When to use Hero AI versus the campaign wizard
Hero Marketer has two main surfaces. The campaign wizard creates new campaigns. Hero AI handles questions, recommendations, and changes to campaigns that already exist. They overlap in subtle ways, so this article maps when to use which.
Use the campaign wizard when you want to ship a new campaign
The wizard is the right surface when:
- You're starting a new campaign. Targeting, keywords, copy, and launch in one flow. The wizard ships you to a live campaign at the end.
- You want to add a new product or geo. Build a fresh campaign. Don't try to evolve an existing campaign in chat.
- You're producing a campaign for the first time. The wizard's three-step structure makes sure you don't skip the inputs that matter.
The wizard is for action. It produces something concrete (a launched campaign) at the end.
Use Hero AI when you want to understand, decide, or improve a live campaign
Hero AI is the right surface when:
- You're trying to interpret what's happening. Why CPA went up, which campaign is performing best, where the bottleneck is.
- You're deciding between options. Should I pause this campaign or lower its budget? Is keyword X worth keeping?
- You want a recommendation. What should I change to lower CPA? What's the highest leverage thing to do this week?
- You want to make a change to a live campaign. Pause it, add negative keywords, redesign the landing page, draft new ad copy for an underperforming ad group. Hero AI can execute these directly with your confirmation. See Actions Hero AI can take.
- You need a summary. How are things going? Pull up last month's performance.
Where they overlap
A few cases where it's not obvious:
"I want to add some keywords to a campaign."
Both surfaces can do this, depending on what kind of "add" you mean.
- Adding negative keywords to suppress wasted spend. Hero AI handles this directly. Ask it to mine your search terms for waste, review what it surfaces, and confirm. It adds the negatives to Google Ads for you.
- Adding new positive keywords to expand reach. Hero AI can research clusters for a seed keyword and country, but the cleanest place to put a new cluster is a new campaign or ad group built through the wizard. Adding loose keywords to an existing campaign tends to muddy what's already working.
"I need new ad copy for a live ad group."
Hero AI handles this. Ask it to draft new ad copy for the ad group, review the headlines and descriptions, and confirm. It creates the new RSA in Google Ads for you. The wizard only generates ad copy as part of building a brand new campaign.
"I need ideas for a new campaign."
Use Hero AI for the brainstorm: "What kind of campaign should I run next? What clusters or angles haven't I tested yet?" Then use the wizard to build whatever you decide on.
"I want to know if a keyword is worth bidding on."
Hero AI can tell you what's currently working in your account, and can pull cluster-level estimates for new keywords through its keyword research assistant. Both feed into a campaign you'd then build with the wizard.
"Should I increase my budget?"
Hero AI is good at the analysis (is the campaign profitable, is the cluster saturated, is there room to scale). Bid-strategy and budget changes happen in Google Ads if you want a hands-on edit; ask Hero AI to apply changes if it offers an action button on the recommendation.
A simple rule
If you're shipping a new campaign, use the wizard. For everything else (analysis, recommendations, edits to live campaigns), use Hero AI.
Both are limited
Worth restating:
- Neither replaces strategy. They optimize within constraints you set.
- Neither has visibility into your CRM, sales pipeline, or revenue. Conversion tracking in Google Ads is the boundary.
- Hero AI executes only what its tools support. Bigger structural changes (restructuring targeting, conversion tracking setup, billing edits) still need a human in Google Ads. Hero AI flags those with step-by-step instructions instead of an action button.