Tried The Google Ads Advisor?

• Ad Grants
• News
• 26. 02. 2026

Artificial intelligence is slowly working its way into every aspect of advertising, and Google has now embedded an AI assistant directly into its advertising platform through a new beta feature called Ads Advisor.

This feature is currently being rolled out, and it is already available in a large percentage of Google Ads accounts. You can access it via “Ads Advisor” button located in the top menu (see below).

Designed as a conversational assistant inside Google Ads, this tool acts like a virtual consultant that can analyze your account, explain performance trends, and suggest improvements, all without leaving the interface. Instead of searching through various online sources or building reports manually, advertisers can ask questions and receive personalized answers based on their actual campaign data. Is it really that simple? Let’s have a look!

Performance Insights, Reporting & Brainstorming

One of the most valuable aspects of Ads Advisor is its ability to quickly summarize account performance. The tool can generate overviews of the past XY days, highlighting key metrics such as clicks, click-through rate, conversions, and emerging trends. It can also flag potential issues and recommend areas for optimization, helping users understand not only what is happening but also why performance may have changed.

Beyond reporting, Ads Advisor serves as a brainstorming partner for ad creation. It can:

• Suggest headlines
• Propose keyword themes
• Review existing ads with recommendations for improvement

For advertisers launching new campaigns or refreshing messaging, this feature can speed up the creative process and spark ideas that might otherwise be overlooked. The tool also provides guidance on campaign setup, offering step-by-step advice on bidding strategies, budgets, conversion tracking, and landing page considerations based on campaign goals such as lead generation or sales.

Optimization Guidance & Troubleshooting

Another important function is troubleshooting. Ads Advisor can help users navigate policies, diagnose underperforming campaigns, and understand how to optimize core account elements. It acts as an on-demand support resource, particularly helpful for those still learning the platform. However, while it can explain what actions to take, it cannot implement changes itself. Despite being promoted as an “agentic” assistant, Ads Advisor does not have the ability to adjust budgets, pause ads, or modify targeting. All recommendations must still be applied manually by the advertiser.

Shortcomings

Early testing of the beta version also revealed several limitations. In some cases, the tool provided inaccurate or incomplete instructions, used terminology that did not match the interface, or skipped essential steps in the setup process. Because it cannot fully interpret what is on the user’s screen, its guidance may not always align with the actual account configuration. There were also instances where it struggled with newer features or produced outdated recommendations, suggesting that its knowledge of the evolving platform is still developing.

Technical reliability is another area that needs improvement. Testers reported occasional difficulties generating keyword suggestions and moments when the assistant stopped responding altogether. Additionally, Ads Advisor sometimes appears to pull information from external sources rather than relying solely on official guidance, which can affect the consistency and trustworthiness of its recommendations.

Google Ad Grants

For organizations using Google Ad Grants accounts, the tool currently offers limited value. Most of its suggestions are geared toward commercial advertisers, not grant users. That means it might recommend low target bids or narrow targeting (rarely effective in Grants), suggest a Display campaign (which isn’t supported), or push manual bidding strategies. We’ve been testing the tool over the past few weeks, and it seemed that Ads Advisor tends to provide generic best-practice advice without considering the specific policies and restrictions that apply to grant accounts. This suggests the model has not yet been trained to handle the nuances of the Google Ad Grants program.

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Conclusion

Overall, like everything Google has introduced over time, whether a new feature, campaign type, or tool, each has undergone extensive testing and refinement. Ads Advisor could eventually evolve into THE Google Ads AI support tool that helps advertisers work more efficiently, identify optimization opportunities, provide accurate recommendations, and deliver reliable answers without leaving Google Ads. At its current stage, however, it functions more like a helpful assistant for ideas and insights rather than a reliable campaign manager. Experienced advertisers may prefer to wait until the tool matures, rather than risk spending time on recommendations that aren’t fully reliable.

As development continues, Ads Advisor could become a powerful companion for managing campaigns. For now, it is best viewed as an early glimpse into how AI may reshape advertising workflows, useful for guidance and inspiration, but not yet a substitute for human expertise and strategic decision-making.