The paid media lab

"AI will take our marketing jobs". How many times have you heard that in recent years?Miles McNair (Founder of The PPC Hub & Co-Founder of PPC Mastery) joined us for the finale of Season 3 to explain why the future of marketing doesn't belong to AI - but marketers who can adapt and expand their skillset to offer more value than AI ever could. Miles spoke about his framework - becoming a "T-shaped Google Ads Specialist" in detail, explaining what you need to do to futureproof yourself and your marketing career going forward.Timestamps: 0:00 - Coming up1:33 - Intro5:20 - Additional resources6:46 - What is a T-Shaped Google Ads Specialist?13:47 - How Miles became a T-Shaped specialist18:42 - Optimizers vs. Maximizers21:26 - Broadening your value proposition29:09 - The AI risk for marketing jobs32:12 - Key books & resources for marketers37:00 - Should you be worries about the 'AI apocalypse'44:56 - Zuckerberg's fully-automated marketing future48:28 - One piece of advice for marketers right now50:28 - Final thoughtsDon't have time to watch? Get the written highlights from the session here: https://www.lunio.ai/blog/futureproofing-yourself-as-a-t-shaped-marketerFollow Miles on LinkedIn: https://nl.linkedin.com/in/milesmcnairThe PPC Edge Newsletter: https://www.ppcmastery.com/blogThe PPC Hub Community: https://www.ppcmastery.com/hubGet more free PPC tools, webinars, and resources at: https://www.lunio.ai/resource-library

Google has dominated the digital advertising landscape for a long time now, and despite increasing legal scrutiny, it remains the ad platform of choice amongst marketers, with studies showing that advertisers spend more on Google Ads than both Meta and Amazon Ads combined. ...But do they still deserve the majority of your ad spend in 2026 and beyond? To find out, we spoke to Matt Shenton (Biddable Director at Croud and host of the Paid Search NYC podcast) to find out whether you should divert more of your paid media spend towards other platforms - and how to do it in a way that's both effective and low-risk. Timestamps: 0:00 - Coming up0:15 - Intro2:09 - Matt’s insights from Paid Search NYC3:31 - US vs. UK: Marketing mindsets4:22 - Key advice for platform diversification10:52 - Budget reallocation mistakes13:44 - Ad platforms with the most potential19:17 - Matt’s thoughts on Perplexity / AI ads21:17 - Testing channels/platforms fairly & cheaply25:15 - Marketing efficiency ratio & MMMs26:10 - Maintaining marketing spend efficiency 29:06 - Testing brand campaign value effectively31:12 - Matt’s attribution strategy36:35 - Will Google still dominate PPC in 2 years? 39:29 - Final thoughtshttps://www.youtube.com/channel/UCtyJASw15BD_E_aq6hX-FJAGet more free PPC tools, webinars, and resources at: https://www.lunio.ai/resource-library

Sales and marketing alignment is essential for slick lead generation at B2B and SaaS businesses. According to Hubspot’s 2025 State of Sales report, 41% of salespeople say sales and marketing alignment improves lead quality, while 29% say it can increase revenue and improve customer experience. To help leaders and teams bridge the gap between marketing and sales, we spoke to B2B marketer, speaker, and author Pam Didner.In this episode, Pam spoke about how marketing metrics determine lead quality, how to make marketing content more sales-friendly, and how to adapt your paid media strategy to capitalize on top-of-funnel opportunities as well as bottom-of-funnel conversions. Plus, get some bonus marketing insights from Pam - including some brilliant ways to optimize your content for AI.Timestamps:0:00 - Coming up0:10 - Intro2:15 - How does Pam rank so highly in LLMs? (Icebreaker question)11:34 - Why is there a disconnect between marketing and sales?13:50 - Key Sales/Marketing alignment mistakes17:13 - How Marketing can help Sales use content19:52 - Structuring paid media to speak to top/mid funnel24:24 - What should count as an MQL?26:24 - Should you automate lead vetting?31:19 - Marketing’s role after the initial sale36:23 - The key ABM mistakes40:22 - How many companies should you target with ABM?43:56 - Final thoughtsDon't have time to listen? Get the written highlights from the session here: https://www.lunio.ai/blog/align-marketing-and-sales-teamsFollow Pam on LinkedIn: https://www.linkedin.com/in/pamdidner/Get deeper insights from Pam by checking out her series of books: https://pamdidner.com/books/Subscribe to the Lunio YouTube channel to make sure you don't miss an episode of the paid media lab podcast - or find us wherever you get your podcasts:Watch on YouTube: ‪@lunio_ai‬ Listen on Spotify: https://open.spotify.com/show/5K858fJ...Listen on Apple Podcasts: https://podcasts.apple.com/us/podcast... Listen on Amazon Music: https://music.amazon.co.uk/podcasts/7...Get more free PPC tools, webinars, and resources at:https://www.lunio.ai/resource-library

