Danny Andrawes 1 February 2025 8 minutes reading time

Guide To The Best PPC Tactics To Use In Your Google Advertising Campaigns

The rules of Pay-Per-Click are being rewritten (again), and if you’re still relying on the same old PPC tactics, you might as well be using a rotary phone to contact your leads. (Okay, maybe not that bad, but you get the picture.)

As we step into 2025, new trends are reshaping how we approach paid CPC ads. To stay ahead, you need to adapt quickly.

We’ve identified five core strategies that are no longer optional but essential for the coming year. Consider this your blueprint for running successful Pay-Per-Click / PPC ads in 2025, designed to move you beyond surface-level adjustments and drive measurable results. Let’s dive right in.

PPC Tactic #1: Let the Machines Do the Heavy Lifting

When it comes to PPC tactics in 2025, Artificial Intelligence (AI) is taking center stage. With powerful digital marketing tools that optimise campaigns automatically, AI is like having a dedicated assistant working around the clock to ensure your ads deliver optimal results.

Here’s how leveraging AI can help your game plan:

AI-Powered Bidding

AI’s most impactful application in PPC is automated bidding. Platforms like Google Ads now leverage sophisticated algorithms that adjust bids in real time to meet specific goals, whether you’re aiming for a target CPA (cost-per-acquisition) or maximise your return on ad spend (ROAS). This takes the guesswork out of your bids and ensures more accurate, efficient spending.

Ad Creation and Optimisation

Beyond ad bidding, AI can assist with lead generation and creating / optimizing multiple ad copies. AI tools generate different versions of your ads, test them across different audiences, and automatically refine them based on performance data. It’s like having a whole team of copywriters and data analysts working tirelessly to ensure your ads always perform at their peak.

This constant refinement means your ads are always fresh, relevant and engaging. No more stale copy or outdated visuals. With tools like Pattern89 and similar platforms, your ads will continuously adapt and improve, ensuring you stay ahead of the curve and capture the attention of your target audience.

You may want to review: What Is Google BARD? A Guide To Googles New AI | What is Gemini? A Guide To Google’s Newest AI | Don’t Get Left Behind: How to Future-Proof Against AI Content

Predictive Targeting

AI also enables predictive targeting by analysing vast amounts of data to identify your ideal customers, predict their behaviour, and tailor your ads accordingly. This means your ads are more likely to reach the right people at the right time, leading to higher engagement and conversions.

However, it doesn’t just place ads in front of the right people– it anticipates their needs, even before they realise it. This is made possible by analysing past behaviour, purchase history, online interactions and more. For example, if a customer browses running shoes on your website, AI might predict their interest in a marathon event and display an ad related to that.

Tools like 6sense and Lattice Engines lead the way in predictive targeting to identify high-potential leads and personalise your PPC tactics. These platforms go beyond basic demographics and delve into intent data, allowing you to target users actively searching for products or services like yours.

PPC Tactic #2: Stop Telling, Start Showing

With online video consumption exploding, video ads have become a critical component of any PPC strategy. But why are video ads so powerful?

Well, for starters, they’re incredibly engaging. In a world of shrinking attention spans, video cuts through the noise and captures attention like no other medium. Whether it’s a funny skit, a heartwarming story or a product demo, video connects with your audience on an emotional level and leaves a lasting impact.

Types of Video Ads to Use

Video ads can be incredibly versatile, appearing in various formats across different platforms.

Types Of Video Ads

Video Ad Formats

Here are a few to consider for your 2025 PPC campaign:

  • In-stream Ads — These ads play before, during, or after other video content (e.g., YouTube pre-rolls).
  • Out-stream Ads — These appear within text content or across web pages, often auto playing as user scrolls.
  • Bumper Ads — Short, non-skippable ads (typically under 6 seconds) that deliver concise and impactful messages.

No matter the format, short, snappy and engaging content is key. Viewers have short attention spans, so you must grab their attention quickly and deliver your message effectively.

Where to Run Video Ads

The options are endless. While YouTube remains the undisputed king in video content, don’t overlook other platforms such as Facebook ads, Instagram ads, and TikTok. Additionally, display networks can place your video ads on websites across the internet, expanding your reach.

PPC Tactics #3: Hey, [Your Brand], Optimise for Voice Search

With smart speakers like Alexa and Google Home popping up everywhere and voice assistants like Siri becoming our go-to for quick information, the future of search is hands-free. And for marketers, this means adapting their PPC and even their SEO strategies to align with this growing trend.

