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Tag: Automation

Unveiling Performance Max for B2B in 2026: A New Era

I’ve learned over the years that Google doesn’t prioritize B2B marketers when developing new products. The focus initially lies with DTC and B2C brands, as they account for the largest budgets and transaction volume.

This pattern has repeated itself time and again in my advertising career. We saw this with responsive search ads and dynamic search ads. Performance Max follows this well-trodden path.

Back in the day, I would have firmly advised B2B companies against using Performance Max. However, in 2026, the scenario has changed significantly.

Not every B2B advertiser will benefit from Performance Max, nor should they. Here, I’ll explore who could benefit and who might be better off exploring other avenues. Testing new strategies is crucial if we’re to see meaningful changes in our results.

PMax 101 for B2Bs

If you’re reading this, I suspect you fall into one of three categories: Performance Max either isn’t working for you, you haven’t tried it, or you’re seeking improvements.

Let’s clarify a key point: Performance Max is a goal-based campaign model. It allows advertisers access to Google’s entire ad inventory through a single campaign. This includes YouTube, Display, Search, Discover, Gmail, and Maps, and we’re beginning to see ads in AI Overviews too.

If your industry already features ads in AI Overviews, you should seriously consider putting Performance Max on your radar.

Dig deeper: Top Performance Max optimization tips for 2026

Although encountering ads across Google’s network might seem daunting, especially if you’re working without a shopping feed, it’s no cause for concern. It’s a significant advantage, allowing us to reach individuals within the buying group who wouldn’t usually engage via traditional search.

Nurturing prospects through complex, lengthy sales processes is one area where Performance Max particularly shines for B2B marketers. Given that B2B decisions often involve multiple stakeholders over extended periods, a sustained advertising presence can be transformative.

What needs to be in place before testing Performance Max

Several prerequisites are necessary before diving into Performance Max. Importantly, you’re targeting signals, not keywords, and this distinction is crucial.

To set up successfully, you’ll need to connect your data source—such as Salesforce or your preferred CRM—and link it to meaningful online events, like qualified lead submissions or appointments booked.

Set your bid strategy to maximize conversions or target CPA, as Performance Max focuses on optimizing around outcomes rather than mere traffic.

Providing a customer list can further help the system identify and model similar characteristics, utilizing first-party data for better performance than website remarketing audiences alone.

Dig deeper: Why B2B brands are shifting from keywords to Performance Max

When PMax is not the right fit

Performance Max isn’t a blanket solution. If your B2B strategy depends on a limited, highly controlled target list, this may not be your best option.

Account-based marketing often yields better results with manual control when dealing with a few hundred named accounts.

The suitability of your market is another factor. A large addressable market is ideal, as targeting niche groups like private equity firms may not be as effective, with too little data for Performance Max to scale efficiently.

Additionally, if conversion actions are vague or poorly aligned with revenue, Performance Max may struggle to recognize what success looks like, leading to disappointing results.

Finally, if your organization is resistant to automation or frequently intervenes with adjustments, you may find Performance Max frustrating and destabilizing.

Dig deeper: How to optimize B2B PPC spend when budgets and confidence are low

What Performance Max can and can’t do for B2B

Performance Max isn’t a one-size-fits-all answer for B2B advertising, yet it’s now a viable option for many organizations when previously it wasn’t.

With the right elements—like strong conversion signals, a large market, and a willingness to let automation take the reins—it can significantly support long and intricate buying cycles.

It’s crucial to be honest about your data, your audience, and your organization’s readiness for automation. Without these, Performance Max can falter.

When conditions are conducive, it complements existing strategies by both capturing and generating demand effectively.

Success in B2B advertising isn’t about chasing the latest trend; it’s about thorough testing, relevant measurement, and discerning where and when a tool is appropriate.

Inspired by this post on Search Engine Land.

January 26, 2026
Agentic AI: Transforming PPC with Smart Automation

I’ve watched automation quietly transform PPC management over the years with rules, scripts, and API-driven workflows in Google Ads.

