Should You Be Using Google's New AI-Powered Advertising Tools? Here's What You Need to Know.

If you've been managing Google Ads campaigns recently, you've probably noticed Google pushing advertisers toward new AI-powered features and campaign types. From Performance Max (PMax) 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 these tools? The short answer is potentially, but that doesn't mean you should turn everything on just because Google recommends it. Google has a vested interest in getting advertisers to spend more on its platform and provide the data that helps improve its advertising products. That doesn't mean Google's recommendations are inherently bad. Some of these tools can be incredibly valuable.

At Working Planet, we've seen firsthand how Google's automation can drive meaningful growth when implemented strategically. The key is understanding where these tools make sense and how to give them the right direction.

Understand What Google's AI Tools Actually Do

Performance Max (PMax) and AI Max for Search are two of Google's major AI-powered advertising tools. PMax uses Google's AI to serve ads across multiple channels, while AI Max introduces enhancements to existing Search campaigns, including expanded search term matching, automatically customized ad copy, and landing page selection.

Both tools offer opportunities to expand reach and improve performance, but they also introduce more automation into decisions advertisers have traditionally managed themselves.

For a closer look at how these features work, their capabilities, and what to consider before adopting them, see our article, Google Ads Wants You to Use New AI Features: But What's What, and How Do You Drive Results Instead of Burning Through Your Budget?

With that context in mind, let's look at how to put these tools to work for your business.

Give Google's AI the Right Data to Work With

A misconception about AI-powered advertising is that simply turning on automation will improve performance. These tools are only as effective as the data and direction they're given.

If you're a lead generation business and every form submission is treated as an equally valuable conversion, Google's algorithm has no way of knowing which leads are more likely to become customers. Similarly, an eCommerce business optimizing exclusively for revenue may unintentionally prioritize higher-priced products over those with stronger profit margins.

At Working Planet, we've seen how improving conversion data can significantly change campaign performance.

In one eCommerce partnership, we incorporated offline conversion tracking and profit-based optimization into a Performance Max campaign. Rather than treating all purchases as equal, we focused on post-marketing gross profit and profit return on ad spend (PROAS).

Between 2023 and 2024, post-marketing gross profit increased 99%, while PROAS increased from 120% to 244%.

The takeaway: Google's AI can be a powerful optimization tool, but it needs to understand what success actually looks like for your business.

Read the full case study: Unlocking eCommerce Growth with PMax & Advanced Profit Optimization

Test New Features Strategically

You don't need to overhaul your entire Google Ads account to take advantage of new capabilities. In fact, we recommend a more measured approach.

Start by identifying campaigns where a new feature has the potential to create incremental value. Make sure your conversion tracking is reliable, establish performance benchmarks, and give campaigns enough time and data to produce meaningful results.

We've seen this approach work with Performance Max across different business models.

In one non-eCommerce account, we launched PMax alongside existing Search campaigns to determine whether it could generate additional revenue. Over approximately six weeks, PMax contributed an additional $11,324 in revenue, representing 13.6% incremental growth.

Rather than replacing existing Search campaigns, PMax proved to be a valuable addition to the overall strategy.

Read the full case study: Driving Incremental Revenue with PMax in Non-ECommerce Settings

The Bottom Line

Google Ads is continuing to move toward greater automation, and that's unlikely to change. The opportunity isn't in adopting every new feature, but in understanding which tools can help you reach your goals, providing them with the right data, and continuously evaluating whether they're delivering value.

At Working Planet, we believe the best results come from combining Google's technology with the strategic thinking, data analysis, and ongoing optimization that automation alone can't provide.

Don't let Google dictate your strategy. Learn how to make its tools work for yours.