What do consumer behavior, AI, and online search have in common? They’re all evolving faster than ever—and Google is paying attention.
According to the latest insights from Think with Google, 2025 will be a year defined by speed, personalization, and authenticity. For service-based businesses—from wellness studios to real estate agents—understanding these shifts is no longer optional. It’s the key to staying relevant and trusted.
In this article, we break down the top 3 marketing trends Google says you can’t ignore in 2025, plus how to turn them into growth opportunities.
Trend #1: People Want Value Before They Buy
What Google says:
Today’s consumers don’t just search—they research. They want answers, education, and confidence before they ever book a service.
According to Google, searches with the phrase “best for me” have increased by over 100% in the last two years. This shows people are looking for personalized value, not just information.
What this means for your business:
You need to create content that builds trust before the sale.
How to apply it:
- Write blog posts that answer common questions (like this one!)
- Create a FAQ video series on Instagram or YouTube
- Share behind-the-scenes of your process
- Use Google Business Q&A to address local queries
📌 Example: If you’re a therapist, create a post titled “Is therapy right for me if I’ve never tried it before?”
SEO Tip: Use question-based long-tail keywords in your content (e.g., “Is IV therapy safe during pregnancy?”)
Trend #2: Search is Becoming Visual and Voice-Activated
What Google says:
People are searching with their eyes and voices, not just their fingers. Visual-first platforms like TikTok, Instagram, and YouTube have become discovery engines. Voice searches like “best chiropractor near me” or “open late nail salon” continue to rise.
Google is adapting with features like multisearch, Google Lens, and AI-powered Search Generative Experience (SGE).
What this means for your business:
If you’re not creating visual content or optimizing for voice, you’re missing key visibility opportunities.
How to apply it:
- Post photos and short videos regularly to your Google Business Profile
- Add alt text and descriptive filenames to your website images
- Use conversational language on your website (“What we do” > “Our services”)
- Create Reels or Shorts answering popular search questions
SEO Tip: Use “near me,” “best,” and service-based keywords in your image alt text and meta descriptions.
Trend #3: Authenticity Beats Perfection
What Google says:
Audiences are craving realness. Perfectly curated ads don’t resonate the way real reviews, real people, and real moments do.
Searches for terms like “honest reviews” and “real results” are climbing. UGC (User-Generated Content) continues to outperform brand-polished ads.
What this means for your business:
People want to see themselves in your content. Being vulnerable, transparent, and human is your marketing superpower.
How to apply it:
- Share client testimonials (video is best!)
- Post day-in-the-life stories or behind-the-scenes clips
- Show your team or founder with a personal note
- Highlight mistakes and lessons learned (yes, really!)
📌 Example: A fitness coach shares her own postpartum journey alongside client stories = trust magnet.
SEO Tip: Use real keywords from your reviews and testimonials as part of your on-page SEO strategy.
FAQ: Marketing Trends in 2025
Do these trends apply to local businesses?
Absolutely. People search for local answers visually and via voice just as much as they do for national brands.
What platform should I focus on in 2025?
Wherever your audience spends time. Start with Instagram, Google, YouTube, and TikTok.
How often should I update my marketing strategy?
Quarterly reviews are ideal—but check Google Analytics monthly.
Can I apply these trends with a small team?
Yes! Focus on one trend at a time. Start with video or FAQ blog posts.
Key Takeaways
- Create value before the sale through educational content
- Prioritize visual and voice-search optimization
- Show up authentically—your story builds connection and loyalty
Conclusion
Marketing in 2025 isn’t about doing more—it’s about doing what matters. And what matters is showing up for your audience with value, visibility, and vulnerability.
At PCW Agency, we help service-based businesses not only keep up with trends—but lead with confidence.
📩 Want help building a content strategy based on what’s working in 2025?
Let’s build something intentional—Contact PCW Agency Today
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