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 that you engage with that will help you optimise search campaigns by more easily generating the text and assets you’ll need.

On this page

• How it works
• Tips for using conversational experience
• Instructions

How it works

The conversational experience can help you more easily optimise 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.

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.

Requirements

• The conversational experience is globally available for search campaigns and responsive search ads where the language is set to one of the following: English, French, Spanish or German.
  • The tool won’t appear if you don’t have access. If you’re eligible, you’ll notice that the conversational experience tool appears 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.

Instructions

Create a Search campaign

1. In your Google Ads account, click the 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

1. In your Google Ads account, click the 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.
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. Tick the box next to 'Responsive search ad'.
7. In the table of results, hover over the ad that you wish to edit, then click the edit icon .
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. 01/1/2024 – 31/1/2024.