If you've been managing Google Ads campaigns recently, you've probably noticed Google pushing you toward new AI-powered features and campaign types. From Performance Max to AI Max for Search, automation is becoming an increasingly central part of how Google Ads operates. But not everyone is convinced. Some advertisers have experienced disappointing results, while others worry about losing control over targeting, budgets, and where their ads appear. So, should you be using t

We rolled out AI Max for Search across campaigns for clients in multiple verticals, including eCommerce, online education, and nonprofit. In most cases, it captured 5–10% of Search spend, produced ~30% stronger ROAS than non‑AI Max traffic, and uncovered incremental volume. However, it also proved to “cherry-pick” volume from existing keywords, which masked some inefficient spend, emphasizing the need for strong conversion signals and constant guardrails.

Google’s newest AI-powered features promise more reach, more conversions, better efficiency… and sometimes even all at once. The pitch is alluring: hand over the keys and let the machine do the driving. But here’s the truth: AI doesn’t know your profit margins, your customer lifetime value, or the nuances of your brand. Without your direction, it’s just as happy driving you in circles as it is taking you to your destination.