What Is Google Ads Advisor? Features, How to Use It, Comparison with Other AI Ad Tools, and Future Outlook

In November 2025, Google officially announced a new AI agent called Google Ads Advisor. It’s a conversational AI assistant that runs directly inside the Google Ads interface. It acts like a “campaign management partner” that helps you with everything from diagnosing your campaigns and suggesting improvements to, in some cases, actually making changes for you.

First, let’s整理 the key points this article will cover:

• The basic role of Ads Advisor and where you can access it
• How it’s different from traditional “optimization ideas” and simple chat support
• What specific questions you can ask and what kinds of answers / actions it provides
• Comparison with other AI ad tools (Analytics Advisor, AI Max, general-purpose AI, etc.)
• Its current strengths and weaknesses, and how it may evolve over the next few years

This article will be especially useful for:

• Marketers at small to mid-sized businesses, e-commerce sites, and startups who manage their own Google Ads
• Ad agency staff and freelancers who operate multiple accounts
• Marketing leaders and executives who are skeptical and wondering, “Will AI really make campaign management easier?”
• Those already using ChatGPT or Gemini for text-based analysis, but who are interested in “AI that can look inside the account and actually take action”

Let’s go through it step by step.

1. What Is Google Ads Advisor?

1-1. Overview: A “Conversational AI Agent” Embedded in Google Ads

Google Ads Advisor is a Gemini-based conversational AI agent that you can open from the icon in the upper right corner of the Google Ads interface.

If we break down Google’s official explanation, its main roles are:

• It reads your Google Ads account data and
  explains and visualizes performance in response to your questions
• It diagnoses why performance has dropped or why clicks suddenly spiked
• It suggests concrete actions to improve performance
• If you review and approve the suggestions, it can apply changes directly to your account

Google describes it as your “AI partner” and “AI optimization and action partner,” positioning it as a colleague who looks at your account and thinks things through on your behalf.

1-2. Where Is It Available? Can You Use It from Japan?

Based on the latest announcement, Ads Advisor is currently provided as follows:

• Starting December 2025
  • Rolled out globally to Google Ads accounts set to English
• An “Ads Advisor (Beta)” icon appears near the upper right in Google Ads
• For eligible accounts, clicking the icon opens a chat panel on the right side

As for Japanese UI support, Google has not yet given a specific start date. However, the help docs say it will roll out to all English accounts later this year, and historically such features tend to be extended to other languages afterward. Many experts therefore see Japanese support as only a matter of time.

2. Four Things You Can Do with Ads Advisor

Based on Google’s official blog, help docs, and various reviews, we can整理 Ads Advisor’s main features into four categories.

2-1. Performance Monitoring and Report Creation

Ads Advisor looks at the performance of campaigns, ad groups, and keywords in your account, and creates instant reports in response to your questions.

Examples from the help docs (translated into natural Japanese-style queries) look like this:

• “How did performance for my search campaigns change this week compared to last week?”
• “Which campaign is generating the most conversions from mobile this month?”
• “Which ad groups are spending a lot but generating few conversions?”

In response, Ads Advisor provides:

• A brief summary comment
• Lists or links to charts for items with the biggest changes

This can significantly reduce the need to constantly tweak filters in the Reports tab.

2-2. Diagnosing the “Why” Behind Performance Drops or Fluctuations

Another strong point is its ability to answer “why?” questions.

For example:

• “Why did clicks suddenly drop in my brand campaign?”
• “What’s causing conversions to decline for my New Year campaign compared to last week?”

For questions like these, Ads Advisor looks at potential causes such as:

• Changes to bids or budgets
• Creative/asset changes
• Competitor movements (e.g., impression share)
• Changes in search volume
• Performance changes by device or region

Then it responds with things like:

• “Bids for this keyword have been lowered, so impressions have dropped.”
• “Search demand usually declines in this period. We recommend reviewing your budget allocation.”

In other words, you get explanations plus next-step suggestions.

Of course, it’s not perfect and some diagnoses will be off, but it’s very helpful for deciding where to start looking first.

2-3. Proposals and Auto-Fixes for Campaigns, Creatives, and Keywords

One of Ads Advisor’s most obvious benefits is its ability to propose improvements and then automatically apply them.

Some representative examples:

• For Search / Performance Max:
  • New keyword ideas
  • Ad copy suggestions (headlines and descriptions)
  • Suggestions for new image or text assets
• For seasonal campaigns:
  • Promotion ideas
  • Limited-time offers and angles to highlight
• For existing campaigns:
  • Budget reallocation ideas
  • Bid strategy adjustments
  • Proposals to raise or lower bids

The crucial point is:

“You can review proposals, and if you’re happy with them, apply them directly to your account.”

