Artificial intelligence (AI) is transforming every aspect of digital marketing and PPC Marketing is no exception. Find out 9 ways to leverage AI to make the most out of your PPC ads.

How to Use AI in Your PPC & Paid Media Advertising

how-to-use-ai-in-your-ppc-advertising

How to Use AI in Your PPC &amp; Paid Media Advertising

[[p]]Artificial intelligence (AI) is transforming every aspect of [[a href="https://digitalmarketinginstitute.com/blog/ai-in-digital-marketing-the-ultimate-guide" target="_blank"]]digital marketing[[/a]]. Here&rsquo;s an [[a href="https://digitalmarketinginstitute.com/blog/10-eye-opening-ai-marketing-stats-in-2025" target="_blank"]]eye-opening statistics about the use of AI in 2025[[/a]] &mdash; nearly 9 out of 10 marketers already use AI tools in their workflows to streamline workflows and increase ROI.&nbsp;[[/p]]

[[p]][[a href="https://digitalmarketinginstitute.com/blog/what-is-ppc-marketing" target="_blank"]]PPC Marketing[[/a]]&nbsp;and paid media ads&nbsp;are no exception &mdash; AI is now woven into every step of campaign management, from initial audience research to final performance analysis.&nbsp;[[/p]]

[[p]]But how can you harness the power of AI to make the most out of your PPC and paid media ads? Let&rsquo;s look at 9 key examples:[[/p]]

[[ul]]
	[[li]][[a href="#heading_80581"]]Refine Audience Targeting&nbsp;[[/a]][[/li]]
	[[li]][[a href="#heading_80583"]]Conduct Keyword Research For Your PPC Campaign[[/a]][[/li]]
	[[li]][[a href="#heading_80585"]]Create Compelling Copy with Generative AI&nbsp;[[/a]][[/li]]
	[[li]][[a href="#heading_80587"]]Generate Images With Built-In AI in Campaign Tools[[/a]]&nbsp;[[/li]]
	[[li]][[a href="#heading_80589"]]Improve Bidding Strategy[[/a]][[/li]]
	[[li]][[a href="#heading_80596"]]Create Better, More Responsive Landing Pages[[/a]][[/li]]
	[[li]][[a href="#heading_80600"]]Optimize Product Titles and Descriptions[[/a]][[/li]]
	[[li]][[a href="#heading_80602"]]Automate A/B Testing[[/a]][[/li]]
	[[li]][[a href="#heading_80604"]]Get Better Insights and Data-Backed Reporting[[/a]][[/li]]
[[/ul]]

[[p]]Modern PPC platforms are built with AI features to help advertisers reach the right people &mdash; more precisely and efficiently than ever before.[[/p]]

[[p]]Here are some standout AI-powered audience tools across major platforms:[[/p]]

[[ul]]
	[[li]][[strong]]Google Ads Custom Audiences:[[/strong]] Google combines user behavior, app activity, and search history to create highly targeted audience segments. These evolve automatically as Google learns more about your ideal customer.[[/li]]
	[[li]][[strong]]Meta&rsquo;s Lookalike Audiences:[[/strong]] Meta uses machine learning to identify users similar to your existing customers, enabling broader reach without sacrificing relevance.[[/li]]
	[[li]][[strong]]TikTok Smart Targeting: [[/strong]]TikTok Ads Manager offers Smart Targeting, which uses AI to analyze campaign performance and automatically identify the most responsive audience segments. You also have the option to enable Automated Creative Optimization, where TikTok mixes and matches creatives and delivers the best-performing versions to the right audiences.[[/li]]
[[/ul]]

[[p]]With these tools, marketers no longer need to rely solely on manual targeting inputs. AI continuously refines the audience pool based on real-time engagement data&nbsp; helping you lower costs and improve campaign results.[[/p]]

[[p]]Forget endless spreadsheets and using several tools to do your keyword research. AI can streamline your research in minutes.[[/p]]

[[p]]Use ChatGPT or Google Bard to generate keyword ideas based on your product, service, or niche. You can prompt them with questions like &ldquo;What keywords should I target for a PPC campaign for [product]?&rdquo;[[/p]]

