Outdated PPC Tactics Are Dead. 4 PPC Strategy Principles to Dominate Your Market in 2025

AI & Automation

AI-driven automation is at the heart of many successful PPC strategies. Instead of manually updating pay per click bids, adding negative keywords or juggling multiple ad networks marketers can let machine learning do it for them. This frees you up to focus on higher level marketing strategy like aligning your PPC advertising with a broader content marketing strategy.

• Why It Works: AI-driven platforms adapt to changes in search engine results and user behavior almost instantly so your Google Ads or Bing Ads stay competitive without constant oversight.

PRO TIP

Make sure your Google Analytics accounts are up to date and any third party tools are fully integrated. Quality data is key to effective AI-driven optimisation

If you're looking to get the most out of your Google Ads campaigns, working with a specialist Google Ads agency could be the key to unlocking greater ROI.

Smart Bidding

Smart bidding strategies like Target CPA or Target ROAS automatically adjust ad spend based on signals from the search engines and user interactions. They can outperform manual bidding methods, adjusting faster to changes in search engine advertising or market fluctuations.

• Why It Works: Automated bids analyse everything from device type (including mobile devices) to search query trends helping each text ad or responsive ad perform at its best.

PRO TIP

Combine smart bidding and server-side tagging to track and optimise conversion performance with greater accuracy. Unlike the more basic Google Analytics tracking, server-side tagging reduces data loss from ad blockers and browser restrictions, ensuring more reliable attribution. Regularly refine your approach by analysing high-performing long-tail and relevant keywords while adding negative keywords to filter out low-intent traffic.

Performance Max Campaigns

Performance Max campaigns combine Google Ads features into one campaign, spreading budget across the search network, Display, YouTube and more. This unified approach captures users at multiple points in the user journey, from search engine results pages to browsing discovery feeds.

• Why It Works: By centralising data Performance Max tailors ad messaging to each channel. Insights from your Google Ads account will show you which specific PPC campaigns are resonating with different audience segments so you can refine relevant landing pages and ad copy in response.

PRO TIP

Make sure your Performance Max campaigns are closely tied to your Google Analytics data. That way you can track user engagement, conversions and micro-conversions like ad clicks or sign ups.

Data-Driven Attribution (DDA)

Data-driven attribution evaluates everything in your ad campaigns and channels that assisted a conversion, from the initial search query to the final click. It gives you a full view of what really drives success beyond the limitations of last-click attribution models.

• Why It Works: You’ll see how different ad groups, keywords and ad extensions play unique roles in converting users. That makes it easier to allocate your ad spend where it really matters.

PRO TIP

Use DDA to highlight underperforming ad space or channels. Sometimes meta ads or other ad networks contribute more than expected at critical points in the funnel especially when part of an effective PPC strategy for retargeting.

Dynamic Search Ads (DSAs)

Dynamic Search Ads automatically craft headlines and match user search queries to relevant landing pages on your site, even if you haven’t targeted those specific keywords. DSAs help you capture valuable traffic that traditional keyword research might miss.

• Why It Works: DSAs scale with your site’s content, making them great for large catalogs or frequently updated listings. They also ensure higher ad visibility by matching ads to new segments that your manual setups could easily overlook.

PRO TIP

Keep an eye on your negative keywords when using DSAs to avoid irrelevant matches. Pair DSAs with well structured ad groups to ensure a cohesive experience- across all your PPC campaigns and overall performance.

Target Audience

Effective audience segments without third-party cookies means relying on first-party data – like customers’ browsing habits, purchase history or newsletter sign ups – to refine your ad messaging. Tools like Google Analytics and CRM systems help you build precise, privacy compliant segments based on behaviour, demographics or interests.

• Why It Works: When you focus on real user data from your own channels your search ads and video ads will be far more relevant. You can also add negative keywords and long tail keywords to filter out low intent traffic and maximise conversions on each platform.

PRO TIP

Use micro-surveys or loyalty program sign ups to gather more first-party data. Then adapt ad copy and landing pages to resonate with each segment whilst respecting user consent.

Privacy-First Advertising

Privacy-first advertising focuses on getting explicit user consent and compliance with regulations like GDPR or CCPA. By communicating how you handle customer data you build credibility and show user privacy is a top priority. Platforms like Google Ads have features like user consent settings to help you stay ahead of the regulatory curve.

• Why It Works: Respecting privacy builds trust and keeps you out of trouble. Consumers will engage with personalised ads when they know their data is being handled responsibly.

