<div><img width="1920" height="1080" src="https://searchengineland.com/wp-content/seloads/2026/04/20-for-20-ginny-marvin-cover.png" class="attachment-large size-large wp-post-image" alt="" decoding="async" fetchpriority="high" srcset="https://searchengineland.com/wp-content/seloads/2026/04/20-for-20-ginny-marvin-cover.png 1920w, https://searchengineland.com/wp-content/seloads/2026/04/20-for-20-ginny-marvin-cover-768x432.png 768w, https://searchengineland.com/wp-content/seloads/2026/04/20-for-20-ginny-marvin-cover-1536x864.png 1536w, https://searchengineland.com/wp-content/seloads/2026/04/20-for-20-ginny-marvin-cover-1200x675.png 1200w" sizes="(max-width: 1920px) 100vw, 1920px" /></div>Google Ads Liaison reflects on how search evolved from manual PPC to AI-driven systems — and why marketers must stay curious and adapt.

<div><img width="1920" height="1080" src="https://searchengineland.com/wp-content/seloads/2026/04/20-for-20-ginny-marvin-cover.png" class="attachment-large size-large wp-post-image" alt="" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2026/04/20-for-20-ginny-marvin-cover.png 1920w, https://searchengineland.com/wp-content/seloads/2026/04/20-for-20-ginny-marvin-cover-768x432.png 768w, https://searchengineland.com/wp-content/seloads/2026/04/20-for-20-ginny-marvin-cover-1536x864.png 1536w, https://searchengineland.com/wp-content/seloads/2026/04/20-for-20-ginny-marvin-cover-1200x675.png 1200w" sizes="(max-width: 1920px) 100vw, 1920px" /></div>
<figure class="wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio"><div class="wp-block-embed__wrapper">
<p><a href="https://www.youtube.com/embed/a6n-e65r-TQ?feature=oembed" rel="noopener noreferrer">Watch this video on YouTube</a>
</div></figure>







<p>Ginny Marvin didn’t get into PPC because she had a grand plan.</p>



<p>She got into it because she was ready to start again.</p>



<p>After years working in print publishing and ad sales marketing, Marvin found herself at a career pivot point. A startup magazine she had helped launch folded, and she decided it was time to move fully into digital.</p>



<p>That meant going from marketing director to entry-level applicant.</p>



<ul class="wp-block-list">
<li>“I don’t know what I’m doing, so I’ll start from the beginning,” she recalled.</li>
</ul>



<p>That reset eventually led her into search marketing, Search Engine Land, and later Google, where she is now Google Ads Liaison.</p>



<p>In this interview, Marvin looks back at how paid search has changed, what marketers still misunderstand, and why the next phase of search will reward curiosity more than control.</p>



<h2 class="wp-block-heading" id="h-ppc-clicked-faster-than-seo">PPC clicked faster than SEO</h2>



<p>Marvin started on the SEO side at a small agency.</p>



<p>Then the paid search manager went on holiday.</p>



<p>She took over the campaigns temporarily — and immediately saw the appeal.</p>



<p>Coming from print, where measurement was slow or sometimes impossible, PPC felt almost instant. You could launch, spend, measure and see action quickly.</p>



<p>That speed changed everything.</p>



<p>For Marvin, PPC made the connection between marketing activity and business results much clearer than SEO did at the time.</p>



<h2 class="wp-block-heading" id="h-google-won-by-moving-faster">Google won by moving faster</h2>



<p>When Marvin entered the industry, Google wasn’t the only serious search player.</p>



<p>Yahoo was still a major force, and Microsoft was part of the mix. But over time, Google pulled ahead.</p>



<p>Marvin believes the difference was focus.</p>



<p>Google kept improving the product, launching new features and iterating faster than competitors. It became increasingly clear that Google was building around advertiser needs and pushing the industry forward.</p>



<h2 class="wp-block-heading" id="h-early-ppc-was-painfully-manual">Early PPC was painfully manual</h2>



<p>Today’s PPC marketers may complain about manual work, but the early days were on another level.</p>



<p>Campaigns were built around huge keyword lists, endless permutations and highly granular structures. Advertisers spent hours creating keyword combinations and negative keyword lists.</p>



<p>It gave marketers a sense of control, but it also forced them to build campaigns around how the platform worked — not necessarily how the business worked.</p>



<p>That, Marvin said, is one of the biggest changes in paid search: campaigns now start more naturally with goals.</p>



<h2 class="wp-block-heading" id="h-search-engine-land-became-the-industry-s-newsroom">Search Engine Land became the industry’s newsroom</h2>



<p>When Search Engine Land launched, Marvin was still early in her search career.</p>



<p>But it quickly became the place people went for search news, updates and expert analysis.</p>



<p>What made it valuable wasn’t just the reporting. It was the mix of fast news, contributed columns and practical insight from people doing the work.</p>



<p>For Marvin, Search Engine Land played a major role in professional growth across the industry because it made knowledge easier to share.</p>



<h2 class="wp-block-heading" id="h-the-search-community-has-always-been-different">The search community has always been different</h2>



<p>One thing Marvin repeatedly came back to was the generosity of the search community.</p>



<p>From the early days, practitioners shared what they were testing, what worked, what failed and what others should watch for.</p>



<p>That culture of learning helped define the industry.</p>



<p>It also shaped Marvin’s own career, both as a journalist at Search Engine Land and now in her role at Google.</p>



<h2 class="wp-block-heading" id="h-ai-is-not-as-new-as-people-think">AI is not as new as people think</h2>



<p>Marvin believes one of the biggest misconceptions about AI in search is that it suddenly appeared.</p>



<p>Machine learning has been part of Google Ads for years, powering changes such as close variants, Smart Bidding and automation.</p>



<p>What changed recently was the speed of progress driven by large language models.</p>



<p>AI did not arrive overnight. But LLMs accelerated the shift dramatically.</p>



<h2 class="wp-block-heading" id="h-consumer-behaviour-is-changing-search">Consumer behaviour is changing search</h2>



<p>For Marvin, the biggest change is not just what Google can do.</p>



<p>It is how people search.</p>



<p>Queries are getting longer and more complex. People are searching through images, voice and multimodal inputs. Search can now understand intent without relying only on typed keywords.</p>



<p>That means advertisers need to think beyond the final conversion moment and understand the full customer journey.</p>



<h2 class="wp-block-heading" id="h-success-still-means-business-outcomes">Success still means business outcomes</h2>



<p>Marvin does not think the definition of success in search has changed.</p>



<p>It still comes down to business outcomes.</p>



<p>What has changed is marketers’ ability to measure those outcomes and connect campaign activity to business goals.</p>



<p>That makes data, measurement and first-party signals more important than ever.</p>



<h2 class="wp-block-heading" id="h-the-next-20-years-will-reward-curiosity">The next 20 years will reward curiosity</h2>



<p>When asked what kind of marketer will succeed in the next phase of search, Marvin pointed to curiosity.</p>



<p>The best advertisers will be those who keep learning, watch how customers behave and adapt before they are forced to.</p>



<p>She compared it to mobile, where consumers moved faster than advertisers did.</p>



<p>The same thing is happening with AI.</p>



<h2 class="wp-block-heading" id="h-ppc-marketers-say-they-love-change-until-it-happens">PPC marketers say they love change — until it happens</h2>



<p>Marvin’s reality check for the industry was simple.</p>



<p>PPC marketers often say they love change, but many resist every major shift when it arrives.</p>



<p>Her advice is to take a longer view.</p>



<p>Many of the changes that feel sudden have actually been building for years. Automation, AI, broader intent matching and full-funnel campaigns have all been moving in this direction for a long time.</p>



<h2 class="wp-block-heading" id="h-her-advice-start-experimenting">Her advice: start experimenting</h2>



<p>Marvin’s message is not that every new feature will work immediately.</p>



<p>It is that marketers should not write things off forever because they tested them once months or years ago.</p>



<p>Platforms evolve quickly. Capabilities improve. What failed before may work differently now.</p>



<p>For advertisers still holding tightly to old ways of working, the next phase of search will be harder.</p>



<h2 class="wp-block-heading" id="h-what-she-is-proudest-of">What she is proudest of</h2>



<p>Looking back, Marvin said she is proud of the search community itself.</p>



<p>Its willingness to share, learn and support each other has made the industry stronger.</p>



<p>She also sees her role, both at Search Engine Land and Google, as being a resource for marketers.</p>



<ul class="wp-block-list">
<li>As she put it, communicating “by marketers, for marketers” has always mattered.</li>
</ul>


Watch this video on YouTube








Ginny Marvin didn’t get into PPC because she had a grand plan.
She got into it because she was ready to start again.
After years working in print publishing and ad sales marketing, Marvin found herself at a career pivot point. A startup magazine she had helped launch folded, and she decided it was time to move fully into digital.
That meant going from marketing director to entry-level applicant.
“I don’t know what I’m doing, so I’ll start from the beginning,” she recalled.
That reset eventually led her into search marketing, Search Engine Land, and later Google, where she is now Google Ads Liaison.
In this interview, Marvin looks back at how paid search has changed, what marketers still misunderstand, and why the next phase of search will reward curiosity more than control.
PPC clicked faster than SEO
Marvin started on the SEO side at a small agency.
Then the paid search manager went on holiday.
She took over the campaigns temporarily — and immediately saw the appeal.
Coming from print, where measurement was slow or sometimes impossible, PPC felt almost instant. You could launch, spend, measure and see action quickly.
That speed changed everything.
For Marvin, PPC made the connection between marketing activity and business results much clearer than SEO did at the time.
Google won by moving faster
When Marvin entered the industry, Google wasn’t the only serious search player.
Yahoo was still a major force, and Microsoft was part of the mix. But over time, Google pulled ahead.
Marvin believes the difference was focus.
Google kept improving the product, launching new features and iterating faster than competitors. It became increasingly clear that Google was building around advertiser needs and pushing the industry forward.
Early PPC was painfully manual
Today’s PPC marketers may complain about manual work, but the early days were on another level.
Campaigns were built around huge keyword lists, endless permutations and highly granular structures. Advertisers spent hours creating keyword combinations and negative keyword lists.
It gave marketers a sense of control, but it also forced them to build campaigns around how the platform worked — not necessarily how the business worked.
That, Marvin said, is one of the biggest changes in paid search: campaigns now start more naturally with goals.
Search Engine Land became the industry’s newsroom
When Search Engine Land launched, Marvin was still early in her search career.
But it quickly became the place people went for search news, updates and expert analysis.
What made it valuable wasn’t just the reporting. It was the mix of fast news, contributed columns and practical insight from people doing the work.
For Marvin, Search Engine Land played a major role in professional growth across the industry because it made knowledge easier to share.
The search community has always been different
One thing Marvin repeatedly came back to was the generosity of the search community.
From the early days, practitioners shared what they were testing, what worked, what failed and what others should watch for.
That culture of learning helped define the industry.
It also shaped Marvin’s own career, both as a journalist at Search Engine Land and now in her role at Google.
AI is not as new as people think
Marvin believes one of the biggest misconceptions about AI in search is that it suddenly appeared.
Machine learning has been part of Google Ads for years, powering changes such as close variants, Smart Bidding and automation.
What changed recently was the speed of progress driven by large language models.
AI did not arrive overnight. But LLMs accelerated the shift dramatically.
Consumer behaviour is changing search
For Marvin, the biggest change is not just what Google can do.
It is how people search.
Queries are getting longer and more complex. People are searching through images, voice and multimodal inputs. Search can now understand intent without relying only on typed keywords.
That means advertisers need to think beyond the final conversion moment and understand the full customer journey.
Success still means business outcomes
Marvin does not think the definition of success in search has changed.
It still comes down to business outcomes.
What has changed is marketers’ ability to measure those outcomes and connect campaign activity to business goals.
That makes data, measurement and first-party signals more important than ever.
The next 20 years will reward curiosity
When asked what kind of marketer will succeed in the next phase of search, Marvin pointed to curiosity.
The best advertisers will be those who keep learning, watch how customers behave and adapt before they are forced to.
She compared it to mobile, where consumers moved faster than advertisers did.
The same thing is happening with AI.
PPC marketers say they love change — until it happens
Marvin’s reality check for the industry was simple.
PPC marketers often say they love change, but many resist every major shift when it arrives.
Her advice is to take a longer view.
Many of the changes that feel sudden have actually been building for years. Automation, AI, broader intent matching and full-funnel campaigns have all been moving in this direction for a long time.
Her advice: start experimenting
Marvin’s message is not that every new feature will work immediately.
It is that marketers should not write things off forever because they tested them once months or years ago.
Platforms evolve quickly. Capabilities improve. What failed before may work differently now.
For advertisers still holding tightly to old ways of working, the next phase of search will be harder.
What she is proudest of
Looking back, Marvin said she is proud of the search community itself.
Its willingness to share, learn and support each other has made the industry stronger.
She also sees her role, both at Search Engine Land and Google, as being a resource for marketers.
As she put it, communicating “by marketers, for marketers” has always mattered.