TikTok is currently the fifth largest social platform in the world, and certainly one of the fastest growing - especially amongst younger audiences. With TikTok’s exponential growth comes massive advertising opportunities. Statistics show that TikTok has more than 3.5 times the ad reach of X, with potential ad reach of almost 2 million users every month. To help marketers capitalize on this, we caught up with Fiona Bradley (Founder of FB Comms) on the Paid Media Lab podcast to get her insights on what makes TikTok advertising tick(tok), mastering UCG, and more. Timestamps:0:00 - Coming up0:13 - Intro3:58 - Meta’s ‘No Ads’ subscription6:38 - ‘AI enhanced’ Facebook ads8:13 - Fiona’s approach to Black Friday9:13 - What are TikTok Search Ads?10:36 - What are GMV Max campaigns?11:44 - The big opportunities for marketers12:59 - Keyword targeting on TikTok14:29 - How people search on TikTok16:03 - Will TikTok Search overtake Google?17:27 - Measurement & attribution in TikTok Search18:43 - Common TikTok marketing mistakes20:27 - Working with creators on TikTok23:34 - Brand guideline advice for TikTok26:34 - Does B2B / Lead Gen work on TikTok?27:38 - Do YouTube Shorts work for B2B / Lead Gen?28:53 - Key advice for marketers using TikTok30:55 - Final thoughts & adviceDon't have time to watch? Get the written highlights from the session here: https://www.lunio.ai/blog/master-tiktok-adsFollow Fiona on LinkedIn: https://www.linkedin.com/in/fiona-content-marketing/  Subscribe to the Lunio YouTube channel to make sure you don't miss an episode of the paid media lab podcast - or find us wherever you get your podcasts:Watch on YouTube: ‪https://youtu.be/jQcJERO-_DEGet more free PPC tools, webinars, and resources at:https://www.lunio.ai/resource-library

AI hype is everywhere. But what does an AI future look like for marketers? Is AI genuinely the future, or just an over-hyped bubble that'll eventually burst, causing chaos in the process?In this episode of The Paid Media Lab, Rand Fishkin (Co-Founder/CEO of SparkToro and many, many other companies) joins us to cut through the noise. Rand shares fresh data on how people really use AI tools like ChatGPT, what’s driving the “AI bubble,” and whether claims of Google’s supposedly inevitable death at the hands of AI hold any truth. We also cover:• What SparkToro’s data says about Google vs ChatGPT usage• The real reason your organic traffic is falling• How to adapt to the rise of zero-click marketing• Whether the AI economy is the dot-com bubble repeating itself, or whether it's something else entirely• Why attribution is broken (and what to measure instead)• How to make your brand visible inside AI models and search resultsIt’s an honest, data-driven look at what works in marketing today, minus the hype.Timestamps:0:00 - Coming up01:25 - Intro 04:45 - Is Rand an AI optimist or pessimist?06:26 - Are we in an AI bubble (in marketing?)08:48 - Is it the same as the Dot-Com crash?10:13 - ChatGPT 5 & AI overhype12:22 - Is Google dead? (+ Research)17:48 - The attention economy21:07 - Why web traffic has declined26:04 - The marketing mindset shift31:29 - Is attribution broken?36:22 - Should you advertise on AI platforms?39:47 - ChatGPT’s Instant Checkout42:37 - AI platforms will screw you43:45 - How to cheat LLMs48:15 - What marketing leaders need to focus on now52:19 - Final thoughtsFollow Rand on LinkedIn: https://www.linkedin.com/in/randfishkin/Get Rand's book, Lost and Founder: https://sparktoro.com/bookSubscribe to the Lunio YouTube channel to make sure you don't miss an episode of the paid media lab podcast - or find us wherever you get your podcasts:Watch on YouTube: ‪@lunio_ai‬ Listen on Spotify: https://open.spotify.com/show/5K858fJ...Listen on Apple Podcasts: https://podcasts.apple.com/us/podcast... Listen on Amazon Music: https://music.amazon.co.uk/podcasts/7...Get more free PPC tools, webinars, and resources at:https://www.lunio.ai/resource-library

Most marketers worship their brand guidelines. Lewis Kemp thinks you should burn them.In the first episode of Season 3 of the Paid Media Lab, Lewis Kemp (founder of Lightbulb Media and The University of Creative Idiots) joins us to explain why strict brand rules kill creativity, and reveals how to rebuild a system that drives actual, meaningful results. We cover:• Why almost every small businesses doesn't actually have a “brand” yet• How ego kills performance (and what to do about it)• The banned ads that made Lewis’s clients millions• How to work with the brand police — and win• Why creative variety is the secret to scaling paid campaignsTimestamps0:00 - Coming up01:04 - Who is Lewis Kemp?03:02 - What is a ‘gimpfluencer’?06:43 - Why most brand guidelines are pointless09:22 - Defining what a real brand actually is10:30 - What businesses lose sign of 12:35 - Examples of ads ruined by brand guidelines14:50 - Lewis’s banned ads and controversial campaigns17:12 - How to work with the ‘brand police’20:30 - The importance of the hook23:54 - Channel-specific tips for Meta, YouTube, and Google Ads26:11 - The psychology behind ads27:05 - When brand guidelines actually matter28:30 - Final thoughts & The University of Creative IdiotsFollow Lewis Kemp on LinkedIn: https://www.linkedin.com/in/lewis-kemp-manchester/Brohemian Rhapsody: https://www.linkedin.com/posts/lewis-kemp-manchester_freddiemercurypoisoning-activity[…]m=member_desktop&rcm=ACoAACFEGBsBRwvmUu5KZhW-4iarWDuWYKRbRxEThe University of Creative Idiots: https://joinuci.com/Prefer reading? Read the episode recap here: https://www.lunio.ai/blog/ignore-the-brand-guidelinesSubscribe to the Lunio YouTube channel to make sure you don't miss an episode of the paid media lab podcast - or find us wherever you get your podcasts:Watch on YouTube: ‪@lunio_ai‬ Listen on Spotify: https://open.spotify.com/show/5K858fJ...Listen on Apple Podcasts: https://podcasts.apple.com/us/podcast... Listen on Amazon Music: https://music.amazon.co.uk/podcasts/7...Get more free PPC tools, webinars, and resources at:https://www.lunio.ai/resource-library

