AI tools are making a massive entrance into Google Ads and Google Analytics, and this time the change goes far beyond a simple interface update.
Google just announced a package of agentic capabilities across both platforms, with Ask Advisor as the star of this shift. Built on Gemini, these new features have a pretty straightforward goal: less time mining data, more time making decisions that actually matter for your business growth. 🚀
But what exactly does this change in the day-to-day reality for people working with campaigns and data analysis? The answer involves a new layer of intelligence that goes well beyond pretty dashboards and automated reports. We are talking about a system that talks to you, understands your business context, and delivers insights ready to turn into action — without you needing to spend hours filtering spreadsheets or interpreting complex charts. For anyone managing paid media campaigns or tracking user behavior metrics, this represents a pretty significant leap. And the core idea behind it all is clear: keep the professional firmly in control while AI amplifies their expertise.
What is Ask Advisor and how does it work
Ask Advisor is essentially an AI agent integrated directly into Google Ads and Google Analytics. Instead of navigating through menus, manually applying filters, and cross-referencing data from different reports, you can now simply ask a question in natural language — like which campaign is delivering the best return this month? or why was there a drop in conversions last week? — and get a contextualized response with real data and practical suggestions for adjustments. This agentic approach means the tool not only answers your questions but also puts the answers and actions directly in the hands of marketing professionals.
Under the hood, the system combines the power of Gemini with direct access to the user’s campaign data and analytics properties. This means the insights generated are not generic — they are built on top of real performance history, audience configurations, campaign objectives, and even seasonal variables detected automatically. The intelligence layer can identify patterns that would be hard to spot manually, such as seasonal sales spikes, changes in traffic volume, or a performance dip that is quietly impacting results without the manager even noticing. The real differentiator is that the tool helps you understand the why behind the numbers and, at the same time, points to the how to act from there. 💡
Find opportunities faster with new homepage insights
For analytics teams, staying on top of performance changes the moment they happen is critical. Google Analytics now makes that easier than ever with the new AI Overviews right at the top of the homepage. These summaries deliver an instant snapshot of important updates since your last visit — from seasonal sales spikes to traffic fluctuations — helping you quickly understand what deserves attention right now and, even more importantly, what to do about it.
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When a particular data card catches your eye, a single click brings that context straight into Ask Advisor, which digs deeper into the analysis for you. And there is more: you can now follow these smart summaries at your own pace by enabling phone or email notifications at whatever frequency makes the most sense for your routine.
The Google Ads homepage has also been revamped to display AI-powered insight cards personalized to your business. With that context in hand, it becomes much easier to adjust your strategy with confidence and capture new demand as soon as it emerges. Want to understand how competitors are impacting your impression share or which trends could improve your campaigns? Just use the prompt box above the insight cards to generate a custom analysis on whatever is on your mind at that moment. 🎯
Become a data expert with new visual reports
When it comes to evaluating performance, the reporting process should be intuitive and hassle-free. With the new Dashboards in Google Ads — which are also coming soon to Google Analytics — you can turn raw data into clear visualizations using just simple text prompts.
The detail that makes all the difference is that each report automatically generates a real-time summary explaining the why behind the numbers. This helps you understand your performance with ease or even build a compelling case to pitch a new campaign idea internally. Instead of spending hours building charts and cross-referencing spreadsheets, you describe what you need and the tool builds the visualization for you, complete with context ready to be presented.
Measure your success with benchmarking
Identifying where there is room to grow is always important, and that is where one of the most interesting additions in this package comes in. You can now go even deeper into your campaign performance analysis in Google Analytics with Ask Advisor, thanks to a new benchmarking feature.
This feature compares your campaign performance against anonymized averages from businesses similar to yours, helping you refine your strategy with much greater confidence. In practice, this means the system does not just tell you a campaign dropped — it also tells you whether that drop is happening in isolation or if it is a broader market trend. Knowing that advertisers in your segment are facing a higher cost per acquisition because of a specific period in the commercial calendar, for example, completely changes how you interpret the data and the decision that follows. This level of contextualization used to be something available only to those with access to paid market intelligence tools or large agencies with robust data sets, and now it arrives natively within Google’s platforms. 🔍
Insights that turn into decisions on the spot
One of the biggest pain points for anyone working with data is the time between collecting information and turning it into concrete action. The traditional cycle involves exporting data, analyzing it in external tools, presenting it to the team, and only then deciding what to do — all of which can take days. With the new AI tools integrated into Google Analytics and Google Ads, that cycle gets dramatically shorter because the insights already come with context, justification, and often a direct action suggestion right within the platform. This completely changes the dynamic of how marketing and performance teams operate on a daily basis.
In practice, imagine you are analyzing campaign performance and notice that results dropped last week. Before, you would need to manually check asset groups, review creative quality, look at bidding changes, compare with previous periods, and still try to correlate with external variables like seasonality or competitive moves. With Ask Advisor, you ask that question directly and get a consolidated analysis that already points to the most likely factors, with a visual history of what changed and which adjustments can be made immediately. Diagnosis time drops from hours to minutes, and decision quality tends to increase because the analysis is more comprehensive than most people could pull together manually.
That speed has real value in the professional world, as Kevin Marshall, Director of Paid Media at Gardyn, puts it well:
Ask Advisor has become my go-to tool for a directional check on paid media performance. That speed matters because it gives me time to go deeper and make changes that improve performance sooner.
The real impact for campaign managers
For professionals who live inside Google Ads and Google Analytics every day, this change represents a concrete evolution in how work is structured. Tasks that used to take up a good chunk of the week — like consolidating reports, identifying anomalies, preparing performance presentations, and cross-referencing data from different sources — are now accelerated or automated by the AI layer. This does not mean the role of the analyst or media manager ceases to exist. On the contrary, it means that freed-up time can be directed toward what truly sets an experienced professional apart from a beginner: the ability to think strategically, test bolder hypotheses, and build smarter campaign structures.
The integration between the two platforms also gains a new dimension with these updates. Google Analytics has always been the source of truth for understanding user behavior after the click, while Google Ads handled everything that happened before — in the attraction and engagement phase. With Ask Advisor operating on both ends and having access to both contexts, questions that used to require multiple open windows and a lot of copy-pasting data now get unified answers. You can ask, for example, which keywords are generating cheap clicks but users who quickly abandon the site, and receive an analysis that automatically cross-references cost per click with session behavior.
The ongoing benchmarking aspect also has a meaningful impact on how goals are set and revised over time. When you have access to an updated market reference right within the platform itself, it becomes easier to calibrate expectations, adjust KPIs, and defend strategic decisions to internal stakeholders. Instead of saying a campaign is doing well in a subjective way, you now have a comparative data point that puts performance in the context of your industry — which makes analyses more concrete and conversations about budget and investment much more grounded.
Built on Gemini, these new solutions help professionals move from insight to action even faster. The updates are already starting to roll out across both Google Ads and Google Analytics, and it is worth exploring each one to understand how they fit into your workflow.
The new agentic capabilities in Google Ads and Google Analytics with Ask Advisor represent a real turning point in how data becomes decisions — with artificial intelligence working in favor of those who need speed, precision, and context to grow consistently.
