AI summary
The Tinuiti Digital Ads Benchmark Report Q2 2025 reveals significant growth across major advertising channels: Google Shopping campaigns grew 19% in spending with stable CPCs, while Performance Max now represents 59% of Shopping budgets. Meta platforms show solid momentum with Advantage+ Shopping campaigns reaching 35% of retail investments, and video content dominates across YouTube, Instagram Reels, and Pinterest with respective growth rates of 9-66%. Success in these AI-driven campaigns increasingly depends on enriched product data quality and adapted creative formats, making strategic product flow optimization and dynamic asset generation critical competitive differentiators.
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:
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+19% in expenses, +18% clicks, **Stable CPC (+1%)
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Growth boosted by a temporary withdrawal of Temu, Shein and Amazon, linked to tariff hikes on Chinese imports
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Strong increase in the market share of Performance Max (PMax) campaigns, which now represent **59% of the Shopping budget
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Issues identified:
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CPCs remain under control, but competitive pressure is coming back.
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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:
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They concentrate 59% of Shopping expenses, and generate a ROAS comparable to standard Shopping (— 2%)
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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:
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+12% in expenses, with +13% impressions and a stable CPM
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Facebook Reels = 31% of impressions, Instagram Reels = 21%
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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:
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The success of these AI-first campaigns depends on the ability to feed the system with enriched product data (descriptions, images, prices, differentiating arguments…)
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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:
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+9% in expenses, +10% impressions, **CPM down slightly (-1%)
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Shorts Ads = 18% Video prints
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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:
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Produce product videos adapted to YouTube Shorts, Meta Reels, Pinterest Video, etc.
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Massively test and personalize visuals according to segments
Retail Media: Amazon, Pinterest, Walmart to watch
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Amazon Sponsored Products : +18% in expenses, +19% in clicks, stable CPC
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Pinterest : +66% growth, thanks to the Performance+ tool (AI, ROAS bidding, dynamic creations)
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walmart : +45% growth in Sponsored Products
Why it’s important:
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Retail media is structured around enriched product flows, Roas-based logics, and contextualized creatives
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The rise of AI automation tools makes differentiation even more dependent on the quality of the initial flow.
Dataïads vision:
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Enrich product sheets for all channels, not just Google
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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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