Ally Michelle

Google’s EC4L push made data quality a core performance driver. Campaigns with stronger match rates get better auction access, while weak signals lose priority. Clean data and CRM integration now matter as much as campaign setup.

Google adjusted how Search and PMax compete, improving priority for high-intent Search and reducing some PMax overlap. Not fully fixed, but cleaner. Clear structure between control and scale layers is what drives better performance.

AI-assisted campaign creation lowers the barrier to entry, but shifts the advantage to strategy. When everything looks “good enough,” strong positioning and clear signals are what actually drive performance.