Like many other marketers, I’m already very comfortable with automated bidding, data-driven optimization, and a suite of other AI-powered enhancements. But there’s a new shift on the horizon that’s set to redefine how we manage and optimize PPC campaigns.

This time, I’m talking about AI agents and vibe coding. These innovations are ushering in a more autonomous mode of working where AI takes the lead in execution, allowing marketers like me to focus on strategy and creativity.

This evolution promises unprecedented efficiency and flexibility, redefining effective PPC management.

Agentic AI: Google Ads’ Game-Changing Feature

In November 2025, Google rolled out its Agentic Ads Advisor, powered by advanced Gemini models. This tool helps advertisers like me uncover insights and boost campaign performance effortlessly.

Google positions Ads Advisor as an AI partner that enhances campaign management by understanding business contexts, simplifying tasks, and learning from interactions to deliver better outcomes.

However, the pressing question remains: What functionalities should an agentic AI tool embody?

It should function as an autonomous agent, surfacing information as needed but also operating independently. It should identify opportunities for enhancing campaign setups, assets, ad copy, and more.

An ideal agentic AI wouldn’t just make recommendations but also implement essential changes on its own.

Integrating Agentic AI in PPC Workflows

Agentic AI should ideally make decisions autonomously without needing constant human input, thereby managing, adjusting, and optimizing campaigns as they run.

Beyond just advice or reporting, its real value lies in managing bidding, ad placements, and creative testing in real-time, based on live data, seasonality, and user behavior trends.

With agentic AI handling more operational tasks, I can direct my efforts toward strategic decision-making.

The competitive edge will increasingly rely on strategy rather than tools, focusing on marketing fundamentals like positioning, value propositions, and brand awareness.

Read more: Agentic PPC: What Performance Marketing Could Look Like in 2030

Why Agentic AI is Key for Advanced PPC Marketers

Agentic AI appeals to experienced PPC marketers like myself because it scales campaigns without compromising strategic control, proving to be a true game-changer.

With real-time optimization, data-driven creativity, and reduced human error, it redefines my role by allowing more time for strategy rather than execution.

Despite its capabilities, informed oversight is essential to ensure alignment with broader marketing objectives, highlighting the need for ongoing professional engagement.

Agentic AI isn’t replacing PPC professionals. Instead, it extends our capabilities, reduces manual effort, and facilitates better outcomes with minimal friction.

Vibe Coding: Creating Your Marketing Toolbox

In tandem with agentic AI, vibe coding is redefining how I work with AI-powered platforms, allowing me to create personalized, intuitive marketing tools and campaigns.

Tools like Cursor and AI Studio have enabled me to articulate and realize specific needs seamlessly, even without being a developer.

Incorporating vibe coding led me to build an SEO schema markup generator, an SEO audit tool, and a marketing idea generator, proving its practical value in my professional life.

The possibilities expand when combining vibe coding with agentic AI, empowering marketers to engineer their AI agents tailored for PPC work.

With this combination, I integrated these tools effectively within my marketing workflows, enhancing performance and strategy development at scale.

Explore further: How Vibe Coding is Changing Search Marketing Workflows

The Future: Navigating PPC with Agentic AI and Vibe Coding

Agentic AI and vibe coding present immense opportunities to streamline PPC operations, enhance performance, and maintain competitiveness in a fast-evolving landscape.

The future is about leveraging these technologies for more autonomous, data-driven, and personalized marketing strategies that benefit both internal teams and customers alike.

As a PPC professional, it is crucial to embrace these advancements, ensuring adaptability and continued relevance in an AI-powered future.

Follow experts like Alfred Simon, Mike Rhodes, and Ales Sturala to see practical applications of these innovative technologies in real-world scenarios.

Inspired by this post on Search Engine Land.

