Google Ads: New AI-Powered Features and Controls for 2024
In 2024, Google Ads has made a significant leap in leveraging generative AI to help businesses optimize their marketing strategies and boost performance. With new tools and controls designed to empower advertisers, these features promise to revolutionize how companies connect with their audiences.
Whether you’re a large enterprise, a digital marketing agency, or a freelance SEA expert, understanding these updates is crucial for maximizing ad potential. Below, we break down the most impactful features, helping you to drive results using AI-driven Google Ads campaigns.
What’s New in Google Ads for AI-Powered Campaigns?
Conversational Search Campaigns Powered by Gemini
One of the biggest updates is the Gemini AI model, which introduces a conversational experience for search campaigns. This tool automatically generates ad components like headlines, descriptions, and even images, making it easier to set up high-performing campaigns. It goes beyond traditional English and will soon support French, German, and Spanish, helping businesses tap into more diverse audiences.
For example, with this generative AI integration, marketers can input a simple description, and Google Ads will generate creative assets tailored to match the campaign’s objectives. The AI also optimizes assets by learning from previous campaigns and adjusting ad variations in real-time.
Automatically Created Assets for Responsive Ads
The Automatically Created Assets (ACA) feature uses AI to generate dynamic and responsive search ads (RSAs) by pulling data from landing pages, keywords, and manual inputs. By combining these assets, ACA enables marketers to cover a wider range of search queries, enhancing relevance and driving higher conversions. This feature now supports not only English but several other languages, widening its scope globally.
Expanding AI-Driven Performance Max Campaigns
The Performance Max campaign format continues to evolve with AI-enhanced features that can automatically generate image and video assets. This format allows marketers to connect with customers across multiple channels such as YouTube, Search, and Display. It is designed to be nimble and optimize campaigns based on audience signals, creative preferences, and performance goals.
AI-Powered Image and Video Editing
One of the standout additions is the AI-powered image editing tool, which expands beyond Performance Max to Search, Demand Gen, and App campaigns. Advertisers can now manipulate their images by removing objects, expanding backgrounds, and adjusting proportions—all powered by AI. This update reduces the time spent on manual edits and enhances ad creativity without sacrificing control.
Additionally, Google has introduced video placement reporting for Performance Max campaigns, giving advertisers more transparency about where their ads are shown and how they perform. This feature is especially valuable for ensuring brand safety, as it allows you to exclude unsuitable placements.
Brand Control and Customization Features
Brand Guidelines for Consistency
Another critical feature is the rollout of brand guidelines for Performance Max, ensuring that businesses maintain a consistent visual identity across all ad formats. Marketers can now upload specific brand elements, such as fonts, colors, and logos, which the AI will use to create brand-aligned assets. This functionality is essential for maintaining brand integrity while scaling ad production.
Campaign-Level Negative Keywords
Responding to long-time requests, Google Ads now allows for campaign-level negative keywords in Performance Max. This feature ensures that advertisers can filter out irrelevant or unwanted search terms, enhancing campaign precision. Alongside omnichannel bidding—soon available for Demand Gen campaigns—advertisers will gain more granular control over how their budget is allocated.
Advanced Reporting and Insights for Optimization
Google Ads has integrated new reporting capabilities, such as conversion metrics at the asset level and impression share reporting for Performance Max campaigns. These updates allow advertisers to get deeper insights into which assets drive conversions, helping them make data-driven decisions to optimize their campaigns.
How to Leverage These New Features
🔥Tips for Agencies and Freelancers
- Test the New Asset Generation Tools: Use Gemini AI to quickly generate creative variations that align with your brand while targeting new markets. This is especially useful when managing multiple clients.
- Use Image Editing for Creative Refreshes: Refresh your creatives mid-campaign with AI-powered image tools, ensuring your ads stay relevant without requiring extensive manual adjustments.
- Optimize with Conversion Metrics: Leverage the new conversion insights to identify underperforming assets and apply AI-generated recommendations to improve campaign ROI.
For Larger Enterprises
- Integrate Brand Guidelines: Ensure consistency across all channels by taking advantage of the new brand control tools. This is crucial for maintaining a unified brand image across large-scale campaigns.
- Negative Keyword Strategy: Implement campaign-level negative keywords to streamline ad targeting and avoid irrelevant traffic, which can waste budget.
Conclusion
With these AI-powered features, Google Ads is giving businesses of all sizes—from freelancers to enterprises—the tools to optimize ad performance like never before. By using these innovative capabilities, businesses can enhance their ad creative, improve campaign insights, and exercise greater control over their brand’s presence.
Now is the time to explore these features and integrate them into your marketing strategy. Whether you’re looking to scale faster, improve conversion rates, or connect with global audiences, Google Ads’ latest innovations are designed to help you succeed.
Let us know how you plan to implement these new tools in your next campaign! Share your thoughts in the comments below👇.
