In the latest Ads Decoded podcast, Ginny Marvin and Brandon Ervin discuss how traditional granular campaign structures may be outdated in AI-driven Search Ads.
They advocate for simpler setups that leverage machine learning, emphasizing early-stage search intent over granular controls.
New tools allow advertisers to focus on intent signals, and a curiosity mindset helps transform campaign setups into strategic levers.
Key takeaways: simplify for AI, prioritize intent, and adapt controls for better performance.
You Might Also Like
TikTokFuel discovery and engagement with Branded Buzz and Search Hubs
TikTok's Branded Buzz and Search Hubs turn creator-led discovery into brand destinations, boosting search views by 58% and driving deeper engagement.
AppsFlyerWinning Ramadan 2026: A Data-Backed Playbook for Gulf Decision Makers
Ramadan boosts mobile engagement and ROI. Acquiring users pre-Ramadan yields higher LTV. Remarketing outperforms acquisition, especially during Iftar and Suhoor. Post-Eid, focus on retention via loyalty mechanics. Use Ramadan as a stress test for AI-driven strategies.
TikTokThe TikTok full-funnel gold mine your agency can't afford to ignore
TikTok and January Digital advocate blending brand and performance marketing. They propose a full-funnel approach using TikTok's tools for discovery, engagement, and conversion, breaking down silos for holistic growth.
SensorTowerSensor Tower APAC Awards 2025
In 2025, APAC publishers drove a historic digital shift: non-game app revenue surpassed gaming, with Short Drama and AI growing 278% and 148%. Awards highlight top apps like Asken, Blinkit, and DeepSeek, showcasing mobile as daily life infrastructure.
GoogleAI Max Turns 1 with new ways to steer performance and expansion to more advertisers
AI Max now extends to Shopping and Travel campaigns, using feeds to capture long-tail searches. AI Brief lets advertisers guide AI with custom messaging, matching, and audience rules, improving relevance and control.
GoogleA new generation of ads for the AI era of Search
Google introduces new AI-powered ad formats in Search using Gemini models, including Conversational Discovery ads, Highlighted Answers, AI-powered Shopping ads, and Business Agent for Leads, to provide personalized, helpful ad experiences that build trust.
MetaThe trends reshaping search and the ROI that justifies moving now
Search ads are shifting from Google to social platforms like Meta. Short-form video and AI are reshaping discovery. Incrementality data shows Meta drives 2.3x higher iROAS for new customers. CMOs should rebalance budgets and treat catalogs as search assets.
MetaHow to optimize content for social search on Meta technologies
Social search creates demand, not just captures it. Visual content like reels and creator recommendations spark purchase intent. Brands should optimize captions for search queries and use product tags.
More from Google
YouTube earns industry's first MRC accreditation for short-form video.
YouTube receives MRC brand safety accreditation for the sixth year, now expanded to include YouTube Shorts. This makes Y...
Here's how AI is rebuilding the foundation of modern marketing.
The Ads Decoded podcast final episode features Google product teams discussing Gemini models for Search and YouTube, plu...
Google Display Ads has a new home in Demand Gen.
Google Display Ads is transitioning into a unified Demand Gen platform, allowing display advertisers to manage GDN prese...
A new generation of ads for the AI era of Search
Google introduces new AI-powered ad formats in Search using Gemini models, including Conversational Discovery ads, Highl...
Asset Studio is entering a new era of AI-powered creativity.
Asset Studio helps create Google Ads assets from briefs, brand guidelines, and goals. It generates multiple themes, allo...
Meet Ask Advisor, your new AI-powered collaborator
Ask Advisor unifies Google Ads, Analytics, and Marketing Platform agents into a single AI collaborator. It offers proact...