January 23, 2026
Embrace the Future: Positionless Marketing Transforms Strategy

In these unpredictable times, I’ve realized something important: it’s not talent but structure that often hinders our marketing performance. Positionless Marketing helps us overcome these constraints.
Five days can now be condensed into five minutes, and six weeks into just six days. This isn’t about small improvements; it’s about enabling our marketing teams to move at the speed of customer behavior by dismantling outdated structural barriers.
I’ve discovered that Peter Drucker’s insights, particularly from his work “Managing in Turbulent Times,” resonate deeply with this idea. He cautioned against using “yesterday’s logic” in our ever-changing world, and I see this happening in marketing all too often.
Markets are continuously shifting, and customer behaviors are changing in real time. Yet, many marketing groups are still stuck in old structures meant for slower eras, leading to missed opportunities.
Understanding Structure: The Barrier to Performance
Drucker emphasized that an organization’s structure is more impactful than individual talent. Even the smartest individuals will underperform if trapped in the wrong system.
Consider a global gaming operator I worked with. They required seven teams and six weeks just to launch a single campaign. The Global Head of Customer Marketing noted, “We needed seven teams and six weeks to send a single campaign.”
This wasn’t a problem of skills. The issue lay in fragmentation: insights were with analysts, creatives with designers, and execution depended on engineers. This led to delays and lost opportunities. Drucker saw this and advocated for breaking down barriers to give knowledge workers clarity and freedom.
From Knowledge to Real-Time Execution
In a leading U.S. iGaming firm, campaign execution once took five days. But in our real-time world, where customer actions shift instantly, five days is far too long. By streamlining processes to reduce handoffs, we cut execution time to just five minutes.
This aligns with Drucker’s belief in empowering those closest to the action to make decisions swiftly and effectively. Positionless Marketing allows us to move from insight directly to action, faster than ever before.
The results speak for themselves—better-targeted spending on the right customers and decisively enhanced outcomes.
Shifting from Task Focus to Outcome-Driven Marketing
Drucker’s concept of “management by objectives” introduced an outcome-focused mindset. Unfortunately, marketing had drifted back into task-focused operations over time. With Positionless Marketing, a global gaming operator transformed its campaign process from six weeks to mere hours.
This change ensured accountability. Previously shared responsibility made no one truly accountable. Now, a single marketer manages the entire campaign, ensuring precision and ownership, driving not just tasks but tangible responses.
Real-World Transformation: Speed Meets Effectiveness
Across industries, adopting Positionless Marketing principles yields incredible results: execution cycles plummet from days to minutes, and planning shrinks from weeks to hours, all while enhancing personalization and relevance.
These aren’t just tech advancements; they stem from restructuring processes. We’ve transitioned from dependency on hierarchical systems to empowered, outcome-focused teams.
Technology Enhance Judgment, Not Replace It
Drucker believed in technology as a means to enhance human decision-making, not replace judgment. Successful Positionless Marketing exemplifies this: AI aids prediction while automation removes friction, yet decisions remain human-centric.
With comprehensive access to data and tools, marketers act promptly without waiting on cross-functional approvals, making Positionless Marketing a vehicle for immediate, improved decision-making.
The Evolution Drucker Advocated For
While Drucker envisioned nimble, autonomous organizations, he could not foresee today’s always-on customer engagement. In this reality, execution lag wastes potential, and structure without flexibility is risky.
Positionless Marketing embodies Drucker’s philosophy, offering immediate information access and authority to act, transitioning from assembly-line operations to self-reliant marketing processes.
From Thought to Action
What Drucker defined for effective knowledge work, Positionless Marketing puts into fast-paced practice. It transforms waiting into swift action, cumbersome handoffs into clear ownership, and process-centric work into real-time relevance. The pivotal question is: will marketing teams evolve before their competitors do?
Today’s knowledge worker isn’t merely informed—they’re finally empowered to act decisively, embodying Positionless freedom.
To explore more on this topic, dive into this case study and this example.

Inspired by this post on Search Engine Land.

