Google AI multiplies your business results by helping you drive new customer connections, build high-quality creative, and make confident decisions grounded in insights.

Do you have the essentials to succeed with AI? Once you’ve set your marketing goals and aligned your efforts to your broader business priorities, review the checklist below for ways to supercharge your marketing with Google AI today.

Get ready with the right foundation

Strengthen your measurement strategy with high-quality, consented data to guide Google AI to better maximize your ROI and business outcomes. First-party data is especially valuable because it comes from the direct relationships you have with your customers.

1. Establish robust sitewide tagging with the Google tag, so you can capture the data that matters most to you. And for advertisers operating in the European Economic Area and the U.K., create a strong framework to collect and maintain users’ consent with Consent Mode.

Google Ads AI Essentials: Google Tag and Consent Mode

A guide to setting the foundation for effective and privacy-compliant conversion measurement.

About Google Tag and Consent Mode

The Google tag is essential for gathering data on website interactions post-ad click, while consent mode adjusts tag behavior based on user consent, ensuring privacy. Together, they provide detailed website analytics to inform data-driven marketing decisions.

Follow these best practices to get started:

Ensure Robust Site-Wide Tagging

Google Tag

Install a single tag ID across your website to use with Google products and services.
For comprehensive measurement, place the tag on every page.
Add event snippets or phone snippets to track specific actions.

Setup Instructions: Follow the steps to set up Google tag.

Streamline Tag Management

Google Tag Manager

Manage tags without modifying website code.
Test tags easily and ensure reliable data and efficient page loads.
Supports Google, third-party, and custom tags. See all supported tags.

Gather User Consent and Adjust Tags

Consent Mode

Adjust tag behavior based on user consent for improved conversion measurement.
Essential for compliance in the European Economic Area and the UK.

Benefits:

Enhances conversion attribution.
Provides control over credit allocation for ad interactions.

Upgrade to Latest Consent Mode APIs

Upgrade to the latest version for granular consent options.
For app advertisers using App Attribution Partners (AAP), ensure consent signals are communicated via the latest AAP SDK/API version.
Consider custom solutions with our resources for more configurability and control.

Stay Informed About Privacy Regulations

Be prepared for Chrome’s third-party cookie deprecation and evolving privacy regulations.
Consent mode helps you maintain performance with consented first-party data and Google AI.

Use Google-Certified Consent Management Platform (CMP) Partners

CMP Partners

Automatically update to the latest consent mode version.
Implement or upgrade consent banners for your website/app.
Manage consent banner content.
Pass consent signals back to Google for verified conversion measurement and audience targeting.

Compliance: Essential for compliance with the ePrivacy Directive (ePD) and the General Data Protection Regulation (GDPR).

By following these best practices, you can ensure robust tagging and consent management, enhancing your marketing effectiveness while respecting user privacy.

2. Set up enhanced conversions to improve the accuracy of your conversion measurement.

Google Ads AI Essentials: Enhanced Conversions Best Practices

A guide to improving the accuracy of your conversion measurement.

About Enhanced Conversions

Enhanced conversions improve online conversion measurement accuracy by using first-party data. They capture hashed customer data from conversion pages and match it against Google’s logged-in data, enhancing observable conversion data without compromising user privacy. This data supports solutions like modeled conversions and bidding optimization, driven by Google AI, to improve campaign performance.

Enhanced conversions can be implemented in two ways:

Enhanced conversions for web: Supplement existing conversion tags.
Enhanced conversions for leads: Use offline conversion data.

Google ensures the confidentiality and security of your data, adhering to industry-leading standards. Learn more about our data policies and data usage.

Establish Robust Sitewide Tagging

To enable enhanced conversions for web:

Build a foundation of first-party data from your website, focusing on deep conversion types like subscriptions, sign-ups, and purchases.
Use Google tag to capture important conversion data.
If operating in the European Economic Area or the UK, ensure user consent with Consent Mode.

Implement According to Your Conversion Source

Choose your implementation approach based on your conversion source: Google Ads, Search Ads 360, or Google Analytics 4.

For Google Ads:

Navigate to your conversion actions summary page and select “Turn on Enhanced Conversions.”

For other platforms:

Follow the specific guidelines for implementing enhanced conversions with Search Ads 360 or Google Analytics 4.

3. Assign values to your conversions based on your business goals (e.g. revenue, profit margins, or lifetime value).

Google Ads AI Essentials: Conversion Values Best Practices

A guide on measuring and optimizing your true business impact with AI tools.

