Seven Ways Brands Can Use Gen AI in Pay Per Click (PPC)


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Pay per click (PPC) ads are still widely used by brands to achieve immediate and measurable results. But with competition and increasing cost of clicks, brands must find new ways to optimize their campaigns, reduce costs, and improve their ROI.

With the potential to transform how PPC campaigns are planned and executed, Gen AI can be a game-changer for brands looking to stay ahead of the curve.

As per a recent report by PPC, ” The State of PPC,”

More than 90% say that their 2024 PPC goal is centered on efficiency rather than aggressive growth at all costs. 16% think managing PPC has become easier due to AI, ML, Automation, and automated bidding. 

Gen AI will help make PPC campaigns more efficient, effective, and tailored to the target audience- from keyword research and ad copy creation to bid management and performance analysis.

What is Pay per click (PPC)?

PPC is an online marketing strategy in which advertisers pay every time a user clicks on one of their ads.

The most common medium for PPC advertising is via search engines (Google Ads). Here, advertisers bid on keywords, and their ads appear at the top of search engine results pages (SERPs) when users search for that keyword.

How can brands use Gen AI in pay-per-click (PPC)? 

  1. Keyword Search and Ad Copy

Gen AI can analyze large datasets to identify trending keywords and phrases. It can help uncover long-tail, less competitive, highly relevant keywords, allowing for more targeted and cost-effective campaigns.

Moreover, brands can use Gen AI to create compelling ad copy. The AI models can help generate many ad text variations, headlines, and calls to action. This simplifies A/B testing and helps them determine the type of resources that will best resonate with the target audience.

  1. Bid Optimization

Gen AI algorithms can dynamically adjust bids to maximize Return On Ad Spend (ROAS). They analyze data points such as dayparting, device usage, and user behavior. Using these insights, they can make real-time adjustments to bidding strategies, ensuring the ads are competitive and cost-efficient.

  1. Custom Audience Creation

By analyzing existing customer data and behaviors, Gen AI can identify patterns and characteristics of high-value users. This helps brands create targeted custom audiences for PPC campaigns, improving relevance and boosting conversion rates.

  1. Ad Personalization, Performance, and Reporting

Gen AI helps create tailored ad experiences by analyzing user preferences, past interactions, and purchase history. It can tailor ad messages, offers, and creative elements. This enhances user engagement and conversion rates.

Beyond just automating report generation, Gen AI can analyze performance data to provide actionable insights. It can identify successful parts of campaigns and areas for improvement and even suggest strategic adjustments. This level of analysis can help refine ongoing and future PPC campaigns for better outcomes.

  1. Predictive Analytics

Gen AI can forecast future trends and performance outcomes based on historical data. This predictive capability allows brands to anticipate market shifts, adjust strategies proactively, and allocate budgets more effectively.

  1. Chatbots for Instant Engagement

Integrating AI chatbots with PPC landing pages can provide immediate assistance or answer visitors’ queries. While this enhances user experience and it also boosts the conversion rates

  1. Fraud Detection

With the ability to track and analyze click patterns in real-time, Gen AI can identify and prevent fraudulent activities, such as click fraud. This ensures that PPC budgets are spent only on genuine interactions.

Challenges and Considerations of Gen AI in PPC

AI systems must access vast data to learn and make decisions. This means there is an increased risk of data breaches and privacy issues. Brands must ensure compliance with data protection regulations and ethical standards to build trust with their audience.

Also, implementing Gen AI in PPC requires a certain level of expertise and understanding of AI. Brands must invest in training or hire specialists to fully use the potential of Gen AI in their PPC campaigns.

Moreover, while Gen AI can optimize PPC campaigns and increase ROI, it has significant costs. Integrating AI into existing PPC and broader marketing strategies can be complex.

It requires technical implementation and strategic rethinking of how campaigns are designed and evaluated. Brands may need to fully overhaul their existing processes and systems to benefit from Gen AI.

To effectively integrate Gen AI into PPC campaigns, brands should focus on a broad approach. They must-

  • ensure data protection and privacy in compliance with laws like GDPR and CCPA
  • invest in AI and PPC expertise through training or hiring
  • integrate AI into marketing strategies for enhanced targeting and optimization.

Additionally, it is essential for brands to-

  • overhaul existing processes and systems to benefit from AI
  • conduct cost-benefit analyses to justify AI investments
  • maintain ethical standards to foster brand trust.

These measures will help navigate the complexities of Gen AI, ensuring regulatory compliance and maximizing marketing outcomes.


Gen AI helps enhance the PPC campaign’s efficiency, effectiveness, and ROI. Automating and optimizing PPC’s various aspects enables brands to stay competitive in an ever-changing digital landscape.

However, integrating Gen AI into PPC strategies comes with its own set of challenges. It requires careful consideration of data privacy and a solid understanding of AI.

While Gen AI presents opportunities for boosting PPC campaign performance, its successful implementation depends on a strategic approach.

Brands that invest in Gen AI must remain mindful of privacy and ethical considerations. This way, they will be best positioned to use Gen AI to achieve greater relevance, engagement, and returns in their PPC efforts.

Check Out The New TalkMartech Podcast.

Apoorva Kasam
Apoorva Kasam
Apoorva Kasam is a Global News Correspondent with OnDot Media. She has done her master's in Bioinformatics and has 18 months of experience in clinical and preclinical data management. She is a content-writing enthusiast, and this is her first stint writing articles on business technology. She specializes in marketing technology. Her ideal and digestible writing style displays the current trends, efficiencies, challenges, and relevant mitigation strategies businesses can look forward to. She is looking forward to exploring more technology insights in-depth.


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