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There’s been a lot of noise about AI taking over Google Ads. Some say specialists will become obsolete. Others argue that automation will make running campaigns easier than ever.
But if there’s one takeaway from my recent conversation with Myles McNair, it’s this: the best Google Ads specialists won’t be replaced by AI—they’ll be the ones who learn how to adapt and leverage it.
Myles is a Google Ads expert from the Netherlands, founder of PPC Mastery, and someone who has spent years optimizing campaigns for e-commerce brands. Our discussion covered everything from the impact of AI to the fundamental skills that will always be relevant—no matter how much automation Google throws at us.
The full interview will be released on my Youtube channel this Wednesday, but right now see the highlights from our 30 minute discussion.
Why Fundamentals Matter More Than Ever
If you’ve been in the Google Ads space for a while, you’ve probably noticed a shift. Google is giving us fewer levers to pull. Manual bidding is disappearing, keyword match types are consolidating, and AI-driven campaign types like Performance Max and Search Max are taking over.
So, does this mean advanced strategies are dead? Not exactly. But as Myles put it, too many advertisers are overcomplicating their campaigns before they even have the basics right.
Here’s what actually drives results:
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An irresistible offer
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Scalable unit economics
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Aligned KPIs and goals
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A conversion-optimized landing page
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A solid campaign structure
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Clear, compelling creative assets
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Smart bid and budget management
It’s easy to get distracted by new tools and automation, but without these fundamentals, no amount of AI will save you.
The 80/20 Rule of Google Ads
Myles brought up a great analogy from sports: if you want to be a world-class football (soccer) player, you don’t start with fancy trick shots. You master the basics—passing, positioning, and reading the game.
The same applies to Google Ads.
Many advertisers get caught up in advanced tactics like value-based bidding, audience layering, and complex campaign structures. But if the core elements aren’t in place, these strategies won’t work.
The reality? 80% of your results will come from 20% of what you do. Focus on getting that 20% right first, and the rest will follow.
How AI is Changing Google Ads (and How to Adapt)
AI isn’t the future of Google Ads—it’s already here. Smart Bidding, broad match, Performance Max, and now Search Max are all driven by machine learning.
Myles and I both agreed that AI is a double-edged sword. On one hand, it simplifies campaign management. On the other, it means advertisers need to rethink their approach.
For example, Myles shared how he’s using ChatGPT to improve ad copy. Instead of spending hours writing headlines and descriptions, he feeds ideas into AI and refines them until they’re sharp and conversion-focused.
But AI isn’t just about automation—it’s about adapting to changing search behavior.
A core message that I want to you to take notice of is that ... People aren’t searching the same way they used to.
They’re turning to chatbots, conversational AI, and platforms like YouTube to do their research. By the time they reach Google Search, they’re often ready to buy.
That means Google Ads specialists need to shift their focus.
Instead of obsessing over keywords, we need to think about the full customer journey—including video, display, and landing page experience.
The Shift to T-Shaped Specialists
One of the most valuable concepts Myles introduced was the idea of the T-shaped Google Ads specialist.
Traditionally, you had two types of professionals:
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Generalists – Broad knowledge across multiple areas but no deep expertise.
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Specialists – Experts in one area but with limited knowledge outside of it.
A T-shaped specialist combines both—deep expertise in Google Ads with broad knowledge across related areas like conversion rate optimization, business strategy, and customer psychology.
Why does this matter? Because the role of a Google Ads expert is shifting. Instead of just optimizing campaigns, the best specialists will act as business growth consultants.
That means:
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Understanding unit economics (so you can help clients fix pricing and profit issues)
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Identifying growth opportunities beyond Google Ads (like expanding to new markets or platforms)
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Helping clients optimize their landing pages, offers, and sales funnels
This shift is already happening. Myles shared how his co-founder, Bob, has retained clients for over eight years—not by just running ads, but by becoming an essential part of their business growth strategy.
What This Means for the Future of Google Ads Specialists
So, will AI replace Google Ads specialists? No. But the role is evolving.
Google is making search more automated, but that doesn’t mean specialists won’t be needed. It just means that what we do will change.
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Less time on manual optimizations → More time on strategy and customer journey
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Less focus on granular keyword targeting → More focus on messaging and positioning
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Less reliance on search alone → More integration with video, display, and omnichannel marketing
The best specialists won’t just run campaigns—they’ll help businesses grow. And that means developing skills beyond just Google Ads.
Final Thoughts: How to Stay Ahead
If you want to future-proof your Google Ads career, here’s what you should be doing now:
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Master the fundamentals – Before worrying about advanced tactics, make sure you have the basics nailed down.
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Leverage AI, but don’t rely on it – AI is a tool, not a replacement. Use it to enhance your work, not to replace strategic thinking.
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Develop T-shaped skills – Expand your knowledge beyond Google Ads. Learn about CRO, copywriting, customer psychology, and business strategy.
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Adapt to new search behavior – Understand that customers are researching in new ways. Video, chatbots, and conversational AI are shaping the future of search.
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Focus on providing real business value – The best way to stay relevant is to become indispensable to your clients. Help them grow, not just get clicks.
Google Ads isn’t going anywhere, but the role of specialists is evolving. Those who adapt, learn, and provide real value will thrive. The ones who resist change? They’ll struggle to keep up.
Which path will you take?
If you want to make sure that you are keeping up to date with all of the changes that are (always) happening in Google Ads, consider joining me & 350+ Google Ads specialists, business owners & agency staff in my Google Ads Mastery Community.
Click Here To Join With A 20% Lifetime Discount
Until next time, keep optimizing and keep evolving.
Have a great week,
Aaron
- Monday 10th February, 8pm AEST: Google Ads Tutorial 2025 For Beginners
- Wednesday 12th February, 8pm AEST: Miles McNair Interview [The Future of Google Ads]
Head Over To My YouTube Channel 👇
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[LIVE MASTERCLASS + Q&A] Advanced Google Ads Campaign Structures with Aaron Young 💻
Wed, Feb 12, 2025 10:00AM (AEST)
Wed, Feb 12, 2025 12:00 AM (GMT)
Tue, Feb 11, 2025 16:00 PM (PST)