For example:

• You ask, “What improvements should I make for an upcoming Mother’s Day campaign?”
  → It suggests adding sitelinks, revising creatives, adjusting budgets, etc.
  → Once approved, those changes are reflected in your account within minutes.

The changes are also tracked in the Google Ads change history, and can be reverted if necessary.

2-4. Troubleshooting Policy Violations and Delivery Issues

Another very practical feature is help with policy-related and delivery issues.

You can ask questions like:

• “Why was this ad disapproved?”
• “What should I change to get it approved?”
• “Are there any issues with account-level verification?”

In response, Ads Advisor will:

• Quote and explain relevant Google Ads policies
• Highlight the most likely causes of disapproval
• Propose fixes such as adjusting URLs or ad text
• In some cases, automatically perform certain fixes (like URL corrections) to help move toward approval

When your ads are paused and you’re about to dig through help docs or contact support,
a very realistic workflow is to ask Ads Advisor first.

3. How Do You Use It? Basic Operations and Sample Questions

To make it easier to imagine real-world usage, let’s get a bit more concrete.

3-1. How to Access It

According to the official Google Ads help, the steps to access Ads Advisor (Beta) are:

1. Log in to your Google Ads account
2. Click the “Ads Advisor (Beta)” icon in the upper-right area of the screen
3. A chat-style panel appears on the right
4. Type your question into the text box and hit send

A few things to keep in mind:

• The icon only appears for eligible accounts (rollout in progress)
• Some queries may take a bit of time to process
• If image generation is involved, creatives will be generated from your landing page or via Google AI
• If responses are inaccurate, you can send feedback with 👍 / 👎

3-2. Sample Questions That Are Useful in Practice

Here are some query examples (based on official docs and media demos, rephrased into natural Japanese-style requests):

Performance Check

• “Tell me how conversions this week changed compared to last week.”
• “Which campaign is generating the most purchases on mobile this month?”
• “Show me keywords with high spend but poor conversion rate.”

Diagnosis

• “Why have clicks dropped for my brand search campaign?”
• “Why has CPA for my Performance Max campaign gone up since last month?”
• “Why did yesterday’s performance drop for my Black Friday campaign?”

Improvement Suggestions

• “How should I improve this campaign for next month’s sale?”
• “Give me new keyword ideas for this product category.”
• “Suggest several headline and description combinations that match this landing page.”

Policy / Troubleshooting

• “Tell me why this ad was disapproved.”
• “Where should I fix things to resolve the disapproval?”
• “If there’s an issue with account verification, what should I do?”

It requires an English UI for now,
but the questions themselves can be written quite naturally in plain language,
so it should be relatively easy to adopt in real-world workflows.

4. Comparison with Other AI Ad Tools

Next, let’s整理 where Ads Advisor sits in relation to other AI tools.

4-1. How It Differs from Traditional “Optimization Ideas” and AI Features

Google Ads has long had AI-driven features like:

• Automated bidding (Smart Bidding)
• Performance Max campaigns
• Automatically generated assets (text & images)
• The “Recommendations” tab

Compared to these, Ads Advisor differs in several key ways:

• Traditional features:
  • Predefined recommendations and insights are pushed one-way
  • Users can only choose to apply or ignore them
• Ads Advisor:
  • You can interact in a conversational format
  • You can dig deeper by asking, “Why did you come to that conclusion?”
  • It can provide more personalized suggestions based on conversation context
  • You can give fine-grained instructions, such as “apply only this suggestion,” during the conversation

So even though it’s still “AI,”
the experience is upgraded from “one-way recommendations” to “two-way dialogue plus action.”

4-2. Relationship to Analytics Advisor and AI Max

Alongside Ads Advisor, Google also announced Analytics Advisor.

• Analytics Advisor
  • A conversational AI that runs inside GA4 (Google Analytics 4)
  • It explains things like “overall site trends” and “reasons for traffic spikes on specific dates,” often with charts
  • It can also return action ideas, such as “which audiences to re-engage based on this data”

There is also a separate feature called AI Max for search campaigns,
a beta feature that lets you “apply Google AI–powered settings to existing search campaigns with one click.”

