PPC
Search Engine Land is your source for PPC news, trends and content. You’ll find a range of up-to-date and authoritative resources to help you work smarter and make better decisions. What is PPC? Pay-per-click (PPC) advertising is a digital marketing model where advertisers pay a fee each time their ad is clicked. This fundamental concept is crucial to understanding the world of online advertising. For an effective strategy, it’s important to understand how PPC and SEO can work together to improve your overall marketing efforts.
Our coverage
We provide the latest news in the PPC industry, keeping you informed about changes, updates, and emerging trends that can impact your campaigns. For example, leveraging AI-driven search advertising can be a game-changer for campaign success. You can also explore the best practices in paid search strategy to refine your campaigns. Check out our recent articles on topics like making display campaigns profitable and managing paid media budget allocation. Our content spans from beginner-friendly introductions to advanced strategies, ensuring we cater to all levels of PPC expertise.
Expert insights
What you read here is written by our experienced in-house team and subject matter experts from leading brands and agencies. This diverse group of contributors ensures you get well-rounded, expert perspectives on PPC topics. Explore our latest job opportunities in search marketing if you’re looking to take your career to the next level. Our experts cover a wide range of subjects, from PPC competitor analysis to winning video advertising creative. We pride ourselves on providing authoritative information to guide your PPC decisions and strategy.
Practical tips and strategies
Our content includes tactic-rich tutorials designed to help you work smarter and make better decisions in your PPC efforts. Whether you’re looking to optimize your campaigns or explore new strategies, you’ll find valuable guidance here. For example, our Google Analytics 4 guide for PPC dives deep into how data can drive better campaign performance. We dive deep into important issues like the high cost of PPC efficiency and provide insights on ad platform updates for B2B in 2024.
Data-driven decision making
We offer the latest data to support your PPC initiatives. Our content is designed to provide you with the information you need to make informed choices and improve your campaign performance. Leveraging Google Analytics 4 will help you navigate the evolving landscape of PPC measurement and optimization. 
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The latest jobs in search marketing
Land your next job in SEO or PPC. These brands and agencies are hiring to fill open search marketing positions right now.
Google: AI Mode’s lower monetization slowed Search ad growth
Google Search ad revenue grew 12% to $63.3 billion in Q3. Search query growth hit a five-year high, driven by AI.
You don’t need more ads. You need more creative variables.
Test different hooks, messages, formats, and angles to uncover what resonates with your audience and make smarter paid social decisions.
Google expands ads in AI Mode to 10 new markets, with UK and Brazil next
Google expands AI Mode ads to 10 new countries and introduces multiturn ads in the US, with more markets coming soon.
Google Ads adds ‘All Conversions’ tab to simplify conversion tracking and audits
Google Ads introduces an All Conversions tab, making it easier to review conversion settings, troubleshoot tracking issues and audit accounts.
Google Ads tests ad group-level seasonal adjustments for App campaigns
Google Ads is testing ad group-level seasonal adjustments for App campaigns, allowing more control over Smart Bidding during promotions.
7 Google Ads conversion tracking mistakes to avoid
Your campaigns may be optimizing toward the wrong goals. Check for overlooked conversions, inflated counts, and offline import errors.
Google Ads introduces centralized dashboard for tracking policy issues
Google Ads introduces a centralized Policy Summary dashboard to help advertisers track, manage and prioritize policy issues across their accounts.
Google confirms AI-generated review summaries in Search ads
Google is bringing AI-generated summaries of positive customer reviews directly into Search ads to help businesses build trust.
How to build a Google Ads dashboard with Claude that ties spend to outcomes
Google Ads shows conversions, but what happens to those leads? Connect ad performance with CRM data to see what's actually working.
7 B2B marketing shifts that will define 2027
The metrics, tactics, and playbooks that once drove B2B growth are losing their edge. Here's what deserves your attention and budget next.
Rémi Kerhoas’ shares how a PPC mistake went unnoticed for three months
Rémi Kerhoas reveals how a major PPC mistake shaped his approach to AI, automation and client management.
Google Ads expands Smart Bidding Exploration to Performance Max and Shopping campaigns
Google Ads expands Smart Bidding Exploration to Performance Max and Shopping, unlocking more conversion opportunities.
Google launches Display & Video 360 API v5 in public beta
Google's DV360 API v5 beta adds new targeting controls, Digital Out of Home support and updated audience management capabilities.
Google Ads adds new image and video sourcing options to Performance Max
Google Ads is automatically sourcing up to 10 videos for PMax campaigns, giving advertisers more creative options but requiring careful oversight.
SMX Advanced San Diego 2027 speaker pitches are now open
Want to be on stage in March? Now is your chance to pitch advanced, actionable sessions on SEO/GEO, AI-driven search, PPC, and more.
When a key search team member leaves: How to maintain continuity
From documenting strategic decisions to managing the first 90 days, here’s how to minimize disruption to your SEO and PPC programs.
Google Merchant Center’s 6 conversational attributes explained
Give AI shopping tools richer product information, from customer Q&As to related products, with guidance on setup and measuring AI shopping visibility.
Squeeze page: Step-by-step tutorial (+ Eemplate)
A complete guide to creating a squeeze page that converts. Includes lots of real life case studies and examples.
26 fascinating influencer marketing statistics
26 key influencer marketing stats to keep an eye on for 2026 and beyond.
Should your PPC landing pages change for AI Overviews?
As Google gets better at matching ads to search intent, your landing pages need to keep up. Here's what to prioritize — and what to skip.
ChatGPT Ads to enable creative enhancements on October 30
You can opt out of creative enhancements before October 30th.
Google Ads asset group A/B testing toggle spotted in Performance Max
A new Google Ads toggle could let Performance Max advertisers A/B test different creative messaging within asset groups.
Google expands financial services ad verification to the US and Canada
Google is expanding financial advertiser verification to the US and Canada in early 2027 to prevent scams and strengthen ad transparency.
ChatGPT drop in UTM tracking was a bug
ChatGPT’s apparent removal of UTM tracking parameters could cause AI referral visits to appear as direct traffic, making attribution harder.
5 underrated tools to boost your B2B PPC performance in 2027
Explore tools for AI-powered analysis, attribution, creative insights, and campaign management, plus emerging options worth watching.
How much does Google Ads cost? (2026 data + insights)
Compare CPCs across 10 industries, pick a starter budget, and use our checklist to lower spend and improve ROI.
Search Engine Land Awards 2026: Complete finalists list
We're excited to announce the nominations for this year's Search Engine Land Awards. Winners will be announced Oct. 26.
Google Ads AI Max spotted automatically enabled in some Ad Grants accounts
Google Ads is reportedly enabling AI Max in some Ad Grants accounts, raising concerns about search relevance and click-through rates.
Google Local Services Ads removes featured professionals
Google Local Services Ads is removing featured professionals and making headshots optional without affecting ad serving.
How to measure Google Demand Gen against the right goals
Set meaningful KPIs, align creative with campaign goals, and use clearer reporting to evaluate your upper-funnel Google Ads investment.
Google Ads extends Demand Gen cost adjustments from 3 weeks to 60 days
Google Ads extends Demand Gen cost adjustments from three weeks to 60 days, helping eligible campaigns manage costs during the learning phase.
ChatGPT Ads introduces new measurement tools and visual ad formats
ChatGPT Ads adds improved conversion tracking, expanded measurement partners and more visual ad formats
Google begins testing ads in AI Mode for users with Personal Intelligence enabled
Google is testing personalized ads in AI Mode using insights from connected apps, while maintaining user privacy protections and opt-in controls.
Meta introduces new brand advertising formats across Facebook and Instagram
Advertisers can secure high-impact placements, reach audiences around trending content and measure brand attention across multiple video views.
Google Ads API v26 launches with Search Lift measurement and new campaign controls
Google Ads API v26 adds Search Lift measurement, new Performance Max features and a faster twice-monthly release schedule.
We analyzed 5,000+ Google Ads accounts: Seasonality adjustments backfire on Black Friday
...and how AI agents can help you get ready for BFCM 2026.
Google Merchant Center introduces new store address attribute for local inventory
Google Merchant Center now requires a store address attribute for local inventory ads and free listings to improve product-to-store accuracy.
Google Ads introduces automotive model feeds for vehicle manufacturers
Google Ads’ new automotive model feeds let eligible vehicle manufacturers showcase vehicle images, pricing and features directly in Search ads.
Google Ads introduces channel prioritization and budget allocation controls
Google Ads is introducing new channel prioritization and budget allocation controls, giving advertisers more flexibility over campaign spending.