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The paid media lab
Lunio
22 episodes
6 days ago
The paid media lab is a podcast for performance marketers who want fresh, innovative, and actionable strategies to maximize return on ad spend. In each episode, we speak to a leading paid media expert about the one strategy, approach, or tactic that has consistently delivered impressive performance improvements across their campaigns in recent months. Presented by James Deeney and brought to you by Lunio, the ultimate anti-IVT tool. Get more free PPC tools, webinars, and resources at: https://www.lunio.ai/resource-library
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All content for The paid media lab is the property of Lunio and is served directly from their servers with no modification, redirects, or rehosting. The podcast is not affiliated with or endorsed by Podjoint in any way.
The paid media lab is a podcast for performance marketers who want fresh, innovative, and actionable strategies to maximize return on ad spend. In each episode, we speak to a leading paid media expert about the one strategy, approach, or tactic that has consistently delivered impressive performance improvements across their campaigns in recent months. Presented by James Deeney and brought to you by Lunio, the ultimate anti-IVT tool. Get more free PPC tools, webinars, and resources at: https://www.lunio.ai/resource-library
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Marketing
Business
Episodes (20/22)
The paid media lab
How to predict Google Ads Results in 2025 with $0 ad spend (w/ Ed Leake) | S2 EP10

Get Ed's forecasting spreadsheet here: https://edleake.com/google-ads-forecasting-tool/And watch his video going into the spreadsheet in more detail: https://www.youtube.com/watch?v=Ta5fIi0qbHw


In the final episode of Season 2 of the Paid Media Lab podcast, we speak to Ed Leake - founder of God Tier Ads, seasoned agency owner, and PPC expert with over half a billion in managed ad spend - to uncover the biggest mistakes marketers make when forecasting Google Ads performance, and how to do it right.


With nearly two decades of experience in paid media, ad tech, and conversion strategy, Ed shares his hard-earned insights on why most forecasts fail, how to build projections that align with real business outcomes, and what every advertiser should know about scaling spend without killing ROAS.


Whether you’re pitching new clients, planning Q4 budgets, or trying to get a grip on Google’s automation and Performance Max chaos, this episode is packed with straight-talking advice that cuts through the noise.


🎯 Key topics:

• Why Google’s built-in forecasting tools often miss the mark

• How to forecast with business outcomes — not just ad metrics

• Accounting for seasonality & demand curves the smart way

• The hidden impact of impression share on CPC and performance

• Why Standard Shopping still matters (yes, really)

• Forecasting in an AI-driven, keywordless PPC future


Timestamps:

0:00 - Intro

02:12 - Ed’s approach to copywriting

04:02 - The problems with Google’s forecasting tools

08:39 - Accounting for seasonality in forecasting

14:32 - Why impression share is important

17:55 - Accounting for Remarketing

21:00 - Should you exclude brand from PMax?

22:45 - PMax or Standard Shopping?

24:41 - Will AI invalidate forecasting?

27:34 - Putting the work in

29:32 - Final thoughts


Prefer watching over listening? Subscribe to Lunio's YouTube channel to get full-length video episodes:

https://www.youtube.com/@lunio.ai


Get more free PPC tools, webinars, and resources at:

https://www.lunio.ai/resource-library

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3 weeks ago
31 minutes 27 seconds

The paid media lab
B2B PPC Strategy: Avoid these common mistakes (w/ Sofia Akritidou) | S2 EP9

In this episode of the Paid Media Lab podcast, we speak to Sofia Akritidou - founder of ThinkWise Digital and seasoned B2B PPC strategist - to explore what’s really broken in B2B lead generation and how to fix it using smarter paid media strategies.

With over seven years of hands-on experience across Google Ads, LinkedIn, and paid social, Sofia shares actionable insights on improving lead quality, avoiding junk conversions, aligning keyword intent, and building campaigns that drive actual revenue, and not just vanity metrics.

Whether you’re running PPC campaigns for a SaaS startup, scaling paid media for a fintech platform, or trying to align marketing and sales on what a “qualified lead” really looks like, this episode is packed with tips to help you turn ad spend into closed-won deals.

Timestamps:

0:00 - Intro

2:07 - How Sofia became a B2B specialist

3:16 - What makes B2B Lead Gen different to B2C?

6:15 - Generating qualified leads from PPC

9:19 - Examples of key lead gen mistakes

10:43 - How to filter out unqualified leads

12:40 - Predicting when campaigns will bring poor leads

15:03 - Keyword intent classification tips

17:24 - Gated vs. Ungated content in B2B

20:00 - Moving prospects through the funnel

21:36 - Optimizing campaigns for qualified leads

24:01 - Which KPIs should you pay attention to?