About Conversion Values

Smart Bidding uses Google AI to tailor bids for each ad auction, helping you achieve marketing goals by optimizing bids in real-time. This guide explains how to measure conversion values and use value-based Smart Bidding to drive better results in Search campaigns.

Understand Business Impact Through Conversion Values

Assign values to your conversions to measure and optimize the real impact of your ad campaigns.
Understand the total business value generated by Google Ads beyond just counting conversions.
Identify high-value conversions to optimize your advertising strategy.
Track ROI using the “Conversion value/cost” column to adjust budgets and targets.

Set Up a Measurement Foundation

Check your tagging setup: Ensure your Google tag or Google Tag Manager captures conversion actions accurately.
Connect additional 1P data sources: Use Google Ads Data Manager to manage customer information from various technologies.
Use enhanced conversions: Enable enhanced conversions for web and leads for accurate measurement.
Utilize data-driven attribution: Accurately distribute value across customer journeys.
Select a single stage of your lead-to-sale funnel: Choose a goal with a short conversion delay and at least 15 monthly conversions.
Track and upload conversions frequently: Ideally, do this daily for up-to-date data optimization.

Define Your Conversion Values

Static Values: Assign a single value to each conversion action. Ensure at least 2 unique values are measured across different actions, avoiding zero values.
Dynamic Values: Assign values based on the specific value of each conversion, providing a more accurate representation of transaction values.

Optimize Bidding with Conversion Values

Maximize conversion value with a target ROAS: Optimize bids to maximize conversion value, aiming for your target ROAS.
Maximize conversion value without a target: Optimize bids within a set budget to maximize conversion value in each auction.

4. Use Google Analytics 4 to gain deeper insights across your websites and apps.

Google Ads AI Essentials: Google Analytics 4 Best Practices

A guide to using Google Analytics 4 (GA4) for deeper insights across your websites and apps.

About Google Analytics 4

Google Analytics 4, powered by Google AI, helps surface relevant insights, predict future purchasing behaviors, and address unknowns in the consumer journey. Follow these steps to maximize the benefits of GA4 with Google Ads.

Share Conversions with Google Ads

Link Your Accounts:
- Link your GA4 property to Google Ads.
- Enable auto-tagging in your Ads account.
Set Key Events and Conversions:
- Select key events in GA4 that you want to use as conversions in Google Ads.
- Mark important events as key events and conversions to track their performance across Google Analytics Data API, BigQuery, and the Advertising section’s conversion performance report.
Create Google Ads Conversions:
- In your Google Ads account, go to Create and select Conversion action.
- Choose Import, select Google Analytics 4 properties, and continue.
- Select the key events to import, then click Import and continue.
- Click Done.
Avoid Duplicate Conversions:
- If using both Universal Analytics and GA4, avoid duplicate conversions by either removing UA conversions or marking them as “secondary” in Google Ads before creating GA4-based conversions.
- Learn how to migrate UA goals.

Measure Campaign Performance

Use GA4 Conversion Data:
- Use GA4’s imported conversions to inform your automated bidding strategies and leverage Google AI for improved results.
Build Audience Lists:
- Create audience lists, including predictive audiences, in GA4 to create custom segments for your Google Ads campaigns.

Evaluate iOS Campaign Performance with SKAdNetwork

Set Up SKAdNetwork:
- Set up your SKAdNetwork conversion value schema to better measure install and post-install events.
- Register your app with the SKAdNetwork using GA4 for improved cross-network install measurement.
Integrate with Google Ads:
- Integrate your SKAdNetwork schema with Google Ads for optimized event and value-oriented bidding.

By following these best practices, you can effectively use Google Analytics 4 to enhance your insights and optimize your Google Ads campaigns.

5. Adopt Customer Match to reach and re-engage your customers across Google’s surfaces.

Google Ads AI Essentials: Customer Match Best Practices

A guide to using first-party data to enhance customer engagement.

About Customer Match

Customer Match leverages your online and offline first-party data to reach and engage new and existing customers across Google’s platforms, including Search, the Shopping tab, Gmail, YouTube, and Display. Your customer data helps Google AI optimize bidding and audience strategies for more personalized, higher-performing campaigns. Applying Customer Match list signals can result in a 5.3% conversion uplift. Customer Match can help you:

Cross-sell products or services to existing customers.
Reach existing customers with special offers.
Reactivate dormant customers.
Find new customers similar to your best ones.

