AI and agentic tools across Google Ads and Analytics can shorten account analysis, but faster recommendations are not evidence of better bidding decisions. This week, audit the conversion events informing those recommendations, namely PII capture and qualified leads, before accepting changes that could move CPA.
Analysis by Ryan Sappington, founder of Scaled Advertising, a paid media agency for B2C big-ticket lead generation across Google Ads, Microsoft Ads, and Meta.
What was published
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Changes like this show up in cost per qualified lead before they show up in the interface. Audit the affected campaigns this week: search terms, conversion actions tied to real PII capture, ad relevance, and landing page speed. Then decide whether spend can scale rather than assuming it can. We do exactly that work for clients as part of our paid media management.
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