PPC success stories and 2025 predictions

By Madelyn Sullivan
11 Feb 2025

7 min read

Keen to hear PPC success stories and 2025 predictions, packed with golden nuggets for anyone working in PPC advertising? Well, you’re in luck! In this on-demand webinar, our host, Daniel Wilkinson, Chief Solutions Officer at Infinity, was joined by a panel of experts:

Simon Klaus - EMEA Head of Search Ads 360, Google
Rosanna Hansford - Head of Paid Media, Motorpoint
Wes Parker - Co-founder, Demand More
Scott Carruthers - Senior Director, Paid Search, Journey Further

Together, they offer a wealth of actionable advice and forward-thinking strategies that’ll leave you feeling inspired!

Watch the on-demand webinar now or read on for a taster of what they spoke about.

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PPC success stories and 2025 predictions

AI: The game-changer for PPC success

If there’s one thing that’s shaking up PPC, it’s AI. Simon from Google kicked things off by explaining how AI tools like Performance Max are helping advertisers hit goals faster. All in all, by automating the nitty-gritty stuff and optimising campaigns on the fly, some of the results we’re seeing are super impressive. As he put it, “AI is not about replacing marketers; it’s about empowering them to focus on strategy and creativity.”

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The panel agreed, though, while AI is brilliant, it’s not a free pass to switch to autopilot. Rosanna from Motorpoint shared how her team keeps things on track: “AI can do a lot, but it’s crucial to set the right guardrails to ensure your campaigns align with your overall business objectives.” In other words, let AI do its thing, but don’t forget to stay in control.

Making budgets work smarter, not harder

The conversation moved on to value-based bidding, and Scott from Journey Further nailed it when he said: “It’s not just about cutting costs; it’s about making every penny work harder by focusing on high-value conversions.”

Wes from DemandMore backed this up with some real-world examples. His team has seen great success by keeping campaigns agile: “The days of setting and forgetting campaigns are over. Constant monitoring and adjustment are essential to stay ahead.”

Tracking and attribution: Cracking the code

Tracking and attribution might not be the most glamorous topics, but they’re absolutely critical. With privacy rules tightening and cookies on their way out, the panel stressed the need for robust solutions. Simon pointed out that privacy-centric measurement is becoming a must-have: “It’s about creating a single source of truth that gives you confidence in your data and decisions.”

Rosanna also weighed in, sharing how Motorpoint has tackled attribution challenges: “It’s vital to ensure your attribution models reflect the customer journey accurately. Misaligned metrics can lead to missed opportunities and wasted budgets.” Translation: Get your tracking right, or you’ll end up flying blind.

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What’s next for PPC?

So, what does the future hold? The panel’s predictions for 2025 painted a picture of a fast-moving, tech-driven world. Flexibility, smart bidding strategies, and the clever use of first-party data are all going to be key. As Wes put it, “The only constant in PPC is change. Staying curious and being willing to pivot will separate the leaders from the laggards.”

Simon wrapped things up with a bold prediction about AI: “Marketers who embrace AI to complement their strategies will find themselves at the forefront of the industry.”