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Ever since I started working in the digital marketing industry over two decades ago, I have seen the rise and fall of different strategies firsthand. Back in 2005, I still recall how my team used to be extremely meticulous about choosing the perfect keywords and optimising campaigns to the smallest possible detail. Back then, manual bidding combined with timing and location targeting gave us a major competitive advantage over our competitors. The early strategies were simpler, as they focused on truly understanding the audience.
Every keyword, ad copy, and campaign was designed to genuinely resonate with people. However, today, the phenomenon of automation has completely transformed the Google Ads landscape. More than just impacting how ad campaigns are managed, almost all the processes that used to allow for detailed, hands-on control are now completely guided by AI. With 2026 on the horizon, it is time to employ the right strategies that take you ahead rather than hold you back. I am Tony John, the founder and CEO of SpiderWorks, and in this blog, we’ll explore seven outdated Google Ads strategies that no longer deliver results.
Google Ads continues to evolve rapidly with new features, smarter automation, and more sophisticated user behaviour. If you’re still applying any of the strategies below, it’s time to update your approach.
Phrase match used to be the foundation for digital advertisers aiming to expand their reach without exceeding the limits. However, relying too much on phrase match can limit your campaign’s performance, especially with the rise of Google’s AI-driven Smart Bidding and advanced intent signals. Moreover, it may deliver traffic that isn’t fully relevant and restrict the algorithm’s ability to optimise.
As 2026 arrives, I recommend using exact match keywords, as they offer more precision. I have also observed that broad match, paired with smart bidding, often determines user intent more effectively. The best approach here is to let Google’s automation handle audience expansion and bidding, while you oversee high-value, exact-match keywords to make sure that your campaigns remain ROI focused and efficient.
Performance Max campaigns have become a favourite for many performance marketers, as they offer broad reach, strong automation, and the ability to tap into multiple Google networks at once. But completely avoiding Standard Shopping campaigns is a major mistake many advertisers make. While PMax is powerful, Standard Shopping gives you the clarity and control that automation cannot provide. Moreover, Standard Shopping gives you product-level insights, transparent reports, and better control over where and how products appear. I recommend combining both PMax and Standard Shopping in 2026, with one to scale your reach and the other to maintain precision and visibility.
Also read, Types of Google Ads - Which is Right for You?
GA4 is one of the core analytical tools in the whole of digital marketing. But entirely relying on this one tool for the main conversion metric can impact the Smart Bidding performance. Compared to GA4 events, which are processed with delays, Google Ads native tracking provides real-time signals that assist in better bidding. I recommend all marketers use GA4 for audience building and secondary reporting, while keeping Google Ads conversions as the primary source for Smart Bidding. Accuracy and promptness of conversion data are critical for automating optimisation.
Performance Max campaigns typically favour branded searches, as they can inflate campaign ROAS without growing incremental traffic. Our experts at SpiderWorks recommend segregating branded terms into dedicated campaigns for better budget allocation, accurate bidding, and improved performance measurement. One thing that marketers should emphasise in 2026 is to appropriately segregate branded traffic while utilising automation for non-branded searches. This can help in maximising incremental reach.
I still remember when manual segmentation of campaigns into dozens of micro ad groups was considered to be one of the best ad practices. However, it is not possible today, as automation thrives on larger data sets. Today, over-segmentation can extensively degrade the algorithm’s ability to optimise properly, causing wasted spend. Modern strategies focus more on broader and well-structured campaigns, giving AI the power to fine-tune targeting and optimisation across audiences, devices, and demographics.
I have observed that static texts are avoided like the plague today. However, Responsive Search Ads allow Google’s AI to test multiple headlines and descriptions, choosing the best combination that can drive the best conversions. This means your ads can adapt in real time to user intent, device type, and search behaviour. Advertisers who still cling to the old expanded text ad format are missing out on countless benefits of machine learning. In 2026, I recommend accepting RSAs to make your ads more flexible, optimised, and intent-oriented.
Manual bidding and rigid budgets belong to yesteryear. Today, using automated budgets, Smart Bidding, and AI adjustments helps campaigns improve conversions, ROAS, or CPA much more effectively. I highly recommend against solely relying on manual control, as it can negatively impact performance, waste, and limit the potential growth of the campaigns. Trust the tools to stay ahead in 2026’s competitive digital landscape.
As Google Ads continues to grow with AI and automation, the main step for businesses to succeed in 2026 depends on how quickly they adapt to this new reality. In Google Ads, the platform, tools, and tactics that once guaranteed results are no longer relevant. Success today comes from understanding how AI and automation work in the sector. Businesses or organisations that hold on to conventional systems are at high risk of falling behind competitors who practice smarter and more modern advertising strategies.
As one of the leading PPC advertising agencies in Kerala, SpiderWorks offers the services of our Google Ads specialists and analysts to craft campaigns that are efficient and highly performance-driven. Take the next step towards smarter advertising with SpiderWorks. Partner with us today, and we guarantee you the full potential of Google Ads in 2026 and beyond. Contact us today to schedule a free meeting with our Ads specialists.
