Podcast
PPC Town Hall
Hosted by Frederick Vallaeys · EN
Host Fred Vallaeys, Co-founder of Optmyzr, is joined by PPC experts for a panel discussion on the latest hot topics in the search marketing world.
Topics range from updates to Google, Bing, Facebook, and Amazon Ads, to changes in online search behavior, or changes in the business world.
Learn what the experts are seeing in the industry, how they're reacting to make the most of the opportunity, and what they think the future holds.
12episodes
Episodes
Newest firstAll episodes
AI in PPC: Strong Case… But Some Weak Matches | PPC TH 127
3w ago00:46:58Tap to summarizeWatch the video version here: https://youtu.be/QGhc7LCLslMHost Frederick Vallaeys sits down with Anthony Higman, founder of Adsquire, to explore how AI and automation are changing Google Ads—especially in high-cost, high-risk verticals like legal PPC.Anthony shares insights from managing campaigns for personal injury law firms and explains why automation can behave differently in practice than expected. The discussion highlights where AI-driven campaigns like Performance Max and AI Max can struggle, particularly when precision and control are critical.They cover:- Why AI can sometimes produce mismatched leads in PPC- The balance between automation and control- Challenges in sensitive industries like legal and finance- The role of first-party data in modern campaign strategies- How conversational search is changing how ads are triggeredThe episode also touches on how platforms are evolving quickly, and what advertisers should keep in mind as they test and adopt new AI-driven features.If you’re navigating AI in Google Ads and want a practical, experience-based perspective, this episode offers useful takeaways.Follow Anthony on LinkedIn: https://www.linkedin.com/in/anthony-higman-a3656a46/Follow Anthony on X (Twitter): https://x.com/AnthonyHigmanFollow Fred: https://www.linkedin.com/in/frederickvallaeys/► Get actionable PPC tips, strategies, and tactics from industry experts twice a month: https://www.optmyzr.com/ppctownhall/?utm_source=youtube&utm_medium=video&utm_campaign=townhall ► Make your PPC management less complex with Optmyzr's tools. Start a 14-day free trial today: https://tools.optmyzr.com/info/signup?utm_source=youtube&utm_medium=video&utm_campaign=townhall
Transcribe →How Lars Maat Built an AI-Driven Agency: Tools, Workflows, Team Adoption, and Risks | PPC TH 126
Apr 800:40:09Tap to summarizeWatch the video version here: https://youtu.be/YhWyTO1vn6EFred sat down with Lars Maat to talk about what it actually looks like to run an agency that’s fully leaning into AI.They get into how Lars introduced AI across his team, what worked (and what didn’t), and how they got people to actually start using it in their day-to-day work.You’ll also hear real examples of what they’ve built — from SEO systems and internal tools to automations that replaced parts of their tech stack — all without relying on a big dev team.They also talk through the less obvious side of this shift: team resistance, setting guardrails, and why not everyone in your company needs to be an “AI person.”If you’re trying to figure out how to bring AI into your team in a practical way, this is a good one to watch.Follow Lars: https://www.linkedin.com/in/annstanley/Check out Maatwerk Online: https://www.maatwerkonline.nl/Follow Fred: https://www.linkedin.com/in/frederickvallaeys/► Get actionable PPC tips, strategies, and tactics from industry experts twice a month: https://www.optmyzr.com/ppctownhall/?utm_source=youtube&utm_medium=video&utm_campaign=townhall ► Make your PPC management less complex with Optmyzr's tools. Start a 14-day free trial today: https://tools.optmyzr.com/info/signup?utm_source=youtube&utm_medium=video&utm_campaign=townhall
Transcribe →How Marketers Can Build AI Workflows That Produce Reliable and Consistent Results | PPC TH 125