[[p]]For advanced users, SEMrush and other SEO tools have AI-assisted keyword tools built in. These tools analyze your incoming queries in real time, identifying irrelevant or underperforming keywords that should be excluded (via negative keywords), while also surfacing high-converting search terms worth expanding into dedicated ad groups.[[/p]]

[[p]]Strong ad copy is one of the most influential components of a successful PPC campaign. It determines whether users engage or scroll past.&nbsp;[[/p]]

[[p]]Traditionally, crafting compelling headlines and descriptions required deep audience insight, A/B testing, and time-consuming iteration.&nbsp;[[/p]]

[[p]]Thanks to generative AI, creating high-performing ad copy is now faster and more scalable:[[/p]]

[[ul]]
	[[li]][[strong]]Google Ads and Meta Ads[[/strong]] offer built-in AI-powered tools that generate copy suggestions based on your product or service, landing page, and past performance data. For example, Google&rsquo;s Automatically Created Assets (ACA) feature dynamically generates headlines and descriptions that are optimized for search relevance and user intent.[[/li]]
	[[li]][[strong]]Meta&#39;s Advantage+ Creative[[/strong]] customizes ad variations in real time to boost engagement.[[/li]]
	[[li]][[strong]]TikTok Ads Manager [[/strong]]also leverages AI to improve creatives through Automated Creative Optimization, which can test different combinations of text and visuals to deliver the best-performing versions to your audience.[[/li]]
	[[li]][[strong]]External generative AI platforms[[/strong]] such as ChatGPT, Claude, or Bard to brainstorm messaging, write attention-grabbing headlines, or even localize ads for different markets. These tools can produce multiple copy variations instantly &mdash; saving time and allowing for rapid testing.&nbsp;[[/li]]
[[/ul]]

[[p]]Visual content is a cornerstone of successful PPC advertising, especially on visual-first platforms like Google Shopping, Meta, and TikTok, where compelling imagery is key to capturing attention and driving engagement.[[/p]]

[[p]]Thanks to AI-powered creative tools, advertisers no longer need to rely solely on in-house designers or agencies for every new visual.&nbsp;[[/p]]

[[p]]Tools such as Google Product Studio, Meta&rsquo;s Creative AI, and TikTok Creative Center&rsquo;s AI tools allow marketers to generate high-quality, optimized visuals in a fraction of the time.[[/p]]

[[p]]These tools can help:[[/p]]

[[ul]]
	[[li]][[strong]]Match visuals with seasonal campaigns [[/strong]]&ndash; e.g., adding holiday themes, background elements, or adjusting colors for specific events[[/li]]
	[[li]][[strong]]Adapt creatives to different ad formats and platforms[[/strong]] &ndash; from vertical videos on TikTok to carousel ads on Meta or product listings on Google[[/li]]
	[[li]][[strong]]Accelerate creative testing[[/strong]] &ndash; by automatically generating multiple versions of product images or videos for A/B testing, enabling faster optimization cycles[[/li]]
[[/ul]]

[[p]]Don&rsquo;t forget that these features and other generative AI tools are simply there to help enhance the quality of photos and art. It would be considered an [[a href="https://digitalmarketinginstitute.com/blog/the-ethical-use-of-ai-in-digital-marketing" target="_blank"]]unethical use of AI[[/a]] if one were to use it to create false or non-existent products and services.&nbsp;[[/p]]

[[p]]Bidding is one of the most critical and often most complex aspects of managing PPC campaigns. With so many variables in play such as user intent, time of day, device, location, competition, manual bidding can be time-consuming and error-prone. That&rsquo;s where AI-powered bidding strategies step in.[[/p]]

[[p]]Google&rsquo;s Smart Bidding is a suite of automated bid strategies that use machine learning to optimize for conversions or conversion value in every auction. It is a concept known as &ldquo;auction-time bidding.&rdquo; Google&rsquo;s AI learns from historical campaign data, user signals (like device, location, and search query), and real-time context to make smarter bidding decisions than most humans could manually.[[/p]]

