Google Ads in 2026: New Secrets, Tips & Strategies

Summary

Ben Heath argues that Google Ads is shifting toward greater AI automation. Advertisers should pair automation with business-specific guidance rather than rely solely on manual controls.

Strategies and Playbooks

Pair broad match and Smart Bidding with conversion value rules

Let Google find audiences and search opportunities, but adjust conversion values when your own data shows that some customers are more valuable than others. Rules can be based on location, device, or audience attributes.

For example, if US leads are more likely to become customers than UK leads, add value to US conversions to encourage Google to acquire more of them. Other possible signals include repeat-purchase rates, industry, and refund or chargeback rates. Use these rules when Google cannot see differences in downstream value.

Test AI Max in Search campaigns

Heath recommends trying AI Max with text customization enabled, while turning off final URL expansion by default. URL expansion lets Google send visitors to a different page from the one selected for the ad, which may disrupt the intended ad-to-landing-page journey.

For e-commerce businesses, alternate product pages may be appropriate, so URL expansion could be tested. Add exclusions for pages such as thank-you or order-confirmation pages. AI Max remains in beta in the example shown, so monitor its performance and landing-page choices.

Expand beyond Search once campaigns consistently generate conversions

Search is a sensible starting point, but staying there can limit reach.

• Demand Gen: A natural test for businesses already using visual-first platforms such as Meta, since they can reuse creative across Google placements.
• Performance Max: A broader option for reaching Google inventory, including Search, YouTube, Display, Shopping, Gmail, Discover, and Maps. It may offer greater scale, though it is more complex to learn.

Heath says AI tools and creators have lowered the barrier to producing the visual assets these campaign types need.

Use new-customer and high-value new-customer bidding

These options let advertisers place extra value on acquiring new customers, including customers who resemble their best existing customers. This can counter Google’s tendency to favor existing customers when they are cheaper to convert.

Upload customer lists, identify a high-value segment—for example, the top 10% by spend or retention—and tell Google how much more those customers are worth. This may reduce short-term ROAS, but can support longer-term customer acquisition and growth.

Set precise location targeting for local businesses

Google’s default “presence or interest” setting can include people who are interested in a location but are not actually there. For businesses serving a defined area, Heath recommends selecting “presence: people in or regularly in your included locations.”

For example, a local service business targeting Oxford should avoid paying for clicks from people elsewhere who are merely interested in Oxford. This is especially relevant for well-known cities and destinations.

Differentiate ad copy

Rather than accepting generic AI output, ask an LLM to produce distinctive headlines and descriptions and identify claims or credibility signals competitors cannot easily make. Most variations may not outperform standard copy, but testing enough alternatives can uncover winners that justify greater spend.

Google recommends making headlines and descriptions unique. Heath says these are often the elements advertisers struggle to differentiate.

Use cross-platform attribution

Heath recommends checking whether Google Ads is undercounting leads, particularly when campaigns run alongside other paid or organic channels. Decisions based only on incomplete platform reporting could lead advertisers to turn off campaigns that are actually working.

Metrics and Examples Cited

• In a branded Search campaign example covering May 21–27, Hyros reported 6 leads, a cost per lead just over £15, 75 clicks, and a 30% CTR. Google Ads reported only 3 conversions for the same campaign and period; Heath says backend data confirmed the six leads.
• An illustrative conversion-value rule adds £100 to conversions from the United States to signal that US leads are more valuable than UK leads.
• Illustrative new-customer bidding values shown in the account were £20 more for a new customer and £70 for a new high-value customer in account-level settings. A separate example shows £200 and £800. These are examples, not universal recommended bids.
• Heath notes that some customers can be worth 5, 10, 20, 100, or 200 times the average customer, underscoring the potential value of customer segmentation.
• No general performance targets or testing timelines are provided.

Presenter and Sources

• Presenter: Ben Heath, Ben Heath – Google Ads.
• Source/tool discussed: Hyros, presented as an attribution and tracking platform and demonstrated with the lead-count comparison above.