{"id":7170,"date":"2026-10-15T20:11:15","date_gmt":"2026-10-15T18:11:15","guid":{"rendered":"https:\/\/oneline.ch\/en\/?p=7170"},"modified":"2026-10-15T20:11:15","modified_gmt":"2026-10-15T18:11:15","slug":"create-google-ads-campaign-ai-webinar","status":"publish","type":"post","link":"https:\/\/oneline.ch\/en\/create-google-ads-campaign-ai-webinar\/","title":{"rendered":"Creating a Google Ads Campaign With AI: Webinar Recap"},"content":{"rendered":"\n<div class=\"wp-block-group oneline-tldr has-pale-cyan-blue-background-color has-background\" style=\"border-radius:12px;margin-bottom:32px;padding-top:24px;padding-right:28px;padding-bottom:24px;padding-left:28px\"><div class=\"wp-block-group__inner-container is-layout-flow wp-block-group-is-layout-flow\">\n<p style=\"font-size:14px;letter-spacing:1px;text-transform:uppercase\"><strong>In Brief<\/strong><\/p>\n\n\n\n<p>A good Google Ads campaign does not start in the account, but with the question of what people are searching for. Search volume, ad and landing page have to fit together, otherwise <strong>every click burns budget<\/strong>. AI helps with structure, keywords and ad copy, but it only delivers suggestions: <strong>check keywords in the Keyword Planner and read the copy yourself<\/strong>. And once the campaign is live: tinker with the account too little rather than too much.<\/p>\n<\/div><\/div>\n\n\n\n<p>If you want to <strong>create a Google Ads campaign<\/strong>, start with the question of what people are actually searching for. The account comes later. That is exactly the order our <a href=\"https:\/\/oneline.ch\/sea-webinar\/\" target=\"_blank\" rel=\"noreferrer noopener\">SEA webinar<\/a> on October 2, 2026 followed. Liliano Tenore, Senior Digital Marketing Manager at ONELINE, spent 90 minutes covering theory, the use of AI and a live example in a Google Ads account. You can watch the recording right here, with the key points to read below.<\/p>\n\n\n\n<figure class=\"wp-block-embed alignfull is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"Google Ads Kampagne erstellen mit KI | ONELINE Webinar\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/_tE-P9qhnqk?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>\n<\/div><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-creating-a-google-ads-campaign-means-connecting-search-volume-ad-and-landing-page\">Creating a Google Ads Campaign Means Connecting Search Volume, Ad and Landing Page<\/h2>\n\n\n\n<p>At the center of the webinar was a slide that breaks SEA down into three parts:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Search volume and the auction:<\/strong> It shows whether there is demand and what it costs.<\/li>\n\n\n\n<li><strong>Ad:<\/strong> It decides whether someone clicks.<\/li>\n\n\n\n<li><strong>Landing page:<\/strong> It decides whether the visit turns into an inquiry.<\/li>\n<\/ul>\n\n\n\n<p>An example from the webinar makes this tangible: a perfect ad with a poor landing page burns budget. With Google Ads, <strong>every click costs money directly<\/strong>, unlike the organic side we handle with <a href=\"https:\/\/oneline.ch\/en\/services\/seo\/\" target=\"_blank\" rel=\"noreferrer noopener\">SEO<\/a>. That is why the common thread from search to ad to landing page has to hold.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-what-makes-the-account-structure-manageable-later-on\">What Makes the Account Structure Manageable Later On<\/h2>\n\n\n\n<p>A Google Ads account has four levels, and each has its own settings:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Account:<\/strong> currency, time zone, payment method and <a href=\"https:\/\/oneline.ch\/en\/google-ads-part-1\/\" target=\"_blank\" rel=\"noreferrer noopener\">conversion tracking<\/a>. <a href=\"https:\/\/oneline.ch\/en\/glossary\/google-ads\/\" target=\"_blank\" rel=\"noreferrer noopener\">Setting up the Google account<\/a> is the foundation for this.<\/li>\n\n\n\n<li><strong>Campaign:<\/strong> budget, bid strategy, location and language.