[PPC] Automation & AI: What Humans Should Be Doing For Success

Paid media marketers, take a deep breath – 2024 was a whirlwind, wasn’t it?

AI officially moved from buzzword to business-as-usual, with tools like Google’s Gemini and Microsoft’s Copilot changing how we create ads, manage campaigns, and even analyze performance.

Privacy updates threw yet another curveball, with third-party cookies trying to fade into the sunset, but then Google reversed its decision, and platforms stepped up with new privacy-friendly targeting solutions.

Oh, and let’s not forget TikTok and Reddit leveling up their ad platforms, making them serious players for advertisers looking to diversify beyond Google and Facebook.

And then there’s Google’s AI-generated search overviews. If you haven’t seen them yet, they’re already shifting how ads show up in search results, adding new dynamics to a space we thought we had figured out.

Basically, the industry didn’t slow down this year – it sped up.

As we head into 2025, the message is clear: Staying still is not an option. The platforms are evolving, consumer behavior is shifting, and if you’re not testing, adapting, and optimizing, you’re falling behind.

Whether it’s leaning into AI, rethinking targeting, or getting smarter about how you spend your ad dollars, there’s no shortage of ways to level up your paid media game this year.

So, let’s talk about seven tangible changes you can make next year to keep your campaigns ahead of the curve.

These aren’t theoretical tweaks – they’re practical, actionable strategies you can implement today to drive better results tomorrow. Let’s dive in.

1. Embrace The Shift To Conversational AI In Ad Creation

Conversational AI tools like Google’s Gemini and Microsoft’s Copilot enable ad creation and optimization in a more fluid, interactive way.

They’re becoming essential for marketers who want to scale ad variations without exhausting creative resources.

If you’re looking to test and scale how this can work for you, start small with AI-generated ad copy tests. Use the conversational AI tools within the Google Ads platform to create a few new ad variations that differ from your standard copy.

For instance, if your current ads are heavily CTA-focused, let the AI suggest more storytelling or benefits-driven language and test these versions in a limited campaign to gauge performance.

Another tip is to start experimenting with ad personalization at scale. AI tools allow you to input audience insights, such as location or interests, to create tailored ad variations.

Create segmented ads that appeal to different demographics or psychographics and use split testing to identify which approach resonates best.

Lastly, whenever you’re using AI-generated content, make sure to set aside time to review those suggestions monthly. Take note of recurring suggestions that could highlight hidden opportunities or adjustments you may not have initially considered.

2. Refine Ad Targeting With Data Privacy In Mind

With the unreliability of third-party cookies, the upcoming year marks the need for refined targeting strategies that balance effectiveness with privacy.

Tools like Google’s enhanced privacy features and Microsoft’s predictive audience segmentation help ensure you’re reaching the right users in a compliant way.

Now’s the time to develop a robust first-party data strategy. Start by auditing your first-party data to identify gaps and potential sources for future data.

You can also utilize your customer relationship management (CRM) tools and website data collection to capture behavior-based insights and create audience segments you own.

Additionally, because both Google and Microsoft allow Customer Match solutions, it’s a great time to review those policies.

Google is updating its Customer Match policy in January 2025 to ensure that first-party data being used in campaign targeting has been collected with consent.

This leads to implementing a consent-based tracking strategy for your company.

Use tools like cookie consent managers and transparency banners to build trust and ensure you’re gathering data responsibly. If you don’t, you’re at risk of not being able to use first-party data solutions by the ad platforms.

When creating a consent-based tracking strategy, it’s also a good idea to proactively share with users how you use their data and offer clear opt-out options. Transparency is key in this two-way buyer and seller relationship journey.

3. Optimize For AI-Driven Search Ad Placements

AI-generated search summaries, especially in Google’s AI Overviews, are creating new ad placements and impacting traditional ad performance. This trend requires close monitoring and proactive adjustments to stay competitive.