Putting this together:

• Analytics Advisor:
  • AI assistant on the measurement and analysis side
• Ads Advisor:
  • AI assistant on the ad operations side
• AI Max / Performance Max:
  • The actual campaign mechanisms that deliver ads

In the future, these are likely to work together so that AI runs the loop of “measurement → analysis → improvement → delivery” more autonomously.

4-3. Difference from ChatGPT and Other General-Purpose AI Tools

With general-purpose AI tools like ChatGPT or the Gemini app, you can already:

• Import CSV files or reports for analysis
• Ask for campaign ideas or ad copy suggestions

Compared to that, Ads Advisor’s distinct advantage is that it’s natively integrated with your Google Ads account.

• You don’t need to export data to an external tool; it can directly reference account data
• You can apply proposals to your account on the spot
• Operation logs and change history are all centrally managed within Google Ads

On the other hand, general-purpose AI often excels at:

• Writing more nuanced copy in Japanese or other languages
• Generating marketing concepts and creative angles
• Brainstorming ideas for other channels (Meta ads, email, landing pages, etc.)

So the realistic approach is to “split responsibilities” between Ads Advisor and general-purpose AI.

5. Strengths and Weaknesses: Is It Still Too Risky to “Fully Delegate”?

5-1. Reviews: “Promising, but Still Intern Level”

Search Engine Land, a specialist search marketing outlet, published a review after testing Ads Advisor for 24 hours.

Highlights from that review:

• Positives:
  • It doesn’t just parrot Google’s canned recommendations;
    in some cases, it suggests practices closer to what practitioners want, like
    “you might want to turn off search partners or the Display Network.”
  • It also addresses surrounding actions like improving product titles, not just changes inside Google Ads.
• Issues and shortcomings:
  • Some interface names were outdated, and in some cases it misdiagnosed the causes of performance declines.
  • Despite calling itself an “agent,” at the time of testing
    it sometimes couldn’t directly change campaigns and instead only described steps.

Overall, the reviewer summed it up as:
“Like an intern who just passed their Google Ads certification.”

In other words:

It’s promising, but for now you shouldn’t let it run campaigns without human oversight.

5-2. Google Itself Acknowledges “Limits to Accuracy”

In its help documentation, Google notes the following caveats for Ads Advisor:

• In some scenarios, it may produce inaccurate or low-relevance responses
• You are responsible for reviewing suggestions before applying them
• Feedback on responses (👍 / 👎) will be used to improve the product

So Google is explicit that:

Ads Advisor is a tool to support decision-making,
and the final decisions remain the user’s responsibility.

5-3. What Japanese Advertisers Should Watch Out For

For Japanese advertisers and agencies in particular, it’s safer to use Ads Advisor with the following mindset:

• In the early phases, treat it primarily as a tool for
  “questions + interpretation + directional checks.”
  (You, not the AI, should make the final calls on budgets and bids.)
• For critical campaigns (major sales, new product launches),
  always validate Ads Advisor’s suggestions against actual reports and metrics before applying them.
• As a company, decide—even in a simple way—on rules like:
  • “Who is allowed to use Ads Advisor to make which kinds of changes?”
  • “Which level of change requires a supervisor’s approval?”

In multi-person teams working on a single account, it quickly gets confusing if you don’t know whether a change was made by AI or a human.
So it’s important to regularly review the change history and establish clear team rules.

6. Concrete Use Cases and Impact on Japanese Businesses

Let’s visualize which types of companies can benefit and how.

6-1. In-House Operations at Small to Mid-Sized Businesses

Ads Advisor seems particularly well suited for companies that:

• Don’t have a dedicated in-house ad specialist
• Have owners or marketers who manage ads while juggling other responsibilities
• Don’t have the budget for an agency but want better performance

In such cases, it’s realistic to:

• Once a week (or every few days), ask Ads Advisor things like:
  • “What’s the single most important improvement point this week?”
  • “Which keywords are not converting?”
• Start applying low-risk suggestions gradually

Even this relatively simple routine should perform far better than “leaving campaigns on autopilot without looking at them.”

6-2. Agencies and Freelance Media Buyers

For agencies and freelancers managing multiple accounts, Ads Advisor can serve as:

• A tool to automate daily health checks
• A training aid for junior staff

For example:

• Every Monday morning, for key clients, ask Ads Advisor:
  “Which campaigns need attention this week?”
• Have junior team members review Ads Advisor’s explanations and
  think through “why this performance change is risky” and “how we should fix it.”

Of course, you shouldn’t blindly accept its suggestions.
But if it helps prioritize what to look at first, that alone has a lot of value.