25:17 - Lead Scoring advice

28:08 - LinkedIn Lead Gen campaign tips

32:05 - Final thoughts / outro


Prefer watching over listening? Subscribe to Lunio's YouTube channel to get full-length video episodes:

https://www.youtube.com/@lunio.ai


Get more free PPC tools, webinars, and resources at:

https://www.lunio.ai/resource-library

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4 weeks ago
32 minutes 52 seconds

The paid media lab
The ultimate PMax negative keyword strategy to cut waste (w/ Guillaume Devinat) | S2 EP8

Performance Max campaigns are everywhere - but most advertisers are still flying blind when it comes to controlling spend and cutting waste.

To help marketers take back control, we spoke to Guillaume Devinat, CEO of PPC optimization platform Optmyzr, and uncovered the ultimate PMax negative keyword strategy.

In the session, Guillaume reveals the findings of a huge study into how advertisers use (or don’t use) negative keywords in PMax - and shares a practical, step-by-step framework to cut waste, reduce junk traffic, and improve efficiency.

Expect to learn:

• Why 68% of PMax campaigns are running with zero negative keywords

• The most common search terms and placements that waste budget

• How to proactively identify and exclude bad traffic with n-gram analysis

• Early indicators of low-quality traffic (before conversions suffer)

• How to use ChatGPT to uncover wasteful keyword themes at scale

• Key settings in PMax that quietly drain spend if left unchecked

• How to estimate the ROI impact of negative keyword and placement exclusions

• Tips on geo targeting, content suitability, and URL expansion

• The case for lead gen advertisers to rethink their use of PMax


Timestamps: 

0:00 - Intro

1:36 - Guillaume’s key focuses at Opteo

2:07 - How marketers are using negative keywords

4:02 - Why are negative keywords so underutilized?

7:16 - Which search terms waste the most ad spend?

10:18 - Finding the best negative keywords

14:55 - Competitor keywords as negative keywords

16:06 - Biggest sources of waste in PMax campaigns

21:48 - Managing ad placements

23:58 - Key metrics to track after making changes

28:14 - Final thoughts / outro


Prefer watching over listening? Subscribe to Lunio's YouTube channel to get full-length video episodes:

https://www.youtube.com/@lunio.ai

Get more free PPC tools, webinars, and resources at:

https://www.lunio.ai/resource-library

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1 month ago
31 minutes 21 seconds

The paid media lab
AI Max in Google Ads: Key things you need to know (w/ Jyll Saskin Gales) | S2 EP7

AI Max is here - but getting the right information about it, and what it means for your campaigns, can be hard to find. 

To help marketers get a clear view on how to prepare for AI Max, we spoke to Google Ads Expert Jyll Saskin Gales. 

Jyll is a former Google employee, top PPC consultant, and author of Inside Google Ads - a fitting book title, given that very few people know what goes on inside Google's Ads than her. 

In this extended episode of the Paid  Media Lab, we spoke to Jyll about all-things AI Max, as well as how Broad Match ties in (and how to use Broad Match effectively). Expect to learn:

• What AI Max is and how it evolved from Search Max

• Key AI Max features: text customization, keyword list targeting, final URL expansion

• New transparency and control options in AI Max

• Shift from keyword matching to intent prediction in Google Ads

• Opportunities and risks of keywordless PPC

• Best practices for using broad match effectively

• Jyll’s three C’s: conversion tracking, customer lists, creative

• The truth about audience signals in AI/Performance Max

• How to test AI Max responsibly


Don't have time to listen to the whole thing? Find our written recap of the session here: www.lunio.ai/blog/google-ads-ai-max-explained


Timestamps:

0:00 - Intro

2:36 - ‘Inside Google Ads’ book discussion

4:08 - Why ‘the house always wins’ in Google Ads

6:45 - AI Max vs. Search Max

8:45 - What is AI Max?

9:57 - How transparent is AI Max?

11:34 - Is AI Max just broad match + DSA?

12:59 - Is this the ‘keywordless future’?

15:29 - Final URL Expansion + audience signals

22:20 - Should you test AI Max?

