Where it all started – auto apply recommendations
Long before LLMs like ChatGPT and Gemini existed Google has been experimenting with AI features such as auto apply recommendations.
If you’ve been running PPC campaigns for a while, you’ll be very familiar with these, and how much of a headache they’ve caused you. If you’re not too familiar with Google Ads, you might not know that it could be turned on in your account and making changes that aren’t best for your account.
Auto apply recommendations gone rogue
The problem with Google auto apply recommendations is that the focus was really on increasing the quantity of people who saw your ads, rather than the quality.
Some of the things that auto apply recommendations would do include:
Keyword fiddling
This can be a complete budget drainer and whilst you’ll increase your views by hundreds or thousands, which might not be who you’re targeting as it would add new keywords, or change existing keywords to broad match.
“Improving” responsive search ads
Google Ads would take it upon itself to edit your responsive search ads, sometimes adding random lines from your landing pages that didn’t make sense.
Automatic bid strategies
Google Ads auto apply recommendations could also automatically add an unachievable target ROAS (Return on Ad Spend) which can slow the amount of conversions you get.
The state of Google Ads & AI in 2026
Whilst auto apply recommendations do still exist, many users who run Google Ads have wised up to the fact that having them turned on in your account can be detrimental.
Google Ads now has more advanced AI functionality that can be helpful but still need a human touch.
AI Max
AI Max has replaced the old Dynamic Search Ads (DSA), and is arguably better as it tries harder to match keyword intent, whilst using Gemini 3 to tailor ad copy based on the landing page that it’ll send users to.
Generative images and videos
Google has integrated its most powerful generative creation tools into Google Ads including Veo for videos and Nano Banana for images that help make assets for you to use in your campaigns.
Advances in PMAX campaigns
PMAX was really the first big AI-powered advertising tool, and it continues to evolve, now allowing negative keywords and the ability to exclude existing customers with first party data exclusion.
Why AI can’t run PPC for you and needs the human touch
Whilst all of the tools listed above can be great at speeding up campaign creation, the most important thing it’s missing is context.
AI doesn’t understand your brand, yet
Whilst a Google Ads algorithm can analyse which headline, image or video gets more clicks, it doesn’t really understand your industry or brand’s voice currently. Therefore, it might find a great headline that it knows is performing, but may be targeting the wrong audience.
AI doesn’t get negative keywords
Negative keyword management is one of the most important aspects of running any Google Ads campaign, but AI doesn’t get that yet. Right now, AI can tell which keywords are performing well, but it won’t know which keywords are completely irrelevant and are costing you money.
Collaborative intelligence is important
To sum it up, a healthy Google Ads campaign runs on a mix of both AI and a human touch.
AI can build the foundations of a campaign, but a PPC Agency like The PPC People is absolutely necessary to fine-tune campaigns, make sure you’re targeting the right people, and importantly do the off-Google Ads setup like landing pages and conversion tracking.
At The PPC People, we fully embrace using AI to our advantage when it comes to creating and managing our clients’ PPC campaigns.
Get in touch with our team to find out more about how we can help you leverage AI in Google Ads.