January 19, 2026
Streamline Your Google Ads: Account-Level Exclusions Unveiled
Recently, I discovered an exciting update from Google Ads that could really simplify how I manage my campaigns. They’ve introduced account-level placement exclusions, making it possible to block unwanted inventory from a single, centralized location.

What’s new? Now, I can apply one exclusion list at the account level. This efficiency extends across Performance Max, Demand Gen, YouTube, and Display campaigns. Before this, blocking had to be done at each ad group or campaign level separately.

How does it work? Once I’ve excluded certain placements at the account level, Google Ads ensures that spending is prevented on those websites, apps, or YouTube placements across all eligible campaigns.

Why is this important? Previously, placement control was a fragmented and tedious process prone to errors, especially for large accounts. With this update, brand safety is now more straightforward and efficient on a larger scale.

The big picture. As Google shifts towards more automation-heavy formats like Performance Max, this change answers the demand from advertisers for stronger, more streamlined control measures without disrupting automation advantages.

Between the lines. This update allows me to:
- Reduce exposure to low-quality or irrelevant inventory
- Enforce brand-safety standards consistently
- Save time managing exclusions across complex accounts
What to watch. I need to review and carefully consolidate existing exclusion lists, as applying a single account-level block too broadly might unintentionally limit my reach.

First seen. This savvy update was first highlighted by Google Ads Campaigns Specialist Aleksejus Podpruginas on LinkedIn.

Bottom line. Google’s updates make controlling ad placements easier, tweaking the interface just enough to significantly enhance efficiency and maintain brand safety.

Inspired by this post on Search Engine Land.
January 15, 2026
Microsoft Enhances PMax with New Goals and Insights

As an advertiser, I’ve recently noticed that Microsoft Advertising is kicking off 2026 with a fresh batch of updates tailored for search-centric marketers. These updates offer me better control, clearer insights, and more streamlined campaign management across their platform.

Driving the news. In their latest product update, Microsoft has rolled out enhanced Performance Max features, broadened audience targeting options, improved Google import processes, and automated more creative aspects of search ads.

The big picture. Performance Max remains at the heart of these changes. There’s a new customer acquisition goal available in open beta that lets me prioritize new customers or exclusively target them in PMax campaigns geared towards purchase goals. Additionally, I can allocate higher conversion values to new customers, which aids the system in optimizing for long-term growth over short-term revenue.

Alongside these goals, Microsoft has also expanded transparency and controls within PMax. They now offer share of voice metrics, including impression share and losses due to budget or rank, giving me a better understanding of competitiveness in Search and Shopping placements. Plus, asset group-level URL options and tracking templates allow for more granular measurement without needing to reorganize campaigns.

What’s changing under the hood. The process for importing from Google has become more seamless. PMax campaigns now support up to 50 search themes, and asset group imports have become more flexible, meaning that non-eligible images or auto-generated logos won’t block the rest of the asset group from being imported.

Beyond PMax, I’m excited that Content Targeting for Audience ads is now generally available. I can target specific Microsoft-owned placements like MSN and Outlook, or align ads with content categories such as Finance or Travel. A new reporting view also shows where ads actually appear, aiding in refining contextual strategies.

Why we care. These updates furnish me with greater command over how automation propels growth, especially in acquiring new customers. New customer acquisition goals and additional visibility in Performance Max make optimizing for long-term value easier rather than focusing solely on immediate conversions. With smoother imports and smarter creative automation, these advancements allow advertisers like me to enhance performance without giving up visibility or control.

On creative automation. Autogenerated assets are now being rolled out as a default setting for newly created Responsive Search Ads worldwide, excluding China and South Korea. Microsoft reports that advertisers using these assets witness around a 5% increase in CTR, as the system dynamically generates and tests more headlines and descriptions based on website content. Sensitive verticals remain opt-in only, leaving existing RSAs unaffected.

