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Will the Google Ads campaign service die? Will agencies lose their job after PMax become more automated? So this is the debate which is going on. All the freelancers, marketers, professionals, and agencies are sweating out there, oh my God, we won't have any work. In fact, it is the complete opposite. They can automatize, they can automate, and they can AI as much as they want. If you don't have the right creative to test, the algorithm cannot do anything.

So you need to test, you need to create videos, you need to create good graphics and then keep testing them. And then you will find that it is starting to work really well. Unfortunately, most people don't do that. They just throw a handful of images and expect miracles, which doesn't happen very often. So PMax is a very interesting campaign. Obviously, it's made it very easy, but then we have the flexibility to test a lot of things. There are only two things audiences and creatives. And you need to marry them together.