Paid Search and AI: What Executives & Marketing Decision-Makers Need to Know
AI in Paid Search isn’t optional anymore, so it’s time to pause, take a deep breath, and get caught up on what it all means—before your next update meeting with your digital ads agency starts sounding like a foreign language. Spoiler: It’s less about you losing control over your campaigns and more about understanding how embracing AI can lead to better performance and smarter strategies.
AI and Generative AI: Know the Difference
Let’s break this down. At its simplest, Artificial Intelligence (AI) is exactly what it sounds like: intelligence that’s, well, artificial. It’s a bunch of data crunched into one place and then used to control something or generate new things. AI has been around for decades. It’s been working behind the scenes on everything from Google’s search algorithm to determining which posts you see on Instagram. Heck, it’s probably responsible for why your oven knows exactly how long to roast a turkey without you hovering nearby.
Then there’s Generative AI, which has been making headlines everywhere. It’s been around for a while too, but over the past year, it’s exploded. This is the AI responsible for creating new content—whether it’s ideas, music, images, or text. Think of ChatGPT writing student essays or those bizarre AI-generated images of famous figures doing oddball things like Jesus made of crab claws or people riding horses made out of Coke bottles.
When Google Ads or your agency tells you about a new campaign type that practically runs itself, or a tool that creates videos from scratch, you’re seeing the intersection of these two types of AI at work. So yes, AI has been quietly (or not so quietly) steering the ship, but now it’s stepping into the spotlight—and it’s here to stay.
It Won’t Be Optional for Long
Remember the good ol’ days when you had control over every setting in your campaigns? Well, that ship is sailing. Some of the manual settings you used to swear by are no longer available, and more are disappearing. Google’s pushing for more automation in areas like ad copy, bidding strategies, and even which creative gets shown, and they’re not asking for your permission.
Take “exact match” keywords—not-so-newsflash, they no longer match exactly. Remember the death of text ads and birth of obligatory responsive text ads? Manual CPC bidding? It’s becoming a relic, and most often, it can’t outperform automated bid strategies.
The bottom line: Google believes automation can deliver better performance, so they’ve engineered their systems to reward that approach. It’s time to embrace the fact that losing some control doesn’t mean losing your edge; it means better results in the long run.
AI Tools Will Affect How You Advertise in Search
Google Search is rolling out new features at a breakneck pace—so fast that just when you’ve figured out one, a new one appears. One of the most significant changes is how AI-generated answers are starting to play a role in search results. These AI-driven snippets will impact where your ads show, how often they appear, and how they perform in comparison to the organic content Google is delivering.
The way search results look and feel is changing, and that means the role your ads play will evolve too. But don’t panic! Stay adaptable. Be open to trying new campaign types, even if they feel unnecessary at first. Search ads aren’t going away, but how they integrate with the rest of the content on the page is shifting—and the best way to stay ahead of the curve is to be willing to experiment with new formats and placements.
You’re Going to Test More Than Ever
Here’s the reality: the future of paid search is going to be fast-paced, and that means testing will be your new best friend. With the constant innovation happening in AI tools, you’re going to see a flood of new campaign types and platform updates.
Yes, this may feel like riding a roller coaster, but it’s a ride you need to get on if you want your paid search ads to keep delivering. Some AI-powered features will be game-changers for your industry, while others may be duds—but the only way to find out is to jump in and test. Expect to experiment more frequently and say “yes” to testing new tools and formats as they emerge.
Education is Your Competitive Advantage
Just a little tough love here: Waiting on the sidelines until AI is “perfected” isn’t a strategy—it’s a risk.
In the fast-paced world of AI-driven paid search, early adoption is not just an option—it’s a strategic advantage. The companies that take the time to educate themselves and adopt AI tools sooner will reap the benefits of faster insights, better optimizations, and more adaptable strategies. Those that embrace AI now will be better positioned to navigate the ever-changing landscape of digital advertising, leaving competitors who hesitate struggling to catch up.
AI technology is evolving at breakneck speed, and it’s unlikely that there will ever be a moment where it feels like everything is finally “done.” Businesses that choose to experiment with AI today will have the upper hand in the future, equipped with the knowledge and experience that only comes from hands-on testing and real-world application.
Think of education in AI as an investment in long-term competitiveness. By continuously asking questions, testing, and adapting to AI innovations in paid search, your business stays ahead of the curve. Rather than scrambling to implement what’s now considered standard, you’ll be setting the pace for others to follow.
In Summary: Pay Attention, Get Onboard, or Get Left Behind
Let’s be real— a detailed article on AI-supported features in paid search would be outdated before the ink dried (or rather, before we even hit publish). As an agency with a death grip on the magic AI carpet, we know a thing or two about how to keep up and figure this commentary is far more valuable to keep you up to date on AI as it pertains to your paid search initiatives. The pace of change is relentless, but the key takeaway here is simple: you can’t afford to sit on the sidelines. If you want to keep your paid search investments performing at their best, a “bah humbug” to AI isn’t going to cut it.
So, while AI might be steering the ship, it’s up to you to make sure your company is on board with the new wave of AI-driven marketing. And luckily, if you’ve got the right agency at your side (like, ahem, one that knows a thing or two about staying on top of AI trends), you’ll be well-positioned to ride the magic AI carpet without missing a beat.