Ads Decoded Unpacking The Power Pack
Sep 15, 2025
Charles Boyd, product lead for AI Creative at Google Ads, builds generative creative tools. Sylvanus Bent, product lead on search ads automation, focuses on AI-driven performance. They discuss automation and AI in ad campaigns. They cover creative variety as signal, pairing Search with Performance Max, new generative image tools, asset-level testing, and adopting a test-and-learn mindset.
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Ongoing Quality Improvements Boost PMAX Performance
- Google continuously launches backend quality improvements so advertisers get more value from Performance Max without manual changes.
- Sylvanus describes a data-driven pipeline: insight → hypotheses → counterfactual experiments → full launch, which raised conversions and value by double digits.
Keep PMAX Or Test AI Max For Search
- Keep using Performance Max if it already buys your search inventory; otherwise test AI Max for Search to bring PMAX performance into search.
- Sylvanus notes brand controls like brand inclusions/exclusions were added after advertiser feedback for more control.
Use Search Themes To Guide Query Discovery
- Use search themes to give AI signals about queries customers use and expand reach beyond raw website content.
- Charles explains search themes are incremental inputs that help AI explore and discover relevant queries the site might not surface.