25:07 - Using Broad Match effectively

29:00 - Where Jyll uses Broad Match


Prefer watching over listening? Subscribe to Lunio's YouTube channel to get full-length video episodes:

https://www.youtube.com/@lunio.ai


Get more free PPC tools, webinars, and resources at:

https://www.lunio.ai/resource-library

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1 month ago
40 minutes 20 seconds

The paid media lab
The Google Ads optimization checklist to maximize ROAS (w/ Aaron Young) | S2 EP6

Download Aaron Young's Google Ads Optimization Checklist (for free) here: https://www.definedigitalacademy.com/optimise

Looking for a repeatable, structured way to optimize your Google Ads campaigns without burning out or flying blind?

In this episode of the Paid Media Lab, we’re joined by PPC expert Aaron Young - founder of Define Digital Academy, and one of the most trusted and popular voices on YouTube when it comes to paid search.

Aaron walks us through his updated 2025 Google Ads Optimization Checklist - a practical, spreadsheet-based framework that breaks campaign management into clear, actionable steps using his unique S.T.A.B. method:

 • Spending & segmentation

 • Targeting

 • Ads & landing pages

 • Bidding

Whether you’re managing Search, Shopping, PMax, Display, Demand Gen or YouTube campaigns, this checklist will help you eliminate guesswork, reduce wasted spend, and scale performance with confidence.


Timestamps:

0:00 - Intro + checklist overview

1:53 - Aaron’s main PPC focuses

3:31 - ‘Golden rule’ for Demand Gen + PMax

6:36 - ‘Optimized targeting’ in Demand Gen

8:26 - How to use the optimization checklist

11:11 - Understanding the S.T.A.B method

14:47 - How to prioritize ad optimization actions

16:12 - How to operationalize & action ad optimizations

18:57 - Actions you shouldn’t overlook

20:01 - Additional tips to enhance ad optimization 

22:41 - How to identify & action additional optimizations

27:53 - Final thoughts / outro


Prefer watching over listening? Subscribe to Lunio's YouTube channel to get full-length video episodes:

https://www.youtube.com/@lunio.ai


Get more free PPC tools, webinars, and resources at:

https://www.lunio.ai/resource-library

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1 month ago
28 minutes 55 seconds

The paid media lab
How to lower Google Ads CPCs with better account structure (w/ Inny Vaiciute) | S2 EP5

In this episode of the Paid Media Lab podcast, we’re joined by Inny Vaiciute to break down how to outsmart rising CPCs with smarter PPC account structure - covering strategy, segmentation, and common mistakes that drain budget.

As Senior PPC Manager at Circus PPC, Inny manages high-performing campaigns across ecommerce and lead gen - blending creative problem-solving with data-driven decision making to consistently drive results.

In this episode, we explore everything from campaign type selection and geographic setup to the death of SKAGs, when to segment ad groups, and how to feed the algorithm the cleanest possible data.

If your CPCs are spiraling and you need to make every click count, this is your playbook.


Timestamps:

0:00 - Intro

1:59 - Inny’s key focuses in PPC right now 

3:32 - Why does account structure matter with high CPCs?

5:04 - Common account structure issues that inflate costs

7:27 - How to decide when to segment campaigns

9:27 - Blending campaign types to keep costs down

12:36 - Pros/cons of Demand Gen campaigns

14:45 - Single keyword ad groups vs Themed ad groups

17:19 - Structuring campaigns around funnel stages

20:22 - How geographic campaign structuring affects CPCs

22:54 - Predicting campaign changes / Google performance planner

26:14 - Final thoughts


Prefer watching over listening? Subscribe to Lunio's YouTube channel to get full-length video episodes:

https://www.youtube.com/@lunio.ai


Get more free PPC tools, webinars, and resources at:

https://www.lunio.ai/resource-library

Show more...
1 month ago
28 minutes 17 seconds

The paid media lab
Local Campaigns in Google Ads: How to Boost Offline Sales (w/ Teodor Yordanov) | S2 EP4

In this episode of the Paid Media Lab podcast, we’re speaking to Teodor Yordanov about how to master local campaigns in Google Ads - covering best practices, real-world strategies, and the common pitfalls to avoid.

Very few marketers understand how to bridge the gap between digital campaigns and physical store visits like Teodor Yordanov, Senior Paid Media Director at Book Up Media and Marketize Me. 

With over £100M in managed ad spend and deep experience across retail, ecommerce, and travel, Teo shares the exact tactics he uses to drive high-intent foot traffic at scale.

In this episode, we explore everything from store visit attribution and local inventory ads, to Teo’s postcode-based location targeting method - and the exact campaign structure that delivered a 210% MoM increase in store visits.


