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Mediaworks Digital MasterclassAuthor: Mediaworks
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MW 211: AI, Automation and Paid Media: How to Protect ROI When Platforms Take Control
Wednesday, 15 July, 2026
AI, Automation and Paid Media: How to Protect ROI When Platforms Take ControlOn 17 August, Google is changing how Smart Bidding behaves when campaigns are limited by budget.Advertisers who’ve been consistently outperforming their ROAS targets could soon see costs rise as Google spends more budget to move performance back towards the target. That’s exactly what the update is designed to do, the question is whether that behaviour also improves your business.More spend, more conversions and lower CPA can all look positive on a dashboard while profitability moves in the opposite direction.In this session, we’ll explain what Google’s update means, who’s most affected and how to make sure your bidding strategy is optimising for commercial performance, not just platform efficiency.What you'll be able to do after the session:What Google’s August Smart Bidding update actually changesUnderstand which campaigns are affected, why costs may increase and what the update means for your bidding strategy.How to make AI work for your businessLearn how better conversion data, value based bidding and clearer commercial objectives help steer automation towards profitable growth.How to protect ROI as automation increasesDiscover practical ways to monitor AI driven campaigns, identify where budget is being wasted and keep human judgement in the loop without switching automation off.All attendees can request a FREE Digital Performance Audit, powered by Mediaworks' proprietary measurement framework. The audit shows whether your paid media activity is genuinely building commercial value or just generating cheaper-looking metrics that flatter the platform. It benchmarks your activity across seven areas: Visibility, Traffic, Paid Traffic, Engagement, Search Demand, Content Performance and Competitor Positioning.You'll receive a clear view of where automation may be wasting budget, the gaps eroding your margin, and the priority changes that will turn efficient-looking spend into measurable commercial performance.