<\/li>\n\n\n\n<li><strong>Ad group:<\/strong> keywords, grouped by topic.<\/li>\n\n\n\n<li><strong>Ad:<\/strong> what appears in search, meaning headlines and descriptions.<\/li>\n<\/ul>\n\n\n\n<p>This has practical consequences. If you want to push a new product, you need a <strong>separate campaign<\/strong> for it, because budget and location cannot be split below the campaign level. At the ad group level, separation practically only works through keywords. On Meta, audiences can be segmented much more finely; on Google Ads, they cannot.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-which-campaign-type-and-bid-strategy-fit\">Which Campaign Type and Bid Strategy Fit<\/h2>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-the-campaign-types-at-a-glance\">The Campaign Types at a Glance<\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Search:<\/strong> the foundation, because users are actively searching and purchase intent is highest.<\/li>\n\n\n\n<li><strong>Performance Max:<\/strong> covers Search, Display, YouTube, Discover, Gmail, Maps and Shopping automatically. According to the webinar, Performance Max becomes a black box without a clean data foundation and a solid understanding of Search.<\/li>\n\n\n\n<li><strong>Shopping:<\/strong> suited to e-commerce.<\/li>\n\n\n\n<li><strong>Demand Gen and Video:<\/strong> for demand and awareness.<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-the-display-network-is-moving-to-demand-gen\">The Display Network Is Moving to Demand Gen<\/h3>\n\n\n\n<p>Things are changing with the Display Network. Google is moving it into Demand Gen. According to the <a href=\"https:\/\/support.google.com\/google-ads\/answer\/17051545?hl=en\" target=\"_blank\" rel=\"noreferrer noopener\">Google Ads Help<\/a>, a migration tool has been rolling out in stages since June 2026, and <strong>new Display campaigns<\/strong> will later only be possible in Demand Gen. Google does not give an exact date there.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-three-groups-of-bid-strategies\">Three Groups of Bid Strategies<\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Manual CPC:<\/strong> You set the <a href=\"https:\/\/oneline.ch\/en\/glossary\/cpc-cost-per-click\/\" target=\"_blank\" rel=\"noreferrer noopener\">bid per keyword<\/a> yourself.<\/li>\n\n\n\n<li><strong>Automated for traffic:<\/strong> Maximize clicks and target impression share, for example for visibility on brand terms.<\/li>\n\n\n\n<li><strong>Automated for conversions:<\/strong> Maximize conversions, target CPA, maximize conversion value and target ROAS.<\/li>\n<\/ul>\n\n\n\n<p>Smart Bidding needs data for this. Without conversion tracking, a target CPA makes no sense, and as a guideline Liliano named around <strong>30 conversions in 30 days<\/strong>. That is his experience and not a Google requirement. For the start, he recommended maximizing clicks with a CPC limit and switching later.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-keywords-and-match-types-phrase-as-the-default\">Keywords and Match Types: Phrase as the Default<\/h2>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-the-three-match-types\">The Three Match Types<\/h3>\n\n\n\n<p>The recommendation from the webinar is <strong>phrase match as the default<\/strong>. In addition, these rules apply:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Phrase match:<\/strong> the default for most keywords.<\/li>\n\n\n\n<li><strong>Exact match:<\/strong> only for clear-cut terms close to conversion.<\/li>\n\n\n\n<li><strong>Broad match:<\/strong> only with Smart Bidding and good data.<\/li>\n<\/ul>\n\n\n\n<p><strong>Google recommends the same<\/strong>, because according to the Google Ads Help, broad match keywords should be used together with Smart Bidding.