Let’s cut to it…if you’re still treating Google Ads like it’s 2020, you’re losing money. The platform has changed. A lot. AI now sits in the driver’s seat, and if you don’t understand how that impacts your campaigns, you’re either handing over control blindly or fighting a losing battle.

What’s the Risk of Fully Automated Google Ads Campaigns?

Performance Max. Broad match with smart bidding. Demand Gen campaigns. These aren’t experimental anymore, they’re the default. Google wants you to hand over your budget and let its algorithms decide what works best. Sounds great, right? It can be. But it also puts marketers in a strange spot: more data, less visibility.

Performance Max combines all networks into one: Search, Display, YouTube, Discover and promises efficiency. But try figuring out why something worked or where your spend went. Spoiler: you can’t. It’s a black box with a credit card slot.

Does Broad Match with Smart Bidding Actually Work in 2025?

Broad match used to be a swear word in PPC circles. But Google insists it works better now, if you pair it with smart bidding. And honestly? Sometimes it does. Google’s machine learning can find conversions you wouldn’t manually target. But when it gets it wrong, it really gets it wrong. Suddenly, you’re paying for search terms that are miles off-target.

If you’re going to go this route, structure is key. Group tightly related keywords, feed the algorithm high-quality conversion data, and track everything with a sceptical eye.

What Are Google Demand Gen Campaigns and Should You Use Them?

This one’s Google’s attempt to win back ground from Meta and TikTok. Demand Gen pushes visually led ads across YouTube Shorts, Discover, and Gmail. It’s all about awareness, not search intent, which means you need a mindset shift. Don’t expect clicks and conversions straight away. Think branding. Retargeting. Engagement.

It’s powerful, but only if you treat it like what it is: top-of-funnel. If your sales team is breathing down your neck for leads, Demand Gen won’t save you.

Is Google Ads Automation Better Than Manual Control?

It depends. For high-volume accounts with clean conversion tracking, automation can outperform humans. But for niche markets, new businesses, or campaigns with sparse data? Manual control is often safer.

Here’s what I tell clients: automation isn’t hands-off. It’s different hands-on. You’re not tweaking bids anymore, you’re feeding the machine better data. Sharper creative. Cleaner structure. Smarter exclusions. And you’re watching the performance like a hawk.

How to Stay in Control Without Breaking the System

• Track conversions properly. Guessing doesn’t cut it. Use enhanced conversions and offline import if needed.
• Use audience signals, not just keywords. Tell the machine who your ideal customer is.
• Test everything. Just because it’s automated doesn’t mean it’s infallible.
• Kill what’s not working. Performance Max eating your budget? Pull it. Test another setup.
• Stay sharp. Google’s suggestions aren’t gospel. They’re nudges to spend more.