Google Ads Liaison reflects on how search evolved from manual PPC to AI-driven systems — and why marketers must stay curious and adapt.

Ginny Marvin on AI in search, PPC trends, and Google Ads evolution

<div><img width="1600" height="900" src="https://searchengineland.com/wp-content/seloads/2026/04/PLTP-Image-16.png" class="attachment-large size-large wp-post-image" alt="" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2026/04/PLTP-Image-16.png 1600w, https://searchengineland.com/wp-content/seloads/2026/04/PLTP-Image-16-768x432.png 768w, https://searchengineland.com/wp-content/seloads/2026/04/PLTP-Image-16-1536x864.png 1536w, https://searchengineland.com/wp-content/seloads/2026/04/PLTP-Image-16-1200x675.png 1200w" sizes="(max-width: 1600px) 100vw, 1600px" /></div>A simple currency error and a hidden breakdown in conversion tracking show how small, overlooked mistakes can spiral into wasted spend.

<div><img width="1600" height="900" src="https://searchengineland.com/wp-content/seloads/2026/04/PLTP-Image-16.png" class="attachment-large size-large wp-post-image" alt="" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2026/04/PLTP-Image-16.png 1600w, https://searchengineland.com/wp-content/seloads/2026/04/PLTP-Image-16-768x432.png 768w, https://searchengineland.com/wp-content/seloads/2026/04/PLTP-Image-16-1536x864.png 1536w, https://searchengineland.com/wp-content/seloads/2026/04/PLTP-Image-16-1200x675.png 1200w" sizes="(max-width: 1600px) 100vw, 1600px" /></div>
<figure class="wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio"><div class="wp-block-embed__wrapper">
<p><a href="https://www.youtube.com/embed/P64j7UsTomI?feature=oembed" rel="noopener noreferrer">Watch this video on YouTube</a>
</div></figure>



<p>On PPC Live The Podcast, I spoke with Peter Bowen, a Google Ads specialist with nearly 20 years of experience and a strong focus on B2B lead generation.</p>



<p>Pete shared two major lessons from his career: always check the basics, and never assume the systems around your ads are working just because the campaigns look fine.</p>



<h2 class="wp-block-heading" id="h-the-currency-mistake-that-cost-10-times-the-budget">The currency mistake that cost 10 times the budget</h2>



<p>Pete Bowen shared an early mistake where a South African client’s account was set up in the UK, defaulting the currency to pounds instead of rand. That simple oversight led to spending roughly 10 times the intended budget, delivering great results at first — but ultimately setting unrealistic expectations and losing the client.</p>



<h2 class="wp-block-heading" id="h-why-checklists-protect-ppc-teams">Why checklists protect PPC teams</h2>



<p>The takeaway from that mistake was to formalise learning into process. Adding something as simple as a currency check to a setup checklist ensures that once a mistake is made, it doesn’t happen again — turning painful lessons into repeatable safeguards.</p>



<h2 class="wp-block-heading" id="h-the-bigger-problem-system-decay">The bigger problem: system decay</h2>



<p>Beyond setup errors, Pete highlighted a more subtle but common issue he calls “system decay” — where the infrastructure connecting ads, tracking tools, CRMs and sales processes gradually breaks down without anyone noticing.</p>



<h2 class="wp-block-heading" id="h-why-conversion-data-failures-hurt-performance">Why conversion data failures hurt performance</h2>



<p>When conversion data stops flowing properly, Google’s algorithms lose the feedback they rely on to optimise. This can lead to reduced spend, poor performance or campaigns that suddenly stop delivering — even if nothing appears wrong inside the platform.</p>



<h2 class="wp-block-heading" id="h-ppc-managers-need-to-look-beyond-the-interface">PPC managers need to look beyond the interface</h2>



<p>One of the biggest mistakes advertisers make is focusing only on what happens inside Google Ads. Strong performance depends on the entire journey, from click to conversion to revenue, and any break in that chain can undermine results.</p>



<h2 class="wp-block-heading" id="h-what-to-do-when-conversion-tracking-breaks">What to do when conversion tracking breaks</h2>



<p>When tracking fails, the priority is to fix the root issue quickly and, where possible, use data exclusions to prevent bad data from influencing optimisation. Longer term, building monitoring systems that flag issues early is essential to avoid repeat problems.</p>



<h2 class="wp-block-heading" id="h-the-danger-of-optimising-for-clicks">The danger of optimising for clicks</h2>



<p>Pete also pointed to a common but damaging mistake: optimising campaigns for clicks rather than outcomes. Without proper conversion tracking, advertisers can end up driving large volumes of traffic that never turn into leads or sales.</p>



<h2 class="wp-block-heading" id="h-why-performance-max-needs-strong-tracking">Why Performance Max needs strong tracking</h2>



<p>Automation like Performance Max can amplify this issue, as it will follow whatever signals it receives. Without accurate conversion data, it can scale irrelevant traffic quickly, making strong tracking a prerequisite before leaning into automation.</p>



<h2 class="wp-block-heading" id="h-why-bid-strategies-need-guardrails">Why bid strategies need guardrails</h2>



<p>Google’s bidding systems are powerful but literal — they optimise toward whatever you define as success. That means advertisers need clear goals, reliable data and sensible guardrails, such as CPC limits, to avoid extreme or inefficient outcomes.</p>



<h2 class="wp-block-heading" id="h-testing-ai-features-carefully">Testing AI features carefully</h2>



<p>With newer tools like AI Max, the risk isn’t testing too early — it’s testing without a clear definition of success. Metrics like impressions and clicks are not enough; advertisers need to measure impact on qualified leads, sales and revenue.</p>



<h2 class="wp-block-heading" id="h-the-problem-with-always-be-testing">The problem with “always be testing”</h2>



<p>Peter also challenged the idea that everything should be constantly tested. Many accounts simply don’t have enough data to make small tests meaningful, meaning time is often better spent improving fundamentals rather than chasing marginal gains.</p>



<h2 class="wp-block-heading" id="h-the-key-takeaway">The key takeaway</h2>



<p>The overarching lesson is straightforward: mistakes are part of the process, but only if they lead to better systems. Every error should result in a checklist, a monitoring process or a safeguard — ensuring it doesn’t happen again.</p>


Watch this video on YouTube




On PPC Live The Podcast, I spoke with Peter Bowen, a Google Ads specialist with nearly 20 years of experience and a strong focus on B2B lead generation.
Pete shared two major lessons from his career: always check the basics, and never assume the systems around your ads are working just because the campaigns look fine.
The currency mistake that cost 10 times the budget
Pete Bowen shared an early mistake where a South African client’s account was set up in the UK, defaulting the currency to pounds instead of rand. That simple oversight led to spending roughly 10 times the intended budget, delivering great results at first — but ultimately setting unrealistic expectations and losing the client.
Why checklists protect PPC teams
The takeaway from that mistake was to formalise learning into process. Adding something as simple as a currency check to a setup checklist ensures that once a mistake is made, it doesn’t happen again — turning painful lessons into repeatable safeguards.
The bigger problem: system decay
Beyond setup errors, Pete highlighted a more subtle but common issue he calls “system decay” — where the infrastructure connecting ads, tracking tools, CRMs and sales processes gradually breaks down without anyone noticing.
Why conversion data failures hurt performance
When conversion data stops flowing properly, Google’s algorithms lose the feedback they rely on to optimise. This can lead to reduced spend, poor performance or campaigns that suddenly stop delivering — even if nothing appears wrong inside the platform.
PPC managers need to look beyond the interface
One of the biggest mistakes advertisers make is focusing only on what happens inside Google Ads. Strong performance depends on the entire journey, from click to conversion to revenue, and any break in that chain can undermine results.
What to do when conversion tracking breaks
When tracking fails, the priority is to fix the root issue quickly and, where possible, use data exclusions to prevent bad data from influencing optimisation. Longer term, building monitoring systems that flag issues early is essential to avoid repeat problems.
The danger of optimising for clicks
Pete also pointed to a common but damaging mistake: optimising campaigns for clicks rather than outcomes. Without proper conversion tracking, advertisers can end up driving large volumes of traffic that never turn into leads or sales.
Why Performance Max needs strong tracking
Automation like Performance Max can amplify this issue, as it will follow whatever signals it receives. Without accurate conversion data, it can scale irrelevant traffic quickly, making strong tracking a prerequisite before leaning into automation.
Why bid strategies need guardrails
Google’s bidding systems are powerful but literal — they optimise toward whatever you define as success. That means advertisers need clear goals, reliable data and sensible guardrails, such as CPC limits, to avoid extreme or inefficient outcomes.
Testing AI features carefully
With newer tools like AI Max, the risk isn’t testing too early — it’s testing without a clear definition of success. Metrics like impressions and clicks are not enough; advertisers need to measure impact on qualified leads, sales and revenue.
The problem with “always be testing”
Peter also challenged the idea that everything should be constantly tested. Many accounts simply don’t have enough data to make small tests meaningful, meaning time is often better spent improving fundamentals rather than chasing marginal gains.
The key takeaway
The overarching lesson is straightforward: mistakes are part of the process, but only if they lead to better systems. Every error should result in a checklist, a monitoring process or a safeguard — ensuring it doesn’t happen again.

A simple currency error and a hidden breakdown in conversion tracking show how small, overlooked mistakes can spiral into wasted spend.

Pete Bowen talks about why Google Ads is not just about clicks

<div><img width="1672" height="941" src="https://searchengineland.com/wp-content/seloads/2026/04/New-data-77-use-AI-to-shop.png" class="attachment-large size-large wp-post-image" alt="New data- 77% use AI to shop" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2026/04/New-data-77-use-AI-to-shop.png 1672w, https://searchengineland.com/wp-content/seloads/2026/04/New-data-77-use-AI-to-shop-768x432.png 768w, https://searchengineland.com/wp-content/seloads/2026/04/New-data-77-use-AI-to-shop-1536x864.png 1536w, https://searchengineland.com/wp-content/seloads/2026/04/New-data-77-use-AI-to-shop-1200x675.png 1200w" sizes="(max-width: 1672px) 100vw, 1672px" /></div>More than 3 in 4 people use AI for shopping — but trust drops to $0 when money’s involved. What that means for AI commerce in 2026.

More than 3 in 4 people use AI for shopping — but trust drops to $0 when money’s involved. What that means for AI commerce in 2026.

New data: 77% use AI to shop. Nearly 1 in 3 won’t let it spend.

<div><img width="1920" height="1080" src="https://searchengineland.com/wp-content/seloads/2026/01/Why-OpenAI-paused-ChatGPT-ads-to-fight-Googles-Gemini.jpg" class="attachment-large size-large wp-post-image" alt="Why OpenAI paused ChatGPT ads to fight Google’s Gemini" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2026/01/Why-OpenAI-paused-ChatGPT-ads-to-fight-Googles-Gemini.jpg 1920w, https://searchengineland.com/wp-content/seloads/2026/01/Why-OpenAI-paused-ChatGPT-ads-to-fight-Googles-Gemini-768x432.jpg 768w, https://searchengineland.com/wp-content/seloads/2026/01/Why-OpenAI-paused-ChatGPT-ads-to-fight-Googles-Gemini-1536x864.jpg 1536w" sizes="(max-width: 1920px) 100vw, 1920px" /></div>Adthena's new tool lets advertisers repurpose existing search campaigns for ChatGPT, making it easier to shift budgets  and campaign set-up.