As these new ad placements continue to roll out, here are a few tips to make sure your PPC ads are optimized for this new wave of AI content.

• Monitor CTRs On AI-Influenced Placements: Start tracking the click-through rates of ads appearing in AI-generated results versus traditional SERPs. This insight can help you understand whether AI-generated placements impact user engagement and identify areas for improvement.
• Create Specialized Assets For AI Overviews: Use images, headlines, and descriptions designed for short attention spans. For instance, include a compelling image and a clear, concise CTA in your ad to boost appeal in this new placement.
• Review Performance Max Insights Regularly: Google’s Performance Max campaigns, which include AI-driven placements, provide insights into what combinations work best across channels. Use this data to refine ads in other campaigns where similar placements are available.

4. Lean Into Multi-Channel Campaign Integration

With consumers using multiple platforms interchangeably, paid media strategies must embrace an integrated, omni-channel approach.

Platforms like TikTok and Reddit have built out more robust ad offerings, providing marketers with more cross-platform synergy.

Start by mapping out a cross-platform customer journey. Outline your audience’s touchpoints across different platforms.

For instance, if your customer typically discovers products on TikTok but purchases through Google Shopping, ensure you’re present and active on both channels with consistent messaging.

Another item to keep in mind is utilizing platform-specific metrics to refine your strategy.

Each platform has unique engagement metrics. For example, on TikTok, you can monitor completion rates and engagement (likes, comments) to assess content effectiveness.

LinkedIn, on the other hand, is a place to focus on connection and message response rates.

Tailor your content based on what performs best on each channel. Each channel should have a different content strategy, not just putting the same ads across all platforms, hoping that one of them will click with a user.

5. Optimize Creative Customization With AI Image Editing

AI-powered image editing allows for rapid customization across visuals, which is critical for multi-audience campaigns.

Canva’s integration with Google Workspace and Microsoft’s AI image generator simplifies the creative process, enabling customization without extensive design resources.

To make the most of these AI editors and integrations, start with creating templates for faster customization.

Design or download templates on Canva that match your brand guidelines, making it easy to adjust colors, fonts, and messages for different audiences with minimal effort.

The templates can help you maintain visual consistency while catering to different segments.

To take it up a notch, try running A/B tests on custom visuals. Create two or more variations of AI-edited images to test different elements.

When testing creative, make sure to test differences that are noticeable enough. Track which visual styles drive the most engagement, and use those insights to guide future designs.

If you’re targeting multiple locations in your ads, use AI tools to adjust visuals for regional appeal.

For example, if you’re running an ad in New York and California, you can use AI to create images that feature landmarks or seasonal elements relevant to each location.

6. Enhance Attribution Tracking And Adjust KPIs Accordingly

A multi-device world demands better attribution tracking to understand the entire customer journey.

Google’s Enhanced Conversions and Microsoft’s Customer Insights provide more reliable data across touchpoints, helping marketers adjust KPIs to reflect complex engagement patterns.

To start, review enhanced conversions for first-party tracking to determine if this makes sense for your account.

Enhanced Conversions capture data from form fills or purchases to match offline actions back to Google Ads. When setting this up, make sure your campaigns reflect actual conversions, not just clicks, allowing for more accurate reporting.

Additionally, if you’re still using Last Click attribution models, you will be left in the dust.

It’s time to move beyond last-click attribution to track the impact of each customer touchpoint. You can use Google Analytics or Microsoft’s attribution reports to assess the role of each ad in a customer’s journey, and allocate credit accordingly.

Lastly, when it comes to measurement, it’s time to evolve your key performance indicators (KPIs). Not every channel in your marketing mix should be measured by direct purchases.

Just last year, in North America, the average person owned 13 devices – a 63% increase from 2018.

Users leverage multiple devices during their purchase journey, accounting for more visits but fewer conversions. No wonder conversion rates are decreasing!

