The biggest risk in Google Ads today is that automation will make exactly the right decision based on the wrong business outcome. Feed it signals from spam leads, weak conversions, duplicate customers, or tangential search intent, and it will scale what it’s been taught to value. As automation expands, governance becomes the competitive advantage. That means defining success intentionally, reinforcing it with better business signals, and intervening when automation drifts off course. Shape what Google learns from The conversation around automation usually begins with bidding strategies or campaign types. Governance begins before the first…
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