Get Ed's forecasting spreadsheet here: https://edleake.com/google-ads-forecasting-tool/And watch his video going into the spreadsheet in more detail: https://www.youtube.com/watch?v=Ta5fIi0qbHwIn the final episode of Season 2 of the Paid Media Lab podcast, we speak to Ed Leake - founder of God Tier Ads, seasoned agency owner, and PPC expert with over half a billion in managed ad spend - to uncover the biggest mistakes marketers make when forecasting Google Ads performance, and how to do it right.With nearly two decades of experience in paid media, ad tech, and conversion strategy, Ed shares his hard-earned insights on why most forecasts fail, how to build projections that align with real business outcomes, and what every advertiser should know about scaling spend without killing ROAS.Whether you’re pitching new clients, planning Q4 budgets, or trying to get a grip on Google’s automation and Performance Max chaos, this episode is packed with straight-talking advice that cuts through the noise.🎯 Key topics:• Why Google’s built-in forecasting tools often miss the mark• How to forecast with business outcomes — not just ad metrics• Accounting for seasonality & demand curves the smart way• The hidden impact of impression share on CPC and performance• Why Standard Shopping still matters (yes, really)• Forecasting in an AI-driven, keywordless PPC futureTimestamps: 0:00 - Intro 02:12 - Ed’s approach to copywriting04:02 - The problems with Google’s forecasting tools08:39 - Accounting for seasonality in forecasting14:32 - Why impression share is important17:55 - Accounting for Remarketing21:00 - Should you exclude brand from PMax?22:45 - PMax or Standard Shopping?24:41 - Will AI invalidate forecasting?27:34 - Putting the work in29:32 - Final thoughts Prefer watching over listening? Subscribe to Lunio's YouTube channel to get full-length video episodes:https://www.youtube.com/@lunio.aiGet more free PPC tools, webinars, and resources at:https://www.lunio.ai/resource-library

In this episode of the Paid Media Lab podcast, we speak to Sofia Akritidou - founder of ThinkWise Digital and seasoned B2B PPC strategist - to explore what’s really broken in B2B lead generation and how to fix it using smarter paid media strategies.With over seven years of hands-on experience across Google Ads, LinkedIn, and paid social, Sofia shares actionable insights on improving lead quality, avoiding junk conversions, aligning keyword intent, and building campaigns that drive actual revenue, and not just vanity metrics.Whether you’re running PPC campaigns for a SaaS startup, scaling paid media for a fintech platform, or trying to align marketing and sales on what a “qualified lead” really looks like, this episode is packed with tips to help you turn ad spend into closed-won deals.Timestamps:0:00 - Intro 2:07 - How Sofia became a B2B specialist3:16 - What makes B2B Lead Gen different to B2C?6:15 - Generating qualified leads from PPC9:19 - Examples of key lead gen mistakes10:43 - How to filter out unqualified leads12:40 - Predicting when campaigns will bring poor leads15:03 - Keyword intent classification tips17:24 - Gated vs. Ungated content in B2B20:00 - Moving prospects through the funnel21:36 - Optimizing campaigns for qualified leads24:01 - Which KPIs should you pay attention to?25:17 - Lead Scoring advice28:08 - LinkedIn Lead Gen campaign tips32:05 - Final thoughts / outroPrefer watching over listening? Subscribe to Lunio's YouTube channel to get full-length video episodes:https://www.youtube.com/@lunio.aiGet more free PPC tools, webinars, and resources at:https://www.lunio.ai/resource-library

Performance Max campaigns are everywhere - but most advertisers are still flying blind when it comes to controlling spend and cutting waste.To help marketers take back control, we spoke to Guillaume Devinat, CEO of PPC optimization platform Optmyzr, and uncovered the ultimate PMax negative keyword strategy.In the session, Guillaume reveals the findings of a huge study into how advertisers use (or don’t use) negative keywords in PMax - and shares a practical, step-by-step framework to cut waste, reduce junk traffic, and improve efficiency.Expect to learn:• Why 68% of PMax campaigns are running with zero negative keywords• The most common search terms and placements that waste budget• How to proactively identify and exclude bad traffic with n-gram analysis• Early indicators of low-quality traffic (before conversions suffer)• How to use ChatGPT to uncover wasteful keyword themes at scale• Key settings in PMax that quietly drain spend if left unchecked• How to estimate the ROI impact of negative keyword and placement exclusions• Tips on geo targeting, content suitability, and URL expansion• The case for lead gen advertisers to rethink their use of PMaxTimestamps: 0:00 - Intro1:36 - Guillaume’s key focuses at Opteo2:07 - How marketers are using negative keywords4:02 - Why are negative keywords so underutilized?7:16 - Which search terms waste the most ad spend?10:18 - Finding the best negative keywords14:55 - Competitor keywords as negative keywords16:06 - Biggest sources of waste in PMax campaigns21:48 - Managing ad placements23:58 - Key metrics to track after making changes28:14 - Final thoughts / outroPrefer watching over listening? Subscribe to Lunio's YouTube channel to get full-length video episodes:https://www.youtube.com/@lunio.aiGet more free PPC tools, webinars, and resources at:https://www.lunio.ai/resource-library

