<div><img width="800" height="457" src="https://searchengineland.com/wp-content/seloads/2025/04/google-performance-report-phone-1920-800x457.jpg" class="attachment-large size-large wp-post-image" alt="" style="margin-bottom: 15px;" decoding="async" fetchpriority="high" srcset="https://searchengineland.com/wp-content/seloads/2025/04/google-performance-report-phone-1920-800x457.jpg 800w, https://searchengineland.com/wp-content/seloads/2025/04/google-performance-report-phone-1920-592x338.jpg 592w, https://searchengineland.com/wp-content/seloads/2025/04/google-performance-report-phone-1920-198x113.jpg 198w, https://searchengineland.com/wp-content/seloads/2025/04/google-performance-report-phone-1920-768x439.jpg 768w, https://searchengineland.com/wp-content/seloads/2025/04/google-performance-report-phone-1920-1536x878.jpg 1536w, https://searchengineland.com/wp-content/seloads/2025/04/google-performance-report-phone-1920.jpg 1920w" sizes="(max-width: 800px) 100vw, 800px" /></div>Google search and Shopping ad clicks are surging, offering advertisers a rare opportunity to reach high-intent audiences while CPCs remain stable.

<div><img width="800" height="457" src="https://searchengineland.com/wp-content/seloads/2025/04/google-performance-report-phone-1920-800x457.jpg" class="attachment-large size-large wp-post-image" alt="" style="margin-bottom: 15px;" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2025/04/google-performance-report-phone-1920-800x457.jpg 800w, https://searchengineland.com/wp-content/seloads/2025/04/google-performance-report-phone-1920-592x338.jpg 592w, https://searchengineland.com/wp-content/seloads/2025/04/google-performance-report-phone-1920-198x113.jpg 198w, https://searchengineland.com/wp-content/seloads/2025/04/google-performance-report-phone-1920-768x439.jpg 768w, https://searchengineland.com/wp-content/seloads/2025/04/google-performance-report-phone-1920-1536x878.jpg 1536w, https://searchengineland.com/wp-content/seloads/2025/04/google-performance-report-phone-1920.jpg 1920w" sizes="(max-width: 800px) 100vw, 800px" /></div>
<p>Spending on Google search ads rose 13% year over year in Q4 2025, up from 10% in Q3, based on Tinuiti&#8217;s latest benchmark report. Click growth for advertisers hit its strongest rate since early 2021, while average CPCs declined slightly for the second consecutive quarter. AI-driven results continue to expand overall query volume, including commercial searches.</p>



<p><strong>Why we care.</strong> Google search ad clicks are surging while CPCs remain flat, a trend fueled in part by Amazon stepping back from U.S. Google Shopping auctions. Advertisers are seeing both opportunity (CPC mostly stable) and disruption as spend patterns shift across search and shopping.</p>



<p>Additionally, AI-driven query growth is expanding the overall search funnel, offering more opportunities to reach customers earlier in their buying journey.</p>


<div class="wp-block-image">
<figure class="aligncenter size-full"><img decoding="async" width="675" height="285" src="https://searchengineland.com/wp-content/seloads/2026/01/Googe-US-Spend-Q4.png" alt="" class="wp-image-467661"/></figure></div>


<p><strong>Shopping ad trends:</strong> Google Shopping ad spend climbed 16% year over year as Target and Walmart stepped up during the holiday season. Amazon’s absence left a void in auctions, while Shein and Temu maintained smaller, less prominent presences. CPCs for Shopping Ads remained weak, falling 1% year over year.</p>


<div class="wp-block-image">
<figure class="aligncenter size-full"><img decoding="async" width="672" height="271" src="https://searchengineland.com/wp-content/seloads/2026/01/Google-Shopping.png" alt="" class="wp-image-467663"/></figure></div>


<p><strong>Performance Max.</strong> PMax campaigns accounted for 62% of total Google Shopping spend and 61% of sales, slightly down from last year but up from earlier in 2025. Non-shopping inventory, including video and display, made up 39% of PMax spend, with YouTube video accounting for 13% of impressions outside of search.</p>


<div class="wp-block-image">
<figure class="aligncenter size-full is-resized"><img decoding="async" width="433" height="381" src="https://searchengineland.com/wp-content/seloads/2026/01/PMax-share.png" alt="" class="wp-image-467667" style="width:666px;height:auto"/></figure></div>


<figure class="wp-block-image size-full"><img decoding="async" width="727" height="238" src="https://searchengineland.com/wp-content/seloads/2026/01/PMax-Adtype.png" alt="" class="wp-image-467666"/></figure>



<p><strong>Text ads.</strong> Google text ad clicks hit a 19-quarter high, growing 9% year over year. Spend rose 11%, while CPC growth stayed modest at 2%. Brand keyword CPC growth slowed to just 2% year over year, and declining CTRs were offset by strong impression growth, likely influenced by AI-driven overviews in search results.</p>



<p><strong>Microsoft search growth.</strong> Microsoft outpaced Google in paid search spend growth, with a 16% year-over-year increase in Q4, up from 12% in Q3. Click growth slowed slightly to 10%, while CPCs rose 5%, as Amazon maintained its presence in Microsoft Shopping listings.</p>


<div class="wp-block-image">
<figure class="aligncenter size-full"><img decoding="async" width="657" height="271" src="https://searchengineland.com/wp-content/seloads/2026/01/Microsoft-Us-spend-Q4.png" alt="" class="wp-image-467662"/></figure></div>


<p><strong>Amazon advertising.</strong> Sponsored Products clicks on Amazon rose 23% year over year, despite average CPCs declining 1%. Sponsored Brands saw modest spend growth (+2%) but declining clicks, while Sponsored Display spend fell 47%. Meanwhile, Amazon DSP spending rose 31% year over year, driven by offsite inventory and premium placements like Prime Video ads.</p>



<figure class="wp-block-image size-full"><img decoding="async" width="696" height="288" src="https://searchengineland.com/wp-content/seloads/2026/01/AMazon-IS.png" alt="" class="wp-image-467664"/></figure>



<p><strong>Walmart trends.</strong> Sponsored Products accounted for 89% of Walmart search ad spend, with conversions remaining elevated through the holiday season. Display ad spend grew to 35% of total, with 60% allocated to offsite inventory targeting.</p>



<p><strong>Video and streaming ads.</strong> YouTube ad spend increased 13% year over year, with impressions up 38% and CPMs down 18%. Video now accounts for 66% of Google Demand Gen spending. Across traditional streaming platforms, Prime Video ad spend surged 31% from Q3 to Q4, surpassing Netflix in CPMs, while TV screens dominated traditional streaming spend but phones were critical for direct-response formats.</p>


<div class="wp-block-image">
<figure class="aligncenter size-full is-resized"><img decoding="async" width="389" height="276" src="https://searchengineland.com/wp-content/seloads/2026/01/YouTubeQ4.png" alt="" class="wp-image-467665" style="width:585px;height:auto"/></figure></div>


<p><strong>The bottom line.</strong> Google’s search and shopping ecosystems remain resilient, with AI-driven query growth and shifting retailer participation creating both opportunities and complexity. Meanwhile, Microsoft and Amazon are evolving their ad offerings, giving advertisers multiple avenues to reach high-intent audiences across search, display, and streaming.</p>



<p><strong>Dig Deeper.</strong> <a href="https://tinuiti.com/research-insights/research/digital-ads-benchmark-report/?utm_source=press%20outreach&amp;utm_medium=pr">Digital Ads Benchmark Report Q4 2025</a></p>


Spending on Google search ads rose 13% year over year in Q4 2025, up from 10% in Q3, based on Tinuiti’s latest benchmark report. Click growth for advertisers hit its strongest rate since early 2021, while average CPCs declined slightly for the second consecutive quarter. AI-driven results continue to expand overall query volume, including commercial searches.
Why we care. Google search ad clicks are surging while CPCs remain flat, a trend fueled in part by Amazon stepping back from U.S. Google Shopping auctions. Advertisers are seeing both opportunity (CPC mostly stable) and disruption as spend patterns shift across search and shopping.
Additionally, AI-driven query growth is expanding the overall search funnel, offering more opportunities to reach customers earlier in their buying journey.

Shopping ad trends: Google Shopping ad spend climbed 16% year over year as Target and Walmart stepped up during the holiday season. Amazon’s absence left a void in auctions, while Shein and Temu maintained smaller, less prominent presences. CPCs for Shopping Ads remained weak, falling 1% year over year.

Performance Max. PMax campaigns accounted for 62% of total Google Shopping spend and 61% of sales, slightly down from last year but up from earlier in 2025. Non-shopping inventory, including video and display, made up 39% of PMax spend, with YouTube video accounting for 13% of impressions outside of search.





Text ads. Google text ad clicks hit a 19-quarter high, growing 9% year over year. Spend rose 11%, while CPC growth stayed modest at 2%. Brand keyword CPC growth slowed to just 2% year over year, and declining CTRs were offset by strong impression growth, likely influenced by AI-driven overviews in search results.
Microsoft search growth. Microsoft outpaced Google in paid search spend growth, with a 16% year-over-year increase in Q4, up from 12% in Q3. Click growth slowed slightly to 10%, while CPCs rose 5%, as Amazon maintained its presence in Microsoft Shopping listings.

Amazon advertising. Sponsored Products clicks on Amazon rose 23% year over year, despite average CPCs declining 1%. Sponsored Brands saw modest spend growth (+2%) but declining clicks, while Sponsored Display spend fell 47%. Meanwhile, Amazon DSP spending rose 31% year over year, driven by offsite inventory and premium placements like Prime Video ads.




Walmart trends. Sponsored Products accounted for 89% of Walmart search ad spend, with conversions remaining elevated through the holiday season. Display ad spend grew to 35% of total, with 60% allocated to offsite inventory targeting.
Video and streaming ads. YouTube ad spend increased 13% year over year, with impressions up 38% and CPMs down 18%. Video now accounts for 66% of Google Demand Gen spending. Across traditional streaming platforms, Prime Video ad spend surged 31% from Q3 to Q4, surpassing Netflix in CPMs, while TV screens dominated traditional streaming spend but phones were critical for direct-response formats.

