Ad manager warns AI may misjudge business goals in Google Ads

The manager highlights that high click-through rates do not guarantee sales, as users may click on mismatched ads. For example, AI might expand the keyword "sweet snack" to include ice cream or fruit, whereas humans would associate it with baked goods. The manager advocates for a hybrid approach: using AI for fine-tuning and speed, but keeping humans in control of defining what constitutes a "good result" and setting safety limits. In one instance, when the cost per conversion rose to 9,000 yen, the manager resisted increasing the budget and instead investigated automation changes and market conditions. The cost eventually returned to the 7,000 yen range without drastic changes, demonstrating the value of human judgment in maintaining focus and avoiding panic-driven decisions.