<div><img width="1920" height="1080" src="https://searchengineland.com/wp-content/seloads/2026/01/Why-OpenAI-paused-ChatGPT-ads-to-fight-Googles-Gemini.jpg" class="attachment-large size-large wp-post-image" alt="Why OpenAI paused ChatGPT ads to fight Google’s Gemini" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2026/01/Why-OpenAI-paused-ChatGPT-ads-to-fight-Googles-Gemini.jpg 1920w, https://searchengineland.com/wp-content/seloads/2026/01/Why-OpenAI-paused-ChatGPT-ads-to-fight-Googles-Gemini-768x432.jpg 768w, https://searchengineland.com/wp-content/seloads/2026/01/Why-OpenAI-paused-ChatGPT-ads-to-fight-Googles-Gemini-1536x864.jpg 1536w" sizes="(max-width: 1920px) 100vw, 1920px" /></div>
<p>As ad dollars begin shifting toward ChatGPT, ad tech firms have started working to make that transition as seamless as possible.</p>



<p><strong>What’s happening</strong>. Adthena launched a new tool, AdBridge, designed to convert existing Google Ads campaigns into formats ready for ChatGPT advertising. The pitch is simple: don’t rebuild from scratch — repurpose what already works.</p>



<p>The tool analyzes advertisers’ search campaigns to generate keyword lists, negative keywords, and competitive insights that can be directly applied to ChatGPT campaigns. It also surfaces which brands are showing up in specific auctions, how often they appear, and which prompts are triggering those placements — giving marketers more than just a copy-paste approach.</p>



<p><strong>Why we care. </strong>Adthena&#8217;s Adbridge makes it much easier to shift budget from Google Ads into ChatGPT without rebuilding campaigns from scratch. By repurposing existing keywords, learnings, and competitive insights, brands can test and scale ChatGPT ads faster with less risk. As the platform opens up and inventory grows, tools like this lower the barrier to entry and could accelerate how quickly ChatGPT becomes a serious performance channel.</p>



<p>As Adthena CMO Ashley Fletcher put it, the goal is to get campaigns “ready so they can go straight in,” mirroring the CSV-based workflows advertisers already use across major platforms.</p>



<p><strong>Early testing</strong>. The company already held multiple sessions with large enterprise brands testing the tool, signaling early demand from advertisers looking to scale activity in ChatGPT’s still-limited ad ecosystem.</p>



<p><strong>Between the lines</strong>. This isn’t just about convenience — it’s about momentum. Advertisers experimenting with ChatGPT ads have faced constraints like low inventory and limited scale. By making it easier to deploy campaigns quickly, Adthena is positioning itself to accelerate adoption as those constraints ease.</p>



<p><strong>Zoom in</strong>. AdBridge is part of a broader push from Adthena, including Arlo, an AI assistant that allows advertisers to query performance data and compare results between ChatGPT and search campaigns. Together, they point to a future where managing AI-driven ad channels looks increasingly similar to existing search workflows.</p>



<p><strong>The backdrop</strong>. OpenAI has been rapidly evolving its ads offering — <a href="https://searchengineland.com/openai-tests-ads-manager-as-chatgpt-ad-business-takes-shape-471755">quietly rolling out an ads manager</a>, <a href="https://searchengineland.com/chatgpt-ads-expand-to-logged-out-users-475377">lowering minimum spend thresholds</a>, and <a href="https://searchengineland.com/openai-adds-cpc-ads-to-chatgpt-475148">introducing more flexible pricing models</a>. Partnerships with firms like Criteo and Smartly signal a growing ecosystem.</p>



<p><strong>Bottom line</strong>. If ChatGPT ads are going to compete for search budgets, the winners may be the tools that make switching feel effortless — and <a href="https://digiday.com/marketing/advertisers-are-flying-blind-on-chatgpt-ads-adthena-wants-to-change-that/">Adthena wants to be first in line.</a>


As ad dollars begin shifting toward ChatGPT, ad tech firms have started working to make that transition as seamless as possible.
What’s happening. Adthena launched a new tool, AdBridge, designed to convert existing Google Ads campaigns into formats ready for ChatGPT advertising. The pitch is simple: don’t rebuild from scratch — repurpose what already works.
The tool analyzes advertisers’ search campaigns to generate keyword lists, negative keywords, and competitive insights that can be directly applied to ChatGPT campaigns. It also surfaces which brands are showing up in specific auctions, how often they appear, and which prompts are triggering those placements — giving marketers more than just a copy-paste approach.
Why we care. Adthena’s Adbridge makes it much easier to shift budget from Google Ads into ChatGPT without rebuilding campaigns from scratch. By repurposing existing keywords, learnings, and competitive insights, brands can test and scale ChatGPT ads faster with less risk. As the platform opens up and inventory grows, tools like this lower the barrier to entry and could accelerate how quickly ChatGPT becomes a serious performance channel.
As Adthena CMO Ashley Fletcher put it, the goal is to get campaigns “ready so they can go straight in,” mirroring the CSV-based workflows advertisers already use across major platforms.
Early testing. The company already held multiple sessions with large enterprise brands testing the tool, signaling early demand from advertisers looking to scale activity in ChatGPT’s still-limited ad ecosystem.
Between the lines. This isn’t just about convenience — it’s about momentum. Advertisers experimenting with ChatGPT ads have faced constraints like low inventory and limited scale. By making it easier to deploy campaigns quickly, Adthena is positioning itself to accelerate adoption as those constraints ease.
Zoom in. AdBridge is part of a broader push from Adthena, including Arlo, an AI assistant that allows advertisers to query performance data and compare results between ChatGPT and search campaigns. Together, they point to a future where managing AI-driven ad channels looks increasingly similar to existing search workflows.
The backdrop. OpenAI has been rapidly evolving its ads offering — quietly rolling out an ads manager, lowering minimum spend thresholds, and introducing more flexible pricing models. Partnerships with firms like Criteo and Smartly signal a growing ecosystem.
Bottom line. If ChatGPT ads are going to compete for search budgets, the winners may be the tools that make switching feel effortless — and Adthena wants to be first in line.

Adthena's new tool lets advertisers repurpose existing search campaigns for ChatGPT, making it easier to shift budgets  and campaign set-up.

Adthena launches Google Ads-to-ChatGPT conversion tool

<div><img width="800" height="457" src="https://searchengineland.com/wp-content/seloads/2025/03/bing-analytics-1920-800x457.jpg" class="attachment-large size-large wp-post-image" alt="" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2025/03/bing-analytics-1920-800x457.jpg 800w, https://searchengineland.com/wp-content/seloads/2025/03/bing-analytics-1920-592x338.jpg 592w, https://searchengineland.com/wp-content/seloads/2025/03/bing-analytics-1920-198x113.jpg 198w, https://searchengineland.com/wp-content/seloads/2025/03/bing-analytics-1920-768x439.jpg 768w, https://searchengineland.com/wp-content/seloads/2025/03/bing-analytics-1920-1536x878.jpg 1536w, https://searchengineland.com/wp-content/seloads/2025/03/bing-analytics-1920.jpg 1920w" sizes="(max-width: 800px) 100vw, 800px" /></div>These include citation share, grounding query intent, and GEO-focused recommendations.

<div><img width="800" height="457" src="https://searchengineland.com/wp-content/seloads/2025/03/bing-analytics-1920-800x457.jpg" class="attachment-large size-large wp-post-image" alt="" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2025/03/bing-analytics-1920-800x457.jpg 800w, https://searchengineland.com/wp-content/seloads/2025/03/bing-analytics-1920-592x338.jpg 592w, https://searchengineland.com/wp-content/seloads/2025/03/bing-analytics-1920-198x113.jpg 198w, https://searchengineland.com/wp-content/seloads/2025/03/bing-analytics-1920-768x439.jpg 768w, https://searchengineland.com/wp-content/seloads/2025/03/bing-analytics-1920-1536x878.jpg 1536w, https://searchengineland.com/wp-content/seloads/2025/03/bing-analytics-1920.jpg 1920w" sizes="(max-width: 800px) 100vw, 800px" /></div>
<p>Microsoft teased new AI reporting features within Bing Webmaster Tools that enhance the <a href="https://searchengineland.com/bing-webmaster-tools-ai-performance-report-468751">AI performance reports</a> and other reports around AI.  The new features that were showcased include citation share, grounding query intent, GEO-focused recommendations.</p>



<p><strong>More details. </strong>Several shared screenshots of this presentation that was given by Krishna Madhavan from Microsoft at SEO Week today in New York City. Here are some of those slides:</p>



<figure class="wp-block-embed is-type-rich is-provider-twitter wp-block-embed-twitter"><div class="wp-block-embed__wrapper">
<blockquote class="twitter-tweet" data-width="500" data-dnt="true"><p lang="en" dir="ltr">Bing Webmaster Tools just dropped some VERY COOL stuff at <a href="https://twitter.com/hashtag/SEOWeek?src=hash&amp;ref_src=twsrc%5Etfw">#SEOWeek</a> 2026<br><br>Citation Share, Grounding Query Intent (15 pre-defined intents), and GEO-focused recommendations.<br><br>The gap between Bing&#39;s transparency and Google&#39;s is getting harder to ignore.<br><br>Cc <a href="https://twitter.com/rustybrick?ref_src=twsrc%5Etfw">@rustybrick</a> <a href="https://twitter.com/glenngabe?ref_src=twsrc%5Etfw">@glenngabe</a> <a href="https://t.co/kOMhVyQvpQ">pic.twitter.com/kOMhVyQvpQ</a>&mdash; Azeem Ahmad (@AzeemDigital) <a href="https://twitter.com/AzeemDigital/status/2048764913414177063?ref_src=twsrc%5Etfw">April 27, 2026</a></blockquote>
</div></figure>



<figure class="wp-block-embed is-type-rich is-provider-twitter wp-block-embed-twitter"><div class="wp-block-embed__wrapper">
<blockquote class="twitter-tweet" data-width="500" data-dnt="true"><p lang="en" dir="ltr">Bing webmaster tools owning SEO &amp; GEO <a href="https://twitter.com/kmadhavan77?ref_src=twsrc%5Etfw">@kmadhavan77</a> <br><br>Citarion share<br>Intent<br>Topics<br>Geo recomendaciones <br><br>Exclusive for <a href="https://twitter.com/hashtag/seoweek?src=hash&amp;ref_src=twsrc%5Etfw">#seoweek</a> <a href="https://t.co/H2arlFtS8R">pic.twitter.com/H2arlFtS8R</a>&mdash; MJ Cachón (@mjcachon) <a href="https://twitter.com/mjcachon/status/2048764889334743406?ref_src=twsrc%5Etfw">April 27, 2026</a></blockquote>
</div></figure>



<p><strong>Not live yet. </strong>These new features and reporting do not seem live yet but Microsoft still showed them off.</p>



<p><strong>Why we care. </strong>More transparency into how your content is performing within the AI search results is useful.  So we all welcome additional reporting from Bing Webmaster Tools.</p>



<p>It is not clear exactly how these reports will work and when they may be live for you and me, but you can read those posts for more details.</p>


Microsoft teased new AI reporting features within Bing Webmaster Tools that enhance the AI performance reports and other reports around AI.  The new features that were showcased include citation share, grounding query intent, GEO-focused recommendations.
More details. Several shared screenshots of this presentation that was given by Krishna Madhavan from Microsoft at SEO Week today in New York City. Here are some of those slides:


Bing Webmaster Tools just dropped some VERY COOL stuff at #SEOWeek 2026
Citation Share, Grounding Query Intent (15 pre-defined intents), and GEO-focused recommendations.
The gap between Bing's transparency and Google's is getting harder to ignore.
Cc @rustybrick @glenngabe pic.twitter.com/kOMhVyQvpQ— Azeem Ahmad (@AzeemDigital) April 27, 2026





Bing webmaster tools owning SEO & GEO @kmadhavan77 
Citarion share
Intent
Topics
Geo recomendaciones 
Exclusive for #seoweek pic.twitter.com/H2arlFtS8R— MJ Cachón (@mjcachon) April 27, 2026




Not live yet. These new features and reporting do not seem live yet but Microsoft still showed them off.
Why we care. More transparency into how your content is performing within the AI search results is useful.  So we all welcome additional reporting from Bing Webmaster Tools.
It is not clear exactly how these reports will work and when they may be live for you and me, but you can read those posts for more details.

These include citation share, grounding query intent, and GEO-focused recommendations.

Bing Webmaster Tools teases new AI reporting updates

<div><img width="1920" height="1080" src="https://searchengineland.com/wp-content/seloads/2026/04/7-lessons-from-moving-from-agency-to-in-house-SEO.png" class="attachment-large size-large wp-post-image" alt="7 lessons from moving from agency to in-house SEO" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2026/04/7-lessons-from-moving-from-agency-to-in-house-SEO.png 1920w, https://searchengineland.com/wp-content/seloads/2026/04/7-lessons-from-moving-from-agency-to-in-house-SEO-768x432.png 768w, https://searchengineland.com/wp-content/seloads/2026/04/7-lessons-from-moving-from-agency-to-in-house-SEO-1536x864.png 1536w, https://searchengineland.com/wp-content/seloads/2026/04/7-lessons-from-moving-from-agency-to-in-house-SEO-1200x675.png 1200w" sizes="(max-width: 1920px) 100vw, 1920px" /></div>Owning performance means turning analysis into action, navigating internal teams, and answering for results when things don’t go as planned.

