If the last 12 months have felt fast paced & full of changes to Google Ads, get ready. The evolution of Google Ads is only going to continue in 2026.

And as I have said repeatedly over the past 18 months, the changes in Google Ads are happening because the way people are searching or using Google Search is changing.

The Big Shifts in Google Ads Over the Past Year

1. Search Isn’t Dead, But It Has Changed Significantly

Despite the noise, Google Search is still alive. But user behavior has shifted because of AI tools and changes in how results are displayed.

• Click‑through rates have dropped as AI Overviews reduce how often people click both paid and organic listings.

• CPCs are rising across the board, so the competition for remaining clicks is tougher.

• New ad placements now appear inside AI Overviews and AI Mode, but these only work if you're running Broad Match, Performance Max or AI Max targeting.

2. AI Now Sits at the Center of Everything

AI is no longer an optional layer. It drives bidding, creative, and targeting across campaign types.

• Smart Bidding and Performance Max are now core to Google’s strategy. 

• Campaigns are no longer just keyword-driven. Instead, audience signals, behavioral data and creative assets are doing more of the heavy lifting.

• Additional to Keyword-only campaigns you also need to use audience/content focussed campaigns. (Demand Gen & YouTube)

3. Google Ads Is Not Just About Keywords

The platform has shifted and new campaign types like Demand Gen are moving closer towards a more Meta-style experience, where:

• Campaign performance is increasingly driven by audience signals instead of search intent alone.

• Creative assets matter more, especially video.

• Demand Gen campaigns are now becoming more important.

4. Full Funnel Campaign Strategies Are Essential

The most successful accounts now combine multiple campaign types in a structured funnel that:

• Begins with conversion focused campaigns

• Adds Performance Max, remarketing and Demand Gen

• Uses YouTube and Display for awareness and cold audience reach

This layered approach mirrors how people research and buy in 2026.

What You Need to Focus on for Success in 2026

1. Don’t Rely Solely on Search

Search is still useful, but it cannot carry your entire strategy anymore.

✔ Add Performance Max campaigns (when ready buy earlier than before)
✔ Leverage Demand Gen and YouTube for upper funnel exposure
✔ Build out creative assets for Image and Video campaigns

2. Use AI the Right Way

AI can’t fix a broken campaign. But it can help scale a strong one.

✔ Give Google clean conversion data
✔ Use Smart Bidding and Broad Match with proper exclusions (and the right conversion data)
✔ Build out creative assets intentionally so Google’s AI can work better

3. Invest in Creative

Text ads are not enough. Visuals and storytelling win attention.

✔ High quality video
✔ Strong product imagery
✔ Messaging that educates or entertains before selling

4. Keep Optimising the Fundamentals

Automation doesn't replace the basics.

✔ Account structure still matters
✔ Accurate conversion tracking, including offline events
✔ Keyword/Product segmentation
✔ Smart bidding that reflects real goals

5. Track More Than Just Clicks

Clicks are down, especially in search. You need to track the entire journey.

✔ View Through conversions
✔ Brand lift
✔ CRM connected conversions

My Final Thoughts

Google Ads isn’t broken. Search isn’t dying. But your strategy has to adapt.

The best results will come from advertisers who:

• Feed clean, accurate data into campaigns

• Use multiple campaign types across the full funnel

• Let AI focus what it’s good at

• Use a Campaign Structure that best aligns with their business

2026 is not about shortcuts. It’s about using all the tools in the right order and letting each campaign do the job it was built for.