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PPC Town Hall

by Frederick Vallaeys

Host Fred Vallaeys, Co-founder of Optmyzr, is joined by PPC experts for a panel discussion on the latest hot topics in the search marketing world. Topics range from updates to Google, Bing, Facebook, and Amazon Ads, to changes in online search behavior, or changes in the business world.Learn what the experts are seeing in the industry, how they're reacting to make the most of the opportunity, and what they think the future holds.

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Episodes

  1. AI Can Handle More PPC Account Work. But Who’s Responsible for the Decisions It Makes? | PPC TH 132

    AI can now take on more PPC account work, from analysis and recommendations to parts of campaign management. But if it makes the wrong call, the agency still has to answer for it.In this episode of PPC Town Hall, Kirk Williams joins Fred Vallaeys and Aaron Levy to talk about how PPC agencies…

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  2. How Should PPC Teams Split Budget Beyond Google Ads? feat. Joe Martinez | PPC TH 131

    In this episode, Aaron and Fred sit down with Joe Martinez to talk about a question more PPC teams are having to answer: when Google Ads is still working, how do you know when the next dollar should go somewhere else?Joe has spent years working in Google Ads, but today he spends much more of his...

  3. What Agentic PPC Actually Looks Like in Practice | PPC TH 130

    AI agents sound exciting in theory. In practice, the useful question is much simpler: can they actually help you manage PPC work better without creating more problems than they solve?That’s what Fred wanted to unpack with Benjamin Wenner in this episode of PPC Town Hall.Benjamin has been working…

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  4. What Do You Optimize for When the Sale Happens 2 Years Later? | PPC TH 129

    What do you optimize for when the lead you get today might not become a customer for another two years?That’s the problem David Newson deals with in wealth management, where long sales cycles make many of the usual PPC signals much less useful.In this episode of PPC Town Hall, David and Fred talk...

  5. Can AI Agents Really Manage Google Ads Accounts? ft. Nils Rooijmans | PPC TH 128

    Can AI agents really manage Google Ads accounts? We think they can help a lot, but we should be careful about how much authority we give them.In this episode of PPC Town Hall, Fred sat down with Nils Rooijmans to talk about AI agents, Google Ads scripts, and what account management may look like...

  6. AI in PPC: Strong Case… But Some Weak Matches | PPC TH 127

    Watch the video version here: https://youtu.be/QGhc7LCLslM Host Frederick Vallaeys sits down with Anthony Higman, founder of Adsquire, to explore how AI and automation are changing Google Ads—especially in high-cost, high-risk verticals like legal PPC.Anthony shares insights from managing…

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  7. How Lars Maat Built an AI-Driven Agency: Tools, Workflows, Team Adoption, and Risks | PPC TH 126

    Watch the video version here: https://youtu.be/YhWyTO1vn6E Fred sat down with Lars Maat to talk about what it actually looks like to run an agency that’s fully leaning into AI.They get into how Lars introduced AI across his team, what worked (and what didn’t), and how they got people to actually...

  8. How Marketers Can Build AI Workflows That Produce Reliable and Consistent Results | PPC TH 125

    Watch the video version: https://youtu.be/yAGxJTvj6Ho Host Frederick Vallaeys sits down with Ann Stanley, digital marketing expert and founder of Anika Digital, to explore how marketers can move beyond one-off prompts and start building AI workflows that produce reliable and consistent…

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  9. How Experienced Marketers Work Differently With PMax and AI Max | PPC TH 124

    Watch the video version: https://youtu.be/FnIwHT0VuD8 Host Frederick Vallaeys sits down with Menachem Ani, founder of JXT Group and Google Ads strategist, to break down when advertisers should use Performance Max vs Shopping, why lead quality matters more than lead volume, and how to guide...

  10. Performance Max Optimization: Structure, Signals & Intent Done Right | PPC TH 123

    In this episode, Fred sat down with Bia Camargo to talk about something we don’t discuss enough: most Google Ads accounts aren’t ready for AI.PMax isn’t magic. Smart bidding isn’t broken. But the problem is usually messy conversion tracking, over-complicated structure, or unclear intent…

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  11. 8 PPC Experts Predict 2026: Automation, AI, and What Really Wins

    Watch the video version here: https://youtu.be/2TdOEFcS2bg We asked 8 experienced PPC practitioners to share their predictions based on what 2025 taught them — and where paid media is really headed next.In this video, you’ll hear honest, experience-backed perspectives on:- How PPC is evolving...