<div><img width="1920" height="1080" src="https://searchengineland.com/wp-content/seloads/2026/04/7-lessons-from-moving-from-agency-to-in-house-SEO.png" class="attachment-large size-large wp-post-image" alt="7 lessons from moving from agency to in-house SEO" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2026/04/7-lessons-from-moving-from-agency-to-in-house-SEO.png 1920w, https://searchengineland.com/wp-content/seloads/2026/04/7-lessons-from-moving-from-agency-to-in-house-SEO-768x432.png 768w, https://searchengineland.com/wp-content/seloads/2026/04/7-lessons-from-moving-from-agency-to-in-house-SEO-1536x864.png 1536w, https://searchengineland.com/wp-content/seloads/2026/04/7-lessons-from-moving-from-agency-to-in-house-SEO-1200x675.png 1200w" sizes="(max-width: 1920px) 100vw, 1920px" /></div>
<p>If you’re reading this, you’re likely an SEO aficionado like me. I’m a seasoned SEO with 10+ years of agency experience.</p>



<p>Being on the agency side gave me deep SEO expertise, exposure to top industry talent, and experience working with some of the world’s most well-known brands.</p>



<p>I did a bit of everything on the agency side — from technical SEO to content marketing to new business.</p>



<p>Working at an agency is nothing like working in-house. After a long run on the agency side, I moved in-house for the first time. Here are seven things I’ve learned since making the switch.</p>



<h2 class="wp-block-heading" id="h-1-owning-performance-changes-how-seo-is-evaluated">1. Owning performance changes how SEO is evaluated</h2>



<p>On the agency side, when performance drops, you know the drill: a frantic message hits your inbox — traffic is down — and the client needs a report on what’s happening by yesterday.</p>



<p>You then spend the next few hours in the SEO trenches analyzing search trends, tracking ranking changes, and digging through Google Search Console to find your answers. You cross your T’s. Dot your I’s. You beautify that report a bit. And — finally — you fire it off to your client.&nbsp;</p>



<p>After sending the report, you may get a few questions from the client. A little back and forth, but for the most part, your job is done. The fire drill is over. You’ve done everything you can from the agency perspective. On to the next client on your roster.&nbsp;</p>



<p>This situation looks a lot different on the in-house side.&nbsp;</p>



<p>From my new perspective, receiving that agency report is just the beginning. Now, I’m the one on the hook for translating that analysis, figuring out how to socialize it, and turning it into a concrete action plan to turn performance around.</p>



<p>I always knew my clients were under a lot of stress. I figured their bosses were the ones catching the dips and asking difficult questions, leading to that inevitable frantic message in my inbox. But, boy, it hits differently when you’re the one getting asked those difficult questions.</p>



<p>When you’re in-house, you aren’t just reporting on a dip in performance — it feels like you’re defending your entire SEO strategy. The way you frame that data can make or break the projects or the direction you’re taking the program.</p>



<p>It’s a lot of pressure — and it&#8217;s different when you’re responsible for the results.</p>



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<h2 class="wp-block-heading" id="h-2-execution-matters-more-than-deliverables">2. Execution matters more than deliverables</h2>



<p>On the agency side, the deliverable is the destination. You spend hours researching, analyzing, and refining a beautiful slide deck. Each slide flows, tells a story, and looks pristine. I mastered this — and did it fast.</p>



<p>Now that I’m in-house, I’ve realized the deliverable isn&#8217;t the destination anymore.</p>



<p>It’s all about the execution.&nbsp;</p>



<p>I was lucky enough during my agency days to have one engagement where I was deeply embedded in day-to-day operations. I was doing things like building dev tickets, reviewing Figma designs, and actually pushing CMS updates. I thought I knew exactly what execution looked like.</p>



<p>But executing while in-house is way more challenging than I expected. </p>



<p>In order to execute on an SEO strategy, you have to work through the entire org to bring your vision to life. You need to coordinate with the design team to review Figma designs. You need to align messaging and copy with PMMs. You need to work with project managers to make sure deadlines are being met. You need to work with devs to make sure the technical implementation is correct.</p>



<p>It’s not easy. Sometimes it’s messy. And — quite often — it’s pretty frustrating.&nbsp;</p>



<p>But here’s the truth: once you move from polished decks to pushing changes live, you become 10x the SEO you were before.</p>



<p><strong><em>Dig deeper: <a href="https://searchengineland.com/branding-in-house-seo-teams-451153">Why branding matters for in-house SEO teams</a></em></strong>



<h2 class="wp-block-heading" id="h-3-the-shift-from-agency-partner-to-internal-stakeholder">3. The shift from agency partner to internal stakeholder</h2>



<p>One of the more interesting parts of making the switch to in house, was that suddenly, I became the client. I’m the one on the other end of the video call. I’m the one receiving the strategy docs. I’m the one calling all the shots.&nbsp;</p>



<p>And honestly? It’s been a huge (and super exciting) opportunity to take everything that I’ve learned on the agency side and put it into action.&nbsp;</p>



<p>And I’ve gotten to decide what type of client I want to be.&nbsp;</p>



<p>I had a wide range of clients on the agency side. Some disappeared. Some were demanding and made every call tense. Some pushed impossible deadlines. Some didn’t trust my judgment. Some couldn’t execute the strategy.</p>



<p>You name it — I’ve probably experienced that type of challenging client.</p>



<p>Then I had dream clients — kind, collaborative, and treated me like an equal. Calls felt like catching up with a friend before getting into SEO. They could take a strategy and execute without being demanding or difficult.</p>



<p>That was the client I wanted to be. And that’s the client I strive to be, too. </p>



<h2 class="wp-block-heading" id="h-4-storytelling-matters-more-than-strategy-nbsp">4. Storytelling matters more than strategy&nbsp;</h2>



<p>I’m a technical SEO at heart.<br><br>Nothing makes me happier than seeing the indexing rate improve after an XML sitemap refresh. Or seeing a massive improvement to Largest Contentful Paint after implementing Core Web Vitals optimizations. Or even a perfectly executed hreflang optimization to target your key international markets. </p>



<p>Chef’s kiss — it warms my technical SEO heart to see all this work get executed.&nbsp;</p>



<p>The problem? Your execs don’t understand that technical jargon.<br><br>That&#8217;s where storytelling becomes your best friend. And I’d say it’s almost as important as the execution itself.&nbsp;</p>



<p>Because it doesn’t matter if you do all this SEO work if your bosses can’t understand it. You need to tell a story about what you did, why you did it, and the results. All in a simple, easy-to-understand format — ideally with a pretty visual right next to it.<br><br>Let’s take, for example, hreflang optimizations. You realize that hreflang is important. But how do you make it seem important for an exec so that they can understand it?</p>



<p>What I do is pretty simple. I explain the background behind why I’m doing what I’m doing and frame it in simple terms. </p>



<p>Instead of saying that we updated hreflang to target France correctly, I would frame it as improving the search experience for France searchers. I’d then show a SERP screenshot of before the optimizations to show incorrect targeting, and follow it up with an updated screenshot with correct targeting. Lastly, I’d share results — ideally, an increase in CTR, traffic, or conversions.&nbsp;</p>



<p>(Side note: If you’re one of my agency partners reading this, you know I ask for an insane amount of screenshots — but this is exactly why I do it.)</p>



<p>Following this formula allows you to:</p>



<ul class="wp-block-list">
<li>Explain why we implemented the optimization (in this case, incorrect targeting in France).</li>



<li>Show what users are seeing in the market.</li>



<li>Demonstrate that this optimization achieved business results. </li>
</ul>



<p>It’s a simple blueprint that makes it easy for execs to understand the importance of your optimizations.&nbsp;I know it may seem small, but storytelling is one of the secrets to success in in-house life.&nbsp;</p>



<p><strong><em>Dig deeper: <a href="https://searchengineland.com/data-storytelling-three-act-structure-474721">How to use the three-act structure for data storytelling</a></em></strong>



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<h2 class="wp-block-heading" id="h-5-seo-depends-on-cross-functional-collaboration">5. SEO depends on cross-functional collaboration</h2>



<p>In a massive organization, it’s so easy to live on an SEO island. If you’re not collaborating, you can easily find yourself on a beach hanging out with a volleyball named Wilson — just optimizing &lt;title&gt; tags, writing meta descriptions, and optimizing on-page copy for keywords.&nbsp;</p>



<p>But there’s absolutely no way you’re going to get anything meaningful done without the support and assistance from others within your organization.&nbsp;</p>



<p>You need to be a team player. And cross-functional collaboration is important for success.&nbsp;</p>



<p>After years on the agency side, I learned to move fast — really fast. When I went in-house, I tried to keep that pace. I wanted to make changes, test, and see results immediately. I saw documentation as a hurdle, and large cross-functional meetings without progress as a waste of time.</p>



<p>Quickly, I found out that’s not the case. You need the support of those partners in cross-functional meetings to get things done.&nbsp;</p>



<p>It takes time to get to know your cross-functional teams and understand what they’re good at, what their goals are, and — crucially — where they need support. I’ve learned that once you understand the developer’s sprint capacity or a product marketing manager’s roadmap, you can stop just requesting things from them and start partnering with them to get things done.&nbsp;</p>



<p>When you align your SEO goals with their existing priorities, you stop being a line item in their backlog and start becoming a teammate. In-house, having a teammate in engineering or product is the difference between a strategy that sits in a slide deck and one that actually ships.</p>



<h2 class="wp-block-heading" id="h-6-taking-initiative-and-trusting-your-judgment-nbsp">6. Taking initiative and trusting your judgment&nbsp;</h2>



<p>OK, fine, I added a cliché to the list. But in the in-house world, it might be the most important one. </p>



<p>I’ve been given this advice several times throughout my career. If you want to get something done, go get it done. Don’t wait around for permission from your bosses to do something that will have a significant impact. If you wait for permission, you may never get anything done.&nbsp;</p>



<p>That’s why I ask for forgiveness — not permission.&nbsp;</p>



<p>When I started in-house, I knew the team was lean. I knew my bosses had a million things on their plates. And, most importantly, I knew they hired me for a reason: to drive organic growth.</p>



<p>During my first few weeks, I remember asking myself, “Can I launch this content?” “Can I expand into this market?” “Am I allowed to test this tactic?”&nbsp;</p>



<p>And then it hit me: This is exactly why I’m here. They hired me to make these decisions and move the needle, not to add more approval meetings to their calendars.</p>



<p>And if I asked for permission for everything, I would never be able to get anything done.&nbsp;</p>



<p>This is why I trust my instincts when it comes to SEO strategy and execution. I rely on my 10+ years of experience in the SEO game. If I think something is going to drive growth for the business, I don’t just sit around and wait for permission to do something. I execute.&nbsp;</p>



<p>And if something doesn’t turn out exactly how I had planned? That’s when I take the forgiveness route.&nbsp;</p>



<p><strong><em>Dig deeper: <a href="https://searchengineland.com/lessons-delivering-bad-seo-news-475122">5 lessons from delivering bad SEO news to executives</a></em></strong>



<h2 class="wp-block-heading" id="h-7-seeing-seo-work-translate-into-business-impact-nbsp">7. Seeing SEO work translate into business impact&nbsp;</h2>



<p>I did a lot of high-impact, business-changing work during my agency life. I’ve built the strategies, seen them come to life on a site, and watched them drive results. Driving results and building case studies have always been my favorite part of the job.</p>



<p>However, when you’re sitting agency-side, you’re often the silent partner in those results, not the owner.&nbsp;</p>



<p>Now that I’m in-house, I get to see my projects come to life on the site — and it’s pretty cool.</p>



<p>During my first few months in-house, I knew I wanted to make an impact quickly. I implemented a few of my high-impact, low-effort optimizations — the ones I would typically implement for a new client I had just onboarded.&nbsp;</p>



<p>After reviewing monthly reports, I saw an insane spike in performance that lined up exactly with a significant site update we implemented.&nbsp;</p>



<p>I remember thinking, “Wait, was that us?”&nbsp;</p>



<p>The answer: It sure was.&nbsp;</p>



<p>I then created my first case study and shared the results throughout our organization. And, shockingly (to me, anyway), people were really interested. Within my first three months, I found myself sharing those results at our entire company&#8217;s all-hands meeting — something I never expected to happen.&nbsp;</p>



