marketing ai
How digital marketing is changing with artificial intelligence: insights from Google’s GTM team on Search, YouTube, lead quality, and conversions
When Google invited marketers to “ask us anything,” the response was overwhelming. Hundreds of professionals from across the EMEA region shared their most urgent challenges. Fuencisla Clemares, Google Vice President, involved her Go-To-Market (GTM) team to dive deep into these issues. What emerged was a powerful exchange that reveals today’s marketing pain points — and the AI-based solutions Google is offering.
Huseyin Savas, lead of Next Gen Search, explains that generative AI has turned Search into an exploratory tool. Users now search using voice, camera, and even gestures. With over 1.5 billion monthly users, AI Overview is opening up new ad opportunities by aligning content more closely with user intent. Tools like AI Max and Performance Max can expand reach and boost conversions — even from brand-new queries.
According to Matz Lukmani, AI Max for Search is ideal for advertisers focused on optimizing search-only strategies. Performance Max allows campaigns across multiple Google platforms — YouTube, Display, Gmail, Maps, and more. By combining them with Demand Gen, advertisers can activate a “Power Pack” capable of increasing conversions by up to 14%. AI helps identify winning queries and creative combinations, minimizing overlap.
Nicole Beach, lead generation expert, says success comes from tracking the full conversion funnel. Businesses should assign value to each phase — from initial interest to final sale. Tools like enhanced conversions and first-party data integrations via Google Ads Data Manager help define what a quality lead really means. From there, AI Max can help scale those results upstream in the journey.
Measurement is getting harder. Carl Fernandes recommends Marketing Mix Modeling tools like Meridian and Google Tag Gateway, which can improve data visibility by up to 11%. Updated Google Analytics features, such as aggregated identifiers, help fix misattribution issues when ad click IDs are missing. All of this supports accurate cross-channel attribution and better budget decisions.
For Guillaume Hutois, the secret is balancing brand awareness with direct conversion. Tactics include video reach campaigns, creator partnerships, and Demand Gen, especially with the rise of connected TV (CTV) — YouTube users now watch over a billion hours daily on TVs. The ABCD creative framework can boost ROI by up to 70%. And AI helps optimize targeting, bidding, and creative testing to improve every phase.
1. What is AI Max for Search?
It’s a Google tool that uses AI to optimize search campaigns and match high-performing new queries.
2. How is Performance Max different?
Performance Max spans multiple Google channels, not just Search.
3. Can I use both together?
Yes. They complement each other and work even better when paired with Demand Gen.
4. What defines a high-quality lead?
A lead with a high likelihood of conversion, tracked and valued at multiple funnel stages.
5. What’s the benefit of Google Ads Data Manager?
It helps merge online and offline data to better understand conversion paths.
6. What are enhanced conversions?
Hashed first-party data that links conversions to earlier ad engagements.
7. How do I measure cross-channel performance?
Use updated Google Analytics, advanced tags, and aggregated identifiers.
8. Is YouTube only good for awareness?
No, it’s also powerful for conversions when combined with Demand Gen and optimized creatives.
9. How does AI affect creative video ads?
AI speeds up production, personalizes messaging, and increases ROI.
10. What’s the ideal budget split for YouTube creators?
Google suggests a 5:1 ratio between ad spend and creator investment for maximum impact.
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