Google Ads is testing a campaign builder that begins with a typed description of what the advertiser wants, not a menu of objectives. Search Engine Land’s Anu Adegbola reported the experiment on October 12, working from a screenshot of the interface.
The screen asks “What’s your goal for this campaign?” and tells users that Google’s AI will propose goals and assets drawn from what they type. A “Create campaign manually” link lets advertisers skip the assisted path entirely.
Ginny Marvin, Google’s Ads Liaison, confirmed it is only an experiment and said Google wants feedback on “how and where this type of workflow would be helpful.”
A conversational start would mostly help people who do not know how Google structures campaigns, settings, and assets. Google has not said when or where it will appear, or which campaign types work with it. It is also unclear how much say advertisers get over the suggestions.
Nothing needs changing yet. Teams that build campaigns for clients should decide now how they would review AI-suggested goals and assets before anything launches.
Search Engine Land, Anu Adegbola, October 12, 2026.