In a cookieless future, Customer Match will remain vital for audience management and targeting.

Best Practices for Using Customer Match

Maximize List Size with First-Party Data

Upload Diverse Data: Include email addresses, phone numbers, mobile device info, and physical addresses in the right format to create large audience lists.
- Tip: Use a verified Customer Match upload partner to streamline uploads and add information, increasing match rates and list size.
- Google hashes and matches customer data with Google accounts, deleting data after matching. Learn more about Google’s data use.
Monitor Match Rate: Use match rate to diagnose potential data formatting issues. Aim for a match rate between 29% and 62%. Improve match rates by formatting and encrypting data correctly.
- Tip: Include multiple sources of customer information (e.g., email and phone number) in the same row of your data file for accuracy.

Find New Audiences

Enable New Customer Acquisition Goal: Use AI to identify and reach new customers based on your existing lists. Learn more.
Create Lists from Lead Forms: Automatically populate lists with users who submit information to your lead forms. Learn more.

Keep Lists Fresh for Optimal Performance

Regular Updates: Update lists frequently to prevent them from becoming stale. Methods include:
- Manual Uploads: Schedule weekly updates.
- API: Automate daily uploads.
- Upload Partner: Use partners to refresh lists frequently.
- Third-Party Solutions: Set up automated updates (e.g., with Zapier).
- Conversion-Based Lists: Enable this in Account Settings to keep lists updated automatically based on conversions.
Enhanced Conversions: Implement enhanced conversions to auto-generate customer lists aligned with your goals and updated in real-time.

Drive Campaign Optimization

Smart Bidding and Optimized Targeting: Use your Customer Match lists with Smart Bidding and optimized targeting to enhance campaign performance, focusing on goals like conversions.

By following these best practices, you can effectively use Customer Match to improve customer engagement and campaign performance.

6. Prioritize strong creative inputs, then use our AI-powered creative tools to build a wide range of assets for your campaigns.

Google Ads AI Essentials: Creative Performance Best Practices

A guide to maximizing creative performance with Google AI

About Creative Performance

Creative assets are crucial, responsible for 49% of advertising’s total sales impact (NCS). Consumers expect relevant, personalized experiences at every touchpoint. AI-powered solutions deliver creative variations at the speed, quality, and quantity needed to resonate with customers.

Follow these best practices to maximize your creative performance.

Provide Quality and Quantity

Give Google a variety of high-quality inputs to determine what works best. Ensure your creative elements, from your website to image assets, are on-brand and up-to-date.

Build a diverse, accurate website: Ensure your website’s landing pages provide current and specific information, which Google uses to build new creative assets.
Aim for quality and quantity: Include a range of headlines and descriptions to allow Google AI to test combinations and find the best performers. Ensure each ad group has at least one responsive search ad with ‘Good’ or ‘Excellent’ Ad Strength.
Add image assets: Use image assets in your Search ads or enable dynamic image assets for automatic selection of relevant images from your landing pages.

Generate at Scale

Leverage Google AI to create better assets quickly and at scale.

Generate new assets:

Enable automatically created assets: Activate automatically created assets in Search and Performance Max campaigns to generate relevant headlines and descriptions tailored to customers’ context and intent.
Use new asset generation and generative AI in Performance Max: Generate new headlines, descriptions, and lifestyle images directly in the Google Ads UI.
Create a Search campaign via chat: Use the new conversational experience in Google Ads to get AI-generated suggestions for keywords, headlines, and images.

Augment existing assets:

Utilize the video creation tool: Create videos in various orientations using the video creation tool, and Trim video to make Bumpers from longer clips.
Enhance product imagery with Product Studio: Use Product Studio in Merchant Center Next to update product images for various customers, offers, and ad formats.

Evaluate and Optimize

Use insights to understand performance, iterate, and improve.

Share top-performing content and asset audience insights: Provide creative teams with asset audience insights to guide new asset creation.
Combine first-party data with Google AI: Use your data to develop better creative insights and tailor assets to different stages of the purchase funnel or regions.
Monitor Ad Strength: Check Ad Strength for feedback on ad performance and actionable improvements.
Use the Insights page: Track new trends in performance on the Insights page and run experiments to test new ideas, ensuring your brand stays relevant with both evergreen and seasonal creative.

Take action to maximize results with AI powered campaigns

AI-powered campaigns help you optimize performance in real time to get more conversions and value from your budget. Find untapped demand and drive incremental results from new search queries, channels, and audiences.

