Can AI really handle PPC?

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💡 Can You Really Trust AI with PPC

AI has found a home in the daily routines of nearly one-third of Americans, including most marketers. But when it comes to something as high-stakes as PPC, does AI deliver or disappoint? Susie Marino ran a test, asking 45 PPC-specific questions to five AI tools: ChatGPT, Gemini, Meta AI, Perplexity, and Google’s AI Overviews.

Here’s what stood out:

1️⃣ Google’s AI Overviews Missed the Mark: It gave 12 wrong answers out of 45, the worst of the bunch. That’s alarming since these answers often appear at the top of Google search results.

2️⃣ Gemini Outperformed the Rest: With just 3 wrong answers, it proved to be the most reliable tool. Even better, it’s now being integrated into Google Ads via the new Marketing Advisor.

3️⃣ ChatGPT Was Too Nice: Instead of flagging bad campaign performance, it offered soft, encouraging feedback. Helpful? Not always.

4️⃣ Keyword Suggestions Fell Flat: Most tools gave vague or high-competition terms. Only Gemini came close to delivering anything useful.

5️⃣ Meta AI Knew Its Turf: It was the only one that got Facebook Ads stats right, making it a solid choice for Meta-specific campaigns.

Other quirks:

• ChatGPT was the only one to self-promote
• Google tools wouldn’t provide usable ad scripts
• Some tools referenced outdated features like ECPC and text ads

If you’re using AI in your PPC workflow:

✅ Choose the right tool for the job—Gemini looks most dependable
✅ Craft detailed prompts to get more precise responses
✅ Always cross-check what AI gives you

The Takeaway

AI can support your PPC strategy, but it’s not perfect. Knowing which tool to use and how to use it makes all the difference.

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The Takeaway

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