As AI tools like ChatGPT, Claude and Gemini become more mainstream, I'm seeing more and more AI-driven issues in my Google Ads coaching practice.
Unfortunately, AI makes a terrible Google Ads consultant.
I recently caught up with Paul, a business owner who I'd met with a few times. On my recommendation, he had moved his Search campaigns onto portfolio Target CPA bidding, and they were performing better than ever.
As many business owners are doing these days, Paul decided to ask Claude for its advice on his Google Ads account and how he could improve performance. And what did Claude say? It told Paul that he had the wrong bid strategy...
This issue of The Insider is sponsored by Optmyzr
Want to know how your accounts really stack up heading into Q2? Check out Optmyzr's State of Google Ads Q1 2026 Benchmark Report for the numbers. Optmyzr reviewed five quarters of data across multiple verticals to show you exactly what's going on. Plus plus expert analysis from me and other PPC voices you trust
According to Claude, Paul should switch from Target CPA to Maximize Conversion Value, because his Google Ads account was valuing a $100,000 lead the same as an $800,000 lead. Switching would help Paul's campaigns hunt for those higher value opportunities, said Claude.
Technically? The logic was sound.
In practice? It was a disaster.
Why? It was missing a whole lot of important context!
Paul booked a sooner-than-expected call with me because his budget was spiraling, and conversions were dropping. He couldn't figure out why.
When he told me about the bid strategy change, on Claude's recommendation, I knew exactly what had happened.
- Paul's account had low conversion volume, which is why we were using a portfolio strategy. Value-based bidding, like Maximize Conversion Value, requires even more conversion data than Target CPA to work effectively - and that data strength just didn't exist. When he changed bid strategies, Paul also removed the portfolio, so that each campaign was back to trying to learn and optimize on its own.
- Maximize bid strategies aim to spend the budget in full, while Target bid strategies aim to achieve effiency first. On Target CPA, Paul's campaigns only spent money when Google saw a high likelihood to convert. On Max Conversion Value? Paul's campaigns were spending money even if Google only saw a minor likelihood to convert.
- Paul's conversion actions weren't syncing values properly with his CRM. Some conversions were coming in with static default values, others with no values at all. On Target CPA, conversion values were irrelevant. On Maximize Conversion Value, this incomplete conversion value data became a huge problem.
Needless to say, Paul sheepishly changed his bid strategy back to portfolio Target CPA before I could even finish explaining those three points. We've caught up again since, and his spend and performance are now back under control.
Most importantly, we're keeping Claude OUT of the Google Ads decision-making process going forward.
If you’re not sure whether you can trust AI's Google Ads advice:
-
Then don't. AI is fancy autocomplete. It has no context, no expertise, and no ability to admit when it doesn't know the answer to a question. Outsource tasks to AI, but don't outsource your thinking
For the record, I am not anti-AI. Through this newsletter, my podcast, my LinkedIn posts, etc. you've seen me advocate for Smart Bidding, Performance Max and other AI-powered features for years. I'm all about working with the system to get the best results. I'm NOT about letting the system take over. You can outsource the "doing" to AI, but you can't outsource the "thinking." (At least, not yet.)
For Google Ads advice from a human with 700+ coaching calls under her belt and 75+ 5-star reviews, book a call with me!
P.S. Are we going to see each other IRL this year? I'll be speaking in the UK, Germany, Italy and Canada - and you're invited!
- June 24, 2026: Performance MCR (Manchester, UK)
- Sept 29 - Oct 1, 2026: SMX Advanced (Berlin, Germany)
- Oct 15 - 16, 2026: ADworld Experience (Bologna, Italy)
- Oct 29, 2026: Inside Google Ads Live (Toronto, Canada)
