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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