AI Can Get Your Google Ads Campaign Close. Here’s Why That’s Dangerous.
You typed the perfect prompt, hit enter, and out popped a full Google Ads strategy in three seconds. That feeling of instant success is incredible.
As an AI lover, I get it 100%. I have used AI to calculate my macros, help me write blog posts, help me do decks…BUT…as an expert in Google Ads is makes me cringe.
Here’s the problem: AI is trained on old data. Its advice often relies on yesterday's best practices, not today's machine-learning reality. And sometimes the advice is just W R O N G…
Don't Settle for 'Good Enough': Vetting AI's Flawed PPC Advice Is Important:
The Structural Red Flag: Ignoring PMax for Standard Shopping
The Budget Red Flag: Using Yesterday's Bidding Strategy
The Intent Red Flag: Emotionless and Illegal Ad Copy (ok not fully illegal but the legal department would ❌ the ad copy)
The Targeting Red Flag: Mixing up Campaign Capabilities (wrong information here)
The Takeaway: The Human Vetting Standard (please, please call me and save yourself)
1. The Structural Red Flag: Ignoring PMax for Standard Shopping
The most glaring AI-generated Google Ads red flag is campaign structure.
AI models are notorious for recommending a setup straight out of 2018: Standard Shopping Campaigns with siloed, generic Search Ad Groups.
This approach cripples a new account because it starves the system of the broad data signals that modern Smart Bidding needs. Ignoring Performance Max (PMax) in 2025 is not a choice; it’s a strategic failure.
I know this because when I was writing this post I made up an advertiser and asked, Google’s Gemini to build the paid search account for me and tell me, “exactly which campaigns to choose”.
The Sarah Stemen Way: Inside-Out Structure
PMax is designed to find intent across Google’s entire ecosystem, acting as the foundation for modern e-commerce.
We start by securing your brand terms and then launch a PMax campaign with high-quality assets and a perfect product feed. This allows the machine to learn fast. And this is my go to set up for how Google Ads works today.
We only expand into expensive, non-brand Search after that core conversion data is solid. We do this because Pmax leans heavily into non-brand as well as YouTube, Discovery and Display.
2. The Budget Red Flag: Using Yesterday's Bidding Strategy
The AI Recommendation: "Start with a manual bidding with a max bid of $5 per click."
For a premium luxury brand, this is an outdated AI PPC strategy that exposes a fundamental misunderstanding of business goals. You also don't know if $5 is even correct.
Manual bidding is a low-quality bidding strategy. It tells Google, "Just get me clicks, I don't care if they convert." It is also based on a flawed “last click” assumption that ignores the customer journey.
If your goal is profit and not just traffic then you need to signal value to the machine from Day 1.
This is why I recommend starting Maximize Clicks until you have enough data, then moving to a Maximize strategy for value or conversions, depending on if you are e-comm or lead gen.
Again, I know that AI recommends manual bidding because I asked it to build a campaign for me with no conversion data.
The Sarah Stemen Way: Strategic Bid Management
You won't stay on Maximize Clicks forever. Your goal is to move to a conversion-focused strategy as soon as you have reliable data. I promise.
I don't test to "see what happens"; I set targets for Return on Ad Spend (ROAS) or Cost Per Acquisition (CPA).
We look at your gross margins and set a target that reflects a profitable investment, not a cheap cost-per-click. This signals to Google’s algorithm that you are looking for high-value buyers, not bargain hunters.
💰 Bonus: How to Set Target ROAS and Target CPA
These calculations help you determine the optimal bid targets for profitable, long-term campaign scaling.
| Target Strategy | Goal & Calculation | Luxury Pan Example |
|---|---|---|
| Target CPA (Cost Per Acquisition) |
Goal: Maximize *volume* of conversions at a specific cost.
Formula: Avg. Conversion Value - Profit Margin - Shipping/COGS = Max CPA |
|
| Target ROAS (Return On Ad Spend) |
Goal: Maximize *value* of conversions at a specific return.
Formula: (1 / Max Ad Spend Percentage) x 100 = Target ROAS % |
|
3. The Intent Red Flag: Emotionless and Illegal Ad Copy
AI can generate headlines in seconds, but it cannot vet them for brand alignment or legal liability.
This is where the human difference is non-negotiable for premium brands.
The Problem: The AI suggested using long-tail keyword strings like "Professional chefs pots and pans" that are clunky and expensive. It also suggested copy like "Used by Michelin Star Chefs"—a claim that could land you in legal hot water if it’s not true.
The Fix: Ad copy must appeal to the customer's aspiration for a luxury product, not just the product features. It must be emotionally resonant and legally safe.
I once had a high-growth client whose AI-generated copy was flagging every week for vague legal concerns. We had to manually review every single headline for brand integrity.
The Sarah Stemen Way: Arguments, Not Just Keywords
Great copy crafts an argument that justifies the premium price point.
We verify claims. We make sure the ad copy aligns perfectly with the landing page and the overall luxury tone. We don't just fill character limits; we craft arguments that turn high-intent searchers into high-value buyers.
4. The Targeting Red Flag: Mixing up Campaign Capabilities
The AI Recommendation: "Use this list of Custom Audiences in your Search Campaign targeting."
This is the ultimate AI Google Ads failure that confirms the advice is outdated or fundamentally wrong.
Custom Audiences (which use interests, URLs, and apps) are primarily used for Display, YouTube, and Demand Gen campaigns. Search campaigns rely on intent (what they type) and audience signals (who they are).
This kind of advice shows the AI is blending best practices from different platforms, making the suggestion technically unworkable and a massive waste of time.
🎯 The Takeaway: The Human Vetting Standard
The AI can do the heavy lifting: the initial draft, the brainstorming, and the basic setup.
But it cannot think like a business owner who understands margins, legal risk, or the latest 90-day platform shift.
Here’s your Vetting Checklist for AI-Generated PPC Advice:
Don’t just take the strategy the AI gives you. Vet it.
If you are a CMO or decision-maker and you don't have the time or team to vet a strategy this deep, you need a human partner.
| Red Flag 🚩 | Why it's Dangerous | Human Vetting Step ✅ |
|---|---|---|
| Old Campaign Structure | No PMax, only Standard Shopping. Wastes budget, limits algorithm learning. | Replace with PMax or PMax for Store Goals. |
| Manual Bidding Strategy | Forces human guessing, relies on the outdated "last click" assumption, and ignores conversion value signals. | Start with Maximize Clicks for data, then pivot to Target ROAS or Maximize Conversions (Value). |
| Emotionless Copy | Generic, non-compliant, or factually unverified claims. Damages brand reputation and fails to justify the premium price. | Verify all claims and integrate emotional, aspirational language. |
| Misapplied Targeting | Suggests using Custom Intent audiences for Search Campaigns. Technically flawed, shows AI misunderstanding of core campaign types. | Rely on high-intent keywords and conversion-based audience signals. |
That’s exactly what my $750 Google Ads Audit provides. I do the deep review and give you a recorded walkthrough so you know exactly where your current strategy (or your AI’s strategy) is failing the modern standard.
