LIVE on October 6 | 8am PDT
Google Ads in the Age of Automation: What Still Works & Matters
Google Ads is automating more of the work marketers once handled manually. Smart Bidding sets bids in real time. Broad match interprets intent. Performance Max distributes ads across Google’s inventory. AI Max expands targeting and adapts creative delivery. But if Google increasingly controls campaign execution, where can marketers still create a competitive advantage?
In this webinar, Neil Patel and the NP Digital team reveal how the marketer’s role is shifting from controlling every decision to designing a system that makes better decisions. You’ll learn why stronger business inputs—including conversion quality, customer value, CRM data, profitability, and first-party signals—are becoming more important than increasingly granular account structures.
We’ll examine how to choose the right Smart Bidding objective, use broad and exact match strategically, evaluate whether Performance Max is creating incremental demand, and establish the guardrails automation still needs. You’ll also discover why creative strategy and landing-page optimization become even more valuable when every advertiser has access to the same automation.
Whether you manage paid search, performance marketing, analytics, creative, CRO, or broader growth strategy, you’ll leave with a clearer framework for deciding what to automate, what to control, and what to measure. You’ll also receive a practical 30-day plan for improving your inputs, testing new automation capabilities, and connecting Google Ads performance to qualified customers, revenue, profit, and incremental growth.
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What You’ll Learn
How the marketer's role is evolving from controlling individual campaign decisions to building systems that help automation make better ones
Why conversion quality, offline outcomes, CRM data, customer value, and profitability are becoming critical Google Ads targeting signals
How to choose between conversion-based and value-based Smart Bidding based on the way your business actually makes money
Why restrictive CPA and ROAS targets can limit scale—and how to balance efficiency, conversion volume, and growth
How the role of keywords is changing as Google increasingly evaluates intent, context, landing pages, and broader relevance signals
Where broad match can uncover incremental demand—and where exact match, negatives, exclusions, and tighter controls still create business value
How to give Performance Max the conversion signals, creative assets, business data, and strategic guardrails it needs to perform effectively
How to determine whether Performance Max is generating new business or capturing demand that may have converted anyway
Why creative propositions, differentiated offers, proof points, and customer insights become more valuable as media buying becomes easier to automate
How landing-page improvements can generate more conversions, strengthen bidding signals, and improve campaign economics without purchasing additional traffic
How to move beyond platform-reported CPA and ROAS to measure qualified conversions, revenue, profit, new customers, incrementality, and marginal performance
How to build a practical 30-day Google Ads automation plan focused on measuring, fixing, testing, validating, and scaling what works
YOUR INSTRUCTORS
Neil Patel
Neil Patel is the co-founder of NP Digital. The Wall Street Journal calls him a top influencer on the web, Forbes says he is one of the top 10 marketers, and Entrepreneur Magazine says he created one of the 100 most brilliant companies.
Neil is a New York Times bestselling author and was recognized as a top 100 entrepreneur under the age of 30 by President Obama and a top 100 entrepreneur under the age of 35 by the United Nations.
Chris Moreno
Senior Vice President of Paid Media at NP Digital
As Senior Vice President of Paid Media at NP Digital, Chris leads performance marketing strategy across paid search, social, programmatic, retail media, and emerging digital channels. With 15+ years of experience, he has helped mid-market to Fortune 100 brands translate media investment into measurable business growth. Chris is also known for building high-performing, highly connected teams rooted in innovation, accountability, and client impact.
Brooke Hess
Vice President, Paid Media at NP Digital
Brooke is an accomplished media professional with a rich 16-year career. Her expertise in strategic media planning covers a broad spectrum of industries, including health care, e-commerce, crypto, fintech, and retail, among others. Brooke's leadership at NP Digital, coupled with her ability to leverage cutting-edge tools, has established her as a highly regarded figure in the world of paid media.