Google Marketing Platform vs Google Ads: A Comparison

Choosing the right advertising platform is critical for eCommerce success. Many marketers are faced with questions like: What is Google DoubleClick? or Google Ads vs Google Ad Manager — which one should I use? This article will help clarify the differences and provide up-to-date information for 2025, so you can choose the most effective solution for your business goals.

What Is Google DoubleClick?

Google DoubleClick was once a suite of digital marketing tools used for display advertising management, real-time bidding, and campaign optimization. In 2018, Google rebranded and consolidated DoubleClick and Google Analytics 360 Suite into the Google Marketing Platform. Today, tools once part of DoubleClick exist as Display & Video 360, Campaign Manager 360, and Search Ads 360.

Google Ads vs Google Ad Manager

Many advertisers wonder about the difference between Google Ads and Google Ad Manager. Google Ads is a self-serve platform for creating and managing paid search and display campaigns directly in Google’s ecosystem. Google Ad Manager (formerly DoubleClick for Publishers) is an ad exchange and monetization tool for publishers to manage ad inventory and direct deals. For advertisers, Google Ads is the go-to platform for buying media, while Google Ad Manager is used by publishers to sell media.
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Google Marketing Platform vs Google Ads

The Google Marketing Platform (GMP) is an advanced suite of tools offering enterprise-level features, including:

Campaign Manager 360 for multi-platform campaign management
Display & Video 360 for programmatic buying
Search Ads 360 for managing large-scale search campaigns across multiple search engines

In contrast, Google Ads is a more accessible, user-friendly platform for small to mid-sized businesses running paid search and display campaigns.

DoubleClick vs AdWords: The Current Landscape

In 2025, the question is no longer DoubleClick vs AdWords — both have evolved. Google Ads (formerly AdWords) remains the primary platform for direct ad campaign management. Google Marketing Platform, with its enterprise-grade tools, is ideal for large eCommerce projects looking for sophisticated targeting, cross-channel reporting, and advanced automation.

Google Marketing Platform vs Google Ads: What’s the Difference?
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Feature	Google Ads	Google Marketing Platform (GMP)
Target audience	Small & mid-sized businesses	Large enterprises and agencies
Payment model	CPC, CPM, CPA	Primarily CPM, with custom agreements
Setup complexity	Moderate	High, requires expertise
Networks supported	Google Search & Display Network	Multiple networks and partner audiences
Data integration	Limited	Full integration with Google Analytics
Use case	Direct campaign management	Multi-channel programmatic advertising

When to Use Google Ads

If you’re a small or medium business looking to generate leads, drive traffic, and achieve conversions quickly.
Ideal for managing search and display campaigns with user-friendly tools and templates.

When to Use Google Marketing Platform

For enterprise eCommerce brands looking for advanced targeting, inventory management, and reporting.
To manage complex programmatic advertising across multiple channels.

Current Trends

AI-driven bidding strategies in Google Ads are becoming more precise and efficient.
Programmatic ad buying via Display & Video 360 is dominating large-scale campaigns.
The integration between Google Marketing Platform and Google Cloud allows for advanced predictive analytics.

Conclusion

Choosing between Google Ads and Google Marketing Platform (formerly DoubleClick) depends on your business size, goals, and advertising complexity. Google Ads is perfect for direct, tactical campaigns, while Google Marketing Platform offers a holistic, enterprise-grade solution for managing cross-channel campaigns at scale.

For more insights on how to choose the best tool for your eCommerce promotion, or if you need expert help navigating these platforms, contact the Promodo team. We’re proud to be a Premier Google Partner, helping businesses worldwide maximize their advertising performance.
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