PPC advertising has transformed over the past decade. In 2015, PPC was a tactical, execution-heavy service. In 2025, it’s a tech-enabled, AI-powered strategy function integrated deeply into a brand’s growth engine.
This report outlines key differences in how PPC is managed today versus 10 years ago—and what this means for your business.
Campaign Execution
2015
- Manual keyword targeting
- Platform-centric tweaks (AdWords, Bing)
- Segmented campaigns by product/audience
2025
- AI-powered bidding and audience matching (e.g., Google Performance Max)
- Cross-platform automation + creative logic
- Consolidated structures optimised for machine learning
What it means for you: Faster setup, more scalable campaigns, and better performance with less manual work.
Data & Measurement
2015
- Excel-based reporting
- Basic metrics: CTR, CPC, QS
- Manual A/B testing
2025
- Real-time dashboards and automated insights
- Outcome metrics: ROAS, Profit per SKU, LTV, Margin
- AI-powered testing and predictive analysis
What it means for you: A clearer view of what's driving business outcomes—not just clicks.
Ad Creative & Copy
2015
- Static text ads and banner designs
- Manual copywriting
- Limited asset rotation
2025
- Dynamic video, UGC, and AI-assisted content
- AI-assisted copy with brand voice and variant testing
- Multivariate creative testing at scale
What it means for you: More engaging, high-performing creatives—tested and iterated faster.
Strategic Role of PPC
2015
- Channel-focused
- Managed in isolation
- Executional service
2025
- Growth-focused
- Integrated with product, pricing, and CRM data
- Strategic growth advisory
What it means for you: Your PPC partner is no longer just a traffic driver—they’re part of your profit engine.
Tech Stack & Automation
2015
- Google Ads UI
- Manual bid adjustments
- No data sync
2025
- APIs, scripts, third-party platforms like 360 Commerce
- Smart Bidding and campaign automation layers
- Feeds synced with inventory, margin, CRM
What it means for you: More control, fewer inefficiencies, and campaigns that adapt to your real-time business needs.
Human Expertise Still Matters
Then
- Tactical operator
- Report maker
- Campaign builder
Now
- Strategic performance advisor
- Business outcome translator
- AI co-pilot and decision-maker
What it means for you: Great PPC specialists today are your competitive edge—they interpret data, guide AI, and link ads to your bottom line.
AI is not replacing PPC—it’s elevating it. The role of a PPC partner is now about using automation wisely, aligning it with commercial outcomes, and moving fast with creativity and strategy.
The result? More profitable growth, less wasted spend, and smarter marketing decisions.
Need a fresh perspective? Let’s talk.
At 360 OM, we specialise in helping businesses take their marketing efforts to the next level. Our team stays on top of industry trends, uses data-informed decisions to maximise your ROI, and provides full transparency through comprehensive reports.
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