For UK businesses, understanding these shifts is critical—particularly the mandatory Consent Mode v2 requirements for GDPR compliance and the complete deprecation of rules-based attribution models. This guide covers what's changed, what works now, and how to connect Google Ads to real pipeline outcomes through proper HubSpot integration.
What's Changed Since the AdWords Era
The rebrand from AdWords to Google Ads on 24 July 2018 marked the beginning of sweeping platform changes. The most significant deprecations affect how UK advertisers target audiences and measure results.
Key Deprecations Affecting UK Advertisers
- Similar Audiences — Removed August 2023, forcing pivot to first-party data
- Expanded Text Ads — Ended June 2022, replaced by Responsive Search Ads
- Enhanced CPC — Scheduled for removal 31 March 2025
- Rules-based attribution — First click, linear, time decay, and position-based models removed mid-2023
New campaign types now dominate the landscape. Performance Max launched fully in November 2021, absorbing Smart Shopping and Local campaigns. Demand Gen replaced Discovery campaigns in October 2023, expanding inventory to include YouTube Shorts, In-Stream, and In-Feed placements.
The privacy landscape shifted unexpectedly in April 2025 when Google announced third-party cookies would remain in Chrome. Users can toggle them off manually, but no automatic deprecation will occur. However, Privacy Sandbox APIs—Topics API, Protected Audience API, and Attribution Reporting API—are being retired due to only 13% adoption at page-load level.
Google Marketing Live 2025 introduced "AI Max for Search"—a keywordless, broad-match technology delivering 18% more unique search queries with conversions. For UK advertisers, Consent Mode v2 remains mandatory since March 2024, regardless of cookie deprecation status.
Performance Max Demands Strategic Restraint
Performance Max campaigns represent the core of Google's automation strategy, but success requires understanding their limitations. The algorithm needs minimum $50-100/day budgets and at least 30-50 monthly conversions to learn effectively. Google recommends running campaigns for a minimum of six weeks before major evaluation.
Asset Group Structure Requirements
Each asset group functions as a mini-campaign focused on one product category or intent. Whitehat SEO's PPC management team recommends the following structure for optimal performance:
- 11-15 unique headlines (at least one under 15 characters)
- 3-4 descriptions with varying lengths
- At least 4 landscape images (1200×628) and 4 square images (1200×1200)
- Custom-uploaded videos in horizontal, vertical, and square formats—Google auto-generates low-quality videos otherwise
Budget Allocation: B2B vs E-commerce
B2B Lead Generation
60-75% to Search campaigns, 20-30% to Performance Max. Search converts 28% better for lead generation.
E-commerce
60-70% to Performance Max, 30-40% to Search. Performance Max converts 39% better for product sales.
Reporting limitations remain Performance Max's Achilles heel. Advertisers cannot see granular search query data or manually adjust channel budget allocation. Workarounds include using third-party scripts, monitoring the Insights tab for query-level performance, and importing offline conversion data to train the algorithm on revenue-driving actions. Google has promised channel performance reporting in beta for late 2025.
Smart Bidding Requires Patience and Volume
The choice between bidding strategies depends entirely on conversion volume and business model. Making the wrong choice wastes budget and delays results.
| Strategy | Best For | Minimum Requirement |
|---|---|---|
| Target CPA | Lead generation with flat cost-per-conversion goals | 30-50 conversions in past 30 days |
| Target ROAS | E-commerce with variable product values | 50+ conversions with values |
Advertisers switching from Target CPA to Target ROAS gain approximately 14% more conversion value—but only when they have sufficient conversion data to feed the algorithm.
Learning Periods Demand Discipline
Google requires 50 conversion events OR 3 conversion cycles for Smart Bidding calibration—typically 7-30 days. During this period, avoid major changes: budget adjustments, bid strategy modifications, or conversion action updates will reset the learning phase.
Portfolio bid strategies pool conversion data across multiple campaigns, accelerating learning for accounts with fragmented traffic. Seasonality adjustments handle short-term demand fluctuations without disrupting the algorithm. Apply them 1-7 days before expected changes (promotions, holidays) and set the expected conversion rate percentage change.
