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Actions Hero AI can take

Hero AI can do more than answer questions. It can make a change in your Google Ads account itself. Every change stops first as an approval card in the chat, and runs only after you click Approve and apply. Other requests hand off to a specialist agent for ad copy, landing page copy, or keyword research. Some changes still need a human who works in Google Ads.

Hero AI never changes your account on its own.

Ask Hero AI to make a change​

You do not have to wait for a recommendation to offer one. Tell Hero AI what you want changed, in plain English:

Pause the alternative to jira campaign

Set the daily budget on Brand Search to $80

Add "free" and "jobs" as phrase match negatives on the competitor campaign

Hero AI resolves the campaign, ad group, ad, or keyword you named, then stages the change for your approval. On a direct instruction it does not run an investigation first. If the entity or a value is ambiguous, for example two campaigns match the name you used, or you did not say what the new budget is, Hero AI asks one short question instead of guessing.

An advisory question is not an instruction, but it can end with an approval card. "Should I raise this budget?" starts a deep dive, which takes about 3 minutes. If the answer recommends a change that Hero AI can make, an approval card comes after the answer. Nothing runs until you click Approve and apply. When you already know the change that you want, ask for it directly. Hero AI then stages the card at once, with no investigation.

How an approval works​

Every Google Ads change takes the same path:

  1. Hero AI stages the change. A card appears in the chat headed Needs your approval, with a plain English description of the exact change: the campaign, the new value, the specific keywords.
  2. You click Approve and apply, or Not now. A declined change shows "You declined this change," and nothing reaches Google Ads.
  3. The change runs. The card shows "Applying the change…" while Hero Marketer writes it to Google Ads, then "Applied:" with the description.

The buttons are the only way to approve. Typing "yes," "confirm," or "do it" in the message box does not run a staged change. This is deliberate. A change to a live account takes a click on the card that describes it, not a word a model has to interpret.

Two more details:

  • The buttons lock while a response streams. Wait for the turn to finish, then approve. The card stays where it is.
  • One turn can raise several approvals. When you ask for a batch of related changes, each change gets its own card. Approving one card does not approve the rest. Nothing runs until you answer every card in the group. Click Approve and apply or Not now on each card. Then the approved changes run.

Heads up warnings before you approve​

Before a budget, bidding, status, or keyword change, Hero AI checks the same change log the scheduled automations write to. When something is worth knowing, it adds one short line above the approval card, for example "Heads up: a scheduled automation raised this budget 3 days ago."

Three checks run:

  • This entity changed recently. Hero AI or a scheduled automation made the same kind of change to this campaign, ad group, or keyword in the last 14 days. A second change this soon makes the effect of either change hard to read.
  • The weekly budget cap. Scheduled automations and rules already raised this campaign's budget by 50% or more in the last 7 days.
  • A brand term. A keyword or negative keyword in the change contains your brand name. Scheduled automations refuse to touch brand terms, because blocking your own brand is expensive and hard to notice.

These warnings never block a change. They are the facts you need, and the decision stays yours: Approve and apply, or Not now.

Undo a change Hero AI made​

An applied change shows an Undo button on its card when Hero Marketer recorded what it needs to reverse the change. Click it, and Hero Marketer rolls the change back in Google Ads and shows "Change reverted."

Undo is available for:

  • Adding a negative keyword.
  • Raising or lowering a daily budget.
  • Pausing a keyword.
  • Raising or lowering a Target CPA.
  • Raising or lowering a Target ROAS.
  • Switching the bidding strategy.
  • Applying ad copy.

When one card added several negative keywords, Undo removes all of them. If Undo shows an error, check the negative keyword list in Google Ads. Google Ads can remove some of the keywords before the error. After this error, Undo cannot finish the change. Ask Hero AI to remove a negative keyword that is still there.

These changes have no Undo button:

  • Pausing or enabling a campaign, an ad group, or an ad.
  • Enabling a keyword.
  • Adding or removing targeted keywords.
  • Removing a negative keyword.

To reverse one of those, ask Hero AI for the opposite change, or edit it in Google Ads.

Hero Marketer also records each change that Hero AI applies in Automation history (/automations). The default view shows scheduled automations only. To see the changes that Hero AI made, set the Automation filter to Hero AI. Automation history opens only while daily checks run. To undo a Hero AI change, use the Undo button on its card in the chat. See Automation history.

Undo applied ad copy​

The Undo button on an applied ad copy card works in one of two ways:

  • An updated ad. Undo puts back the headlines, descriptions, pins, final URL, and display path that the ad had just before the change. This replaces any later change to them, including changes that you made in Google Ads.
  • A new ad. Undo removes the new ad from its ad group. Google Ads cannot restore a removed ad. Undo also removes a new ad that you enabled after Hero AI created it.

