Built by a Google Ads specialist

AI Tools for Google Ads

A collection of PPC tools I'm building, plus an honest view of where AI actually helps in Google Ads and where it still falls short. Written from inside client accounts, not from a marketing team.

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What I'm Building

Tools built during real client work

Small utilities that solved a problem in an account I was managing, then got released because someone else probably has the same problem.

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Live

Match Type Generator

Broad, phrase, and exact in one paste

Paste a keyword list, get broad, phrase, and exact match variants formatted for Google Ads Editor. Runs in your browser, no accounts, no data leaves the page.

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Live

A weekly scanner for small business owners running their own Google Ads. Connects to your account, finds wasted spend across 11 categories, and blocks negative keywords in one click. Free scan to start, $39/mo for full access.

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A Practitioner's View

Where AI actually helps in Google Ads

Not the AdWords conference version. The version that shows up when you actually optimise accounts every week.

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Smart Bidding

Google's bid automation is the single most useful AI feature in the platform, provided your conversion tracking is clean and your data volume is above the noise floor. Feed it garbage inputs and it will optimise for garbage outcomes.

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Ad copy variations

LLMs are excellent at generating ten headline variations from one seed idea. They are terrible at knowing which variation will resonate with your buyers. Use them for volume, test with real spend.

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Search term analysis

Classifying thousands of search terms into intent buckets used to take hours. AI does it in minutes. The specialist still decides what to do with the classification and where the boundaries sit.

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Anomaly detection

Spotting a 40% CTR drop on a Tuesday used to require staring at dashboards. AI-driven monitoring flags it the moment it happens, so you can respond in hours instead of at the end-of-month review.

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Negative keyword mining

Digging through search query reports to find waste is repetitive, boring, and easy to skip. Automated pattern-matching finds the waste consistently. Good tools flag it, they don't block it without review.

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Landing page copy drafts

AI is great at first drafts of headlines, sub-heads, and FAQ answers. It is not great at understanding what your customers actually worry about. Draft with AI, edit as a human, test the result.

The Honest Bit

Where AI still falls short

Anyone selling you a fully autonomous Google Ads product is overpromising. Here is what still needs a human.

Strategy and account structure

AI optimises inside a structure. It does not decide whether you should have a brand campaign, whether Performance Max belongs anywhere near your account, or whether your lead volume problem is really a landing page problem. Structural calls are still human calls.

Attribution and tracking sanity

AI trusts the numbers it sees. If your conversion tracking is double-counting, missing offline conversions, or firing on the wrong events, AI will happily optimise you off a cliff. Getting tracking right is a manual job.

Pushing back on the platform

Google's automated recommendations are designed to increase spend. AI in the account does not push back when a recommendation is bad for your business. A specialist does, and knows when to ignore the yellow warning triangle.

Context outside the account

A supplier ran out of stock. A competitor dropped their price. You just launched a new service. AI in the account cannot see any of this. Someone has to tell the campaigns what changed in the real world.

The moment the model is wrong

Smart Bidding assumes the future looks like the past. It doesn't, on seasonality changes, product launches, or geographic expansions. Someone needs to feed the algorithm signals or pause it entirely at the right moments.

How I use AI in day-to-day PPC work

The honest breakdown of what AI actually does in my managed accounts.

Every Monday

AI-assisted anomaly scan across every managed account. Flags what changed in the last 7 days so nothing hides for a fortnight.

During audits

LLM-assisted search term classification, ad copy analysis, and quality score cross-checks. Weeks of manual work done in an afternoon.

For ad copy

AI drafts multiple RSA variations from the landing page and product context. I rewrite, test, and cull the losers manually.

For reporting

Custom scripts pull data from the API into structured reports. AI helps summarise trends, I write the recommendations and the client-facing story.

FAQ

Common questions about AI and Google Ads

What are the best AI tools for Google Ads?+

The most useful AI tools for Google Ads today fall into three groups. Google's own AI features (Smart Bidding, Performance Max, AI-generated assets, broad match with signals), third-party platforms that layer AI on top of the account (Optmyzr, Adalysis, Opteo), and general-purpose LLMs like ChatGPT and Claude used for research, ad copy variations, and analysis. None of them replace strategy or account structure, but the right ones speed up the work that used to eat afternoons.

Can AI run Google Ads on its own?+

Not well, and not yet. Google's AI can optimise inside a campaign once the structure, tracking, and inputs are right. It cannot decide what to sell, how to price it, which audience to target, or when the market has shifted underneath you. Accounts that hand everything to AI without a competent human at the helm tend to waste money faster, not slower.

Do I still need a PPC specialist if I use AI?+

If you spend meaningful money on Google Ads, yes. AI is very good at pattern-matching and running experiments at scale. It is bad at understanding your business, spotting when a metric is misleading, and pushing back when the platform's recommendations are wrong. A specialist steers the AI, sets the guardrails, and catches the mistakes before they compound.

Are the tools on this page free?+

The live tools are free, no sign-up, no upsell. They're small utilities built during client work that were useful enough to release. The paid tools in development are separate products with their own pricing when they launch.

Want AI-enhanced Google Ads, run by a human?

If you're spending $5,000+/mo on Google Ads and want a specialist using AI as a lever, not as a replacement, book a 30-minute call. No pitch deck, no sales script. I look at your account and tell you what I'd change.

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