For example, if you’re running a brand awareness campaign on TikTok for an audience who’s never heard of you, your KPIs should not be measuring purchases.

Track meaningful metrics like engagement rates, increase in branded search queries, or time on site to understand how those platforms contribute to long-term brand growth and loyalty.

7. Make Influencers Part Of Your Marketing Model

Small and large influencers alike are an awesome resource at your fingertips, just as long as your audiences align.

Even brands with a few thousand followers can utilize influencer marketing to make a big difference and gain traction in the market.

You can use AI tools to help you find the top influencers in your space. Then, figure out a Cost Per Acquisition (CPA) for working with them.

From there, you can create a win-win partnership that gets you more leads or purchases while the influencer earns income.

However, be sure to vet your influencers carefully. Users are quick to spot inauthentic content, so make sure that your influencer strategy includes real, authentic voices that truly love and use your product.

Whichever you choose, make sure the influencers you find are big enough to provide real value to your brand — and that you’re paying a CPA that makes sense for your budget and overall goals.

Your 2025 Plan Should Be Evolving

Paid media isn’t about keeping up – it’s about staying ahead.

The industry is moving faster than ever thanks to AI tools, helping us rethink how we work, while privacy changes and new ad formats force us to refine how we connect with our audiences.

The days of “set it and forget it” are long gone. Today, success means constantly testing, tweaking, and evolving your strategy to meet the moment.

The good news?

These changes shouldn’t be seen as obstacles, but opportunities.

By embracing AI for ad creation, experimenting with emerging platforms, and creating a truly user-first experience, you’re not just keeping up with the trends. You’re setting yourself up to thrive in a more competitive landscape.

The bottom line: This is your chance to get creative, think strategically, and use every tool at your disposal to drive results.

Paid media is evolving, and so should you. Let’s make this the year you push boundaries, test boldly, and grow your impact like never before.

More Resources:

• PPC And Paid Media Budget Planning Tips For 2025
• New Developments In PPC: Experts Weigh In
• PPC Trends 2025

Featured Image: TarikVision/Shutterstock

Believe it or not, PPC automation was around long before the days of ChatGPT.

But with the rise in popularity of AI, machine learning, and automation – where does that leave PPC management?

Staying tried and true to manual PPC management has been shown to limit efficiency and margins.

But PPC automation layering isn’t just for pros. Whether you’re managing one account or 10 accounts, having a human component alongside automation can be the key to success.

This in-depth guide will teach you:

• What PPC automation layering is.
• How automation has impacted Google Ads.
• How automation has impacted PPC practitioners.
• Use cases for PPC automation layering.

What Is Automation Layering?

PPC automation layering is the strategic use of multiple automation tools and rules to manage and optimize PPC campaigns.

The main goal of PPC automation layering is to improve the efficiency and effectiveness of your PPC efforts.

This is where automation layering comes in.

Automation layering leverages different automation features, technologies, and sometimes 3rd party tools at various levels of your campaign management.

Some examples of automation layering include:

• Smart Bidding strategies – Ad platforms take care of keyword bidding based on goals input within campaign settings. Examples of Smart Bidding include Target CPA, Target ROAS, Maximize Conversions, and more.
• Automated PPC rules – Ad platforms can run specific account rules on a schedule based on the goal of the rule. An example would be to have Google Ads pause time-sensitive sale ads on a specific day and time.
• PPC scripts – These are blocks of code that give ad platforms certain parameters to look out for and then have the platform take a specific action if those parameters are met.
• Google Ads Recommendations tab – Google reviews campaign performance and puts together recommendations for PPC marketers to either take action on or dismiss if irrelevant.
• Third-party automation tools – Tools such as Google Ads Editor, Optmyzr, Adalysis, and more can help take PPC management to the next level with their automated software and additional insights.

See the pattern here?

Automation and machine learning produce outputs of PPC management based on the inputs of PPC marketers to produce better campaign results.

