PPC in 2025: What Agencies Need to Know (Insights from 1,151 Experts)

The PPC Survey is back — and it’s bigger than ever.
1,151 digital marketers from around the world shared how they’re navigating Google Ads, automation, AI, client expectations, and rising CPCs in 2025.

In this webinar, Jeroen Maljers from Swydo sits down with PPC experts:
Ed Leake (God Tier Ads, AdEvolver)
Fred Vallaeys (Optmyzr, ex-Google)
Mike Ryan (Smarter Ecommerce)
Wijnand Meijer (TrueClicks)

We talk hard truths, real challenges, and where agencies can actually win in today’s PPC game.

💡 Key takeaways:
– Why tracking is still broken — and how to fix it
– What “performance” really means in 2025
– Why agencies need to stop overpromising and start educating
– What AI is good at — and what it’s not
– What the smartest PPC agencies are focusing on right now

✨ See the 2025 PPC Survey Results Here: https://www.ppcsurvey.com/the-2025-re...

00:00 – Welcome & Introductions
01:06 – Why this PPC Survey matters
03:20 – Agency vs. in-house PPC trends
07:00 – What’s really the top priority in 2025?
10:40 – Why performance is still a challenge
12:00 – The real issue: broken measurement
14:40 – How agencies can own tracking (and why it matters)
16:50 – Is PPC getting harder? Here’s what 52% said
20:00 – What’s making things easier (automation, rules, scripts)
22:40 – Loss of control: what’s driving the frustration
27:10 – The AI wave: what’s working, what’s not
33:00 – AI tools for ad copy, reporting, meeting summaries
38:00 – The real opportunity with first-party data
42:30 – Forecasting, budget planning, and where AI falls short
45:00 – The #1 agency pain: expectation management
47:00 – How to fix client-agency communication (checklists!)
50:20 – PMAX vs. traditional campaigns — what’s still working
54:00 – Final thoughts: The PPC basics that still win

🧠 Speakers & Handles

🎙️ Jeroen Maljers
Founder, Swydo
🔗   / internetstrategy  

🎙️ Ed Leake
Founder, God Tier Ads / AdEvolver
🔗   / edleake  
🐦 Twitter/X: @EdLeake

🎙️ Fred Vallaeys
Co-founder, Optmyzr / ex-Google
🔗   / frederickvallaeys  
🐦 Twitter/X: @siliconvallaeys

🎙️ Mike Ryan
Head of Ecommerce Insights, Smarter Ecommerce (SMEC)
🔗   / mikeryanretail  

🎙️ Wijnand Meijer
Co-founder, TrueClicks
🔗   / wijnandmeijer  
🐦 Twitter/X: @wijnandmeijer