The bottom line. Google’s search and shopping ecosystems remain resilient, with AI-driven query growth and shifting retailer participation creating both opportunities and complexity. Meanwhile, Microsoft and Amazon are evolving their ad offerings, giving advertisers multiple avenues to reach high-intent audiences across search, display, and streaming.
Dig Deeper. Digital Ads Benchmark Report Q4 2025

Google search and Shopping ad clicks are surging, offering advertisers a rare opportunity to reach high-intent audiences while CPCs remain stable.

Google search ad clicks hit five-year high as Q4 spend rises 13% – Report

<div><img width="1600" height="900" src="https://searchengineland.com/wp-content/seloads/2026/01/PLTP-Image-7.png" class="attachment-large size-large wp-post-image" alt="" style="margin-bottom: 15px;" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2026/01/PLTP-Image-7.png 1600w, https://searchengineland.com/wp-content/seloads/2026/01/PLTP-Image-7-768x432.png 768w, https://searchengineland.com/wp-content/seloads/2026/01/PLTP-Image-7-1536x864.png 1536w" sizes="(max-width: 1600px) 100vw, 1600px" /></div>Amy Hebdon shares lessons from early mistakes in her career, emphasizing the importance of managing relationships alongside campaigns.

<div><img width="1600" height="900" src="https://searchengineland.com/wp-content/seloads/2026/01/PLTP-Image-7.png" class="attachment-large size-large wp-post-image" alt="" style="margin-bottom: 15px;" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2026/01/PLTP-Image-7.png 1600w, https://searchengineland.com/wp-content/seloads/2026/01/PLTP-Image-7-768x432.png 768w, https://searchengineland.com/wp-content/seloads/2026/01/PLTP-Image-7-1536x864.png 1536w" sizes="(max-width: 1600px) 100vw, 1600px" /></div>
<figure class="wp-block-embed aligncenter 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">
<iframe title="The PPC Decision That Cost More Than Performance ft Amy Hebdon" width="500" height="281" src="https://www.youtube.com/embed/33bxoChUSX0?feature=oembed" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" referrerpolicy="strict-origin-when-cross-origin" allowfullscreen></iframe>
</div></figure>



<p></p>



<p>On episode 337 of PPC Live The Podcast, I speak to Amy Hebdon, an international paid search expert and founder of Paid Search Magic. The show focuses on the real stories behind paid media work, including mistakes, surprises, and lessons learned, rather than just tactical advice. Amy’s breadth of experience spans multiple industries and digital marketing disciplines, making her insights particularly valuable for marketers navigating complex campaigns.</p>



<h2 class="wp-block-heading" id="h-early-career-mistakes-and-learning-experiences">Early career mistakes and learning experiences</h2>



<p>Amy shares a formative experience early in her career managing a fitness client’s creative assets that were incompatible with Google Ads. Despite her intention to protect the account and comply with platform policies, her approach—particularly in a high-stakes meeting with leadership—led to friction with the creative team. She reflects that, while the decision was correct for the account, she could have handled the communication more tactfully to preserve relationships and maintain future collaboration.</p>



<h2 class="wp-block-heading" id="h-accountability-and-oversight-in-campaign-management">Accountability and oversight in campaign management</h2>



<p>Amy recounts another early mistake where she failed to manage a low-touch account after being temporarily assigned sole responsibility. The account ran inactive for several weeks due to an expired insertion order, highlighting the importance of personal accountability, proactive check-ins, and structured processes—even when managing seemingly minor campaigns. She notes that both her own oversight and the client’s lack of internal checks contributed to the problem.</p>



<h2 class="wp-block-heading" id="h-stakeholder-management-and-communication">Stakeholder management and communication</h2>



<p>Throughout her stories, Amy emphasizes the importance of understanding stakeholders’ perspectives and managing relationships carefully. She reflects on how decisions that seem right from a tactical perspective can carry relational consequences, reinforcing the need for empathy, objectivity, and strategic communication when navigating conflicts or escalations.</p>



<h2 class="wp-block-heading" id="h-lessons-on-team-support-and-leadership">Lessons on team support and leadership</h2>



<p>Amy highlights the value of having a supportive team and managers who focus on shared objectives rather than blame. Effective leadership, she says, involves fostering collaboration, redistributing workload when needed, and creating an environment where mistakes can be acknowledged and corrected without fear. For managers, encouraging accountability and openness in their teams ensures both performance and professional growth.</p>



<h2 class="wp-block-heading" id="h-strategic-focus-over-tactics">Strategic focus over tactics</h2>



<p>Amy stresses that paid media success requires a strategic mindset rather than purely tactical execution. Focusing only on bid settings or platform features often misses the broader goal of conversion optimization and audience alignment. She warns that even technically flawless campaigns can fail if they lack alignment with overall objectives, emphasizing the need to step back and evaluate strategy rather than just “chopping down the nearest tree.”</p>



<h2 class="wp-block-heading" id="h-navigating-ai-and-automation-in-ppc">Navigating AI and automation in PPC</h2>



<p>With AI increasingly integrated into digital marketing, Amy warns that over-reliance on automated outputs can be risky. AI may produce outputs that “feel” correct but lack accuracy, and marketers need a strong foundational knowledge to evaluate results critically. Strategy, judgment, and subject matter expertise remain essential for distinguishing meaningful insights from noise generated by automation.</p>



<h2 class="wp-block-heading" id="h-reflections-and-career-philosophy">Reflections and career philosophy</h2>



<p>Amy concludes that mistakes are an inevitable and valuable part of a career in PPC. Distance over time allows marketers to contextualize errors, learn from them, and avoid being defined by them. She likens her career to “practical magic,” blending technical precision with strategic insight to achieve results, while acknowledging that true success requires both patience and methodical planning.</p>


On episode 337 of PPC Live The Podcast, I speak to Amy Hebdon, an international paid search expert and founder of Paid Search Magic. The show focuses on the real stories behind paid media work, including mistakes, surprises, and lessons learned, rather than just tactical advice. Amy’s breadth of experience spans multiple industries and digital marketing disciplines, making her insights particularly valuable for marketers navigating complex campaigns.
Early career mistakes and learning experiences
Amy shares a formative experience early in her career managing a fitness client’s creative assets that were incompatible with Google Ads. Despite her intention to protect the account and comply with platform policies, her approach—particularly in a high-stakes meeting with leadership—led to friction with the creative team. She reflects that, while the decision was correct for the account, she could have handled the communication more tactfully to preserve relationships and maintain future collaboration.
Accountability and oversight in campaign management
Amy recounts another early mistake where she failed to manage a low-touch account after being temporarily assigned sole responsibility. The account ran inactive for several weeks due to an expired insertion order, highlighting the importance of personal accountability, proactive check-ins, and structured processes—even when managing seemingly minor campaigns. She notes that both her own oversight and the client’s lack of internal checks contributed to the problem.
Stakeholder management and communication
Throughout her stories, Amy emphasizes the importance of understanding stakeholders’ perspectives and managing relationships carefully. She reflects on how decisions that seem right from a tactical perspective can carry relational consequences, reinforcing the need for empathy, objectivity, and strategic communication when navigating conflicts or escalations.
Lessons on team support and leadership
Amy highlights the value of having a supportive team and managers who focus on shared objectives rather than blame. Effective leadership, she says, involves fostering collaboration, redistributing workload when needed, and creating an environment where mistakes can be acknowledged and corrected without fear. For managers, encouraging accountability and openness in their teams ensures both performance and professional growth.
Strategic focus over tactics
Amy stresses that paid media success requires a strategic mindset rather than purely tactical execution. Focusing only on bid settings or platform features often misses the broader goal of conversion optimization and audience alignment. She warns that even technically flawless campaigns can fail if they lack alignment with overall objectives, emphasizing the need to step back and evaluate strategy rather than just “chopping down the nearest tree.”
Navigating AI and automation in PPC
With AI increasingly integrated into digital marketing, Amy warns that over-reliance on automated outputs can be risky. AI may produce outputs that “feel” correct but lack accuracy, and marketers need a strong foundational knowledge to evaluate results critically. Strategy, judgment, and subject matter expertise remain essential for distinguishing meaningful insights from noise generated by automation.
Reflections and career philosophy
Amy concludes that mistakes are an inevitable and valuable part of a career in PPC. Distance over time allows marketers to contextualize errors, learn from them, and avoid being defined by them. She likens her career to “practical magic,” blending technical precision with strategic insight to achieve results, while acknowledging that true success requires both patience and methodical planning.

Amy Hebdon shares lessons from early mistakes in her career, emphasizing the importance of managing relationships alongside campaigns.

Amy Hebdon discusses the PPC decision that cost her a good client relationship

<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" style="margin-bottom: 15px;" 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 
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(Provided to Search Engine Land by SEOjobs.com) 

Director of Strategy (Sales) ~ Foundation ~ CAD 100,000+ ~ Remote (WW)
January 16, 2026 
Foundation is a remote digital marketing agency helping ambitious organisations grow through strategy-led, full-funnel marketing across channels, including paid media, creative, SEO, content, and distribution. We work with ambitious global brands who expect more than execution; they expect clear thinking, strong POVs, and measurable impact. As we continue to scale, we’re investing in dedicated leadership […]

SEO Strategist ~ Seer Interactive ~ $65,000-$75,000 ~ Remote (USA)
January 16, 2026 
Seer Interactive is a digital marketing consultancy that harnesses compassion, data, technology, and AI to make a mark on our communities—our coworkers, our clients, our industry, and our neighbors. We relentlessly pursue (and share) the truth, bringing together millions of data points from quantitative and qualitative sources, enhanced by responsible, human-centered AI. Our purpose is […]

Manager, SEO ~ BOLD ~ In-office (USA) ~ 15,500 – 17,500/mo. (PLN) ~ Remote (Poland, EU)
January 16, 2026 
Get AI-powered advice on this job and more exclusive features. We are looking for a strong SEO leader who can drive organic growth for our domestic sites. As SEO Manager, you will lead a small SEO team, working closely to ideate and execute revenue-driving organic initiatives. This is a strategic and high‑visibility role where you’ll […]

Sales Account Executive (SaaS & Link Building) ~ VH-info ~ $1200-$1500 USD/m + bonus ~  Remote (EU/UK)
January 16, 2026 
About the Role: We are a growing Link building agency specializing in high-authority link building for B2B SaaS and AI companies. We have a dedicated team of 15 link builders and are looking for a results-driven Sales Professional to help us double our revenue in 2026. What You Will Do: Identify and outreach to high-growth […]

