Thursday, July 30

📧 4 Email Mistakes That Are Quietly Killing Your B2B Pipeline

Wrong sender name. Weak preheader. A CTA that says "Register" instead of "Save my spot." No test to show you what buyers actually respond to.

Jay Schwedelson, founder of SubjectLine.com, breaks all four down on August 11th. Bring your tired templates. Leave with fixes you can launch the same day. It's free.

📅 August 11 | 12 PM CST | Free

👉 Save my spot

⚡️ Today’s Headlines ⚡️

🦾 X debuted Build Mode. The Grok AI mode allows users (currently available only in early beta for SuperGrok Heavy subscribers) to create and share websites, apps, games, and interactive dashboards with simple text language prompting.

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✏️ Meta can now rewrite text on your ad images. The update to Meta’s Advantage+ Creative Text Generation options includes the ability to swap text in images with AI-generated text.

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🏷️ Google rolled out AI content labels in asset studio. The new AI content labels give advertisers a new way to disclose when image and video assets have been generated or modified using AI, designed to specifically help advertisers comply with emerging global AI transparency regulations.

💡 Today’s Insight 💡

Putting Google Ads AI Max’s automated ad copy to the test

🗞 TL;DR - Google Ads AI Max has the capability to create assets for you, which can take a huge weight off having to customize ads for every single ad group. But they’re only useful if they’re effective… so, Search Engine Land and Adalysis put the question to the test, along with recommendations on how to run the experiment yourself.

💡 Insight - The test aimed to evaluate how AI Max's text customization performs in real-world Google Ads campaigns by comparing Google's AI-generated ad copy against carefully optimized human-written assets. The results were mixed: AI-generated copy proved useful for expanding long-tail coverage and scaling creative, but it often underperformed human-crafted messaging in mature, highly optimized campaigns.

In one eCommerce test, enabling AI Max initially appeared to improve campaign metrics. However, deeper analysis revealed that AI Max was cannibalizing impressions, clicks, and conversions from other campaigns, leading to a decline in overall account revenue rather than true incremental growth. After adding more keywords, tightening negative keywords, and refining audience targeting, performance improved in a follow-up test.

The article also highlights challenges for B2B advertisers. When Google generated ad copy freely, it sometimes removed messaging that intentionally filtered out consumer traffic. Human-written assets that emphasized B2B qualifications and value propositions remained more effective for attracting the right audience.

The broader lesson is that AI-generated creative should be treated as a starting point alongside strategic, human-led copywriting. AI excels at generating variations and covering incremental search demand, but marketers still need to provide positioning, audience qualification, and brand messaging. Google's own documentation notes that AI Max generates assets using your existing ads, landing pages, and website content, making human input quality critical.

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