Every day, marketing teams face a crucial decision: Should they rely on Google’s built-in AI tools or invest in custom solutions for specific ad campaign tasks? This debate is ongoing, with Google continuously enhancing its AI features for tasks like ad copy generation, headline creation, and image production. Meanwhile, specialized tools and custom solutions are thriving, raising questions about the effectiveness of Google’s AI.
Recent research highlights this tension. A 2025 study by Gherheș et al. found that AI-generated content can outperform human-created alternatives in certain contexts, but the quality varies based on implementation and purpose. Over 50% of users preferred AI-generated informative content over sensationalized approaches, emphasizing the importance of how AI is deployed rather than the technology itself.
Comparing Performance
A study by Ameet Khabra compared human-written versus AI-generated ad copy in Google Ads campaigns. Over eight weeks with a $500 budget, human-crafted ads outperformed AI-generated content significantly, achieving 60% more clicks, a 1.33% higher click-through rate, and a lower cost per click. The study attributed human copywriters’ superior performance to their understanding of audience emotions and creativity, elements AI still struggles to replicate.
Despite these findings, AI’s role in marketing continues to grow. The question isn’t whether AI will be part of advertising creation but how marketers can best leverage these tools to enhance campaigns. As AI capabilities evolve, marketers need practical guidance to navigate the landscape of available solutions.
AI-Generated Ad Copy
Google Ads offers AI tools like Automatically Created Assets, aiming to streamline ad creation by converting basic product descriptions into campaign-ready assets. However, testing these tools with a simulated video game business revealed inconsistent output quality and significant compliance issues, such as trademark infringement risks. This highlights a fundamental limitation in Google’s AI: while convenient, it lacks adequate safeguards for brand compliance.
Third-Party Ad Copy Creation
Unlike Google’s AI, third-party AI models like Claude, ChatGPT, and Gemini offer more sophisticated ad copy creation capabilities. In tests, these platforms produced higher-quality headlines for refurbished PlayStation 5 consoles, demonstrating superior context awareness and avoiding the issues seen with Google’s tool. The adaptability and refined understanding of marketing language these models provide make them compelling alternatives for marketers.
Image Generation
Google AI’s image generation faced challenges, producing inaccurate representations of branded items due to content restrictions. In contrast, third-party tools like ChatGPT delivered visually accurate images, demonstrating the potential of AI in image generation. While Google adhered to content restrictions, it failed to create valuable images for branded items, unlike ChatGPT, which successfully produced detailed images.
Video Creation Tool
Google’s video creation tool offers basic slideshow-style videos, lacking the polish of professionally produced content. This approach democratizes video ad creation but exposes a tradeoff between accessibility and creative quality. Third-party solutions like Canva and Qwen provide more engaging and professional video content, making them preferable for marketers seeking higher-quality outputs.
Product Image Improvements
Google’s Product Studio, designed for image optimization, struggled with accurate scene generation in tests. Free alternatives like Canva and remove.bg offer more reliable image optimization capabilities, providing clean cutouts and contextually appropriate displays. These tools outperform Google’s Product Studio in creating visually appealing product images.
The performance gap between Google’s native AI tools and third-party solutions underscores the tradeoff between convenience and creative quality. While Google’s tools offer integration efficiency, they come with creative limitations and potential legal risks. Marketers serious about campaign performance should leverage external AI solutions for creative development, importing these assets into Google’s platform.
As AI continues to evolve, successful advertisers will strategically select the right tools for each function rather than defaulting to in-platform options for convenience. The marketing advantage currently lies with those willing to explore beyond Google’s native AI for creative development.
Note: This article is inspired by content from https://www.searchenginejournal.com/google-ads-ai-vs-third-party-tools-comparison-google-ads-creatives/544826/. It has been rephrased for originality. Images are credited to the original source.