The paid media lab

Download Aaron Young's Google Ads Optimization Checklist (for free) here: https://www.definedigitalacademy.com/optimiseLooking 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 • BiddingWhether 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 overview1:53 - Aaron’s main PPC focuses3:31 - ‘Golden rule’ for Demand Gen + PMax6:36 - ‘Optimized targeting’ in Demand Gen8:26 - How to use the optimization checklist11:11 - Understanding the S.T.A.B method14:47 - How to prioritize ad optimization actions16:12 - How to operationalize & action ad optimizations18:57 - Actions you shouldn’t overlook20:01 - Additional tips to enhance ad optimization 22:41 - How to identify & action additional optimizations27:53 - Final thoughts / outroPrefer watching over listening? Subscribe to Lunio's YouTube channel to get full-length video episodes:https://www.youtube.com/@lunio.aiGet more free PPC tools, webinars, and resources at:https://www.lunio.ai/resource-library

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 - Intro1:59 - 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 costs7:27 - How to decide when to segment campaigns9:27 - Blending campaign types to keep costs down12:36 - Pros/cons of Demand Gen campaigns14:45 - Single keyword ad groups vs Themed ad groups17:19 - Structuring campaigns around funnel stages20:22 - How geographic campaign structuring affects CPCs22:54 - Predicting campaign changes / Google performance planner26:14 - Final thoughtsPrefer watching over listening? Subscribe to Lunio's YouTube channel to get full-length video episodes:https://www.youtube.com/@lunio.aiGet more free PPC tools, webinars, and resources at:https://www.lunio.ai/resource-library

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 - Intro3:07 - Teo’s Google Ads generic search term script5:00 - What are local store visits in Google Ads6:50 - Why use Google Ads to drive in-store traffic?8:32 - What are Local Inventory Ads & why are they effective12:05 - Inefficiencies with location targeting for LIAs13:48 - Teo’s advanced postcode targeting tool16:50 - How to optimize local store visit campaigns20:01 - Case study: 210% MoM increase in store visits22:35 - Final thoughtsPrefer watching over listening? Subscribe to Lunio's YouTube channel to get full-length video episodes:https://www.youtube.com/@lunio.aiGet more free PPC tools, webinars, and resources at:https://www.lunio.ai/resource-library

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 - Intro3:55 - How PMax differs from other campaign types6:29 - PMax campaign structures for shopify stores13:57 - Feed optimization best practices19:33 - How to get more insights from PMax22:01 - Driving the most revenue from PMax26:54 - Final thoughtsPrefer watching over listening? Subscribe to Lunio's YouTube channel to get full-length video episodes:https://www.youtube.com/@lunio.aiGet more free PPC tools, webinars, and resources at:https://www.lunio.ai/resource-library

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 - Intro3:01 - What are Responsive Search Ads?5:11 - The key elements for RSA setup6:56 - Target audience vs. Anti audience8:54 - How important is the ‘Ad Strength’ metric?12:04 - Common mistakes & pitfalls to avoid14:01 - 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 campaigns19:08 - Creating & targeting more niche audiences21:21 - Troubleshooting underperforming RSAs23:10 - What will the future hold for RSAs?25:45 - How AI overviews impact PPC27:34 - 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.aiGet more free PPC tools, webinars, and resources at:https://www.lunio.ai/resource-library

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 event5:10 - Which tasks should you automate with ChatGPT?7:54 - How to write better prompts for GenAI12:24 - Using GenAI for ad copy, keywords, socials18:51 - Feeding ChatGPT the right data23:40 - What tasks should you NOT use ChatGPT for?28:07 - Final thoughtsPrefer watching over listening? Subscribe to Lunio's YouTube channel to get full-length video episodes:https://www.youtube.com/@lunio.aiGet more free PPC tools, webinars, and resources at:https://www.lunio.ai/resource-libraryRead 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-454330Watch Navah Hopkins' episode on using Dynamic Search Ads for competitor research: https://www.youtube.com/watch?v=lsduYRdokhI

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.aiGet more free PPC tools, webinars, and resources at:https://www.lunio.ai/resource-library

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 - Intro02:35 - PPC Profit Club04:03 - Why ad copy localization matters05:38 - Likely performance improvements from localization07:02 - Industries where localization really matters09:25 - Tips for identifying the best local copy 12:09 - Case study: The best brands to learn from13:52 - Testing/optimizing localization copy17:22 - How use AI in localization20:43 - Balancing unique localization & brand messaging23:07 - Key ad copy localization tips23:54 - Final thoughts / outroPrefer watching over listening? Subscribe to Lunio's YouTube channel to get full-length video episodes:https://www.youtube.com/@lunio.aiGet more free PPC tools, webinars, and resources at:https://www.lunio.ai/resource-library

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 - Intro01:06 - Insight into new PMax controls03:31 - Overview of demand-led bidding (+why it’s so important)05:52 - Who benefits the most from demand-led bidding07:27 - Considerations when approaching a demand-led strategy09:25 - Real-world examples to consider10:50 - Lucy’s first-hand experience & pitfalls to consider15:05 - How long to wait before deciding to make changes16:10 - Expectation setting & communication 18:12 - Technical considerations to be aware of 20:52 - Recommended tools / scripts23:16 - PMaximiser rundown24:28 - Key advice for implementing demand-led bidding26:56 - Final thoughts / outroPrefer watching over listening? Subscribe to Lunio's YouTube channel to get full-length video episodes:https://www.youtube.com/@lunio.aiGet more free PPC tools, webinars, and resources at:https://www.lunio.ai/resource-library

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 - Intro02:25 - Landing page fundamentals 03:38 - Key landing page mistakes to avoid06:50 - What % of budget go towards landing pages?09:01 - Step-by-step: Create landing pages11:32 - Relating search ad copy to landing page copy14:38 - PMax landing pages & final URL expansion17:08 - Should you send paid traffic to blogs?18:30 - Real-world customer journey examples20:47 - Building social proof22:38 - Personalization & dynamic landing page advice 25:55 - Final thoughtsPrefer watching over listening? Subscribe to Lunio's YouTube channel to get full-length video episodes:https://www.youtube.com/@lunio.aiGet more free PPC tools, webinars, and resources at:https://www.lunio.ai/resource-library