One scroll through LinkedIn and you’d struggle not to see a post, video, or ad about AI, whatever the industry you work in.
For digital marketing, it’s completely taken over, and it has woven itself into nearly every aspect of day-to-day life, especially within PPC advertising.
From automated bidding to AI-generated ad creative, platforms like Google Ads and Microsoft Advertising have been doubling down on this for years.
Naturally, this shift raises questions and concerns among advertisers, with one side claiming it’s out of control and taking over, the other side boasting about time saved and game-changing results, and then you’ve got the middle ground trying to figure out exactly what the impact is and where it is going.
It’s a difficult topic to answer with a simple yes or no, with so many opinions and platforms for sharing them; it’s everywhere, and although certainly not a topic that is in its infancy, it does feel that way in 2025.
In this article, we’ll explore how AI is used in PPC today, the benefits it offers, the concerns it brings, and how advertisers can best adapt.
What Role Does AI Play In PPC Today?
The majority of advertisers are already using some form of AI-driven tool in their workflow, with 74% of marketers reported using AI tools last year, up from just 21% in 2022.
Then, within the platforms, PPC campaigns are heavily invested in artificial intelligence, both above and below the hood. Key areas being:
Bid Automation
Gone are the days of manual bidding on hundreds of keywords or product groups (in most cases).
Google’s and Microsoft’s Automated Bidding use machine learning to set optimal bids for each auction based on the likelihood to convert.
These algorithms analyze countless signals (device, location, time of day, user behavior patterns, etc.) in real-time to adjust bids far more precisely than a human could.
In this scenario, the role of the advertiser is to feed these bidding strategies with the best possible data to then take forward in making decisions.
Then at a strategic level, advertisers will need to determine the structure, targeting, goals, etc, and this is where Google has further pushed AI into the hands of PPC teams.
From Google’s side, it’s an indication of trust that the AI will find relevant matches and handle bids for them, and I have seen this work incredibly well, but I’ve also seen this work terribly, and it’s all context-dependent.
Dynamic Creative & Assets
Responsive Search Ads (RSAs) allow advertisers to input multiple headlines and descriptions, which Google’s AI then mixes and matches to serve the best-performing combinations for each query.
Over time, the algorithm learns which messages resonate most.
Google has even introduced generative AI tools to create ad assets (headlines, images, etc.) automatically based on your website content and campaign goals.
Similarly, Microsoft’s platform now offers a Copilot feature that can generate ad copy variations, images,…
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