Create faster, test smarter: how AI is changing search campaign management

It’s almost a cliché to say that artificial intelligence is revolutionizing digital marketing. The fact is, however, that AI has only recently become a true partner in campaign creation and optimization, rather than just a tool supporting analytics. Microsoft is making particularly especially effective use of this potential! Thanks to the advanced integration of generative AI in Microsoft Advertising, advertisers gain new opportunities to create ad content faster and test it at scale to achieve better results without increasing resources.

We actively apply these solutions at Salestube when designing campaigns for clients, aiming to stay ahead of the competition in both speed and performance.

From copy to creative: how generative AI supports marketers

Microsoft Advertising has transformed its ad panel into a modern creative studio. Generative AI supports the marketing team in, among other things:

• creating ad headlines and descriptions,

• selecting graphics for campaigns,

• optimizing the team’s working time.

In other words: less time spent on manual copywriting, more time for analysis, iteration, and strategic development.

The system can automatically propose dozens of headline and description variants tailored to keywords and landing page content. Even if some suggestions aren’t ready for immediate use, they provide a solid starting point for further A/B testing.

AI in Microsoft Advertising also supports ongoing content optimization - it analyzes the effectiveness of different ad variants and recommends changes, such as adding another headline or a new call to action (CTA).

Generating and editing graphics: faster, cheaper, more precise

What, until recently, required help from a graphic designer or stock assets can now be done directly in Microsoft Advertising’s panel:

• Image generation based on a prompt - type what you need, and AI will create a unique image consistent with your vision.

• Editing existing graphics - change the background, add elements, adjust colors.

Such images are ready to use in Audience campaigns, Search ads like Multimedia Advertising, and Performance Max.

Microsoft launched these tools ahead of the competition, becoming the leading provider for marketers who value efficiency and access to the latest technologies in their advertising efforts.

Copilot - your personal assistant in Microsoft Advertising

Microsoft Advertising is not just about automating copy and creatives. With Copilot, users gain a personal assistant that:

• helps find the right functions in the ad panel,

• generates campaign performance summaries,

• suggests settings and actions based on goals.

Just type in your goal or what you're trying to find, and Copilot will guide you.. This is especially useful for teams just getting started with the Microsoft Advertising environment.

What does this mean for business?

1. Faster time-to-market - less time on creative production, more on execution.

2. Greater scalability - easier testing of multiple variants.

3. More efficient use of team resources - less manual work, more strategy.

4. Stronger personalization - content dynamically matched to the user and their intent.

You don’t need to create more. You just need to create smarter.

In the era of AI marketing, winners aren’t those who do the most, but those who test and optimize the fastest. Microsoft Advertising today offers real support in this process: from creation, through optimization, to campaign management. With Copilot and generative AI, you can focus on what truly drives results - strategy, analysis, and competitive advantage.

If you’d like to discuss how to implement these solutions in your company, we’re here for you.