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Issue #170: How Google’s AI Will Reshape Your Ads in 6, 12, and 24 Months

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If you’re still running ads the same way you did last year, you’re already behind. Google’s AI is learning faster, acting smarter, and doing more of the heavy lifting. That’s good news—if you know how to ride the wave.
This week, we dropped a new blog laying out what to expect over the next 6 months, 1 year, and 2 years in lead generation ads.
Here’s the quick hit of what’s happening and what you should be doing now.
Short-Term (Next 6 Months):
  • AI is shifting targeting from demographics to behaviors. Think browsing history, device usage, past searches.
  • Smart Bidding is getting sharper, especially if you feed it lead values—not just lead volume.
  • AI can now help write your ad copy. Maybe not perfect, but a solid head start if you manage lots of campaigns.
  • Tracking matters more than ever. Start telling Google which leads actually became customers. It’ll learn fast.
1 Year Out:
  • Keywords? Optional. Google’s already testing campaigns that don’t need them. You give a goal, some inputs, and it finds the searches.
  • Creative will scale like never before—thanks to tools like Gemini that build assets based on your landing page and goals.
  • The best-performing agencies will be the ones feeding back CRM or offline conversion data to guide AI optimization.
2 Years Out:
  • Search will shift away from keywords entirely. User intent will rule the day.
  • Budgets and bids will adapt in real time based on business goals like “maximize revenue from booked appointments.”
  • Ads will be ultra-personalized—hundreds of variants auto-generated and matched to the right users.
  • AI will help you avoid bad leads and double down on the ones that close.
So what should you be doing now?
  1. Start feeding your conversion data back into Google. Even rough estimates of lead value help.
  2. Use the new tools. Performance Max. Smart Bidding with conversion value. Ad asset suggestions. Experiment now.
  3. Let go (a little). The machine is flying the plane—you’re just guiding the route.
We go deeper into all of this in the blog. It’s a must-read if you run high-intent lead gen campaigns for local businesses.
Read the full post here
AI isn’t replacing smart marketers. It’s replacing old-school ones.
Stay sharp,
Talk to you next week,
Avi
CEO & Chief Wizard