A new “Advanced Plans” section within Google Ads’ Reach Planner tool was spotted by digital marketing expert Brent Neale.
How it works. Advanced Plans suggests a mix of ad types based on advertisers’ goals, creating specific plans for both conversion creation and capture.
Why we care. The feature could help advertisers more effectively allocate their budgets across different ad types based on specific conversion goals.
Between the lines. This appears to be part of Google’s broader strategy to simplify campaign planning while leveraging its machine learning capabilities.
What’s next. The feature appears to be in testing, suggesting Google may be gathering feedback before a wider rollout.
The big picture. The tool represents Google’s continued push toward automated campaign optimization, offering AI-driven recommendations for budget allocation.
Bottom line. If successful, Advanced Plans could streamline the campaign planning process for advertisers while potentially improving conversion outcomes.
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About the author
Anu Adegbola has been Paid Media Editor of Search Engine Land since 2024. She covers paid search, paid social, retail media, video and more.
In 2008, Anu’s career started with
delivering digital marketing campaigns (mostly but not exclusively Paid Search) by building strategies, maximising ROI, automating repetitive processes and bringing efficiency from every part of marketing departments through inspiring leadership both on agency, client and marketing tech side.
Outside editing Search Engine Land article she is the founder of PPC networking event – PPC Live and host of weekly podcast PPCChat Roundup.
She is also an international speaker with some of the stages she has presented on being SMX (US), SMX (Munich), Friends of Search (Amsterdam), brightonSEO, The Marketing Meetup, HeroConf (PPC Hero), SearchLove, BiddableWorld, SESLondon, PPC Chat Live, AdWorld Experience (Bologna) and more.