Use AI to improve marketing decisions and creative tests

Give automation a meaningful outcome

For a commerce campaign, start by checking whether completed purchases and their values are measured correctly. Google Ads supports transaction-specific values, and a unique transaction ID helps prevent a purchase being counted again when a confirmation page reloads. Our recommendation is to reconcile a sample of orders with the platform before increasing automated spend. Google conversion values ↗ · Duplicate-conversion prevention ↗

Build the brief before generating the assets

Give AI the approved product facts, audience need, offer, brand voice and evidence for every claim. Ask for different selling angles: use case, product demonstration, objection handling and comparison criteria. Google's Performance Max tools can suggest or generate assets for eligible advertisers; the advertiser can review and discard them. Availability depends on eligibility. Google's generative asset guide ↗

• Verify product appearance, dimensions, packaging, price and claims before use.
• Check that the landing page delivers the exact offer shown in the ad.
• Use approved business data and remove customer identifiers from drafting inputs.

Test an idea, not the volume of output

Our suggested test question: does a clear product demonstration produce better purchase outcomes than a lifestyle message? Keep other variables comparable and use the platform's supported experiment method. Set the success measure, budget and review point before launch. Google recommends a clear hypothesis tied to a business goal and keeping records of what the experiment teaches. Google experiments guide ↗

Use AI as an analyst with evidence attached

Have AI summarise approved campaign exports, flag unusual movements and propose checks. Ask it to separate observations from explanations. A falling conversion rate could reflect traffic quality, a weaker offer, stock issues or measurement changes; the report alone may not identify the cause. Validate calculations and account changes before taking action.

A practical weekly workflow

Choose one commercial problem, give AI a grounded brief, review two distinct creative concepts, run a suitable test and log the result. Judge the outcome on purchase value, acquisition cost and contribution, allowing for conversion delay. Do not total Performance Max asset-level conversions as if each were a separate sale: Google may credit several assets used in the same converting ad. Google asset reporting ↗