<p>I used to think a massive organization wouldn&#8217;t be interested in SEO, but I was wrong. When it comes to moving the needle for the business, everyone cares.</p>



<p>So, yeah, it’s always fun to get SEO results. But it’s a lot cooler when you’re in-house.&nbsp;</p>



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<h2 class="wp-block-heading" id="h-is-making-the-switch-worth-it-that-s-for-you-to-decide">Is making the switch worth it? That’s for you to decide</h2>



<p>Making the switch from agency to in-house life has been a lot of adjectives for me. Exhausting, challenging, and exciting are some of the first that come to mind.&nbsp;</p>



<p>But the biggest takeaway after one year in-house? I’ve learned a lot.</p>



<p>I hope you can take these seven lessons and apply them to your own journey — whether you’re at an agency or leading an in-house team right now.&nbsp;</p>



<p>The transition isn&#8217;t always easy, but for me, seeing the strategy finally turn into reality has made every cross-functional meeting and performance fire drill worth it.</p>

If you’re reading this, you’re likely an SEO aficionado like me. I’m a seasoned SEO with 10+ years of agency experience.
Being on the agency side gave me deep SEO expertise, exposure to top industry talent, and experience working with some of the world’s most well-known brands.
I did a bit of everything on the agency side — from technical SEO to content marketing to new business.
Working at an agency is nothing like working in-house. After a long run on the agency side, I moved in-house for the first time. Here are seven things I’ve learned since making the switch.
1. Owning performance changes how SEO is evaluated
On the agency side, when performance drops, you know the drill: a frantic message hits your inbox — traffic is down — and the client needs a report on what’s happening by yesterday.
You then spend the next few hours in the SEO trenches analyzing search trends, tracking ranking changes, and digging through Google Search Console to find your answers. You cross your T’s. Dot your I’s. You beautify that report a bit. And — finally — you fire it off to your client. 
After sending the report, you may get a few questions from the client. A little back and forth, but for the most part, your job is done. The fire drill is over. You’ve done everything you can from the agency perspective. On to the next client on your roster. 
This situation looks a lot different on the in-house side. 
From my new perspective, receiving that agency report is just the beginning. Now, I’m the one on the hook for translating that analysis, figuring out how to socialize it, and turning it into a concrete action plan to turn performance around.
I always knew my clients were under a lot of stress. I figured their bosses were the ones catching the dips and asking difficult questions, leading to that inevitable frantic message in my inbox. But, boy, it hits differently when you’re the one getting asked those difficult questions.
When you’re in-house, you aren’t just reporting on a dip in performance — it feels like you’re defending your entire SEO strategy. The way you frame that data can make or break the projects or the direction you’re taking the program.
It’s a lot of pressure — and it’s different when you’re responsible for the results.

  
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2. Execution matters more than deliverables
On the agency side, the deliverable is the destination. You spend hours researching, analyzing, and refining a beautiful slide deck. Each slide flows, tells a story, and looks pristine. I mastered this — and did it fast.
Now that I’m in-house, I’ve realized the deliverable isn’t the destination anymore.
It’s all about the execution. 
I was lucky enough during my agency days to have one engagement where I was deeply embedded in day-to-day operations. I was doing things like building dev tickets, reviewing Figma designs, and actually pushing CMS updates. I thought I knew exactly what execution looked like.
But executing while in-house is way more challenging than I expected. 
In order to execute on an SEO strategy, you have to work through the entire org to bring your vision to life. You need to coordinate with the design team to review Figma designs. You need to align messaging and copy with PMMs. You need to work with project managers to make sure deadlines are being met. You need to work with devs to make sure the technical implementation is correct.
It’s not easy. Sometimes it’s messy. And — quite often — it’s pretty frustrating. 
But here’s the truth: once you move from polished decks to pushing changes live, you become 10x the SEO you were before.
Dig deeper: Why branding matters for in-house SEO teams



3. The shift from agency partner to internal stakeholder
One of the more interesting parts of making the switch to in house, was that suddenly, I became the client. I’m the one on the other end of the video call. I’m the one receiving the strategy docs. I’m the one calling all the shots. 
And honestly? It’s been a huge (and super exciting) opportunity to take everything that I’ve learned on the agency side and put it into action. 
And I’ve gotten to decide what type of client I want to be. 
I had a wide range of clients on the agency side. Some disappeared. Some were demanding and made every call tense. Some pushed impossible deadlines. Some didn’t trust my judgment. Some couldn’t execute the strategy.
You name it — I’ve probably experienced that type of challenging client.
Then I had dream clients — kind, collaborative, and treated me like an equal. Calls felt like catching up with a friend before getting into SEO. They could take a strategy and execute without being demanding or difficult.
That was the client I wanted to be. And that’s the client I strive to be, too. 
4. Storytelling matters more than strategy 
I’m a technical SEO at heart.
Nothing makes me happier than seeing the indexing rate improve after an XML sitemap refresh. Or seeing a massive improvement to Largest Contentful Paint after implementing Core Web Vitals optimizations. Or even a perfectly executed hreflang optimization to target your key international markets. 
Chef’s kiss — it warms my technical SEO heart to see all this work get executed. 
The problem? Your execs don’t understand that technical jargon.
That’s where storytelling becomes your best friend. And I’d say it’s almost as important as the execution itself. 
Because it doesn’t matter if you do all this SEO work if your bosses can’t understand it. You need to tell a story about what you did, why you did it, and the results. All in a simple, easy-to-understand format — ideally with a pretty visual right next to it.
Let’s take, for example, hreflang optimizations. You realize that hreflang is important. But how do you make it seem important for an exec so that they can understand it?
What I do is pretty simple. I explain the background behind why I’m doing what I’m doing and frame it in simple terms. 
Instead of saying that we updated hreflang to target France correctly, I would frame it as improving the search experience for France searchers. I’d then show a SERP screenshot of before the optimizations to show incorrect targeting, and follow it up with an updated screenshot with correct targeting. Lastly, I’d share results — ideally, an increase in CTR, traffic, or conversions. 
(Side note: If you’re one of my agency partners reading this, you know I ask for an insane amount of screenshots — but this is exactly why I do it.)
Following this formula allows you to:
Explain why we implemented the optimization (in this case, incorrect targeting in France).
Show what users are seeing in the market.
Demonstrate that this optimization achieved business results. 
It’s a simple blueprint that makes it easy for execs to understand the importance of your optimizations. I know it may seem small, but storytelling is one of the secrets to success in in-house life. 
Dig deeper: How to use the three-act structure for data storytelling




	
	
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5. SEO depends on cross-functional collaboration
In a massive organization, it’s so easy to live on an SEO island. If you’re not collaborating, you can easily find yourself on a beach hanging out with a volleyball named Wilson — just optimizing <title> tags, writing meta descriptions, and optimizing on-page copy for keywords. 
But there’s absolutely no way you’re going to get anything meaningful done without the support and assistance from others within your organization. 
You need to be a team player. And cross-functional collaboration is important for success. 
After years on the agency side, I learned to move fast — really fast. When I went in-house, I tried to keep that pace. I wanted to make changes, test, and see results immediately. I saw documentation as a hurdle, and large cross-functional meetings without progress as a waste of time.
Quickly, I found out that’s not the case. You need the support of those partners in cross-functional meetings to get things done. 
It takes time to get to know your cross-functional teams and understand what they’re good at, what their goals are, and — crucially — where they need support. I’ve learned that once you understand the developer’s sprint capacity or a product marketing manager’s roadmap, you can stop just requesting things from them and start partnering with them to get things done. 
When you align your SEO goals with their existing priorities, you stop being a line item in their backlog and start becoming a teammate. In-house, having a teammate in engineering or product is the difference between a strategy that sits in a slide deck and one that actually ships.
6. Taking initiative and trusting your judgment 
OK, fine, I added a cliché to the list. But in the in-house world, it might be the most important one. 
I’ve been given this advice several times throughout my career. If you want to get something done, go get it done. Don’t wait around for permission from your bosses to do something that will have a significant impact. If you wait for permission, you may never get anything done. 
That’s why I ask for forgiveness — not permission. 
When I started in-house, I knew the team was lean. I knew my bosses had a million things on their plates. And, most importantly, I knew they hired me for a reason: to drive organic growth.
During my first few weeks, I remember asking myself, “Can I launch this content?” “Can I expand into this market?” “Am I allowed to test this tactic?” 
And then it hit me: This is exactly why I’m here. They hired me to make these decisions and move the needle, not to add more approval meetings to their calendars.
And if I asked for permission for everything, I would never be able to get anything done. 
This is why I trust my instincts when it comes to SEO strategy and execution. I rely on my 10+ years of experience in the SEO game. If I think something is going to drive growth for the business, I don’t just sit around and wait for permission to do something. I execute. 
And if something doesn’t turn out exactly how I had planned? That’s when I take the forgiveness route. 
Dig deeper: 5 lessons from delivering bad SEO news to executives



7. Seeing SEO work translate into business impact 
I did a lot of high-impact, business-changing work during my agency life. I’ve built the strategies, seen them come to life on a site, and watched them drive results. Driving results and building case studies have always been my favorite part of the job.
However, when you’re sitting agency-side, you’re often the silent partner in those results, not the owner. 
Now that I’m in-house, I get to see my projects come to life on the site — and it’s pretty cool.
During my first few months in-house, I knew I wanted to make an impact quickly. I implemented a few of my high-impact, low-effort optimizations — the ones I would typically implement for a new client I had just onboarded. 
After reviewing monthly reports, I saw an insane spike in performance that lined up exactly with a significant site update we implemented. 
I remember thinking, “Wait, was that us?” 
The answer: It sure was. 
I then created my first case study and shared the results throughout our organization. And, shockingly (to me, anyway), people were really interested. Within my first three months, I found myself sharing those results at our entire company’s all-hands meeting — something I never expected to happen. 
I used to think a massive organization wouldn’t be interested in SEO, but I was wrong. When it comes to moving the needle for the business, everyone cares.
So, yeah, it’s always fun to get SEO results. But it’s a lot cooler when you’re in-house. 

  
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Is making the switch worth it? That’s for you to decide
Making the switch from agency to in-house life has been a lot of adjectives for me. Exhausting, challenging, and exciting are some of the first that come to mind. 
But the biggest takeaway after one year in-house? I’ve learned a lot.
I hope you can take these seven lessons and apply them to your own journey — whether you’re at an agency or leading an in-house team right now. 
The transition isn’t always easy, but for me, seeing the strategy finally turn into reality has made every cross-functional meeting and performance fire drill worth it.

Owning performance means turning analysis into action, navigating internal teams, and answering for results when things don’t go as planned.

7 lessons from moving from agency to in-house SEO

<div><img width="1920" height="1080" src="https://searchengineland.com/wp-content/seloads/2026/04/What-are-you-optimizing-for-in-paid-search-when-keywords-matter-less.png" class="attachment-large size-large wp-post-image" alt="What are you optimizing for in paid search when keywords matter less" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2026/04/What-are-you-optimizing-for-in-paid-search-when-keywords-matter-less.png 1920w, https://searchengineland.com/wp-content/seloads/2026/04/What-are-you-optimizing-for-in-paid-search-when-keywords-matter-less-768x432.png 768w, https://searchengineland.com/wp-content/seloads/2026/04/What-are-you-optimizing-for-in-paid-search-when-keywords-matter-less-1536x864.png 1536w, https://searchengineland.com/wp-content/seloads/2026/04/What-are-you-optimizing-for-in-paid-search-when-keywords-matter-less-1200x675.png 1200w" sizes="(max-width: 1920px) 100vw, 1920px" /></div>Search platforms rely less on keywords. Signals, data quality, and intent mapping now drive how ads are targeted and performance is measured.

