Effectiveness of AI-Based Personalized Advertising on Consumer Buying Behaviour: Evidence from Google Ads and Social Media PPC Campaigns

Artificial Intelligence (AI) has rapidly transformed the digital marketing landscape by enabling businesses to deliver highly personalized advertisements and automated PPC campaigns based on consumer interests, browsing patterns, and online behaviour. The present study examines the effectiveness of AI-based personalized advertising on consumer buying behaviour with special reference to Google Ads and Social Media PPC campaigns among consumers in Bikaner city, Rajasthan. The study is empirical in nature and is based on primary data collected from 300 respondents through a structured questionnaire using a five-point Likert Scale. Advanced statistical techniques such as Reliability Analysis, Factor Analysis, Correlation Analysis, Regression Analysis, ANOVA, and Structural Equation Modeling (SEM) were applied for data analysis and hypothesis testing. The findings reveal that AI-based personalized advertisements significantly influence consumer engagement, purchase intention, consumer trust, and online buying behaviour. The study further indicates that Google Ads and Instagram advertisements are comparatively more effective in influencing consumer decisions and enhancing conversion behaviour. AI-driven targeting and automated PPC strategies were also found to improve advertisement relevance, customer experience, and overall digital marketing effectiveness. The study contributes to the growing literature on Artificial Intelligence and digital advertising in the Indian context and provides valuable implications for marketers, businesses, and digital advertisers regarding effective implementation of AI-enabled advertising strategies for improving marketing performance and customer engagement.