[[p]]The [[a href="https://scandiweb.com/blog/ppc-case-study-ai-powered-strategy-brings-2x-higher-revenue" target="_blank"]]Boy Scouts of America partnered with Scandiweb[[/a]] to improve PPC performance for their Scoutshop.org merchandise store.&nbsp;[[/p]]

[[p]]By shifting to AI-powered strategies like Google&rsquo;s Performance Max campaigns and Target ROAS bidding, they were able to dynamically allocate budget based on profit margins and seasonal demand. This resulted in a 48% overall ROAS, a 49.6% drop in CPA, and a doubling of revenue within a year.&nbsp;[[/p]]

[[p]]Microsoft Advertising also offers automated bidding strategies powered by AI, including Maximize Conversions, Target CPA, Enhanced CPC. The system takes into account audience behavior, time of day, demographic signals, and device usage, allowing advertisers to optimize performance across the Microsoft Search Network (including Bing and partner sites).[[/p]]

[[p]]While manual bidding can still be useful for campaigns that require tight control or for highly experienced PPC managers testing specific hypotheses, it doesn&rsquo;t scale well.[[/p]]

[[p]][[strong]]AI bidding:[[/strong]][[/p]]

[[ul]]
	[[li]]Continuously learns and adapts from campaign performance[[/li]]
	[[li]]Responds to changes in the market or user behavior in real time[[/li]]
	[[li]]Removes much of the guesswork, freeing marketers to focus on strategy and creative optimization[[/li]]
[[/ul]]

Screenshot from Semrush AI dashboard demo

[[p]]In the past, building high-converting [[a href="https://digitalmarketinginstitute.com/blog/5-best-practices-for-great-b2c-landing-pages" target="_blank"]]landing pages[[/a]] required collaboration with developers, designers, and copywriters, often taking days or weeks. Today, AI-powered tools have streamlined the process, allowing marketers to launch responsive, optimized landing pages in minutes.[[/p]]

[[p]]Modern landing page builders offer intelligent features like layout recommendations, dynamic content blocks, and real-time conversion insights. These tools include:[[/p]]

[[ul]]
	[[li]]Instapage: Offers AI-powered layout suggestions and A/B testing built-in to improve conversion paths.[[/li]]
	[[li]]Unbounce Smart Builder: Uses machine learning to recommend page elements based on industry and goals.[[/li]]
	[[li]]Leadpages with AI Engine: Combines [[a href="https://digitalmarketinginstitute.com/blog/using-ai-tools-for-copywriting" target="_blank"]]AI copywriting[[/a]] and page structure templates for fast deployment.[[/li]]
	[[li]]HubSpot CMS: Features smart content modules and AI-assisted personalization for segmented audiences.[[/li]]
	[[li]]GetResponse: Includes AI layout and copy generation, plus drag-and-drop editing.[[/li]]
	[[li]]ClickFunnels 2.0: Offers prebuilt sales funnels and AI-driven page optimization.[[/li]]
	[[li]]Landingi: Includes AI writing support and responsive design templates with A/B testing features.[[/li]]
[[/ul]]

[[p]]An example we can look at is a [[a href="https://unbounce.com/landing-page-optimization/case-studies/" target="_blank"]]campaign by World of Wonder[[/a]] with Unbounce. The media company implemented Smart Traffic, an AI-powered tool that analyses visitors attributes such as location and device. These visitors are then directed to the most suitable landing page variant.&nbsp;[[/p]]

[[p]]This personalization aimed to increase conversion without extensive manual adjustment. After a testing period of a month, World of Wonder experienced a 19.7% increase in overall conversion rates across three different landing pages.[[/p]]

[[p]]For eCommerce brands using Shopping Ads or Performance Max, optimizing your Merchant Center feed is key. AI can help you:[[/p]]

[[ul]]
	[[li]]Rephrase product titles to match high-intent search queries[[/li]]
	[[li]]Improve product descriptions for better relevance[[/li]]
	[[li]]Identify missing attributes in your product data[[/li]]
[[/ul]]

[[p]]Google&rsquo;s feed rule tools and Shopify AI integrations make this process seamless.[[/p]]

