{"id":747169,"date":"2026-09-16T15:00:52","date_gmt":"2026-09-16T12:00:52","guid":{"rendered":"https:\/\/buradabiliyorum.com\/en\/google-ads-ai-needs-guardrails-not-blind-trust-ft-mike-ryan\/"},"modified":"2026-09-16T15:00:52","modified_gmt":"2026-09-16T12:00:52","slug":"google-ads-ai-needs-guardrails-not-blind-trust-ft-mike-ryan","status":"publish","type":"post","link":"https:\/\/buradabiliyorum.com\/en\/google-ads-ai-needs-guardrails-not-blind-trust-ft-mike-ryan\/","title":{"rendered":"Google Ads AI needs guardrails, not blind trust ft Mike Ryan"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_89 counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<label for=\"ez-toc-cssicon-toggle-item-6aede2bfda1d5\" class=\"ez-toc-cssicon-toggle-label\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #dd3333;color:#dd3333\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #dd3333;color:#dd3333\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-6aede2bfda1d5\" checked aria-label=\"Toggle\" \/><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/buradabiliyorum.com\/en\/google-ads-ai-needs-guardrails-not-blind-trust-ft-mike-ryan\/#Mike_Ryan_shares_lessons_from_AI_Max_mistakes_campaign_over-segmentation_and_advertiser_overreactions_to_Google_Ads_changes\" >Mike Ryan shares lessons from AI Max mistakes, campaign over-segmentation and advertiser overreactions to Google Ads changes.<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/buradabiliyorum.com\/en\/google-ads-ai-needs-guardrails-not-blind-trust-ft-mike-ryan\/#Trust_AI_but_verify_what_its_doing\" >Trust AI, but verify what it\u2019s doing<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/buradabiliyorum.com\/en\/google-ads-ai-needs-guardrails-not-blind-trust-ft-mike-ryan\/#AI_Max_and_Search_Partners_sparked_a_false_alarm\" >AI Max and Search Partners sparked a false alarm<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/buradabiliyorum.com\/en\/google-ads-ai-needs-guardrails-not-blind-trust-ft-mike-ryan\/#Viral_PPC_claims_are_difficult_to_take_back\" >Viral PPC claims are difficult to take back<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/buradabiliyorum.com\/en\/google-ads-ai-needs-guardrails-not-blind-trust-ft-mike-ryan\/#AI_Max_has_guardrails_%E2%80%94_advertisers_need_to_use_them\" >AI Max has guardrails \u2014 advertisers need to use them<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/buradabiliyorum.com\/en\/google-ads-ai-needs-guardrails-not-blind-trust-ft-mike-ryan\/#Over-segmenting_campaigns_can_starve_Googles_AI\" >Over-segmenting campaigns can starve Google\u2019s AI<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/buradabiliyorum.com\/en\/google-ads-ai-needs-guardrails-not-blind-trust-ft-mike-ryan\/#Campaign_segmentation_should_be_strategic\" >Campaign segmentation should be strategic<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/buradabiliyorum.com\/en\/google-ads-ai-needs-guardrails-not-blind-trust-ft-mike-ryan\/#CFO-driven_structures_can_clash_with_Google_Ads\" >CFO-driven structures can clash with Google Ads<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/buradabiliyorum.com\/en\/google-ads-ai-needs-guardrails-not-blind-trust-ft-mike-ryan\/#Custom_labels_are_an_overlooked_source_of_business_context\" >Custom labels are an overlooked source of business context<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/buradabiliyorum.com\/en\/google-ads-ai-needs-guardrails-not-blind-trust-ft-mike-ryan\/#Performance_Max_channel_controls_could_cause_confusion\" >Performance Max channel controls could cause confusion<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-11\" href=\"https:\/\/buradabiliyorum.com\/en\/google-ads-ai-needs-guardrails-not-blind-trust-ft-mike-ryan\/#Advertisers_panicked_over_Googles_August_17_change\" >Advertisers panicked over Google\u2019s August 17 change<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-12\" href=\"https:\/\/buradabiliyorum.com\/en\/google-ads-ai-needs-guardrails-not-blind-trust-ft-mike-ryan\/#That_panic_may_have_created_an_opportunity\" >That panic may have created an opportunity<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-13\" href=\"https:\/\/buradabiliyorum.com\/en\/google-ads-ai-needs-guardrails-not-blind-trust-ft-mike-ryan\/#The_August_17_impact_needed_more_time\" >The August 17 impact needed more time<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-14\" href=\"https:\/\/buradabiliyorum.com\/en\/google-ads-ai-needs-guardrails-not-blind-trust-ft-mike-ryan\/#Curiosity_is_becoming_a_core_PPC_skill\" >Curiosity