PRO TIP

Regularly review your ad groups and targeting criteria to ensure they meet consent requirements. Share transparent data policies in prominent places like your website’s footer or app settings so potential customers feel safe interacting with your brand.

Microsoft Ads Exclusion Lists

Microsoft Ads has exclusion lists where advertisers can block sites or categories that don’t match their brand or privacy commitments. This is especially useful if you’re expanding beyond Google Ads to reach audiences on the Microsoft Search Network. By refining where your ads show, you can keep brand safety and focus your ad spend on high value traffic.

• Why It Works: Exclusion lists filter out spammy or irrelevant ad space so your ad campaigns align with your privacy and brand standards. You also reduce wasted clicks from audiences unlikely to convert.

PRO TIP

Pair exclusion lists with relevant keywords and targeted ad copy so you don’t miss out on legitimate customers. A balanced approach means your ads will be visible where it matters.

Retargeting & Remarketing

Retargeting and remarketing are powerful ways to re-engage with customers who’ve interacted with your website or app. Under a privacy-first model these techniques use first-party cookies or consented user data not third-party trackers. This means you can serve ads on Google Ads, Bing Ads or even meta ads without compromising user trust.

• Why It Works: By focusing on customers who’ve shown interest in your products or services you reduce irrelevant impressions and make each ad click count. Adding negative keywords for irrelevant topics further hones your remarketing.

PRO TIP

Segment your retargeting audiences based on user actions (e.g. cart abandoners vs page viewers). Then tailor your targeted ad copy and landing pages for each group to maximise relevance and conversions.

Micro-Conversions Tracking

Not every user converts immediately. Sometimes micro-conversions – like signing up for a newsletter, downloading a free guide or engaging with certain site features – are key steps towards a future purchase. Tracking these smaller actions helps you build a more holistic, privacy-respectful view of user intent without relying on invasive third-party data.

• Why It Works: Micro-conversions reveal which ad messaging resonates at each stage of the user journey. These insights guide you in refining your content marketing strategy and optimising ads for maximum impact.

PRO TIP

Map out relevant landing pages and ensure they support clear micro-conversion goals. When integrated with a privacy-first analytics setup these insights can inform better ad group structuring and future campaign improvements.

Offline Conversion Tracking (OCT)

Offline Conversion Tracking links online activity – like search ad clicks – to real world outcomes – in-store purchases or phone inquiries. By including these conversions in your analytics you get a privacy-focused yet complete view of user journeys, bridging the gap between digital engagement and offline actions.

• Why It Works: OCT allows you to re-allocate ad spend to the channels and keywords that actually drive offline revenue. It’s especially useful if you’re in sectors where many sales happen face-to-face or over the phone.

PRO TIP

Keep your customer databases up to date. Align offline data with specific PPC campaigns or ad groups so you can refine your bidding and ad copy based on the whole funnel, not just clicks or online metrics.

Expand to New Platforms/Formats

Expanding beyond a single platform like Google Ads opens up new audiences. Bing Ads, video ads on YouTube and emerging formats on social platforms offer additional ways to reach potential customers who might otherwise slip through the cracks of your current ad campaigns.

• Why It Works: Occupying more ad space across different channels complements your SEO presence, casting a wider net for organic traffic. As your site gains momentum from new inbound links and higher click through rates your search engine rankings will also benefit.

PRO TIP

Allocate a portion of your ad spend to test different ad networks or video formats. Track which channels drive qualified leads or higher conversions then adjust your bidding strategy accordingly. Integrating these insights into your SEO roadmap can help you discover relevant keywords and topics for future content.

For e-commerce businesses, specialized ecommerce PPC management is crucial to driving targeted traffic and increasing online sales.

Integrate SEO & PPC

Merge your SEO and PPC teams for a treasure trove of data. High-performing PPC keywords can inform your SEO keyword research, while SEO discoveries can shape your ad copy and landing pages.

• Why It Works: According to a study by Fifteen Design, paid and organic synergy can increase click-through rates and search engine ad effectiveness. By aligning on which keywords are profitable, you ensure both sides of your marketing are working together.

PRO TIP

Use Google Analytics to see which search queries trigger both paid and organic clicks. Update your SEO content with these insights to strengthen your domain authority, while simultaneously refining your PPC to target high-intent audiences.

Visual & Interactive Ad Formats

Visual content like image ads, responsive ads and interactive video ads help your brand stand out – in search campaigns and on other ad networks. This broader, more immersive approach complements organic content marketing by reinforcing brand recognition and authority.