[[p]]AI can now test headlines, images, and CTAs &mdash; far beyond traditional manual A/B testing.[[/p]]

[[p]]Platforms like Google Ads, TikTok Ads, and Meta Ads Manager automatically serve multiple ad versions and optimize based on performance. You can still manually override or refine elements if needed.[[/p]]

[[p]]Download our free [[a href="https://digitalmarketinginstitute.com/resources/toolkits/a-b-testing-tool" target="_blank"]]A/B testing toolkit[[/a]] to see a structured approach to designing, executing and analyzing A/B tests and see an example of a sample A/B test.&nbsp;[[/p]]

[[p]]AI is transforming how marketers approach data&mdash;not just analyzing what already happened, but forecasting what&rsquo;s likely to happen next. This shift to predictive analytics helps PPC advertisers make proactive, data-driven decisions.[[/p]]

[[p]]By identifying patterns in user behavior, conversion trends, and ad engagement, AI tools can help you forecast which campaigns will perform best, predict conversion likelihood, allocate budgets more efficiently, optimize timing, channels, and messaging.[[/p]]

[[ul]]
	[[li]][[strong]]Google Ads Conversion Probability:[[/strong]] Predicts the likelihood that a click will result in a conversion, based on historical behavior and campaign data.[[/li]]
	[[li]][[strong]]Google Ads Performance Planner:[[/strong]] Uses machine learning to forecast performance based on various budget and bid scenarios.[[/li]]
	[[li]][[strong]]Meta Advantage Suite:[[/strong]] Uses AI to predict outcomes and auto-optimize creatives and placements based on predicted engagement and conversions.[[/li]]
[[/ul]]

[[ul]]
	[[li]][[strong]]ConversionIQ (by AdRoll):[[/strong]] Offers predictive analytics, smart alerts, and visual dashboards that flag underperforming segments and make budget recommendations.[[/li]]
	[[li]][[strong]]RevealBot:[[/strong]] Delivers real-time, AI-powered performance monitoring with automated rules and predictive campaign forecasting.[[/li]]
	[[li]][[strong]]Madgicx:[[/strong]] Combines creative performance tracking and AI-driven media buying with predictive analytics to determine ROAS potential.[[/li]]
	[[li]][[strong]]Optmyzr:[[/strong]] Includes machine learning models that recommend budget reallocations and bid changes based on future projections.[[/li]]
	[[li]][[strong]]Supermetrics + Google Looker Studio:[[/strong]] When used with predictive models, they can visualize forecasts and highlight trend lines across multiple platforms.[[/li]]
	[[li]][[strong]]Acquisio:[[/strong]] Uses predictive modeling to automatically adjust bids and budget across PPC campaigns, optimizing for conversion goals.[[/li]]
[[/ul]]

[[p]][[strong]]Pro Tip:[[/strong]] Pair predictive tools with manual review for strategic planning. While AI highlights where to focus, human judgment still plays a crucial role in interpreting insights and applying business context.[[/p]]

[[p]]It&#39;s tempting to think PPC is becoming fully automated. But while AI handles the heavy lifting, a [[a href="https://digitalmarketinginstitute.com/blog/what-does-a-ppc-specialist-do" target="_blank"]]PPC specialist[[/a]] still needs to:&nbsp;[[/p]]

[[ul]]
	[[li]]Set goals and define inputs[[/li]]
	[[li]]Oversee ethical use[[/li]]
	[[li]]Interpret nuance in performance data[[/li]]
	[[li]]Make strategic decisions[[/li]]
[[/ul]]

[[p]]The rise of AI is increasing the demand for skilled PPC professionals who know how to guide, not just operate, AI systems.[[/p]]

[[p]]The demand for professionals with PPC experience keeps growing. Kickstart or advance your career with DMI&#39;s short [[a href="https://digitalmarketinginstitute.com/students/short-courses/paid-media-ppc" target="_blank"]]Paid Search course[[/a]] that will teach you the fundamentals of paid search and explore how to set up, manage and optimize a PPC campaign along with reporting using GA4 and data visualization.[[/p]]

How to Use AI in Your PPC & Paid Media Advertising

Related Free Video Lessons