is becoming a core PPC skill<\/a><ul class='ez-toc-list-level-5' ><li class='ez-toc-heading-level-5'><ul class='ez-toc-list-level-5' ><li class='ez-toc-heading-level-5'><ul class='ez-toc-list-level-5' ><li class='ez-toc-heading-level-5'><a class=\"ez-toc-link ez-toc-heading-15\" href=\"https:\/\/buradabiliyorum.com\/en\/google-ads-ai-needs-guardrails-not-blind-trust-ft-mike-ryan\/#Topics_on_this_page\" >Topics on this page<\/a><\/li><\/ul><\/li><\/ul><\/li><\/ul><\/li><\/ul><\/nav><\/div>\n<h2 class=\"subhead\" itemprop=\"alternativeHeadline\"><span class=\"ez-toc-section\" id=\"Mike_Ryan_shares_lessons_from_AI_Max_mistakes_campaign_over-segmentation_and_advertiser_overreactions_to_Google_Ads_changes\"><\/span>Mike Ryan shares lessons from AI Max mistakes, campaign over-segmentation and advertiser overreactions to Google Ads changes.<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><\/p>\n<div class=\"bialty-container\">\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\">\n<div class=\"wp-block-embed__wrapper\">\n<div class=\"rll-youtube-player\" data-src=\"https:\/\/www.youtube.com\/embed\/mRMqzdo_ZZc\" data-id=\"mRMqzdo_ZZc\" data-query=\"feature=oembed\" data-alt=\"Google Ads AI Isn\u2019t Strategic \u2014 You Still Need to Be ft Mike Ryan\"><\/div>\n<p><noscript><iframe loading=\"lazy\" title=\"Google Ads AI Isn\u2019t Strategic \u2014 You Still Need to Be ft Mike Ryan\" width=\"640\" height=\"360\" src=\"https:\/\/www.youtube.com\/embed\/mRMqzdo_ZZc?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/noscript>\n<\/div>\n<\/figure>\n<p class=\"wp-block-paragraph\">Google Ads\u2019 increasingly automated campaign tools can uncover new opportunities, but advertisers shouldn\u2019t mistake optimization for strategy.<\/p>\n<p class=\"wp-block-paragraph\" id=\"h-\">That was one of the central lessons shared by Mike Ryan, head of e-commerce insights at Smarter Ecommerce (SMEC), during a conversation on the PPC Live podcast about mistakes, AI Max and how advertisers should <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/download-scripts-themes-apps\/\" data-internallinksmanager029f6b8e52c=\"9\" title=\"Download Scripts &amp; Themes &amp; Apps\" target=\"_blank\" rel=\"noopener\">app<\/a>roach Google\u2019s rapidly evolving automation.<\/p>\n<p class=\"wp-block-paragraph\">Ryan shared how AI Max dramatically expanded a client\u2019s traffic by targeting a much larger competitor. Performance looked good, but the advertiser had intentionally avoided those searches to prevent a bidding war \u2014 business context AI Max couldn\u2019t understand.<\/p>\n<h2 id=\"h-trust-ai-but-verify-what-it-s-doing\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Trust_AI_but_verify_what_its_doing\"><\/span>Trust AI, but verify what it\u2019s doing<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p class=\"wp-block-paragraph\">The experience reinforced Ryan\u2019s \u201ctrust but verify\u201d approach. New Google Ads <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/technology\/\" data-internallinksmanager029f6b8e52c=\"4\" title=\"Technology\" target=\"_blank\" rel=\"noopener\">technology<\/a> should be monitored closely from day one, including checking search terms rather than assuming strong headline performance means everything is working as intended.<\/p>\n<h2 id=\"h-ai-max-and-search-partners-sparked-a-false-alarm\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"AI_Max_and_Search_Partners_sparked_a_false_alarm\"><\/span>AI Max and Search Partners sparked a false alarm<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p class=\"wp-block-paragraph\">Ryan initially concluded from several campaigns that AI Max favored Search Partner Network and shared the finding on LinkedIn. More data later showed that wasn\u2019t <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/general\/\" data-internallinksmanager029f6b8e52c=\"3\" title=\"General\" target=\"_blank\" rel=\"noopener\">general<\/a>ly true, illustrating the danger of turning early observations into broad conclusions.<\/p>\n<h2 id=\"h-viral-ppc-claims-are-difficult-to-take-back\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Viral_PPC_claims_are_difficult_to_take_back\"><\/span>Viral PPC claims are difficult to take back<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p class=\"wp-block-paragraph\">A correction rarely gets the reach of the original controversial claim. Ryan discussed the responsibility that comes with having an industry audience, particularly when advertisers may use his observations to make real campaign decisions.