AI gives us sharper insights, faster feedback, and more time to focus on what really matters – such as understanding your audience, shaping campaigns, and making smart decisions that move the needle.
It’s not about replacing creativity or strategic thinking. It’s about getting to grips with the tools available to us while keeping the human element front and centre.
Here’s how we’re using AI to supercharge PPC while keeping the human element front and centre.
Automation with a brain (and a human behind the wheel)
We use AI to streamline the heavy lifting – things like bidding, ad rotation, and keyword targeting. Smart Bidding adjusts bids in real time, based on everything from device type to intent signals. No more manual tweaking. Just performance that adapts on the fly.
AI also helps decide which ad variations get shown most often, so the top performers continue to rise, without us constantly interfering. But make no mistake – we’re still the ones steering the ship.
Performance Max, used properly
Google’s Performance Max campaigns can be powerful, but only if you know how to get the most out of them. We use them to run multi-channel campaigns through a single setup – Search, YouTube, Display, Gmail, you name it.
Behind the scenes, AI figures out where and when your ads should appear, and which creative combinations are most likely to land. But what makes this work isn’t just the automation – it’s the strategy behind it.
First-party data meets intelligent targeting
With third-party cookies on the way out, brands need to get serious about their own data. We help clients build smart, ethical data strategies and then use AI to turn that into better audience targeting.
AI spots patterns, predicts behaviours, and builds lookalike audiences with serious intent. Combined with a strong email strategy and clever segmentation, this gives us a more complete picture of who we’re talking to and what they care about.
Creativity and speed, powered by AI
Creating effective ad copy used to take hours. Now? AI gives us a head start. From headlines to descriptions to visual concepts, generative tools help us test quickly and learn fast.
We use Responsive Search Ads to mix and match different elements, letting Google’s machine learning figure out what works best. But even when AI helps write the words, we’re still the ones making sure they sound and feel right for the brand.
Every platform, joined up
We don’t stop at Google. AI tools help us optimise campaigns across Meta, TikTok, LinkedIn, and Microsoft Ads, too. Whether it’s refining a creative for Instagram Stories or adjusting targeting on LinkedIn, AI helps us move faster and stay consistent across platforms.
This means stronger storytelling, smarter spending, and better results – wherever your audience is.
Planning ahead, reacting in real time
AI lets us predict how a campaign will perform before it even launches. We analyse previous results, seasonal trends, and audience behaviour to plan budgets more effectively, and then adjust things in real time once the campaign is live.
If something’s not working, AI can spot it and help us respond quickly. But the decisions? Still made by people who know what they’re doing.
AI is the engine, but people are still in the driver’s seat
At Route, we use AI as a smart assistant—not a replacement. It helps our team work faster, uncover deeper insights and make sharper decisions, but it’s our people who bring the creativity, strategy, and nuance that truly drive performance.
We see AI as a tool that supports great marketing, not one that does it all. The real magic happens when human expertise and intelligent tech work together.
Curious how we blend AI with hands-on know-how to scale your PPC? Let’s talk.