<div><img width="1920" height="1080" src="https://searchengineland.com/wp-content/seloads/2026/04/What-are-you-optimizing-for-in-paid-search-when-keywords-matter-less.png" class="attachment-large size-large wp-post-image" alt="What are you optimizing for in paid search when keywords matter less" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2026/04/What-are-you-optimizing-for-in-paid-search-when-keywords-matter-less.png 1920w, https://searchengineland.com/wp-content/seloads/2026/04/What-are-you-optimizing-for-in-paid-search-when-keywords-matter-less-768x432.png 768w, https://searchengineland.com/wp-content/seloads/2026/04/What-are-you-optimizing-for-in-paid-search-when-keywords-matter-less-1536x864.png 1536w, https://searchengineland.com/wp-content/seloads/2026/04/What-are-you-optimizing-for-in-paid-search-when-keywords-matter-less-1200x675.png 1200w" sizes="(max-width: 1920px) 100vw, 1920px" /></div>
<p>Paid search platforms are getting better at deciding who should see your ads, often without relying on the keywords you choose.&nbsp;</p>



<p>As that shift accelerates, optimization is moving away from query-level control and toward signals like audience data, landing page context, and conversion behavior. Understanding that change is key to knowing what to actually optimize for now.</p>



<h2 class="wp-block-heading" id="h-when-keywords-gave-us-control-and-what-comes-next">When keywords gave us control and what comes next</h2>



<p>A decade ago, our world was defined by the illusion of control. Every decision we made was anchored in the keyword. Hypersegmentation and single keyword ad groups (SKAGs) ruled the land. </p>



<p>If possible, we’d build a unique landing page for every single keyword in every single ad group. The process was tedious, manual, and we loved it because we felt like we were the ones driving the machine.</p>



<p>Fortunately (or unfortunately, depending on how much you miss spreadsheets and Editor), times have changed. We’ve long speculated about whether Google and Microsoft would finally sunset keywords altogether. That day feels closer than ever. </p>



<p>From <a href="https://searchengineland.com/google-performance-max-431821">Performance Max</a> to the emerging <a href="https://searchengineland.com/ai-max-for-search-everything-you-need-to-know-462923">AI Max</a> solutions — and even the shift toward contextual, LLM-driven search like ChatGPT — the industry is moving toward a keywordless reality.</p>



<p>But if we take a step back, we have to admit why the keyword is so vital. It’s a window into clear intent that tells us exactly where a user is in their journey:</p>



<ul class="wp-block-list">
<li><strong>The symptom:</strong> &#8220;Productivity tools for remote teams.&#8221;</li>



<li><strong>The consideration:</strong> &#8220;Asana vs. Trello comparison.&#8221;</li>



<li><strong>The decision:</strong> &#8220;Monday demo.&#8221;</li>
</ul>



<p>If those signals are now handled behind the scenes by a black box, the role of the marketer changes. So what are we actually optimizing for?</p>



<p><strong><em>Dig deeper: <a href="https://searchengineland.com/beyond-keywords-mastering-ai-driven-campaigns-465960">Beyond keywords: Mastering AI-driven campaigns</a></em></strong>



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<h2 class="wp-block-heading" id="h-signals-are-the-new-keywords">Signals are the new keywords</h2>



<p>Intent is inferred from a complex web of signals that have rendered the individual keyword secondary. To win in 2026, your optimization focus must shift toward three core pillars.</p>



<h3 class="wp-block-heading" id="h-audience-data-the-who-over-the-what">Audience data (the ‘who’ over the ‘what’)</h3>



<p>Google’s algorithms now prioritize customer match and first-party data over the query itself. With the full integration of the Data Manager API, the system knows which users in the auction match your closed-won deals.</p>



<p>You no longer bid on the query &#8220;cloud security.&#8221; You bid on the director of IT (because you’re sharing first-party data) who has a history of researching SOC 2 compliance, even if their current search is as vague as &#8220;scaling infrastructure.&#8221;</p>



<p>B2B match rates are notoriously stubborn. But this is exactly where you need to evolve your strategy. Move beyond one-to-one list matching and get creative with integration partners to enrich your signals.</p>



<p>Start by clustering individuals by shared pain points, then use on-site experiences to allow them to self-identify. By the time they hit a remarketing list, you aren’t just targeting a &#8220;user,&#8221; you’re targeting a verified intent state.</p>



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<h3 class="wp-block-heading" id="h-landing-pages-as-living-signals">Landing pages as living signals</h3>



<p>Your landing page is a data source. Google’s AI scans your page to understand the nuance of your offering. Creative assets are also important signals and need to complement your targeted themes and keywords, plus your landing page content.</p>



<p>If your landing page clearly articulates a &#8220;mid-market manufacturing&#8221; use case, the AI will automatically find those users, even if they never type the word &#8220;manufacturing.&#8221; Your &#8220;keyword strategy&#8221; is now your content strategy.</p>



<p>You might think looking at Meta is a deviation here, but the parallels are impossible to ignore. Meta’s Andromeda retrieval engine now influences a massive portion of the social auction by using the creative itself as the primary targeting signal.&nbsp;</p>



<p>If both platforms are moving toward a world where your assets (whether it’s a 15-second video or a high-value landing page) are what actually define your audience, you have to ask: How much weight are you giving your creative inputs versus your technical ones?&nbsp;</p>



<h3 class="wp-block-heading" id="h-historical-conversions-and-pipeline-velocity">Historical conversions and pipeline velocity</h3>



<p>With <a href="https://searchengineland.com/google-tests-journey-aware-bidding-to-optimize-search-campaigns-464729">journey aware bidding</a> and <a href="https://searchengineland.com/value-based-bidding-boost-google-ads-437240">value-based bidding</a>, the algorithm isn’t just looking for the final click. It’s analyzing the historical sequence of a user’s journey.</p>



<p>Optimization now happens against &#8220;high-value need states.&#8221; You’re feeding the system data on which mid-funnel behaviors (like a whitepaper download or a webinar sign-up) actually lead to six-figure contracts.</p>



<p><strong><em>Dig deeper: <a href="https://searchengineland.com/paid-search-performance-better-signals-472224">Why better signals drive paid search performance</a></em></strong>



<h2 class="wp-block-heading" id="h-the-great-intent-shift-query-level-vs-user-level">The great intent shift: Query-level vs. user-level</h2>



<p>The most significant mental hurdle for digital marketers is the shift from query-level intent to user-level intent.</p>



<figure class="wp-block-table"><table><tbody><tr><td><strong>Feature</strong></td><td><strong>Query-level intent (legacy)</strong></td><td><strong>User-level intent (2026 and beyond)</strong></td></tr><tr><td>Primary driver</td><td>The specific words typed.</td><td>The user’s historical behavior and context.</td></tr><tr><td>Logic</td><td>&#8220;They are in state X, so they need Y.&#8221;</td><td>Triggered by a predicted &#8220;need state.&#8221;</td></tr><tr><td>Measurement</td><td>CTR and CPC.</td><td>Pipeline value and predicted LTV.</td></tr><tr><td>Auction entry</td><td>Triggered by a keyword match.</td><td>Triggered by a predicted &#8220;need state&#8221;</td></tr></tbody></table></figure>



<p>In the old model, a query like &#8220;how to manage payroll&#8221; might have been ignored by an enterprise SaaS company as &#8220;too informational.&#8221; In 2026, the AI knows if that user is a student or a VP of finance at a 5,000-employee firm. </p>



<p>If it’s the latter, the user-level intent is commercial, regardless of the query-level phrasing, assuming you’re providing the right signals (see what I did there?). If you’re advertising on Microsoft Ads, you can leverage LinkedIn’s profile targeting.</p>



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<h2 class="wp-block-heading" id="h-what-should-you-actually-be-doing">What should you actually be doing?</h2>



<p id="h-now-that-ai-is-handling-the-matching-your-job-has-evolved-from-a-mechanic-to-a-data-architect">Now that AI is handling the matching, your job has evolved from a mechanic to a data architect.</p>



<ul class="wp-block-list">
<li><strong>Feed the beast with better data:</strong> Your competitive advantage is the quality of your CRM integration. If you feed the AI junk leads, it will efficiently find you more junk. You must optimize for value-based bidding.</li>



<li><strong>Audit your signal health:</strong> Are your landing pages optimized for AI readability? Do they have the technical schema and depth of content that allows Google to categorize your &#8220;intent bucket&#8221; correctly?</li>



<li><strong>Embrace the black box with guardrails:</strong> Move away from micromanaging search terms, and start managing brand exclusion lists and negative intent themes.</li>
</ul>



<p>The future of search isn’t about finding the right words. It’s about being the best answer for the right person at the exact moment their need state evolves. </p>



<p>Keywords were the training wheels. Now, the wheels are off. It’s time to see how fast your data can take you.</p>



<p><strong><em>Dig deeper: </em></strong><a href="https://searchengineland.com/ppc-teams-becoming-data-teams-471001"><strong><em>Why PPC teams are becoming data teams</em></strong></a>

Paid search platforms are getting better at deciding who should see your ads, often without relying on the keywords you choose. 
As that shift accelerates, optimization is moving away from query-level control and toward signals like audience data, landing page context, and conversion behavior. Understanding that change is key to knowing what to actually optimize for now.
When keywords gave us control and what comes next
A decade ago, our world was defined by the illusion of control. Every decision we made was anchored in the keyword. Hypersegmentation and single keyword ad groups (SKAGs) ruled the land. 
If possible, we’d build a unique landing page for every single keyword in every single ad group. The process was tedious, manual, and we loved it because we felt like we were the ones driving the machine.
Fortunately (or unfortunately, depending on how much you miss spreadsheets and Editor), times have changed. We’ve long speculated about whether Google and Microsoft would finally sunset keywords altogether. That day feels closer than ever. 
From Performance Max to the emerging AI Max solutions — and even the shift toward contextual, LLM-driven search like ChatGPT — the industry is moving toward a keywordless reality.
But if we take a step back, we have to admit why the keyword is so vital. It’s a window into clear intent that tells us exactly where a user is in their journey:
The symptom: “Productivity tools for remote teams.”
The consideration: “Asana vs. Trello comparison.”
The decision: “Monday demo.”
If those signals are now handled behind the scenes by a black box, the role of the marketer changes. So what are we actually optimizing for?
Dig deeper: Beyond keywords: Mastering AI-driven campaigns




  
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Signals are the new keywords
Intent is inferred from a complex web of signals that have rendered the individual keyword secondary. To win in 2026, your optimization focus must shift toward three core pillars.
Audience data (the ‘who’ over the ‘what’)
Google’s algorithms now prioritize customer match and first-party data over the query itself. With the full integration of the Data Manager API, the system knows which users in the auction match your closed-won deals.
You no longer bid on the query “cloud security.” You bid on the director of IT (because you’re sharing first-party data) who has a history of researching SOC 2 compliance, even if their current search is as vague as “scaling infrastructure.”
B2B match rates are notoriously stubborn. But this is exactly where you need to evolve your strategy. Move beyond one-to-one list matching and get creative with integration partners to enrich your signals.
Start by clustering individuals by shared pain points, then use on-site experiences to allow them to self-identify. By the time they hit a remarketing list, you aren’t just targeting a “user,” you’re targeting a verified intent state.
Get the newsletter search marketers rely on.
 
				
				
			
See terms.
		
Landing pages as living signals
Your landing page is a data source. Google’s AI scans your page to understand the nuance of your offering. Creative assets are also important signals and need to complement your targeted themes and keywords, plus your landing page content.
If your landing page clearly articulates a “mid-market manufacturing” use case, the AI will automatically find those users, even if they never type the word “manufacturing.” Your “keyword strategy” is now your content strategy.
You might think looking at Meta is a deviation here, but the parallels are impossible to ignore. Meta’s Andromeda retrieval engine now influences a massive portion of the social auction by using the creative itself as the primary targeting signal. 
If both platforms are moving toward a world where your assets (whether it’s a 15-second video or a high-value landing page) are what actually define your audience, you have to ask: How much weight are you giving your creative inputs versus your technical ones? 
Historical conversions and pipeline velocity
With journey aware bidding and value-based bidding, the algorithm isn’t just looking for the final click. It’s analyzing the historical sequence of a user’s journey.
Optimization now happens against “high-value need states.” You’re feeding the system data on which mid-funnel behaviors (like a whitepaper download or a webinar sign-up) actually lead to six-figure contracts.
Dig deeper: Why better signals drive paid search performance



The great intent shift: Query-level vs. user-level
The most significant mental hurdle for digital marketers is the shift from query-level intent to user-level intent.

FeatureQuery-level intent (legacy)User-level intent (2026 and beyond)
Primary driverThe specific words typed.The user’s historical behavior and context.
Logic“They are in state X, so they need Y.”Triggered by a predicted “need state.”
MeasurementCTR and CPC.Pipeline value and predicted LTV.
Auction entryTriggered by a keyword match.Triggered by a predicted “need state”





In the old model, a query like “how to manage payroll” might have been ignored by an enterprise SaaS company as “too informational.” In 2026, the AI knows if that user is a student or a VP of finance at a 5,000-employee firm. 
If it’s the latter, the user-level intent is commercial, regardless of the query-level phrasing, assuming you’re providing the right signals (see what I did there?). If you’re advertising on Microsoft Ads, you can leverage LinkedIn’s profile targeting.

