Google Marketing Live 2024: AI Ads Recap
Key AI announcements from Google Marketing Live 2024 and how startups should adjust their paid media strategy.
MB
Max Beech
Head of Content
TL;DR
- Google Marketing Live 2024 launched AI-enhanced Performance Max, Gemini-powered asset creation, and new measurement tools.
- Startups should review creative guardrails, conversion modelling, and audience strategies accordingly.
- Plug insights into the AI budget optimisation sprint and lifecycle content attribution board.
Key takeaways
- Gemini brings automated image and text generation directly to Google Ads workflows.
- Enhanced conversion modelling uses AI to fill signal gaps in a privacy-first world.
- Retail and B2B features require fresh testing plans and governance oversight.
Google Marketing Live 2024: AI Ads Recap
Google Marketing Live 2024 leaned heavily into AI for campaign creation, optimisation, and measurement. The company demoed Gemini-powered asset generation, creative testing, and enhanced conversions for Performance Max.
Google’s recap emphasised new conversational campaign building, asset generation, and profit optimisation tools (Google, 2024). Advertisers can build campaigns using natural language, auto-generate creatives, and analyse performance with AI insights.
Google Marketing Live 2024 highlights
| Feature | Description | Impact |
|---|---|---|
| Gemini Asset Generation | AI creates text and images in Google Ads | Faster creative cycles |
| Conversational Campaign Builder | Natural language setup for Performance Max | Easier campaign creation |
| Profit Optimisation | Bidding for profit vs revenue | Aligns with finance goals |
| Measurement Updates | Enhanced conversions, data-driven models | Better attribution |
Why the updates matter
How does Gemini asset generation change workflows?
Creative teams can iterate ads faster, but must keep oversight through the AI editorial standards council. Creative testing pipelines need to manage AI-generated assets responsibly.
What about measurement?
Privacy shifts reduce observable conversions. Google’s enhanced conversions use AI to fill gaps. Feed results into the AI KPI drift monitor to watch for anomalies.
| Opportunity | Action | Owner |
|---|---|---|
| Asset speed | Test Gemini creatives with guardrails | Marketing ops |
| Budget focus | Pilot profit bidding in key campaigns | Growth lead |
| Measurement | Verify enhanced conversions accuracy | Analytics |
Action plan for startup marketers
- Run controlled tests comparing Gemini-generated creatives vs human-made ones.
- Update your AI budget optimisation sprint models to reflect new bidding options.
- Ensure your consent management and tagging setup supports enhanced conversions.
The UK CMA continues to scrutinise automated bidding transparency (UK CMA, 2024). Keep documentation ready.
Summary + next steps
Google Marketing Live 2024 pushed AI deeper into ads. Adopt new tools thoughtfully, with governance and measurement checks.
- Now: Audit creative workflows and data capture.
- Next 2 weeks: Pilot Gemini creative generation and profit bidding.
- Quarterly: Review performance, adjust budgets, and document learnings in Product Brain.
CTA for growth teams: Activate your Product Brain workspace to integrate AI ad insights with your marketing engine.
FAQ
Do we need full automation?
No. Start with assisted workflows, monitor performance, and scale what works.
How do we maintain brand voice?
Use style guides, human review, and the AI editorial standards council.
Can we export AI insights?
Yes -pull reporting via the Google Ads API and sync to Product Brain.
Author
Max Beech, Head of Content
Last updated: 24 April 2025 • Expert review: [PLACEHOLDER], Paid Media Lead