Google Ads has been steadily adding AI-driven features to make campaign management “easier” – from auto-generated ad headlines to suggested keywords and even automated creative assets. For busy business owners, this sounds like a time-saver. But as with most automation, there’s a balance to strike.
What’s New
Recent updates mean Google Ads can now:
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Suggest ad headlines and descriptions based on your landing page content.
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Automatically test different creative variations to see what performs best.
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Recommend budget changes based on its performance forecasts.
These tools are designed to speed up campaign setup and optimise ads in real time. In theory, it’s like having an assistant fine-tuning your ads 24/7.
The Benefits
AI can spot trends and test variations much faster than a human can. It can quickly identify which ads are performing better and allocate budget accordingly. For small businesses without a dedicated marketing team, this can help avoid wasted spend on underperforming campaigns.
Where to Be Cautious
AI isn’t perfect, it works with the data it has, and its goal isn’t always aligned with yours. For example, it might prioritise cheaper clicks rather than the most valuable ones, or suggest ad copy that’s technically correct but off-brand. Left unchecked, automation can drift away from your actual objectives.
How to Make It Work for You
The key is oversight. Let AI handle repetitive testing and optimisation, but keep humans in charge of strategy, targeting, and brand voice. Use the data AI collects to inform decisions, not to replace them.
At Mango Marketing, we use AI tools where they add value, but we never hand over the steering wheel completely. The result is faster testing, smarter targeting, and campaigns that stay on brand while hitting the right goals.
Want ads that get results without losing your brand’s personality? Get in touch and we’ll build you a campaign that blends the best of AI and human expertise.
