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Google’s PPC AI is nothing more than broad match with a new label
Posted by on October 31, 2025 at 5:54 amBit of a rant here
Had a call with our Google account rep last week.
Apparently AI mode is going to be the forced default for users in 6-8 weeks and will have ads. The ads will only show for Perf Max, AI campaigns and broad match so they wanted us to start testing these campaigns.
Got a big sales pitch from them…have been listening to these calls for 15-20 years and they all essentially are the same thing, use broad match, increase budgets. I thought this time it might be different so figured I'd give them a chance.
For reference, this particular account ad spend is ~1mil a year, CPL is ~35 bucks, conv rate is 30-60% from visit to lead depending on the search term. We've held the CPL at 35 bucks give or take for 10 years which is solid given this is plumbing services
Anyway, we setup a perf max campaign as a test for a few days.
As expected, the campaign is garbage
At first glance, the numbers look good, CPL is $11 with 9 leads – ok, thats interesting
Dig into the data, they're all brand searches, there was 1 actual non brand lead
The ads were displaying for all sorts of irrelevant terms – electrician, DIY, handyman terms, competitor brands.
If this is Google's AI at work then our jobs are safe for a long time…surely this campaign should at least know that a plumber and electrician are completely separate things?
I got a big pitch about how Google's AI will go find leads, blablabla, but this looks like Google playing the same old tricks here – anyone else had a different experience here?
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5 Replies
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It’s time to master PPC bidding on ChatGPT
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>Apparently AI mode is going to be the forced default for users in 6-8 weeks
Your rep is bullshitting you
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ok so you discovered performance max campaign exists? congratulations old man. what if i tell you it is working the best for me in ecommerce only behind brand search? will you call me a google shill?
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Exact is phrase
Phrase is broad
broad is AI-powered intent
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