Timestamps:

0:00 - Intro

3:07 - Teo’s Google Ads generic search term script

5:00 - What are local store visits in Google Ads

6:50 - Why use Google Ads to drive in-store traffic?

8:32 - What are Local Inventory Ads & why are they effective

12:05 - Inefficiencies with location targeting for LIAs

13:48 - Teo’s advanced postcode targeting tool

16:50 - How to optimize local store visit campaigns

20:01 - Case study: 210% MoM increase in store visits

22:35 - Final thoughts


Prefer watching over listening? Subscribe to Lunio's YouTube channel to get full-length video episodes:

https://www.youtube.com/@lunio.ai

Get more free PPC tools, webinars, and resources at:

https://www.lunio.ai/resource-library

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2 months ago
24 minutes 39 seconds

The paid media lab
Optimizing Performance Max for eCommerce: High-impact tips (w/ Kirk Williams) | S2 EP3

In this episode of the Paid Media Lab, we’re joined by Kirk Williams - founder of ZATO Marketing, TEDx speaker, and 2025’s 3rd most influential PPC expert - to break down exactly how to optimise PMax for eCommerce success.


Whether you’re managing a single-product Shopify store or a large multi-brand catalogue, Kirk’s advice will help you turn underperforming PMax campaigns into high-performing ROI machines.


Timestamps:

0:00 - Intro

3:55 - How PMax differs from other campaign types

6:29 - PMax campaign structures for shopify stores

13:57 - Feed optimization best practices

19:33 - How to get more insights from PMax

22:01 - Driving the most revenue from PMax

26:54 - Final thoughts


Prefer watching over listening? Subscribe to Lunio's YouTube channel to get full-length video episodes:

https://www.youtube.com/@lunio.ai


Get more free PPC tools, webinars, and resources at:

https://www.lunio.ai/resource-library

Show more...
2 months ago
28 minutes 36 seconds

The paid media lab
Responsive Search Ads: Best practices to boost ROAS (w/ Amy Hebdon) | S2 EP2

In this episode of the Paid Media Lab podcast, we're speaking to Amy Hebdon about the potential of Responsive Search Ads (RSAs) - covering best practices, key strategies, and the all-too-common RSA mistakes to avoid.

Very few marketers know the ins-and-outs of RSAs as well as Amy Hebdon, founder of Paid Search Magic and creator of the famed ‘Magnetic RSAs’ course, where she breaks down every aspect of what successful RSAs look like. 

In this episode, we cover everything you need to know about Responsive Search Ads, and get Amy’s insights on what the future holds for them.


Timestamps:

0:00 - Intro

3:01 - What are Responsive Search Ads?5:11 - The key elements for RSA setup

6:56 - Target audience vs. Anti audience

8:54 - How important is the ‘Ad Strength’ metric?

12:04 - Common mistakes & pitfalls to avoid

14:01 - Should you use ChatGPT for RSA ad copy?

15:55 - When you should pin vs. shouldn’t pin 

17:34 - Key factors to keep in mind with RSA campaigns

19:08 - Creating & targeting more niche audiences

21:21 - Troubleshooting underperforming RSAs

23:10 - What will the future hold for RSAs?

25:45 - How AI overviews impact PPC

27:34 - Running ads in LLMs?


Prefer watching over listening? Subscribe to Lunio's YouTube channel to get full-length video episodes:

https://www.youtube.com/@lunio.ai

Get more free PPC tools, webinars, and resources at:

https://www.lunio.ai/resource-library

Show more...
2 months ago
31 minutes 3 seconds

The paid media lab
How to use ChatGPT to its full PPC potential (w/ Frederick Vallaeys) | S2 EP1

The Paid Media Lab is back for Season 2 - and we're kicking things off by speaking to none other than Frederick Vallaeys about his methods for streamlining PPC management with ChatGPT and other LLMs. 

Recently voted the #1 most influential PPC expert of 2025, Fred brings a wealth of knowledge from decades in the industry - previously as a Product Specialist & Ads Evangelist at Google, or currently as CEO of Optmyzr.

In this episode, Fred reveals how he’s harnessing the power of ChatGPT and other large language models to streamline campaign management and save thousands of hours on PPC tasks.

Whether you’re managing ads at scale or just starting to explore AI in paid media, Fred’s practical, cutting-edge insights will give you a serious edge (and save you countless hours!)


Timestamps:

0:00 - Intro: PPCSurvey results, PerformanceMCR event

5:10 - Which tasks should you automate with ChatGPT?