SEO Strategist (Contractor) ~ Web Thrive ~ $50,000-$80,000 ~ Remote (USA)
January 16, 2026 
Help us grow our clients search traffic. We’re the website agency that builds exceptional websites for exceptional companies. Specialising in web design, web development, and SEOgrowth, we bring together creativity, collaboration, and cutting-edge technology to empower businesses to succeed online. If you’d like to join us on this mission, submit an application now and we’ll […]

SEO Specialist ~ Healthcare Outcomes Performance ~ $60,000-$80,000 ~ Remote (USA)
January 16, 2026 
Essential Functions Execute leading-edge SEO practices: on-page, off-page, and technical optimization, including metadata, schema, internal linking, and site speed. Own and optimize all aspects of local SEO, including management and enhancement of Google Business Profile for top-tier map pack rankings and NAP consistency across directories. Develop and implement GEO strategies to maximize brand visibility in […]

SEO Specialist ~ Blacksmith Agency LLC ~ $80,000-$100,000 ~ Remote (USA)
January 15, 2026 
Join the Blacksmith Team! Blacksmith Agency is a boutique digital agency based out of Phoenix, AZ, specializing in top-of-the-line, custom website design and development. By forging digital products and online experiences rooted in user expectations and data, Blacksmith helps partners grow, innovate, and exceed their business objectives. Top clients include Google, General Electric, Voss Water, […]

SEO Manager ~ Resident ~ $80,000-$100,000 ~ Remote (USA)
January 15, 2026 
CRAFT MEETS COMFORT. At Resident, we believe your living space shouldn’t just look good, it should feel good. That’s why we’ve created a house of brands that focuses on quality materials, timeless style, and most importantly, comfort. Our current brands include the award‑winning Nectar, DreamCloud, Awara, and Siena products and we continue to invest in […]

SEO Marketing Manager ~ NoGood ~ $80,000-$100,000 ~ Remote (USA)/Hybrid (New York, NY, United States)
January 15, 2026 
Spend time learning about the different aspects of that topic from experts in the field. Ready to join one of the fastest-growing marketing agencies in the country? You’ve arrived at the right place! We are: NoGood is an award-winning, tech-enabled growth consultancy that has fueled the success of some of the most iconic brands. We […]

SEO Specialist ~ Verndale ~ $50,000-$70,000 ~ Remote (USA)
January 15, 2026 
About the Position The SEO Specialist will support SEO initiatives across multiple client accounts by executing day-to-day tasks, monitoring performance, and providing insights that improve search visibility. This role requires someone who is detail-oriented, proactive, and eager to grow their expertise in SEO. The ideal candidate will be able to work independently, translate analytics into […]

Newest PPC and paid media jobs
(Provided to Search Engine Land by PPCjobs.com) 
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Manager, Paid Search (SEM) ~ Sosemo LLC ~ $82,500-$95,000 ~ Hybrid (New York, NY, United States)
January 16, 2026 
Sosemo is a distinguished agency specializing in strategic media planning, digital marketing, and campaign management. We are widely recognized for our expertise in search marketing (SEO/SEM), paid social, and programmatic strategies, particularly in the pharmaceutical and consumer brand sectors. Our goal is to be at the forefront of AI as it continues to integrate with […]

Social Media Strategy and Digital Advertising Coordinator/Manager ~ Mascot Records ~ $40,000-$60,000 ~ Hybrid (New York, NY, United States)
January 16, 2026 
Mascot Records is seeking a Social Media Strategy and Digital Advertising Coordinator/Manager based on experience,to play a fundamental role in the company’s international marketing team. They will coordinate Social Media campaign strategy and advertising for our releases with artists, their teams, and the international Mascot staff. Mascot Records is a 100% independent record company specializing […]

PPC / Paid Media Specialist ~ Social Habit Marketing ~ $60,000-$80,000 ~ In-office (USA) ~ Houston, TX, United States
January 16, 2026 
Social Habit Marketing is a creative and data focused digital marketing agency helping service-based businesses grow through content creation, social media management, paid media, website & SEO. We emphasize accountability, fast learning cycles, and measurable results. We’re hiring a PPC / Paid Media Specialist who can own campaign execution from start to finish and go […]

Paid Digital Marketing Manager ~ Aurora Health Care ~ $50.05-$75.10/hr ~ In-office (USA) ~ Allenton, WI, United States
January 15, 2026 
Paid Digital Marketing Manager at Aurora Health Care This range is provided by Aurora Health Care. Your actual pay will be based on your skills and experience — talk with your recruiter to learn more. Base pay range $50.05/hr – $75.10/hr Major Responsibilities Develop and execute tactical plans for paid digital marketing campaigns focused on […]

Campaign Manager, Programmatic & Digital Advertising ~ Jun Group ~ $65,000 – $110,000 ~ Hybrid (New York, NY, United States)
January 15, 2026 
Overview Jun Group is a technology company building a world where consumers are in control of their data and advertisers can reach them directly. Intelligent advertising that inspires trust is our guiding principle. We’re passionate about making advertising better for everyone through our consent-based approach that empowers the world’s largest publishers, brands, and agencies to […]

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Plan, execute, and optimize paid campaigns across Google Ads (Search, Display, YouTube) and Meta Ads (Facebook, Instagram) focused on generating high-intent homeowner leads.
Execute on-page, technical, and local SEO strategies to increase rankings and organic leads.
Search Engine Op imization Manager, NoGood (Remote)
Salary: £80,000 – $100,000
Act as the primary strategic lead for a portfolio of enterprise and scale-up clients.
Build and execute GEO/AEO strategies that maximize brand visibility across LLMs and AI search surfaces.
Senior Content  Manager, TrustedTech (Irvine, CA)
Salary: $110,000 – $130,000
Develop and manage a content strategy aligned with business and brand goals across blog, web, email, paid media, and social channels.
Create and edit compelling copy that supports demand generation and sales enablement programs.
Senior Growth Product Manager, Reku (Remote)
Salary: $180,000 – $220,000
Lead our Product-Led Growth (PLG) strategy and roadmap
Build viral loops, retention drivers, and onboarding magic
Run experiments, crunch funnels, and live in the data
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.

The latest jobs in search marketing

<div><img width="1920" height="1080" src="https://searchengineland.com/wp-content/seloads/2025/08/How-to-tell-if-Google-Ads-automation-helps-or-hurts-your-campaigns.jpg" class="attachment-large size-large wp-post-image" alt="How to tell if Google Ads automation helps or hurts your campaigns" style="margin-bottom: 15px;" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2025/08/How-to-tell-if-Google-Ads-automation-helps-or-hurts-your-campaigns.jpg 1920w, https://searchengineland.com/wp-content/seloads/2025/08/How-to-tell-if-Google-Ads-automation-helps-or-hurts-your-campaigns-768x432.jpg 768w, https://searchengineland.com/wp-content/seloads/2025/08/How-to-tell-if-Google-Ads-automation-helps-or-hurts-your-campaigns-1536x864.jpg 1536w" sizes="(max-width: 1920px) 100vw, 1920px" /></div>Google Ads is testing A/B experiments for Shopping Ads, letting advertisers compare product titles/images to see what performs better.

<div><img width="1920" height="1080" src="https://searchengineland.com/wp-content/seloads/2025/08/How-to-tell-if-Google-Ads-automation-helps-or-hurts-your-campaigns.jpg" class="attachment-large size-large wp-post-image" alt="How to tell if Google Ads automation helps or hurts your campaigns" style="margin-bottom: 15px;" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2025/08/How-to-tell-if-Google-Ads-automation-helps-or-hurts-your-campaigns.jpg 1920w, https://searchengineland.com/wp-content/seloads/2025/08/How-to-tell-if-Google-Ads-automation-helps-or-hurts-your-campaigns-768x432.jpg 768w, https://searchengineland.com/wp-content/seloads/2025/08/How-to-tell-if-Google-Ads-automation-helps-or-hurts-your-campaigns-1536x864.jpg 1536w" sizes="(max-width: 1920px) 100vw, 1920px" /></div>
<p>Google Ads is running a limited test that allows some advertisers to A/B test different product titles and images within Shopping Ads. The feature appears as “product data experiments” and promises results within three to four weeks.</p>



<p><strong>Who gets it</strong>. The test is currently live for a small number of merchants, according to Google Ads Liaison Ginny Marvin. Broader availability is expected later.</p>


<div class="wp-block-image">
<figure class="aligncenter size-full"><img decoding="async" width="556" height="268" src="https://searchengineland.com/wp-content/seloads/2026/01/Screenshot-2026-01-16-at-18.51.12.png" alt="" class="wp-image-467645"/></figure></div>


<p><strong>Why we care.</strong> Product titles and images can make or break Shopping ad performance, but advertisers have had limited ways to test changes without risking live results. This update could bring much-needed experimentation to product feeds.</p>



<p><strong>What it does</strong>. Advertisers can compare variations of product titles and images to see which combinations drive more sales, without fully committing changes across their entire feed.</p>



<figure class="wp-block-image size-full"><img decoding="async" width="800" height="417" src="https://searchengineland.com/wp-content/seloads/2026/01/1768236560982.jpeg" alt="" class="wp-image-467646" srcset="https://searchengineland.com/wp-content/seloads/2026/01/1768236560982.jpeg 800w, https://searchengineland.com/wp-content/seloads/2026/01/1768236560982-768x400.jpeg 768w" sizes="(max-width: 800px) 100vw, 800px" /></figure>



<p><strong>Context</strong>. The feature was teased at Google Marketing Live last year and follows recent tests that allow A/B experiments in some Performance Max campaigns — signaling a broader push toward experimentation across automated formats.</p>



<p><strong>Big picture</strong>. As Google Ads leans further into automation, controlled testing tools like this help advertisers regain insight into what actually drives performance, especially in Shopping and feed-based campaigns.</p>



<p><strong>Credit.</strong> Founder of Take Some Risks Duane Brown shared a screenshot he saw in a Slack group he is a member of on <a href="https://www.linkedin.com/posts/duanebrown_i-saw-in-a-slack-group-i-am-in-this-morning-activity-7416521684200890369-5X3K/">LinkedIn</a>. </p>



<p><strong>What to watch</strong>. If rolled out widely, product data experiments could become a core optimization lever for Shopping Ads — and a long-requested upgrade for advertisers focused on feed performance.</p>


Google Ads is running a limited test that allows some advertisers to A/B test different product titles and images within Shopping Ads. The feature appears as “product data experiments” and promises results within three to four weeks.
Who gets it. The test is currently live for a small number of merchants, according to Google Ads Liaison Ginny Marvin. Broader availability is expected later.