The bottom line. Microsoft Advertising’s January updates aim to make automation more user-friendly, quantifiable, and advertiser-friendly, particularly for those of us managing Performance Max across multiple platforms.

Inspired by this post on Search Engine Land.

January 15, 2026
Google’s New Campaign Setup: Faster and More Efficient

I recently discovered that Google Ads is experimenting with a quicker way for new advertisers like me to get up and running. This advancement promises a seamless account setup experience by integrating pre-built campaigns.

Driving the news. Over the past few weeks, there’s been a buzz about a new setup option in Google Ads called “Create an account with campaign for faster setup.” It caught my attention when I saw others, including Anthony Higman, mention it on X. It seems to be a recent addition.

Why we care. Account setup has always been a potential roadblock for new advertisers like me. By offering a bundled account creation with a ready-to-go campaign, Google could significantly shorten the time it takes to launch, reducing the risk of stalling before I’m fully onboarded.

The big picture. Google aims to make onboarding simpler and quicker, pushing for more automated and pre-configured settings. This latest test highlights Google’s commitment to convenience and efficiency, which is exciting for someone looking to dive into advertising without the complexities of manual setup.

Between the lines. While this faster setup could be a huge help for advertisers just starting out, it might also limit my initial control over campaign structure and settings, particularly if I’m not yet familiar with Google’s automated recommendations.

What to watch. Google hasn’t officially announced this feature, indicating it could still be in a testing phase or gradually rolling out. I’m eager to see if Google decides to expand this feature based on its success in improving user activation and expenditure.

The bottom line. Google’s move to expedite advertisers’ journey to going live underscores a shifting priority towards speed, albeit with less emphasis on early-stage decision-making nuance.

Inspired by this post on Search Engine Land.

January 14, 2026
Uncovering Hidden Google Ads Settings That Could Alter Your Branding

I recently stumbled upon a not-so-obvious setting in Google Ads that might allow Google to insert unapproved images into location-based ads. This could be a headache for maintaining consistent brand visuals.

Here’s what’s happening: In the Shared Library under the Location Manager, there’s a setting called “Google Owned Location Data.” If active, Google can use imagery from its database, adding them to ads linked to your business locations without your direct approval.

Why it matters: While Google might promote this feature as a means to enhance performance, it risks introducing unwanted creative elements that haven’t been vetted—posing a challenge for advertisers who prioritize strict brand standards.

The broader context: Google Ads is increasingly automating creative aspects, extending its control beyond bid and targeting strategies. This change moves decision-making about visuals significantly into Google’s hands, particularly for those utilizing location extensions.

Implications: For brands with stringent creative rules, industries subject to regulation, or franchise operations, such settings can lead to mismatches or compliance issues, often without any warning.

Action steps: If you’re concerned about maintaining creative oversight, I recommend auditing the settings in the Location Manager within the Shared Library to see if “Google Owned Location Data” is enabled.

Discovery: Paid Media Analyst Conor Crummey first noticed this update and shared his findings on LinkedIn.

In summary: This is a subtle yet significant update from Google Ads for those who value controlling their creative output. Take the time to check your settings before unapproved content makes an unwelcome appearance in your ad campaigns.

Inspired by this post on Search Engine Land.

January 14, 2026
Master PPC Success in the AI Era: 10 Essential Strategies

Navigating a shaky economy and the rise of AI tools transforming entry-level jobs, my career in marketing sometimes feels precarious.

Yet, there’s hope for those ready to seek it.

As a marketer, embracing adaptability, critical thinking, and thoughtful AI integration means I can streamline workflows, refine strategies, and invest time in impactful initiatives.

This AI era is still unfolding, but over a decade as a marketing leader has highlighted enduring patterns.

Within my teams and our partnerships, certain PPC experts are better prepared to thrive as AI reshapes our roles.

1. Understand the tools, but think beyond them

The influx of new AI tools is overwhelming. What I’ve learned is to focus on understanding which tools to test and why.

Testing just for the sake of it leads nowhere.

