Google Assistant marketing is no longer a future scenario, but a reality in many companies. Targeting customers via voice commands and voice commands can sustainably increase reach, visibility and conversion - as long as the strategies are implemented at the right time and in a customised manner. It's not just about pure advertising, but about dialogue-oriented customer journeys that reflect user behaviour in the market in 2025 and enrich the everyday lives of the target group.
Understanding Google Assistant marketing: Opportunities and requirements
Many companies ask themselves: How can I use Google Assistant marketing sensibly without drifting into pure technology? The answer is simple: voice technology opens up new touchpoints because customers are increasingly using voice commands to compare products, place orders or find out about services. The use of voice marketing is particularly suitable in consumer areas such as e-commerce, travel, banking or healthcare.
An example from the healthcare industry: an insurance company is developing its own Google Assistant app that explains to users how to quickly find a doctor's appointment or how first aid works in an emergency. This creates an additional service that enhances the customer experience and simultaneously positions the company as an innovative provider.
Or let's take a look at the travel industry: one airline uses Google Assistant marketing to support travellers during the planning phase. Voice commands such as „Google, find a flight to Mallorca at the end of July“ not only provide search results, but can also directly display personalised offers and additional services - such as car hire or hotel bookings.
Retailers and service providers are also following suit: A renowned fashion retailer has developed a Google Assistant integration that allows customers to check whether a particular item of clothing is available in their desired size - directly by voice. This creates an additional channel that significantly improves the customer experience and maximises conversion potential.
Google Assistant marketing in practice
Voice marketing goes beyond simple commands. It creates real interaction because users remain in dialogue and receive tailored answers to their individual questions. Those who use Google Assistant marketing in a targeted manner can build trust and stand out from the competition.
The development of customised voice apps that are tailored to the specific needs of the target group is key. These apps can be called up directly via Google Assistant and offer functions such as product search, order status, reservations or personal recommendations. Clients working on digital transformations often report that direct interaction via voice promotes customer loyalty.
Another example from banking: a savings bank has developed its own voice app that enables customers to manage account balances, transfers or credit card applications by voice command. The app is constantly being developed to integrate new services - such as reminders for regular payments or tips on saving.
In retail, Google Assistant marketing is often combined with digital shopping lists. For example, a DIY store can offer a function that helps with monthly shopping. Users can use voice commands to add items to the list, compare prices and be reminded of store offers - all without taking their hands off the device.
The integration into customer service is particularly exciting: customers who have a problem can immediately reach a support bot via Google Assistant, which answers initial questions directly or opens a ticket. This reduces waiting times and increases service quality - an important factor for competitive satisfaction[2].
Voice search SEO: Visibility in the age of voice assistants
If you use Google Assistant marketing, you should definitely optimise your own website and online content for voice search. Voice input differs greatly from traditional keyboard searches because users formulate complete questions and use natural language.
Classic search terms such as „permanently fix front door“ become „How can I secure my front door in the long term?“ in voice search. Companies that enrich their texts and FAQs with such questions are found more often and perceived as experts. Tools such as the Google Assistant Developer Console and special keyword research help to identify suitable formulations.
An example from the service sector: An installation company optimises its website specifically for voice search and provides answers to common customer questions such as „Where can I find an installer near me?“ or „How long does heating maintenance take?“. This makes it easier to find the company when customers are actively looking for solutions.
The provision of local content is just as relevant. A restaurant that provides its menu, opening hours and reservation options via Google Assistant makes it easier for customers to plan and generates more enquiries. The combination of local search and voice control is a strong driver for new business contacts.
Google Assistant marketing therefore relies on the right mix of technology, content strategy and customer centricity. Only those who know the needs of the target group and speak their language can achieve sustainable success[6][7].
Targeted implementation of Google Assistant marketing with iROI coaching
iROI-Coaching supports companies in the development and implementation of Google Assistant marketing projects - from conception to successful integration into the market. Together, we analyse where voice technology offers real added value and develop individual use cases for your industry.
Customers who work with iROI-Coaching benefit from practical workshops, clear roadmaps and continuous success monitoring. The result is not isolated solutions, but meaningful extensions to the existing customer journey. The projects are always tailored to the respective company goals and the needs of the target group.
BEST PRACTICE with one customer (name hidden due to NDA contract) A medium-sized retail company wanted to digitalise its customer service and increase accessibility. Together with iROI-Coaching, a Google Assistant app was developed that makes order status, delivery times and return options available via voice command. Users can thus receive information at any time - even outside of business hours. The app is now an integral part of the service portfolio and has been very well received by customers. The conversion rate in the online shop has increased noticeably and the number of support requests by email or phone has been reduced. At the same time, the company is gathering valuable insights into the customer journey, which are being incorporated into further strategy development.
Other examples show how iROI Coaching supports companies in using Google Assistant marketing efficiently. An education provider has designed a learning app for Google Assistant, which students can use to look up vocabulary or be reminded of exam dates. A fitness studio offers training guidance by voice, including personalised exercise plans and motivational tips. An event service provider uses Google Assistant to inform guests about programme changes and ticket availability - all in real time and personalised.
My analysis
Google Assistant marketing is not a fad, but a growing trend that is having a lasting impact on user behaviour. Businesses that embrace voice technology early on will benefit from better visibility, higher customer satisfaction and new conversions. However, integration into the customer journey requires expertise, a clear strategy and a willingness to engage with the needs of the target group.
The examples from various industries show that Google Assistant marketing is particularly successful when it is understood as a service and not purely as an advertising measure. Content that responds to natural language and specific user questions improves findability and strengthens brand loyalty. Those who have their projects professionally supported - for example with iROI coaching - can realise potential more quickly and avoid sources of error.
The importance of voice search and Google Assistant marketing will continue to grow over the next few years as voice interactions become more and more part of everyday life. Now is the right time to take the first steps, launch pilot projects and gather experience. This way, you can keep your finger on the pulse and secure a competitive edge.
Further links from the text above:
Google Marketing Live 2025: Here's Everything That Was Announced [1]
Voice-controlled marketing strategies with AI assistants [2]
Making sensible use of voice marketing in B2B [6]
5 Marketing Trends to Expect in 2025 [7]
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