Google’s back in the kitchen, and the seasoning of choice is, once again, AI.

A fresh dash of it: Merchant Center just gained more AI features, including summary insights, a search box with suggested queries, and a section for your previous chats.

This means less clicking around to figure out what your feed is doing. Handy for anyone drowning in diagnostics.

Some manual control, for once: A new setting in Performance Max lets you exclude specific household income brackets right at the campaign level.

For industries like luxury, finance, or auto, income can be a real purchase signal and value brands can drop high earners instead.

It’s only been spotted in a European campaign so far, so sit tight.

Editor levels up: Google Ads Editor 2.13 brings AI Max to Shopping campaigns, finally closing the gap with Search and PMax.

Bulk managers can now configure AI-powered Shopping features offline, no web-interface detours required. It’s the standout for PPC folks who practically live in Editor.

Notice a pattern? Google’s quietly threading AI through every last corner of its ad stack.