PPC Town Hall

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 campaigns for personal injury law firms and explains why automation can behave differently in practice than expected. The discussion highlights where AI-driven campaigns like Performance Max and AI Max can struggle, particularly when precision and control are critical.They cover:- Why AI can sometimes produce mismatched leads in PPC- The balance between automation and control- Challenges in sensitive industries like legal and finance- The role of first-party data in modern campaign strategies- How conversational search is changing how ads are triggeredThe episode also touches on how platforms are evolving quickly, and what advertisers should keep in mind as they test and adopt new AI-driven features.If you’re navigating AI in Google Ads and want a practical, experience-based perspective, this episode offers useful takeaways.Follow Anthony on LinkedIn: https://www.linkedin.com/in/anthony-higman-a3656a46/Follow Anthony on X (Twitter): https://x.com/AnthonyHigmanFollow Fred: https://www.linkedin.com/in/frederickvallaeys/► Get actionable PPC tips, strategies, and tactics from industry experts twice a month: https://www.optmyzr.com/ppctownhall/?utm_source=youtube&utm_medium=video&utm_campaign=townhall ► Make your PPC management less complex with Optmyzr's tools. Start a 14-day free trial today: https://tools.optmyzr.com/info/signup?utm_source=youtube&utm_medium=video&utm_campaign=townhall

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 start using it in their day-to-day work.You’ll also hear real examples of what they’ve built — from SEO systems and internal tools to automations that replaced parts of their tech stack — all without relying on a big dev team.They also talk through the less obvious side of this shift: team resistance, setting guardrails, and why not everyone in your company needs to be an “AI person.”If you’re trying to figure out how to bring AI into your team in a practical way, this is a good one to watch.Follow Lars: https://www.linkedin.com/in/annstanley/Check out Maatwerk Online: https://www.maatwerkonline.nl/Follow Fred: https://www.linkedin.com/in/frederickvallaeys/ ► Get actionable PPC tips, strategies, and tactics from industry experts twice a month: https://www.optmyzr.com/ppctownhall/?utm_source=youtube&utm_medium=video&utm_campaign=townhall ► Make your PPC management less complex with Optmyzr's tools. Start a 14-day free trial today: https://tools.optmyzr.com/info/signup?utm_source=youtube&utm_medium=video&utm_campaign=townhall

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 results.They break down why AI outputs often feel unpredictable, and how to fix that using better structure, context, and systems like RAG (Retrieval Augmented Generation). Ann explains how tools like n8n, Claude, and custom AI agents can help teams turn repetitive marketing tasks into scalable workflows—without sacrificing quality or control.The conversation also covers when AI is actually worth automating, how agencies are using AI to standardize outputs across teams, and why human input is still essential for guiding, validating, and improving results.If you’re using AI in marketing but struggling with inconsistent outputs or one-off results, this episode will help you build workflows that are more reliable, repeatable, and practical for real-world use.Follow Ann: https://www.linkedin.com/in/annstanley/Check out Anicca Digital: https://anicca.co.uk/Follow Fred: https://www.linkedin.com/in/frederickvallaeys/► Get actionable PPC tips, strategies, and tactics from industry experts twice a month: https://www.optmyzr.com/ppctownhall/?utm_source=youtube&utm_medium=video&utm_campaign=townhall ► Make your PPC management less complex with Optmyzr's tools. Start a 14-day free trial today: https://tools.optmyzr.com/info/signup?utm_source=youtube&utm_medium=video&utm_campaign=townhall

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 automated bidding without giving up strategic control. Frederick and Menachem also explore practical frameworks for structuring ecommerce campaigns, using phrase match strategically, and deciding when to layer in automation like AI Max or smart bidding.Menachem shares real agency lessons on offline conversion tracking, optimizing for qualified leads instead of cheap leads, and why many advertisers misinterpret PMax performance. The conversation also covers the future of AI in Google Ads, the risks of moving too fast with automation, and what modern agencies must do to deliver real business outcomes—not just better dashboard metrics.► Get actionable PPC tips, strategies, and tactics from industry experts twice a month: https://www.optmyzr.com/ppctownhall/?utm_source=youtube&utm_medium=video&utm_campaign=townhall ► Make your PPC management less complex with Optmyzr's tools. Start a 14-day free trial today: https://tools.optmyzr.com/info/signup?utm_source=youtube&utm_medium=video&utm_campaign=townhall

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 signals.In this episode, Bia walks through her framework for making Google Ads accounts AI-ready:– Cleaning up conversion actions so the algorithm gets clear signals– Simplifying structure instead of over-segmenting– Using intent to guide PMax instead of trying to control it– Treating Merchant Center and feed health like ongoing plumbingIf you’re running ecommerce campaigns and wondering why automation isn’t performing the way it should, this will help.► Get actionable PPC tips, strategies, and tactics from industry experts twice a month: https://www.optmyzr.com/ppctownhall/?utm_source=youtube&utm_medium=video&utm_campaign=townhall ► Make your PPC management less complex with Optmyzr's tools. Start a 14-day free trial today: https://tools.optmyzr.com/info/signup?utm_source=youtube&utm_medium=video&utm_campaign=townhall