What Are Intent-Based Assets and Why Do They Matter

Intent-based assets are ad components, including headlines, descriptions, images, videos, and CTAs, that Google’s AI uses to create messages that match a user’s real-time intent dynamically. Ads appear across Search, YouTube, Discover, Maps, Display, and Gmail. The goal is to select the assets and combine them in a way that best answers the user’s intent.

What does that mean in practice? The Orange 142 Media Solutions team created this resource to answer your questions.

Q: How do intent-based assets work PMAX, AI Max, and AI Search?

A: Google handles the bulk of intent detection. It draws from massive streams of real-time signals, including search queries and user behavior across YouTube, Discover, Maps, Display, and more, to infer what the user wants at any given moment.

When running a PMAX or paid search campaign, the brand (or the agency) supplies:

• Creative assets (ad copy, video, imagery)
• Conversion goals (purchase, sign-up, etc.)
• Optional audience signals (first-party lists, website behavior app usage, keywords, URLs, demographics, life events, search themes and so much more.)

Google’s AI then interprets user intent in real time, using dynamic ad assembly and responsive ad formats to combine the most relevant assets. The system places ads across its ecosystem based on predicted performance, optimizing continuously for relevance and conversion.

Learn more about Orange 142’s content development services »

Q: Why do intent-based assets matter?

A: They matter for several reasons:

• Relevance: Ads feel more helpful because they’re served at the moment the user either expressed or inferred intent
• Performance. Dynamic matching to intent drives higher conversion rates
• Efficiency. Wastes fewer impressions and lowers the bounce rate; scales without micro-managing targeting
• Privacy. Works without relying on third-party cookies, which are being deprecated

For instance, in higher education, intent-based assets can adjust dynamically based on whether a user searches for ‘MBA night programs’ or ‘online master’s in accounting.’ For e-commerce, Google’s AI might display product carousels, price points, and promotional copy if intent signals indicate the user is close to making a purchase. These real-world applications demonstrate how assets enhance relevance and conversions across various industries.

Q: What role do marketers and agencies play in AI Paid Search campaigns?

A: Even though Google controls the targeting and ad assembly, marketers still play a crucial role, including:

• Providing high-quality, intent-aligned creative assets
• Defining clear conversion goals
• Uploading first-party audiences or signals when possible
• Structuring landing pages and CTAs to reflect the same user intent that Google’s models are optimizing for

In this model, intent modeling is primarily conducted by Google, but marketers can help ensure their ads are displayed by aligning their assets and inputs with the types of behaviors and questions users express across Google’s surfaces.

While it’s true that Google has published best practices, they often take a one-size-fits-all approach. But different industries have different needs, goals, and KPIs. Agencies bring a more nuanced perspective, acting as intermediaries who advocate for the advertiser, rather than just relying on Google's automation. They can pressure-test platform recommendations, dig into black-box mechanics, and implement protective measures, such as excluding negative news placements, that generic guidance might overlook.

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Learn more about how Orange 142 structures PPC campaigns, builds performance marketing strategies, and develops high-quality content assets to power AI-driven ads.