Before you start
- Identify whether you’re in Smart Mode or Expert Mode. If this icon in the top right corner your Google Ads account is called “Settings”, you’re in Smart Mode. If the icon is called “Tools & settings” or “Tools”, you’re in Expert Mode.
- If you’re in Expert Mode already, identify whether you’re in summary or detailed view. If only the “Tools & settings” icon appears, you’re in summary view. If separate icons for “Tools” and “Settings & Billing” are present, you’re in detailed view. Click the icon next to the date range picker to toggle between views.
Your Google Ads experience will differ slightly depending on whether you’re in Smart mode or Expert mode.
Smart mode is the simplified version of Google Ads. It was designed to simplify the advertising experience, so businesses can drive real results and save time setting up and managing campaigns.
Every campaign in Smart mode is a Smart campaign. Smart campaigns let advertisers choose their business goals and where they want to advertise, then Google uses machine learning to deliver real results tailored to those goals, such as phone calls, actions on their website and shop visits, making it easy to reach more customers.
Most new Google Ads users will join Google Ads in Smart mode.
Expert mode offers the full range of Google Ads features and campaign types. While it gives advertisers more complete control over their bidding strategies, it also requires more complex management. This is why we recommend it for advanced marketers and advertisers.
Compare Smart mode and Expert mode
|Smart mode||Expert mode|
|Set your budget and goals and we'll take care of the rest||
Control your settings and campaign type
(App, video, and more)
|Lightweight maintenance (~15 minutes per week)||Ongoing management required (1+ hours per week)|
|Assisted ad setup, optimised keywords, and more||Powerful controls for keywords, bidding, and more|
|Simple, easy-to-read performance reports||Detailed, custom performance reports|
Switching from Smart mode to Expert mode
Businesses of all sizes can benefit from the automation technology and time-saving benefits of Smart campaigns. However, if you desire more advanced features or other campaign types in Google Ads, here’s how you can switch to Expert Mode from Smart Mode.
- Once signed into your Google Ads account, click the Tools icon in the top right corner.
- Select Switch to Expert Mode.
Once you've switched to Expert mode, you'll be able to access the full Google Ads experience and create all Google Ads campaign types, e.g. search, display, video, app, Shopping.