29/05/2026
Don't give Google the keys.
The default in most Google Ads accounts is to let the platform generate ad copy on your behalf. Every new asset Google can spin up, it will. Every new search term it can match to, it does.
With AI Max rolling out in September, that gets broader, faster, and a lot harder to spot when something is off.
You can still review and approve every new ad. We do it as a matter of course for every client account. It's a small piece of friction. It saves a lot of money.
Why this matters more than usual right now: https://vist.ly/55y7i