Google is putting agentic tools in Ads and Analytics

AI-powered agentic tools is being rolled across Google Ads and Google Analytics to give marketers hands-on help with campaign creation, optimization, and analysis, as announced today at Google Marketing Live 2025.

These tools act more like expert collaborators than passive software. They can suggest, implement, and troubleshoot campaign elements in real time, Google said.

Driving the news. Two years after launching its conversational experience in Google Ads, which has been used by more than 500,000 advertisers, Google said it’s ready to go further.

• New AI agents in Google Ads will provide personalized campaign recommendations, like keyword and creative ideas, and can implement those suggestions automatically.
• These agents can even generate multiple themed ad groups with matching assets to drive better campaign outcomes.

What’s new in Google Analytics. A parallel “data expert” agent will surface insights and trends proactively, using visualizations to simplify complex data. It will also help troubleshoot campaign issues and support smarter decision-making.

How it works. The tools tap into a wide range of inputs (e.g., landing pages, assets, real-time performance data, large language models) to continuously learn and optimize recommendations for marketers.

Why we care. The updates mark a major evolution in how marketers interact with Google Ads and Analytics, moving from reactive tools to proactive, intelligent systems that can guide – and even execute – key parts of a campaign. This could mean faster setup, smarter targeting, and more efficient performance management with less manual effort. But does faster mean better quality? Time will tell.

The big picture. Google wants to make AI not just an assistant, but a decision-making partner that can act on your behalf. Whether that is a level of control advertisers should ever relinquish is very much up for debate.

What to watch. As AI takes a more active role in campaign creation and optimization, expect increased scrutiny around transparency, control, and the balance between automation and human oversight.

Dig deeper. More Google Marketing Live 2025 news from today:

• Google expands ads in AI Overviews, AI Mode to desktop
• New Google AI tools transform Creative Ads, Video Campaigns, Brand Listings
• Google unveils Smart Bidding Exploration
• Google unveils new tools for testing, measurement, data
• Google Marketing Advisor, an AI sidekick for advertisers, coming soon to Chrome

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