  12. AI in PPC: Where It Helps, Where It Breaks, and Where It’s Risky | PPC TH 122

    Watch the video episode here: https://youtu.be/kbZeqEYTkeM Host Frederick Vallaeys sits down with Julie Bacchini, PPC consultant, founder of Neptune Moon, and host of PPC Chat, to unpack how AI is really being used in PPC—and where it starts to break down.They explore where AI and automation...

  13. Mike Rhodes Shares Valuable Vibe Coding Lessons From Real Marketing Builds | PPC TH 121

    Watch the video version here: https://youtu.be/c5jjdRo3reU Host Frederick Vallaeys sits down with Mike Rhodes, Google Ads expert, to explore how marketers can use AI and vibe coding the right way.They discuss how AI becomes truly powerful when grounded in real account context, why asking better...

  14. Vibe Coding for PPC: How Marketers Can Build Google Ads Tools Without Coding | PPC TH 120

    Watch the video version here: https://youtu.be/bGYkHp5xOEc Host Frederick Vallaeys sits down with Nils Rooijmans, Google Ads scripts developer and automation expert, to introduce PPC marketers to vibe coding—a new way to build tools and workflows using AI without traditional programming. They…

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  15. Jyll Saskin Gales on Performance Max, AI Max, Audiences, Targeting & More | PPC TH 119

    Host Frederick Vallaeys sits down with Jyll Saskin Gales, Google Ads educator, coach, and author of Inside Google Ads, to unpack how automation has changed the craft of PPC.They cover why “guiding, not controlling” is the new marketer’s mantra, how to optimize Performance Max campaigns without...

  16. PPC in the Age of AI: Amy Hebdon on Control vs. Automation | PPC TH 118

    Watch the video version: https://youtu.be/pd3_0RNn0Ng In this episode of PPC Town Hall, host Frederick Vallaeys (CEO & Co-founder of Optmyzr) sits down with Amy Hebdon, founder of Paid Search Magic and one of the most influential PPC experts in the industry.Amy brings 20+ years of hands-on...

  17. Lessons From 20 Years in PPC: How Agencies Should Prepare For The Future | PPC TH 117

    Watch the video version here: https://youtu.be/97H74PpxrIE Frederick Vallaeys sits down with Aaron Levy, long-time PPC leader and now Optmyzr Evangelist, to talk about the future of paid search, AI, and agency life.Aaron has spent nearly 20 years in paid search, from helping DuPont launch its…

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  18. Kirk Williams on How Agencies Can Thrive In the Age of AI | PPC TH 116

    Watch the video version here: https://youtu.be/AEXzdt87ujU Kirk Williams (Founder of ZATO Marketing) joins Frederick Vallaeys to explore how digital marketing agencies can not only survive but thrive in the new AI-powered world of advertising.As AI changes everything from campaign management to...

  19. The #1 Reason Your Brand is INVISIBLE to AI (And How to Fix It) | PPC TH 115

    Watch the video version here: https://youtu.be/w6mD2Wv5Gh4 Is the era of the search engine over? Are we now living in the age of the Answer Engine?In this episode, Frederick Vallaeys sat down with Kasim Aslam, a trailblazer who went from running the #1 ranked Google Ads agency to becoming a…

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  20. Google Marketing Live 2025 Exclusive Insider Intel With Ginny Marvin | PPC TH 114

    Watch the video version: https://youtu.be/GPKgUZPM3H0 Key Takeaways from the Episode 🔍 Search Is Evolving Fast Google Ads is adapting to a post-keyword world where prompts, AI conversations, and multimodal inputs dominate. AI Overviews and AI Mode represent major shifts in how queries are...

  21. LinkedIn Masterclass: AJ Wilcox's 3-Stage Funnel That 5Xed Conversions | PPC TH 113

    Watch the video version here: https://youtu.be/FKCn21Z0TN8 Are LinkedIn Ads worth it in 2025? In this conversation, Frederick Vallaeys chats with AJ Wilcox, the world's top LinkedIn Ads expert and a top PPC influencer, about why LinkedIn is becoming the most powerful platform for B2B…

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  22. Google Ads Exclusive with Ginny Marvin, Ads Product Liaison | PPC TH 112

    Watch the video version: https://youtu.be/oO0962bWLZw Get the inside scoop on Google Ads directly from Ginny Marvin, the Google Ads Product Liaison.In this exclusive interview hosted by Navah Hopkins, Ginny shares what’s changing in the world of paid search — from Performance Max updates and ad...