Why we care. Product titles and images can make or break Shopping ad performance, but advertisers have had limited ways to test changes without risking live results. This update could bring much-needed experimentation to product feeds.
What it does. Advertisers can compare variations of product titles and images to see which combinations drive more sales, without fully committing changes across their entire feed.




Context. The feature was teased at Google Marketing Live last year and follows recent tests that allow A/B experiments in some Performance Max campaigns — signaling a broader push toward experimentation across automated formats.
Big picture. As Google Ads leans further into automation, controlled testing tools like this help advertisers regain insight into what actually drives performance, especially in Shopping and feed-based campaigns.
Credit. Founder of Take Some Risks Duane Brown shared a screenshot he saw in a Slack group he is a member of on LinkedIn. 
What to watch. If rolled out widely, product data experiments could become a core optimization lever for Shopping Ads — and a long-requested upgrade for advertisers focused on feed performance.

Google Ads is testing A/B experiments for Shopping Ads, letting advertisers compare product titles/images to see what performs better.

Google Ads tests A/B experiments for Shopping ad product data

<div><img width="1920" height="1080" src="https://searchengineland.com/wp-content/seloads/2025/10/chatgpt-queries.png" class="attachment-large size-large wp-post-image" alt="ChatGPT queries" style="margin-bottom: 15px;" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2025/10/chatgpt-queries.png 1920w, https://searchengineland.com/wp-content/seloads/2025/10/chatgpt-queries-768x432.png 768w, https://searchengineland.com/wp-content/seloads/2025/10/chatgpt-queries-1536x864.png 1536w" sizes="(max-width: 1920px) 100vw, 1920px" /></div>Ads in ChatGPT could give advertisers a new, high-intent way to reach users directly within relevant conversations.

<div><img width="1920" height="1080" src="https://searchengineland.com/wp-content/seloads/2025/10/chatgpt-queries.png" class="attachment-large size-large wp-post-image" alt="ChatGPT queries" style="margin-bottom: 15px;" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2025/10/chatgpt-queries.png 1920w, https://searchengineland.com/wp-content/seloads/2025/10/chatgpt-queries-768x432.png 768w, https://searchengineland.com/wp-content/seloads/2025/10/chatgpt-queries-1536x864.png 1536w" sizes="(max-width: 1920px) 100vw, 1920px" /></div>
<p>OpenAI will start testing ads in ChatGPT in the U.S. in the coming weeks. The ads will appear at the bottom of responses, be clearly labeled, and only show when a sponsored product or service is relevant to the conversation.</p>



<ul class="wp-block-list">
<li><strong>Who will see ads:</strong> Logged-in adult users on the free tier and users on ChatGPT Go, OpenAI’s $8/month low-cost subscription.</li>



<li><strong>Who won&#8217;t see ads:</strong> Users on ChatGPT Pro, Business, and Enterprise plans. Also, users under age 18.</li>
</ul>



<p><strong>Why we care.</strong> Ads inside ChatGPT introduce a new, high-intent placement where users are actively asking questions and making decisions. Unlike search or social ads, these placements appear directly within relevant conversations. They deliver context-driven exposure with clear user controls. If this scales, it could become a new performance and discovery channel, especially for brands focused on intent, education, or consideration-stage marketing.</p>



<p><strong>The bigger goal</strong>. Ads support a broader effort to make powerful AI accessible to more people, OpenAI said. </p>



<ul class="wp-block-list">
<li>Ads are meant to reduce usage limits for free users and help keep costs down.</li>



<li>ChatGPT Go, which launched in 171 countries last year, is now available in the U.S. The plan offers expanded features like image generation, file uploads, and memory at a lower price. </li>
</ul>



<p><strong>What won’t change</strong>. Ads won&#8217;t influence ChatGPT’s answers, and user conversations will never be sold to advertisers, OpenAI said. Ads also won’t appear near sensitive or regulated topics like politics, health, or mental health.</p>



<p><strong>OpenAI’s ad principles</strong>. OpenAI&#8217;s approach is guided by mission alignment, answer independence, conversation privacy, and user control, the company said. Users will be able to see why they’re shown an ad, dismiss it, turn off personalization, or clear ad-related data at any time.</p>



<p><strong>Big picture</strong>. With more than $1.4 trillion in infrastructure commitments and a reported $20 billion annualized revenue run rate, OpenAI is under pressure to find scalable revenue streams. Advertising — long a cash engine for companies like Google and Meta — could help offset those costs while keeping AI broadly available.</p>



<p><strong>Between the lines</strong>. <a href="https://searchengineland.com/openai-begins-testing-ads-inside-chatgpt-467637">CEO Sam Altman has previously warned that ads could erode trust</a>, but OpenAI is positioning this test as cautious and user-first, stressing it won’t optimize for time spent or revenue at the expense of experience.</p>



<p><strong>What’s next</strong>. Ads aren’t live yet, but testing will begin soon. OpenAI will refine how ads appear based on user feedback as it experiments with monetizing its flagship product.</p>



<p><strong>OpenAI&#8217;s announcement.</strong> <a href="https://openai.com/index/our-approach-to-advertising-and-expanding-access/" target="_blank" rel="noopener">Our approach to advertising and expanding access to ChatGPT</a></p>



<p></p>


OpenAI will start testing ads in ChatGPT in the U.S. in the coming weeks. The ads will appear at the bottom of responses, be clearly labeled, and only show when a sponsored product or service is relevant to the conversation.
Who will see ads: Logged-in adult users on the free tier and users on ChatGPT Go, OpenAI’s $8/month low-cost subscription.
Who won’t see ads: Users on ChatGPT Pro, Business, and Enterprise plans. Also, users under age 18.
Why we care. Ads inside ChatGPT introduce a new, high-intent placement where users are actively asking questions and making decisions. Unlike search or social ads, these placements appear directly within relevant conversations. They deliver context-driven exposure with clear user controls. If this scales, it could become a new performance and discovery channel, especially for brands focused on intent, education, or consideration-stage marketing.
The bigger goal. Ads support a broader effort to make powerful AI accessible to more people, OpenAI said. 
Ads are meant to reduce usage limits for free users and help keep costs down.
ChatGPT Go, which launched in 171 countries last year, is now available in the U.S. The plan offers expanded features like image generation, file uploads, and memory at a lower price. 
What won’t change. Ads won’t influence ChatGPT’s answers, and user conversations will never be sold to advertisers, OpenAI said. Ads also won’t appear near sensitive or regulated topics like politics, health, or mental health.
OpenAI’s ad principles. OpenAI’s approach is guided by mission alignment, answer independence, conversation privacy, and user control, the company said. Users will be able to see why they’re shown an ad, dismiss it, turn off personalization, or clear ad-related data at any time.
Big picture. With more than $1.4 trillion in infrastructure commitments and a reported $20 billion annualized revenue run rate, OpenAI is under pressure to find scalable revenue streams. Advertising — long a cash engine for companies like Google and Meta — could help offset those costs while keeping AI broadly available.
Between the lines. CEO Sam Altman has previously warned that ads could erode trust, but OpenAI is positioning this test as cautious and user-first, stressing it won’t optimize for time spent or revenue at the expense of experience.
What’s next. Ads aren’t live yet, but testing will begin soon. OpenAI will refine how ads appear based on user feedback as it experiments with monetizing its flagship product.
OpenAI’s announcement. Our approach to advertising and expanding access to ChatGPT

Ads in ChatGPT could give advertisers a new, high-intent way to reach users directly within relevant conversations.

OpenAI will begin testing ChatGPT ads in the U.S.

<div><img width="1920" height="1080" src="https://searchengineland.com/wp-content/seloads/2025/11/The-Google-Ads-Demand-Gen-playbook-for-todays-fractured-consumer-journey.png" class="attachment-large size-large wp-post-image" alt="The Google Ads Demand Gen playbook for today’s fractured consumer journey" style="margin-bottom: 15px;" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2025/11/The-Google-Ads-Demand-Gen-playbook-for-todays-fractured-consumer-journey.png 1920w, https://searchengineland.com/wp-content/seloads/2025/11/The-Google-Ads-Demand-Gen-playbook-for-todays-fractured-consumer-journey-768x432.png 768w, https://searchengineland.com/wp-content/seloads/2025/11/The-Google-Ads-Demand-Gen-playbook-for-todays-fractured-consumer-journey-1536x864.png 1536w" sizes="(max-width: 1920px) 100vw, 1920px" /></div>Advertisers can now access Manual CPC directly in campaign setup, making it easier to set bids without bypassing recommended options.

<div><img width="1920" height="1080" src="https://searchengineland.com/wp-content/seloads/2025/11/The-Google-Ads-Demand-Gen-playbook-for-todays-fractured-consumer-journey.png" class="attachment-large size-large wp-post-image" alt="The Google Ads Demand Gen playbook for today’s fractured consumer journey" style="margin-bottom: 15px;" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2025/11/The-Google-Ads-Demand-Gen-playbook-for-todays-fractured-consumer-journey.png 1920w, https://searchengineland.com/wp-content/seloads/2025/11/The-Google-Ads-Demand-Gen-playbook-for-todays-fractured-consumer-journey-768x432.png 768w, https://searchengineland.com/wp-content/seloads/2025/11/The-Google-Ads-Demand-Gen-playbook-for-todays-fractured-consumer-journey-1536x864.png 1536w" sizes="(max-width: 1920px) 100vw, 1920px" /></div>
<p>Google Ads simplified access to Manual CPC during campaign setup. Instead of navigating through the “Select a bid strategy directly (not recommended)” option, advertisers now see “Manually set bids” directly under the Conversions goal.</p>



<p><strong>The change:</strong></p>



<ul class="wp-block-list">
<li>Manual CPC is surfaced within Google’s primary bidding flow.</li>



<li>Advertisers no longer need to bypass Google’s recommended strategies to access it.</li>



<li>The update is visible in campaign bidding settings across the UI.</li>
</ul>



<figure class="wp-block-image size-full"><img decoding="async" width="1280" height="720" src="https://searchengineland.com/wp-content/seloads/2026/01/manual-cpc-setup.png" alt="" class="wp-image-467632" srcset="https://searchengineland.com/wp-content/seloads/2026/01/manual-cpc-setup.png 1280w, https://searchengineland.com/wp-content/seloads/2026/01/manual-cpc-setup-768x432.png 768w" sizes="(max-width: 1280px) 100vw, 1280px" /></figure>



<p><strong>Why we care. </strong>Manual CPC remains a go-to bidding strategy for advertisers who want hands-on control, but Google’s setup flow has increasingly nudged users toward automated bidding. This update lowers the friction for those who still prefer manual control.</p>



<p><strong>Big picture</strong>. While Google continues to push Smart Bidding, this change acknowledges that manual bidding still plays an important role — especially for experienced advertisers, niche campaigns, or situations where automation isn’t the best fit.</p>



<p><strong>Credit</strong>. The update was shared by Hana Kobzová founder of <a href="https://ppcnewsfeed.com/ppc-news/2026-01/google-ads-simplifies-access-to-manual-cpc/">PPC News Feed</a></p>


Google Ads simplified access to Manual CPC during campaign setup. Instead of navigating through the “Select a bid strategy directly (not recommended)” option, advertisers now see “Manually set bids” directly under the Conversions goal.
The change:
Manual CPC is surfaced within Google’s primary bidding flow.
Advertisers no longer need to bypass Google’s recommended strategies to access it.
The update is visible in campaign bidding settings across the UI.




