Some would say Google Ads is becoming more and more a self serving / learning channel able to do it all, almost all. Still, there are numerous data points and activation possibilities just ready and waiting on the business side of things. So this would be a story on which of these points can and should be used in our optimization efforts together with some useful examples and caveats using an ML SaaS platform even if not in the hands of a data scientist - or is it just too dangerous?