Without a clear goal, knowing a tool in isolation holds little value.

Choosing tools wisely is just the beginning. Measuring results effectively and integrating tools thoughtfully into broader strategies is equally crucial.

I’ve seen AI tools embraced only to be neglected or cause issues when poorly integrated.

Thriving marketers in this era are strategists, not just users. They test with purpose and understand a tool’s role in the marketing mix.

2. Be a stubbornly critical thinker

AI tools can deliver outputs, but what’s next?

I’ve often seen outputs accepted without question. Standout marketers dig deeper, questioning assumptions and interpreting results.

Critical thinking also involves understanding ad platforms and algorithms as they evolve.

Experienced marketers, who have witnessed changes in ad systems, understand their impact on performance.

New marketers can develop this understanding by exploring platforms thoroughly.

3. Balance curiosity with discipline

Curiosity drives learning and creativity. However, balancing it with discipline is essential in an AI-driven world.

The abundance of tools and ideas can easily distract without a focused strategy.

Discern between what’s interesting and what’s truly impactful for defined business outcomes, such as driving pipeline or improving retention.

4. See the whole picture

AI excels at optimization.

However, it struggles with context, where I can set myself apart from both tools and peers.

AI may suggest strategies, but it won’t show how they fit into a company’s overall strategy.

Successful marketers view AI outputs through the lens of business objectives and audience behavior, beyond mere tool features.

5. Develop technical depth (not just surface skills)

While AI automates campaigns, it can’t substitute deep technical expertise.

On my team, those who excel dig deeper, addressing KPIs and comprehending the underlying reasons for performance.

Marketers successful in this era blend technical precision with creativity, interpreting data beyond surface-level insights.

This technical fluency builds trust and enables marketers to catch and correct AI missteps.

6. Stay skeptical of automation

Overconfidence in automation is risky.

This isn’t about mistrust but about careful management.

Just because AI can do something doesn’t mean it should without consideration.

Smart marketers establish guardrails, testing automation wisely and validating outcomes to support human insight.

7. Take ownership and accountability

AI can’t take responsibility. Anything shared with a client, be it AI-generated or not, is my responsibility.

This approach is vital.

In using AI for various tasks, accountability distinguishes professionals.

Before deploying AI-driven work, ensure it’s accurate, on-brand, ethical, and insightful.

If any of these aspects are uncertain, reconsider before risking your professional reputation.

8. Champion AI governance and brand safety

AI governance is essential for today’s marketers.

AI features from platforms present real risks concerning privacy and brand safety.

I ensure my brand’s integrity by setting clear AI usage guidelines internally and externally.

Responsibilities include reviewing data, establishing approval processes, and aligning AI content with brand standards.

Relying solely on IT for governance without direct involvement poses significant risks.

9. Measure what matters

AI can track everything, but not all metrics are valuable.

I focus on metrics that relate directly to business outcomes.

This often involves moving beyond basic metrics to assess comprehensive performance.

I’ve observed many cases where shifting away from surface-level successes leads to stronger results.

AI accelerates progress, but direction should align with genuine business goals.

10. Sharpen your soft skills

With AI leveling technical playing fields, human skills are the key differentiators.

In this automated landscape, it’s hard to showcase unique platform techniques. Instead, soft skills like emotional intelligence, storytelling, and communication are irreplaceable.

Marketers who hone these skills will preserve the human edge that turns AI capabilities into tangible brand value.

The mix that still defines great marketers

AI is transforming the marketing landscape.

The most successful marketers blend technical expertise with adaptability, critical thinking, accountability, and creativity in this new era.

Inspired by this post on Search Engine Land.

January 14, 2026
Mastering 2026 PPC Trends: AI, Strategy & Human Insights

In 2025, the PPC landscape evolved at breakneck speed, marking an unprecedented shift in the industry. During SMX Next, I had the opportunity to hear from experts discussing the evolution, what’s working, what’s not, and what to prepare for as we move into 2026.