6-3. Large Enterprises and Brand Advertisers

For large advertisers with big accounts, Ads Advisor could be valuable as:

• A way to streamline frontline analysis and reporting
• A common assistant for local teams across countries and brands

For instance:

• Local digital marketing teams in each country could ask Analytics Advisor and Ads Advisor questions in their own language and
  quickly generate reports in a common format.
• The global HQ marketing team could use natural language queries to get a high-level overview of which regions are doing well, and then conduct deeper analysis as needed.

Used this way, Ads Advisor becomes a tool that accelerates the early stages of analysis.

7. Future Outlook: How Far Will Automation Go?

Finally, based on public information and industry trends,
let’s speculate a bit about where Ads Advisor is heading (note: this section includes educated guesses).

7-1. From “Conversation + Reports” to a Fully-Fledged Agent

In its official blog, Google refers to Ads Advisor and Analytics Advisor as
“agentic tools” and says it will keep rolling out new features into 2026.

Plausible directions include:

• Not just suggesting changes, but introducing a mode that
  automatically executes actions within predefined rules
• Letting Ads Advisor use insights and audiences found by Analytics Advisor
  to restructure campaigns on the fly
• Tying into seasonal and event calendars to provide proactive suggestions, like
  “You should prepare this tactic for next month.”

7-2. How Will It Connect with Other Channels and Platforms?

Right now, Ads Advisor focuses purely on Google Ads.
However, given developments such as:

• Expansion of ads into AI Mode in Search
• Plans to integrate ads into Gemini experiences

it’s highly likely that, down the line, we’ll see:

• Search
• YouTube
• Display
• AI Mode / Gemini ad inventory

managed together by a single AI agent that plans across all these surfaces.

At that point:

• Meta’s Advantage+
• Various AI-powered DSPs
• Third-party marketing AI tools

will all be competing and/or integrating with Google’s stack,
and ad operations may become a design game of “how to orchestrate multiple AIs together.”

7-3. How Will Human Roles Change?

As “agentic AI” like Ads Advisor becomes more common,
the role of human operators and marketers will slowly shift.

• More of the daily tweaks and simple report generation
  will be tasks you can safely hand off to AI.
• On the other hand, the importance of strategic decisions will increase, such as:
  • Which metrics should we prioritize?
  • What is acceptable or unacceptable for our brand?
  • How much should we rely on each channel and platform?

Seen in this light, Ads Advisor is not an AI that “takes away operators’ jobs”,
but more an AI that pushes operators upward into the work that truly requires humans.

8. Summary: How to Work with Google Ads Advisor

Let’s wrap up the main points:

• Google Ads Advisor is a Gemini-based conversational AI assistant that runs inside the Google Ads UI.

• It helps with performance monitoring, root-cause diagnosis, optimization suggestions,
  and troubleshooting policy violations—all via natural-language conversation.

• It has been rolling out globally to English-language accounts since December 2025 and can be accessed via the “Ads Advisor (Beta)” icon in the upper-right corner.

• Compared to traditional “Recommendations” and general-purpose AI, it:

  • Is natively integrated with Google Ads accounts
  • Allows deep-dive questions and instructions in a conversational way
  • Can apply suggestions directly to campaigns

• However, at this stage:

  • There are reports of misdiagnoses and references to outdated UI labels
  • Google clearly states that final responsibility for decisions lies with the user

So for the foreseeable future, the most realistic way to use it is:

“Ask Ads Advisor for an initial read on the situation,”
then “review its suggestions yourself and only adopt the parts that make sense.”

When full Japanese UI support arrives,
it will be a good time to review:

• Internal rules
• Permission boundaries
• How to incorporate its insights into reporting

Do that, and you’ll be in a strong position as a team that’s ready for AI-era campaign management.

References (English)

• Google Official Blog: Google’s AI advisors: agentic tools to drive impact and insights
• Google Ads Help: Ads Advisor (beta)
• The Keyword: Google launches ‘Ads Advisor’ to generate campaign ideas and assets
• Vaizle: Google Ads Advisor & Analytics Advisor: What’s New for Marketers?
• Social Media Today: Google Adds AI-Powered Guidance for Ads and Analytics
• Search Engine Land: Google’s new “Ads Advisor” AI is put to the test
• Optimize Smart: GA4 Analytics Advisor & Ads Advisor for Google Ads
• Google Ads Help Center (beta features / AI Max articles)
• ITbrief: Google unveils AI tools for smarter ads & analytics insights