At a time when search competition is growing daily, brands need both flexibility and precision. That’s why Search Ads 360 (SA360) is a key component of the Google Marketing Platform (GMP) — bringing automation, analytics, and optimization of search advertising together in a single interface.

In 2025, SA360 remains an essential tool for any search advertising agency or search advertising company managing large-scale campaigns across multiple search engines and requiring deep integration within the Google ecosystem.

What is Search Ads 360

Search Ads 360 is a professional platform for managing, optimizing, and reporting on paid search advertising. It enables marketers to manage campaigns across Google Ads, Microsoft Advertising (formerly Bing), and Yahoo Japan, consolidating them into a unified system for performance measurement.

Key capabilities of SA360:

• Centralized management of campaigns across multiple search engines;
• Automated bidding strategies (Smart Bidding, Target CPA, ROAS);
• Integration with Campaign Manager 360, Display & Video 360, and Analytics 360;
• Unified attribution and conversion tracking via Floodlight tags;
• Advanced reporting and automated recommendations for large-scale account structures.

What’s new in Search Ads 360 in 2025

The year 2025 marks a major technological shift for SA360. Google has introduced several updates focused on automation, AI-powered optimization, and unified reporting across the Google Marketing Platform.

1. Migration of Paid Search Reporting (from May 19, 2025)

Google has begun updating the reporting systems in Campaign Manager 360 and Search Ads 360, affecting how fields and metrics are processed in paid search reporting. Advertisers are advised to update their report templates and API queries to ensure data accuracy and compatibility with the new reporting framework.

2. Generative AI in Responsive Search Ads

Since May 2025, Search Ads 360 has supported generative AI within Responsive Search Ads (RSA) templates. The system can now automatically generate headlines and descriptions that reflect a brand’s tone of voice, adapt to language variations, and align with the campaign’s context — helping advertisers scale creativity and relevance effortlessly.

3. Support for Microsoft automated bidding

As of February 2025, SA360 officially supports Microsoft automated bidding, allowing advertisers to manage Microsoft Ads bids directly within the SA360 interface. This update improves cross-platform efficiency, enabling unified bidding strategies across Google and Microsoft search networks.

4. Reporting API update

In June 2025, Google added new fields to the SA360 Reporting API, including customer.manager_id, sub_manager_id, and associate_manager_id. These additions make it easier to manage and analyze complex client account hierarchies, especially for large agencies and enterprise advertisers.

5. AI Assistant in Search Ads 360

Google has introduced a new AI-powered Help Guide within SA360 — an intelligent assistant that helps users find answers, explanations, and optimization tips directly inside the platform. This feature enhances real-time support and speeds up campaign management by providing contextual guidance tailored to each advertiser’s workflow.

Why choose newage. for working with Search Ads 360

newage. agency is a certified Google partner specializing in comprehensive solutions that help brands scale through Search Ads 360, leveraging the latest capabilities in automation and AI.

We offer:

• Set up and optimization of the latest version of SA360;
• Integration with Campaign Manager 360 and Display & Video 360;
• Creation of automated reports and performance dashboards;
• Consulting and training for client teams on using the updated SA360 interface effectively.

newage. is not just a search advertising company — it’s your strategic partner for building an effective advertising strategy within the GMP ecosystem. Cases from our practice:

• SA360 — How one layer reduced CPA by 15%

We implemented Search Ads 360 for a client managing a large volume of campaigns across Google Ads and Bing. After integrating SA360 and automating bidding strategies, the average CPA dropped by 15%, while reporting became unified and consistent. Case: Search Ads 360 — How one layer reduced CPA by 15%

• Jägermeister — Conversion campaigns for a new online store

We developed and launched conversion-focused search campaigns using Search Ads 360 for Jägermeister’s newly created e-commerce platform. With dynamic ad generation and automated bidding strategies, the campaigns exceeded projected ROI by 25%. Case: Conversion campaigns for Jägermeister

In 2025, Search Ads 360 reaches a new level of automation — from generative AI in advertising to unified reporting and support for new campaign formats. This evolution empowers businesses to achieve greater results from every investment in search advertising.

With newage. agency, your ads become not just visible — but truly intelligent.