Google Ads and Analytics AI Agents: Smarter Marketing or Risky Move?
Google Ads AI agents help marketers save time and improve performance, but poor data and missing oversight can cause problems. Learn how to use them wisely.
Monika Boldak
Associate Director, Marketing
Connecting Data Analysis and Marketing Strategies
At this year’s Google Marketing Live event, Google announced new AI agents for both Google Ads and Google Analytics. These tools are said to help marketers manage campaigns, write ad copy, track performance, and find insights. The AI agents are built right into the platforms. You can ask questions and get quick answers based on your own data.
This update is exciting, especially for teams that want to save time and work more efficiently. But before you rely on AI to manage your marketing, it is important to know what these tools can do and what risks they bring.
What Are AI Agents in Google Ads and Analytics?
AI agents are smart helpers inside Google Ads and Analytics. They help marketers with daily tasks. For example, they might suggest new headlines for your ads, point out keywords that need changes, or explain why your campaign costs are going up.
In Google Analytics, the agent can show traffic trends, help build audience groups, or find changes in customer behavior. Instead of digging through reports yourself, you can just ask a question and get a quick answer.
Agentic Capabilities: More Than Suggestions
These AI agents do more than give advice. Google’s newest AI can create ad groups, edit campaigns, fix problems, and even solve policy issues on its own. You can decide if you want to approve these changes before they happen or let the AI make changes automatically.
Google also offers tools like the Marketing Advisor Chrome extension. This helps marketers manage tasks across different Google marketing platforms. This shows how AI is becoming more able to handle campaigns from start to finish.
Why Marketers Are Interested
These AI agents are very helpful for teams that run many campaigns or don’t have time to check every detail. The AI works in real time. It can spot problems or changes fast. This means fewer missed issues and quicker ideas for improvement.
Since the agents are part of the platforms, you do not have to learn a new tool. If your data is clean and organized, the AI’s suggestions can help improve your results.
Where Things Can Go Wrong
AI agents are not humans -
They don’t understand your business
They can make choices you wouldn't
Bad data leads to bad advice
You might miss what it changes
They do not fully understand your business goals, brand, or strategy. If you let the AI make decisions without checking, you might get ad copy that does not fit your brand or budget changes that hurt your results.
Another risk is that the AI may make changes quietly. If you are not paying attention, you might miss what was changed and why your results shifted.
If your data is messy, the AI will give bad advice. For example, if your conversion tracking is broken, the AI might pause your best ads because it thinks they are not working.
While testing AI insights, Napkyn’s analysts noticed that that AI often focuses too much on short-term metrics like clicks or cost-per-click, and may overlook long-term goals like brand building or customer lifetime value.
Furthermore even popular chatbots like Copilot AI admit to the following:
Limitations in understanding: AI doesn't truly "understand" context or nuance the way humans do. This can lead to errors in judgment or logic.
Industry Concerns
While AI offers speed and scale, many marketers worry about transparency and control. As AI moves from helper to decision-maker, it is important to keep control over your brand and compliance. Some fear that AI will make changes without clear explanations.
Google is working to make AI actions clearer. Advertisers can choose which AI features to use and keep track of changes. Still, it is best to watch AI closely and keep good records. Experts agree that AI should support human decisions, not replace them, especially for brands with strict rules.
How to Use AI Agents the Right Way
To get the most from Google’s AI agents:
Set clear approval rules. Decide which changes AI can make on its own and which need your review. Use platform controls to manage this.
Check AI actions regularly. Look at logs and change histories to see what the AI has done. Make sure all changes fit your goals and rules.
Keep your data clean. Make sure your tracking and site setup are accurate. Bad data leads to bad AI advice.
Train your team. Teach your staff how to understand and adjust AI suggestions. Set rules for checking AI-generated content, especially if your industry is regulated
Use extra tools for compliance. If possible, use other automation tools to catch any AI content that might break rules before it goes live.
Following these steps will help you use Google’s AI agents to work smarter and faster without losing control or hurting your brand.
Final Thoughts
AI agents in Google Ads and Analytics are powerful tools. They can save you time, give better insights, and help you act faster. But they are not perfect and cannot replace a real marketing strategy.
If your data is good and your team stays involved, these tools can improve your results. If not, they might cause poor choices, wasted budget, or missed goals.
At Napkyn, we help companies set up their data, use AI tools wisely, and keep control of their campaigns. If you want to try AI in your marketing, we can help you get it right.
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