If you have spent any time on LinkedIn recently, you have likely been inundated with posts about Artificial Intelligence (AI). It is everywhere, and the digital marketing landscape is certainly not immune to the hype. In fact, AI has woven itself into nearly every aspect of PPC advertising, fundamentally changing how we manage campaigns for our clients here at McCord Web Services.
From automated bidding strategies to AI-generated ad copy, platforms like Google Ads and Microsoft Advertising are doubling down on machine learning. For business owners, this shift raises a lot of valid questions. Is AI going to waste your budget? Is it going to replace human marketers? Or is it the secret weapon your business needs to scale?
As digital marketing experts, we see the impact of these tools every single day. The reality is not black and white. AI is neither a magic wand nor a monster; it is a powerful tool that, when wielded correctly, can drive incredible results. Let’s explore how AI is reshaping paid advertising and what it means for your business.
How AI is currently powering your campaigns
You might be surprised to learn that AI isn’t just “coming” to PPC advertising—it is already the engine behind many of the features we use daily. The days of manually adjusting bids for thousands of individual keywords are largely behind us, replaced by sophisticated algorithms that work in real-time.
Automated Bidding
One of the most significant shifts has been the move toward automated bidding. In the past, we would set a specific maximum cost for a click. Today, Google Ads uses machine learning to set the optimal bid for every single auction with bidding options like Maximize Conversion Value.
These algorithms analyze millions of signals that a human simply cannot process fast enough. They look at the device being used, the time of day, the location, operating system, and even user behavior patterns to determine the likelihood of a conversion. Our role as experts is to feed these algorithms the correct data and goals so they can make the right financial decisions for your account.
Responsive Search Ads (RSAs)
If you are running search ads today, you are likely using Responsive Search Ads. This format allows us to input multiple headlines and descriptions, and then Google’s AI mixes and matches them to find the best-performing combination for a specific search query.
Over time, the system learns which messages resonate most with your audience. Google has even introduced generative AI tools that can suggest assets based on your website content. While these tools are helpful for generating ideas, they still require a human touch to ensure the messaging aligns with your brand voice.
Performance Max
Perhaps the most debated topic in the industry right now is Performance Max (PMax). This campaign type is almost entirely AI-driven. It automatically allocates your budget across Google’s entire inventory—Search, Display, YouTube, Gmail, and Maps—to find conversions wherever they occur. We provide the creative assets and the goals, and the AI does the rest.
The benefits of AI in Paid Advertising
When implemented with a strategic mindset, AI offers distinct advantages that can improve the ROI of your campaigns.
Unmatched efficiency
The most immediate benefit is efficiency. AI can analyze massive datasets and adjust bids 24/7. It doesn’t sleep, it doesn’t take weekends off, and it can react to market changes instantly. This automation frees up our team to focus on high-level strategy rather than getting bogged down in repetitive administrative tasks.
Advanced data analysis
AI excels at identifying patterns that are invisible to the human eye. It can uncover segments of users who are highly likely to convert that we might not have targeted manually. By leveraging these insights, we can refine our targeting strategies to reach potential customers more effectively.
Creative optimization
Testing ad copy used to be a slow process. With AI-driven assets, we can rapidly test dozens of variations. This allows us to identify winning messages faster and iterate on creative concepts that drive engagement.
The challenges: Why you still need a pilot
Despite the glossy promises of the ad platforms, handing the keys over to AI without supervision is a risky move. There are inherent challenges that require professional oversight.
The “Black Box” problem
One of our biggest concerns as campaign managers is the loss of transparency. Automated campaigns often function as a “black box,” meaning they deliver results without telling us exactly how they achieved them. This lack of data makes it difficult to understand what is driving success or failure, which can complicate future strategic planning.
Risk of wasted spend
AI is aggressive. If you give it a broad goal and a loose budget, it will spend that money—sometimes on low-quality traffic that doesn’t actually help your business. For example, combining Broad Match keywords with automated bidding can cast too wide a net, bringing in visitors who aren’t ready to convert. It requires strict guardrails to ensure the algorithm focuses on profitability, not just spending.
Brand safety and hallucinations
Generative AI is impressive, but it isn’t perfect. We have seen instances where AI tools suggest ad copy that is factually incorrect or off-brand. If left unchecked, an AI could publish an ad that violates your brand guidelines or promises something you can’t deliver.
Why human expertise matters more than ever
There is a misconception that AI makes PPC advertising “set it and forget it.” The opposite is true. As the tools become more complex, the need for experienced strategic oversight increases.
Strategy and business context
AI understands data, but it doesn’t understand your business. It doesn’t know that you have a surplus of inventory you need to move, or that you want to focus on high-margin services over low-margin ones. At McCord Web Services, we bridge the gap between your business goals and the platform’s capabilities. We set the strategy that guides the AI.
Creative direction
While AI can generate text, it cannot replicate human creativity or emotional intelligence. Connecting with an audience requires nuance and empathy. We ensure that your ad creative isn’t just keyword-stuffed robotic text, but compelling messaging that speaks to your customers’ needs.
Interpretation and judgment
Data is useless without interpretation. An AI might tell you that conversions are up, but a human expert can dig in and see that those “conversions” are actually low-quality leads. We provide the judgment calls that machines can’t make, ensuring that your paid advertising budget is driving real business growth, not just vanity metrics.
Navigating the future together
AI is fundamentally changing the way we work, and generally, this is a good thing. It pushes us to be more strategic and less transactional. However, business owners should be wary of the idea that AI can replace a dedicated marketing team.
The best results come from a partnership between human ingenuity and machine efficiency. By using AI to handle the heavy lifting of data processing and bidding, we are free to focus on what really moves the needle: strategy, creative, and growth.
If you are looking for a partner to help you navigate this complex new landscape, we are here to help. Contact Us and improve your paid advertising strategy today with McCord Web Services.
