Google unveils new AI updates for Google Ads at top digital marketing event

Google has unveiled a series of AI-driven updates for Google Ads during its presentation at DMEXCO, one of Europe's leading digital marketing events. The new features aim to enhance ad creation, reporting, and control, offering advertisers more advanced tools for campaign optimisation.

Among the updates is an expansion of Google’s AI ad-building tools to support additional languages. Initially launched in English in January, the “conversational experience for Search campaigns” simplifies campaign setup by allowing users to input the URL of their landing page, after which Google's AI generates business descriptions, target keywords, headlines, and images. Google has confirmed this feature will be extended to German, French, and Spanish in the coming months.

Google is also rolling out its AI image editing tools across more campaign types. Previously restricted to Performance Max ads, these tools will now be available for Search, Demand Gen, App, and Display campaigns, providing greater flexibility for advertisers. Additionally, visual asset generation tools will now support six new languages—German, French, Spanish, Portuguese, Dutch, and Italian—and allow users to upload up to five reference images alongside a prompt to generate product or promotional visuals.

In a further enhancement, Google is introducing brand guidelines for Performance Max campaigns, giving advertisers more control over AI-generated assets. Google’s AI feedback tools are also being improved, offering specific recommendations to enhance ad performance. 

As Google explains:  

"Starting next month, new asset coverage reporting in Performance Max will help you pinpoint underperforming asset groups and receive specific recommendations to improve them, such as 'add 2 long headlines' or 'add 3 square images.'"

Additional updates include campaign-level negative keywords in Performance Max and omnichannel bidding for Demand Gen campaigns, all aimed at maximising ad effectiveness through AI-driven improvements. While AI image generation remains in development, Google’s ability to use reference images promises to make these tools more accurate and valuable for brands.

These advancements underline the growing role of AI in advertising, as Google's evolving systems offer new ways to optimise campaigns and reach targeted audiences effectively.