  
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What should you actually be doing?
Now that AI is handling the matching, your job has evolved from a mechanic to a data architect.
Feed the beast with better data: Your competitive advantage is the quality of your CRM integration. If you feed the AI junk leads, it will efficiently find you more junk. You must optimize for value-based bidding.
Audit your signal health: Are your landing pages optimized for AI readability? Do they have the technical schema and depth of content that allows Google to categorize your “intent bucket” correctly?
Embrace the black box with guardrails: Move away from micromanaging search terms, and start managing brand exclusion lists and negative intent themes.
The future of search isn’t about finding the right words. It’s about being the best answer for the right person at the exact moment their need state evolves. 
Keywords were the training wheels. Now, the wheels are off. It’s time to see how fast your data can take you.
Dig deeper: Why PPC teams are becoming data teams

Search platforms rely less on keywords. Signals, data quality, and intent mapping now drive how ads are targeted and performance is measured.

What are you optimizing for in paid search when keywords matter less?

<div><img width="1920" height="1081" src="https://searchengineland.com/wp-content/seloads/2026/04/Cultural-SEO-A-practical-framework-for-Spanish-markets-in-AI-search.png" class="attachment-large size-large wp-post-image" alt="Cultural SEO- A practical framework for Spanish markets in AI search" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2026/04/Cultural-SEO-A-practical-framework-for-Spanish-markets-in-AI-search.png 1920w, https://searchengineland.com/wp-content/seloads/2026/04/Cultural-SEO-A-practical-framework-for-Spanish-markets-in-AI-search-768x432.png 768w, https://searchengineland.com/wp-content/seloads/2026/04/Cultural-SEO-A-practical-framework-for-Spanish-markets-in-AI-search-1536x865.png 1536w, https://searchengineland.com/wp-content/seloads/2026/04/Cultural-SEO-A-practical-framework-for-Spanish-markets-in-AI-search-1200x675.png 1200w" sizes="(max-width: 1920px) 100vw, 1920px" /></div>AI systems flatten Spanish markets into a single default. Learn how to build market-specific signals across content, retrieval, and entities.

AI systems flatten Spanish markets into a single default. Learn how to build market-specific signals across content, retrieval, and entities.

Cultural SEO: A practical framework for Spanish markets in AI search

<div><img width="1920" height="1080" src="https://searchengineland.com/wp-content/seloads/2026/04/Adobe-article-20260427.jpg" class="attachment-large size-large wp-post-image" alt="" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2026/04/Adobe-article-20260427.jpg 1920w, https://searchengineland.com/wp-content/seloads/2026/04/Adobe-article-20260427-768x432.jpg 768w, https://searchengineland.com/wp-content/seloads/2026/04/Adobe-article-20260427-1536x864.jpg 1536w, https://searchengineland.com/wp-content/seloads/2026/04/Adobe-article-20260427-1200x675.jpg 1200w" sizes="(max-width: 1920px) 100vw, 1920px" /></div>Your customers may not use the phrase ‘personalized marketing,’ but they recognize it when it works.

<div><img width="1920" height="1080" src="https://searchengineland.com/wp-content/seloads/2026/04/Adobe-article-20260427.jpg" class="attachment-large size-large wp-post-image" alt="" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2026/04/Adobe-article-20260427.jpg 1920w, https://searchengineland.com/wp-content/seloads/2026/04/Adobe-article-20260427-768x432.jpg 768w, https://searchengineland.com/wp-content/seloads/2026/04/Adobe-article-20260427-1536x864.jpg 1536w, https://searchengineland.com/wp-content/seloads/2026/04/Adobe-article-20260427-1200x675.jpg 1200w" sizes="(max-width: 1920px) 100vw, 1920px" /></div>
<figure class="wp-block-image size-full"><img decoding="async" width="1920" height="1080" src="https://searchengineland.com/wp-content/seloads/2026/04/Adobe-article-20260427.jpg" alt="" class="wp-image-475135" srcset="https://searchengineland.com/wp-content/seloads/2026/04/Adobe-article-20260427.jpg 1920w, https://searchengineland.com/wp-content/seloads/2026/04/Adobe-article-20260427-768x432.jpg 768w, https://searchengineland.com/wp-content/seloads/2026/04/Adobe-article-20260427-1536x864.jpg 1536w, https://searchengineland.com/wp-content/seloads/2026/04/Adobe-article-20260427-1200x675.jpg 1200w" sizes="(max-width: 1920px) 100vw, 1920px" /></figure>



<p>Think about the last time you binged those true crime documentaries. The next time you opened your streaming app, the homepage likely shifted. Investigative series rose to the top. Maybe a notification alerted you when a new series dropped. Promotional emails highlighted only what you hadn’t watched. You didn’t see the data parsing or the decisioning behind it. You just looked forward to enjoying the next title.</p>



<p>That’s the standard. According to the <a href="https://business.adobe.com/resources/digital-trends-report.html">Adobe 2025 AI and digital </a><a href="https://business.adobe.com/resources/digital-trends-report.html" target="_blank" rel="noopener sponsored nofollow">trends</a><a href="https://business.adobe.com/resources/digital-trends-report.html"> report</a> , 71% of consumers want personalized — or personally relevant — offers and information, and 78% expect seamless experiences across channels. Yet fewer than half of brands consistently deliver.</p>



<p>The issue is structural. When customer data lives in disconnected systems, teams will struggle to align insight, timing, and execution quickly enough to take meaningful action. AI can’t magic the problem away. According to the <a href="https://business.adobe.com/resources/digital-trends-report.html#exceptional-experiences-start-with-connected-data" target="_blank" rel="noopener sponsored nofollow">Adobe 2026 AI and digital trends report</a>, fewer than half of organizations say their data foundation is adequate to support AI at scale.</p>



<p>At the initial stages of the modernization journey, the path to personalization can feel daunting. But progress will be easier than you think when you introduce a foundation for a unified customer experience.</p>



<h3 class="wp-block-heading" id="h-the-real-barrier-to-personalization-disconnected-journeys">The real barrier to personalization: Disconnected journeys</h3>



<p>Most brands have plenty of data. It’s cohesion they lack. Your marketing team likely runs email, web, mobile, paid media, support, and even in-person channels. Each collects important signals, but are they sharing context across channels fast enough to shape the next interaction?</p>



<p>If not, impact is immediate. A customer browses a product online, then receives an email with a different price. Or a subscriber contacts support and has to repeat their story to multiple team members before getting help. Or a loyal customer happily purchases your product—only to see the same ads promoting it in their feed for weeks after.</p>



<p>Even minor bumps along the customer journey chip away at trust. <a href="https://business.adobe.com/resources/digital-trends-report.html#exceptional-experiences-start-with-connected-data" target="_blank" rel="noopener sponsored nofollow">Nearly half</a> of customers say they disengage when promotions feel irrelevant or mistimed.</p>



<p>Delivering a unified customer experience requires continuously updating your understanding of each customer and then immediately sharing that insight across every department and touchpoint.</p>



<p>This can require substantial change. But taking the following steps makes the path ahead more straightforward:</p>



<h4 class="wp-block-heading" id="h-step-1-build-a-unified-customer-profile">Step 1: Build a unified customer profile</h4>



<p>A unified experience starts with a single, living view of the customer.</p>



<p>Instead of keeping separate records for each channel, create a dynamic profile that reflects behavior, preferences, and history across all departments as customer activity happens in real time. Every click, purchase, service interaction, and loyalty update should feed into the same source of truth.</p>



<p>With that information, customer segmentation becomes smarter and messaging becomes more relevant. Customers stop receiving duplicative or contradictory communications. And performance can be more accurately measured across the full lifecycle.</p>



<p>This shift moves your marketing strategy from channel and campaign management to customer-first engagement. With a unified profile in place, teams respond to customers as individuals, not isolated events.&nbsp;</p>



<h4 class="wp-block-heading" id="h-step-2-connect-insights-to-activation-in-real-time">Step 2: Connect insights to activation in real time</h4>



<p>Accurate data doesn’t create value on its own. Those behavior signals must trigger action to shape meaningful engagement. Cart abandonment should prompt a quick follow-up (but not too quickly). Product recommendations should reflect recent browsing and past purchases. Irrelevant offers should be removed entirely. Journeys should evolve as preferences change.</p>



<p>Relevance largely depends on timing and second chances don’t come easily. Results from a <a href="https://mmaglobal.com/news/mobile-marketing-association-reveal-brands-need-first-second-strategy" target="_blank" rel="noopener sponsored nofollow">Cognition Neuroscience Research</a> project show the brain processes digital advertising in less than 400 milliseconds. Customers decide almost instantly whether a message applies to them. If systems can’t recognize context and activate insight within that window, the moment passes — and so does the opportunity to connect.</p>



<p>AI supports this speed at scale. It identifies patterns in customer data, anticipates purchase intent, flags churn risk, and determines next-best actions within milliseconds. Its effectiveness, however, depends on accurate, unified data. Reliable inputs enable relevant outcomes.</p>



<h4 class="wp-block-heading" id="h-step-3-scale-securely-in-the-cloud">Step 3: Scale securely in the cloud</h4>



<p>Privacy expectations are rising, and protecting customer data is a top priority. As organizations unify more signals and activate them in real time, governance can’t be layered on later. It has to be built in from the start.</p>



<p>To sustain a unified customer experience at scale, organizations need a modern cloud foundation that allows teams to process and activate data where it lives, reduce latency, limit unnecessary movement, and strengthen security controls.</p>



<p>In the cloud, data ingestion and activation happen faster. Infrastructure grows alongside customer volume. Compliance frameworks are embedded, not bolted on. And technology teams spend less time maintaining custom connections and more time enabling innovation.</p>



<h3 class="wp-block-heading" id="h-make-every-interaction-count">Make every interaction count</h3>



<p>Personalization succeeds when brands are prepared for the right moment, not just the right message. When your data foundation is unified, activation happens in real time, infrastructure is more secure, and personalization stops feeling experimental. Instead, it becomes operational. And relevance becomes repeatable.</p>



<p>Adobe Experience Platform on Amazon Web Services (AWS) brings these elements together and simplifies execution for your teams. Adobe Experience Platform creates real-time customer profiles that power segmentation, analytics, and journey orchestration across touchpoints. Deployed natively on AWS, it runs on scalable infrastructure designed for speed, resilience, and security—while reducing technical maintenance and complexity.</p>



<p>Read the eBook, <a href="https://online.flippingbook.com/view/269527151/" target="_blank" rel="noopener sponsored nofollow"><em>Capturing attention in the age of AI</em></a><em>, </em>to learn more about howAdobe and AWS provide the holistic view of your customer, which marketers need to deliver personalization, build retention, and increase customer lifetime value.</p>



<p>Or, if you&#8217;re ready to see specifically how Adobe and AWS can simplify your unique path to unified customer experiences, <a href="https://business.adobe.com/support/partners/amazon-web-services.html" target="_blank" rel="noopener sponsored nofollow">reach out and start the conversation today</a>.</p>


