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AI has already transformed how we create content, engage with customers, and analyse performance. Now it’s reshaping the very core of paid search advertising, particularly in Google Ads.

From automated bidding strategies to AI-generated ad creatives, the role of machine learning in paid campaigns is no longer optional. It’s built into the platform. While these changes promise improved performance and streamlined workflows, they also challenge marketers to rethink how they plan, optimise, and report on campaigns.

Here’s what’s changed, what’s on the horizon, and how marketers are adapting in a landscape driven by automation.

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Google has introduced a major change to the way we interact with search. Known as AI Mode (previously Search Generative Experience or SGE), this new mode uses generative artificial intelligence to summarise search results directly within Google’s results page.

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