Think Leads 2025 with Google
Think Leads 2025 – Reflections from Google, London annual lead gen event (that had a heavy dose of AI)
5(Takeaways):
Lead generation is evolving fast – growth depends on adapting to AI-powered media, data-driven measurement and new buyer behaviours. Success relies on helpful, reliable, people-first content + thinking multimodal across text, voice and video.
Consumers are unpredictable – they move fluidly across the 4 S’s: Search, Scrolling, Shopping & Streaming. Google’s ecosystem touches all four, but the real challenge is integrating the journey into your own lead frameworks.
Measurement maturity matters – connecting the likes of CRM, CDM & CDP (e.g 1st party data) + attribution (DDA > MMM) to understand buying cycles is now a competitive differentiator. The shift from last click to data-driven attribution and emerging journey-aware bidding will change how we value leads > MQL > SQL.
Search is entering its next chapter – AI overviews and SERP experimentation are ongoing. Google emphasised enhancing, not replacing, “traditional” search. Structured data, site CX, authoritative perspectives and experience/ “answer”-led content will define future visibility.
AI as an amplifier – From panel insights with Natural Intelligence, Carwow and Lemonade; the consensus = AI will make more decisions, while people’s role will shift to guiding, validating and ensuring enablement, aligned to business goals. Increasingly it will be about bringing AI to your data, not data to AI”.