A campaign can look like a gold-medal performance on paper and still fall short. What the 2026 Olympic ice dancing results reveal about marketing algorithms, Google Ads Quality Score, and performance marketing for universities may change how you measure success.
AI is rewriting the rules of Google paid search—and higher education marketers need to keep up. From AI overviews reducing ad visibility to Performance Max campaigns expanding reach across Google’s ecosystem, the old formula of keyword targeting is no longer enough. In this post, we break down the biggest changes shaping search, how AI is redefining campaign success, and why human strategy is still essential for enrollment growth.