<\/p>\n<h2 id=\"h-ai-max-has-guardrails-advertisers-need-to-use-them\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"AI_Max_has_guardrails_%E2%80%94_advertisers_need_to_use_them\"><\/span>AI Max has guardrails \u2014 advertisers need to use them<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p class=\"wp-block-paragraph\">Advertisers can control unwanted AI Max behavior through negative keywords, brand inclusions and exclusions, and Search Partner Network settings. Reporting such as AI Max match type and match source can also reveal exactly where expansion is coming from.<\/p>\n<h2 id=\"h-over-segmenting-campaigns-can-starve-google-s-ai\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Over-segmenting_campaigns_can_starve_Googles_AI\"><\/span>Over-segmenting campaigns can starve Google\u2019s AI<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p class=\"wp-block-paragraph\">Highly granular account structures can leave individual campaigns without enough conversion data for automated bidding. Ryan said his research points to at least 30 monthly conversions \u2014 ideally 60 or more \u2014 for Smart Bidding to work consistently.<\/p>\n<h2 id=\"h-campaign-segmentation-should-be-strategic\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Campaign_segmentation_should_be_strategic\"><\/span>Campaign segmentation should be strategic<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p class=\"wp-block-paragraph\">Ryan argued that advertisers have moved from tactical segmentation toward strategic segmentation. Every additional campaign or split should have a reason to exist rather than simply recreating the highly granular structures common in older Google Ads strategies.<\/p>\n<h2 id=\"h-cfo-driven-structures-can-clash-with-google-ads\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"CFO-driven_structures_can_clash_with_Google_Ads\"><\/span>CFO-driven structures can clash with Google Ads<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p class=\"wp-block-paragraph\">One account Ryan encountered had been divided into extremely granular margin buckets dictated by its CFO, each with its own ROAS target. The structure sounded sophisticated but fragmented the data so heavily that the algorithm struggled to achieve those targets.<\/p>\n<h2 id=\"h-custom-labels-are-an-overlooked-source-of-business-context\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Custom_labels_are_an_overlooked_source_of_business_context\"><\/span>Custom labels are an overlooked source of business context<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p class=\"wp-block-paragraph\">Custom labels can feed information Google doesn\u2019t inherently know \u2014 including margins, sell-through rates and return rates \u2014 into campaign strategy. That can help advertisers optimize around actual business profitability rather than simply recorded conversions.<\/p>\n<h2 id=\"h-performance-max-channel-controls-could-cause-confusion\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Performance_Max_channel_controls_could_cause_confusion\"><\/span>Performance Max channel controls could cause confusion<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p class=\"wp-block-paragraph\">Ryan discussed an emerging Performance Max feature allowing advertisers to adjust the importance of individual channels. He warned that increasing a channel\u2019s \u201cimportance\u201d may actually give Google greater tolerance around a CPA or ROAS target \u2014 potentially producing a different outcome than advertisers expect.<\/p>\n<h2 id=\"h-advertisers-panicked-over-google-s-august-17-change\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Advertisers_panicked_over_Googles_August_17_change\"><\/span>Advertisers panicked over Google\u2019s August 17 change<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p class=\"wp-block-paragraph\">Ryan\u2019s early research found advertisers increased target ROAS around Google\u2019s August 17 update \u2014 including campaigns that weren\u2019t limited by budget and therefore didn\u2019t necessarily need changes. He argued uncertainty around the update caused advertisers to become unnecessarily conservative.