Industry Insights

Marketing strategist Elliot Ambalo urges B2B companies to stop chasing every new tech trend and instead focus on solving real, daily challenges. Instead of pouring time and money into vague “digital transformations,” he encourages leaders to improve what already exists. This could mean adding smarter search features to online stores or using automated systems to speed up order processing. This advice is especially relevant to businesses offering PPC services for small businesses or lead generation with Google Ads. Choosing tools that cut waste and boost performance, like better campaign tracking or improved site navigation, can lead to better results with less effort. In 2025, success will come from working smarter, not jumping on every new software trend. Focus on relevant, personal content Ambalo believes content is still king, but it has to feel personal and timely. B2B marketers can no longer rely on generic newsletters or one-size-fits-all product pages. The goal is to speak directly to the reader’s needs, right place, right time, right message. That kind of precision earns attention and builds trust. This applies directly to anyone running a PPC agency for SaaS campaigns. If a customer clicks an ad, what they find should feel made for them. A landing page that mirrors the ad’s message and solves a specific problem will always perform better than a generic page. Personalised content can turn interest into action and make ad budgets go further. Content strategy that gets attention While trends like short-form video and influencer marketing continue to grow, the foundation of good content hasn’t changed. Businesses still need to explain their services clearly, answer common questions, and offer helpful advice. Ambalo emphasises that trust is built through useful content, blogs, FAQs, and smart product descriptions still matter. Values influence buying decisions Ambalo closes by reinforcing that trust is the core of modern branding. It takes time to build and seconds to lose. For B2B marketers, this means showing up with consistent service, delivering on promises, and owning mistakes when they happen. Branding through trust It also means being human. Whether you’re offering software, shipping products, or managing PPC services for B2B, trust grows when your message is clear and your actions match your words. In 2025, branding won’t be about slogans, it’ll be about showing up, doing the work, and staying honest.

Search Engine Optimization (SEO) is undergoing a fundamental shift as Artificial Intelligence (AI) changes how content is discovered and displayed online. AI Search Optimization (AISO) is replacing traditional keyword-driven approaches, emphasizing user intent, content structure, and topical authority. This transformation is altering both organic search behavior and digital advertising strategies. Google’s AI-generated search responses now embed advertising content directly within answers, blurring the line between paid and organic results. These ads, unlike standard formats, are contextually embedded in AI outputs and presented during critical decision-making moments. The seamless integration boosts visibility but raises concerns about user clarity, as distinguishing between unbiased information and sponsored content becomes more difficult. In this evolving landscape, businesses seeking to optimize visibility in AI-generated results are increasingly turning to a Google Ads expert for hire to navigate complex ad placement strategies. New metrics define visibility and engagement Traditional rankings are giving way to AI-specific performance indicators. Brands must now measure success through metrics tailored for algorithm-driven environments. These include AI Overview impression share, conversation depth, context relevance score, and entity association strength. These parameters provide insight into how often a brand is surfaced in AI responses, how effectively it engages in user conversations, and how strongly it’s associated with particular topics in knowledge graphs. Research shows that AI-generated search abstracts can reduce click-through rates by up to 64% in certain sectors, underscoring the urgency for businesses to adjust their strategies. With AI offering direct answers, users may bypass traditional website links, diminishing organic traffic. This makes it crucial for brands to be recognized entities within AI systems to maintain visibility. Partnering with a PPC agency can help businesses adapt their campaigns for AI-driven environments and maintain strong digital presence. Strategic adaptation for the AI era To stay competitive, marketers should create AI-friendly content using schema markup, Q&A formats, and authoritative sources. Focusing on thematic relevance over isolated keywords improves visibility within AI systems. Testing across platforms like Google, Bing Copilot, ChatGPT, and Perplexity helps assess both organic and paid performance. As real-time AI ads grow, dynamic, context-driven formats are becoming key to effective engagement. The move from static rankings to contextual intelligence marks a new era in search marketing.

Google is expanding its newer ad formats to more countries, including Kenya, Nigeria, and South Africa. These search ads now appear as summaries at the top of search results, giving users a quick snapshot before they click. First tested in the U.S. and India, this format led to more frequent searches and higher satisfaction. The rollout will start with desktop users and move to mobile later. Simplified campaign support through built-in tools One of the biggest updates is the new marketing assistant built directly into Google Chrome. This tool helps businesses create campaigns, review results, and get suggestions. It’s a time-saver, especially for small businesses that may not have full marketing teams. With the right PPC services for small businesses, these tools can help brands stay competitive without needing outside help. Better tracking with updated performance tools Google has added features like incrementality testing and a new “Data Manager” that shows how well ads are performing. Businesses can now better understand what’s driving sales or leads and adjust budgets more effectively. For companies offering lead generation with Google Ads, these updates are expected to deliver clearer results and more control over marketing spend. Turn images into videos in minutes Another new feature lets merchants turn still product images into short videos. This tool helps businesses create simple video ads without hiring a production team. It’s already available in Merchant Center and will soon be added to the main ad platform. This is a useful option for shops or service providers that want to boost attention with motion content. Helping local businesses grow online These tools are part of Google’s effort to support digital growth in Africa. Businesses can now run better ads, track their results, and create more engaging content with fewer resources. Whether it’s a PPC agency for SaaS or a local brand looking to grow, these updates make it easier to get found online and connect with the right customers.

