Google has just rolled out a new version of Google Ads Editor (GAE), packed with updates including AI enhancements, creative upgrades, and deeper targeting controls. If you manage search or Performance Max (PMax) campaigns, these changes are material strategic tools that can improve efficiency and elevate results.
In this article, we will weigh in on the updates and break down what matters most.
The most significant update in this version of GAE is the creative tool enhancements. Why? Because vertical placements and mobile-first design are now non-negotiables in both ads and organic content.
Here’s what’s new:
For brands looking to stay relevant and capture user attention on mobile, these features make it easier to produce better creative, faster.
GAE also adds more AI-powered features, from “AI Max” campaign options to smart asset generation in PMax and theme incrementality insights. It sounds exciting but comes with the usual caveat about integrating QA.
My rule of thumb with AI: treat it as a recommendation, not a replacement. These tools can be powerful, but always review them. They’re not one-click solutions.
One critical tip: Make sure auto-apply settings are turned off. Use AI as a jumping-off point for testing and insights, but keep a human in the loop to prevent performance or budget issues
Some of GAE’s more underrated (but powerful) app-related updates: easier access to deep linking recommendations and new app conversion goals.
If you’re not familiar with deep links, they let you send users directly to high-intent, in-app pages instead of generic landing pages. This can improve the user experience and drive more meaningful actions.
GAE now makes it simpler to identify and implement deep link strategies, something that previously required digging through the UI or relying on external tools. For app advertisers, this unlocks more impactful and lower-friction paths for users already showing interest.
Targeting just got smarter. The new GAE gives advertisers:
For marketers tired of wasting spend on low-intent or irrelevant placements, these updates offer much-needed precision.
Google just gave large-account management a nice boost with features like:
If you manage dozens (or hundreds) of campaigns, these updates reduce the friction and speed up your workflow without sacrificing control.
The new Google Ads Editor is more than a back-end tool for bulk editing; it’s evolving into a powerful, user-friendly command center for campaign strategy, creative, AI experimentation, and smarter targeting.
Whether you’re optimizing creative, exploring deep links, or tightening audience control, this version of GAE is worth the download.
Download the new Google Ads Editor here.