Changes Hero AI runs directly​

These are the changes Hero AI can write to Google Ads, grouped by what they touch. Each one raises its own approval card.

Status changes

  • Pause or enable a campaign. Cut off spend on an underperformer, or bring a healthy campaign back online.
  • Pause or enable an ad group. Take one ad group down. It does not affect the rest of the campaign.
  • Pause or enable an individual ad. Use this when one ad in a rotation drags down ad strength.
  • Pause or enable an individual keyword. Silence a single keyword, for example a high spend term that does not convert. You do not have to remove it from the ad group.

Keywords

  • Add or remove targeted keywords. Add positive keywords to an ad group with the match type (and optional CPC bid) you specify, or remove ones that do not earn their spend. Hero AI sets a CPC bid only when it adds a new keyword. It cannot change the bid of an existing keyword or ad group.
  • Add or remove negative keywords. Mine your search terms report for waste and add negatives at the campaign or ad group level, or remove negatives that now block traffic you actually want.

Budget and bidding

  • Change the daily budget. Raise or lower the campaign's daily budget.
  • Adjust Target CPA or Target ROAS. Change the target inside your current bidding strategy.
  • Switch the bidding strategy. Move the campaign onto a different strategy, for example from Maximize Clicks to Target CPA once you have enough conversion data, or from a manual strategy to an automated one.

For budget and target changes, Hero AI may show Google's simulation points before it recommends a number. Those points are evidence for the tradeoff, not an automatic change.

Ad copy

  • Apply ad copy. Approve the card, and Hero AI creates a new responsive search ad in the ad group, or updates an existing ad. A new ad is created paused. The card says "Responsive search ad N created as paused. Enable it when ready." To start the ad, ask Hero AI to enable it, or enable it in Google Ads. An updated ad stays live. To reverse applied ad copy, click Undo on the card. See Undo applied ad copy.

Two limits on money changes​

  • Shared budgets stop the change. In Google Ads the amount lives on the budget, not on the campaign. So a change to one campaign's shared budget changes it for every campaign that uses it. Hero AI refuses that change and tells you how many campaigns share the budget. Hero AI cannot change a shared budget. Give the campaign its own budget in Google Ads, then ask again. Or change the shared budget in Google Ads.
  • Absolute ceilings on the numbers. One change cannot set a daily budget above 10,000, a Target CPA above 10,000, or a CPC bid above 1,000. These numbers are in the currency of your Google Ads account, not US dollars. A Target ROAS cannot go above 10,000%. These are a backstop against a magnitude slip, not a budgeting policy. Make a larger change in Google Ads.

Recommendations that hand off to a specialist agent​

Some recommendations hand off to a specialist agent inside the chat. You will see a progress indicator while the agent works through its steps. Then you see the result.

Ad Copy Agent​

When a recommendation flags weak ad creative, Poor ad strength, Below Average ad relevance, too few headlines, or low Quality Score driven by relevance, Hero AI offers to draft new ad copy. If you accept, Hero AI hands off to the Ad Copy Agent.

The Ad Copy Agent reads your product context with its proof and offers, the ad group's keywords, real search terms, and your existing copy. When the keywords for a new campaign, or your request, are about one angle of your product, such as one platform or one audience, it first writes a version of your product context for that angle from your website. For an existing ad group, it does this only when your request names the angle. Then it writes 15 headlines and 4 descriptions for that ad group. Read the brief, then approve the card. Hero AI applies the exact headlines and descriptions that you read. A new ad starts paused. An updated ad stays live.

The Ad Copy Agent follows the same copy rules as the campaign wizard. The keywords decide when a headline states your proof or an offer, word for word, and one description says how the product does the job. Each headline is only as long as its claim needs. See How AI generates ad copy. A rating, an award, a certification, a customer count, or a result comes only from your proof list or from the current ad. An offer comes only from your offers list or from the current ad. New lines are in sentence case. When Hero AI updates an ad, new lines use the case of the lines that it keeps. The wizard removes a line with a number that no input states, but Hero AI does not. So read each line of the brief before you approve it.

A new ad pins each headline group to one position: keyword headlines to position 1, benefit headlines to position 2, and CTA headlines to position 3. An updated ad keeps its pins. If every headline of the updated ad is pinned, with two or more headlines in each position, Hero AI pins each new headline to the position of its group. Otherwise, Hero AI does not pin the new headlines.

A new ad also gets a display path, with up to 15 characters in each of its two parts. Hero AI uses the display path of the current ad when it has one. If not, Hero AI uses the main keyword of the ad group, in lowercase words joined by hyphens, for example project-management and software. A new ad in a Competitor ad group gets no display path. The display path is visible ad text, and it must not carry the name of a competitor.

