GOOGLE PPC AGENCY DIVES INTO AI
Birmingham PPC company, Siren, prides itself on being on the cutting edge of digital marketing. Every year brings new innovations, new challenges and new opportunities for incorporating technology into our digital marketing strategies.
We sat down with Marketing Executive Jess to discuss incorporating AI into PPC advertising.
1. How is AI automation helping us improve campaign efficiency — for example, in bid management, ad copy testing, or audience targeting?
“One of the strongest automations for Google Ads campaigns is the automated bidding strategies. With these, you can tell the algorithm what you wish to target with your budget (e.g., clicks, conversions, cost per lead/sale).
This is one of the first things I look at when optimising an account or even building a new one based on the customer’s goals.”
2. What risks or limitations have we encountered with AI-driven PPC?
“One new AI option which has recently been added to Google Ads is the ability to input the URL of the website we’re driving traffic to, and the AI will pull images from the site to show in your ad/assets.
The problem we’ve encountered is that the AI optimiser can often suggest irrelevant images from other pages of the website, causing a disconnect between your ad copy and the associated creative asset. This can then be confusing for users and can hinder rather than help campaign performance.”
3. Where do you see the biggest opportunities for AI in our PPC strategies moving forward in 2025?
“I think one of the ways AI can be useful for PPC is coming up with keyword research ideas from an alternative angle, giving us new avenues for exploration. This then works as a stepping stone to kickstart keyword planner within the Google Ads engine that can provide search volumes and estimated costs per click for these keyword ideas.”
4. How is Siren using AI within PPC, are the Siren team in danger of being replaced by robots?!
“AI may be smart, but it definitely still lacks the intuition and experience which the team has, so use is not broad, though it can be useful for some extremely specific tasks.
Recently, an AI Chatbot was added to Google Ads to help users create USPs and CTAs and even make recommendations to strengthen ad copy. I can see this advancement helping improve the testing process in the future to optimise ad score and speed up campaign builds, but it is absolutely not a short cut or substitution for genuine industry expertise.”
PPC is Siren’s specialty. It’s where we started and we continue to deliver outstanding results to our clients across every sector. See what our clients have to say about our services and follow our journey from a one-man-business to an international organisation by reading about Siren Dubai, our first permanent office overseas!
