07/17/2025 - AI in Action: Smarter Ads & Custom GPTs for Business Growth

On this Innovation Call, Noah Parks and Vance Courtney shared actionable insights on using AI to improve PPC advertising and streamline business operations with custom GPTs. The session explored Google’s AI-driven ad platform, prompt engineering techniques, and practical steps for automating tasks through tailored AI tools.

Noah Parks introduced Google AI Mike, a new AI-driven PPC system that prioritizes user intent over keyword matching. He shared how AI will dynamically generate ads and optimize landing pages based on user queries, aiming to improve conversions. Parks emphasized the need for high-quality websites and closed-loop reporting to enhance AI learning. He also touched on optimizing Google Business Profiles and using natural language in AI content creation.

Vance Courtney followed with a session on building custom GPTs, highlighting the importance of prompt engineering using his RACE framework (Role, Action, Context, Execute). He demonstrated how to build specific GPT tools—such as one for real estate analysis—by focusing on precise inputs and iterations. Vance also explained features like conversation starters and knowledge base uploads, and encouraged teams to explore AI automation for repetitive tasks and departmental SOPs.

Throughout the session, both presenters engaged with participants, answered questions, and shared actionable resources. The call concluded with encouragement to apply these innovations within business workflows and an open invitation for ongoing support.