7:54 - How to write better prompts for GenAI

12:24 - Using GenAI for ad copy, keywords, socials

18:51 - Feeding ChatGPT the right data

23:40 - What tasks should you NOT use ChatGPT for?

28:07 - Final thoughts


Prefer watching over listening? Subscribe to Lunio's YouTube channel to get full-length video episodes:

https://www.youtube.com/@lunio.ai


Get more free PPC tools, webinars, and resources at:

https://www.lunio.ai/resource-library


Read Fred's full SEL article on connecting ads data to GenAI for smarter PPC here: https://searchengineland.com/4-ways-to-connect-your-ads-data-to-generative-ai-for-smarter-ppc-454330


Watch Navah Hopkins' episode on using Dynamic Search Ads for competitor research: https://www.youtube.com/watch?v=lsduYRdokhI

Show more...
2 months ago
30 minutes 19 seconds

The paid media lab
Welcome to Season 2 of the Paid Media Lab!

Season 2 of the Paid Media Lab podcast kicks off on the 21st May!

Join us as we sit down with the best in the PPC business - including top performance marketers, media buyers, and growth strategists - to uncover what’s actually working in paid media right now. 

No fluff - just real insights, proven tactics, and unfiltered conversations in a digestible format to improve your PPC game (and potentially save you thousands!)

🎧 New episodes dropping weekly - follow us on your preferred podcast platform to stay ahead of the curve.


Prefer watching over listening? Subscribe to Lunio's YouTube channel to get full-length video episodes:

https://www.youtube.com/@lunio.ai


Get more free PPC tools, webinars, and resources at:

https://www.lunio.ai/resource-library

Show more...
3 months ago
1 minute 5 seconds

The paid media lab
PPC ad copy localization: To-do steps, tips, & examples (w/ Tomasz Abbott-Wieczorek) | S1 EP10

In this episode of the Paid Media Lab podcast, we're speaking to Tomasz Abbott-Wieczorek about the often under-appreciated topic of ad copy localization for international PPC campaigns. 

You likely already know Tomasz as the founder of the PPC Profit Club, a sizable community of marketers sharing tips, strategies, and best practices for PPC success. 

Individually, Tomasz has audited over $1 billion in Google Ads spend, and has been ranked amongst the top 100 most influential PPC voices worldwide.

In this episode, Tomasz discussed key strategies to maximize the ROI on international PPC campaigns - something Tomasz has extensive experience in - by aligning with cultural nuances, linguistic expectations, local buying behaviors, and more.

In just over 25 minutes, we discussed everything marketers need to know about adapting their ad copy for international campaigns:


Timestamps:

00:00 - Intro

02:35 - PPC Profit Club

04:03 - Why ad copy localization matters

05:38 - Likely performance improvements from localization

07:02 - Industries where localization really matters

09:25 - Tips for identifying the best local copy 

12:09 - Case study: The best brands to learn from

13:52 - Testing/optimizing localization copy

17:22 - How use AI in localization

20:43 - Balancing unique localization & brand messaging

23:07 - Key ad copy localization tips

23:54 - Final thoughts / outro


Prefer watching over listening? Subscribe to Lunio's YouTube channel to get full-length video episodes:

https://www.youtube.com/@lunio.ai

Get more free PPC tools, webinars, and resources at:

https://www.lunio.ai/resource-library

Show more...
5 months ago
25 minutes 30 seconds

The paid media lab
Demand-led bidding: Optimizing tROAS or tCPA for better results (w/ Lucy Smith) | S1 EP9

In this episode of the Paid Media Lab podcast, we sat down with PPC expert Lucy Smith to discuss demand-led bidding, and how it can help marketers make the most of their ad budgets.


With over eight years of experience managing campaigns across paid search, paid social, and programmatic channels, Lucy has worked with clients across various industries to refine bidding strategies that adapt to real-time demand.


During our conversation, we broke down:

• What demand-led bidding is and why it’s more important than ever.

• How to move beyond fixed budgets and let demand dictate your ad spend.

• The impact of Google’s latest PMax updates and how to use them effectively.

• Common pitfalls to avoid when transitioning to demand-led bidding.

• Technical considerations and tools that can help optimize performance.


If you’re looking for ways to drive more efficiency, maximize tROAS / tCPA, and stay ahead of competitors--this episode is a must-listen.