Google has introduced a major shift in how it displays paid content. During Google Marketing Live 2025, it confirmed that sponsored results will now appear inside the summaries at the top of search results. This opens new territory for advertisers, moving beyond the usual static placements. It means users might now see ads blended into the answers they’re already reading, making the ad feel more natural to the search. Marketers raise concerns about a lack of control While these new features offer more reach, not everyone is sold. One of the biggest complaints from advertisers is the lack of transparency. It’s not clear when or how often paid messages appear in summaries or chats, and advertisers don’t yet have control over where these placements happen. Michelle Merklin of Tinuiti stressed the importance of brand safety. With no clear option to opt in or out of this ad space, some brands worry about how their name might appear or be interpreted. PPC agencies and those offering Google Ads management services are urging Google to give advertisers more settings and reports to help track performance and protect their image. From keywords to questions This update also changes how ads should be written. Traditional keyword targeting may not work as well in this new setup. Instead, content needs to be built around how real people ask questions. Ambika Sharma of Pulp Strategy explained that content now needs to be structured in a way that connects directly to the user’s intent. Brands should focus on useful phrases and clear messages, not just keyword stuffing. New formats mean new ad strategies To succeed, businesses need to rethink where and how they invest in search ads. With new placements and formats emerging, spreading budgets wisely is key. It’s no longer just about who bids the most; it’s about who delivers the most relevant, readable answer. Brands need to try different ad types, test regularly, and adjust based on how users respond. What advertisers should do These changes are a sign of how search is shifting. Instead of waiting, advertisers should act now. That means reviewing current ad copy, investing in new formats, and partnering with a hireable PPC consultant or trusted PPC agency. Staying ahead means keeping ad messages clear, relevant, and prepared for this new way people search and interact with brands.

Artificial intelligence is no longer a future trend in marketing — it’s already reshaping how businesses reach customers today. For small business owners looking to make smarter ad decisions, the shift is especially promising. From content creation to real-time data analysis, AI is helping marketers work faster, personalize better, and boost results with less guesswork. This year, nearly half of all marketers say AI is essential to their social media efforts. Tools that monitor online conversations and analyze sentiment are helping brands stay on top of fast-moving trends. At the same time, platforms like Google Ads are using AI to power more effective campaigns, especially for those offering PPC services for small business clients or trying to improve lead generation with Google Ads. New AI features for Ads Google recently unveiled several updates that show just how far AI has come in transforming digital ads. During its Marketing Live event, the company introduced new features across Search and YouTube, including ad placements inside AI Overviews and a new AI Mode that makes it easier for customers to find — and act on — relevant content. Marketers can now use Google’s video and image generation tools, Veo and Imagen, to create visual content within minutes. A new Smart Bidding Exploration feature helps uncover high-potential search terms that might otherwise be missed. For those new to AI, Google is rolling out agent-like tools that guide users through ad setup and performance tracking. These developments make it easier for any type of business to run smarter, more targeted campaigns. As AI takes on more of the heavy lifting, small teams can focus on strategy, creativity, and connecting with customers in ways that matter most.

Harnessing the power of AI to create engaging ads is is changing the game for modern marketers. In fact, 88% of marketers rely on AI in their current jobs. But the results rely heavily on one key skill: prompt writing. A well-crafted prompt guides AI to produce content that match your brand’s vision. Here are seven tips from an expert Google Ads freelancer to help you master this essential skill. Lay the groundwork with clarity and focus Start by breaking down your ad into clear, digestible parts. Identify the main subject, describe the setting, and list key visual elements separately. This helps the AI interpret your vision with precision. For better results, include photographic terms like “close-up,” “wide shot,” or “full shot” to suggest framing and composition. If the prompt becomes cluttered or the results start to lose focus, a helpful tactic is to reinforce the core subject. Repeating the main object—what some call a “solidifier”—can guide the AI’s attention and bring your intended focal point back into view. Shape mood, stay positive, and refine as you go Once your visual structure is in place, consider the emotional energy you want the ad to convey. Use keywords to evoke desired emotions, such as “energetic” or “calming”. When writing prompts, there’s no need for full sentences. Instead, focus on clear, well-chosen components. AI tools often respond better to direct, descriptive fragments. For your sixth pro tip, remember to approach prompts with positivity. Rather than stating what you don’t want like “no cars on the road”, reframe it as “a clear, open highway.” This approach simplifies instruction and reduces confusion. Finally, don’t hesitate to experiment. Test different versions of your prompt, play with tone, and vary keyword combinations. Like any skill, prompt writing improves through practice. With time, your prompts will evolve into powerful creative tools that produce AI-generated ads your audience will remember. Need help getting started? Low cost Google Ads management services can streamline your process while giving you access to expertly crafted AI ad strategies.