If you’ve been keeping up with Google Marketing Live events, you’ve likely heard buzz around terms like the “Power Pair” and, more recently, the “Power Pack.” While these certainly look like fancy marketing terms, Google says they represent the strategic vision for how advertisers can best leverage AI to maximize campaign performance across its vast network.
But what’s the real story behind these strategies?
First Came the “Power Pair”: A Dynamic Duo with…Mixed Reviews?
Cast your minds back to Google Marketing Live 2024. This is where Google rolled out its “Ads Power Pair.” The concept was to strategically combine AI-powered Search campaigns (think Broad Match + Smart Bidding) with Performance Max campaigns. The promise was enticing: a reported average of 27% more conversions or conversion value at a similar CPA/ROAS for advertisers who adopted this approach. The idea was for Search to catch high-intent queries while Performance Max cast a wider net across Google’s channels.
However, this “Power Pair” didn’t quite hit the mark for everyone, partly due to the then-limited reporting capabilities within Performance Max, which, thankfully, have recently seen major improvements.
Enter the “Power Pack”: The Next-Gen AI Advertising Medley
Fast forward to Google Marketing Live 2025, and Google introduced the evolution: the “Power Pack.” This is pitched as Google’s next generation of AI-powered campaign solutions, supposedly tailor-made for the brave new world of multi-modal search experiences. This updated strategy now bundles three campaign types:
- An upgraded Performance Max (PMax)
- AI Max for Search campaigns
- Demand Gen campaigns
The aim? To elevate performance, particularly across Search and YouTube.
Decoding the “Power Pack” Components
Let’s see what’s under the hood of this new trio:
- Upgraded Performance Max: PMax is still a main character, but it’s had a bit of a glow-up with features like Channel Performance Reporting for a clearer view across all Google channels and full search terms reporting. Plus, the negative keyword limit has been bumped up to a whopping 10,000, giving a bit more of that control advertisers have been asking for.
- AI Max for Search Campaigns: This is Google’s big swing at a more AI-driven search. Think of it as a supercharged blend of Dynamic Search Ads and broad match, aiming to understand user intent beyond just keywords. As an example that came directly from Google, AI Max might show an ad for an “electric vehicle and seven seats” when someone searches for “electric SUV for a large family,” even if the advertiser didn’t target that specific phrase. The aim is to let AI find those untapped queries.
- Demand Gen Campaigns: These are your go-to for sparking interest on Google’s visual stages like YouTube, Discover, and Gmail. Demand Gen is getting some cool new features, including potential Maps inventory integration to help drive foot traffic, and a New Customer Acquisition Goal with options to focus on high-value new customers or only new customers.
While the idea of cross-platform integration has generated some positive buzz, not every marketer is completely sold on AI’s ever-expanding presence in their campaigns.
ADDEN’s Playbook: Navigating Google’s AI Strategies
So, how do you make sense of all this “Power Pack” wizardry? Here are our thoughts:
- AI is Here, Use It (Wisely): The overarching message is to let AI take on more. For Search, that means getting comfortable with Broad Match and keeping an eye on AI Max for Search.
- PMax as Your All-Rounder: Performance Max is designed to cover all of Google’s ground. Feed it good quality, varied assets and clear goals. Don’t forget those crucial PMax audience signals!
- Demand Gen for Discovery: Use Demand Gen to build awareness and capture attention on those visually-driven platforms, if you have the budget for it. Our experiments with it have been a bit lacking, but more testing is required.
- Your Data is Jet Fuel (AI Data Strength): Google’s AI is hungry for your first-party data. Connecting your website, app, and CRM data gives the AI more to learn from.
- Creative Still Counts (AI Content Strength): Good creative is vital. While AI tools like Performance Max Generative AI can help, your brand’s unique voice and strong calls to action are irreplaceable.
- Test, Tweak, Repeat: The digital landscape is always shifting. Continuously test and adapt your campaigns. But remember to let the tests run for a good period of time (at least 2 weeks) before making any decisions.
Google is certainly betting big on an AI-driven future, with updates from GML 2025 even pointing towards upcoming “agentic” capabilities in Google Ads – think AI suggesting campaign structures and generating creatives with tools like a “Marketing Advisor” Chrome extension. The aim is to simplify, automate, and, well, let Google’s AI take the wheel more often.
Google claims significant uplifts from these AI systems, but as many seasoned PPC pros know, real-world results can vary wildly. Will the “Power Pack” truly live up to the hype for everyone, especially those with tighter budgets who, as some analysts suggest, might find it a stretch to run this full-funnel AI strategy? Only time, and a lot of rigorous testing, will tell. We’ll be keeping a close eye on how these tools actually perform in the wild, beyond the polished presentations.
Feeling like you need a guide through this ever-evolving AI maze? Our expert PPC Management services are all about cutting through the noise and finding what genuinely works to grow your business.