Understand its recommendations
Hero AI's responses read like polished prose, but underneath they're built from data lookups and reasoning steps. Knowing which part of an answer is a measured fact and which is the model's interpretation tells you what to act on directly and what to verify first. The short version: trust the specific numbers, test the causal claims.
Where the answer comes from
Hero AI builds every answer from three sources:
- Live Google Ads data. Performance metrics, keyword lists, ad copy, and extensions for your active account, pulled fresh when you ask. This is the most reliable layer, any number Hero AI cites comes from here.
- Your product context. What Hero Marketer learned about your product during onboarding, who buys it, the jobs they hire it for, your category, objections, plus any edits you've made since. When Hero AI references "your customers" or "your product," it's drawing on product context.
- General knowledge of Google Ads and B2B SaaS. Built into the model. Useful for framing, but not specific to your account.
When Hero AI explains why something is happening, that explanation is the model reasoning over the live data and its general knowledge, not a measured fact.
Some reports carry extra interpretation rules:
- Landing page reports group tracking-URL variants into real destination pages first; keyword rows in that report come from URL tracking parameters when present. See Read landing page reports.
- Simulation results are Google's historical simulation points for a bid, budget, Target CPA, or Target ROAS change. Treat them as planning evidence, not a promise of future results.
- Click diagnostics are narrow, single-day checks, useful for lead quality, GCLID, or traffic quality questions, but too noisy for a normal campaign audit.
What's a measured fact versus an inference
Every recommendation mixes two kinds of statement, and they earn different levels of trust:
- Observations are facts pulled from your account. "Your CPA on the alternative to jira campaign is $245 over the last 14 days" is an observation. You can confirm it in the dashboard. Trust these.
- Inferences are conclusions Hero AI draws from the observations. "The high CPA is likely driven by a few high-cost keywords that aren't converting" is an inference. It might be right, might not. Verify these before acting.
- Simulation points sit between the two: they come from Google Ads, but they describe modeled tradeoffs from historical data. Act on them only when observed performance points the same way.
How Hero AI weights what it finds
Hero AI doesn't treat every blip as equally meaningful. It checks whether a finding holds across three time windows, the current period, the prior period, and a longer historical baseline, and weights its recommendations toward the findings that hold up:
- A finding consistent across all three windows is usually structural and worth acting on.
- A finding that shows up in a single window only may revert on its own. Hero AI flags it as worth watching, and often says it's too early to act and proposes when to re-check.
The supporting evidence section under each recommendation shows the per-window figures, so you can confirm which case you're looking at.
When a recent change in your account lines up in time with a metric shift, Hero AI scores that change as a primary suspect, a secondary factor, or ruled out, so you can see exactly what it's attributing the move to, and revert the right thing rather than pausing the affected campaign.
How to verify before acting
Three quick checks before you act on a recommendation:
- Cross-check the dashboard. Hero AI's numbers should match what the dashboard shows for the same date range. A mismatch is usually a date-range or filter difference, not a data error.
- Open Google Ads. For recommendations about individual keywords, the search terms report and the performance view for each keyword are the source of truth. Hero AI summarizes; Google Ads shows the underlying rows.
- Ask Hero AI to show its work. "What specific keywords are you talking about? Show me the numbers." It lists the keywords and metrics behind the recommendation.
When recommendations are reliable, and when they're not
Hero AI's recommendations are more reliable when:
- The campaign has at least 100 clicks and 10 conversions of data.
- The time window is at least 14 days.
- You've stated a goal, so it knows what to optimize for.
They're less reliable when:
- The campaign is less than a week old.
- Volume is low, under roughly 50 clicks per week.
- Conversions are low or zero, in which case Hero AI often says "not enough data."
When Hero AI is wrong
Hero AI is wrong sometimes. The common failure modes:
- It misses context outside Google Ads. A CPA spike might come from an industry shift or a competitor's launch that Hero AI can't see.
- It overweights recent data. A weekend dip can look like a trend if Hero AI only checked the last 5 days.
- It can be confidently wrong. Polished prose makes a guess sound like a finding. Treat specific numbers as facts; treat causal claims as hypotheses to test.
When Hero AI is wrong, push back: "Are you sure that's what happened? What's the underlying data?" That usually surfaces the gap, or makes Hero AI correct itself.
What to do with a recommendation
Most recommendations come with one of two paths:
- Hero AI runs it for you. Some changes have an action button, pause a campaign, add a negative keyword, draft and apply new ad copy, redraft landing page copy. You review and confirm before anything changes. See Actions Hero AI can take.
- You run it in Google Ads. For changes Hero AI can't make, restructuring targeting, editing conversion tracking, the recommendation gives you detailed instructions to follow yourself.
Two rules of thumb regardless of path:
- For changes you're unsure about. Test on one campaign first, give it a week, then evaluate.
- For big strategic moves. Killing a campaign, restructuring targeting, doubling a budget, get a second opinion. Ask Hero AI to argue the opposite ("What's the case for not doing this?") or run it past your team before you confirm.