  23. The Tariff Crisis: Survival Tips and Advice for Advertisers (Part 2) | PPC TH 111

    Watch the video version here: https://youtu.be/x_jQeZP04Ck The 2025 trade war is here, and advertisers are feeling the heat. In this special PPC Town Hall, Frederick Vallaeys speaks with economics-savvy marketer Sam Tomlinson to explain how the escalating U.S.-China tariff war is shaking up the…

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  24. The Tariff Crisis: PPC Survival Tips and Advice from Top Experts | PPC TH 110

    Video version: https://youtu.be/ggbpS5rLIzE The 2025 trade war is here, and advertisers are feeling the heat. In this special PPC Town Hall, Navah Hopkins speaks with Duane Brown (Take Some Risk) and Casey Gill (Web Savvy) about the ripple effects of tariffs on Google Ads, Meta, Microsoft, and...

  25. Why Your PPC Reports Are Misleading You | PPC TH 109

    Watch the video version: https://youtu.be/BKsG1dvPx_Q Is your PPC reporting holding you back? In this episode of PPC Town Hall, we uncover how bad attribution models, GA4 issues, and ignored conversion lag can lead to misleading data and lost profit. Learn how to upgrade your reports to power...

  26. PMax, First-Party Data, AI, and More: How to Win at PPC in 2025 | PPC TH 108

    Watch the video version: https://youtu.be/lQ2DkGGfJTU In this episode of PPC Town Hall, host Frederick Vallaeys sits down with Josh Baines from Adthena to discuss the seismic shifts happening in the PPC industry. From AI-powered automation to the changing role of manual bidding, this episode…

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  27. AI Can’t Fix Your Bad Feeds Alone—Here’s Why You Still Matter! | PPC TH 107

    Watch the video version here: https://youtu.be/c_6Wht__TVk In this episode I sit down with Jacques van der Wilt, the founder of DataFeedWatch, to discuss the massive transformation AI is bringing to product data feeds and ecommerce advertising.🔍 Key Topics Covered:✅ How AI is reshaping data feed...

  28. PPC in 2025: What to Stop, Start & Double Down On | PPC TH 106

    Watch the video version here: https://youtu.be/fl_cqCKVI7g In this must-watch episode, PPC experts Andrew Lolk and Julie Bacchini Friedman talk about what PPC advertisers should STOP doing, START doing, and DOUBLE DOWN on in 2025.🔍 Topics Covered:✅ The biggest PPC mistakes to avoid in 2025✅ Why...

  29. Practical Advice on How to Actually Make Smart Bidding Work for You | PPC TH 105

    Watch the video version here: https://youtu.be/yrOm2_q5E_I 🔑 Key Takeaways: 1️⃣ Google's Machine Learning Needs Data: At least 30 conversions per campaign per 30 days for effective smart bidding. If you're not hitting this number, soft conversions (engaged visitors, add-to-cart actions, etc.)…

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  30. Generative Search Is Disrupting Google Ads: What Marketers Need to Know | PPC TH 104

    Watch the video version here: https://www.youtube.com/watch?v=ScSnLk9XC2M In this episode, Frederick Vallaeys spoke to Greg Finn and Christine "Shep" Zernheld, hosts of Marketing O'Clock, one of the top digital marketing news shows. Together, we discuss the latest trends in PPC, Google's evolving...

  31. Old School PPC vs. PPC in the Era of Automation and Generative AI | PPC TH 103

    Watch the video version here: https://youtu.be/X-1iGyBtS70 Generative AI is transforming PPC, but is it all good? In this episode, Sophie Fell, Director of Paid Media at Two Trees PPC, talks about the seismic shifts AI is causing in paid search. A generative AI skeptic herself, Sophie dives deep...

  32. Google Explains How to Leverage Its AI Tools for Profitable Ad Campaigns | PPC TH 102

    Watch the video version here: https://youtu.be/lr-oz0wLWPI Tetsuo Konno, Search & Performance Lead at Google shares how Gemini and predictive AI are changing the way marketers approach Google Ads campaigns. He also teaches how to set up your data properly for Google Ads and why that matters more...