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-negative-keywords-against-wasted-spend\">Negative Keywords Against Wasted Spend<\/h3>\n\n\n\n<p><strong>Negative keywords<\/strong> exclude search queries that cost money and never convert, depending on the offer for example &#8220;free&#8221;, &#8220;jobs&#8221;, &#8220;used&#8221; or &#8220;DIY&#8221;. Liliano advised checking the search terms report every week, because it is the fastest lever against wasted spend.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-ad-copy-that-matches-the-search\">Ad Copy That Matches the Search<\/h2>\n\n\n\n<p>According to the <a href=\"https:\/\/support.google.com\/google-ads\/answer\/7684791?hl=en\" target=\"_blank\" rel=\"noreferrer noopener\">Google Ads Help<\/a>, a responsive search ad consists of up to <strong>15 headlines of 30 characters each<\/strong> and up to 4 descriptions of 90 characters each, plus assets such as sitelinks or calls. Because Google combines the elements freely, headlines must not contradict each other.<\/p>\n\n\n\n<p>Three rules from the webinar help when writing <a href=\"https:\/\/oneline.ch\/en\/text-ads-and-banners\/\" target=\"_blank\" rel=\"noreferrer noopener\">text ads<\/a>:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>At least three headlines contain the <strong>main keyword<\/strong>, and no more than five of fifteen should carry the same keyword.<\/li>\n\n\n\n<li>You write concretely instead of using adjectives like &#8220;professional&#8221; and say what the customer gets out of it.<\/li>\n\n\n\n<li>At least two descriptions contain a <strong>call to action<\/strong>.<\/li>\n<\/ul>\n\n\n\n<p>Use pinning <strong>sparingly<\/strong>, because it limits optimization.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-how-to-use-ai-in-the-process\">How to Use AI in the Process<\/h2>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-a-good-prompt-has-four-building-blocks\">A Good Prompt Has Four Building Blocks<\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Role:<\/strong> who is answering, for example an experienced Google Ads keyword strategist.<\/li>\n\n\n\n<li><strong>Context:<\/strong> product, target group, market, language, URL and price segment.<\/li>\n\n\n\n<li><strong>Task:<\/strong> exactly one goal per prompt.<\/li>\n\n\n\n<li><strong>Format:<\/strong> table, number of items and character limits.<\/li>\n<\/ul>\n\n\n\n<p>The sentence that went with it stood in large letters on the slide: &#8220;Bad input, bad output.&#8221;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-from-prompt-to-skill\">From Prompt to Skill<\/h3>\n\n\n\n<p>A <a href=\"https:\/\/oneline.ch\/en\/prompt-engineering-the-ultimate-guide-to-better-ai-results\/\" target=\"_blank\" rel=\"noreferrer noopener\">prompt<\/a> is a single instruction that turns out slightly differently every time. A <strong>skill<\/strong> is a saved workflow with fixed rules and a fixed output, which keeps the quality more consistent. This idea gave rise to the AI Prompt Pack, with four prompts: campaign structure, keyword research, RSA ad copy and account audit.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-the-live-example-in-the-webinar\">The Live Example in the Webinar<\/h3>\n\n\n\n<p>The live example was about a self-defense school in the canton of Zug. For this case, Claude recommended two Search campaigns, one in German and one in English, and no Performance Max campaign. Claude then suggested keywords with match types, which we checked against actual search volumes in the <strong>Google Keyword Planner<\/strong>. Finally, 15 headlines and several descriptions were created. The most important takeaway: the model delivers suggestions, not the truth. Always check <a href=\"https:\/\/oneline.ch\/en\/keyword-analysis\/\" target=\"_blank\" rel=\"noreferrer noopener\">keywords<\/a> in the Keyword Planner, and always read the ad copy yourself.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-the-optimization-routine-order-beats-speed\">The Optimization Routine: Order Beats Speed<\/h2>\n\n\n\n<p>The webinar divides the first weeks into four phases:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Days 1 to 3:<\/strong> Fix errors. Check tracking, correct disapproved ads, exclude obviously irrelevant search terms and check whether the budget is capping delivery.