PPC Platforms

Google Ads Auto-Apply Recommendations can change keywords, bidding, targeting and assets. Learn what to monitor before letting Google automate your campaigns.

Google's July 2026 Terms of Service update formally authorizes its AI to generate your ad copy from your own inputs — without asking for per-asset approval. The legal responsibility for everything it writes remains yours.

Google's shift to the "responsive search ad" format (only) within PPC search ad campaigns on June 22, 2022. This deprecated (eliminating the ability to create new) extended text ads This article looks at the impact 4 years later.

Automated bidding can help PPC campaigns improve performance, but only when the campaign has enough clean conversion data to support it. Strong tracking, clear structure, and a reliable baseline are needed before automation can make better bidding decisions.

A PPC account may have transferable value when it contains proven campaigns, reliable conversion tracking, tested ad copy, and performance history. The value is usually strongest when the account is sold with the website, landing pages, and business assets the campaigns support.

AI in PPC is everywhere in marketing today — but most of what's actually optimizing your campaigns is machine learning, not AI. Here's a framework for telling the two apart, recognizing where AI truly helps, and deciding when to trust the algorithm with your ad spend.