What Google’s AI Advertising Changes Mean for Your Lead Quality

Google is reinventing Search and Advertising using AI. With the rollout of Performance Max and now AI Max for Search campaigns, Google’s platforms are moving away from traditional keyword targeting and selection. That means you’re no longer picking the exact search terms your ads show up for. Instead, Google’s AI decides. It evaluates user behavior, intent, context, and then chooses how, when, and where your ads appear.

For advertisers, this creates a new challenge: If you can’t steer the targeting, how do you ensure the traffic and leads you’re paying for are truly valuable? As Google moves away from you maintaining control and hands the ad targeting reins to black box AI systems, it’s more important than ever to understand the quality of leads you’re receiving and share that feedback with Google. That’s where Scorpion’s Leads AI comes in.

Built into RevenueMAX, Leads AI analyzes every lead your campaigns generate, then scores, summarizes and qualifies each one in real-time. We don’t just look at whether someone filled out a form or called your business; we look at whether they were the right kind of potential client. Leads AI helps you understand which campaigns are driving leads that will turn into more revenue for your business and shares that data with Google to help train its AI to improve your campaign performance. In an ad world where you no longer choose all of your keywords to advertise for, that insight is everything.

This Isn’t the Future. It’s Already Happening.

If you’re still measuring Search advertising success on clicks, unique phone calls, and generic form fills, you’re not just behind. You’re wasting money.

The rules of the game have changed:

• Keywords are no longer your control lever.
• AI is deciding who sees your ads.
• Data is the only language AI understands.

With RevenueMAX and Leads AI, Scorpion helps you speak that language fluently.

Smarter Campaigns Start With Smarter Data

You don’t need to be a data scientist or an AI engineer. You just need a partner who understands how Google’s AI works and has the technology to feed it the right data signals.

That’s what we do at Scorpion, and it’s why Leads AI isn’t just a nice-to-have but the cornerstone of advertising success in an AI-first world.

Want to see how Leads AI works for your business?
Let’s talk about how we can help you turn more of your marketing into revenue.