In November 2024 Think with Google Google-Marketing Stratategies published an article where it announced that their AI cards have been rolled out to 100 countries or a staggering 1bln users on average.
We have previously discussed the meaning of such changes in content creation and Google Ads (search and beyond).
Nevertheless, these new updates also deserve a look at the budget aspect, which is always an issue for marketers in SMEs.
This article looks at the realistic impact on marketing budgets and offers insights to optimise the budget to maximise your reach and objectives.
The marketing budget shift
With the changes Google has anticipated and prepared marketers for since February 2024, marketing budgets may expect an increased Ad Spend.
Google’s innovations will likely push businesses to allocate more funds toward AI-driven campaigns such as Performance Max (PMax) and Discovery campaigns. These tools integrate effectively with AI-powered search dynamics, delivering personalized, multimodal user engagement.
As a consequence, these changes will move the focus to Visual Content. As search queries become more visual through tools like Lens, brands need to prioritise ad formats and content that leverage high-quality imagery and videos.
Therefore, SMEs may need to increase their marketing budgets by 10–20% to stay competitive.
Key investments should include:
- Automation tools that enhance targeting efficiency and provide valuable insights through analytics.
- AI-powered campaigns such as Performance Max for optimised performance.
- Advanced visual content creation, including optimised images and videos tailored for Lens queries.
Navigating Challenges for Small Marketing Teams
For small marketing teams, the rapidly evolving landscape of digital marketing can feel daunting, especially given the possible rising costs of doing paid ads.
The pressure to keep up can seem overwhelming. Yet, rather than stressing an already overwhelmed content production team or trying to add extra work, it would be wise to embrace AI for content management as well as content creation.
These tools are not aimed at reducing the human component but at enriching an existing marketing team while also allowing small teams to remain competitive without stretching limited resources.
For the sake of optimisation, therefore, we have compiled a small yet effective list of tools that should be invested in.
AI Tools to Maintain a Competitive Edge
In this fast-paced digital age, leveraging AI tools is no longer optional but essential for staying ahead. Here are some AI-driven tools that can help small teams streamline processes and enhance their marketing strategies:
- AdCreative.ai: We found this tool quite powerful. It specialises in generating a high number of creatives, and banners (both image and text and a combination of the two) that have the potential to generate high conversions. The ad creatives and banners, in fact, leverage AI to automatically test variations and fine-tune for optimal performance. For small teams, AdCreative.ai provides an efficient way to boost ad effectiveness without increasing workload—perfect for those with limited time or resources.
- Canva: Known for its user-friendly design capabilities, Canva is now enhanced with AI features like Magic Design. This tool simplifies the creation of visually captivating social media posts, and presentations, optimises text and helps to create and edit videos. Its intuitive interface helps small teams quickly adapt to the increasing importance of visual search, ensuring they stay on trend with evolving consumer behaviour.
- Jasper.ai: This AI writing assistant can be very useful for content creation. Jasper.ai generates high-quality, SEO-optimised copy for blogs, landing pages, and ads. By automating content generation, small teams can maintain a consistent flow of relevant content without needing a full-fledged content team.
- We also recommend always having human reviews: algorithms are becoming wiser and can detect, and block, completely AI-written content. This is what we recommend to never replace a content creator with AI but to make AI support your content creators.
- Clip Creator: this free-to-use HubSpot video creator is great for the creation of impactful short videos and gives a little bit of freedom for non-paying users to make changes. Definitely something to try!
Key Recommendations for Small Teams
To fully harness the power of AI, small marketing teams should consider these strategic actions:
- Leverage AI-Enhanced Google Ads Features: Features like Smart Bidding and broad match targeting allow for more efficient campaign management and better allocation of resources, making them invaluable for small teams with limited budgets.
- Embrace Visual-First Content: As visual search continues to rise, crafting visually engaging content is critical. Tools like Canva can help small teams create optimised visuals that resonate with the growing trend of Lens and visual-first search.
- Continuous Campaign Optimisation: Use data analytics to track performance and continuously refine campaigns. By staying agile and adjusting based on evolving user behaviour, small teams can ensure their marketing efforts remain relevant and impactful.
By integrating these tools and strategies, small marketing teams can harness the power of AI to keep pace with the ever-changing digital marketing environment. The key is to adopt these innovations thoughtfully, ensuring that your team stays both efficient and competitive in a landscape where agility and adaptability are more important than ever.