<\/li>\n\n\n\n<li><strong>Weeks 1 and 2:<\/strong> Collect data, review search terms and add negatives. Leave bids and the bid strategy alone, otherwise the learning phase starts over.<\/li>\n\n\n\n<li><strong>Weeks 3 to 4:<\/strong> First optimization. Sharpen ad copy, pause weak keywords, clean up the structure.<\/li>\n\n\n\n<li><strong>From week 5:<\/strong> Adjust targeting and switch to Smart Bidding as soon as there are enough conversions.<\/li>\n<\/ul>\n\n\n\n<p>After that, the routine takes over: weekly with search terms and negatives, monthly with structure, ads and budget allocation. One statement from the webinar sticks: for most accounts, <strong>over-optimization<\/strong> is a bigger problem than under-optimization. If you tinker with the account every day, you give the algorithm no chance to learn.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-outlook-where-google-ads-is-heading\">Outlook: Where Google Ads Is Heading<\/h2>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-dynamic-search-ads-are-moving-to-ai-max\">Dynamic Search Ads Are Moving to AI Max<\/h3>\n\n\n\n<p><a href=\"https:\/\/oneline.ch\/en\/blog\/google-updates\/\" target=\"_blank\" rel=\"noreferrer noopener\">Google keeps rebuilding its search around AI<\/a>. According to the <a href=\"https:\/\/blog.google\/products\/ads-commerce\/dsa-upgrade-to-ai-max-2026\/\" target=\"_blank\" rel=\"noreferrer noopener\">Google Ads blog<\/a>, Dynamic Search Ads are moving into AI Max, with the automatic switch starting in <strong>February 2027<\/strong> after an extended deadline. Campaigns with automatically created assets or campaign-level broad match are set to be upgraded as early as September 2026. If you run campaigns like these, check your account now.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-more-changes-in-language-ai-and-chatgpt-ads\">More Changes in Language, AI and ChatGPT Ads<\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Language:<\/strong> According to the Google Ads Help, the campaign-level language setting for Search campaigns will be removed starting in September 2026. Google will then rely on the <strong>language of the ad<\/strong> and the landing page.<\/li>\n\n\n\n<li><strong>Ask Advisor:<\/strong> Google is testing an AI assistant that connects Google Ads, Analytics and Merchant Center. According to the <a href=\"https:\/\/blog.google\/products\/ads-commerce\/ask-advisor\/\" target=\"_blank\" rel=\"noreferrer noopener\">Google blog<\/a>, it is available in beta for English-language accounts.<\/li>\n\n\n\n<li><strong>ChatGPT Ads:<\/strong> OpenAI is expanding <a href=\"https:\/\/oneline.ch\/en\/services\/chatgpt-ads-agency\/\" target=\"_blank\" rel=\"noreferrer noopener\">ChatGPT Ads<\/a> to 31 European markets.<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-the-future-of-ads-management\">The Future of Ads Management<\/h3>\n\n\n\n<p>The webinar showed three stages. In the past, everything was done by hand. Today, <a href=\"https:\/\/oneline.ch\/en\/services\/ai-agency\/\" target=\"_blank\" rel=\"noreferrer noopener\">AI<\/a> delivers drafts and analyses, and tomorrow the model will access the account and data directly via the <strong>Model Context Protocol (MCP)<\/strong>. Approvals and decisions remain with people. AI suggests, people decide.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-what-you-can-take-away-from-the-webinar\">What You Can Take Away From the Webinar<\/h2>\n\n\n\n<p>Participants received three things:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>the <strong>AI Prompt Pack<\/strong> with the four ready-to-use prompts<\/li>\n\n\n\n<li>an optimization checklist with 27 checkpoints from day 1 to the ongoing routine<\/li>\n\n\n\n<li>the offer of a potential analysis, in which we look at your Google Ads account and tell you where budget is being lost<\/li>\n<\/ul>\n\n\n\n<p><strong>Would you like the materials or an assessment of your account? <a href=\"https:\/\/oneline.ch\/en\/contact-with-coffee\/\" target=\"_blank\" rel=\"noreferrer noopener\">Get in touch with us<\/a>. As a <a href=\"https:\/\/oneline.ch\/en\/services\/google-ads\/\" target=\"_blank\" rel=\"noreferrer noopener\">Google Ads agency<\/a>, we show you where you can start and explain the next steps.