How Hero AI reads ad strength​

Ad strength is Google's checklist of the number and variety of the headlines and descriptions of an ad. It is not part of the auction: Google does not use ad strength for Ad Rank, Quality Score, or bids. So Hero AI treats Average or Good ad strength as fine. Poor ad strength is worth a fix when it comes from keywords that the headlines do not cover, or from too few headlines. Hero AI does not tell you to unpin lines, or to add keyword variants, only to raise the score.

Poor ad strength on a pinned ad​

An ad is pinned by group when every headline is pinned and positions 1, 2, and 3 each have two or more headlines. New ads from Hero Marketer are pinned by group. Pins can lower ad strength. Google does not use ad strength for Ad Rank, Quality Score, or the auction.

So Poor or Average ad strength on an ad that is pinned by group does not cause an offer for new copy. Hero AI tells you that the pins cause the score. Hero AI offers new copy for that ad only when its click-through rate or ad relevance is also weak.

The Ad Copy Agent writes responsive search ads for Search campaigns only. It does not write Performance Max assets. The campaign wizard writes the long headlines of a new Performance Max campaign. See Create a Performance Max campaign.

You can also ask directly:

Write new ad copy for my [campaign name] campaign

Landing Page Agent​

When a recommendation flags a post click experience issue, low landing page experience score, an ad to page message mismatch, or strong CTR paired with weak conversions, Hero AI offers to redesign the page. If you accept, Hero AI hands off to the Landing Page Agent.

The Landing Page Agent reads your existing page. It reads up to 3 pages on your site. It combines the page with your product context, keyword themes, and ad copy. Then it drafts a full section by section wireframe: copy, layout, and visual placeholders. You can copy the wireframe straight into Google Docs and hand it to a designer. The Landing Page Agent drafts the copy and structure. It does not deploy a live page. See Landing page redesign.

Keyword Research Agent​

For new keyword opportunities, Hero AI hands off to the Keyword Research Agent. Give it seed keywords or a web page, and a target country. The Keyword Research Agent gets keyword ideas and historical metrics from Google. If you do not ask for something different, it keeps only high intent keywords and returns up to 3 keyword clusters of up to 10 keywords each. It follows your request, for example competitor terms, one segment, or a number of clusters. The first cluster is the recommended ad group. Each cluster has a reason, and the result also shows negative keyword ideas and the keywords that it left out.

Research keywords for "email marketing software" in the United States

Est. clicks and Est. budget are Hero Marketer's own estimates, not a Google forecast. They assume that the ad shows for 80% of the searches and that 5% of those people click. They also assume that a click costs the middle of Google's low and high top of page bids. You can also paste up to 1,000 keywords to get Google's search volume and bids for exactly those keywords, or ask Hero AI to put your keywords into clusters. See Research keywords in chat.

Keyword research in chat does not create a campaign. To launch one, open the campaign wizard. The wizard runs its own keyword research and builds one ad group from the cluster that you select.

What still needs a human in Google Ads​

Some changes are out of Hero AI's reach by design. When a recommendation needs one of these, you get detailed instructions to run in Google Ads instead of an approval card:

  • Bids on existing keywords and ad groups. Hero AI sets a CPC bid only when it adds a new keyword.
  • Location, device, ad schedule, and network settings. This applies at every level.
  • Performance Max asset groups and assets. Hero AI reads them, but most Performance Max fixes come back as steps for Google Ads.
  • Shared budgets. Hero AI refuses a budget change when more than one campaign uses the budget.
  • Restructure campaign targeting. Reorganize ad groups, split one campaign into several, or merge campaigns.
  • Conversion tracking setup or fixes. Add conversion actions, debug tag firing, or change attribution.
  • Billing edits. Payment methods, tax info, and account billing changes.
  • Settings for the whole account. Auto tagging, negative lists that apply across the account, and parallel tracking.

You cannot create a new campaign or ad group in chat. Build new campaigns in the campaign wizard instead. See When to use Hero AI versus the campaign wizard.

For each of these, Hero AI tells you exactly what to click and what values to set, but the click happens in Google Ads.

The rules every change follows​

  • You see the exact change before it runs. The specific keywords, campaign, or ad copy text, not a vague "I'll fix it."
  • You approve it with a click. Hero AI never assumes consent, and prose in the message box never stands in for the button.
  • You can stop an active response. While Hero AI responds, the send button at the right of the message box shows a spinner. Click it to stop. You pay for the work done up to that point.

If Hero AI stages a change you did not expect, click Not now and push back. "Why are you doing that?" or "Show me the underlying data" surfaces what it based the change on.

Next​