Apr 100:54:53Tap to summarizeWatch the video version: https://youtu.be/yAGxJTvj6HoHost Frederick Vallaeys sits down with Ann Stanley, digital marketing expert and founder of Anika Digital, to explore how marketers can move beyond one-off prompts and start building AI workflows that produce reliable and consistent results.They break down why AI outputs often feel unpredictable, and how to fix that using better structure, context, and systems like RAG (Retrieval Augmented Generation). Ann explains how tools like n8n, Claude, and custom AI agents can help teams turn repetitive marketing tasks into scalable workflows—without sacrificing quality or control.The conversation also covers when AI is actually worth automating, how agencies are using AI to standardize outputs across teams, and why human input is still essential for guiding, validating, and improving results.If you’re using AI in marketing but struggling with inconsistent outputs or one-off results, this episode will help you build workflows that are more reliable, repeatable, and practical for real-world use.Follow Ann: https://www.linkedin.com/in/annstanley/Check out Anicca Digital: https://anicca.co.uk/Follow Fred: https://www.linkedin.com/in/frederickvallaeys/► Get actionable PPC tips, strategies, and tactics from industry experts twice a month: https://www.optmyzr.com/ppctownhall/?utm_source=youtube&utm_medium=video&utm_campaign=townhall ► Make your PPC management less complex with Optmyzr's tools. Start a 14-day free trial today: https://tools.optmyzr.com/info/signup?utm_source=youtube&utm_medium=video&utm_campaign=townhall
Transcribe →How Experienced Marketers Work Differently With PMax and AI Max | PPC TH 124
Mar 1800:41:13Tap to summarizeWatch the video version: https://youtu.be/FnIwHT0VuD8Host Frederick Vallaeys sits down with Menachem Ani, founder of JXT Group and Google Ads strategist, to break down when advertisers should use Performance Max vs Shopping, why lead quality matters more than lead volume, and how to guide automated bidding without giving up strategic control. Frederick and Menachem also explore practical frameworks for structuring ecommerce campaigns, using phrase match strategically, and deciding when to layer in automation like AI Max or smart bidding.Menachem shares real agency lessons on offline conversion tracking, optimizing for qualified leads instead of cheap leads, and why many advertisers misinterpret PMax performance. The conversation also covers the future of AI in Google Ads, the risks of moving too fast with automation, and what modern agencies must do to deliver real business outcomes—not just better dashboard metrics.► Get actionable PPC tips, strategies, and tactics from industry experts twice a month: https://www.optmyzr.com/ppctownhall/?utm_source=youtube&utm_medium=video&utm_campaign=townhall ► Make your PPC management less complex with Optmyzr's tools. Start a 14-day free trial today: https://tools.optmyzr.com/info/signup?utm_source=youtube&utm_medium=video&utm_campaign=townhall
Transcribe →Performance Max Optimization: Structure, Signals & Intent Done Right | PPC TH 123
Mar 400:47:16Tap to summarizeIn this episode, Fred sat down with Bia Camargo to talk about something we don’t discuss enough: most Google Ads accounts aren’t ready for AI.PMax isn’t magic. Smart bidding isn’t broken. But the problem is usually messy conversion tracking, over-complicated structure, or unclear intent signals.In this episode, Bia walks through her framework for making Google Ads accounts AI-ready:– Cleaning up conversion actions so the algorithm gets clear signals– Simplifying structure instead of over-segmenting– Using intent to guide PMax instead of trying to control it– Treating Merchant Center and feed health like ongoing plumbingIf you’re running ecommerce campaigns and wondering why automation isn’t performing the way it should, this will help.► Get actionable PPC tips, strategies, and tactics from industry experts twice a month: https://www.optmyzr.com/ppctownhall/?utm_source=youtube&utm_medium=video&utm_campaign=townhall ► Make your PPC management less complex with Optmyzr's tools. Start a 14-day free trial today: https://tools.optmyzr.com/info/signup?utm_source=youtube&utm_medium=video&utm_campaign=townhall
Transcribe →8 PPC Experts Predict 2026: Automation, AI, and What Really Wins
Feb 1300:40:12Tap to summarizeWatch the video version here: https://youtu.be/2TdOEFcS2bgWe asked 8 experienced PPC practitioners to share their predictions based on what 2025 taught them — and where paid media is really headed next.In this video, you’ll hear honest, experience-backed perspectives on:- How PPC is evolving beyond keywords and rigid structures- What top-performing advertisers will do more (and less) of in 2026- Where AI genuinely improves PPC outcomes — and where it’s overhyped- Why “best practices” are no longer enough- How automation, data quality, creative, and business context now shape resultsThey’re grounded in real accounts, real budgets, and real constraints.Featuring insights from:Navah Hopkins, AJ Wilcox, Jyll Saskin Gales, Kasim Aslam, Kirk Williams, Amy Hebdon, Aaron Levy—with framing and takeaways from Optmyzr CEO and co-founder, Frederick Vallaeys.