First-Party Data Replaces Deprecated Audience Signals
Similar Audiences disappeared in August 2023, forcing a strategic pivot toward first-party data. Customer Match now serves as the primary audience tool, delivering 5.3% conversion uplift when list signals are applied to campaigns. Match rates typically range from 29-62% depending on data quality and format.
Customer Match Best Practices
- Upload multiple identifier types (email, phone, physical address) in the same row for each customer to increase match rates
- Maximum membership duration changed to 540 days starting 7 April 2025—no infinite duration allowed
- Minimum list size is 100 members
- Regular refreshes via CRM integrations or Google Sheets auto-sync maintain list quality
Enhanced Conversions and HubSpot Integration
Enhanced Conversions supplement tags with hashed first-party data, using SHA256 encryption to match conversions with signed-in Google accounts. Implementation options include Google Tag, Google Tag Manager, or the Google Ads API. Results become visible after approximately 30 days.
For HubSpot users, the GCLID (Google Click ID) stores automatically in the hs_google_click_id contact property. Whitehat SEO's implementation standard is to aim for 70%+ of contacts with populated GCLIDs.
Important deadline: The 30 June 2025 deadline requires all offline conversion imports to include the conversion_environment parameter, indicating whether conversions occurred on web, in-app, or other environments. HubSpot's native integration handles this automatically when properly configured.
Quality Score Still Drives Cost Efficiency
Despite automation advances, Quality Score remains a powerful lever for cost reduction. The 1-10 diagnostic rating comprises three weighted components, and understanding their relative impact helps prioritise optimisation efforts.
3.5
Expected CTR
points
3.5
Landing Page Experience
points
2.0
Ad Relevance
points
A Quality Score of 10 delivers approximately 50% CPC discount versus the baseline, while a score of 1 incurs a 400% penalty. For UK advertisers facing Europe's highest average CPC at £0.95, Quality Score optimisation directly impacts profitability.
Responsive Search Ads Best Practices
Responsive Search Ads now represent the only text ad format available. Google recommends 8-15 headlines and 3-4 descriptions per ad, with at least 2-3 headlines containing primary keywords. Strategic pinning should include 2-3 variations to each position rather than single assets—but use sparingly, as pinning reduces possible combinations.
Multiple studies indicate that "Average" or "Good" Ad Strength ads often outperform "Excellent" rated ads in actual ROAS terms. Focus on conversion performance rather than chasing Ad Strength scores.
UK Benchmarks and B2B Considerations
The UK maintains Europe's highest average CPC at £0.95, though this runs approximately 13% below US averages. Industry-specific UK CPCs range from £0.93 for e-commerce to £7.13 for legal services, with professional services typically falling between £5-8. Small and medium UK businesses typically spend £5,000-£9,000 monthly on Google Ads.
| Metric | Value | Source |
|---|---|---|
| Average UK CPC | £0.95 | WordStream 2025 |
| Quality Score 10 vs 1 CPC difference | Up to 400% | TenScores |
| Customer Match conversion uplift | 5.3% | Google Ads Help |
| PMax + Search combined CVR | 5.9% | Groas.ai (247 accounts) |
| B2B SaaS average ROAS | 2.6x (top 25% achieve 4.1x) | Directive Consulting |
| B2B buyers using 3+ channels | 74% | Forrester 2024 |
B2B Campaign Structure
B2B campaigns require different structures than consumer advertising. Structure campaigns by buyer intent rather than products—awareness, consideration, and decision stages align with how B2B prospects purchase. Since 98% of B2B website visitors don't convert on first visit, retargeting is essential.
Segment keywords by funnel stage: conservative bids for top-of-funnel educational searches, aggressive bids for high-intent bottom-funnel terms. Whitehat SEO's HubSpot onboarding process includes campaign structure aligned with CRM lifecycle stages.
LinkedIn audience targeting isn't available directly in Google Ads. The alternative is Google's Company-Based Targeting, which allows targeting by company size, industry, and B2B criteria—62% of B2B marketers use this feature with 28% better conversion rates versus pure keyword targeting. For comprehensive B2B reach, combine Google Ads (capturing "what" users search for) with LinkedIn Ads (targeting "who" they are professionally).