Voice Search

Voice Search

How Voice Search Differs

But this isn’t just about hopping on the latest bandwagon — it’s about understanding how people search differently when they speak compared to when they type.

Voice searches tend to be longer and more conversational, often phrased as questions rather than keywords. For example:

  • Typed: “Italian restaurant”  
  • Spoken: “Hey Siri, find me the best Italian restaurant near me that’s open now.”

This shift towards natural language requires a different approach to keyword research and ad copywriting.

How to Optimise for Voice Search

  • Focus on Long-Tail Keywords: Use phrases reflecting how people actually speak. Instead of targeting “pizza,” consider “Where can I get a gluten-free pizza delivered near me?”
  • Answer Questions: Craft ad copy that directly addresses user queries. For example, if someone asks, “What are the benefits of using a VPN?” your ad should provide a concise and informative answer.
  • Use Structured Data: Provide context to search engines and help them understand the content of your website. This increases your chances of appearing in voice search results.

PPC Tactics #4: Get Personal (But Not Creepy)

Gone are the days of one-size-fits-all advertising. In 2025, hyper-personalisation is the key to capturing attention and driving conversions.

Hyper-personalization takes audience segmentation to the next level, leveraging advanced techniques to create laser-focused ad campaigns. It’s tailoring your message and creating an experience that feels custom-made just for them.

Data is your Best Friend

Achieving a high level of personalisation starts with data. First-party data — the information you collect directly from your customers — is a goldmine for understanding their preferences, behaviours and needs. Combine this with lookalike audiences based on your high-value customers to expand your reach to new prospects with similar characteristics.

However, gathering and analysing this data can be a daunting task. Luckily, there’s a plethora of powerful tools out there. Customer Data Platforms (CDPs), such as Segment and Tealium unify customer data from various sources, creating a single view of each customer. This allows you to precisely segment your audience and create highly targeted campaigns.

For building lookalike audiences, Facebook Ads and Google Ads offer robust tools to analyse your existing customer base and identify new prospects with similar traits.

Tailoring the Experience

Once you’ve segmented your audience, it’s time to configure your ads. Dynamic ad personalisation allows you to tailor your ad copy and creative materials based on specific audience segments. This means showing different versions of your ad to different people, depending on their interests, demographics and past interactions with your brand. You can even customise ads based on location, offering targeted deals to users in specific areas.

PPC Tactics #5: Respect the Cookie (While It Lasts)

As you’re probably aware, the reign of the third-party cookie is coming to an end, and users are demanding greater control over their data.

For businesses, this means adapting to a new era of privacy-centric PPC in. Respecting user privacy is no longer just a legal requirement; it’s a strategic imperative. Building trust with your audience is crucial for long-term success, and that means being transparent about how you collect, use and protect their data.

First-Party Data Strategies

Collect data directly from your customers to build valuable insights while respecting their privacy. Use tools like contextual targeting to deliver relevant ads based on the content users are viewing without relying on personal data.

And then there’s Federated Learning of Cohorts (FLoC), Google’s proposed solution for interest-based advertising without relying on individual user tracking. In simple terms, FLoC groups users with similar interests into “cohorts,” allowing advertisers to target these groups without accessing individual-level data.

Final Thoughts on PPC in 2025

The online digital marketing arena is in constant flux, and PPC is no exception. As we venture further into 2025, staying ahead requires a proactive and adaptable strategy.

By embracing AI, prioritising video, optimising for voice search, personalising experiences, and respecting user privacy, you have the basics for future-proofing your campaigns and stay ahead of the competition

With over a decade of experience and a team of award-winning experts, Online Marketing Gurus, Australia’s top SEO agency, can guide you through these shifts and help you achieve exceptional results. Contact us today for a consultation on PPC, SEO or other facets of digital marketing.

About the Author

Danny Andrawes

Danny Andrawes, Chief Executive Officer of OMG, plays a pivotal role in shaping the agency's strategic direction. With nearly 20 years of experience, he progressed from Content Specialist and Digital SEO Specialist to CEO, leveraging his impressive background in SEO/SEM delivery, client acquisition and retention, and change management to enhance OMG's service offerings. Danny’s leadership emphasises client partnerships and the integration of cutting-edge tools to optimise digital campaigns, positioning OMG as a trusted partner for businesses worldwide.

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