Megan Bowen and Evan Hughes host Ciara Hopkins and Dale Harper to discuss the 2025 playbook for Paid Search ads.

The discussion starts by centering on the current state of paid search in 2025, focusing on it as an intent channel or demand capture channel. Megan emphasizes the need for B2B companies to adopt an optimal budget allocation strategy that leans more towards capturing high-intent demand rather than spreading thin over broad, low-intent keyword terms. Megan warns against overspending on Google Search and stresses the significance of efficiently using search budgets as part of a diversified channel strategy.

Sharing slides from the Vault playbook, Ciara and Dale dig into strategies to maximize the effectiveness of Google Ads while minimizing waste. The discussion delves into the importance of structuring ad groups by themes for efficient insights and underscores the necessity of reassessing keywords to eliminate unproductive spending. Also highlighting emerging trends, this conversation provides tactical advice on leveraging conversion tracking, optimizing bidding methods, and refining ad copy to align with user intent and improve ROI. The experts also tackle nuanced topics such as the impact of competitor bidding and the evolving SERP landscape due to AI.

Episode topics: #marketing, #leadgen, #demandgeneration, #sales, #B2BSaaS, #digitalmarketing #ads #paidads #googleads #paidsearch

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Connect with the guests:

Ciara Hopkins

Dale Harper

Connect with the hosts:

Evan Hughes

Megan Bowen