As digital advertising becomes increasingly complex, Google is rolling out two new AI agents, Ads Advisor and Analytics Advisor, built on its latest Gemini models. The tools are designed to help advertisers improve performance, uncover insights faster, and reduce time spent on manual optimization. Both agents are launching across all English-language Google Ads and Google Analytics accounts, with global availability expected in early December.
Ads Advisor: AI for Campaign Optimization and Daily Management
Ads Advisor functions as an AI partner directly inside Google Ads, interpreting business context and campaign data to recommend, and in some cases implement, meaningful improvements. For marketers running Performance Max campaigns, the tool can simplify seasonal preparation by suggesting actions such as adding sitelink extensions, and it can apply these updates once they’re approved. It also supports the ongoing demand for fresh creative by generating new keywords, headlines, descriptions and campaign ideas based on a brand’s website content and past performance, helping advertisers keep their assets relevant and impactful.
Because Ads Advisor learns from user behavior, it becomes increasingly personalized over time. Advertisers can ask broad questions like “How is my campaign doing?” or more specific diagnostics such as “Why did my holiday campaign drop?”, and the agent will analyze performance shifts, identify potential issues and suggest next steps. It also acts as a troubleshooting assistant: when ads are disapproved, Ads Advisor can explain the policy issue, pinpoint the cause and, where possible, propose or even prepare corrective actions for approval, such as adjusting URLs.
Analytics Advisor: A Conversational Analyst Inside GA4
Analytics Advisor, now available in both GA4 Standard and Analytics 360, is designed to make data interpretation faster and more intuitive through a conversational AI interface. Users can ask broad questions like “How is my site doing?” or more focused queries such as “What have my active users done in the last 30 days?”, and the tool will instantly surface the most relevant reports, insights and visualizations to provide a clear snapshot of performance.
The agent also helps marketers understand the reasons behind traffic or conversion changes. By asking “Why did users spike on a specific date?”, Analytics Advisor performs a key-driver analysis that identifies the factors most responsible for the fluctuations and guides users through follow-up questions to deepen the investigation. Importantly, it doesn’t stop at insight: the tool recommends specific next steps, from opportunities to re-engage high-value users to suggestions for improving landing pages, helping teams move quickly from understanding to action.
