BrightonSEO
AI in PPC
Supercharging your paid performance through AI.
Through adopting AI tools such as PMax and Demand Gen, marketers are able to reach entirely new audiences, and to increase the scale and drive the performance of their ad campaigns further than ever before.
Why adopt AI
Google has invested in the delivery of several AI powered tools to help users identify and target as much of the in-market audience as possible. The most well-known of these being PMax and Demand Gen. Across our client portfolio we have embraced the use of these platforms to blending a hand steered approach with technology to maximise the benefit of automation.
As Google Premier Partners we have access to exclusive training and insights which has helped us to further our knowledge of how to maximise the impact from these tools.
How we leverage PMax and Demand Gen
Our team know how to blend PMax and Demand Gen alongside traditional PPC strategies to cost effectively grow incremental performance without wasting spend on ineffective channels.
Grow faster with PMax + Demand Gen
Google’s official research states brands that utilise both PMax and Demand Gen campaign types see up to 14% growth. In our experience this is vastly underplaying the opportunity that using AI campaigns drive. Our clients have seen up to 45% in increase in conversions and up to 30% increase in return on ad spend.
PMax enables you to drive more hard conversions (sales or leads) by allowing incremental reach of all in-market opportunities, whereas Demand Gen generates demand (quality traffic, soft conversions) and increases the amount of people in-market, therefore both together generates significant growth opportunity for brands.
Not only do our clients see growth with AI, but they also experience cost efficiencies with the incremental opportunities found often being less competitive.
PMax
Performance Max (PMax) is a campaign type in Google Ads designed to help advertisers connect with more customers across various Google advertising platforms. By utilising AI, it optimises ad performance in real-time.
Deployed across all of Google’s ad network including Search, Shopping, YouTube, Display, Discover, Gmail and Maps it allows brands to reach broader audience groups than a manually built campaign. When intent signals are recognised, it then targets these audiences with uniquely created content, blending your existing brand copy and assets with AI created content to maximise the reach and impact of their ads.
We’ve found that PMax can be an incredibly effective tool, when paired with a hands-on approach to maximise the most of the automation, blended with our team’s expertise and understanding of what’s most important to your brand, products and the audiences that you want to reach.
Demand Gen
Google Demand Gen is a creatively led AI-driven tool that enables businesses to generate and convert demand across YouTube, Gmail, and Discover. It’s specifically designed to help advertisers reach fresh audiences and drive increased sales and lead generation.
Unlike PMax, advertisers are able to control the audience groups with Demand Gen, ensuring that ads are consistently being served to the most relevant potential customers. It optimises bidding across the full-funnel. It integrates the best performing image and video assets across YouTube, Shorts, Discover and Gmail to create visually engaging content for diverse audience groups.
Our clients
Training and consultancy services
Get the best of our team’s expertise on a consultative basis, helping you to establish the frameworks and tracking that you need to drive success from AI in your ads.
We can also offer training and support to empower your in-house teams to deliver sustainable strategies from both Demand Gen and Pmax – without having to rely on agency support. Our teams have received extensive training and insights as part of Google’s Premier Partner agency programme, and through our training offering are able to support our brand partners with leveraging these insights to drive success from their strategies.
See the results for yourself
Ready to get started?