AI powers most of how paid ads work today from bidding to targeting to forecasting. This section covers how to use AI in Google Ads effectively, what POAS means, and whether agencies still matter when AI tools can run campaigns.
AI tools can run campaigns, but they don’t understand business context. They won’t: Align campaigns with wider growth strategy Adjust
Pre-launch forecasting tools analyse past campaigns, audience behaviour, and industry benchmarks to model likely outcomes. This helps: Refine targeting before
Smart Bidding uses hundreds of signals during each auction, including user intent, device, time, and behavioural patterns. No manual strategy
Most campaigns optimise for ROAS, which focuses on revenue. POAS goes further by factoring in margins, costs, and true profit.
AI is now embedded across Google Ads, particularly in Smart Bidding and Performance Max. It processes signals like device, location,