Not getting the results you used to from your paid search? In this episode of the DMI podcast, host Will Francis speaks with PPC specialist Cathal Melinn about the current state and future of pay-per-click advertising. With rising costs, AI-driven automation, and new campaign types like Demand Gen reshaping advertising, Cathal shares what’s actually delivering results right now, and what marketers should approach with caution. 

They explore why PPC is still profitable (but less forgiving than before), how AI Max for Search differs from Performance Max, and why mid-funnel campaigns are becoming essential. Cathal also explains how to structure campaigns strategically, manage budgets effectively, and avoid over-relying on automation. 

Cathal’s top 3 tips 

1. Separate brand and non-brand campaigns: Run a dedicated brand campaign on exact match to protect your name and control impression share.
2. Start small and structured: Begin with 10–15 carefully chosen exact match keywords and grow strategically. 
3. Don’t ignore the mid-funnel: Demand Gen campaigns can feed your search performance and deliver measurable returns faster than traditional top-of-funnel activity. 

The Ahead of the Game podcast is brought to you by the Digital Marketing Institute and is available on ⁠⁠⁠⁠YouTube,  Apple Podcasts⁠⁠⁠⁠, ⁠⁠⁠⁠Spotify⁠⁠⁠⁠, and ⁠⁠⁠⁠all other podcast platforms.   

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Timestamps 
3:14 – Why Demand Gen is changing the funnel 
12:54 – AI Max vs Performance Max 
17:52 – Manual bids vs smart bidding 
23:00 – The “learning phase” myth 
29:00 – Amazon & Bing: where else to invest 
34:05 – Why PR supercharges PPC 
38:16 – Metrics that actually matter 
40:14 – The biggest PPC mistakes 
46:31 – The future: pay-per-conversation? 
48:31 – Tools and automation stack 
51:10 – Cathal’s starter framework for beginners