2025 PPC Trends for SaaS & Tech: The Year AI Takes Over?
January 6, 2025
Picture this: it’s 2025, and your PPC campaign manager is a hyper-intelligent AI that can churn out ad copy faster than you can say “conversion rate optimization”. Yep, from creating catchy headlines to adjusting bids in real-time while simultaneously brewing your morning coffee (okay, maybe not the coffee part, but one can dream), AI-driven automation is set to play an increasing role next year.
But fear not, dear human marketers, we’re not being replaced (at least not yet)! Human strategic thinking and oversight remain essential. We have to ensure that AI stays on the right track while we sip our artisanal lattes and prepare to conquer the ever-evolving landscape of new ad formats, first-party data, and the rise of video ads.
Buckle up, and let’s dive into the major 2025 PPC trends for the SaaS & tech.
1. AI-Driven Automation
As we’ve said in the intro to this post, the AI-driven automation will play an increasing role in PPC campaign management in 2025. We are talking data-driven decision making, including streamlining ad creation, improving targeting, real-time bidding adjusting, and more.
Melissa Mackey, Head of paid search at Compound Growth Marketing, sums it up: “From image and video creation, to writing headlines and descriptions, to automatically adding keywords to campaigns, to audience targeting, and even to support – AI will be everywhere in 2025.”
The AI won’t take over, though, as human oversight and strategic take are still key, as most experts agree.
2. New Ad Formats
The ad platforms are constantly evolving and adding new ad formats that PPC marketers can use to engage their audiences. For example, 2024 brought us LinkedIn’s CTV (Connected TV) and Live Events Ads. It’s a smart strategy for B2B marketers to stay on the lookout for the emerging formats and test them with their audience.
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Get In Touch3. First-Party Data Targeting
With a phase-out of third-party cookies, PPC managers will have to rely on first party data, which will lead to a more personalized and precise targeting. Moreover, contextual targeting, when ads are placed on the content of a webpage, might gain more traction.
Pauline Jakober, Founder at Group Twenty Seven, comments: “Shifting from a keyword-only strategy to an audience-first strategy that uses first-party data to segment by behavior, product or service categories, and recency – in addition to keywords – can bring major performance improvements, especially if you’ve never used first-party data before.
You can also go beyond inclusions to exclude audiences and refine your target audience even further.
As an added bonus, taking an audience-first approach is a great way clients and partners learn about the importance of aligning their ad program to their business goals and the customer journey.”
4. Rise of Video Ads
While video ads grow in use, SaaS and tech marketers will continue to explore new creative ways to use this ad format.
Dii Pooler, Founder of Pooler Digital, notes: “Video ads will continue to grow in popularity, especially with video ads still holding a higher CTR than static ads. Shoppable video ads will become more refined and accessible with those who have the budget to invest.”
5. Voice Search Advertising
In 2025, the share of voice searches is set to grow, so B2B marketers will need to account for that. Including voice search data and conversational keywords that mimic natural language into PPC campaigns can help reach a wider audience.
Takeaways
- AI-driven automation will play a critical role in PPC campaign management in 2025, giving those marketers who use it a cutting edge. While AI will streamline processes, human oversight remains essential to ensure strategic alignment.
- PPC marketers should track the emergence of new advertising formats. As ad platforms like LinkedIn and Google introduce new options, experimenting with these can lead to better audience engagement.
- The phase-out of third-party cookies will necessitate a shift towards first-party data for more personalized targeting.
- Marketers should focus on innovative uses of video ads, including creative formats that enhance user interaction.
- As voice search becomes more prevalent, B2B marketers should integrate voice search data and natural language keywords into their PPC strategies to effectively reach broader audiences and adapt to changing search behaviors.
Would you like to boost your PPC in 2025? Our services range from paid search to landing page design – including cutting-edge performance marketing tools for your SaaS & tech growth. You can drop a line to our team to have a call and discuss your unique needs and if we are a good match.
Ekaterina crafts engaging and strategic content to drive brand awareness and audience engagement. Her expertise in digital marketing helps the agency deliver impactful campaigns and achieve client goals.