Artificial Intelligence is rapidly transforming the landscape of PPC advertising. From ad creation and targeting to reporting and placement, AI is no longer just an optimisation tool, it’s becoming the foundation of how platforms like Google Ads and Microsoft Ads operate.
For Irish advertisers, this evolution offers exciting opportunities — but also raises important questions about control, transparency, and strategy. In this blog I will unpack how AI is changing PPC now, what’s on the horizon with Generative Engine Optimisation (GEO), and what you should do today to stay competitive.
What Is AI in the Context of PPC?
Artificial Intelligence (AI) refers to systems that can process data, learn from it, and make decisions or predictions. In PPC advertising, AI is used to:
- Automatically bid for the best placements.
- Write or suggest ad copy and images.
- Generate audiences and targeting segments.
- Automate campaign performance improvements.
AI doesn’t just assist marketers, it now makes many campaign decisions autonomously (if we let it!), especially in products like Performance Max and Microsoft’s Audience Ads.
AI Features in Google & Microsoft Ads
Google Ads:
- Performance Max
- Automatically Creates Assets
- Conversational Ad Builder
- Smart Bidding (such as tROAS, Max Conversions)
- AI Image Generation
Microsoft Ads:
- Copilot in Microsoft Advertising
- Responsive Search Ads Suggestions
- AI-Powered Multimedia Ads
- Predictive Audiences & LinkedIn Integration
Opportunities for Advertisers
- Efficiency at Scale
- Smarter Targeting
- Faster Time to Market
- Cross-Channel Synergy
Threats and Limitations
- Loss of Control
- Opaque Reporting
- AI Reliance Without Strategic Guidance
- Creative Dependency
The impact of Generative Engine Optimisation (GEO) on Google Ads
What Is GEO?
GEO refers to optimising your brand or content to appear in AI-generated summaries, such as Google’s AI Overviews. These snapshots sit above traditional organic and paid listings and offer immediate, AI-generated answers to user queries.
What Are AI Overview Ads?
Earlier this year, in the USA, a new type of ad, AI Overview Ads has been rolled out. The expectation is that we will see similar roll outs in other countries later this year / beginning of next year. These ads shown within AI-generated answers, blending paid placements into organic-like AI summaries.
Key attributes
- Pulled from Search and Performance Max campaigns
- Appear for commercial-intent queries
- Shown within or below AI-generated content
- Marked as “Sponsored
Current limitations
One of the biggest challenges is that AI Overview Ads do not yet have separate, dedicated reporting. For example advertisers:
- Cannot see impressions, clicks, or conversions specific to AI Overview placements
- Have no way to preview, exclude, or control which queries generate these ads
- Must rely on aggregated metrics in Search or Performance Max campaigns
Like with other features rolled out by Google, over time, better transparency will come.
Opportunities and Threats of GEO + AI Overview Ads
With any new technology, there will be a number of opportunities as well as threats that advertisers will need to consider:
Opportunities
- High-visibility placement in premium content blocks
- Natural integration within trusted AI summaries
- Opportunity to align paid + organic AI strategy
Threats:
- Low advertiser control.
- Inconsistent visibility across campaigns.
- Unclear performance metrics.
- Rising competition as rollout expands.
This Is Still New — and Evolving Fast
It’s important to emphasise that AI in PPC, especially formats like AI Overview Ads and GEO, is still in its early stages. Platforms like Google and Microsoft are testing, learning, and refining how these systems behave. That means:
- Rules are still changing.
- Best practices are still being defined.
- Results may vary wildly from one advertiser to another
Why Agency Expertise Matters More Than Ever
While AI is powerful, it needs direction. Left unchecked, automation can easily misalign with your goals, overspend budget, or dilute your brand voice.
This is where an experienced PPC agency is essential. A strong agency partner can:
- Set the right campaign foundations.
- Monitor performance trends AI can’t see.
- Know when to trust automation and when to intervene.
- Translate early platform changes into actionable client strategy
AI doesn’t replace human insight; rather, it amplifies the results of strategic decisions. If the inputs are flawed or unfocused, AI will simply accelerate those missteps.
What Should Advertisers Do Now?
- Audit and Refine Campaign Assets
- Improve Conversion Tracking
- Explore New AI Features
- Stay Educated on GEO and AI Overviews
- Partner With an Agency That Understands AI
AI is transforming PPC. While these innovations offer remarkable advantages, they also demand smarter strategies and expert guidance.
This is not the time to “set and forget.” It’s time to engage, experiment, and evolve — with the support of a partner who can help you make sense of a fast-moving landscape.
Want to make sure your campaigns are AI-ready and future-proofed? Talk to SWOT Digital today and let’s build a smarter PPC strategy, together.
