Skip to content
Google Ads: Constantly Evolving
If there’s one thing we can count on in digital marketing, it’s change. Over the last few years, the rise of AI has accelerated that pace more than ever before. Google Ads, which launched back in 2000, has long been the leader in paid search. Nearly twenty-five years later, it continues to reinvent itself, and its newest updates mark a turning point toward an AI-driven future.
What's New
Google recently rolled out two campaign types that give us a glimpse of where paid search is headed: Performance Max and AI Max. Both are powered by AI, but they serve different purposes.
Balancing AI With Human Touch
AI is powerful, but it’s far from a set-and-forget solution. Data can expand reach, but it takes human oversight to make sure campaigns stay relevant and effective. That means reviewing queries to confirm ads are appearing for the right searches, setting clear audience signals, testing AI campaigns against manual ones, and making adjustments along the way. Used thoughtfully, this balance ensures campaigns not only perform well but also align with business goals and brand values.
At MPW, we’re continually testing AI Max and Performance Max with strict guardrails. We provide PMax with quality assets and first-party audiences, then run controlled experiments to prove lift before scaling. The result is a broader reach without compromising precision, along with measurable gains in qualified leads and revenue for clients.
Stay Informed.
Join Our Monthly Email Series.