Manual vs AI: What we learned from the last 2 years in Google ads

Over the past two years, I’ve noticed a trend with Google Ads:

They’re pushing hard on AI and automated features.

It’s becoming easier to set up a campaign and let AI try to do the work for you.

In fact, in the last sales call we even had someone directly ask about a SaaS they found that can supposedly do this.

While it sounds handy, it’s also creating a hidden trap that can secretly ruin your performance.

You see…

Google is making these changes for a simple reason.

They want to attract more advertisers.

They’re simplifying the platform so anyone, no matter their experience level, can jump in and start spending money.

Soon, most aspects of Google Ads will be automated.

On the surface, it seems like a win.

But it’s actually dangerous - especially for people new to Google Ads.

Because the role of the advertisers will change.

It’ll be less about manual tasks and more about strategy.

AI is smart, but it’s only as good as the data you feed it.

Not to mention AI built by Google will likely want to push Google’s agenda (higher CPC).

Take Performance Max, for example.

I’ve seen so many brands where they just let pMax run on autopilot with almost no optimization.

That’s a mistake because

1) They don’t align the campaigns with their goals and…

2) They don’t use that campaign type for what it does best.

Google’s AI is getting better every year.

But it’s not magic.

It needs a good setup and a clear direction to succeed.

As the game evolves, we’re seeing a divide in the market.

The best advertisers will know how to use these tools to get ahead…

While beginners will have a much harder time keeping up.

That’s why for brands that are new to Google Ads…

My business partner, Filippo and I always consult them to start with the basics.

Master the fundamentals and they’ll see some decent results.

Avoid relying on automated features until you fully understand how they work and what they’re designed to do.

Learn the best settings for your business.

Jackson

Founder and CEO of Echelonn.

How we can help:

• Get a free Google ads audit: For brands spending more than $20k/mo. or making over 1 million annually, we’ll identify the key bottlenecks in your account, and turn it into a free 90-day scaling plan. Click here.

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