Unlock the Power of Google Ads AI to Scale Your Marketing

AI Tools are everywhere, right? It has to be one of the most overwhelming aspects of digital marketing at the moment. The benefit of AI for SME’s and in-house teams lies in scaling marketing and productivity.

Google recently released a guide for marketers about how to put their AI tools to work for you - The Google CMO Report is over 32 pages long…yeah nah.

So I have broken it down for you over 3 emails, we will look at the good and the bad of the guide and cover what you need to know.

Why Google Ads AI add value for SME's

The role of AI in marketing is becoming increasingly vital, Google Ads AI has some beneficial aspects for SMEs in how it simplifies the aspects of the Google Ads process. As highlighted in the guide, “AI is poised to enhance the entire advertising lifecycle, from ideation and content creation to measurement and insights”. This is not about replacing your strategy but rather enhancing it with AI tools designed to handle the complexities of modern marketing.

For SMEs, the ability to automate campaign optimisation means you can focus more on business growth, while Google Ads AI continuously improves core aspects of your campaigns based on real-time data. The most immediate benefit is increased efficiency—you no longer have to manually test various strategies. AI can do that for you, saving both time and money.

BUYER BEWARE: Lets not drink the coolaid to quick. Lets remember that what Google Ads wants is not always what we want - they want to gets you clicks that cost money, you want to drive leads or sales - while connected they are different things.

So look out for healthy dose of No Jargon in these emails to ensure you action the right things and avoid those Googles recommendations that benefit them not you.

Let's get into it

How Does AI in Google Ads Help You Scale?

One of the most visible Google Ads AI offerings is Performance Max, an AI-powered campaign type that automates optimisation across multiple channels. This feature allows you to:

Use AI to find your highest-converting audiences.
Automatically allocate budget where it will deliver the best return.
Adjust your creative and media strategies in real-time based on performance data.

As the guide notes, with Google Ads AI, you can “make real-time measurement a reality. Imagine launching a campaign in the morning, and by lunch your creative and media strategies are already being adjusted”. For an SME, this level of adaptability is crucial when trying to scale without a dedicated team for every marketing channel.

The No Jargon Marketer POV

While Pmax campaign can provide immense benefits (especially for e-commerce businesses) to users of Google Ads It isn’t really a campaign type that can be used by beginners of Google ads - let me say this different way......your first car wouldn’t be a Porsche 911 way too powerful to master straight away. Same with Pmax.

Google pushes users to use Pmax as its more beneficial to them - they can get advertisers paying for inventory like display ads and Youtube ads that would otherwise go unused.

Pmax campaigns undoubtedly have benefits:

The ability for them to Target multiple channels will make it easier for you to have a multi-faceted campaign.
They are great for Google Shopping Ads too.

The issue is that a lot of the targeting and performance metrics within Pmax exist in a black box meaning we don’t get to see how Google is spending money targeting people. It makes it pretty tricky to find out what’s working and therefore to optimise. Google is adding more visibility all the time, but my advice would be to look at other campaign types in Google Ads first before diving in to PMax.

In the coming weeks I’m going to be publishing a guide on how to best attack Google Ads performance Max campaigns. What to look at for how to set them up so keep an eye out for that.

For a detailed guide on Performance Max, check out Google’s official page

That’s it for email 1 look out for Email 2 tomorrow called - Real Time Ads Optimisation

In tomorrow’s email we will dive into Real Time Ads Optimisation in Google Ads and how this helps SME’s be more efficient and drive better results.

Cheers

mc AKA The No Jargon Marketer

Liked the email? If so check out more from me