  33. 10 Powerful Automations Beeby Clark+Meyler Uses Everyday to Manage Small Google Ads Accounts

    Watch the video version here: https://youtu.be/oX8AFB-GVUI Amy McLain-Ponder, Group Director of Paid Search at Beeby Clark+Meyler (BCM) shares 10 powerful automations her team uses to tackle the unique challenges of managing small Google Ads accounts. From saving time on repetitive tasks to...

  34. How Advanced Auto Parts Leverages Generative AI for Digital Marketing Success | PPC TH 101

    Watch the episode here: https://youtu.be/cDEVRv8MI2o Learn how Katlyn Edwards from Advanced Auto Parts reveals how they're using generative AI for PPC and SEO. She shared the tools, tactics, and strategies that are helping her team stay ahead in a competitive market. This episode is packed with...

  35. Maximize Q4 Holiday Sales with Microsoft’s Expert Tips | PPC Town Hall 100

    Watch the video version here: https://youtube.com/live/6UepjtkisSc Get your Q4 holiday campaigns ready with Microsoft’s top tips. Join Joe Dries from Microsoft as he dives into key shopping strategies, including early preparation, AI-driven targeting, and leveraging first-party data to connect…

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  36. How Generative AI is Revolutionizing SaaS | Fireside Founders Chat

    Watch the video version here: https://youtu.be/BEe94T9cz8Y In this episode, Frederick Vallaeys chats with Tom O'Malley, Founder and CEO of Ascend AI. Takeaways from the episode: Product-Led Growth: Tom shared the importance of transitioning from a high-touch sales model to a product-led growth...

  37. Unorthodoxy: A Contrarian Marketer's Guide to the New Internet | Fireside Founders Chat

    Watch the video version here: https://youtube.com/live/QrSYTHtHwrg In this episode, Frederick Vallaeys talks to Gill Gildner, co-founder of Discosloth, a marketing agency. Gil presents a refreshing and contrarian approach to modern marketing. This approach resonates with marketers who want to...

  38. How Ex-Googler Sharon Park Built a Winning Agency in the AI Era | PPC Town Hall 99

    Watch the video version here: https://youtu.be/j3PuOdWUDpc In this episode, Frederick Vallaeys sat down with Sharon Park, founder of Sage Digi, to discuss her journey from Google to starting her own digital agency. They talked about the transformation of Google Ads PPC, the impact of generative…

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  39. Google’s U-Turn on Cookies: What Does It Mean for Advertisers | PPC Town Hall 98

    Watch the video version here: https://youtu.be/DGSCAPCsqiQ In this episode of PPC Town Hall, the discussion centered around Google's recent decision to no longer deprecate third-party cookies in Google Chrome, despite previous announcements suggesting otherwise. Ben Vigneron from Blackbird PPC...

  40. What's the future of the 'keyword'? | PPC Town Hall 97

    Watch the video version here: https://youtu.be/r3eH7Loz3FA In this episode of PPC Town Hall, I sat down with Andrew Lolk and Jyll Saskin Gales to discuss Google Ads' latest updates to query matching and brand controls and what it means for keywords, match types, and advertisers. Follow Jyll on...

  41. A PPC Data Analysis Masterclass by Cory Lindholm | PPC Town Hall 96

    Watch the video version here: In this episode, our Co-founder & CEO, Frederick Vallaeys sat down with Cory Lindholm to dive deep into the world of PPC data analysis. Cory kicked things off by covering the essentials. Then, he walked through the process of performing an analysis to uncover…

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  42. BONUS: 7 PPC Automations That Save You From Burnout

    Watch the video version: https://www.youtube.com/watch?v=4uGrZIy7-GQ Matthieu Tran-Van is an independent Google Ads specialist who provides search engine advertising services to clients with a lifetime managed ad spend of $350 million. In this session, he shares 7 automations that helped boost…

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  43. How Marketers Can Thrive in a Post-third-party Cookie Era | PPC Town Hall 95

    Watch the video podcast here: https://youtu.be/xa3jH8M_j88 I spoke to Larry Kim - Founder & CEO at Customers.ai in this episode. Larry talked about how privacy regulations are changing and what that means for marketers. He also talked about how his company, Customers.ai is helping businesses with...

