Google’s New AI Ads Advisor & Analytics Advisor: What Advertisers Need to Know
Google has introduced two major AI-powered tools, Ads Advisor and Analytics Advisor.
Both designed to simplify optimisation, reduce manual workload, and help advertisers achieve stronger results with greater efficiency. This update reflects a broader shift in digital marketing: AI-powered assistants are becoming central to how brands analyse data, diagnose performance issues, and scale campaigns.¹
Below, we break down what these tools do, how they work, and why they matter for brands.
What Is Google Ads Advisor?
Ads Advisor is Google’s new AI assistant built directly into Google Ads, designed to act like an always-on strategist for your account.
What it does:
- Provides real-time optimisation recommendations tailored to your campaigns.
- Troubleshoots performance issues and explains changes in key metrics.
- Suggests budget adjustments, keyword refinements, audience opportunities, and structural improvements.
- Allows advertisers to ask questions using natural language, such as:
- “Why is my CPA rising?”
- “How can I improve ROAS this month?”
- “Which campaigns are budget-limited?”²
How it works:
Powered by Google’s Gemini model, Ads Advisor analyses historical performance, bidding signals, audience data, and trends. According to Search Engine Land, the tool can already interpret complex queries and provide actionable suggestions, although Google is still refining its ability to handle highly nuanced questions.¹
In simple terms, it’s Google Ads with a built-in performance consultant.
What Is Analytics Advisor?
While Ads Advisor focuses on campaign optimisation, Analytics Advisor lives inside GA4 and ensures brands have accurate, complete, and properly configured data.
What it does:
- Flags key measurement issues automatically (e.g., missing conversions, misfired tags, data gaps).
- Identifies trends or anomalies in user behaviour.
- Highlights opportunities to improve tracking, attribution, and insights.
- Recommends clear fixes that marketers can implement quickly.²
How it works:
Analytics Advisor scans your GA4 setup and provides a personalised diagnostic report. Search Engine Journal notes that this includes everything from broken event tracking to unlinked Ads accounts, making it a valuable safeguard for brands that rely heavily on automated bidding and attribution models.²
Why Advertisers Should Care?
1. Faster insights and reduced manual work
Advertisers no longer need to dig through multiple dashboards to troubleshoot performance. The AI surfaces key issues proactively, saving significant time and reducing the workload.
2. Clear explanations behind performance shifts
The tools can explain why your conversion rate dipped, why CPCs increased, or why impressions dropped. This context is critical for quick decision-making and eliminating guesswork.
3. Always-on AI acting like an in-house strategist
As AdExchanger highlights, Ads Advisor is part of a wider move toward agentic AI, where tools work autonomously to monitor accounts and advise marketers.³
This gives even small teams access to enterprise-level insight.
4. Better measurement = better optimisation
With Analytics Advisor ensuring GA4 is configured correctly, brands can trust their data, which is essential for bidding automation, attribution, and scaling profitable campaigns.
5. Improved efficiency and stronger performance
With faster diagnosis and smarter recommendations, brands can expect:
- Improved budget allocation
- Less wasted spend
- More stable performance
- Faster reaction to changes
- Higher ROI
Together, these tools make performance marketing more streamlined and more intelligent.
References
- Adegbola, A. “Google’s new ‘Ads Advisor’ AI is put to the test.” Search Engine Land, 13 Nov 2025.
- Southern, M. G. “Google Launches Ads Advisor & Analytics Advisor Globally.” Search Engine Journal, 12 Nov 2025.
- Azad, R. “Google Rolls Out Chatbot Agents For Marketers.” AdExchanger, 12 Nov 2025.