Olivia sits down with Haus Measurement Strategy Lead ā Ike Armstrongā to outline how marketers should structure their Google Ads account amid the platformās growing suite of AI-powered campaign types and evolving consumer search behavior.
Ike and Olivia cover:
How consumer search behavior is changing (3:53)
How marketersā day-to-day workflow is shifting in Google (8:02)
How you should structure your Google account in 2025 (19:03)
How to balance Search + Shopping campaigns vs. AI-driven campaigns (25:37)
Why (and how) to isolate brand/non-brand terms (32:15)
Should you be using AI Max? (35:45)
How can brands show up better in AI Overviews? (40:04)
Common mistakes Ike sees brands make inside Google (42:10)
Auditing Googleās AI-led ad products (45:22)
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