  44. How Search Generative Experience Could Change How You Run Google Ads | PPC Town Hall 94

    Watch the video episode here: https://www.youtube.com/watch?v=R01u7IWODts Google’s Search Generative Experience (SGE) is a big change from how searches usually work. For decades we’ve been used to seeing 10 blue links for our searches—and clicking on them took us to web pages. With SGE, the…

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  45. How Can PPC, Paid Social, & SEO Teams Unlock Higher Revenue by Working Together | PPC Town Hall 93

    Watch the video podcast -> YouTube: https://www.youtube.com/watch?v=lHJv_Ar43rc LinkedIn: https://www.linkedin.com/events/7188199893818118144/comments/ Most businesses use PPC, SEO, and paid social to grow their revenues. But here’s where it goes wrong: while they have a common goal, they work in...

  46. How to Run High-Performing LinkedIn Ads for B2B | PPC Town Hall 92

    Watch the video version -> YouTube: https://www.youtube.com/watch?v=1v725t35QuA LinkedIn: https://www.linkedin.com/events/7183162267134296064/comments/ If you’re into B2B advertising, you just cannot ignore LinkedIn Ads. But for most of us, LinkedIn looks like an expensive and complicated…

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  47. PPC Survey 2024: Insights, Benchmarks, and Trends in PPC, AI, PMax and More | PPC Town Hall 91

    Watch the video podcast here: https://www.youtube.com/watch?v=3zIa8GjgAdw In this episode, I spoke to some of the partners responsible for PPC Survey 2024: Wijnand Meijer, Ed Leake, and Mike Ryan. The PPC Survey was filled out by more than a thousand advertisers from agencies and in-house teams…

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  48. How to Use ChatGPT Code Interpreter to Analyze Your PPC Campaigns | PPC Town Hall 90

    Video podcast: https://youtube.com/live/o009-VTUppU I spoke with Sam Tomlinson, the Executive Vice President at Warschawski, a marketing agency in this episode of PPC Town Hall. Sam is one of the deepest thinkers in PPC. Every time I speak to him, he opens my mind to things I hadn’t thought of...

  49. What’s Working in Performance Max, First-Party Data, and Generative AI in 2024 | PPC Town Hall 89

    Watch the video podcast here: https://www.youtube.com/watch?v=RooEGRegPts 2024 has brought in a new era for marketing: thriving in a privacy-focused environment without sacrificing success. While that’s on one side, there are continuing developments in ad automation and generative AI on the other...

  50. Avoid These Costly Mistakes to Create a High-Converting Landing Page | PPC Town Hall 88

    Watch the video version: https://www.youtube.com/watch?v=MAt6TI6XFeA A bad landing page is one of the biggest reasons for poorly performing Google Ads. Not only will Google be less likely to show your ads, but you’ll probably miss out on valuable conversions too. It also negatively affects your...

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ABOUT THIS SHOW

Host Fred Vallaeys, Co-founder of Optmyzr, is joined by PPC experts for a panel discussion on the latest hot topics in the search marketing world. Topics range from updates to Google, Bing, Facebook, and Amazon Ads, to changes in online search behavior, or changes in the business world.Learn what the experts are seeing in the industry, how they're reacting to make the most of the opportunity, and what they think the future holds.

HOSTED BY

Frederick Vallaeys

CATEGORIES

business marketing

Frequently Asked Questions

How many episodes does PPC Town Hall have?

PPC Town Hall currently has 127 episodes available on PodParley. New episodes are automatically indexed when they're published to the podcast feed.

What is PPC Town Hall about?

Host Fred Vallaeys, Co-founder of Optmyzr, is joined by PPC experts for a panel discussion on the latest hot topics in the search marketing world. Topics range from updates to Google, Bing, Facebook, and Amazon Ads, to changes in online search behavior, or changes in the business world.Learn what...

How often does PPC Town Hall release new episodes?

PPC Town Hall publishes regularly with 127 episodes available. Check the episode list for the typical release schedule.

Where can I listen to PPC Town Hall?

You can listen to PPC Town Hall on PodParley by clicking any episode. We provide an embedded audio player for direct listening, and you can also subscribe via your preferred podcast app using the RSS feed.

Who hosts PPC Town Hall?

PPC Town Hall is created and hosted by Frederick Vallaeys.
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