Timestamps: 

00:00 - Intro

01:06 - Insight into new PMax controls

03:31 - Overview of demand-led bidding (+why it’s so important)

05:52 - Who benefits the most from demand-led bidding

07:27 - Considerations when approaching a demand-led strategy

09:25 - Real-world examples to consider

10:50 - Lucy’s first-hand experience & pitfalls to consider

15:05 - How long to wait before deciding to make changes

16:10 - Expectation setting & communication 

18:12 - Technical considerations to be aware of 

20:52 - Recommended tools / scripts

23:16 - PMaximiser rundown

24:28 - Key advice for implementing demand-led bidding

26:56 - Final thoughts / outro


Prefer watching over listening? Subscribe to Lunio's YouTube channel to get full-length video episodes:

https://www.youtube.com/@lunio.ai


Get more free PPC tools, webinars, and resources at:

https://www.lunio.ai/resource-library

Show more...
5 months ago
28 minutes 34 seconds

The paid media lab
The essential elements of high-converting landing pages (w/ Chris Nightingale) | S1 EP8

In this episode of the Paid Media Lab podcast, we sat down with PPC expert Chris Nightingale to discuss all things landing pages in 2025 and beyond. 


Chris is the owner of Can-Do Marketing, having previously worked as the Marketing Lead at AO and the Head of Digital Marketing at Alleyoop to name but a few. 


With over 10 years experience in both the B2B and B2C marketing spaces, Chris has an extensive background in all aspects of marketing. He has a particular interest in the power of landing pages, and their potential to turn visitors into long-time customers. 


During our chat, we recapped landing page fundamentals that every marketer needs to consider, before diving into more advanced strategies and considerations to see success in 2025 and beyond. 


Timestamps:

00:00 - Intro

02:25 - Landing page fundamentals 

03:38 - Key landing page mistakes to avoid

06:50 - What % of budget go towards landing pages?

09:01 - Step-by-step: Create landing pages

11:32 - Relating search ad copy to landing page copy

14:38 - PMax landing pages & final URL expansion

17:08 - Should you send paid traffic to blogs?

18:30 - Real-world customer journey examples

20:47 - Building social proof

22:38 - Personalization & dynamic landing page advice 

25:55 - Final thoughts


Prefer watching over listening? Subscribe to Lunio's YouTube channel to get full-length video episodes:

https://www.youtube.com/@lunio.ai


Get more free PPC tools, webinars, and resources at:

https://www.lunio.ai/resource-library

Show more...
5 months ago
27 minutes 15 seconds

The paid media lab
How to use Dynamic Search Ad campaigns for competitive research (w/ Navah Hopkins) | S1 EP7

In this episode of the Paid Media Lab podcast, we're speaking to Navah Hopkins about the potential of Dynamic Search Ads, and uncovering their secret power--competitor research.


Navah is a titan of the PPC industry. You've likely already heard her speaking at key industry events, seen her valuable and insightful takes on LinkedIn, or read her in-depth PPC articles on Search Engine Land. 


Navah is also a Brand Evangelist at Optmyzr, where she provides regular PPC industry insights to help performance marketers gain a deeper understanding of the ad platforms they use.


In this episode, Dynamic Search Ads were the key point of discussion. Particularly, Navah spoke about their often unrecognised potential as a competitor research tool. 


In just under 30 minutes, we discussed everything marketers need to know about DSAs, and their potential as a compelling competitor research tool: 


Timestamps:

00:00 - Intro

03:45 - Dynamic search ads overview

05:16 - Dynamic target section features

06:56 - Search volume validity in DSA

09:37 - Dynamic search ads setup guide

13:21 - Generating optimal headlines in DSA

15:03 - How Google makes category decisions

17:38 - Navah’s first-hand examples

19:43 - Using DSA to get competitor data

21:00 - DSA challenges/pitfalls to look out for

22:02 - Microsoft DSA vs Google DSA

22:58 - The future of Dynamic search ads

24:45 - Final thoughts / wrapping up


Prefer watching over listening? Subscribe to Lunio's YouTube channel to get full-length video episodes:

https://www.youtube.com/@lunio.ai


Get more free PPC tools, webinars, and resources at:

https://www.lunio.ai/resource-library

Show more...
5 months ago
26 minutes 51 seconds

The paid media lab
How to optimize value-based bidding for lead gen in 2025 (w/ Scott Carruthers) | S1, EP6