Think about the last time you binged those true crime documentaries. The next time you opened your streaming app, the homepage likely shifted. Investigative series rose to the top. Maybe a notification alerted you when a new series dropped. Promotional emails highlighted only what you hadn’t watched. You didn’t see the data parsing or the decisioning behind it. You just looked forward to enjoying the next title.
That’s the standard. According to the Adobe 2025 AI and digital trends report , 71% of consumers want personalized — or personally relevant — offers and information, and 78% expect seamless experiences across channels. Yet fewer than half of brands consistently deliver.
The issue is structural. When customer data lives in disconnected systems, teams will struggle to align insight, timing, and execution quickly enough to take meaningful action. AI can’t magic the problem away. According to the Adobe 2026 AI and digital trends report, fewer than half of organizations say their data foundation is adequate to support AI at scale.
At the initial stages of the modernization journey, the path to personalization can feel daunting. But progress will be easier than you think when you introduce a foundation for a unified customer experience.
The real barrier to personalization: Disconnected journeys
Most brands have plenty of data. It’s cohesion they lack. Your marketing team likely runs email, web, mobile, paid media, support, and even in-person channels. Each collects important signals, but are they sharing context across channels fast enough to shape the next interaction?
If not, impact is immediate. A customer browses a product online, then receives an email with a different price. Or a subscriber contacts support and has to repeat their story to multiple team members before getting help. Or a loyal customer happily purchases your product—only to see the same ads promoting it in their feed for weeks after.
Even minor bumps along the customer journey chip away at trust. Nearly half of customers say they disengage when promotions feel irrelevant or mistimed.
Delivering a unified customer experience requires continuously updating your understanding of each customer and then immediately sharing that insight across every department and touchpoint.
This can require substantial change. But taking the following steps makes the path ahead more straightforward:
Step 1: Build a unified customer profile
A unified experience starts with a single, living view of the customer.
Instead of keeping separate records for each channel, create a dynamic profile that reflects behavior, preferences, and history across all departments as customer activity happens in real time. Every click, purchase, service interaction, and loyalty update should feed into the same source of truth.
With that information, customer segmentation becomes smarter and messaging becomes more relevant. Customers stop receiving duplicative or contradictory communications. And performance can be more accurately measured across the full lifecycle.
This shift moves your marketing strategy from channel and campaign management to customer-first engagement. With a unified profile in place, teams respond to customers as individuals, not isolated events. 
Step 2: Connect insights to activation in real time
Accurate data doesn’t create value on its own. Those behavior signals must trigger action to shape meaningful engagement. Cart abandonment should prompt a quick follow-up (but not too quickly). Product recommendations should reflect recent browsing and past purchases. Irrelevant offers should be removed entirely. Journeys should evolve as preferences change.
Relevance largely depends on timing and second chances don’t come easily. Results from a Cognition Neuroscience Research project show the brain processes digital advertising in less than 400 milliseconds. Customers decide almost instantly whether a message applies to them. If systems can’t recognize context and activate insight within that window, the moment passes — and so does the opportunity to connect.
AI supports this speed at scale. It identifies patterns in customer data, anticipates purchase intent, flags churn risk, and determines next-best actions within milliseconds. Its effectiveness, however, depends on accurate, unified data. Reliable inputs enable relevant outcomes.
Step 3: Scale securely in the cloud
Privacy expectations are rising, and protecting customer data is a top priority. As organizations unify more signals and activate them in real time, governance can’t be layered on later. It has to be built in from the start.
To sustain a unified customer experience at scale, organizations need a modern cloud foundation that allows teams to process and activate data where it lives, reduce latency, limit unnecessary movement, and strengthen security controls.
In the cloud, data ingestion and activation happen faster. Infrastructure grows alongside customer volume. Compliance frameworks are embedded, not bolted on. And technology teams spend less time maintaining custom connections and more time enabling innovation.
Make every interaction count
Personalization succeeds when brands are prepared for the right moment, not just the right message. When your data foundation is unified, activation happens in real time, infrastructure is more secure, and personalization stops feeling experimental. Instead, it becomes operational. And relevance becomes repeatable.
Adobe Experience Platform on Amazon Web Services (AWS) brings these elements together and simplifies execution for your teams. Adobe Experience Platform creates real-time customer profiles that power segmentation, analytics, and journey orchestration across touchpoints. Deployed natively on AWS, it runs on scalable infrastructure designed for speed, resilience, and security—while reducing technical maintenance and complexity.
Read the eBook, Capturing attention in the age of AI, to learn more about howAdobe and AWS provide the holistic view of your customer, which marketers need to deliver personalization, build retention, and increase customer lifetime value.
Or, if you’re ready to see specifically how Adobe and AWS can simplify your unique path to unified customer experiences, reach out and start the conversation today.

Your customers may not use the phrase ‘personalized marketing,’ but they recognize it when it works.

Customers want personalized marketing. Why can’t most brands deliver? by Adobe

<div><img width="800" height="450" src="https://searchengineland.com/wp-content/seloads/2021/10/hiring-in-search-marketing-800x450.jpg" class="attachment-large size-large wp-post-image" alt="Search marketing jobs" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2021/10/hiring-in-search-marketing-800x450.jpg 800w, https://searchengineland.com/wp-content/seloads/2021/10/hiring-in-search-marketing-600x338.jpg 600w, https://searchengineland.com/wp-content/seloads/2021/10/hiring-in-search-marketing-200x113.jpg 200w, https://searchengineland.com/wp-content/seloads/2021/10/hiring-in-search-marketing-768x432.jpg 768w, https://searchengineland.com/wp-content/seloads/2021/10/hiring-in-search-marketing-1536x864.jpg 1536w, https://searchengineland.com/wp-content/seloads/2021/10/hiring-in-search-marketing-150x84.jpg 150w, https://searchengineland.com/wp-content/seloads/2021/10/hiring-in-search-marketing-550x310.jpg 550w, https://searchengineland.com/wp-content/seloads/2021/10/hiring-in-search-marketing.jpg 1920w" sizes="(max-width: 800px) 100vw, 800px" /></div>Land your next job in SEO or PPC. These brands and agencies are hiring to fill open search marketing positions right now.

Looking to take the next step in your search marketing career? 
Below, you will find the latest SEO, PPC, and digital marketing jobs at brands and agencies. We also include positions from previous weeks that are still open.
Newest SEO Jobs 
(Provided to Search Engine Land by SEOjobs.com) 



Beat the Bots: How to Optimize Your SEO Resume for ATS Filters
December 23, 2025 
Landing that perfect SEO role starts long before the interview. It starts with getting past the digital gatekeepers standing between your resume and an actual human. And those gatekeepers are everywhere: research shows 75% to 98% of large employers use Applicant Tracking Systems (ATS) to screen resumes, and up to 75% of qualified candidates never […]

Essential SEO Skills to Master by 2026: Future-Proofing Your Career
December 22, 2025 
Search is changing fast, and not just inside Google. People discover brands on YouTube, TikTok, Reddit, Amazon, and now, of course, through AI tools like ChatGPT and Perplexity. If you want to stay valuable (and hireable) as an SEO in 2026, you need two things: That combination is how you go from “I know SEO” […]

Is a Career in SEO Worth It in 2026? Let’s Dive In
December 4, 2025 
The SEO landscape has evolved dramatically over the past decade, with professionals now commanding salaries ranging from $67,000 to $191,000, depending on their expertise and role. What once centered on keyword density and backlink quantity has transformed into a sophisticated discipline requiring technical chops, strategic thinking, and deep understanding of user behavior… and then we […]

How to Score Entry-Level SEO Jobs with No Experience
December 2, 2025 
You do not need a marketing degree or a fancy title (although each can help) to break into SEO. You need proof that you can actually move the needle. If you are willing to learn, ship real work, and show receipts, you can go from “no experience” to “getting paid to do SEO” in a […]

Niche Down: Your Guide to Specializing in SEO
December 1, 2025 
The SEO industry has evolved dramatically over the past decade, with specialized skills now commanding premium rates and attracting the most exciting projects. Many professionals find themselves at a crossroads, wondering whether to continue as generalists or focus their expertise on a specific area of search engine optimization. Making the transition from generalist to specialist […]

Avoid These 10 Resume Pitfalls When Applying for SEO Agency Roles
November 29, 2025 
Trying to land an SEO role is not just “submit resume, get interview.” You are up against hundreds of applicants, most of whom can talk about title tags and content briefs. The resume is the filter. If you blow it, you’ll never even make it to a human. Agencies are a different animal. You are […]

Is SEO a Stressful Career? Let’s Be Honest About It
November 28, 2025 
SEO is one of those careers people either love or eventually run screaming from. On any given day you are trying to understand what Google just changed, why a client’s traffic tanked, and whether that one dev ticket from March is ever going to get shipped. You are expected to be technical, creative, political, and […]

Should Your Resume Mention AI? Integrating AEO Skills Into Your CV
November 27, 2025 
How to Seamlessly Integrate AI Skills into Your Resume AI is not a side note anymore. It is baked into how companies work, hire, and grow. If you can use AI to work smarter, that belongs on your resume. In a lot of cases it is the difference between getting an interview and getting filtered […]

How to Write Job Descriptions That Attract Top SEO Talent
November 26, 2025 
The competition for top SEO talent has reached unprecedented levels, with companies scrambling to attract professionals who can navigate the ever-changing landscape of search algorithms and AI/LLM visibility. Writing a job description that stands out requires more than listing responsibilities—it demands a strategic approach that speaks directly to qualified candidates while ensuring maximum visibility in […]

SEO vs. PPC Career: Which Is Best? My Experience Working Both!
April 21, 2025 
In the world of digital marketing, careers in SEO (Search Engine Optimization) and PPC (Pay-Per-Click) advertising often converge and overlap. While the skill sets may differ, the ultimate goal remains the same: getting brands in front of the right audience at the right time.  Whether you’re new to the field, looking to switch disciplines, or […]

Newest PPC and paid media jobs
(Provided to Search Engine Land by PPCjobs.com) 







Director, Paid Media
April 27, 2026 
THE·TEAM operates at the epicenter of sports, music and entertainment, serving talent, brands and properties on a global scale. Our brands and properties division works with iconic brands and rights holders, supporting business growth through all marketing disciplines. We’re a trusted partner to every major league, team and venue, building meaningful connections between brands, properties […]

Director, Growth Marketing NA
April 27, 2026 
Job Context The North America Director of Growth Marketing is the single-threaded owner of regional growth outcomes, accountable for end-to-end strategy, budget, and delivery of MQLs, pipeline, and efficient growth across assigned business units. This is a general manager–style leadership role that partners closely with Sales, Product, Finance, and shared services to drive scalable, high-performing […]

Vice President of Paid Media (Remote Canada)
April 27, 2026 
Vice President of Paid Media Overview The VP, Paid Media owns a ~$15M P&L spanning three pillars: Paid Media, Programmatic, and Creative. This role reports to the Managing Director, Performance, and is accountable for client outcomes, retention, and quality of work across all three pillars. The VP leads through Associate Directors who manage billable consultants […]

Group Manager, Growth Marketing – Acrobat Engagement
April 27, 2026 
The Opportunity  Adobe is seeking a Group Manager, Growth Marketing (Product-Led Growth & Experimentation) to lead and scale a high-impact team responsible for in-product experimentation across Acrobat. This role sits within the Retention and Value Discovery Product Marketing team and is at the center of driving material ARR & engagement impact through rigorous experimentation, targeted messaging, and deep partnership with Product […]

Senior Paid Media Strategist (Remote US)
April 27, 2026 
Directive Consulting is the performance marketing agency for SaaS and Tech companies. We use Customer Generation (a marketing methodology developed by us) which focuses on SQLs and Customers instead of traditional metrics like MQLs. We offer Paid Media, SEO/Content, CRO, and Video to our clients by creating comprehensive digital marketing strategies that allow our clients […]

Other roles you may be interested in
Manager, SEO, KINESSO (Hyrid, New York, NY)
Salary: $90,000 – $95,000
Manage senior analysts and help analysts grow into the next level of their career.
Translate clients’ business goals and marketing objectives into successful search engine optimization strategies.
Senior Manager of Marketing (Paid, SEO, Affiliate), What Goes Around Comes Around (Jersey City, NJ)
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SEO Manager, Veracity Insurance Solutions, LLC, (Remote)
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Lead, coach, and develop a high-performing team of SEO Specialists
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Work in platform to configure campaigns – set up budgets, targeting, creative, and run dat
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Identify target audiences and create strategies to grow reach and engagement
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Salary: $80,000 – $90,000
Own the strategy and governance for local search visibility across all business locations.
Develop optimization frameworks and standards for Google Business Profiles and other listing platforms.
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Define and drive rednote’s global brand strategy, shaping its positioning across key international markets
Lead integrated marketing initiatives end-to-end, ensuring alignment across creative development and media execution
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Salary: $70,000 – $100,000
Directly build, manage, and optimize campaigns within Google Ads, Microsoft Ads, and Facebook Ads (Meta).
Serve as the lead point of contact for your book of clients, taking full ownership of their success and growth.
Marketing Specialist, The Bradford group (Hybrid, The Greater Chicago area)
Salary: $60,000 – $62,000
Launch and manage paid social campaigns primarily on Meta platforms.
Oversee daily budgets and performance optimizations against revenue and ROI goals, using data-driven insights to continuously improve results.
Paid Search Specialist, Maui Jim Sunglasses (Peoria, IL)
Salary: $65,000 – $70,000
Plan, set up, and manage paid search, display, and shopping campaigns on Google Ads.
Manage and optimize advertising budgets to achieve revenue and efficiency targets.
Note: We update this post weekly. So make sure to bookmark this page and check back.

Land your next job in SEO or PPC. These brands and agencies are hiring to fill open search marketing positions right now.

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All About Digital Marketing

Read the Latest Trends and Headlines in Digital Marketing.

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