The business world is rapidly changing in 2025, and this particularly pertains to how businesses market themselves on the internet.
Pay-per-click (PPC) marketing has been a go-to strategy for countless companies that want to be at the top of search engine results pages; however, the ways that people are going about PPC strategies is changing as new challenges arise.
We’ve teamed up with the PPC marketing Springfield OH experts at Big Fish Local to provide this list of the latest PPC trends impacting the digital marketing world, so check out the below sections to see what your business should keep in mind during the second half of 2025 in regard to your PPC strategy!
Increased PPC Automation Usage
PPC marketing is increasingly being influenced by automation efforts, which can include things like campaign structure, keyword targeting, bid strategies, and so much more.
AI is supporting businesses as a useful marketing tool, and this is especially the case with relatively smaller tasks like PPC strategies. So, there’s no need to risk missing out on some of these tech-savvy advancements—because there are plenty of changes that you can implement into your PPC campaign that you might not already be considering!
Product Feed Management
AI tools are also playing a substantial role in how businesses control their product feed management, because business leaders can now regain certain areas that they’ve lost control of in recent years.
Some of the ways that product feed management is boosting PPC marketing performance include:
- Ad spend control
- Product data quality improvements
- A/B testing
- Real-time optimizations
- Categorization & mapping
Taking Creative Approaches To PPC Strategies
Creativity is truly priceless in today’s ever-crowded digital landscape, and this also applies to PPC marketing. Although PPC formulas used to be perfectly fine in the past, it’s now never been more important for businesses to be original and innovative with their PPC ads.
And as more companies lean toward AI, this ironically opens the door for businesses to gain a competitive edge through professional-grade content marketing strategies. This could mean experimenting with unique storytelling, ad formats, and even unconventional keyword targeting.
You’ll truly need to focus on your target audience deeper than ever before to see tangible results with PPC marketing, and this means thinking outside of the AI box that a lot of businesses are currently trapped in!
Video Content Growth
Video content has always been popular, but it’s becoming even more popular when it comes to PPC marketing in 2025. Reels are now even in social media sites like LinkedIn, so there’s truly no going back in terms of how much video will dominate the PPC landscape throughout the second half of the year.
Video content creation has also become easier than ever before, and DIY videos are often highly regarded as a sign of a company’s authenticity. However, businesses will still need to take their video editing and color correction seriously in order to make their videos more appealing and engaging.
Smart PPC Bidding
Smart PPC bidding strategies have become essential for marketing strategies in 2025, and this has a lot to do with leveraging PPC automation efforts. Even though smart bidding strategies have been around for many years, it’s known that a lot of businesses still resist these strategies for one reason or another.
The tough truth for many businesses is that Google is more than likely going to retire manual bidding in the near future, which will essentially make smart bidding a mandatory practice. That’s why you shouldn’t wait around for manual bidding to become obsolete, and you should instead adopt smart PPC bidding now in order to future-proof your long-term strategy.
Cutting-Edge Optimization Techniques
Google Ads has made definitive movements toward PPC campaign automation and structure, which subsequently means that businesses need to better understand these types of cutting-edge optimization techniques.
Advertisers now must go a step further with various features like demographic targeting, complex scripts, and even location overlays in order to ensure that PPC campaigns remain focused and streamlined. This essentially makes it easier for Google’s algorithm to understand your PPC strategies and make your efforts even more focused.
Social Campaign Diversification
It’s also becoming increasingly more important for businesses to diversify their PPC efforts by simultaneously advertising on social media platforms. Social ads are a great way to complement any Google Ads campaigns, because this opens the door to potentially new audiences.
Meta Ads has become increasingly more sophisticated throughout recent years, and businesses are now reaping the benefits of cutting-edge data feeds that help ensure conversion rates and full campaign transparency.
Voice Search PPC Optimization
Voice search is undoubtedly revolutionizing the ways in which people use search engines, and this means that businesses need to optimize their PPC campaigns around the ever-changing landscape of voice search.
One thing to keep in mind with this trend is that voice search queries tend to be conversational and longer in length, which means that your PPC keyword targeting will need to be adjusted accordingly. This PPC trend goes hand-in-hand with shifting keyword strategies in favor of question-based content and natural language usage.
And businesses that prioritize PPC voice search will likely see big rewards, because these users are often looking for quick answers at the very top of search results!
Reach Out To Big Fish Local To Learn More PPC Marketing Trends!
There’s a lot that businesses need to keep in mind regarding PPC marketing, and the above list of the latest 2025 trends is just a tiny glimpse into everything that’s changing this year.
And because PPC and digital marketing in general can be so time-consuming and confusing, it’s generally better for businesses to outsource these invaluable services to experienced industry specialists.
One of the top providers of PPC marketing services in the Springfield OH area is Big Fish Local, and you can speak with their renowned experts today when you check out their website by clicking on the link at the top of this page!