In this episode of the Paid Media Lab podcast, PPC expert Scott Carruthers about value-based bidding and the key optimization points for PPC campaigns.Scott is a widely respected voice in the paid media industry, sharing valuable tips, scripts, and insights for his thousands of LinkedIn followers.Scott is also Head of PPC at Journey Further, spending well over a decade crafting and executing award-winning search marketing campaigns for leading brands around the world. With overall conversion value proving increasingly important for performance marketers due to tightening budgets and greater expectations, we spoke to Scott about his take on a more value-driven approach to campaigns. He ran us through his methodology on lead volume vs. lead quality, his step-by-step guide on switching to a more value-based approach, what to consider when choosing optimization points to aim for, and a whole lot more--including: Timestamps:00:00 - Intro

02:00 - Google's Power Pair: Implications going forward

05:04 - Optimization points in PPC: Why they’re important

09:01 - Factors to consider when choosing optimization points

12:25 - Adopting a value-based approach

16:51 - Case study: Using availability and competitor data

20:00 - Defining conversion points, leveraging AI, and refining PPC

21:38 - New user signals incorporated into broad match

23:08 - Final thoughts / outro


Prefer watching over listening? Subscribe to Lunio's YouTube channel to get full-length video episodes:

https://www.youtube.com/@lunio.ai


Get more free PPC tools, webinars, and resources at:

https://www.lunio.ai/resource-library

Show more...
6 months ago
25 minutes 20 seconds

The paid media lab
How to optimize product feed management at scale on Google & Meta (w/ Nick Handley) | S1, EP5

This episode of the Paid Media Lab podcast featured PPC Expert Nick Handley discussing product feed optimization at scale, how to accurately measure the impact of marketing, and much more.

Nick is the head of Paid Media Performance at performance marketing agency Impression, and has years of experience under his belt working alongside leading brands.

We spoke to Nick about the importance of product feed optimization, and what to do when you initially adopt a product feed that's in a 'less than ideal' condition. We also discussed Nick's core personalization strategies, vehicle ads on Google, cross-platform integration, and a whole host of important topics that performance marketers need to stay on top of--including: Timestamps: 00:00 - Intro 02:33 - An overview of Nick’s approach to a case study involving an automotive client 05:08 - First steps when dealing with a large / unorganized product feed 08:12 - What vehicle ads are, and how they differ from general shopping ads 10:10 - Creating personalised feeds for Meta 15:24 - Getting quality first-party information in the automotive industry 17:12 - Why measuring the holistic impact of marketing is so difficult in 2025 and beyond 20:07 - Using incrementality & uplift tests to measure impact 22:24 - Nick’s key advice for performance marketers & the importance of feed quality 25:16 - Final thoughts / outro


Prefer watching over listening? Subscribe to Lunio's YouTube channel to get full-length video episodes:

https://www.youtube.com/@lunio_ai


Get more free PPC tools, webinars, and resources at:

https://www.lunio.ai/resource-library

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6 months ago
26 minutes 57 seconds

The paid media lab
Performance Max vs Standard Shopping: How to choose in 2025 (w/ Selina Patel) | S1, EP4

On the Paid Media Lab podcast this week, PPC Consultant Selina Patel gave her expertise on the (surprising) announcement from Google that Performance Max (PMax) campaigns are no longer prioritized over Standard Shopping campaigns. Selina is the founder of Exposure Media, a PPC consultancy based in Manchester. Selina has worked for international brands with multi-million dollar budgets, small local businesses just finding their niche, and just about everything in between--giving her a wealth of experience across all aspects of the paid media industry. Selina has a particular interest in Google Shopping and product feed management, making her a highly knowledgeable guest when it comes to PMax vs. Standard Shopping. When Google announced they were deprioritizing PMax, we knew Selina would be the perfect guide for marketers looking to forge a new strategy. Selina’s years of experience means she has a deep understanding of the nuances of each campaign type, and could provide marketers with actionable insights on how to work with both campaign types going forward. Timestamps:

00:00 - Intro

02:34 - What Google's deprioritization of PMax means for marketers

05:19 - Early Data on Standard Shopping performance

06:47 - How PMax feed-only has weakened significantly due to the change

08:15 - Key advice for marketers: How to manage the change in prioritization + feed-only

09:40 - Shopping Spend Alert Script: Custom script to monitor changes in spend

10:27 - The implications of consolidated campaign structures for PMax

12:37 - PMax strengths: When to use PMax over Standard Shopping

14:35 - The drawbacks of PMax (+standard shopping advantages)

16:45 - Case Study: How Standard Shopping can improve product visibility

21:02- Key recommendations: How to approach PMax and standard shopping

23:51 - Final thoughts


Prefer watching over listening? Subscribe to Lunio's YouTube channel to get full-length video episodes: https://www.youtube.com/@lunio_ai


Get more free PPC tools, webinars, and resources at:

https://www.lunio.ai/resource-library

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6 months ago
23 minutes 59 seconds

The paid media lab
POAS vs ROAS: Why and how to track profit in eCommerce (w/ Adriaan Dekker) | S1, EP3

In this episode of The Paid Media Lab podcast, we're speaking to PPC expert Adriaan Dekker about whether it's worth shifting to POAS instead of ROAS.

