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AI is transforming nearly every industry, and Google Ads is no exception. The rise of automation has sparked debates about whether Google Ads specialists and agencies will still be relevant in the future.
Rather than speculating, I’ve spent time testing tools, analysing trends, and considering how the role of a Google Ads specialist is evolving. The reality is this: Google Ads specialists will still exist, but they will operate very differently.
To ensure your role as a Google Ads freelancer or agency remains relevant in 2030 and beyond, here are the three key areas you need to focus on in 2025.
1. Understand the Changing Nature of Search
Google Ads is evolving because search behaviour is changing. More users are adopting AI-driven tools like ChatGPT, meaning traditional search is declining. This shift is in its early stages, but it’s already impacting digital marketing.
Additionally, Google Search itself is becoming more conversational with the rollout of Gemini AI, changing how users interact with results.
This is why Google has been adjusting its ecosystem by:
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Modifying keyword match types
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Introducing new campaign types like Performance Max (PMAX) & Demand Gen
For years, the strategy for Google Ads success was simple: target high-intent searches with strong ads and landing pages. But now, a full-funnel approach is essential—engaging users before they even reach high-intent search queries.
Advertisers who rely only on high-intent targeting will struggle as competition drives CPCs higher. The brands that win will be those that nurture leads across multiple touchpoints.
I cover my full strategy for tackling this shift in another video—stay tuned for details at the end.
2. Conduct Workflow Audits and Automate Strategically
Automation isn’t just an option—it’s a necessity. As client lists grow, the traditional approach was:
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Hiring more team members to manage campaigns
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Expanding agencies to handle the workload
Now, the first question should be:
What AI tools can I use to increase my capacity or my team’s capacity?
A key takeaway from a recent Lex Fridman podcast was:
Domain Expertise Enhances AI Effectiveness
Becoming a domain expert allows you to use AI tools more effectively, applying them in ways that optimise campaigns rather than just following generic automation suggestions.
AI is only as powerful as the person guiding it. Those who truly understand Google Ads can harness AI to enhance performance, rather than blindly trusting automation.
Human Oversight is Crucial
AI can analyse patterns, but it lacks intuition, cultural awareness, and real-world experience—the human elements that drive successful advertising.
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AI doesn’t understand human emotions or motivations.
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It can’t replace strategic decision-making.
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The best-performing Google Ads campaigns still come from marketers who deeply understand their audience.
This is why regular workflow audits (twice per year) are crucial—identify which tasks can be automated and where human expertise adds the most value.
3. Rework Your Value Proposition
If your Google Ads service pitch still revolves around:
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Adding negative keywords
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Reviewing placements
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Writing ad copy
Your role is at risk.
The future of Google Ads specialists lies in a different skill set:
Deep business understanding – Knowing how a business operates, not just how Google Ads works.
Performance analysis – Quickly identifying why an account is underperforming and how to fix it.
Strategic guidance – Helping businesses structure their marketing, not just their ad campaigns.
Success with Google Ads in the coming years will depend on understanding both business operations and ad performance. Specialists who can bridge this gap will remain in demand.
Final Thoughts
The role of a Google Ads specialist isn’t disappearing—it’s evolving.
To stay ahead, focus on:
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Adapting to changes in search behaviour
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Leveraging AI effectively while maintaining human oversight
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Shifting your value proposition from ad execution to strategic partnership
The businesses that thrive in the next decade will be those that embrace these shifts now.
Have a great week,
Aaron
- Monday 3rd March, 8pm AEST: The Future Of Google Ads Specialists
- Wednesday 5th March, 8pm AEST: Interview With Casey Gill where we discuss Google Ads & CRO
Head Over To My YouTube Channel 👇
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[LIVE MASTERCLASS + Q&A]
Offline Conversion Tracking for Google Ads with Johan Carlberger đź’»
Thursday, March 6th, 2025, 12:00 AM (AEST)
Wedesday, 5th March, 2025 2:00 PM (GMT)
Wednesday, 5th March, 2025, 6:00 AM (PST)