1. Activate the Ads Power Pair. Combine AI-powered Search campaigns (with broad match) and Performance Max campaigns to drive more conversions across all of Google.

Google Ads AI Essentials: Ads Power Pair Best Practices

A guide to driving results with Search and Performance Max campaigns

Proven Strategies for Search and Performance Max Campaigns

The Ads Power Pair of Search and Performance Max combines Google AI solutions for scalable performance. To harness this power, provide comprehensive inputs like ad assets, conversion values, and first-party data.

Many retailers and other advertisers using Performance Max see an average increase of 27% more conversions or value at a similar CPA/ROAS compared to those already using broad match and Smart Bidding in Search campaigns.

Maximize Conversion Value: Use the maximize conversion value Smart Bidding strategy to optimize campaigns for high-value conversions, like sales revenue or profit margins.

Activate First-Party Data: Use Customer Match to help Google AI target valuable customers.

Keep Creative Assets Fresh: Turn on automatically created assets to generate relevant text assets based on your ad’s context.

Optimize Budgets for Growth:

Check budget recommendations to re-allocate budgets and capture more conversions.
Adjust bidding recommendations to gain more conversions or value.
Use Performance Planner to adjust budgets and bidding targets for profitable ROI growth.

Win New Customers: Optimize campaigns for new customer acquisition to bid higher or exclusively for new customers.

Tips to Enhance Search Campaigns

Simplify your Search campaigns to let Google AI drive better results:

Simplify Campaigns, Ad Groups, and Keywords: Group keywords into similar themes to help Google understand and select the best ones. Consolidate data for better AI performance.

Segment campaigns by business objectives.
Consolidate single-keyword ad groups into meaningful themes.
Remove duplicate and low-impression keywords.

Upgrade to Broad Match: Upgrade exact and phrase match keywords to broad match to reach more relevant searches and drive more conversions at the same CPA or ROAS. Advertisers upgrading to broad match see an average of 35% more conversions.

Test broad match keywords with a one-click experiment from recommendations.

Improve Ad Strength: Ensure each ad group includes at least one responsive search ad with a ‘Good’ or ‘Excellent’ rating.

Make ads relevant by including keywords in headlines.
Add unique headlines and descriptions.
Include headlines of various lengths.

Add More Asset Types: Use assets like your business name, logo, sitelinks, and images to create more compelling ads and provide helpful information about your business.

2. Use value-based Smart Bidding across campaigns to invest in the conversions that are worth the most to your business.

Google Ads AI Essentials: Value-Based Bidding Best Practices

A guide to optimizing your advertising outcomes with value-based Smart Bidding

About Value-Based Bidding

Value-based bidding maximizes the total value of conversions. Google AI optimizes bids in real-time to target high-value customers. Set up conversion tracking to specify the value you want to maximize, such as sales revenue, profit margins, or lead scores.

Evaluate Value-Based Bidding Suitability

Assess if value-based bidding fits your business goals and data capabilities:

Specific value goals: Determine if prioritizing conversion value (revenue, profit, customer lifetime value) is essential. Learn more here.
Meaningful value assignments: Assign accurate values to conversions, such as revenue, profit, or lead scores.
Measurement capabilities: Ensure your data infrastructure can measure and connect value data to your campaigns.

Harness Data for Value-Based Bidding Success

Build a solid data foundation to align with business objectives:

Check your tagging setup to ensure accurate capture of conversion actions.
Connect additional 1P data sources with Google Ads Data Manager.
Use enhanced conversions for accurate measurement:
- Enable enhanced conversions for web and leads.
Utilize data-driven attribution models for accurate value distribution.
Select a single stage of your lead-to-sale funnel with at least 15 monthly conversions.
Track and upload conversions frequently for up-to-date data.

Define Value for Optimal Results

Ensure your measurement setup accurately defines and measures the right values:

Consider the worth of each conversion. Use proxy values if exact values are challenging.
Tailor values based on different actions’ worth. For example:
- Different products or shopping carts.
- Lead forms indicating higher quality leads.
- Different channels like online vs. phone calls.
Consistently feed these values back to Google with daily uploads.

Align Value-Based Bidding with Your KPIs

Set up budgets and targets for success:

Set optimal ROAS targets: Use historical data to set clear and achievable targets.
Adjust budgets: Ensure the budget is unconstrained for optimal bidding.
Customize ROAS for your goals: Tailor targets based on campaign objectives.
Avoid additional constraints: Refrain from imposing CPC limits.