• Why It Works: Users who engage with visual ads on the Display Network or YouTube are more likely to recognise your brand when they see it again in organic search results. Repetition breeds familiarity which can lead to higher click-through rates and better campaign performance.

PRO TIP

Keep user experience in mind. Deliver relevant landing pages and consistent messaging between your SEO-optimised content and visual PPC ads. This cohesion builds trust with potential customers and encourages deeper site engagement.

Voice Search Advertising

Voice search is on the rise, with different user behaviors and search queries in focus. Users phrase voice searches conversationally, with more specific, long-tail keywords. Optimising for voice search in both PPC and SEO helps you stay visible in this growing segment.

• Why It Works: Voice search skews towards question-based queries like “How to…” or “Where can I find…?” Tailor your ad copy and metadata to these patterns and you’ll appear in both paid voice search results and featured snippets (organic).

PRO TIP

Conduct keyword research to uncover phrases that match voice queries. Use structured data (where relevant) and create FAQ-rich content to boost your chances of ranking in voice-driven queries – paid and organic.

Local Services Ads

Local Services Ads combine paid search visibility with local SEO best practices. By enabling these ads in Google Ads or Bing Ads, home service providers (e.g. plumbers, electricians) can appear at the top of search results for users in their immediate area. Verification badges add credibility and pay-per-lead pricing means you only pay for leads.

• Why It Works: Showing up in the “Local Services” slot not only satisfies Google’s preference for local, vetted providers, it also complements your organic listings in localised queries. Users searching for nearby services see your brand at the top of the page and in organic map pack results, increasing trust and conversions.

PRO TIP

Keep information up-to-date across all business listings, from Google Business Profile to location pages on your site. Consistency signals authority to both search engines and potential customers, improving visibility in local search campaigns.

Optimise for Mobile/User Experience

Modern audiences expect seamless, personalised experiences – especially on mobile. Prioritise mobile-friendly layouts, responsive ads and quick-loading pages and users will stay, explore and convert.

• Why It Works: Mobile traffic can make up a large share of overall paid ads clicks. A frictionless landing page experience that matches user intent (e.g. personalised product recommendations, local offers) can dramatically improve engagement and reduce bounce rates.

PRO TIP

Use Google Analytics to track user flow specifically on mobile. Identify where users drop off and adapt your ad copy or layout to address those issues. Personalise offers (e.g. location-based coupons) and you’ll see even more relevance.Compelling copy now relies on personalisation rather than broad, blanket messaging. By matching with user data – from browsing history to contextual signals like time of day – you can talk directly to individuals’ motivations and needs.

• Why It Works: Personalised copy resonates more, cuts through the noise of generic content. According to copy.ai’s research, targeting specific user interests increases both engagement and CTR. Generative AI platforms for example can tailor headlines, calls-to-action and value props in real-time, improving ad relevance while reducing manual effort.

PRO TIP

Segment your ad groups by audience behaviour (e.g. returning customers, cart abandoners) and craft ad messaging specific to each segment. Even small nuances – like referencing previously viewed products – can increase CTR.

Conduct Thorough Keyword Research

Generic keywords capture broad traffic, precise, user-focused terms convert at higher rates – especially when tied to personalised messaging. Negative keywords also help filter out low-intent clicks, preserving your ad spend for truly interested users.

• Why It Works: High-intent, long tail keywords often match more personal or specific queries (e.g. “best vegan running shoes for flat feet”). Matching these searches with targeted ad copy that addresses individual pain points or preferences increases CTR and conversion likelihood.

PRO TIP

Use data from your PPC campaigns to inform your SEO content strategies – and vice versa. If you see strong engagement around certain phrases in your paid search, consider creating tailored landing pages and organic content around those topics to capture both paid and organic traffic.

Advanced Feed Optimisation

For e-commerce in particular, feed optimisation ensures your Shopping Ads or dynamic ads display the most relevant product details – such as colour, size or availability. Personalising these details to user segments helps align search engine advertising with the exact products users are looking for.

• Why It Works: When product listings match specific customer preferences, users are more likely to click. This alignment translates to higher CTRs and conversions while reducing the risk of returns. Studies like Catherine Tucker’s research on dynamic retargeting show ads reflecting prior user actions or expressed interests perform better than static alternatives.

PRO TIP

Regularly audit your product feed for accuracy and relevance, especially during seasonal shifts or sales periods. Small details – like including descriptive attributes or highlighting personalised promotions – can impact ad performance and user satisfaction.