2026 PPC trends to get ahead of now [Guide]
PPC trends are shifting toward AI-driven automation, audience targeting, and performance-based bidding to improve efficiency and ROI. With growing competition and privacy changes, data-driven creatives, omnichannel ads, and smart attribution are becoming essential for campaign success.
Search Engine Land has published a new guide, ‘2026 PPC trends to get ahead of now’.
Anu Adegbola says, “The PPC landscape in 2025 shifted faster than ever, with updates arriving at a pace unmatched in the industry’s 20-year history. At SMX Next, a panel of industry experts broke down what’s working, what’s failing, and what advertisers should prepare for in 2026 and beyond.
The state of PPC
The panelists agreed that 2025 marked a major shift, especially in how quickly Google responded to advertiser feedback.
Ameet Khabra, founder of Hop Skip Media, called the year “interesting” and said he was genuinely surprised by Google’s willingness to listen to advertisers, especially on channel reporting for Performance Max.
- “It was really cool to see the people who were in that room sit there and be like, this is exactly what we asked for,” she noted, referring to discussions at Google Marketing Live.
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