While AI may help to make aspects of the PPC campaign management process slightly more efficient, it can lead to less control and wasted budget.

As AI continues to reshape the digital landscape across the board, businesses are grappling with how best to integrate it into their workflow processes and PPC campaign management strategies. Here’s a round up of what’s new with AI relative to PPC campaign management and some tips on how to navigate your strategy in 2026.

Google Ads and new AI innovations

Google recently announced that they are working on introducing Gemini-powered ad formats across AI Mode and Search. In a nutshell, the aim is to make ads more conversational in nature and to present the most helpful information to the user. Google’s overarching goal with the new innovation is to try integrate Gemini on a much deeper level into Search advertising.

The new ad formats will be called Conversational Discovery ads and will be designed around answering users very specific questions. Google’s Gemini AI models will undertake a detailed analysis about the users search intent behind the query and dynamically generate ad creative tailored to that specific conversation. The ads will also include an ‘AI explainer’ that will evaluate and summarise information with key messaging presented from the ad. Highlighted Answers will also become a feature, allowing for relevant ads to appear directly within the AI-generated recommendation lists.

Is AI is worth using in Google Ads?

While using AI and new ad formats can be an intriguing proposition, it does offer some downsides in terms of what you have control over. All AI systems like Google’s Smart Bidding or Performance Max make decisions automatically, therefore businesses receive less transparency on how bids and targeting is actually decided. It also presents challenges as there is no scope to manually fine-tune campaigns, as you are giving over control of your brand, to an automated process.

Looking for an experienced digital agency in Ireland for PPC Campaign Management?

While AI may help to make the Google Ads management process efficient, it can lead to less control, wasted budget and decisions based on flawed data. Thus, it works best as a support tool rather than a full replacement, with human oversight still essential to ensure strategy, creativity and real business goals stay on track.

Working with one of Ireland’s leading digital marketing agencies like FCDM for Google Ads management, can help to ensure that your strategy is built with solid foundations from the outset, managed in a strategic way to yield the most efficient results and keep your brand message aligned to your business strategy.

If you feel that your business could benefit by working with our experienced PPC campaign management team, feel free to get in touch today on +353 1 5253188 to discuss how FCDM can help take your business to new heights!