Top 10 PPC expert columns of 2025 on Search Engine Land
PPC didn’t stand still in 2025. It adjusted. These articles resonated because they answered the real questions advertisers are asking: how to stay competitive, cut wasted spend, work with automation instead of against it, and prepare for what’s next.
Below are links to the 10 most-read Search Engine Land PPC columns of 2025, written by our exceptional subject matter experts.
The SEO toolkit you know, plus the AI visibility data you need.
10. Can small businesses compete on Google Ads anymore?
With the right strategy, even the smallest business can stand out, win customers, and make a lasting impact. Here’s how. (By Sophie Logan. Published Sept. 16.)
9. Google Ads optimization: What to stop, start, and continue in 2025
Shift your optimization mindset in 2025 with fresh strategies for keywords, Performance Max, and audience targeting. (By Pauline Jakober. Published Feb. 6.)
8. CPC inflation: How fast are Google Ads costs rising?
CPCs are rising – but how fast? Compare ad cost inflation to consumer price index and see what it means for your ad strategy. (By Mark Meyerson. Published April 16.)
7. The end of SEO-PPC silos: Building a unified search strategy for the AI era
AI-driven search is blurring the line between organic and paid. Learn how uniting SEO and PPC boosts visibility, intent, and brand authority. (By Jen Cornwell. Published Oct. 6.)
6. How to vibe code for PPC: Building a seasonality analysis tool
PPC scripts hit limits. Vibe coding removes the roadblocks. Turn complex seasonal patterns into simple, data-driven planning tools. (By Frederick Vallaeys. Published Aug. 21.)
5. How to write high-performing Google Ads copy with generative AI
Speed up your ad creation process without losing your message. Use generative AI to craft relevant, personalized copy that connects. (By Jason Tabeling. Published Aug. 1.)
4. 7 Google Ads search term filters to cut wasted spend
These filtering tactics help refine your targeting, reduce spend on low-quality clicks, and uncover new keyword opportunities. (By Menachem Ani. Published July 22.)
3. Google Ads scripts: Everything you need to know
Streamline campaign management with Google Ads scripts. Get insights, use cases, and practical tips for using automation to boost performance. (By Frederick Vallaeys. Published Jan. 9.)
2. PPC in the age of zero-click search: How to stay profitable
Fewer clicks mean higher stakes. Win visibility with precise targeting, value-based bidding, and authority across paid and organic search. (By Sarah Stemen. Published Oct. 7.)
1. 5 Google Ads tactics to drop in 2026
Some PPC practices no longer fit today’s automated Google Ads environment. Here’s what to phase out – and what to prioritize next year. (By Sarah Vlietstra. Published Nov. 4.)
Track, optimize, and win in Google and AI search from one platform.
Explore more on
Editorial disclosure
Search Engine Land is owned by Semrush. We remain committed to providing high-quality coverage of marketing topics. Unless otherwise noted, this page’s content was written by either an employee or a paid contractor of Semrush Inc.
About the author