<\/p>\n<h2 id=\"h-that-panic-may-have-created-an-opportunity\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"That_panic_may_have_created_an_opportunity\"><\/span>That panic may have created an opportunity<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p class=\"wp-block-paragraph\">If advertisers collectively raise ROAS targets and reduce spend, competitors could potentially move in the opposite direction. Ryan suggested some advertisers might have benefited from lowering their ROAS targets and capturing market share while others pulled back.<\/p>\n<h2 id=\"h-the-august-17-impact-needed-more-time\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"The_August_17_impact_needed_more_time\"><\/span>The August 17 impact needed more time<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p class=\"wp-block-paragraph\">Ryan pushed back against im<a href=\"https:\/\/buradabiliyorum.com\/en\/category\/social-mediaa\/\" data-internallinksmanager029f6b8e52c=\"1\" title=\"Social Media\" target=\"_blank\" rel=\"noopener\">media<\/a>te claims about the impact of the update. Google advised advertisers to wait one to two conversion cycles, meaning many conclusions circulating shortly after the change were being drawn before sufficient data existed.<\/p>\n<h2 id=\"h-curiosity-is-becoming-a-core-ppc-skill\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Curiosity_is_becoming_a_core_PPC_skill\"><\/span>Curiosity is becoming a core PPC skill<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p class=\"wp-block-paragraph\">Ryan\u2019s overarching lesson was to remain skeptical and curious as advertising becomes more automated. Strong performance, new controls and early industry claims all deserve investigation rather than being accepted at face value.<\/p>\n<div class=\"ttd-topics-display\">\n<div class=\"ttd-topics-content\">\n<h5><span class=\"ez-toc-section\" id=\"Topics_on_this_page\"><\/span>Topics on this page<span class=\"ez-toc-section-end\"><\/span><\/h5>\n<div class=\"ttd-topics-links\">Google AdsArtificial intelligenceGooglePay-per-clickSearch engine marketingLinkedInMarketing automationMike RyanSmarter Ecommerce<\/div>\n<\/div>\n<div class=\"ttd-topics-show-extra-button\">+4 more<\/div>\n<\/div>\n<\/div>\n<blockquote><p><strong><span style=\"color: #ff6600;\">If you liked the article, do not forget to share it with your friends. Follow us on\u00a0<span style=\"color: #ff0000;\"><a style=\"color: #ff0000;\" href=\"https:\/\/news.google.com\/publications\/CAAqBwgKMN63nwsw68G3Aw\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">Google News<\/a><\/span>\u00a0too, click on the star and choose us from your favorites.<\/span><\/strong><\/p><\/blockquote>\n<blockquote>\n<p style=\"text-align: center;\"><strong>If you want to read more like this article, you can visit our <span style=\"color: #ff9900;\"><a style=\"color: #ff9900;\" href=\"https:\/\/buradabiliyorum.com\/en\/category\/technology\/\" target=\"_blank\" >Technology<\/a><\/span> category.<\/strong><\/p>\n<\/blockquote>\n<p><span style=\"color: black;\"><a style=\"color: #ff9900;\" href=\"https:\/\/searchengineland.com\/google-ads-ai-needs-guardrails-not-blind-trust-ft-mike-ryan-488756\" target=\"_blank\" >Source<\/a><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Mike Ryan shares lessons from AI Max mistakes, campaign over-segmentation and advertiser overreactions to Google Ads changes. Google Ads\u2019 increasingly automated campaign tools can uncover new opportunities, but advertisers shouldn\u2019t mistake optimization for strategy. That was one of the central lessons shared by Mike Ryan, head of e-commerce insights at Smarter Ecommerce (SMEC), during a&#8230;<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"fifu_image_url":"","fifu_image_alt":"","footnotes":""},"categories":[18],"tags":[],"class_list":["post-747169","post","type-post","status-publish","format-standard","hentry","category-technology"],"_links":{"self":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/747169","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/comments?post=747169"}],"version-history":[{"count":0,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/747169\/revisions"}],"wp:attachment":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media?parent=747169"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/categories?post=747169"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/tags?post=747169"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}