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.
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.)
Shift your optimization mindset in 2025 with fresh strategies for keywords, Performance Max, and audience targeting. (By Pauline Jakober. Published Feb. 6.)
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.)
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.)
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.)
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.)
These filtering tactics help refine your targeting, reduce spend on low-quality clicks, and uncover new keyword opportunities. (By Menachem Ani. Published July 22.)
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.)
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.)
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.)
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