Why we care. Manual CPC remains a go-to bidding strategy for advertisers who want hands-on control, but Google’s setup flow has increasingly nudged users toward automated bidding. This update lowers the friction for those who still prefer manual control.
Big picture. While Google continues to push Smart Bidding, this change acknowledges that manual bidding still plays an important role — especially for experienced advertisers, niche campaigns, or situations where automation isn’t the best fit.
Credit. The update was shared by Hana Kobzová founder of PPC News Feed

Advertisers can now access Manual CPC directly in campaign setup, making it easier to set bids without bypassing recommended options.

Google Ads makes Manual CPC easier to find

<div><img width="1920" height="1080" src="https://searchengineland.com/wp-content/seloads/2026/01/google-medical-advice-1920.png" class="attachment-large size-large wp-post-image" alt="Google medical advice" style="margin-bottom: 15px;" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2026/01/google-medical-advice-1920.png 1920w, https://searchengineland.com/wp-content/seloads/2026/01/google-medical-advice-1920-768x432.png 768w, https://searchengineland.com/wp-content/seloads/2026/01/google-medical-advice-1920-1536x864.png 1536w" sizes="(max-width: 1920px) 100vw, 1920px" /></div>Google’s AI health summaries rely on sources that lack rigorous medical review or evidence, a new analysis finds.

<div><img width="1920" height="1080" src="https://searchengineland.com/wp-content/seloads/2026/01/google-medical-advice-1920.png" class="attachment-large size-large wp-post-image" alt="Google medical advice" style="margin-bottom: 15px;" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2026/01/google-medical-advice-1920.png 1920w, https://searchengineland.com/wp-content/seloads/2026/01/google-medical-advice-1920-768x432.png 768w, https://searchengineland.com/wp-content/seloads/2026/01/google-medical-advice-1920-1536x864.png 1536w" sizes="(max-width: 1920px) 100vw, 1920px" /></div>
<p>Most of the health advice summarized in Google’s AI Overviews relies on non-medical sources, a new analysis shows. This follows fresh concerns about users receiving misleading or unsafe guidance on sensitive health topics.</p>



<p><strong>What’s happening</strong>. <a href="https://www.theguardian.com/technology/2026/jan/02/google-ai-overviews-risk-harm-misleading-health-information" target="_blank" rel="noopener">The Guardian</a> recently reported that Google’s AI Overviews sometimes surface incorrect or dangerous health advice. The reporting drew on reviews by medical charities and experts.</p>



<ul class="wp-block-list">
<li>Examples included flawed guidance on pancreatic cancer diets and misleading explanations of liver blood test results.</li>



<li>Google disputed the findings. The company said the examples were taken out of context and argued that most AI Overviews are accurate and link to reputable sources.</li>
</ul>



<p><strong>The bigger issue</strong>. SE Ranking examined where AI Overviews actually get their information. The study reviewed 50,807 health-related searches in Germany. The big finding:</p>



<ul class="wp-block-list">
<li>Nearly two-thirds of Google AI Overview citations come from sources without strong medical or evidence-based safeguards.</li>
</ul>



<p><strong>By the numbers. </strong>YouTube was the single most cited source for health-related AI Overviews. It accounted for 4.43% of all citations, far more than &#8220;more reliable&#8221; medical sources (e.g., hospitals and clinics, health insurance providers, health associations). Other findings:</p>



<ul class="wp-block-list">
<li>34.45% of citations overall came from more reliable medical sources.</li>



<li>Academic journals and government health institutions together accounted for about 1% of all AI Overview citations.</li>



<li>AI Overviews heavily favored video content. YouTube ranked first in AI citations but only 11th in traditional organic search results.</li>



<li>Source alignment was weak. Only 36% of AI-cited pages appeared in Google’s top 10 organic search results.</li>
</ul>



<p><strong>Why we care. </strong>Google&#8217;s AI Overviews act as a primary layer of health information, especially for Your Money or Your Life topics. With more than 82% of health queries triggering AI Overviews, the quality of AI-generated answers is a public safety issue. Google should be held to the same standard it has long imposed on others: meeting the strict requirements it demands of YMYL publishers.</p>



<p><strong>The study.</strong> <a href="https://seranking.com/blog/health-ai-overviews-youtube-vs-medical-sites/">Health-related AI Overviews turn to YouTube 2–3x more than trusted medical sites</a></p>


Most of the health advice summarized in Google’s AI Overviews relies on non-medical sources, a new analysis shows. This follows fresh concerns about users receiving misleading or unsafe guidance on sensitive health topics.
What’s happening. The Guardian recently reported that Google’s AI Overviews sometimes surface incorrect or dangerous health advice. The reporting drew on reviews by medical charities and experts.
Examples included flawed guidance on pancreatic cancer diets and misleading explanations of liver blood test results.
Google disputed the findings. The company said the examples were taken out of context and argued that most AI Overviews are accurate and link to reputable sources.
The bigger issue. SE Ranking examined where AI Overviews actually get their information. The study reviewed 50,807 health-related searches in Germany. The big finding:
Nearly two-thirds of Google AI Overview citations come from sources without strong medical or evidence-based safeguards.
By the numbers. YouTube was the single most cited source for health-related AI Overviews. It accounted for 4.43% of all citations, far more than “more reliable” medical sources (e.g., hospitals and clinics, health insurance providers, health associations). Other findings:
34.45% of citations overall came from more reliable medical sources.
Academic journals and government health institutions together accounted for about 1% of all AI Overview citations.
AI Overviews heavily favored video content. YouTube ranked first in AI citations but only 11th in traditional organic search results.
Source alignment was weak. Only 36% of AI-cited pages appeared in Google’s top 10 organic search results.
Why we care. Google’s AI Overviews act as a primary layer of health information, especially for Your Money or Your Life topics. With more than 82% of health queries triggering AI Overviews, the quality of AI-generated answers is a public safety issue. Google should be held to the same standard it has long imposed on others: meeting the strict requirements it demands of YMYL publishers.
The study. Health-related AI Overviews turn to YouTube 2–3x more than trusted medical sites

Google’s AI health summaries rely on sources that lack rigorous medical review or evidence, a new analysis finds.

Google AI Overviews cite YouTube most often for health topics: Study

<div><img width="1920" height="1080" src="https://searchengineland.com/wp-content/seloads/2026/01/Discoverability-in-2026-How-digital-PR-and-social-search-work-together.png" class="attachment-large size-large wp-post-image" alt="Discoverability in 2026- How digital PR and social search work together" style="margin-bottom: 15px;" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2026/01/Discoverability-in-2026-How-digital-PR-and-social-search-work-together.png 1920w, https://searchengineland.com/wp-content/seloads/2026/01/Discoverability-in-2026-How-digital-PR-and-social-search-work-together-768x432.png 768w, https://searchengineland.com/wp-content/seloads/2026/01/Discoverability-in-2026-How-digital-PR-and-social-search-work-together-1536x864.png 1536w" sizes="(max-width: 1920px) 100vw, 1920px" /></div>Audiences form preferences before they search. Learn how authority shows up across social, search, and AI-powered answers.