How Has Automation Impacted Google Ads?

Over the years, Google Ads (as well as Microsoft Ads, Meta, etc.) have introduced countless automation features for marketers.

So, what’s their main goal here?

To make paid media management easier for advertisers.

In recent years, Google Ads has made a shift towards small to medium-sized businesses (SMBs), with claims that setting up a campaign is as easy as inputting a few settings and letting Google handle the rest.

For more experienced advertisers, they’ve experienced first-hand the shift from hands-on PPC management to a more “hands-off” approach with automation features.

While everyone can agree that easier paid media management sounds great, the learning curve for marketers has been far from perfect.

Automation has essentially taken over many of the day-to-day management tasks that PPC advertisers were used to doing.

For example, a few automation features built into the Google Ads platform include:

• Keyword and campaign bid management.
• Audience expansion.
• Automated ad asset creation.
• Keyword expansion.
• And much more.

In theory, having Google Ads take over much of the busy work sounds great.

But in reality, the shift to automation layering has been far from great.

This leads us to the next big question: Will automation replace PPC marketers?

Does Automation Replace PPC Experts?

Job layoffs and restructuring due to automation is certainly a sensitive topic.

Add in a looming economic slowdown, and you’ve got many marketers clinging to their roles as hard as they can.

The marketing industry has seen shifts in job responsibilities, specifically in the content space, thanks to platforms like ChatGPT, Bard, and more.

But it’s time to settle this debate once and for all.

Automation will not replace the need for PPC marketers.

Now, keep in mind that automation has already replaced many of the day-to-day tasks that PPC experts have been used to doing for the past decade or so.

What we have, and will continue to see, is a shift in the role of PPC experts.

Since automation and machine learning take the role of day-to-day management, PPC experts will spend more time doing things such as:

• Analyzing data and data quality.
• Strategic decision making.
• Reviewing and optimizing outputs from automation.

Automation and machines are great at pulling levers, making overall campaign management more efficient.

But automation tools alone cannot replace human touch and creating a story based on data and insights.

This is the beauty of PPC automation layering.

Lean into what automation tools have to offer, which leaves you more time to become a more strategic PPC marketer.

PPC Automation Layering Use Cases

There are many ways that PPC marketers and automation technologies can work together for optimal campaign results.

Below are just a few examples of how to use automation layering to your advantage.

1. Make The Most Of Smart Bidding Capabilities

As mentioned earlier in this guide, Smart Bidding is one of the most useful PPC automation tools.

Google Ads has developed its own automated bidding strategies to take the guesswork out of manual bid management.

However, Smart Bidding is not foolproof and certainly not a “set and forget” strategy.

Smart Bidding outputs can only be as effective as the inputs given to the machine learning system.

So, how should you use automation layering for Smart Bidding?

First, pick a Smart Bidding strategy that best fits an individual campaign goal. You can choose from:

• Target cost per action (CPA).
• Target return on ad spend (ROAS).
• Maximize conversions.
• Maximize conversion value.

Whenever starting a Smart Bidding strategy, it’s important to put some safeguards in place to reduce the volatility in campaign performance.

This could mean setting up an automated rule to alert you whenever significant volatility is reported, such as:

• Spike in cost per click (CPC) or cost.
• Dip in impressions, clicks, or cost.

Either of these scenarios could be due to learning curves in the algorithm, or it could be an indicator that your bids are too low or too high.

For example, say a campaign has a set target CPA goal of $25, but then all of a sudden, impressions and clicks fall off a cliff.

This could mean that the target CPA is set too low, and the algorithm has throttled ad serving to preserve only for individual users the algorithm thinks are most likely to purchase.

Without having an alert system in place, campaign volatility could go unnoticed for hours, days, or even weeks if you’re not checking performance in a timely manner.

2. Interact With Recommendations & Insights To Improve Automated Outputs

The goal of the ad algorithms is to get smarter every day and improve campaign performance.

