AI-powered bidding has changed what's possible in paid search, but it's also exposed every weak point in how most accounts are built. Performance Max and smart bidding strategies are only as good as the data you feed them. And for the majority of mid-market companies, that data foundation simply isn't there.

This session gives marketing leaders a clear framework for navigating the AI bidding landscape: what's worth the investment, what's overhyped, and what has to be in place before you hand Google the wheel. We'll cover what modern conversion architecture actually looks like; why full-funnel tracking tied to real business outcomes is no longer optional; and how to evaluate whether your current setup is training your campaigns or quietly working against them.

After this session, you’ll be able to: 

• Apply a practical lens for auditing your paid search infrastructure. 
• Gain a sharper view of where AI-powered campaigns create genuine lift versus false confidence. 
• Lay out a prioritization framework your team can immediately put into action.