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Did you know that global digital advertising spend is expected to reach almost half a trillion dollars by 2026? That means that, in 2025, you'll want to make sure online advertising is part of your business's marketing strategy. Pay-per-click (PPC) advertising strategies are great for reaching people online and getting your products and services in front of them to boost revenue.
To maximize your results from your PPC campaigns, check out this list of nine PPC trends to follow for 2025:
AI-powered ad creation and optimization
Emphasis on Microsoft Ads
Smart Bidding for a better ROI
Using first-party data for precise targeting
Voice search optimization
Video ads gaining steam
Maximizing reach with omnichannel campaigns
Innovative ad formats
Evolving search landscapes
If you want to learn more about these PPC marketing trends, keep reading!
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1. AI-powered ad creation and optimization
As artificial intelligence (AI) technology continues to evolve, so too do its capabilities and applications to different aspects of digital marketing, and that includes PPC! One of the top PPC trends to look for in the coming year is the use of AI tools to create ads and further optimize campaigns.
Google Ads and Microsoft both offer AI tools for image creation and bid optimization. Your AI use isn't limited to what's included in ad platforms, either — advertisers and businesses are leveraging AI platforms to speed up campaign optimization processes, from keyword research to identifying new search opportunities.
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Rebekah L.
Senior Paid Search Results Lead
"The use of AI continues to grow in popularity, whether that's using AI to speed up optimization processes or leaning into the AI provided by ad platforms to improve performance. Our team uses TeamAI to get starter lists of negative keywords when launching new campaigns to help avoid wasted spend on low-quality searches from launch."
2. Emphasis on Microsoft Ads
As Google becomes more competitive, it's a good idea to explore different advertising channels to expand your reach and take advantage of less competitive advertising opportunities. One such channel is Microsoft.
microsoft paid search ad
Microsoft's AI features have evolved since its partnership with OpenAI, and it's garnering more interest from business-to-consumer (B2C) advertisers. Now is the time to expand your PPC efforts and invest in Microsoft ads, as they offer a great option for more clicks at lower costs.
3. Smart Bidding for a better ROI
Another of the top paid search trends is relying on Smart Bidding. Smart Bidding uses Google AI to optimize for conversions with every auction. It enables you to optimize your bids, so you get the most from your budget and reach your company goals.
Smart Bidding encompasses several strategies, including:
Target cost per action (CPA): Target CPA is an automated bid strategy where you set your desired average cost per conversion or action. Google then uses that target amount to automatically set your bids based on the likelihood of someone converting through your ad.
Target return on ad spend (tROAS): tROAS is a bidding strategy where Google AI analyzes and predicts the value of a potential conversion and automatically adjusts your bid amount to maximize your return.
Maximize conversions: As the name suggests, Maximize conversions uses Google's AI to set bid amounts that help you earn the China Phone Number Data most conversions for your budget.
Maximize conversion value: If you use Maximize conversion value as your Smart Bidding strategy, Google will use AI to optimize and set bids to help you get the most value out of conversions.
All these Smart Bidding strategies can help you get more from your budget and maximize your return on investment (ROI).
Watch Video: What is Smart Bidding?
4. Using first-party data for precise targeting
Google is no longer phasing out third-party cookies like it said it was going to. But instead of going back to relying on third-party data, now's the time to double down on first-party data to inform your campaigns.
Google Ads has plenty of options for leveraging first-party data for better leads and conversions, like its enhanced conversions feature and audience signals in Performance Max campaigns. Enhanced conversions take first-party data from conversions completed on your site and use that information to optimize bidding strategies and recover conversions that otherwise wouldn't have been measured. Meanwhile, audience signals help Google AI better optimize your campaigns for your goals.
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