But again, automated outputs are only as good as the input signals it’s been given at the beginning.

Many experienced PPC marketers tend to write off the Google Ads Recommendations or Insights tab due to perceptions of receiving irrelevant suggestions.

However, these systems were meant to learn from the input of marketers to better learn how to optimize.

Just because a recommendation is given in the platform does not mean you have to implement it.

The beauty of this tool is you have the ability to dismiss the opportunity and then tell Google why you’re dismissing it.

There’s even an option for “this is not relevant.”

Be willing to interact with the Recommendations and Insights tab on a weekly or bi-weekly basis to help better train the algorithms for optimizing performance based on what you signal as important.

Over time, these recommendations and insights can save you significant time over the weeks and months, which in turn gives you more time to focus on strategic measures in your account(s).

3. Automate Competitor Analysis With Tools

It’s one thing to ensure your ads and campaigns are running smoothly at all times.

Next-level strategy is using automation to keep track of your competitors and what they’re doing.

Multiple third-party tools have competitor analysis features to alert you on items such as:

• Keyword coverage.
• Content marketing.
• Social media presence.
• Market share.
• And more.

Keep in mind that these tools are a paid subscription, but many are useful in many other automation areas outside of competitor analysis.

Some of these tools include Semrush, Moz, Google Trends, and Klue.

The goal is to not simply keep up with your competitors and copy what they’re doing.

Setting up automated competitor analysis helps you stay informed and can reinforce your market positioning or react in a way to help set you apart from competitor content.

In Summary

PPC automation layering has been around for a while and continues to mature each year.

While automation has replaced certain aspects of a PPC manager’s job, it can’t replace the necessary human components of an effective PPC strategy.

Use this guide to learn how to use automation layering to your advantage to get the most bang for your buck.

More resources:

• Hidden Gems in PPC: 10 Underutilized Levers Across Google and Microsoft Ads
• Generative AI Integration SERPs And PPC Advertisers
• PPC Trends 2024

Featured Image: 3rdtimeluckystudio/Shutterstock

From an agency advertiser’s perspective, our job is fun and exciting but also challenging and laborious in the same breath.

Each scoped campaign, across a myriad of industries and objectives, can present the daunting task of developing the best digital media to approach the right audience and satisfy the client’s needs.

While projects should never be scoped in a templated one-size-fits-all manner, to save you time and worry, your process should.

Understanding The Ask

When confronted with a client’s need, it is essential to understand where we need to be by the end to understand where we can start.

There are often multiple objectives – for example, to build awareness but also generate leads.

This is not achieved in one fell swoop; effectively, one leads to another.

Ask the client, “What would be considered a success in the end?”

I know that we have all seen so many different marketing funnel variations over the years, but simplified, it should be a part of your initial consideration set.

Understanding Objectives

Awareness

I like to say that often you won’t be paid today for the work you did today – but someday you will.

This is the appropriate mindset to convey to your team and clients.

The work you do here will pay dividends and result in non-paid benefits in the future, unlike paid lead generation campaigns, where the leads stop when the spend stops.

Tactics to achieve this objective include:

• Out of home (billboard/kiosk).
• Radio, cable TV (broadcast).
• Paid social media (broad/interest-based).
• Display advertising (programmatic/Google Ads Network).

Consideration

The middle ground, or what I call the “considerate audience,” typically knows who you are.

Your job is to help them on their journey to understand that you are a likely candidate for their conversion – that is to say, they should buy from you.

Tactics to achieve this objective include:

• Retargeting (paid social media/display advertising).
• Email marketing.
• SEO.

Action

Being present for those who are potentially looking for you is key to closing the loop on a customer journey.

Tactics to achieve this objective include:

• Paid search (PPC).
• SEO.

Understanding The Journey

Audiences vary so much between industries, products, and service types.

Where one audience may typically have a very short journey, your efforts can be better focused on the action phase with SEO or PPC.

