Let’s have an honest conversation about something I’ve seen over and over again in this industry — and if you manage PPC accounts across multiple platforms, you’ve probably seen it too:
“Just because it works on Google doesn’t mean it’ll work on Bing. Or Meta. Or anywhere else.”
It sounds obvious, but it happens all the time. We get excited about a working campaign and assume we can rinse and repeat across platforms or industries like a one-size-fits-all solution.
Spoiler alert: it’s not.
Picture this: You’re a football coach.
It’s game day—first quarter. Your quarterback throws one bad pass — slightly off, maybe too much juice. And you’re like, “Welp, that’s it. Bench him. Let’s forfeit. Football doesn’t work.”
Sounds ridiculous. Welcome to how some people treat PPC testing.
I’ve had clients panic 48 hours into a brand-new campaign because the leads didn’t come flooding in like the ad was giving away Beyoncé tickets. But here’s the truth:
Let’s be honest — in marketing, we live and die by data. We tweak, optimize, pull back, push harder... all based on what the data tells us. When the data is right. Because we’ve all been there: a campaign looks like it’s poppin' off, clicks galore — but conversions? Crickets. Cue the spiral.
But at this year’s Google Marketing Live, the message was loud, clear, and a little sexy: Data isn’t just important — it’s the main character. And Google brought receipts, AI magic, and some seriously cool tools to make sure we can trust what we’re looking at.
Here’s what I loved (and what you need to know).
If you’ve been in PPC long enough, you know Performance Max (PMax) wasn’t the dream campaign for everyone, especially if you’re in lead gen. It promised all-channel reach (Search, Display, YouTube, Discover, Gmail, and Maps), but it came with zero data transparency and minimal control. The kind of setup that made some of us hate our lives trying to figure out what’s actually working.
Then Google drops a bombshell at Marketing Live 2025, saying: "AI is giving search super power." Enter AI Max for Search — a smarter, faster, and more transparent evolution built right inside Search campaigns, designed to fix PMax’s biggest pain points.
If you’re a marketer who’s been side-eyeing Google lately, wondering what the AI hype is really going to mean for you, especially if you're working with local or small businesses, buckle up. Google Marketing Live 2025 just served up an AI-heavy spread—and for once, there’s something on the table for the rest of us, not just the enterprise big shots with endless budgets and internal teams named things like “growth lab.”
Yes, Google is going full throttle into AI. Again. But this time, we’re seeing tools that—if you know how to use them—could actually save you time, unlock better creativity, and give smaller businesses the ability to punch way above their weight.
Let’s break it down.
Running a successful PPC campaign isn’t just about setting things up and hoping for the best (spoiler: that’s a terrible strategy). If you want real results, you need a solid foundation built on clear goals, a deep understanding of your audience, and—most importantly—a willingness to actually do the work.
Because here’s the truth: algorithms are great, but they are not mind readers. They don’t know your business goals unless you define them. And they certainly won’t do all the heavy lifting while you sit back and sip your coffee.
I get it—PMax for lead generation has been a struggle for a lot of marketers. It feels like we’ve lost control, and the automation doesn’t always work in our favor. But here’s the thing: PMax isn’t going anywhere, so instead of resisting, let’s figure out how to make it work for us, not against us.
If you’ve been burned by PMax, I hear you. But with the right structure, audience signals, and a firm grip on Google’s automation, you can actually make it work and generate high-quality leads. Let’s get into it.
Why Most Businesses Struggle with Marketing (And How to Fix It)
Marketing is no longer just one thing. It’s not just running an ad, posting on social media, or launching a website. It’s a complex, multi-channel effort that requires research, planning, and most importantly—a strategy.
Yet, too many businesses dive into marketing without a plan. They expect immediate results, bounce from one tactic to the next, and ultimately, end up frustrated when they don’t see the ROI they were hoping for.
But here’s the truth: Marketing isn’t your problem. Your lack of strategy is.
How Small Businesses Can Compete with Big Brands
Picture this: You own a small bakery in town, making the best croissants anyone has ever tasted. You know people would love them—if only they could find you. But every time you search for “fresh croissants near me,” there it is—an ad from a big chain with an endless budget. Sound familiar? It’s easy to feel like you’re in a David vs. Goliath battle when running PPC against big brands. But here’s the truth: PPC isn’t just for companies with deep pockets. With the right strategy, small businesses can absolutely compete—and win.
PPC isn’t cheap. Let’s just start there.
It’s not a magic button that spits out endless leads or sales overnight. It takes time, strategy, testing, and yes—money. But too often, businesses pull the plug on PPC for the wrong reasons, leaving potential revenue on the table and starting from scratch later when they realize organic and social alone won’t cut it.
So why do clients quit PPC? Some reasons are preventable. Others, not so much.
Want to read more?
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