AI Max is here - but getting the right information about it, and what it means for your campaigns, can be hard to find. To help marketers get a clear view on how to prepare for AI Max, we spoke to Google Ads Expert Jyll Saskin Gales. Jyll is a former Google employee, top PPC consultant, and author of Inside Google Ads - a fitting book title, given that very few people know what goes on inside Google's Ads than her. In this extended episode of the Paid  Media Lab, we spoke to Jyll about all-things AI Max, as well as how Broad Match ties in (and how to use Broad Match effectively). Expect to learn: • What AI Max is and how it evolved from Search Max • Key AI Max features: text customization, keyword list targeting, final URL expansion • New transparency and control options in AI Max • Shift from keyword matching to intent prediction in Google Ads • Opportunities and risks of keywordless PPC • Best practices for using broad match effectively • Jyll’s three C’s: conversion tracking, customer lists, creative • The truth about audience signals in AI/Performance Max • How to test AI Max responsiblyDon't have time to listen to the whole thing? Find our written recap of the session here: www.lunio.ai/blog/google-ads-ai-max-explainedTimestamps:0:00 - Intro2:36 - ‘Inside Google Ads’ book discussion4:08 - Why ‘the house always wins’ in Google Ads6:45 - AI Max vs. Search Max8:45 - What is AI Max?9:57 - How transparent is AI Max?11:34 - Is AI Max just broad match + DSA?12:59 - Is this the ‘keywordless future’?15:29 - Final URL Expansion + audience signals22:20 - Should you test AI Max?25:07 - Using Broad Match effectively29:00 - Where Jyll uses Broad MatchPrefer watching over listening? Subscribe to Lunio's YouTube channel to get full-length video episodes:https://www.youtube.com/@lunio.aiGet more free PPC tools, webinars, and resources at:https://www.lunio.ai/resource-library

Download Aaron Young's Google Ads Optimization Checklist (for free) here: https://www.definedigitalacademy.com/optimiseLooking for a repeatable, structured way to optimize your Google Ads campaigns without burning out or flying blind?In this episode of the Paid Media Lab, we’re joined by PPC expert Aaron Young - founder of Define Digital Academy, and one of the most trusted and popular voices on YouTube when it comes to paid search.Aaron walks us through his updated 2025 Google Ads Optimization Checklist - a practical, spreadsheet-based framework that breaks campaign management into clear, actionable steps using his unique S.T.A.B. method: • Spending & segmentation • Targeting • Ads & landing pages • BiddingWhether you’re managing Search, Shopping, PMax, Display, Demand Gen or YouTube campaigns, this checklist will help you eliminate guesswork, reduce wasted spend, and scale performance with confidence.Timestamps:0:00 - Intro + checklist overview1:53 - Aaron’s main PPC focuses3:31 - ‘Golden rule’ for Demand Gen + PMax6:36 - ‘Optimized targeting’ in Demand Gen8:26 - How to use the optimization checklist11:11 - Understanding the S.T.A.B method14:47 - How to prioritize ad optimization actions16:12 - How to operationalize & action ad optimizations18:57 - Actions you shouldn’t overlook20:01 - Additional tips to enhance ad optimization 22:41 - How to identify & action additional optimizations27:53 - Final thoughts / outroPrefer watching over listening? Subscribe to Lunio's YouTube channel to get full-length video episodes:https://www.youtube.com/@lunio.aiGet more free PPC tools, webinars, and resources at:https://www.lunio.ai/resource-library

In this episode of the Paid Media Lab podcast, we’re joined by Inny Vaiciute to break down how to outsmart rising CPCs with smarter PPC account structure - covering strategy, segmentation, and common mistakes that drain budget.As Senior PPC Manager at Circus PPC, Inny manages high-performing campaigns across ecommerce and lead gen - blending creative problem-solving with data-driven decision making to consistently drive results.In this episode, we explore everything from campaign type selection and geographic setup to the death of SKAGs, when to segment ad groups, and how to feed the algorithm the cleanest possible data.If your CPCs are spiraling and you need to make every click count, this is your playbook.Timestamps:0:00 - Intro1:59 - Inny’s key focuses in PPC right now 3:32 - Why does account structure matter with high CPCs?5:04 - Common account structure issues that inflate costs7:27 - How to decide when to segment campaigns9:27 - Blending campaign types to keep costs down12:36 - Pros/cons of Demand Gen campaigns14:45 - Single keyword ad groups vs Themed ad groups17:19 - Structuring campaigns around funnel stages20:22 - How geographic campaign structuring affects CPCs22:54 - Predicting campaign changes / Google performance planner26:14 - Final thoughtsPrefer watching over listening? Subscribe to Lunio's YouTube channel to get full-length video episodes:https://www.youtube.com/@lunio.aiGet more free PPC tools, webinars, and resources at:https://www.lunio.ai/resource-library