Connecting Google Ads to Pipeline with HubSpot
HubSpot's native Google Ads integration enables robust offline conversion tracking—essential for B2B businesses where the valuable action (closed deal) happens weeks or months after the click. The connection requires Marketing Hub Professional or Enterprise, admin access in Google Ads, and proper GCLID capture.
Offline Conversion Import Best Practices
- Start with closed-won deals only for highest signal quality
- Add SQL qualification events once achieving 30+ monthly conversions
- Layer MQL events at 100+ monthly conversions
This staged approach ensures Google's algorithm learns from your highest-quality conversion signals first, then progressively expands to include earlier funnel stages as data volume increases.
As a HubSpot Diamond Partner, Whitehat SEO specialises in B2B Google Ads management with deep CRM integration expertise. We help companies connect paid advertising to real pipeline outcomes—not just clicks and impressions. Our closed-loop reporting shows which campaigns drive actual revenue, enabling data-driven budget allocation decisions.
Key Takeaways for UK Advertisers
The most significant narrative arc for 2025 involves the shift from manual control to strategic oversight. Advertisers no longer write individual text ads or set keyword-level bids—they provide assets, signals, and conversion data while algorithms optimise in real-time. This demands new skills: curating high-quality first-party data, structuring conversion tracking to capture full-funnel value, and resisting the urge to make frequent changes during learning periods.
Immediate Actions
- Verify Consent Mode v2 compliance — Mandatory for UK/EU campaigns since March 2024
- Configure Enhanced Conversions — Compensates for signal loss in privacy-first environment
- Review Performance Max asset groups — Ensure minimum asset requirements are met
- Implement offline conversion imports — Critical for B2B attribution
- Prepare for Enhanced CPC deprecation — Migrate to Target CPA or Target ROAS before 31 March 2025
Google Ads now appears within AI Overviews, creating new inventory and visibility opportunities. The deprecation of third-party cookies ultimately didn't happen, but the ecosystem prepared anyway—making first-party data strategies and Enhanced Conversions table stakes rather than optional enhancements. UK-specific requirements around GDPR compliance, combined with Europe's highest CPCs, make efficient Quality Score management and proper CRM integration essential for profitable paid search.
Frequently Asked Questions
What budget do I need for Performance Max campaigns?
Performance Max campaigns require minimum $50-100/day budgets and at least 30-50 monthly conversions to learn effectively. Google recommends running campaigns for six weeks before major evaluation. Smaller budgets can work with traditional Search campaigns, where Whitehat SEO recommends B2B businesses allocate 60-75% of spend.
Is Consent Mode v2 mandatory for UK advertisers?
Yes, Consent Mode v2 has been mandatory for UK and EU campaigns since March 2024. This requirement remains in place regardless of Google's decision to keep third-party cookies in Chrome. Non-compliant implementations may face measurement limitations and reduced campaign effectiveness.
How do I connect HubSpot to Google Ads for offline conversion tracking?
HubSpot's native integration requires Marketing Hub Professional or Enterprise and admin access in Google Ads. The GCLID stores automatically in the hs_google_click_id contact property. Start with closed-won deals only, then add SQL and MQL events as conversion volume increases. Aim for 70%+ of contacts with populated GCLIDs.
When should I use Target CPA versus Target ROAS?
Target CPA suits lead generation with flat cost-per-conversion goals, requiring 30-50 conversions in the past 30 days. Target ROAS works for e-commerce or businesses with variable deal values, needing 50+ conversions with values. Advertisers switching from Target CPA to Target ROAS gain approximately 14% more conversion value when they have sufficient data.
What happened to Similar Audiences in Google Ads?
Similar Audiences were removed in August 2023. The replacement strategy focuses on first-party data through Customer Match, which delivers 5.3% conversion uplift when properly implemented. Maximum list membership duration changed to 540 days from April 2025, requiring regular list refreshes through CRM integrations.
References
- Google Ads Help — Quality Score for Search Campaigns
- Google Ads Help — Responsive Search Ads
- Google Ads Help — Performance Max Asset Groups
- Google Ads Help — Customer Match
- Google Ads Help — Enhanced Conversions
- Google Ads Help — Consent Mode
- WordStream — 2025 Google Ads Benchmarks Report
- HubSpot Knowledge Base — Google Ads Integration
- Directive Consulting — B2B ROAS Benchmarks 2025
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