The insights shared were eye-opening, especially how Google interacted with advertisers in new, responsive ways. Ameet Khabra from Hop Skip Media particularly noted Google’s surprising openness to feedback, especially regarding Performance Max.

Chris Ridley from Evoluted emphasized 2025 as the year AI truly took center stage, with platforms like Perplexity and ChatGPT dominating conversations. It’s evident that AI integration in paid media is reshaping the landscape.

Meanwhile, Reva Minkoff of Digital4Startups dubbed it “the year of the max,” due to the sheer volume of features such as Performance Max emerging in the space. This whirlwind of innovation has left us both excited and challenged.

Reflecting on what’s effective, going back to basics with campaign structure and maintaining quality signals rings true. Minkoff emphasized the importance of controlling your search campaigns and making sure they reach your intended audience.

Khabra shared insights on the role of automation with a human touch, using scripts to ensure issues are addressed before they escalate. Meanwhile, Ridley highlighted the value of authentic user-generated content in crafting more relatable campaigns, resisting overly polished AI creations.

Communication with clients and understanding their objectives beyond the figures remains critical, as Ridley suggested. Knowing their business goals can lead to more comprehensive success.

On the flip side, the problematic nature of Automatic Created Assets (ACAs) was a focal point, bringing up concerns about brand safety and losing control over content narratives. Both Khabra and Minkoff voiced this sentiment, emphasizing the need for alignment in brand messaging.

There are ongoing frustrations with user interfaces and prolonged learning periods, which complicate efficiency and adaptability for advertisers managing time-sensitive campaigns like Black Friday.

Looking at surprises from 2025, the announcements from Google Marketing Live were intriguing, particularly A/B testing developments and the adaption of Performance Max features like Waze pins. AI advancements, especially their rapid rollout, caught many by surprise, showing no sign of slowing down.

Looking ahead to 2026, there are so many possibilities. Whether it’s the unknown technological advances or the impacts of legal scenarios like the Google antitrust trial, the landscape is brimming with potential shifts.

I’m excited about the ongoing evolution of PPC and the combined potential of AI and strategic human oversight. The only certainty in PPC is indeed uncertainty, but that dynamic is what keeps it exciting and full of opportunities for those who adapt and remain proactive.

For a deeper dive, check out the full panel discussion from SMX Next 2025 below.

Inspired by this post on Search Engine Land.

January 5, 2026
Discover Google Ads’ Time-Saving ‘Go to…’ Shortcut Feature
Have you ever felt overwhelmed by the endless clicks in Google Ads’ change history, hunting through reports, campaigns, and ad groups? I know I have! But there’s good news—a ‘Go to…’ button has been introduced to streamline this painstaking process. It’s a subtle change that significantly speeds up audits and troubleshooting.

Discovering What’s New: Google has integrated a ‘Go to…’ dropdown within the Change history report. This feature allows me to leap directly from a logged change to the relevant campaign or ad group, saving precious time, especially when dealing with bulk edits or script-driven updates.

How It Works:
- First, I select one or more changes from the Change history report.
- Then, I use the ‘Go to…’ dropdown to directly navigate to the impacted entity.
- This eliminates the need to manually sift through the account structure.
Community Insights: PPC Specialist Arpan Banerjee was the first to notice this update, sharing it on LinkedIn.
- Hana Kobzová, founder of PPC News Feed, observed that this feature “cuts down the steps in troubleshooting and quickens navigation, especially when reviewing bulk changes or those made with scripts or Google Ads Editor.”
Why This Matters: For anyone managing extensive accounts or leveraging scripts and Google Ads Editor, this feature greatly reduces the hassle of identifying and locating changes. It saves me time during audits and troubleshooting, allowing for more efficient account management.

The Bottom Line: While it might not be the most glamorous update, for those of us who frequently work in Change history, this shortcut is a true time-saver.

Inspired by this post on Search Engine Land.
January 5, 2026

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