Advertisers are receiving step-by-step guidance emails from Google Ads aimed at improving campaign performance over a three-month period.
The details. Google Ads is sending emails with the subject line “Personalised action plan for growth” to business advertisers, according to an X post from Govind Singh Panwar.
The email contains:
A three-month structured improvement plan delivered through weekly emails.
A progress tracker showing completed and pending actions.
Clear calls to action focused on ad strength improvements.
Claims that improving ad strength from “Poor” to “Excellent” results in an average 12% increase in conversions.
AI suggestions. The guidance pushes advertisers toward Google’s preferred strategies, including:
Enabling “personalized recommendations” (Google’s AI suggestions).
Adding broad-match keywords (which typically increase ad spend).
Creating Performance Max campaigns (Google’s black-box AI campaign type).
Why we care. The email campaign essentially represents Google’s effort to standardize advertiser behavior while framing it as personalized guidance. These “personalized” plans appear somewhat templated, potentially leading to more homogenized advertising approaches across competitors.
However, as more advertisers follow these guidelines, those who don’t may see performance impacts as Google’s algorithms increasingly favor accounts aligned with their recommended practices.
Bottom line. While positioned as personalized guidance, the recommendations follow Google’s standard playbook for increasing advertiser adoption of its automated solutions and broader targeting options, which typically require larger budgets.
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About the author
Anu Adegbola has been Paid Media Editor of Search Engine Land since 2024. She covers paid search, paid social, retail media, video and more.
In 2008, Anu’s career started with
delivering digital marketing campaigns (mostly but not exclusively Paid Search) by building strategies, maximising ROI, automating repetitive processes and bringing efficiency from every part of marketing departments through inspiring leadership both on agency, client and marketing tech side.
She is also an international speaker with some of the stages she has presented on being SMX (US), SMX (Munich), Friends of Search (Amsterdam), brightonSEO, The Marketing Meetup, HeroConf (PPC Hero), SearchLove, BiddableWorld, SESLondon, PPC Chat Live, AdWorld Experience (Bologna) and more.