About conversational experience in Google Ads

Conversational experience is a new chat-based feature designed to combine your expertise with Google AI to accelerate your search campaign creation. It’s a tool you engage with that will help you optimize search campaigns by more easily generating the text and assets you’ll need.

Note: Small business advertisers that use the conversational experience in Google Ads are 63% more likely to publish Search campaigns with “Good” or “Excellent” Ad Strength*.

On this page


How it works

The conversational experience can help you more easily optimize your search ads by leveraging your expertise with Google AI.

You can use the conversational experience to help you create higher quality Search campaigns. It can help you:

  • Generate keywords and ad content, including headlines, descriptions, sitelinks, and images, for new Search campaigns
  • Generate ad content when creating and editing responsive search ads, within existing Search campaigns

Conversational experience is powered by Google’s large language models, which is a type of artificial intelligence that can understand and generate human language.

This animation guides you through the steps of using Conversational Experience in Google Ads to help build your campaign.

The first step is entering the URL of your preferred landing page. Google AI will automatically generate a short description of your business which you can edit.

Next, Google AI will suggest relevant and effective keywords, headlines, descriptions, images, and sitelinks for your campaign.

You remain in the driver's seat as you continue to guide the conversation with Google AI and approve (or revise) all suggestions before the campaign goes live.

Note: Conversational experience is still under development, so there may be some limitations to its capabilities.

Requirements

  • The conversational experience is globally available for Search campaigns and responsive search ads where the language is set to English.
    • The tool won’t appear if you don’t have access. If you’re eligible, you’ll notice the conversational experience tool appear in your account during the campaign creation process, responsive search ad creation process and responsive search ad editing process.
  • The conversational experience is currently not available when creating new ad groups within existing Search campaigns. The conversational experience feature will likely be rolled out at a later date.
  • The conversational experience cannot assist with domains in sensitive verticals or sub-verticals (for example, sexual content and gambling).

Tips for using conversational experience

Here are a few tips for how to use the conversational experience:

  • Keep your requests clear and concise.
  • Chat with Google AI as if you're talking to a human.
  • Rephrase your request if you aren’t satisfied with a response.
  • Ensure that your campaigns adhere to Google Ads policies.

Keep in mind:

  • The conversational experience may need a moment to process your request.
  • Image suggestions are either sourced from your landing page or generated by Google AI.
  • In some cases, Google AI may not generate responses that are accurate or relevant. It’s your responsibility to ensure that the suggestions you adopt are accurate and relevant before setting your campaign live.

Instructions

Create a Search campaign

  1. In your Google Ads account, click the create button Create Button, then select Campaign.
  2. Proceed through the campaign creation process.
  3. If your account is eligible, you’ll be presented with the option to use the new conversational experience to build your search ad at both the "Keyword and asset generation" step and the "Keywords and ad" step.

Create a responsive search ad

Note: When creating a new responsive search ad, asset fields will be pre-filled based on the URL from another responsive search ad in the ad group or campaign. If you’d like to regenerate these pre-filled assets, expand the “Asset generation” panel at the top of the page, modify the information, and click Generate assets. This will also clear the chat content.
  1. In your Google Ads account, click the Campaigns Icon Campaigns icon.
  2. Click the Campaigns drop down in the section menu.
  3. Click Ads.
  4. Click the plus button and select Responsive search ad.
  5. If your account is eligible, you’ll be presented with the option to use the new conversational experience to build your responsive search ad.

Edit an existing responsive search ad

  1. In your Google Ads account, click the Campaigns Icon Campaigns icon.
  2. Click the Campaigns drop down in the section menu.
  3. Click Ads.
  4. Click on the bar above the table of results to add a filter.
  5. In the drop-down menu that appears, click Attributes, then Ad type.
  6. Check the box next to “Responsive search ad”.
  7. In the table of results, hover over the ad you wish to edit, then click the edit icon Edit.
  8. Select Edit.
  9. If your account is eligible, you’ll be presented with the option to use the new conversational experience to edit your responsive search ad.

*Source: Google Internal Data. US, English campaigns published after using asset generation vs published without using asset generation. 1/01/2024 - 1/31/2024.

Was this helpful?

How can we improve it?
Search
Clear search
Close search
Google apps
Main menu