In this episode of the Paid Media Lab podcast, we’re speaking to Teodor Yordanov about how to master local campaigns in Google Ads - covering best practices, real-world strategies, and the common pitfalls to avoid.Very few marketers understand how to bridge the gap between digital campaigns and physical store visits like Teodor Yordanov, Senior Paid Media Director at Book Up Media and Marketize Me. With over £100M in managed ad spend and deep experience across retail, ecommerce, and travel, Teo shares the exact tactics he uses to drive high-intent foot traffic at scale.In this episode, we explore everything from store visit attribution and local inventory ads, to Teo’s postcode-based location targeting method - and the exact campaign structure that delivered a 210% MoM increase in store visits.Timestamps:0:00 - Intro3:07 - Teo’s Google Ads generic search term script5:00 - What are local store visits in Google Ads6:50 - Why use Google Ads to drive in-store traffic?8:32 - What are Local Inventory Ads & why are they effective12:05 - Inefficiencies with location targeting for LIAs13:48 - Teo’s advanced postcode targeting tool16:50 - How to optimize local store visit campaigns20:01 - Case study: 210% MoM increase in store visits22:35 - Final thoughtsPrefer watching over listening? Subscribe to Lunio's YouTube channel to get full-length video episodes:https://www.youtube.com/@lunio.aiGet more free PPC tools, webinars, and resources at:https://www.lunio.ai/resource-library

In this episode of the Paid Media Lab, we’re joined by Kirk Williams - founder of ZATO Marketing, TEDx speaker, and 2025’s 3rd most influential PPC expert - to break down exactly how to optimise PMax for eCommerce success.Whether you’re managing a single-product Shopify store or a large multi-brand catalogue, Kirk’s advice will help you turn underperforming PMax campaigns into high-performing ROI machines.Timestamps:0:00 - Intro3:55 - How PMax differs from other campaign types6:29 - PMax campaign structures for shopify stores13:57 - Feed optimization best practices19:33 - How to get more insights from PMax22:01 - Driving the most revenue from PMax26:54 - Final thoughtsPrefer watching over listening? Subscribe to Lunio's YouTube channel to get full-length video episodes:https://www.youtube.com/@lunio.aiGet more free PPC tools, webinars, and resources at:https://www.lunio.ai/resource-library

In this episode of the Paid Media Lab podcast, we're speaking to Amy Hebdon about the potential of Responsive Search Ads (RSAs) - covering best practices, key strategies, and the all-too-common RSA mistakes to avoid.Very few marketers know the ins-and-outs of RSAs as well as Amy Hebdon, founder of Paid Search Magic and creator of the famed ‘Magnetic RSAs’ course, where she breaks down every aspect of what successful RSAs look like. In this episode, we cover everything you need to know about Responsive Search Ads, and get Amy’s insights on what the future holds for them.Timestamps:0:00 - Intro3:01 - What are Responsive Search Ads?5:11 - The key elements for RSA setup6:56 - Target audience vs. Anti audience8:54 - How important is the ‘Ad Strength’ metric?12:04 - Common mistakes & pitfalls to avoid14:01 - Should you use ChatGPT for RSA ad copy?15:55 - When you should pin vs. shouldn’t pin 17:34 - Key factors to keep in mind with RSA campaigns19:08 - Creating & targeting more niche audiences21:21 - Troubleshooting underperforming RSAs23:10 - What will the future hold for RSAs?25:45 - How AI overviews impact PPC27:34 - Running ads in LLMs?Prefer watching over listening? Subscribe to Lunio's YouTube channel to get full-length video episodes:https://www.youtube.com/@lunio.aiGet more free PPC tools, webinars, and resources at:https://www.lunio.ai/resource-library

The Paid Media Lab is back for Season 2 - and we're kicking things off by speaking to none other than Frederick Vallaeys about his methods for streamlining PPC management with ChatGPT and other LLMs. Recently voted the #1 most influential PPC expert of 2025, Fred brings a wealth of knowledge from decades in the industry - previously as a Product Specialist & Ads Evangelist at Google, or currently as CEO of Optmyzr.In this episode, Fred reveals how he’s harnessing the power of ChatGPT and other large language models to streamline campaign management and save thousands of hours on PPC tasks.Whether you’re managing ads at scale or just starting to explore AI in paid media, Fred’s practical, cutting-edge insights will give you a serious edge (and save you countless hours!)Timestamps:0:00 - Intro: PPCSurvey results, PerformanceMCR event5:10 - Which tasks should you automate with ChatGPT?7:54 - How to write better prompts for GenAI12:24 - Using GenAI for ad copy, keywords, socials18:51 - Feeding ChatGPT the right data23:40 - What tasks should you NOT use ChatGPT for?28:07 - Final thoughtsPrefer watching over listening? Subscribe to Lunio's YouTube channel to get full-length video episodes:https://www.youtube.com/@lunio.aiGet more free PPC tools, webinars, and resources at:https://www.lunio.ai/resource-libraryRead Fred's full SEL article on connecting ads data to GenAI for smarter PPC here: https://searchengineland.com/4-ways-to-connect-your-ads-data-to-generative-ai-for-smarter-ppc-454330Watch Navah Hopkins' episode on using Dynamic Search Ads for competitor research: https://www.youtube.com/watch?v=lsduYRdokhI

Season 2 of the Paid Media Lab podcast kicks off on the 21st May!Join us as we sit down with the best in the PPC business - including top performance marketers, media buyers, and growth strategists - to uncover what’s actually working in paid media right now. No fluff - just real insights, proven tactics, and unfiltered conversations in a digestible format to improve your PPC game (and potentially save you thousands!)🎧 New episodes dropping weekly - follow us on your preferred podcast platform to stay ahead of the curve.Prefer watching over listening? Subscribe to Lunio's YouTube channel to get full-length video episodes:https://www.youtube.com/@lunio.aiGet more free PPC tools, webinars, and resources at:https://www.lunio.ai/resource-library

