How AI Is Changing PPC: What Small Business Owners Need to Know

If you're a small business owner trying to navigate digital advertising, it can feel like the rules are always changing—and that’s because they are. But here’s the good news: many of those changes are working in your favor, especially when it comes to AI.

Artificial intelligence is reshaping pay-per-click (PPC) advertising in powerful ways. Platforms like Meta and Google are rolling out tools that make it easier, smarter, and more cost-effective to reach new customers. But to get the most from them, you need to understand what’s happening behind the scenes—and how to adapt your strategy accordingly.

Let’s break it down.

Meta Ads: Smarter Prospecting with Advantage+ Campaigns

Meta (formerly Facebook) is betting big on AI—and it’s paying off.

Their Advantage+ Shopping Campaigns are a major breakthrough for businesses that want to reach new customers with speed and precision. These campaigns use AI to automatically find people most likely to convert and optimize campaigns in real time. When paired with Advantage+ Placements and Advantage Creative, Meta can automatically adjust your ads across placements and formats based on what performs best.

We’ve tested these tools at Forge One Marketing—and yes, they can work incredibly well. But here’s the key: don’t rely on them blindly.

Some AI features are stronger than others, and results can vary from brand to brand, creative to creative. Testing is essential. Incorporate these tools as part of a broader strategy, and treat them like you would any campaign element—an opportunity to gather data, refine, and improve.

Google Ads: Rising Costs Demand Smarter Strategies

Google Ads remains a cornerstone of digital advertising—but it’s no secret that ad costs are climbing. If you're not strategic, you could be spending more and getting less.

For niche products or services, Google Ads—particularly Search and Shopping—can still be incredibly effective. But only if you’re intentional. That means having rock-solid conversion tracking, a clearly defined offer, and ad copy that speaks directly to your ideal customer.

Performance Max campaigns take things a step further. They use Google’s AI to serve your ads across its full network—Search, YouTube, Gmail, Display, and more—while optimizing for conversions. We’ve seen strong results with PMax, but like anything AI-driven, it works best when you feed it the right inputs and track what’s actually converting.

With even more automation advancements on the horizon, staying proactive and strategic with your Google Ads is more important than ever.

The Real Advantage: A Full-Funnel, AI-Driven Ecosystem

Here’s where things really come together: using AI across platforms to create a full-funnel, always-on marketing engine.

Google Ads is your closer—reaching high-intent users ready to buy. Meta platforms like Facebook and Instagram act as your openers—generating awareness and warming up audiences. But AI isn’t limited to those two giants.

Other platforms like TikTok, Pinterest, and LinkedIn are also integrating AI-driven targeting, creative optimization, and performance learning into their ad systems. When used together, these tools help you reach your audience at multiple touchpoints—prospecting new customers, nurturing leads, and capturing conversions.

The most effective digital environments today don’t rely on a single channel—they use AI across platforms to guide users from discovery to purchase. That’s how you stay top of mind and stay competitive.

Bonus Advice: Use AI to Work Smarter Behind the Scenes

While PPC campaigns are critical, AI can also make your day-to-day workflow more efficient and creative.

Here’s how many small business owners are using AI beyond ads:

• Copywriting: Tools like ChatGPT or Jasper help brainstorm and polish ad copy, emails, and blogs.

• Visual Ideation: Image generators like Midjourney or DALL·E aren’t perfect, but they’re great for early creative concepts.

• Content Planning: SEO tools like Surfer or Clearscope help you write blog content that ranks.

• Project Management: Tools like Notion AI and ClickUp help automate workflows, plan campaigns, and streamline execution.

These tools won’t replace strategy—but when used thoughtfully, they make strategy easier to execute.

Be Wary: Not All "AI Marketing" Is What It Seems

As AI becomes the latest buzzword in digital marketing, a growing number of agencies are jumping on the trend—claiming to be "AI-powered" while offering little more than repackaged tools and vague promises.

Here’s the reality: many of these outfits are white-labeling third-party platforms or running cookie-cutter campaigns with minimal strategic oversight. Some promise guaranteed results (which no ethical marketer should do) or push fully automated systems without explaining what’s actually happening behind the scenes.

Red flags to watch for:

• Agencies that can’t clearly explain their tools or strategy

• “AI campaigns” that are just prebuilt templates

• Promises of fast, guaranteed success

Final Thoughts: Adapt or Fall Behind

AI isn’t just another tool in the marketing toolbox—it’s quickly becoming the foundation of how successful brands run digital advertising. From intelligent targeting and automation to faster creative testing and performance optimization, it’s changing how we plan, execute, and scale campaigns.

But AI alone isn’t the solution. It’s what you do with it that matters.

For small business owners, this is the moment to take advantage of the technology—but with strategy, not shortcuts. That means:

• Choosing the right platforms for your goals

• Testing AI-powered tools instead of blindly trusting them

• Staying alert to gimmicky agencies or services offering empty promises

• And integrating AI in ways that save time, increase ROI, and actually grow your business

At Forge One Marketing, we believe in building sustainable growth through performance-driven strategy, not quick fixes. We combine real experience with the smartest tools available—so your brand doesn’t just keep up, it leads.

Want to see how AI can actually work for your business—not just in theory, but in practice? Let’s build your next move together.