Tips for Testing and Optimizing Your Strategy

Launch and refine your value-based bidding strategy through practical experimentation:

Launch value-based bidding immediately or conduct a small-scale test with a campaign experiment.
Review budget recommendations for a successful transition. Allow a ramp-up period of at least 2 weeks or 3 conversion cycles.
Follow a transition checklist:
- Track 2 or more unique, non-zero values consistently.
- Upload data for at least 4 weeks or 3 conversion cycles before transitioning.
- Aim for a minimum of 15 conversions per month.
- Adjust budgets to align with daily spend goals or ROAS targets.

3. Connect with your audience across YouTube, including Shorts and connected TV, using video campaigns.

Google Ads AI Essentials: Video Campaigns Best Practices

A guide to maximizing your YouTube investment using Google AI solutions

About Video Campaigns

With varied viewing habits across devices and content types, combining your expertise with Google AI offers new ways to create, enhance, and launch video campaigns for high-impact results. Align your media objective with the right video campaign type to give Google AI the information it needs to help you succeed.

Boost Awareness with Video Reach Campaigns

Optimize video assets to achieve reach goals cost-efficiently.
AI-powered Video Reach Campaigns deliver a 271% higher Return on Ad Spend compared to manually optimized campaigns.

Learn more about using Video Reach Campaigns.

Increase Brand Consideration with Video View Campaigns

Maximize views across in-stream, in-feed, and YouTube Shorts cost-efficiently.
Video View Campaigns get 40% more views and 30% lower costs than in-stream skippable cost-per-view campaigns.

Learn more about using Video View Campaigns.

Create and Convert Demand with Demand Gen Campaigns

Use immersive, relevant, and visual creatives across YouTube, Discover, and Gmail.
Adding product feeds to Demand Gen campaigns results in 33% more conversions at a similar CPA.

Learn more about using Demand Gen campaigns.

Simplify Video Creation with Google AI

Use formats like vertical video ads for YouTube Shorts to maximize reach and impact.
Google AI repackages existing assets into new video ads in different orientations (vertical, horizontal, square).
Ads in multiple orientations boost Performance Max Campaign conversions by 20% on YouTube.

Enhance Creative Assets with Best Practices

Utilize six-second bumper ads for driving reach and frequency.
Use Trim video to convert long videos into optimized six-second bumper ads.
Add voice-overs to any ad to leverage YouTube’s sound-on environment.

Learn more about enhancing creative assets.

Shift mindsets to set your org up for success

To unlock the full benefits of Google AI, organizations need to take concrete steps to test new approaches and achieve greater agility to shift budgets to the biggest opportunities.

1. Engage your C-suite to reframe marketing as a profitable growth driver instead of a cost center. Directly align marketing KPIs with business goals and partner with your CFO to quantify marketing’s impact on key financial metrics

A media effectiveness guide for CMOs (and CFOs)

Media effectiveness measurement has been gaining importance in the macro-economic headwinds. As CFOs demand proof of ROI, CMOs are tasked with proving and improving the value of media. There is no time to waste. Our new guide will give any CMO a short-cut to setting up media effectiveness for success, by explaining three key steps:

Setting fundamentals in place with a measurement owner overseeing the full customer journey and establishing a clear KPI and metric structure, including both performance and branding outcomes.
Implementing a measurement ecosystem by learning how to apply attribution, marketing mix modelling, and incrementality on brand and sales outcomes.
Creating a test-learn-improve cycle by building a learning culture and a continuous practice of generating and testing hypotheses and scaling only tactics that have been proven to work.

2. Create a culture of experimentation (test, learn, scale).

Unlocking AI’s full potential requires companies to reimagine their business models and disrupt how work gets done.

Michelle Hernandez of Deckers Brands emphasized merging awareness, consideration, and purchase, using AI-driven campaigns to attract high spenders across channels.
McKinsey research supports AI’s strong value; however, companies must reimagine business models and disrupt work processes.
Retail marketers must balance experimenting with new AI strategies and maintaining profitability.

Step 1: Explore

Start testing new strategies early

Chronopost tested AI-driven campaigns before the holiday season, boosting sales revenue by 85% and improving profitability.

Don’t settle for “good enough”

FragranceNet.com shifted to AI-powered ads despite initial hesitance, increasing revenue by 40%.

