Google Ads has quietly introduced a new Gmail integration that allows advertisers to apply campaign recommendations directly from their inbox. Emails now include an 'Enable your recommendations' button, which can instantly activate Google's suggestions without requiring the user to log into the platform.
This update was first spotted by Google Ads Coach Jyll Saskin Gales, who noticed how seamlessly the change could be made. Hovering over the button reveals that the process is frictionless. There is no confirmation page, no intermediary step, and no login prompt, just one click and the changes are live.
On the surface, this feature offers convenience. It removes a layer of admin, speeds up campaign adjustments, and gives busy marketers a way to stay on top of suggestions with minimal effort. However, that same ease of use raises serious concerns about oversight and control.
Google's automated recommendations can be helpful in many cases. They are driven by machine learning and often designed to improve campaign performance. But they are not always aligned with a business’s specific strategy, target audience, or budget constraints. Applying changes without reviewing them could lead to spending inefficiencies or campaigns veering off course.
Our PPC expert Fin had this to say: " I have no doubt a few lazy marketers will be celebrating this new feature, after all, it spares them the gruelling task of logging into Google Ads (a process that takes all of two minutes).
That said, I can see the practical value for busy marketers who might need to make quick adjustments on the go, perhaps from their phone between meetings. Still, it doesn’t quite sit right with me. The idea that you can approve significant changes to an account, including budget increases and campaign setting updates, with a single tap feels a little too convenient.
Some decisions deserve a bit more friction, so I don't think this will be a feature I’ll be using anytime soon."
This rollout has prompted concern across the industry. Many advertisers feel that while automation has its place, there should always be a layer of human review before decisions go live. The ability to make platform-level changes from an email inbox, with no friction, blurs the line between helpful and risky.
In a world where automation is growing, control and visibility are more important than ever. This update is a reminder to stay alert, question convenience, and always double-check before clicking. Google may have made things easier, but that does not always mean better.