What to leave ON and what to switch OFF with Google Ads AI Automation.
Google Ads AI and automation can be incredibly powerful — when used with intention.
Automation helps scale, test, and optimise faster than any human ever could.
But it only works at its best when it’s guided by the right data and clear priorities.
Without accurate tracking, meaningful conversion actions, and defined values, the system can’t tell the difference between activity and outcomes. In that situation, automation will still optimise — just not necessarily towards what’s right for your business, profit, or long-term growth.
That’s why deciding what you allow Google to automate matters just as much as the strategy itself.
Common AI-driven features you may choose to enable or switch off include:
• Auto-applied recommendations
• Broad match keyword expansion
• Optimised targeting on Display campaigns
• Automated bidding without value signals
• Conversion actions that don’t reflect true business outcomes
• AI-generated ad copy
• AI-written sitelinks
• AI-written callouts
• AI-generated structured snippets
Automation should support your strategy — not make decisions in the absence of one.
Need a hand reviewing what’s switched on or off in your account — and whether it aligns with your KPIs, goals, and long-term growth?
DM us today.