Over the last 12-18 months, the rhetoric across Search Engine Land has shifted. 
There’s now broad agreement that people don’t just “Google” to discover brands anymore. 
Audiences are finding brands on TikTok, researching on Reddit, watching YouTube, and increasingly asking AI to summarize everything for them – determining whether a brand is found or ignored.
Discoverability is no longer about ranking first on a single platform. 
It’s about showing up consistently across the touchpoints that make up your audience’s search universe, wherever decisions are actually being made.
In this new landscape, two tactics are quietly doing much of the heavy lifting: digital PR and social search. 
Not as separate disciplines, but as a combined system for building authority, visibility, and recall across traditional search, social platforms, and AI-powered answers.
Digital PR creates credibility at scale, giving brands authority and trustworthiness. 
Social search ensures distribution, making that credibility visible, repeatable, and memorable and, when done well, anchoring brands in culture and real-world conversation.
Together, they do more than shape preference. They form one of the most effective approaches to discoverability heading into 2026.
This is not a future prediction or a trend piece. 
Brands already winning attention today are not choosing between links and social search. 
They are designing campaigns where earned authority fuels searchable, platform-native content that travels wherever audiences – and algorithms – look.
Search is no longer the destination, it’s a layer
For years, search was treated as a place – a “Google”-shaped box where intent was captured and answers were delivered. 
You optimized for it, ranked in it, and measured success by how high you appeared.
That model no longer holds. Search now sits on top of behavior, not at the center of it. 
It’s embedded across platforms, formats, and experiences. People don’t stop what they are doing to “go and search.” 
Search often starts passively and becomes more active as intent builds. Ultimately, audiences discover, validate, and decide in motion.
Someone hears about a brand on TikTok, checks Reddit for real opinions, watches a YouTube breakdown, and then asks AI to summarize the pros and cons. 
None of those actions feel like traditional search, but every one of them is intent-led.
This is what modern search looks like.
The implication is simple but uncomfortable: If your brand only shows up when someone types a query into Google, you are arriving too late, especially if non-brand is your only focus.
In many cases, the decision has already been shaped elsewhere. 
The audience’s mind is made up, reflected in the brand search that follows rather than in traditional non-brand queries.
This is where discoverability starts to break for many brands. 
They are still optimizing for a single endpoint, while audiences navigate an entire search universe of touchpoints, each influencing trust, preference, and recall.
In this platform-rich journey, authority does not just need to exist. 
It needs to be portable. It has to move with the user as they shift between platforms, formats, and contexts. 
E-E-A-T evidenced solely on your own website is no longer enough. Brands need to think broader.
That is why digital PR and social search matter so much here. 
One builds the authority layer. The other ensures it is visible wherever search is happening, even when it does not look like search at all.
Dig deeper: ‘Search everywhere’ doesn’t mean ‘be everywhere’
Social search is where intent becomes belief
Search intent no longer forms in isolation. 
It develops through exposure, reinforcement, and social proof, and that process increasingly happens across social media touchpoints.
When people turn to TikTok, Reddit, or YouTube, they are not just looking for answers. 
They’re looking for validation. Proof that a brand works, that it is credible, and that other like-minded people trust it.
This is the crucial difference between traditional search and social search.
Traditional search has matured into a largely transactional behavior. It’s often used to compare options or confirm availability. 
Social search, by contrast, is where belief is built. Opinions are shaped before a query is ever typed. 
It’s the equivalent of a chat with a friend at the pub, explaining how good or bad a solution is and what they would do in your position – and that type of interaction carries weight.
A TikTok video showing a product in use does more than answer a question. It reduces uncertainty. 
A Reddit thread discussing real experiences adds nuance, context, and trust. 
A YouTube breakdown provides depth and reassurance. 
Together, they don’t just inform a decision. They normalize it, embedding it in a user’s psyche.
This is why social platforms now sit so close to the moment of choice.
By the time a user reaches Google or asks an AI to summarize their options, they are often not starting from zero. 
They are validating something they already feel confident about. The search behavior looks rational, but the preference has already been formed.
That is what makes social search such a powerful lever for discoverability. It influences what people are predisposed to trust before they ever encounter a ranking, a link, or an answer.
For brands, this changes the job to be done. 
Showing up on social platforms is not about publishing content for reach or engagement alone. 
It’s about being present in the conversations that shape belief, and doing so in a way that is engaging, searchable, repeatable, and platform-native.
If your brand is not visible where intent turns into belief, you are relying on search engines to change someone’s mind at the last possible moment. Increasingly, that is a losing strategy.
This is especially true when a [brand] + [term] search follows.
This is also where social search starts to overlap directly with digital PR. 
Belief is not built solely by brands talking about themselves. It’s built when third parties, creators, communities, and credible sources reinforce the same narrative.
When that happens consistently, discoverability does not just increase. It compounds.
Dig deeper: Social and UGC: The trust engines powering search everywhere
Digital PR is what gives social-search belief something to stand on
If social search is where intent turns into belief, digital PR is what makes that belief credible.
Because belief without authority is fragile.
Digital PR has often been reduced to links, coverage, or campaigns that spike and disappear. 
But in this emerging search universe, its real value is far more foundational. 
Digital PR gives brands third-party validation at scale – the kind algorithms trust and audiences recognize.
It answers the unspoken question people ask when they encounter a brand through social or AI, “Why should I believe this?”
Coverage in trusted publications, expert commentary, data-led insights, and earned mentions all serve the same function. 
They don’t just increase presence. They legitimize it. They turn claims into facts and positioning into something others can repeat without skepticism.
This matters because true belief in a solution can’t be formed in a vacuum.
Social platforms may introduce or reinforce an idea, but digital PR anchors that idea in authority. It’s the difference between a brand being talked about and a brand being trusted.
In practical terms, digital PR feeds the belief layer in three critical ways.
It creates source authority: Earned coverage from credible publishers gives algorithms – including emerging AI and LLM systems – something reliable to reference. That’s why certain brands are cited, summarized, and recommended more frequently than others.
It shapes narrative consistency: Well-executed digital PR ensures the same core messages appear across multiple independent sources. That repetition matters, not just for awareness, but for recall, relevance, and confidence.
It makes belief portable: Authority earned through digital PR no longer has to live on a single platform. Brands should recognize the opportunity for distribution – for PR to travel into social content, community discussions, and AI-generated answers. This is how brands infiltrate the mental shortcuts people use when making decisions.
This is where digital PR and social search stop being adjacent and start being interdependent.
Social search distributes belief, but digital PR gives it weight. 
Social search surfaces stories, but digital PR determines whether those stories are trusted, referenced, and remembered.
When the two are planned together, something powerful happens. 
PR campaigns stop being one-off moments and start becoming searchable assets. 
Coverage fuels content. Authority strengthens preference. Belief compounds rather than fades.
Ultimately, your brand is chosen.
Dig deeper: How to build search visibility before demand exists
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Where digital PR and social search intersect in practice
The real power of digital PR and social search isn’t theoretical. It shows up in how campaigns are designed, activated, and reused.
When the two work in isolation, PR creates authority that fades quickly, while social content creates presence that lacks the weight to generate consistent preference across the search universe. 
When they’re planned together, PR stops being a moment in time and starts becoming searchable.
The intersection happens when PR ideas are built with distribution, searchability, and platform behavior in mind from the outset, rather than treated as a bolt-on or afterthought.
A strong digital PR campaign already contains everything social search needs: insight, credibility, and a reason for people to care. 
The mistake brands make is treating coverage as the end goal rather than the raw material.
For example, a data-led PR story shouldn’t live only in a press release or a handful of links on a webpage. 
It should be broken down into TikTok explainers, YouTube deep dives, and visual summaries that answer the exact questions people are already searching for, either through owned content or creator partnerships.
Another example is expert commentary used for PR outreach that is then repurposed into short-form “hot take” content, creator collaborations, or community discussions that surface when audiences look for reassurance.
Newsjacked insights can be translated into fast, searchable social content that appears while interest is peaking, not days or weeks later after coverage has cooled.
In each case, the PR asset becomes a social-search asset – something that can be found, replayed, and reinforced long after the initial coverage lands, distributed across the search universe.
With that in mind, this is also where search “optimization” shifts.
Instead of optimizing only for keywords or headlines, brands optimize for questions, formats, and narratives – intent. 
PR content is designed to match how people search on social platforms, through natural language, lived experience, and explanation.
The outcome is compounding presence. 
Earned coverage still builds authority. Social search content extends its lifespan. 
AI and LLM systems can then pick up consistent narratives from multiple trusted sources. 
Audiences encounter the same message across different contexts, increasing recall and trust.
It puts brands at the center of the conversation, making them the go-to choice.
Dig deeper: Why PR is becoming more essential for AI search visibility
Operationalizing digital PR and social search
Put simply, this approach requires a mindset shift.
Digital PR teams need to think beyond coverage and links. Social teams need to think beyond engagement and reach. 
Both need to align around the same question: “How does this idea travel through the search universe?”
When that happens, campaigns stop being channel-specific and start becoming part of a broader discoverability engine.
If discoverability now depends on authority and belief, the way teams plan has to change.
Digital PR and social search can’t sit in separate roadmaps, measured by different metrics and chasing different outcomes. Planning them independently creates diminishing returns.
Instead, campaigns need to be built around ideas that travel, operating within a “search everywhere” mindset for discoverability.
That means briefing digital PR with search behavior in mind – not just headlines or links, but the questions people will ask on TikTok, Reddit, YouTube, and AI interfaces once a story breaks.
It also means treating social content as a reinforcement layer, not a bolt-on, designed to extend the lifespan and searchability of earned authority.
For teams, this requires alignment around a shared goal: long-term discoverability, not short-term performance. Growth in [brand] search is a strong KPI here.
Success isn’t measured by coverage, engagement, or rankings in isolation. 
It’s measured by whether a brand consistently shows up across the touchpoints that shape trust, preference, and recall. 
The real question is whether an activation led audiences to choose one brand over another.
Dig deeper: The social-to-search halo effect: Why social content drives branded search
The path to discoverability in 2026
Discoverability in 2026 won’t be won by optimizing harder for a single platform. 
It will be won by brands that understand how authority and belief are formed – and how they travel.
Digital PR builds the authority layer. It gives brands credibility, legitimacy, and something worth trusting. 
Social search turns that authority into belief by placing it in the conversations, platforms, and moments where people make decisions.
On their own, each has value. Together, they compound.
The brands that win in 2026 are focused on creating signals that persist – signals that show up consistently across traditional search, social platforms, and AI-powered answers. 
The goal isn’t to game SEO or GEO. It’s to genuinely connect with audiences.
When audiences – and algorithms – encounter the same credible narrative repeatedly, preference forms naturally and recall improves. 
Discoverability stops being something you chase and starts being something you earn, and potentially own.
This isn’t about abandoning SEO or traditional search. 
It’s about recognizing that search has expanded, democratized, and layered itself across the entire digital experience – part of a broader search-everywhere mindset.

Audiences form preferences before they search. Learn how authority shows up across social, search, and AI-powered answers.

Discoverability in 2026: How digital PR and social search work together

<div><img width="1920" height="1080" src="https://searchengineland.com/wp-content/seloads/2026/01/AI-for-video-advertising-5-best-practices-for-PPC-campaigns.png" class="attachment-large size-large wp-post-image" alt="AI for video advertising- 5 best practices for PPC campaigns" style="margin-bottom: 15px;" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2026/01/AI-for-video-advertising-5-best-practices-for-PPC-campaigns.png 1920w, https://searchengineland.com/wp-content/seloads/2026/01/AI-for-video-advertising-5-best-practices-for-PPC-campaigns-768x432.png 768w" sizes="(max-width: 1920px) 100vw, 1920px" /></div>Nearly 90% of advertisers use AI for video ads. Performance now comes down to creative inputs, data signals, and measurement.

