Google Ads AI vs. Third-Party Tools: Which is Best for Ad Creatives?
Marketing teams constantly face a critical choice: use Google Ads' built-in AI tools or invest in third-party solutions for ad creatives? This article compares both, focusing on ad copy, image, and video generation.
AI-Generated Ad Copy: A Quality Gap
Google Ads' AI aims to simplify ad creation by converting product descriptions into ad copy. However, tests reveal inconsistencies, compliance issues (like trademark infringements), and irrelevant messaging. Third-party AI tools like Claude, ChatGPT, and Gemini offer more sophisticated copywriting, adapting to brand guidelines and avoiding the pitfalls of Google's native tool. While Gemini sometimes struggles with character limits, Claude and ChatGPT consistently deliver high-quality, compliant ad copy.
AI Image Generation: A Visual Divide
Google's AI image generation faces limitations with branded products, often producing inaccurate or irrelevant visuals. Third-party tools like ChatGPT excel in creating realistic images, even capturing product details. While Qwen, a Chinese-based AI, offers decent results, it often has a distinct "AI look." For non-branded images, Google AI improves but still struggles with text and proportions. ChatGPT consistently delivers superior image quality and accuracy.
AI Video Generation: Slideshows vs. Dynamic Content
Google Ads' video tool creates basic slideshows, lacking the engagement of professional videos. Third-party options like Canva provide dynamic templates and stock footage for more polished results. Qwen, from Alibaba, leverages AI to create smooth animations and transitions, surpassing Google's static offerings. Sora, by OpenAI, also offers cost-effective video generation with impressive AI capabilities.
Product Image Enhancement: Refining Visuals
Google's Product Studio, while offering background removal and scene creation, struggles with accuracy. Free alternatives like Canva and remove.bg provide more reliable background removal, while GIMP offers advanced editing for scene composition.
The Verdict: Third-Party Tools Prevail
Google Ads' integrated AI tools offer convenience but fall short in quality and accuracy compared to third-party alternatives. For superior ad creatives, marketers should leverage external AI solutions and then import those assets into Google Ads. This hybrid approach combines the best of both worlds: high-quality creatives and Google's powerful targeting capabilities.
The future of AI in marketing belongs to those who strategically choose the right tools for each task. For now, third-party AI solutions offer a clear advantage for creating compelling and effective ad creatives.
More Resources:
