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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Dig deeper into PPC:
How to revive overlooked ecommerce SKUs with Performance Max
When products stop getting traffic, they also stop building the signals Google needs to serve them. This automated approach breaks the cycle.
Google Ads automation makes governance a competitive advantage
Better business signals, guardrails, and feedback loops keep Google’s automation focused on the outcomes that drive business value.
How to prepare for Google’s DSA sunset and move to AI Max
AI Max changes how Google targets searches, creates ads, and selects landing pages. See what to monitor and control during the migration.
AI Max spotted in Google Standard Shopping campaigns
AI Max in Standard Shopping campaigns suggests advertisers could gain AI-powered query matching, dynamic ad copy, and more.
Google Ads API v25 adds YouTube metrics and loyalty campaign goals
Google Ads API 25 expands measurement capabilities, introduces retention-focused goals, and new ways of managing objectives.
Google Ads rolls out video campaign groups globally
Google launched video campaign groups, allowing advertisers to optimize YouTube reach and frequency across multiple campaigns.
The 4-step health check for your target ROAS and CPA
Your bidding strategy is only as good as the targets behind it. Validate them with practical formulas and real campaign data.
Your DAM solved the library problem. The activation problem is next.
Centralized, tagged, governed. And still slow. Here's what your DAM was never designed to do.
Google Ads adds missed growth estimates to the Recommendations tab
Google Ads' new beta estimates the clicks, conversions, and revenue you may be missing due to limited budgets and low bids.
Google Ads simplifies GA4 setup with bulk account linking
Google Ads now lets advertisers bulk link multiple accounts to a single GA4 property reducing manual account management.
How to build curiosity into high-performing social ads
A strong hook only gets you so far. Learn how open loops, storytelling, and gradual reveals can keep viewers watching.
Why your match rate is the most important number you’re not tracking
As identity signals decline, match rate has become a critical metric for improving audience reach, advertising efficiency, and ROAS.
Google drops $50K ad spend requirement for Lead Form assets
Google broadens access to it's native lead generation format while adding new integrations and simplifying eligibility requirements.
How to report PPC performance without lying to yourself (or your boss)
The way you present PPC data shapes business decisions. Avoid misleading metrics, outdated benchmarks, and reporting that lacks context.
Google Tag Manager adds guided setup for Google Ads purchase tracking
GTM's new guided setup simplifies Google Ads conversion tracking by automatically configuring key measurement components.
Google expands Brand Lift Studies with enhanced measurement option
Advertisers can now choose between standard and enhanced Brand Lift Studies, trading a higher budget for more sensitive campaign measurement.
Local Services Ads come to Google Ads via Performance Max
Advertisers will gain a unified campaign management experience with automatic Google Business Profile syncing.
How to evaluate Google Ads creative before testing it
Evaluate Google Ads creative with the MOCA framework before it enters testing, so you're experimenting with stronger ideas from the start.
Heather Robinson talks about a £50 PPC ad that cost £1,000
A £50 Meta campaign that accidentally spent over £1,000 became a valuable lesson in transparency, process, and why honesty matters.
Google brings business data feeds to Demand Gen campaigns
Google is bringing business data feeds to Demand Gen, enabling dynamic ads without Google Merchant Center.
How ad platforms count and report conversions differently
Your ad platforms don't have to agree to be useful. Learn what different attribution methods are actually telling you.
Meta Business Agents are here. Marketers should pay attention
What if customers never reach your website? See how Meta’s AI agents turn messaging into a powerful sales and service channel.
How to move beyond lead volume in B2B PPC
The longer the sales cycle, the less lead volume tells you. Build a feedback loop that helps Google Ads optimize for qualified opportunities.
Web Push advertising in 2026: Market trends and challenges
A look at how Web Push advertising is adapting in 2026 through better compliance, stronger traffic quality, and more mature market growth.
Google AI Mode ads reach nearly 30% of queries: Study
High CPC searches were far likelier to show AI text ads, while paid placements rarely boosted citations or organic rankings.
Why CPC inflation starts before the auction
Rising CPCs start before the auction. Learn how brand, reach, and post-click experience shape paid search performance.
OpenAI’s ChatGPT ads could miss $100 billion revenue target: Report
Emarketer sees the U.S. chatbot ad market reaching just $5.41 billion by 2030, far below OpenAI’s target for ChatGPT ads.
Why search ROAS depends on paid social more than you think
Search often gets credit for demand created upstream. Learn how to measure the halo effect before shifting budget between channels.
Why agentic commerce will matter more than ChatGPT ads
Google, Amazon, and OpenAI are building AI-powered buying. Here's why your product data matters more than your next ad platform.
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.
Why frontloading your ad spend usually backfires
Launching with a bigger budget doesn't guarantee faster growth. Here's how to build momentum without wasting spend.
ChatGPT Ads new overview tab, suggested ad drafts, new ad formats and more
OpenAI also said ChatGPT Ads are live in Japan and South Korea.
Google expands AI ad disclosures across Search, YouTube, Discover
Google will show whether ad creative was created or edited with AI. The AI-made ad disclosures are rolling out worldwide.
Why marketing mix modeling is still hard to get right
Open-source tools have made MMM more accessible, but reliable results still depend on clean data, thoughtful modeling, and human expertise.
Google drops Next from Merchant Center Next
Google Merchant Center Next is now know as just Google Merchant Center.
Human vs. machine: What happens when groas runs your Google Ads
One version of this story is AI replacing your entire PPC team. The truer one: Humans direct, the machines execute, and then the numbers move.
Want to present at SMX Next? Now’s the time to submit a pitch!
If you’re on top of the latest techniques and what’s to come in SEO, PPC, and AI search, submit a pitch to present at SMX Next.
Why you should opt out of Google Search Partners
Learn what Search Partners are, why they usually produce junk traffic, and how to see if you're spending money on these placements.
5 questions to ask AI vendors before buying a tool
Separate genuine solutions from AI hype by evaluating business value, data policies, customer proof, and implementation before you invest.
How to get the most from Microsoft Advertising campaigns
Improve Microsoft Advertising performance with stronger AI signals, measurement, creative, and campaign structure.