Advertising Benchmarks: What the Tinuiti Digital Ads Benchmark Report says about your Shopping and Social Ads campaigns

Updated in July 2025

Each quarter, performance data from the main advertising channels becomes a strategic tool for adjusting your decisions. The Tinuiti Digital Ads Benchmark Report — Q2 2025 provides a very operational reading of developments on Google, Meta, Amazon or even Pinterest.

At Dataïads, we analyzed this report from the angle that concerns us the most: How can e-retailers maximize their Shopping Ads performance based on product data and IA-First uses?

Google Shopping: growth driven by demand

Despite a complex economic context, Google Shopping campaigns are experiencing strong momentum:

• +19% in expenses, +18% clicks, Stable CPC (+1%)
  
  
• Growth boosted by a temporary withdrawal of Temu, Shein and Amazon, linked to tariff hikes on Chinese imports
  
  
• Strong increase in the market share of Performance Max (PMax) campaigns, which now represent 59% of the Shopping budget
  
  

Issues identified:

• CPCs remain under control, but competitive pressure is coming back.
  
  
• Clicks are increasing, but the quality of traffic depends heavily on the structure of the product flow.

Max performance: efficiency and opacity

PMax campaigns continue to be massively adopted:

• They concentrate 59% of Shopping expenses, and generate a ROAS comparable to standard Shopping (— 2%)
  
  
• Their Click-through rate remains higher (+18%), but their distribution is fragmented: 60% of impressions occur outside of Search (YouTube, apps, partner sites)
  
  

This automation amplifies performance, but generates a loss of control over conversion paths and signals.

Meta: Reels and Advantage+ redefine uses

On Meta, the momentum remains solid:

• +12% in expenses, with +13% impressions and a stable CPM
  
  
• Facebook Reels = 31% of impressions, Instagram Reels = 21%
  
  
• The campaigns Advantage+ Shopping now represent 35% of retail investments (up from 23% a year earlier)
  
  

Algorithmic full-funnel logic is imposed on Meta, just like what PMax has established on Google.

Strategic involvement:

• The success of these AI-first campaigns depends on the ability to feed the system with enriched product data (descriptions, images, prices, differentiating arguments...)
  
  
• Creative people need to be adapted to vertical, short, mobile formats (Reels, Stories)
  
  

YouTube & Demand Gen: video is on the rise

YouTube video campaigns show strong signals:

• +9% in expenses, +10% impressions, CPM down slightly (-1%)
  
  
• Shorts Ads = 18% Video prints
  
  
• Demand Gen (ex-Video Action) increases by +23%, with a rapid increase in video content (49% of the budget in Q2)
  
  

Brands are investing more and more in short, mobile and contextual formats.

Creative challenges:

• Produce product videos adapted to YouTube Shorts, Meta Reels, Pinterest Video, etc.
  
  
• Massively test and personalize visuals according to segments
  
  

Retail Media: Amazon, Pinterest, Walmart to watch

• Amazon Sponsored Products : +18% in expenses, +19% in clicks, stable CPC
  
  
• Pinterest : +66% growth, thanks to the Performance+ tool (AI, ROAS bidding, dynamic creations)
  
  
• walmart : +45% growth in Sponsored Products
  
  

Why it's important:

• Retail media is structured around enriched product flows, Roas-based logics, and contextualized creatives
  
  
• The rise of AI automation tools makes differentiation even more dependent on the quality of the initial flow.
  
  

Dataïads vision:

• Enrich product sheets for all channels, not just Google
  
  
• Powering creative platforms and DSPs with consistent, dynamic, and measurable assets

Conclusion: Leveraging AI without automation

Advertising campaigns are constantly increasing in efficiency... but also in complexity. IA-first platforms (PMax, ASC, Demand Gen) provide performance, at the cost of a loss of transparency and control.

The answer is not to resist, but to adapt :
👉 By structuring a activatable product data,
👉 By optimizing thepost-click experience,
👉 By generating smart visual assets, adapted to each use.

This is precisely the mission of Dataïads.

🧠 This content is updated with each new edition of the Tinuiti Digital Ads Benchmark Report.

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