The rise of automated bidding, the introduction of Smart campaigns, and now, with AI at the very heart of every decision the platform makes. Today, tools like Performance Max and AI Max aren’t just optional upgrades - they are simply changing how campaigns are built, optimised, and reported on.
Whilst this shift looks to bring greater efficiency and new opportunities for all, brands will need to adjust quickly. As we step into this new Google Ads era, the challenge is clear.
How do brands harness the full power of AI without losing the human expertise and oversight that drive real results? Read on for our take.
AI’s role in Google Ads
Google Ads today is a world apart from the manual, keyword-driven platform we once knew. Campaign types like Performance Max and AI Max now sit at the core of the Google Ads offering, with Google strongly encouraging their adoption.
When you follow the steps to setting up a new campaign, a quick paste of your website's URL and Google's AI can generate your ad groups, search ads and keywords in seconds. Crazy, right?
So, what does this mean?
Rather than simply providing automation as an add-on, Google’s AI is now deeply integrated into campaign management. From bidding and targeting to creative selection and placement, every aspect of a Google Ads campaign can now be optimised through AI.
However, these AI-driven features are not all-or-nothing. Thankfully, advertisers can still choose how much automation to enable, toggling individual features like search term matching, dynamic text customisation, and final URL expansion to suit their needs. This flexibility allows brands to benefit from advanced automation while maintaining a level of oversight and control where it matters most.
AI Max: The next generation of campaign automation
AI Max is rolling out to all advertisers in Q3 2025, and it’s a big deal. It’s not a new campaign type, but a one-click upgrade that supercharges your Search campaigns with real-time optimisation of targeting, ad copy, and landing page selection. We’ve covered the ins and outs of AI max in a previous blog.
But in short, early results from Google’s own testing show promising signs with an average increase in conversions by 14%.
Major brands such as L’Oreal and MyConnect are also reporting significant improvements in campaign efficiency and reach following the closed beta testing.
The double-edged sword of automation
While the benefits of automation are clear: greater reach, improved efficiency, and the ability to scale campaigns with less manual input, they come with new challenges.
In industries where regulations are tight or for brands with strict creative guidelines, giving AI too much control can end up proving a huge risk. Automated ad copy and creative assets may not always align with regulatory requirements. For example, advertisers must be careful when making claims surrounding certain medical treatments.
Transparency is also a concern. As AI takes on more decision-making, understanding why certain ads are served or budgets are allocated can become less clear. Although Google is working to improve reporting and visibility, it remains an area where marketers must remain vigilant.
How brands can thrive in the era of AI
When it comes to navigating this new Google Ads world, there must be a balanced approach. Gone are the days of relying solely on manual optimisations. AI-driven automation now plays a pivotal role in campaign management, from smart bidding and creative generation through to targeting.
Yet, with AI algorithms more powerful than ever, it’s more important than before for brands to combine the efficiencies of automation with strategic human oversight. Here’s how to strike the right balance:
- Embrace AI, but keep strategy front and centre: Use automation for efficiency, but set clear goals and monitor performance closely.
- Test and learn continuously: AI thrives on data. Experiment with different bidding strategies, creative assets, and audience signals to find what works.
- Prioritise first-party data: With privacy rules tightening, feeding your AI quality customer data is crucial for smarter targeting.
- Maintain oversight where it matters: For brands with compliance or creative sensitivities, use exclusions and monitor generated assets to ensure alignment with your standards.
The human touch still matters
Despite all the advances in AI and automation, people are still at the heart of successful campaigns. Technology can crunch numbers and optimise at scale, but it can’t replace the insight, creativity, and understanding of your brand that your team brings to the table.
In short, strategic oversight ensures that campaigns not only perform but also align with broader business goals and brand identity.
In this evolving landscape, success comes from a partnership between AI and human expertise. By maintaining this balance, brands can harness the full potential of AI without sacrificing control or authenticity.
Need expert advice navigating these changes? Bigger Picture is here to help you every step of the way. Explore our PPC services or Speak to our expert team today and let’s make AI work for you.