Transcribe →AI in PPC: Where It Helps, Where It Breaks, and Where It’s Risky | PPC TH 122
Feb 1100:51:44Tap to summarizeWatch the video episode here: https://youtu.be/kbZeqEYTkeMHost Frederick Vallaeys sits down with Julie Bacchini, PPC consultant, founder of Neptune Moon, and host of PPC Chat, to unpack how AI is really being used in PPC—and where it starts to break down.They explore where AI and automation genuinely help marketers save time, where Google Ads automation struggles (especially for lead generation), and why data volume, verification, and context matter more than ever. Frederick and Julie also discuss real risks of using AI in PPC, including incorrect data, accountability, and who owns the outcome when AI-generated insights are wrong.Julie shares practical guidance on using AI cautiously: how to validate AI outputs, why documentation is essential, when to trust automation, and how PPC professionals can use AI as an assistant—without losing control or getting burned.Follow Julie here: https://www.linkedin.com/in/neptunemoonFollow Fred: https://www.linkedin.com/in/frederickvallaeys/► Get actionable PPC tips, strategies, and tactics from industry experts twice a month: https://www.optmyzr.com/ppctownhall/?utm_source=youtube&utm_medium=video&utm_campaign=townhall ► Make your PPC management less complex with Optmyzr's tools. Start a 14-day free trial today: https://tools.optmyzr.com/info/signup?utm_source=youtube&utm_medium=video&utm_campaign=townhall
Transcribe →Mike Rhodes Shares Valuable Vibe Coding Lessons From Real Marketing Builds | PPC TH 121
Jan 2800:56:16Tap to summarizeWatch the video version here: https://youtu.be/c5jjdRo3reUHost Frederick Vallaeys sits down with Mike Rhodes, Google Ads expert, to explore how marketers can use AI and vibe coding the right way.They discuss how AI becomes truly powerful when grounded in real account context, why asking better questions matters more than the tools you use, and how marketers can build practical AI-powered tools without becoming developers.Work with Mike: https://ads2ai.com/Follow Mike here: https://www.linkedin.com/in/mikerhodesideas/Follow Fred: https://www.linkedin.com/in/frederickvallaeys/► Get actionable PPC tips, strategies, and tactics from industry experts twice a month: https://www.optmyzr.com/ppctownhall/?utm_source=youtube&utm_medium=video&utm_campaign=townhall ► Make your PPC management less complex with Optmyzr's tools. Start a 14-day free trial today: https://tools.optmyzr.com/info/signup?utm_source=youtube&utm_medium=video&utm_campaign=townhall
Transcribe →Vibe Coding for PPC: How Marketers Can Build Google Ads Tools Without Coding | PPC TH 120
Jan 1400:55:27Tap to summarizeWatch the video version here: https://youtu.be/bGYkHp5xOEcHost Frederick Vallaeys sits down with Nils Rooijmans, Google Ads scripts developer and automation expert, to introduce PPC marketers to vibe coding—a new way to build tools and workflows using AI without traditional programming.They break down what vibe coding actually is (and what it isn’t), when it makes sense for PPC use cases, and where marketers should absolutely avoid using it. Frederick and Nils also explore real-world examples like generating Google Ads campaign assets from a landing page, rapid prototyping internal PPC tools, and deciding when scripts, APIs, or full apps are the right solution.Nils shares how marketers can use vibe coding tools like Google AI Studio, Lovable, and V0 to move faster, while keeping humans in the loop, managing risk, and knowing when to hand things off to developers.Work with Nils: https://nilsrooijmans.com/Follow Nils here: https://www.linkedin.com/in/nilsrooijmans/Follow Fred: https://www.linkedin.com/in/frederickvallaeys/► Get actionable PPC tips, strategies, and tactics from industry experts twice a month: https://www.optmyzr.com/ppctownhall/?utm_source=youtube&utm_medium=video&utm_campaign=townhall ► Make your PPC management less complex with Optmyzr's tools. Start a 14-day free trial today: https://tools.optmyzr.com/info/signup?utm_source=youtube&utm_medium=video&utm_campaign=townhall
Transcribe →Jyll Saskin Gales on Performance Max, AI Max, Audiences, Targeting & More | PPC TH 119
Nov 600:45:12Tap to summarizeHost Frederick Vallaeys sits down with Jyll Saskin Gales, Google Ads educator, coach, and author of Inside Google Ads, to unpack how automation has changed the craft of PPC.They cover why “guiding, not controlling” is the new marketer’s mantra, how to optimize Performance Max campaigns without illusions of control, and why bidding may now matter more than targeting.Jyll also shares real-world stories from clients, her process for scaling expertise with AI tools like Gemini and NotebookLM, and a fresh perspective on AI Max—Google’s latest automation layer.Work with Jyll: https://jyll.ca/Follow Jyll here: https://www.linkedin.com/in/jyllsaskingales/Follow Fred: https://www.linkedin.com/in/frederickvallaeys/► Get actionable PPC tips, strategies, and tactics from industry experts twice a month: https://www.optmyzr.com/ppctownhall/?utm_source=youtube&utm_medium=video&utm_campaign=townhall ► Make your PPC management less complex with Optmyzr's tools. Start a 14-day free trial today: https://tools.optmyzr.com/info/signup?utm_source=youtube&utm_medium=video&utm_campaign=townhall
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