Google reveals Power Pack strategy for AI-integrated advertising ventures
In a groundbreaking move, Google has announced the Power Pack strategy, a comprehensive advertising approach designed to address the need for both automation efficiency and advertiser control while maximising reach across its advertising channels.
The Power Pack strategy, unveiled on September 16, 2025, during the third episode of the Google Ads Decoded podcast, combines AI Max for Search, Performance Max, and Demand Gen campaigns. This strategic alliance aims to drive conversion increases exceeding 10% through over 90 quality improvements made to Performance Max campaigns over the past year.
The Power Pack strategy operates across Google's entire advertising ecosystem, including Search, Display, YouTube, Gmail, Maps, and Discover. It positions advertisers as architects rather than pilots of their campaigns, emphasising strategic input and high-quality data provision.
Advertisers will benefit from enhanced search themes, allowing up to 50 entries, and asset-level reporting capabilities, which are currently rolling out for Performance Max, search, and display campaigns. The strategy also includes AI-powered creative generation tools and brand control mechanisms, providing advertisers with the means to exert control over automated creative generation.
The Power Pack strategy was developed in response to the rapid technological change requiring continuous adaptation rather than fixed approaches. It offers two distinct strategic approaches depending on advertiser objectives. The strategy's implementation occurs through the Google Ads interface and API.
Google product managers Karen Zang and Tal Akabas announced the Power Pack strategy during the Google Ads Decoded podcast, which was hosted by product liaison Ginny Marvin. They discussed the benefits of combining AI Max, Performance Max, and Demand Gen campaigns for improved advertiser performance.
The Power Pack strategy addresses the challenges advertisers have faced with campaign coordination and the requests for better AI optimization tools. It responds to the need for a strategy that can adapt to the ever-changing technological landscape, ensuring advertisers can stay ahead in the competitive digital advertising market.
Asset strength represents a diagnostic tool rather than an auction factor, providing advertisers with valuable insights into the performance of their campaigns. The Power Pack's AI-powered creative generation tools continue expanding across the platform, ensuring that advertisers have the resources they need to create compelling and effective advertising content.
In summary, the Power Pack strategy is a significant step forward in Google's efforts to provide advertisers with the tools they need to succeed in the digital advertising landscape. By combining AI Max, Performance Max, and Demand Gen campaigns, the Power Pack strategy offers a comprehensive solution that addresses the needs of advertisers for control, efficiency, and reach.