In this episode of the Paid Media Lab podcast, we're speaking to Tomasz Abbott-Wieczorek about the often under-appreciated topic of ad copy localization for international PPC campaigns. You likely already know Tomasz as the founder of the PPC Profit Club, a sizable community of marketers sharing tips, strategies, and best practices for PPC success. Individually, Tomasz has audited over $1 billion in Google Ads spend, and has been ranked amongst the top 100 most influential PPC voices worldwide.In this episode, Tomasz discussed key strategies to maximize the ROI on international PPC campaigns - something Tomasz has extensive experience in - by aligning with cultural nuances, linguistic expectations, local buying behaviors, and more.In just over 25 minutes, we discussed everything marketers need to know about adapting their ad copy for international campaigns:Timestamps:00:00 - Intro02:35 - PPC Profit Club04:03 - Why ad copy localization matters05:38 - Likely performance improvements from localization07:02 - Industries where localization really matters09:25 - Tips for identifying the best local copy 12:09 - Case study: The best brands to learn from13:52 - Testing/optimizing localization copy17:22 - How use AI in localization20:43 - Balancing unique localization & brand messaging23:07 - Key ad copy localization tips23:54 - Final thoughts / outroPrefer watching over listening? Subscribe to Lunio's YouTube channel to get full-length video episodes:https://www.youtube.com/@lunio.aiGet more free PPC tools, webinars, and resources at:https://www.lunio.ai/resource-library

In this episode of the Paid Media Lab podcast, we sat down with PPC expert Lucy Smith to discuss demand-led bidding, and how it can help marketers make the most of their ad budgets.With over eight years of experience managing campaigns across paid search, paid social, and programmatic channels, Lucy has worked with clients across various industries to refine bidding strategies that adapt to real-time demand.During our conversation, we broke down:• What demand-led bidding is and why it’s more important than ever.• How to move beyond fixed budgets and let demand dictate your ad spend.• The impact of Google’s latest PMax updates and how to use them effectively.• Common pitfalls to avoid when transitioning to demand-led bidding.• Technical considerations and tools that can help optimize performance.If you’re looking for ways to drive more efficiency, maximize tROAS / tCPA, and stay ahead of competitors--this episode is a must-listen.Timestamps: 00:00 - Intro01:06 - Insight into new PMax controls03:31 - Overview of demand-led bidding (+why it’s so important)05:52 - Who benefits the most from demand-led bidding07:27 - Considerations when approaching a demand-led strategy09:25 - Real-world examples to consider10:50 - Lucy’s first-hand experience & pitfalls to consider15:05 - How long to wait before deciding to make changes16:10 - Expectation setting & communication 18:12 - Technical considerations to be aware of 20:52 - Recommended tools / scripts23:16 - PMaximiser rundown24:28 - Key advice for implementing demand-led bidding26:56 - Final thoughts / outroPrefer watching over listening? Subscribe to Lunio's YouTube channel to get full-length video episodes:https://www.youtube.com/@lunio.aiGet more free PPC tools, webinars, and resources at:https://www.lunio.ai/resource-library

In this episode of the Paid Media Lab podcast, we sat down with PPC expert Chris Nightingale to discuss all things landing pages in 2025 and beyond. Chris is the owner of Can-Do Marketing, having previously worked as the Marketing Lead at AO and the Head of Digital Marketing at Alleyoop to name but a few. With over 10 years experience in both the B2B and B2C marketing spaces, Chris has an extensive background in all aspects of marketing. He has a particular interest in the power of landing pages, and their potential to turn visitors into long-time customers. During our chat, we recapped landing page fundamentals that every marketer needs to consider, before diving into more advanced strategies and considerations to see success in 2025 and beyond. Timestamps:00:00 - Intro02:25 - Landing page fundamentals 03:38 - Key landing page mistakes to avoid06:50 - What % of budget go towards landing pages?09:01 - Step-by-step: Create landing pages11:32 - Relating search ad copy to landing page copy14:38 - PMax landing pages & final URL expansion17:08 - Should you send paid traffic to blogs?18:30 - Real-world customer journey examples20:47 - Building social proof22:38 - Personalization & dynamic landing page advice 25:55 - Final thoughtsPrefer watching over listening? Subscribe to Lunio's YouTube channel to get full-length video episodes:https://www.youtube.com/@lunio.aiGet more free PPC tools, webinars, and resources at:https://www.lunio.ai/resource-library

