Changes in Google Ads: AI, Recommendations, and Customer Promotions – SEM News #2 April 2026

Google is introducing a new beta feature in Google Ads called “Copy and edit with AI” for Performance Max campaigns. It allows users to copy an asset group with a single click and automatically generate new variants using AI – including images and videos.

What does this mean for you?

In a world where AI generates content at scale, competitive advantage is built not on volume, but on precision of purchase intent. Blindly relying on automated variants carries specific risks:

• Brand message cannibalization: The algorithm optimizes for clicks (CTR), which does not always align with lead quality (CPL/ROI).

• Loss of narrative control: Copied assets may diverge from the brand’s current positioning.

• Illusion of efficiency: Time saved on production may be offset by testing variants that do not resonate with a premium target audience.

Google is introducing a new feature in Google Ads – the “Results” tab within the Recommendations section. It enables advertisers to review the real, incremental impact of recommendations related to bids and budgets that have already been implemented.

This is the first approach that provides advertisers with visibility into the actual outcomes of Google’s suggestions, instead of relying solely on the system’s declared assumptions.

Source: Google Ads panel

What does this mean for you?

It enables a more informed evaluation of recommendations and reduces “blind” implementation of changes. However, one key question remains: to what extent the presented data is objective, and whether it may inherently favor highlighting the positive impact of recommendations.

Google is introducing a key change in the distribution of bonuses for new advertisers. Automation is giving way to more deliberate management – from now on, every promotional offer must be manually assigned in the Google Partners panel.

What does this mean for you?

• End of automation: each benefit must be manually approved by a specialist in the “Promotional offers” section.

• Short time window: there is exactly 20 days from account creation to activate the bonus. After this period, the opportunity to obtain additional ad credit permanently expires.

• Full control: this change enables more precise alignment of offers with the strategy of a specific client.