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When to use Hero AI versus the campaign wizard

Hero Marketer has two main surfaces, and the split is simple. The campaign wizard builds and launches new Google Search campaigns. Hero AI handles questions, recommendations, and changes to campaigns that already exist. Hero AI cannot create a campaign. That happens only in the wizard. They overlap in a few subtle cases, which this page maps.

Use the campaign wizard to create a new campaign​

The campaign wizard is the right surface when:

  • You start a new campaign. The wizard walks you through targeting, keywords, the monthly budget, and copy, and launches a live campaign at the end.
  • You add a new product or geo. Build a fresh campaign for it. Do not try to evolve an existing campaign through chat.
  • You build a campaign for the first time. The wizard takes you through its steps so you do not skip the inputs that matter.

The wizard is for action: it produces a launched campaign at the end. The wizard creates Search campaigns, Performance Max and Demand Gen campaigns with Category search, and retargeting campaigns on Search or on Demand Gen. Hero AI cannot create a campaign or an ad group, so anything that means "make a new campaign" belongs here. For the other changes that Hero AI cannot make, see Actions Hero AI can take.

Use Hero AI to understand, decide on, or change a live campaign​

Hero AI is the right surface when:

  • You interpret what happens. Why CPA went up, which campaign performs best, where the bottleneck is.
  • You decide between options. Should I pause this campaign or lower its budget? Is keyword X worth keeping?
  • You want a recommendation. What should I change to lower CPA? What is the best move this week?
  • You want to change a live campaign. Pause it, add negative keywords, change its budget or bidding, or apply new ad copy to an underperforming ad group. Hero AI runs these after you approve them. It can also draft a landing page wireframe for your designer. See Actions Hero AI can take.
  • You need a summary. How do things look? Pull up last month's performance.

Where the two surfaces overlap​

A few cases where the right surface is not obvious.

Add keywords to a campaign​

Both surfaces can add keywords, depending on what kind of "add" you mean:

  • Add negative keywords to suppress wasted spend. Hero AI handles this directly. Ask it to mine your search terms for waste, read what it surfaces, and approve the change. It adds the negatives to Google Ads for you.
  • Add new positive keywords to expand reach. Hero AI can research keyword clusters for a seed keyword and country, but the cleanest place for a new cluster is a new campaign built in the wizard. The wizard runs its own keyword research and builds one ad group from the cluster that you pick. It cannot add an ad group to an existing campaign. If you add loose keywords to an existing campaign, that tends to muddy what is already working. See Research keywords in chat.

New ad copy for a live ad group​

Hero AI handles this. Ask it to draft new ad copy for the ad group, read the headlines and descriptions, and approve the change. It creates the new RSA in Google Ads for you, paused, so you can check it first. To start the ad, ask Hero AI to enable it, or enable it in Google Ads. When Hero AI updates an existing ad, the ad stays live. The wizard only generates ad copy as part of building a new campaign.

Ideas for a new campaign​

Use Hero AI for the brainstorm: "What kind of campaign should I run next? What clusters or angles haven't I tested?" Then use the wizard to build whatever you decide on.

Hero AI can also plan a full campaign in chat. Ask "Build me a campaign for email marketing software in the United States, end to end." Hero AI does keyword research, then writes ad copy for the recommended ad group, then offers a landing page wireframe. For a competitor, paste the competitor's URL to get a competitor campaign brief. See Plan a competitor campaign.

Neither plan creates anything in Google Ads, and neither fills in the wizard. Build the campaign in the wizard, which creates Search campaigns, Performance Max and Demand Gen campaigns with Category search, and retargeting campaigns on Search or on Demand Gen.

Whether a keyword is worth bidding on​

Hero AI can tell you what currently works in your account, and the Keyword Research Agent can pull estimates for each new keyword cluster. Use both to decide, then build the campaign in the wizard.

Whether to increase your budget​

Hero AI is good at the analysis: does the campaign hit your CPA target? Is it losing impression share to budget? Is there room to scale? If you prefer to make the budget edit by hand, it happens in Google Ads. Otherwise, ask Hero AI to make the change and approve the card it stages.

The simple rule​

To create a new campaign, use the wizard. For everything else, for example analysis, recommendations, and edits to live campaigns, use Hero AI.

What neither surface does​

Worth restating:

  • Neither replaces strategy. Both optimize within the constraints you set. Neither runs your planning for you.
  • Neither sees your CRM, sales pipeline, or revenue. Conversion tracking in Google Ads is the boundary. Hero Marketer has no CRM or billing integration.
  • Hero AI runs only what its tools support. Bigger structural changes, for example restructuring targeting, conversion tracking setup, or billing edits, still need a human in Google Ads. Hero AI flags those with detailed instructions instead of an approval card.

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