Essentially, be there when they are looking for a first-touch conversion.

Awareness should be a critical component for a long-journey audience such as car buyers, where there are nearly two dozen touchpoints.

Understand that most of the people who will see your ad will not be a customer this week, month, or maybe even year. Your job is to create familiarity for when their journey will start.

Driving brand awareness early can shore up your total amount of touchpoints needed to convert.

If you don’t necessarily know your audience well – or their journey – do your homework.

There is a wealth of resources out there that can help you better understand audiences, current trends, and behaviors – such as the Consumer Insights section of Think With Google.

Also, it doesn’t hurt to talk to the internal client sales team. They know common behaviors, ideal search terms, and where prospects typically interact with the brand along a journey.

Scoping Opportunity

By this point in the process, you should understand the ask, the potential customer, and the weighted level of need from across the funnel.

This now will allow you to understand what you should likely estimate within budget.

Media Analysis Tip

While scoping for PPC, SEO, and paid social can typically be a self-serve process, media planning can often take many resources to assist.

It is also best to be prepped with knowledge of campaign length or flighting needs. Understanding geographic needs will also better help to prepare your vendor rep in providing spend insight.

Getting a feel for cost will help you understand where you can advertise. Will your play be print, out-of-home, streaming TV, or all of the above?

For DMA-level advertising, you can use tools such as SQAD to give you population insights for various age groups by gender. It also allows for you to estimate TV and radio costs across desired geographic areas.

Screenshot from SQAD, November 2023

Social Analysis Tip

We haven’t been given the go-ahead yet to build out social media ads, but that doesn’t mean that we cannot create a prospecting campaign to gain a sense of how large our audience is and what amount of coverage we can gain from this area.

This is available on most of the top social media platforms such as Meta, X, LinkedIn Ads, Snapchat, and more.

Simply begin creating a campaign.

From the earlier “ask” process point, you have a general sense of whether paid social is meant for awareness or for driving traffic.

In this Facebook Ads example, you can see that by inputting your geographic needs, demographics, interests, etc., will give you a general sense of your audience size, estimated reach, or clicks.

Digest these numbers and then divide the impressions by the reach figure to gain a sense of frequency. Are you present at least once a week in front of your audience?

Image from Facebook Ads, November 2023

PPC Analysis Tip

We don’t want to get into a full-scale analysis of PPC competitors; that should come at the stage when you receive approval on your full digital company.

For now, try leveraging a tool like Semrush; ask for direct competitors and review them in a competitive tool like SpyFu. Here, you can gain a sense of their paid keyword coverage.

You can see how many keywords you may need to target and how much you might need to spend.

Additionally, review the competitors and, in total, all of the keywords that are targeted and how closely these relate to your target audience.

No digital analysis tool is perfect, but a service like this is great for estimated spend vs. pulling a number out of the air.

Screenshot from SpyFu, November 2023

Screenshot from SpyFu, November 2023

SEO Analysis Tip

Run your domain through a ranking assessment tool, such as the Performance-Search Console section of Google Search Console, to understand initially how much of your overall keyword presence relates to the client or management ask at hand.

If your niche visibility is severely waning, a cursory glance at the types of content ranking in Organic Search will allow you to understand the ideal amount of content ideation, creation, and promotion that will be needed to suffice.

Screenshot from Google Search Console, November 2023

Time Is Something That We All Need More Of

There is no real turnkey solution to the scoping needs of our clients, but it never hurts to craft a process that will save time and resources to give you the best foot forward in your upcoming campaign.

Being able to confront your client objectives with peace of mind in knowing the ask while also understanding your audience coverage is a great feeling!

More resources: 

• Paid, Owned & Earned Media: What Is The Difference? 
• Paid Social Media: A Guide To Social Advertising Success
• A Guide To Essential Tools For SEO Agencies

Featured Image: Roman Samborskyi/Shutterstock