Google Ads is evolving fast. We thought things were wild with Enhanced Campaigns and smart bidding, but this ""new"" era of AI is forcing us to re-evaluate all old best practices. Should you let AI handle your bids? Your budgets? Your keywords?  

Smart Bidding, Performance/AI Max, broad match, and AI-generated ad copy are now automating decisions marketers used to make themselves, and it's easy to mistake that convenience for strategy. We analyzed performance data from thousands of Optmyzr accounts to find out what's actually working, what isn't, and which long-held best practices are now doing more harm than good. You'll leave with a clear view of where Google's AI can be trusted, where it still needs a human hand, and how to keep your strategy in charge of your results.

After this session, you'll be able to:

- Understand how Smart Bidding and Performance Max actually make decisions and where you still have real levers to pull.
- Know when broad match and AI-generated assets are helping performance, and when they're quietly eroding control over your message and spend.
- Get a framework for deciding which ""best practices"" to keep, which to retire, and which never applied to your account in the first place.
- Identify where AI can save your team real time on analysis, reporting, and optimization without giving up strategic oversight.
- Walk away with concrete ways to guide Google's automation on your own terms.