In this episode of the Paid Media Lab podcast, we're speaking to Navah Hopkins about the potential of Dynamic Search Ads, and uncovering their secret power--competitor research.Navah is a titan of the PPC industry. You've likely already heard her speaking at key industry events, seen her valuable and insightful takes on LinkedIn, or read her in-depth PPC articles on Search Engine Land. Navah is also a Brand Evangelist at Optmyzr, where she provides regular PPC industry insights to help performance marketers gain a deeper understanding of the ad platforms they use.In this episode, Dynamic Search Ads were the key point of discussion. Particularly, Navah spoke about their often unrecognised potential as a competitor research tool. In just under 30 minutes, we discussed everything marketers need to know about DSAs, and their potential as a compelling competitor research tool: Timestamps:00:00 - Intro03:45 - Dynamic search ads overview05:16 - Dynamic target section features06:56 - Search volume validity in DSA09:37 - Dynamic search ads setup guide13:21 - Generating optimal headlines in DSA15:03 - How Google makes category decisions17:38 - Navah’s first-hand examples19:43 - Using DSA to get competitor data21:00 - DSA challenges/pitfalls to look out for22:02 - Microsoft DSA vs Google DSA22:58 - The future of Dynamic search ads24:45 - Final thoughts / wrapping upPrefer watching over listening? Subscribe to Lunio's YouTube channel to get full-length video episodes:https://www.youtube.com/@lunio.aiGet more free PPC tools, webinars, and resources at:https://www.lunio.ai/resource-library

In this episode of the Paid Media Lab podcast, PPC expert Scott Carruthers about value-based bidding and the key optimization points for PPC campaigns.Scott is a widely respected voice in the paid media industry, sharing valuable tips, scripts, and insights for his thousands of LinkedIn followers.Scott is also Head of PPC at Journey Further, spending well over a decade crafting and executing award-winning search marketing campaigns for leading brands around the world. With overall conversion value proving increasingly important for performance marketers due to tightening budgets and greater expectations, we spoke to Scott about his take on a more value-driven approach to campaigns. He ran us through his methodology on lead volume vs. lead quality, his step-by-step guide on switching to a more value-based approach, what to consider when choosing optimization points to aim for, and a whole lot more--including: Timestamps:00:00 - Intro02:00 - Google's Power Pair: Implications going forward05:04 - Optimization points in PPC: Why they’re important09:01 - Factors to consider when choosing optimization points12:25 - Adopting a value-based approach16:51 - Case study: Using availability and competitor data20:00 - Defining conversion points, leveraging AI, and refining PPC21:38 - New user signals incorporated into broad match23:08 - Final thoughts / outroPrefer watching over listening? Subscribe to Lunio's YouTube channel to get full-length video episodes:https://www.youtube.com/@lunio.aiGet more free PPC tools, webinars, and resources at:https://www.lunio.ai/resource-library

This episode of the Paid Media Lab podcast featured PPC Expert Nick Handley discussing product feed optimization at scale, how to accurately measure the impact of marketing, and much more. Nick is the head of Paid Media Performance at performance marketing agency Impression, and has years of experience under his belt working alongside leading brands. We spoke to Nick about the importance of product feed optimization, and what to do when you initially adopt a product feed that's in a 'less than ideal' condition. We also discussed Nick's core personalization strategies, vehicle ads on Google, cross-platform integration, and a whole host of important topics that performance marketers need to stay on top of--including: Timestamps: 00:00 - Intro 02:33 - An overview of Nick’s approach to a case study involving an automotive client 05:08 - First steps when dealing with a large / unorganized product feed 08:12 - What vehicle ads are, and how they differ from general shopping ads 10:10 - Creating personalised feeds for Meta 15:24 - Getting quality first-party information in the automotive industry 17:12 - Why measuring the holistic impact of marketing is so difficult in 2025 and beyond 20:07 - Using incrementality & uplift tests to measure impact 22:24 - Nick’s key advice for performance marketers & the importance of feed quality 25:16 - Final thoughts / outro Prefer watching over listening? Subscribe to Lunio's YouTube channel to get full-length video episodes: https://www.youtube.com/@lunio_ai Get more free PPC tools, webinars, and resources at: https://www.lunio.ai/resource-library

On the Paid Media Lab podcast this week, PPC Consultant Selina Patel gave her expertise on the (surprising) announcement from Google that Performance Max (PMax) campaigns are no longer prioritized over Standard Shopping campaigns. Selina is the founder of Exposure Media, a PPC consultancy based in Manchester. Selina has worked for international brands with multi-million dollar budgets, small local businesses just finding their niche, and just about everything in between--giving her a wealth of experience across all aspects of the paid media industry. Selina has a particular interest in Google Shopping and product feed management, making her a highly knowledgeable guest when it comes to PMax vs. Standard Shopping. When Google announced they were deprioritizing PMax, we knew Selina would be the perfect guide for marketers looking to forge a new strategy. Selina’s years of experience means she has a deep understanding of the nuances of each campaign type, and could provide marketers with actionable insights on how to work with both campaign types going forward. Timestamps: 00:00 - Intro 02:34 - What Google's deprioritization of PMax means for marketers 05:19 - Early Data on Standard Shopping performance 06:47 - How PMax feed-only has weakened significantly due to the change 08:15 - Key advice for marketers: How to manage the change in prioritization + feed-only 09:40 - Shopping Spend Alert Script: Custom script to monitor changes in spend 10:27 - The implications of consolidated campaign structures for PMax 12:37 - PMax strengths: When to use PMax over Standard Shopping 14:35 - The drawbacks of PMax (+standard shopping advantages) 16:45 - Case Study: How Standard Shopping can improve product visibility 21:02- Key recommendations: How to approach PMax and standard shopping 23:51 - Final thoughts Prefer watching over listening? Subscribe to Lunio's YouTube channel to get full-length video episodes: https://www.youtube.com/@lunio_ai Get more free PPC tools, webinars, and resources at: https://www.lunio.ai/resource-library