Ground your hypotheses in previous learnings

Michael’s used past successful strategies like broad match keywords and Smart Bidding to inform future AI-powered experiments, driving revenue efficiently.

Step 2: Experiment

Find ways to fail safely and learn fast

Scotch & Soda used controlled experiments to refine their AI approach, eventually driving more revenue efficiently.

Start small and optimize all around

Coco & Eve tested AI with a few SKUs, increasing revenue by 32% and lowering cost per conversion by 26%.

Use the Experiments feature to inform your decisions

Bol.com used the Experiments feature to test and justify shifting to Performance Max campaigns, achieving a 64% revenue increase.

Step 3: Execute

Drive AI momentum across the board

Boozt.com and Swapfiets built organizational support by demonstrating AI’s tangible impact, achieving lower acquisition costs and reaching new customers.

Keep fine-tuning even after positive results

Jellyfish helped retail clients enhance AI campaigns with seasonal adjustments, significantly boosting revenue.

Extend learnings to other areas of your organization

EssilorLuxottica’s thorough A/B testing of AI solutions created a shared success definition across departments, improving overall efficiency.

Step 4: Expand

Capture cross-channel demand by breaking down additional silos

Scotch & Soda and EssilorLuxottica focus on integrating online and offline channels, enhancing customer journeys and leveraging first-party data.

Scale your winning strategy globally

L’Oréal Vietnam and Fruugo scaled successful cross-channel AI strategies to multiple markets, driving significant revenue growth and global reach.

3. Stay agile and break down silos (data, budget, and channel silos).

Integrate Data Silos

Centralize Data Collection: Combine data from various sources such as online interactions, in-store transactions, and customer feedback to create a comprehensive view of customer behavior.
Enhance Data Sharing: Ensure different departments have access to shared data to facilitate informed decision-making and improve collaboration.
Utilize Advanced Analytics: Implement AI and machine learning tools to analyze integrated data, uncovering insights that drive personalized marketing strategies and better customer experiences.

Align Budget Silos

Flexible Budget Allocation: Create a dynamic budgeting process that allows for the reallocation of funds based on real-time performance data and emerging opportunities.
Cross-Departmental Budgeting: Encourage departments to collaborate on budget planning, ensuring funds are directed towards initiatives that align with overall business objectives.
Investment in Innovation: Dedicate a portion of the budget to testing new AI-driven strategies and technologies, fostering a culture of continuous improvement and innovation.

Break Channel Silos

Unified Marketing Strategy: Develop a cohesive marketing strategy that integrates various channels (e.g., social media, email, in-store) to provide a seamless customer experience.
Consistent Messaging: Ensure brand messaging and promotions are consistent across all channels to reinforce brand identity and build customer trust.
Cross-Channel Campaigns: Leverage AI to create and manage campaigns that span multiple channels, optimizing performance by reaching customers wherever they are most active.

Foster Organizational Agility

Encourage Experimentation: Promote a test-and-learn culture where employees are encouraged to experiment with new ideas and strategies without fear of failure.
Rapid Iteration: Implement agile project management techniques to quickly iterate on campaigns and strategies based on real-time data and feedback.
Collaborative Culture: Break down organizational silos by fostering collaboration between departments such as marketing, sales, and IT, ensuring everyone works towards common goals.

Benefits of Breaking Down Silos

Improved Customer Insights: Integrated data provides a more comprehensive understanding of customer preferences and behaviors, enabling more effective targeting and personalization.
Enhanced Efficiency: Streamlined processes and better collaboration lead to faster decision-making and more efficient use of resources.
Greater Innovation: A collaborative and agile environment encourages creativity and innovation, allowing companies to stay ahead of market trends and competitors.
Higher ROI: By optimizing data, budget, and channel strategies, companies can achieve higher returns on their marketing investments and drive significant business growth.

In summary, Google AI enhances business results by driving customer connections, building high-quality creative, and making confident decisions based on insights. To leverage this, establish a strong foundation with robust sitewide tagging, enhanced conversions, and a solid measurement strategy. Assign conversion values, use Google Analytics 4 for deeper insights, and adopt Customer Match for better engagement. Prioritize quality creative inputs and utilize AI-powered tools to scale your assets. Combine AI-powered Search and Performance Max campaigns, adopt value-based Smart Bidding, and connect with audiences across YouTube. Embrace a culture of experimentation, break down silos, and stay agile to fully unlock AI’s potential for marketing success.