e-dialog develops AI agents for search campaigns
In-house innovation of the digital agency maximizes quality in search engine marketing
e-dialog’s Search Ads experts will now be supported by a new colleague. It is an AI agent that the digital agency developed itself. The SEA agent is intended to consistently ensure and increase the quality of campaigns in Search Engine Advertising.
As a Google Premium Partner, e-dialog is among the top three percent of agencies in the German-speaking region. The Search Ads team has already used AI chatbots like Gemini or ChatGPT to support campaign creation. With the SEA agent, the company is now taking a step further. After a briefing, the AI solution independently develops a complete campaign setup for Google Ads. The agent researches keywords and writes headlines, callouts, and snippets. The finished dynamic campaign is output as a structured table, which is reviewed by our SEA experts, approved by clients, and imported into Google Ads.
We deliberately designed the SEA agent as a tool for our internal experts. The AI helps to avoid errors that can occur when manually setting up complex campaigns. However, without the strategic input and critical eye of our experienced team, the agent would not produce a usable campaign. Only together can specialists and AI achieve the highest quality.
The SEA agent emerged from the collaboration of two departments within the agency: Media & Campaigns and Cloud & Data Science. As a Google Cloud Partner, e-dialog has access to Google’s entire AI toolset, such as Vertex AI and Agentspace. In recent years, the company has also built a twelve-person team of data scientists, prompt engineers, and system architects who implement customized AI solutions for clients.
When top people from campaigning and tech solve a specific problem together with the latest tools, something great comes out of it. With the SEA agent, we have internally proven the best practices that we also implement for our clients.
The SEA agent brings together skillset, toolset, and mindset: the idea came from campaigning practice, the implementation from the Cloud team. Behind it is the innovative spirit of an agency that is never satisfied with the status quo.
Photo credit portraits: Katharina Schiffl
Photo credit illustration: e-dialog