In this episode of The Paid Media Lab podcast, we're speaking to PPC expert Adriaan Dekker about whether it's worth shifting to POAS instead of ROAS. Adriaan is a highly respected voice within the PPC community, known for documenting every minor and major update to the Google Ads platform since launching his Google Ads newsletter in November 2022. With a substantial 100k+ following on LinkedIn, Adriaan is a recognized authority in the field, and a trusted guide for thousands of performance marketers working at the cutting-edge of PPC. We could think of no better way to delve into advanced paid search metrics than to get Adriaan on, and have a chat with him about something he firmly believes in – the value of the Profit on Ad Spend (POAS) metric vs. the more traditional ROAS metric. Timestamps: 0:00 - Intro 3:25 - POAS vs ROAS explained 5:02 - POAS for different businesses: which types of businesses can benefit most from POAS 6:28 - B2B Webshop Trends: Adriaan notes the growing trend of B2B companies using webshops. 6:02 - Accurately calculating profit margins 7:20 - Essential prep/considerations before transitioning to POAS 8:38 - POAS and budget allocation: how to shift budget allocation to more profitable products 9:47 - Impact of POAS on automated bidding strategies 11:20 - Google Ads gross profit optimization: Getting POAS from third party tools vs. Google 13:20 - How/when other platforms may follow Google's lead and adopt POAS 14:58 - Using profit metrics for POAS & offline conversion tracking 16:16 - Additional resources Adriaan recommends for getting started with POAS Prefer watching over listening? Subscribe to Lunio's YouTube channel to get full-length video episodes: @lunio_ai Get more free PPC tools, webinars, and resources at: https://www.lunio.ai/resource-library 

In the second episode of the Paid Media Lab podcast, we're speaking to PPC expert Sophie Logan about her approach to running high-performing competitor campaigns across paid search. Sophie is the PPC lead at Beauhurst, a leading private company database tool for the UK market. Specializing in B2B and SaaS brands, Sophie has many years of experience in the performance marketing space under her belt, and regularly shares her insights as a speaker at conferences and industry events. Sophie is also a regular contributor to Search Engine Land, making her a leading voice in the PPC community. We could think of no one better to discuss competitor bidding than Sophie, so we had to get her on the podcast to outline the key strategies and considerations required to ensure success. Timestamps: 0:00 - Intro 03:03 - When to bid on competitor brand names, and when to avoid it 05:50 - Why competitor keyword bidding requires a different approach 06:56 - How to decide which competitors to target 08:35 - Step-by-step process for setting up competitor bidding campaigns 09:49 - Being creative with ad copy when you can't use competitor names directly 12:24 - Recommended bidding strategy 13:35 - How to create winning landing pages for competitor campaigns 15:10 - Key metrics when assessing competitor bidding campaign performance 17:00 - Cases where competitor bidding can backfire 17:20 - Sophie’s response when she found out a competitor violated an agreement to stop bidding on each other 18:24 - Using forums like Reddit to research competitor complaints and guide your campaigns 20:32 - Key optimizations for competitor bidding campaigns 22:10 - Sunk cost fallacy 22:32 - Wrapping up / outro Prefer watching over listening? Subscribe to Lunio's YouTube channel to get full-length video episodes: ⁠@lunio_ai⁠ Get more free PPC tools, webinars, and resources at:  ⁠https://www.lunio.ai/resource-library ⁠

Welcome to the first episode of the Paid Media Lab podcast, where we're kicking things off by speaking to the 'Demand Gen whisperer' himself, Thomas Eccel. Thomas is one of the most respected and recognised voices on LinkedIn, often breaking major Google updates and discussing optimal strategy with his thousands of followers, and 20,000+ strong audience of PPC newsletter subscribers. We spoke to Thomas about all things Demand Gen in 2025, including his step-by-step strategy for seeding high-performing Demand Gen Lookalike Audiences using Meta lead gen campaigns. Timestamps: 00:00 - Intro 03:10 - How Thomas became the ‘Demand Gen whisperer’ 05:39 - What DemandGen campaigns are, and what goals they achieve 08:38 - Lookalike audiences and their significance for Demand Gen 11:50 - Rundown of all audience targeting options for Demand Gen 13:25 - Thomas’ step-by-step strategy for seeding a Demand Gen lookalike audience via a Meta lead gen list 16:55 - The difference between narrow, balanced, and broad audience options 17:49 - The feedback received from people who have tried Thomas’ lookalike audience strategy 19:04 - Specific instances where Thomas would recommend a lookalike-only approach 20:55 - Potential downsides of a lookalike audience strategy 22:40 - Additional resources Thomas recommends for those interested in learning more about Demand Gen campaigns Prefer watching over listening? Subscribe to Lunio's YouTube channel to get full-length video episodes: @lunio_ai Get more free PPC tools, webinars, and resources at:  https://www.lunio.ai/resource-library 

The paid media lab is a podcast for performance marketers who want fresh, innovative, and actionable strategies to maximize return on ad spend.  In each episode, we speak to a leading paid media expert about the one strategy, approach, or tactic that has consistently delivered impressive performance improvements across their campaigns in recent months.  Experimenting and trying new things is crucial for gaining a competitive edge in Paid Media, and that’s exactly what this show is designed to help you with! Presented by James Deeney and brought to you by Lunio, the go-to solution for combatting click fraud and invalid traffic.  Get more free PPC tools, webinars, and resources at:  https://www.lunio.ai/resource-library