Since you can ask our AI assistant virtually anything, it's helpful to have a way to structure your thinking about what it can do.

This article provides exactly that, a practical framework for categorizing the assistant’s capabilities and showing how you can apply them to the Google Ads accounts you’ve linked to TrueClicks.

The 7 capabilities of your AI assistant

Let's start with the most common way to categorize analytics:

Descriptive analytics is the simplest form of analytics and the foundation for all others. It transforms raw data into trends, summaries, and visualizations, answering the question, “What happened?”
Diagnostic analytics answers the next question: “Why did it happen?” Investigating and explaining why performance changed, trying to identify root causes.
Predictive analytics answers the question: “What will likely happen?” It projects likely outcomes based on current trends, pacing, and logical scenario analysis. Please note that LLM-based prediction may be reasoning-driven, not statistically modeled, so it's best suited for directional guidance rather than precise forecasts.
Prescriptive analytics answers the question: “What should we do?” It suggests actionable ways to improve results, preferably prioritized by their potential impact.

But, as you know, an LLM can do more than analyze data. As a PPC specialist, you may also want to use the following AI-powered capabilities:

The Generative capability answers the question: "What could we try?" Generating fresh ideas, content, ad copy, or strategies that aren’t pulled directly from current data, but are informed by it.
The Educative capability answers "How does this work?" For more junior specialists, it can be helpful to have an AI assistant explaining concepts, features, and best practices.
The Communicative capability answers the question "How do I convey this?" Transforming, formatting, simplifying, or translating information for different audiences, formats, or languages.

All together, that gives you seven great ways to use our AI assistant:

PPC areas where you can apply these capabilities

While we're pretty confident that the previous categorization is exhaustive (and even MECE), there are dozens of PPC areas to which you can apply these capabilities.

For now, let's start with the seven below, which should cover most of your use cases.

PPC area	What it covers
Performance	Metrics, KPIs, (wasted) spend, conversions, efficiency, pacing, quality score
Creative	Ad copy, messaging, assets, landing page experience
Structure	Campaigns, ad groups, (negative) keywords, targeting, campaign settings, account organization
Compliance	Policies, brand safety, disapprovals, naming conventions
Competitive	Auction insights, impression share, competitor dynamics
Audience	Demographics, segments, remarketing lists, customer match, audience behavior
Measurement	Conversion tracking, attribution

Applying the capabilities to your PPC data

Below, you'll find tables with examples of how you can apply the AI assistant's capabilities to different PPC areas.

Please note that the example prompts are shortened for legibility. We will publish in-depth articles soon, featuring specific and proven prompts that you can copy and paste for each capability.

For now, try to make your prompts as specific and context-rich as possible for the best results.

Applying the descriptive capability

PPC area	Example prompts (shortened)
Performance	Summarize last month's spend, conversions, and CPA by campaign. Visualize key metrics in a graph for the past 3 months. Write an executive summary with 3 wins and 3 setbacks based on last month's data.
Creative	List all active headlines and descriptions across RSAs, along with their corresponding performance metrics.
Structure	Map out the current account hierarchy, campaign settings, and keyword organization.
Compliance	Audit which campaigns are missing recommended extensions or have disapproved ads.
Competitive	Summarize impression share trends and auction insights over the past quarter.
Audience	Break down conversion rates and average order value by age, gender, and household income.
Measurement	Show conversion paths, assisted conversions, and time lag by campaign List all primary conversion actions for this account, including the number of conversions for each.

Applying the diagnostic capability

PPC area	Example prompts (shortened)
Performance	Explain why ROAS dropped 25% last week.
Creative	Identify which headline themes correlate with higher CTR and assess copy quality against best practices.
Structure	Analyze why a specific ad group has poor quality scores and whether the structure follows best practices.
Compliance	Identify why specific ads were disapproved and whether the account meets platform best practices.
Competitive	Explain why the overlap rate with Competitor X increased.
Audience	Explain why remarketing audiences convert at 3x the rate and whether audience coverage is sufficient.
Measurement	Explain discrepancies between Google Ads and GA4 conversion counts and assess if the current model is appropriate.

Applying the predictive capability

Keep in mind that the assistant doesn't have access to industry benchmarks or economic indicators and may not use robust statistical forecasting for its projections.

PPC area	Example prompts (shortened)
Performance	Forecast month-end conversions based on current pacing and historical patterns.
Creative	Estimate which ad variations are likely to fatigue based on impression frequency and performance trends.
Structure	Project how splitting a campaign by device or match type would affect performance control.
Compliance	Flag ad copy at risk of future policy violations based on recent enforcement patterns or ambiguous language.
Competitive	Anticipate how increased competitive activity in auction insights might pressure CPCs next quarter.
Audience	Estimate potential reach and likely performance of a new in-market or affinity segment.
Measurement	Estimate how switching from last-click to data-driven attribution would shift conversion credit across campaigns.

Applying the prescriptive capability

PPC area	Example prompts (shortened)
Performance	Recommend budget reallocation across campaigns to maximize conversions within total spend.
Creative	Recommend which underperforming RSA headlines to replace.
Structure	Recommend restructuring campaigns to separate brand and non-brand traffic for better budget control.
Compliance	Recommend specific fixes to resolve disapprovals and prevent recurrence.
Competitive	Recommend bid strategy adjustments to defend impression share in high-value auctions.
Audience	Recommend audience exclusions or bid adjustments based on segment performance data.
Measurement	Recommend attribution model changes based on typical conversion lag and cross-campaign touchpoints.

Applying the generative capability

PPC area	Example prompts (shortened)
Performance	Propose experiment designs to test different bidding strategies or budget distribution approaches.
Creative	Generate new headline and description variations Write scripts for video ads Brainstorm new messaging angles.
Structure	Suggest new campaign concepts for untapped objectives, such as competitor conquest or customer retention.
Compliance	Draft policy-compliant rewrites of disapproved ads that preserve the original intent.
Competitive	Generate positioning angles and messaging strategies to differentiate from specific competitors.
Audience	Brainstorm new audience hypotheses worth testing based on product positioning and customer insights.
Measurement	Design measurement frameworks or propose incrementality test structures to validate channel impact.

Applying the educative capability

PPC area	Example prompts (shortened)
Performance	Explain the difference between Maximize Conversions and Target CPA bidding strategies.
Creative	Explain how RSA asset combinations work and what "ad strength" actually measures.
Structure	Explain when to use single-keyword ad groups versus themed ad groups and the associated trade-offs.
Compliance	Explain Google's trademark policy and what types of claims trigger ad disapprovals.
Competitive	Explain what outranking share means and how auction insights data is calculated.
Audience	Explain the difference between observation and targeting mode for audiences.
Measurement	Explain how data-driven attribution works and when it's preferable to rules-based models.

Applying the communicative capability

PPC area	Example prompts (shortened)
Performance	Transform this performance data into an executive summary for the CMO.
Creative	Translate this ad copy into Spanish, French, and German while preserving intent and tone.
Structure	Create a visual diagram of the account structure for client onboarding documentation.
Compliance	Summarize compliance issues and required fixes in a checklist format for the implementation team.
Competitive	Create a competitive landscape summary for the quarterly business review presentation.
Audience	Simplify this audience performance breakdown for a non-technical stakeholder.
Measurement	Create a plain-language explanation of attribution for stakeholders unfamiliar with the concept.

How to Use the AI Assistant: A Practical Framework