Adriaan is a highly respected voice within the PPC community, known for documenting every minor and major update to the Google Ads platform since launching his Google Ads newsletter in November 2022.

With a substantial 100k+ following on LinkedIn, Adriaan is a recognized authority in the field, and a trusted guide for thousands of performance marketers working at the cutting-edge of PPC.

We could think of no better way to delve into advanced paid search metrics than to get Adriaan on, and have a chat with him about something he firmly believes in – the value of the Profit on Ad Spend (POAS) metric vs. the more traditional ROAS metric.

Timestamps:

0:00 - Intro 3:25 - POAS vs ROAS explained 5:02 - POAS for different businesses: which types of businesses can benefit most from POAS 6:28 - B2B Webshop Trends: Adriaan notes the growing trend of B2B companies using webshops. 6:02 - Accurately calculating profit margins 7:20 - Essential prep/considerations before transitioning to POAS 8:38 - POAS and budget allocation: how to shift budget allocation to more profitable products 9:47 - Impact of POAS on automated bidding strategies 11:20 - Google Ads gross profit optimization: Getting POAS from third party tools vs. Google 13:20 - How/when other platforms may follow Google's lead and adopt POAS 14:58 - Using profit metrics for POAS & offline conversion tracking 16:16 - Additional resources Adriaan recommends for getting started with POAS


Prefer watching over listening? Subscribe to Lunio's YouTube channel to get full-length video episodes: @lunio_ai

Get more free PPC tools, webinars, and resources at:

https://www.lunio.ai/resource-library 

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6 months ago
17 minutes 46 seconds

The paid media lab
Competitor bidding: Pros, cons, & common mistakes (w/ Sophie Logan) | S1, EP2

In the second episode of the Paid Media Lab podcast, we're speaking to PPC expert Sophie Logan about her approach to running high-performing competitor campaigns across paid search.

Sophie is the PPC lead at Beauhurst, a leading private company database tool for the UK market.

Specializing in B2B and SaaS brands, Sophie has many years of experience in the performance marketing space under her belt, and regularly shares her insights as a speaker at conferences and industry events. Sophie is also a regular contributor to Search Engine Land, making her a leading voice in the PPC community.

We could think of no one better to discuss competitor bidding than Sophie, so we had to get her on the podcast to outline the key strategies and considerations required to ensure success.

Timestamps:

  • 0:00 - Intro
  • 03:03 - When to bid on competitor brand names, and when to avoid it
  • 05:50 - Why competitor keyword bidding requires a different approach
  • 06:56 - How to decide which competitors to target
  • 08:35 - Step-by-step process for setting up competitor bidding campaigns
  • 09:49 - Being creative with ad copy when you can't use competitor names directly
  • 12:24 - Recommended bidding strategy
  • 13:35 - How to create winning landing pages for competitor campaigns
  • 15:10 - Key metrics when assessing competitor bidding campaign performance
  • 17:00 - Cases where competitor bidding can backfire
  • 17:20 - Sophie’s response when she found out a competitor violated an agreement to stop bidding on each other
  • 18:24 - Using forums like Reddit to research competitor complaints and guide your campaigns
  • 20:32 - Key optimizations for competitor bidding campaigns
  • 22:10 - Sunk cost fallacy
  • 22:32 - Wrapping up / outro


Prefer watching over listening? Subscribe to Lunio's YouTube channel to get full-length video episodes: ⁠@lunio_ai⁠


Get more free PPC tools, webinars, and resources at: 

⁠https://www.lunio.ai/resource-library ⁠

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7 months ago
23 minutes 4 seconds

The paid media lab
The paid media lab is a podcast for performance marketers who want fresh, innovative, and actionable strategies to maximize return on ad spend. In each episode, we speak to a leading paid media expert about the one strategy, approach, or tactic that has consistently delivered impressive performance improvements across their campaigns in recent months. Presented by James Deeney and brought to you by Lunio, the ultimate anti-IVT tool. Get more free PPC tools, webinars, and resources at: https://www.lunio.ai/resource-library