Creative quality has become a critical driver of advertising success. Research from NCS shows that creative execution accounts for nearly half (49%) of the overall sales impact of campaigns.
At the same time, audiences today expect personalized, relevant, and engaging experiences at every interaction with a brand.
AI-powered tools combine speed and efficiency, making it possible to deliver relevant creative variations at scale.
Below are key practices to help advertisers get the most out of their creative strategy.
1. Balance Quality and Quantity
To give Google AI the best chance of optimizing your campaigns, provide a wide range of creative inputs:
-
Website as a foundation: Ensure your website contains up-to-date, brand-accurate landing pages. Google can extract your business logo, name, and imagery to generate new creative elements. Outdated or incomplete information weakens campaign credibility.
-
Diverse ad copy: Include multiple headlines and descriptions so AI can test combinations and surface the strongest variations. Every ad group should include at least one responsive search ad with "Good" or "Excellent" Ad Strength.
-
Visual elements: Supplement text with image assets or activate dynamic image assets, allowing Google AI to automatically pull relevant visuals from your landing pages.
2. Generate at Scale
AI accelerates and expands the creative process by building new assets quickly and efficiently.
-
Create New Content:
-
Use text customization in Search and Performance Max campaigns to deliver contextually relevant messages.
-
Take advantage of generative AI in Performance Max to produce headlines, descriptions, and lifestyle imagery directly in the Ads interface.
-
Launch campaigns through the conversational experience in Google Ads, which provides AI-generated suggestions for keywords, headlines, and visuals.
-
Enhance Existing Content:
-
Use the video creation tool to produce ads in vertical, horizontal, and square formats, or apply Trim Video to create short bumper ads.
-
Update product imagery in Merchant Center Next using Product Studio, ensuring visuals fit a range of audiences, promotions, and ad formats.
3. Evaluate and Optimize
Consistent testing and refinement ensures creative stays impactful:
-
Share high-performing assets and audience insights with creative teams, enabling both humans and AI to build stronger content.
-
Merge first-party data with Google AI to refine targeting, tailoring creative to purchase funnel stages or geographic regions.
-
Monitor Ad Strength for forward-looking feedback and improvement opportunities.
-
Use the Insights page to spot emerging trends and run experiments, maintaining strong performance across both evergreen and seasonal campaigns.
Conclusions
Creative performance is no longer a side factor; it’s a leading driver of advertising results. While AI provides the scale and adaptability required for modern campaigns, success depends on the partnership between data-driven insights and thoughtful creative strategy. By supplying diverse, high-quality assets, leveraging AI to generate and refine variations, and continuously evaluating performance, brands can deliver engaging, personalized experiences that convert.