<div><img width="1920" height="1080" src="https://searchengineland.com/wp-content/seloads/2026/01/AI-for-video-advertising-5-best-practices-for-PPC-campaigns.png" class="attachment-large size-large wp-post-image" alt="AI for video advertising- 5 best practices for PPC campaigns" style="margin-bottom: 15px;" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2026/01/AI-for-video-advertising-5-best-practices-for-PPC-campaigns.png 1920w, https://searchengineland.com/wp-content/seloads/2026/01/AI-for-video-advertising-5-best-practices-for-PPC-campaigns-768x432.png 768w" sizes="(max-width: 1920px) 100vw, 1920px" /></div>
<p>In 2026, AI is no longer something marketers are debating. It&#8217;s actively shaping nearly every part of digital advertising and creative.</p>



<p>Because the human brain processes visuals far faster than text, video ads are becoming more important and more effective, especially as creative costs continue to fall.&nbsp;</p>



<p>The question is no longer whether <a href="https://searchengineland.com/guide/what-is-paid-search">PPC</a> teams should use AI for video advertising. </p>



<p>It&#8217;s how to use it to drive better results, produce stronger creative, and avoid issues like hallucinations and governance gaps that can undermine performance.</p>



<h2 class="wp-block-heading" id="h-why-ai-adoption-alone-no-longer-drives-ppc-performance">Why AI adoption alone no longer drives PPC performance</h2>



<p><a href="https://www.iab.com/news/nearly-90-of-advertisers-will-use-gen-ai-to-build-video-ads/" target="_blank" rel="noopener">Nearly 90%</a> of advertisers now use generative AI to build or version video ads, according to IAB data. </p>



<p>Adoption, however, does not equal performance.&nbsp;</p>



<p>The difference between winning and losing campaigns on Google Ads, particularly <a href="https://searchengineland.com/youtube-advertising-the-ultimate-guide-436845">YouTube</a>, is no longer defined by manual bidding tactics. </p>



<p>It comes down to who supplies the algorithm with the strongest inputs.</p>



<p>Ad platforms have shifted from keyword-based logic to intent-driven AI recommendations.&nbsp;</p>



<p>Advertisers still trying to manually control every placement are competing against systems that process millions of signals per second.</p>



<p>Here are five best practices for using AI in video PPC campaigns to improve performance and deliver higher-quality signals.</p>



<h2 class="wp-block-heading" id="h-1-abandon-the-perfect-cut-for-modular-asset-libraries">1. Abandon the perfect cut for modular asset libraries</h2>



<p>Historically, video production for PPC followed a TV-style workflow: script, shoot, edit, polish, and publish a single “perfect” 30-second spot.&nbsp;</p>



<p>In the era of <a href="https://searchengineland.com/google-performance-max-431821">Performance Max</a>, that approach has become a liability.</p>



<p>AI-driven campaign types are not designed to work with one finished video.&nbsp;</p>



<p>They perform best when given a library of assets they can assemble dynamically based on a user’s device, intent, and behavior.</p>



<p>Instead of uploading a single video, advertisers need to give the AI building blocks it can combine on its own.</p>



<ul class="wp-block-list">
<li><strong>The hook:</strong> Three to five different six-second opening clips, including visual-first, text-heavy, and UGC-style options.</li>



<li><strong>The body:</strong> Multiple value propositions, such as speed, price, or quality.</li>



<li><strong>The CTA:</strong> Varied end cards, ranging from soft prompts to direct conversion asks.</li>
</ul>



<p>This works because Google’s AI may determine that one user browsing Shorts late at night converts best on a UGC-style hook with a “Learn more” CTA, while another watching a tech review on desktop responds better to a polished product demo with a “Buy now” message.</p>



<p>If only one video is supplied, the AI’s ability to personalize the experience is severely limited.&nbsp;</p>



<p>Google’s move toward formats like <a href="https://blog.google/products/ads-commerce/agentic-commerce-ai-tools-protocol-retailers-platforms/" target="_blank" rel="noopener">Direct Offers</a> shows where this approach is heading.</p>



<h2 class="wp-block-heading" id="h-2-swap-keywords-for-intent-orchestration">2. Swap keywords for intent orchestration</h2>



<p>The keyword is no longer a hard trigger for video ads.&nbsp;</p>



<p>On platforms like YouTube, keywords now function primarily as signals that help AI understand the general theme of the audience an advertiser wants to reach.</p>



<p>Google continues to push advertisers toward Demand Gen and Video View campaigns, which rely on lookalike segments and search themes rather than exact-match targeting.</p>



<p>When targeting is left completely open, AI systems tend to optimize for the path of least resistance.&nbsp;</p>



<p>That often leads to low-quality placements, such as kids’ channels or accidental clicks on mobile apps. Advertisers need to actively orchestrate intent.</p>



<ul class="wp-block-list">
<li><strong>Negative keywords matter:</strong> In an AI-driven environment, telling the system who not to reach is often more powerful than specifying who to reach.</li>



<li><strong>First-party data seeding:</strong> Upload high-value customer lists and designate them as primary signals. This pushes the AI to find users who resemble top customers, not just recent site visitors.</li>
</ul>



<p><strong><em>Dig deeper: <a href="https://searchengineland.com/from-video-action-to-demand-gen-whats-new-in-youtube-ads-and-how-to-win-456647">From Video Action to Demand Gen: What’s new in YouTube Ads and how to win</a></em></strong></p>



<h2 class="wp-block-heading" id="h-3-train-the-algorithm-with-value-based-conversion-data">3. Train the algorithm with value-based conversion data</h2>



<p>The biggest mistake PPC managers make with AI-driven video campaigns is feeding the algorithm weak conversion signals.</p>



<p>When a video campaign is optimized for “Maximize conversions” and the conversion fires on a generic page view or an unqualified lead, the AI will aggressively seek out more users who click and bounce. It optimizes for volume, not value.</p>



<p>To make AI work for video, advertisers need to use offline conversion imports and enhanced conversions.</p>



<ul class="wp-block-list">
<li><strong>Step 1:</strong> A user clicks a video ad and submits a lead form.</li>



<li><strong>Step 2:</strong> The CRM scores the lead, such as qualified versus junk.</li>



<li><strong>Step 3:</strong> The qualified status is sent back to Google as the conversion event.</li>
</ul>



<p>Optimizing for qualified leads instead of raw submissions trains the AI to ignore low-quality signals and prioritize users with real purchase intent.&nbsp;</p>



<p>This approach is essential for scaling video spend without driving up customer acquisition costs.</p>



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<h2 class="wp-block-heading" id="h-4-embrace-lift-measurement-over-last-click-attribution">4. Embrace lift measurement over last-click attribution</h2>



<p>AI-driven video formats, particularly YouTube Shorts, are difficult to evaluate using traditional attribution models.&nbsp;</p>



<p>A user may watch a video ad during a commute, remember the brand, and then search for it directly on a laptop days later.</p>



<p>Legacy attribution models, such as last click, assign all credit to the brand search campaign and none to the video ad that generated the demand.&nbsp;</p>



<p>When video budgets are cut because return on ad spend appears low, brand search volume often declines soon after.</p>



<p>Advertisers should move toward media mix modeling (MMM) or, for a simpler approach, monitor directional consistency.</p>



<ul class="wp-block-list">
<li><strong>The test:</strong> When video spend increases by 20%, does blended CPA remain stable while total revenue grows?</li>



<li><strong>The metric:</strong> Shift focus away from view-through conversions, which can be inflated, and toward incremental lift. <a href="https://searchengineland.com/google-makes-incrementality-testing-easier-cheaper-and-faster-464575">Google’s lift measurement tools</a> enable holdout tests that split audiences into exposed and unexposed groups to demonstrate the true impact of video campaigns.</li>
</ul>



<p><strong><em>Dig deeper: <a href="https://searchengineland.com/why-incrementality-is-the-only-metric-that-proves-marketings-real-impact-463439">Why incrementality is the only metric that proves marketing’s real impact</a></em></strong></p>



<h2 class="wp-block-heading" id="h-5-understand-that-many-users-start-with-sound-off">5. Understand that many users start with sound off</h2>



<p>Despite the rise of audio-driven trends, a significant share of video consumption, especially in the discovery phase, happens with sound off or at low volume.</p>



<p>AI tools can automatically generate captions, but effective video creative goes beyond subtitles. The visual hierarchy must communicate the message clearly without relying on audio.</p>



<p>Review video ads using a visual AI analysis tool or by watching them on mute.&nbsp;</p>



<p>Within the first three seconds, the viewer should be able to answer three questions:</p>



<ul class="wp-block-list">
<li><strong>What is it?</strong> Product or brand visibility.</li>



<li><strong>Who is it for?</strong> Clear demographic signaling.</li>



<li><strong>What do I do?</strong> A visible call to action.</li>
</ul>



<p>If the AI cannot clearly detect the brand logo or product within the first 25% of video frames, brand lift performance will suffer.&nbsp;</p>



<p>Pre-testing creative with AI-based object recognition tools helps ensure brand assets are prominent enough for proper classification and delivery.</p>



<h2 class="wp-block-heading" id="h-ppc-is-becoming-more-architectural-nbsp">PPC is becoming more architectural&nbsp;</h2>



<p>The role of the PPC manager has changed.&nbsp;</p>



<p>Marketers are no longer pilots making constant bid adjustments. They are architects designing the environment in which AI systems operate.</p>



<p>In 2026, the advantage will belong to teams that prioritize creative inputs and data quality.&nbsp;</p>



<p>Building modular assets and closely managing the signals an algorithm learns from will make AI video advertising one of the most scalable levers in the marketing stack.</p>



<p>Treating AI-driven video like a traditional display campaign simply trains the system to spend budget with limited measurable return.</p>



<p>Start by auditing your signals to understand what campaigns are actually optimized for. </p>



<p>Determine whether you are driving toward deep-funnel actions, such as purchases or qualified leads, or simply optimizing for vanity metrics.</p>



<p>Next, modularize creative by identifying a top-performing static image and using an AI video generator to turn it into a six-second bumper that can be tested and scaled across video placements.</p>



<p>Regardless of how AI evolves, video remains a format people value.&nbsp;</p>



<p>Structuring programs thoughtfully and maximizing the tools available will be critical to winning with video advertising.</p>

