Google unveils Power Pack strategy for AI-driven advertising campaigns

Google announced its Power Pack advertising strategy on September 16, 2025, introducing a comprehensive framework that combines AI Max for Search, Performance Max, and Demand Gen campaigns to optimize automated advertising across multiple channels. The announcement came during episode three of Google Ads Decoded, the company's recently launched podcast series hosted by product liaison Ginny Marvin.

According to Sylvanus Bent, who has been at Google for nine years working on search ads automation, Performance Max campaigns received more than 90 quality improvements during the past year, driving conversion increases exceeding 10%. These behind-the-scenes enhancements represent Google's continuous optimization approach that operates largely invisibly to advertisers while improving campaign performance.

The Power Pack strategy addresses feedback from advertisers who previously struggled with cross-channel campaign coordination. "When people or advertisers were combining these two campaigns they were able to reach wider audiences than they had if they were just doing one by themselves," Bent explained during the podcast discussion. This observation led Google to develop the Power Pack approach that formalizes multi-campaign strategies.

Search themes within Performance Max campaigns can now accommodate up to 50 entries, expanding from previous limitations to provide more granular targeting signals. Charles Boyd, who works on AI Creative at Google Ads, emphasized that search themes serve as signals to help the AI system learn about customer search patterns. "You'll want to provide it the types of things your customers search for when they're looking for your business or what you're selling," Boyd explained.

The Power Pack offers two distinct strategic approaches depending on advertiser objectives. For organizations seeking channel control with Search and YouTube, the strategy combines AI Max for Search campaigns with Demand Gen campaigns. This configuration provides automated optimization for search advertising while enabling demand creation across YouTube and Google's visual surfaces.

For maximum reach across all channels, the Power Pack utilizes AI Max for Search, Demand Gen, and Performance Max campaigns simultaneously. This comprehensive approach delivers what Google describes as the best of its AI capabilities across the entire advertising ecosystem.

Asset-level reporting capabilities are currently rolling out for Performance Max, search, and display campaigns, addressing persistent advertiser requests for granular performance insights. The reporting enables identification of top-performing assets while providing data-backed evidence for optimization decisions. However, Google cautions against removing poor-performing assets entirely, as they may serve specific segments effectively.

Video capabilities receive significant emphasis in the Power Pack strategy. Boyd stressed that advertisers should "add videos to any campaign that supports video because it allows you to extend your reach." The system's smart bidding algorithms optimize across asset types and channels, potentially showing videos initially before completing conversions through search.

AI-powered creative generation tools continue expanding across the platform. In July 2025, Google upgraded image generation capabilities to depict exact products from feeds or uploaded images. These tools address advertiser needs for lifestyle imagery beyond standard white-background product shots, creating diverse creative assets that improve campaign performance.

Brand guidelines functionality provides advertisers with control mechanisms for automated creative generation. The system accepts up to 40 text restrictions per campaign using natural language instructions. Effective restrictions include directives like "Don't imply our products are discounted" or "Never mention any city names in my ads," which the system interprets to avoid associated terms during content creation.

The quality improvement process relies heavily on data-driven experimentation. According to Bent, improvements often start with advertiser feedback or data insights that form hypotheses about performance optimization opportunities. These hypotheses undergo rigorous testing through counterfactual experiments before graduating to full launches across the platform.

For AI Max specifically, Google heard feedback that cross-channel solutions weren't suitable for all advertisers. "There are many advertisers it is a good fit and many advertisers have a pmax strategy but there is so much also spend already in search campaigns," Bent noted. This feedback prompted Google to bring Performance Max optimization capabilities directly to search campaigns through AI Max.

Brand control features continue expanding in response to advertiser concerns about automated campaign management. Beyond text guidelines, the system enables color and font specifications for brand consistency across automated creative generation. Landing pages, provided assets, and keywords all contribute to informing the quality of generated creative content.

Asset strength represents a diagnostic tool rather than an auction factor, clarifying persistent industry confusion about its role. The metric helps advertisers understand whether they're providing sufficient creative variety for optimal system performance, encouraging the diversity needed for effective testing and optimization.

The testing and learning mindset emerges as a central theme throughout Google's AI advertising approach. "You need to be nimble and adopt like a constant testing, iteration, and learning mindset," Boyd emphasized when discussing future campaign management strategies. This philosophy recognizes that rapid technological change requires continuous adaptation rather than fixed approaches.

Looking forward three to five years, Google positions advertisers as architects rather than pilots of their campaigns. This shift emphasizes strategic input and high-quality data provision rather than manual optimization of individual campaign elements. "You spend a lot more time up front of making sure those inputs are great," Bent explained, highlighting the importance of quality data for AI optimization.

The Power Pack strategy reflects Google's broader automation expansion that includes removing language targeting from search campaigns by late 2025. These changes represent systematic movement toward AI-driven campaign management while providing precision controls for advertiser requirements.

For marketing professionals, the Power Pack introduction signals a significant shift in campaign portfolio management. Rather than managing individual campaigns in isolation, the strategy encourages coordinated multi-campaign approaches that leverage different Google advertising channels synergistically.

The announcement timing coincides with the busy holiday shopping season preparation, positioning the Power Pack as Google's solution for retailers managing increased seasonal advertising demands. The comprehensive approach addresses both prospecting and retargeting needs across the customer journey.

Performance measurement becomes increasingly complex as campaigns span multiple channels and asset types. The new reporting capabilities attempt to address these challenges by providing granular insights into asset and channel performance while maintaining the automated optimization benefits that drive the Power Pack strategy.

Timeline

• May 20, 2025: Google announces Imagen 4 and Veo 3 generative media models with enhanced creative capabilities
• July 8, 2025: Google Ads Editor 2.10 released with AI Max features and campaign-level negative keywords for Performance Max
• July 14, 2025: Google completes Performance Max brand guidelines rollout for UI campaigns
• August 6, 2025: Google Ads API version 21 introduces AI Max support with enhanced Performance Max reporting
• August 29, 2025: Google launches "Google Ads Decoded" podcast series discussing AI advertising features
• September 5, 2025: Google expands Web to App Connect across YouTube, Hotel, Performance Max and Demand Gen campaigns
• September 10, 2025: Google unveils comprehensive AI advertising suite at Think Week 2025 including Power Pack strategy
• September 16, 2025: Google Ads Decoded episode three details Power Pack implementation and strategic approaches

Summary

Who: Google product managers Sylvanus Bent and Charles Boyd announced the Power Pack strategy during the Google Ads Decoded podcast, hosted by product liaison Ginny Marvin.

What: The Power Pack represents a comprehensive advertising strategy that combines AI Max for Search, Performance Max, and Demand Gen campaigns. The approach includes enhanced search themes (up to 50 entries), asset-level reporting, AI-powered creative generation, and brand control mechanisms.

When: The announcement occurred on September 16, 2025, during the third episode of Google Ads Decoded. The strategy builds on quality improvements implemented throughout 2025, including over 90 Performance Max enhancements.

Where: The strategy operates across Google's entire advertising ecosystem, including Search, Display, YouTube, Gmail, Maps, and Discover. Implementation occurs through the Google Ads interface and API.

Why: Google developed the Power Pack in response to advertiser feedback about campaign coordination challenges and requests for better AI optimization tools. The strategy addresses the need for both automation efficiency and advertiser control while maximizing reach across Google's advertising channels.