Google advertisers can now push campaign changes via Gmail

A new Gmail integration that lets you enable Google Ads recommendations with a single click directly from your inbox, was discovered by sharp-eyed Google Ads Coach Jyll Saskin Gales.

How it works. Advertisers are now seeing emails from Google Ads that include a prominent Enable your recommendations button. Hovering over the button reveals how frictionless the process is. You don’t even need to log into the platform.

Why we care. Google is making it easier (or rather too easy) to apply automated recommendations – potentially changing campaign settings or budgets – with just one click from Gmail. While this streamlines workflow, it also increases the risk of unintentionally applying changes that don’t align with specific goals or strategies. The convenience is powerful, but more powerful is the need for caution.

Between the lines. Google’s AI-driven recommendations can boost campaign performance. However, they aren’t always aligned with a business’s specific goals or budget constraints.

When asked whether clicking this button takes you to a page to confirm, Gales replied, saying she hadn’t tested this yet due to the risk, but one of her clients reported that the recommendations just get implemented with no middle step to confirm.

• “I didn’t click on this one, as it’s a client’s account, not my own. But I’ve had clients click on the links in these emails before, and they’ve said it just does it. I can’t personally confirm, though – too risky!”

What advertisers are saying. Several advertisers are understandably not happy with this update. PPC News Feed Founder Hana Kobzová, thought it was an April Fools’ Day joke.

• “Pretty sure my calendar says July, but it feels like a second April Fools’ Day this year.”

Director of Paid Search Lori Gilstrap suggests advertisers create their solutions to circumvent automations like this:

• “That’s why agencies need a script in place to know if these changes are happening. Too many things can go wrong if Auto-Apply or all the other recommendations are enabled. It’s unfortunate Google continues sending these emails out!”

And Microsoft Ads Liaison Navah Hopkins tactfully suggests advertisers look beyond Google when it comes to paid search:

• “This feels like an appropriate time to remind folks about the ad platforms beyond Google.”

Bottom line. One-click actions are tempting, but smart advertisers know: read through, then verify, then implement.