Google Ads AI: Ask Your Account Questions

AI on top of Google Ads is useful when it reads your real campaign and keyword numbers and uses one definition of each metric. It is risky when it guesses. Here is how to tell the difference.

By Ed · Published October 25, 2026 · 7 min read

Twenty-five years starting companies, consulting, owning a multi-million-dollar P&L and leading business intelligence for large enterprises.

Yes, you can ask an AI questions about your Google Ads account in plain English, and the answers are trustworthy only if the AI is calculating from your actual campaign and keyword rows and using one fixed definition of each metric. That is the whole test. Everything below is how to apply it.

If you want the manual reporting version first, see the Google Ads report guide. This post is about asking questions instead of building a report each time.

Where AI on ad data goes wrong

There are three failure modes, and they have nothing to do with how clever the model is.

No data. A general chat assistant that has never seen your account will give you a confident paragraph about "improving Quality Score" that applies to anyone.
Inconsistent arithmetic. Cost per conversion computed as an average of daily values and as a ratio of sums are different numbers. An assistant that picks one on Monday and the other on Friday gives you two answers to the same question. The reason is explained in CPA vs CPL, and why your number is wrong.
Silent truncation. If the data it holds is capped or filtered, the totals will not match the account, and nothing will tell you.

So before you trust any AI answer about spend, do the check in the last HowTo step: compare one total with the interface.

The questions worth asking

Good questions name a metric, a grouping and a period. These are the ones that tend to change what you do next:

How much did we spend each month this year, and how does it compare with the same month last year?
Which campaigns had the best and worst ROAS last month, and how much did each spend?
What was our cost per conversion by campaign over the last 30 days?
Which keywords spent the most last quarter without a single conversion?
Which ad groups have rising cost per click and falling click-through rate over three months?
Did conversions fall because clicks fell, or because the conversion rate fell?

The last one is the useful kind. A drop in conversions has two separate causes, and the fix is different. Fewer clicks points at bids, budget, or impression share. A lower click-to-conversion rate points at the landing page, the offer, or tracking. An AI that can decompose a change this way saves you the hour you would spend in pivot tables.

Define the metrics once

The most valuable setup step is boring: write each metric down once and make everything use it. For Google Ads that is short.

Spend            SUM(cost)
Conversions      SUM(conversions)
ROAS             SUM(conversion value) / SUM(cost)
CPA              SUM(cost) / SUM(conversions)
CPC              SUM(cost) / SUM(clicks)
CTR              SUM(clicks) / SUM(impressions)

Each ratio sums the numerator and the denominator first, then divides. A campaign that spent 5 and a campaign that spent 5,000 should not count equally in an average, and a ratio of sums prevents that. This post shows the same trap for click-through rate.

How Quiriz answers these from your account

Quiriz has a Google Ads connector, currently in beta. You sign in with Google, choose one ad account, and Quiriz reads the last 13 months into datasets that refresh daily. The connector is read-only and included in paid plans. Google's consent screen asks for full access to Google Ads because Google offers no read-only option; Quiriz only reads reports and never changes your campaigns.

What lands in your workspace:

Campaigns: status, channel type, bidding strategy and daily budget.
Campaign performance: one row per campaign per day with impressions, clicks, cost, conversions and conversion value.
Ad group performance: the same measures per ad group per day.
Keyword performance: monthly, with match type, keyword status and quality score, for up to the 100,000 keywords with the most spend.

The metrics are defined once in Company Context: Google Ads spend, impressions, clicks, conversions, conversion value, ROAS, CPC, CTR and CPA. The ratios are ratios of totals, so a question about CPA by campaign, by month or for the whole account all agree. Example questions you can ask as written:

"Which campaigns had the best ROAS last month?"
"What was our cost per conversion by campaign in the last 30 days?"
"Which keywords spent the most without converting last quarter?"

Answers show the table behind them, so you can check the figures and the grouping rather than take a sentence on trust.

A worked example: a falling conversion count

Suppose conversions fell from 120 to 90 month over month. Illustrative numbers: clicks went from 4,000 to 3,900 and the conversion rate from 3.0 percent to 2.3 percent. Clicks barely moved, so the fall is almost entirely a conversion rate problem. That points you at the landing page, a tracking change, or a shift in which keywords got the clicks, and away from bids and budget. Ask the same thing of the data in three steps: conversions by month, clicks by month, then conversions divided by clicks by month for each campaign. The campaign where the rate fell furthest is where you look first. An AI that does this arithmetic from your rows in seconds is genuinely useful; one that offers a theory without the three tables is not.

Honest limits

Conversions are as Google Ads counts them. They follow the conversion actions and attribution settings in your account, so they will not match your store or CRM exactly. Why they never match explains the gap.
No search terms or auction insights. The connector does not read the search terms report, auction insights, or ad and asset level results. It reads campaigns, ad groups and keywords.
No device, location or hour segments. Rows are by day or month and by campaign, ad group or keyword.
Thirteen months, refreshed daily. Google restates recent conversions, so Quiriz re-reads the whole window each day instead of appending. Yesterday's numbers can still move.
One ad account per connection. An agency running many accounts connects each one.

If you manage ads for clients, Quiriz for paid media and Quiriz for agencies describe how this fits a reporting routine. For the next step after asking questions, see building a Google Ads dashboard by asking.

Ask your Google Ads account a question

Connect an ad account, or load an export, and ask which campaigns earned their spend last month. Quiriz shows the table behind every answer.

Try Quiriz free →

Frequently asked questions

Can AI analyze my Google Ads account?

Yes, if it has access to the real numbers. A chat assistant with no data can only describe concepts. One that reads your campaign, ad group and keyword rows can rank campaigns by ROAS, find keywords that spend without converting, and compare months. The accuracy depends on whether it calculates from rows or estimates from memory, so ask it to show the table it used.

Is it safe to connect Google Ads to an AI tool?

Check what the connection is allowed to do. Google Ads offers a single permission that Google describes as full access, with no read-only option on its consent screen. A tool should state plainly that it only reads reports and never edits campaigns. Quiriz does read only, and says so before sign-in, but you should ask the same question of any tool.

Why does AI give me a different CPA each time I ask?

Usually because the metric is not defined in one place. One answer averages the daily CPA column, another divides total cost by total conversions, and the two differ. Fix it by defining CPA once as summed cost over summed conversions and having every answer use that definition.

What can AI not tell me about Google Ads?

It can only answer from the data it can see. If search terms, auction insights or asset-level results are not in the data, any claim about them is a guess. A good tool says so instead of improvising.

Does AI replace the Google Ads interface?

No. The interface is where you change bids, budgets and keywords. AI is useful for the reading and comparing that comes before those decisions, especially across many campaigns or several months at once.