<\/strong><\/p>\n\n\n\n<div class=\"wp-block-group oneline-author-box has-border-color\" style=\"border-color:#e2e8f0;border-width:1px;border-radius:12px;margin-top:48px;margin-bottom:16px;padding-top:24px;padding-right:28px;padding-bottom:24px;padding-left:28px\"><div class=\"wp-block-group__inner-container is-layout-flow wp-block-group-is-layout-flow\">\n<div class=\"wp-block-columns are-vertically-aligned-center is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:100px\">\n<figure class=\"wp-block-image size-thumbnail is-resized is-style-rounded\"><img decoding=\"async\" src=\"https:\/\/oneline.ch\/wp-content\/uploads\/2026\/05\/author-bettina-abelman.jpg\" alt=\"Portrait illustration of Bettina Abelman\" style=\"aspect-ratio:1;object-fit:cover;width:80px;height:80px\" \/><\/figure>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\">\n<p style=\"font-size:12px;letter-spacing:1px;text-transform:uppercase\"><strong>Written By<\/strong><\/p>\n\n\n\n<p style=\"margin-top:4px;margin-bottom:4px;font-size:18px;font-weight:600;line-height:1.7;text-transform:uppercase\">Bettina Abelman<\/p>\n\n\n\n<p style=\"font-size:14px\">Junior Online Marketing Manager at ONELINE in Zug, focused on digital marketing, SEO, and lead generation. <a href=\"https:\/\/oneline.ch\/en\/about-us\/\" target=\"_blank\" rel=\"noreferrer noopener\">Learn more about Bettina \u2192<\/a><\/p>\n<\/div>\n<\/div>\n<\/div><\/div>\n\n\n\n<div class=\"wp-block-group oneline-related has-border-color\" style=\"border-color:#e2e8f0;border-width:1px;border-radius:12px;margin-top:32px;padding-top:24px;padding-right:28px;padding-bottom:24px;padding-left:28px\"><div class=\"wp-block-group__inner-container is-layout-flow wp-block-group-is-layout-flow\">\n<h3 class=\"wp-block-heading\" id=\"h-related-topics\" style=\"font-size:20px\">Related Topics<\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/oneline.ch\/en\/the-little-1x1-of-google-ads\/\" target=\"_blank\" rel=\"noreferrer noopener\">The Little 1&#215;1 of Google Ads<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/oneline.ch\/en\/blog\/display-marketing-this-is-how-diverse-banner-advertising-is-today\/\" target=\"_blank\" rel=\"noreferrer noopener\">Display Marketing Today<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/oneline.ch\/en\/blog\/google-ads-automation-and-machine-learning\/\" target=\"_blank\" rel=\"noreferrer noopener\">Google Ads Automation and Machine Learning<\/a><\/li>\n<\/ul>\n<\/div><\/div>\n\n\n","protected":false},"excerpt":{"rendered":"<p>The key learnings from our SEA webinar to read at your own pace: how to set up a Google Ads campaign properly, which match types and bid strategies fit, and how AI supports you without you giving up control.<\/p>\n","protected":false},"author":17,"featured_media":7173,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_yoast_wpseo_focuskw":"create google ads campaign","_yoast_wpseo_title":"Create a Google Ads Campaign With AI: Webinar Recap","_yoast_wpseo_metadesc":"Creating a Google Ads campaign: account structure, match types, ad copy and AI prompts from the ONELINE webinar on October 2, 2026, as a recap.","_yoast_wpseo_meta-robots-noindex":"","_yoast_wpseo_canonical":"","inline_featured_image":false,"footnotes":""},"categories":[55,42],"tags":[],"class_list":["post-7170","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-artificial-intelligence","category-google-ads"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v22.1 (Yoast SEO v22.1) - 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