In 2026, AI is no longer something marketers are debating. It’s actively shaping nearly every part of digital advertising and creative.
Because the human brain processes visuals far faster than text, video ads are becoming more important and more effective, especially as creative costs continue to fall. 
The question is no longer whether PPC teams should use AI for video advertising. 
It’s how to use it to drive better results, produce stronger creative, and avoid issues like hallucinations and governance gaps that can undermine performance.
Why AI adoption alone no longer drives PPC performance
Nearly 90% of advertisers now use generative AI to build or version video ads, according to IAB data. 
Adoption, however, does not equal performance. 
The difference between winning and losing campaigns on Google Ads, particularly YouTube, is no longer defined by manual bidding tactics. 
It comes down to who supplies the algorithm with the strongest inputs.
Ad platforms have shifted from keyword-based logic to intent-driven AI recommendations. 
Advertisers still trying to manually control every placement are competing against systems that process millions of signals per second.
Here are five best practices for using AI in video PPC campaigns to improve performance and deliver higher-quality signals.
1. Abandon the perfect cut for modular asset libraries
Historically, video production for PPC followed a TV-style workflow: script, shoot, edit, polish, and publish a single “perfect” 30-second spot. 
In the era of Performance Max, that approach has become a liability.
AI-driven campaign types are not designed to work with one finished video. 
They perform best when given a library of assets they can assemble dynamically based on a user’s device, intent, and behavior.
Instead of uploading a single video, advertisers need to give the AI building blocks it can combine on its own.
The hook: Three to five different six-second opening clips, including visual-first, text-heavy, and UGC-style options.
The body: Multiple value propositions, such as speed, price, or quality.
The CTA: Varied end cards, ranging from soft prompts to direct conversion asks.
This works because Google’s AI may determine that one user browsing Shorts late at night converts best on a UGC-style hook with a “Learn more” CTA, while another watching a tech review on desktop responds better to a polished product demo with a “Buy now” message.
If only one video is supplied, the AI’s ability to personalize the experience is severely limited. 
Google’s move toward formats like Direct Offers shows where this approach is heading.
2. Swap keywords for intent orchestration
The keyword is no longer a hard trigger for video ads. 
On platforms like YouTube, keywords now function primarily as signals that help AI understand the general theme of the audience an advertiser wants to reach.
Google continues to push advertisers toward Demand Gen and Video View campaigns, which rely on lookalike segments and search themes rather than exact-match targeting.
When targeting is left completely open, AI systems tend to optimize for the path of least resistance. 
That often leads to low-quality placements, such as kids’ channels or accidental clicks on mobile apps. Advertisers need to actively orchestrate intent.
Negative keywords matter: In an AI-driven environment, telling the system who not to reach is often more powerful than specifying who to reach.
First-party data seeding: Upload high-value customer lists and designate them as primary signals. This pushes the AI to find users who resemble top customers, not just recent site visitors.
Dig deeper: From Video Action to Demand Gen: What’s new in YouTube Ads and how to win
3. Train the algorithm with value-based conversion data
The biggest mistake PPC managers make with AI-driven video campaigns is feeding the algorithm weak conversion signals.
When a video campaign is optimized for “Maximize conversions” and the conversion fires on a generic page view or an unqualified lead, the AI will aggressively seek out more users who click and bounce. It optimizes for volume, not value.
To make AI work for video, advertisers need to use offline conversion imports and enhanced conversions.
Step 1: A user clicks a video ad and submits a lead form.
Step 2: The CRM scores the lead, such as qualified versus junk.
Step 3: The qualified status is sent back to Google as the conversion event.
Optimizing for qualified leads instead of raw submissions trains the AI to ignore low-quality signals and prioritize users with real purchase intent. 
This approach is essential for scaling video spend without driving up customer acquisition costs.
Get the newsletter search marketers rely on.
  
				
								
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See terms.
4. Embrace lift measurement over last-click attribution
AI-driven video formats, particularly YouTube Shorts, are difficult to evaluate using traditional attribution models. 
A user may watch a video ad during a commute, remember the brand, and then search for it directly on a laptop days later.
Legacy attribution models, such as last click, assign all credit to the brand search campaign and none to the video ad that generated the demand. 
When video budgets are cut because return on ad spend appears low, brand search volume often declines soon after.
Advertisers should move toward media mix modeling (MMM) or, for a simpler approach, monitor directional consistency.
The test: When video spend increases by 20%, does blended CPA remain stable while total revenue grows?
The metric: Shift focus away from view-through conversions, which can be inflated, and toward incremental lift. Google’s lift measurement tools enable holdout tests that split audiences into exposed and unexposed groups to demonstrate the true impact of video campaigns.
Dig deeper: Why incrementality is the only metric that proves marketing’s real impact
5. Understand that many users start with sound off
Despite the rise of audio-driven trends, a significant share of video consumption, especially in the discovery phase, happens with sound off or at low volume.
AI tools can automatically generate captions, but effective video creative goes beyond subtitles. The visual hierarchy must communicate the message clearly without relying on audio.
Review video ads using a visual AI analysis tool or by watching them on mute. 
Within the first three seconds, the viewer should be able to answer three questions:
What is it? Product or brand visibility.
Who is it for? Clear demographic signaling.
What do I do? A visible call to action.
If the AI cannot clearly detect the brand logo or product within the first 25% of video frames, brand lift performance will suffer. 
Pre-testing creative with AI-based object recognition tools helps ensure brand assets are prominent enough for proper classification and delivery.
PPC is becoming more architectural 
The role of the PPC manager has changed. 
Marketers are no longer pilots making constant bid adjustments. They are architects designing the environment in which AI systems operate.
In 2026, the advantage will belong to teams that prioritize creative inputs and data quality. 
Building modular assets and closely managing the signals an algorithm learns from will make AI video advertising one of the most scalable levers in the marketing stack.
Treating AI-driven video like a traditional display campaign simply trains the system to spend budget with limited measurable return.
Start by auditing your signals to understand what campaigns are actually optimized for. 
Determine whether you are driving toward deep-funnel actions, such as purchases or qualified leads, or simply optimizing for vanity metrics.
Next, modularize creative by identifying a top-performing static image and using an AI video generator to turn it into a six-second bumper that can be tested and scaled across video placements.
Regardless of how AI evolves, video remains a format people value. 
Structuring programs thoughtfully and maximizing the tools available will be critical to winning with video advertising.

Nearly 90% of advertisers use AI for video ads. Performance now comes down to creative inputs, data signals, and measurement.

AI for video advertising: 5 best practices for PPC campaigns

<div><img width="1920" height="1080" src="https://searchengineland.com/wp-content/seloads/2025/06/Google-Ads-logo-on-smartphone-screen.png" class="attachment-large size-large wp-post-image" alt="Google Ads logo on smartphone screen" style="margin-bottom: 15px;" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2025/06/Google-Ads-logo-on-smartphone-screen.png 1920w, https://searchengineland.com/wp-content/seloads/2025/06/Google-Ads-logo-on-smartphone-screen-768x432.png 768w, https://searchengineland.com/wp-content/seloads/2025/06/Google-Ads-logo-on-smartphone-screen-1536x864.png 1536w" sizes="(max-width: 1920px) 100vw, 1920px" /></div>Set a total campaign budget over days or weeks, letting Google optimize spend automatically and keep your campaigns on track without constant tweaks.

<div><img width="1920" height="1080" src="https://searchengineland.com/wp-content/seloads/2025/06/Google-Ads-logo-on-smartphone-screen.png" class="attachment-large size-large wp-post-image" alt="Google Ads logo on smartphone screen" style="margin-bottom: 15px;" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2025/06/Google-Ads-logo-on-smartphone-screen.png 1920w, https://searchengineland.com/wp-content/seloads/2025/06/Google-Ads-logo-on-smartphone-screen-768x432.png 768w, https://searchengineland.com/wp-content/seloads/2025/06/Google-Ads-logo-on-smartphone-screen-1536x864.png 1536w" sizes="(max-width: 1920px) 100vw, 1920px" /></div>
<p>Marketers can now set a total budget for a campaign over a defined period. Google automatically optimizes spend to fully use the budget by the campaign’s end date. The feature, earlier <a href="https://searchengineland.com/google-rolls-out-total-campaign-budgets-for-pmax-beyond-the-u-s-464682">only available for Performance Max</a>, is now available Search and Shopping campaigns, reducing the need for daily adjustments.</p>



<p><strong>Why we care.</strong> Managing budgets for short-term campaigns — like product launches, sales events, or promotions — hasn’t been easy. Marketers often tweak daily budgets manually to avoid overspending or underutilizing spend. Google’s new campaign total budgets, now in open beta, aim to solve that.</p>



<p><strong>Big picture</strong>. The update lets campaigns run confidently without overspending, whether it’s a 72-hour test or a month-long push. It also frees marketers to focus more on strategy instead of constant budget tweaks.</p>



<p><strong>Real-world impact</strong>. UK beauty retailer Escentual.com used the feature during promotions and saw a 16% increase in website traffic without exceeding budget or harming ROAS. Tom Jenkins, Insights Manager: <em>“The campaign total budget feature helped us hit our traffic goals while staying on budget.”</em></p>



<p><strong>What’s next</strong>. <a href="https://blog.google/products/ads-commerce/campaign-total-budgets/">The feature</a> simplifies campaign management and gives marketers more time to focus on results.</p>



<p></p>


Marketers can now set a total budget for a campaign over a defined period. Google automatically optimizes spend to fully use the budget by the campaign’s end date. The feature, earlier only available for Performance Max, is now available Search and Shopping campaigns, reducing the need for daily adjustments.
Why we care. Managing budgets for short-term campaigns — like product launches, sales events, or promotions — hasn’t been easy. Marketers often tweak daily budgets manually to avoid overspending or underutilizing spend. Google’s new campaign total budgets, now in open beta, aim to solve that.
Big picture. The update lets campaigns run confidently without overspending, whether it’s a 72-hour test or a month-long push. It also frees marketers to focus more on strategy instead of constant budget tweaks.
Real-world impact. UK beauty retailer Escentual.com used the feature during promotions and saw a 16% increase in website traffic without exceeding budget or harming ROAS. Tom Jenkins, Insights Manager: “The campaign total budget feature helped us hit our traffic goals while staying on budget.”
What’s next. The feature simplifies campaign management and gives marketers more time to focus on results.

Set a total campaign budget over days or weeks, letting Google optimize spend automatically and keep your campaigns on track without constant tweaks.

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Read the Latest Trends and Headlines in Digital Marketing.

Here are some of the latest headlines on digital marketing insights, search, and ecommerce:

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Reach out with any questions you might have regarding how RSO can help you with digital marketing.

All About
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