Every year, Google Marketing Live (GML) unveils a host of new ad tools and AI-driven capabilities. While the announcements sound exciting - keywordless targeting, smarter automation, and new AI assistants - marketers at credit unions need to approach them with a critical eye.

At WebStrategies, we specialize in digital advertising for credit unions, and we’ve learned that Google’s “default” solutions often optimize for media spend rather than meaningful credit union results. Rather than jumping in headfirst, we’re taking a cautious, data-driven approach, testing what’s new, measuring what works, and scaling only what delivers.

Here’s a breakdown of what we’re watching and how credit unions can benefit responsibly.

1. Performance Max Is Growing Up. Use It with Guardrails

Google has added greater transparency into Performance Max, including insights into spend by channel and actual search terms, something lead-gen advertisers have long wanted.

Why it matters: For credit unions, compliance and message clarity are critical. We’re starting to test Performance Max in controlled environments, using:

• Negative keywords to block irrelevant or risky queries
• Brand-safe asset groups that pass internal compliance
• Tight conversion tracking to evaluate real performance

This way, we can explore its full-funnel potential without sacrificing control.

2. AI Max (Keywordless Search) Could Help Navigate Ad Restrictions

Google’s push toward predictive, keywordless targeting may seem like a loss of control, but it could also help credit unions sidestep restrictions tied to Housing, Employment, and Credit (HEC) policies.

We’re exploring how AI Max might:

• Reach in-market users even with limited targeting options
• Find new audience segments based on behavior, not keywords

But here’s the catch: We’ll only roll it out where we can match performance to actual results, not just promises from Google’s AI.

3. AI Assistants Can Help But They Still Need Oversight

New tools, such as “Your Google Ads Expert” and the “Marketing Advisor,” aim to assist with account setup, tag implementation, and campaign creation.

These can be a win for lean marketing teams, but they rely heavily on Google’s own recommendations. For credit unions operating in strict regulatory environments, that’s a red flag.

We’re exploring their usefulness but maintaining human oversight at every step to ensure:

• Compliance with internal and external ad policies
• Accurate tracking and meaningful outcomes
• Alignment with each credit union’s unique voice and mission

4. Video Is Now Everywhere. Time to Invest in Brand-Safe Creative

With video assets showing up in more ad placements (even Search), now’s the time to build a library of high-quality, compliance-approved video content.

Examples of effective content:

• Financial education explainers
• Member testimonials
• Walk-throughs of products or services
  
  

These videos can boost trust, drive engagement, and stretch your creative budget across platforms from YouTube to Google Search to Gmail.

5. Remarketing Isn’t Dead. Just Different

Google’s policies have made traditional remarketing more challenging, particularly for financial services. But new options within Demand Gen and Performance Max allow you to stay connected with your audience.

We’re excited to experiment with:

• Lifecycle goal targeting (e.g., re-engaging people who clicked but didn’t convert)
• Maps placements to reach local searchers
• New approaches to build intent-based remarketing without violating HEC policies

The goal is to reconnect with users while maintaining compliance and ethical standards.

Final Takeaway: Innovate, But Stay Grounded

GML 2025 introduced powerful tools, but not all are ready for prime time, especially for credit unions with strict messaging guidelines, lengthy approval cycles, and high expectations for trust.

At WebStrategies, we’ll continue to test carefully, prioritize real results over flashy features, and share what works.

If you're a credit union marketer navigating the evolving ad landscape, the key is balance: innovation with accountability, automation with oversight, and performance with purpose.