Lisa Raehsler

AI does not think in channels.
It thinks in signals.

Most PPC budgets are still split by platform, even though AI optimizes around buyer intent.

My new article on @sejournal.bsky.social is live breaking down a signal-based budget model built around intent, discovery, and trust.
bit.ly/4qsamIf

The Hidden Cost of Scaling PPC With AI The hidden cost of scaling PPC with AI isn’t failure. It’s the slow loss of judgment, weaker signals, and ads that all start to look the same.

open.substack.com/pub/thepaidm...

AI can scale PPC fast.

But it can quietly erode judgment, signal quality, and differentiation.

The real cost doesn’t show up as failure. It shows up as slow decay.

Illustration representing ads appearing inside AI-powered search experiences, highlighting how artificial intelligence is changing digital advertising visibility and placement. by Lisa Raehsler

AI search is changing everything about paid visibility.
ChatGPT, Google AI Mode, and Copilot are all testing ad placements inside the answers themselves.

Ads signal strength and conversational intent are the new battlegrounds.😳

New breakdown here ⬇️

bit.ly/3MDI1Ao

Remarketing Strategies with Automated Nurturing Sequences in Google Ads - PPC Hero Automated nurturing sequences are multi-step strategies that guide customers through their buying journey by serving ads that evolve, based on engagement.

Most advertisers push conversions. Savvy ones nurture them!

Cyber Monday gets clicks, but Q4 is noisy. Remarketing + nurturing sequences keep conversions moving.

My @ppchero.com Hero sequence:
1. Capture
2. Add value
3. Auto-update
4. YouTube/PMAX
5. Re-engage

Full article: bit.ly/3MwJ98N

banner that says I made the top 100 most influential ppc experts and vote on the ppcsurvey.com

The State of PPC survey is live. If my work in AI driven PPC and Google Ads has helped you this year, I would be grateful 🙏 for your vote. It takes less < 10 min and offers early access to the industry report, prizes 🎁 and a tree 🌳planted for each response.
www.ppcsurvey.com

Search behavior isn’t what it used to be.
People talk to Google now. They ask questions, not keywords.

This week on The Paid Media Mix, I break down how AI is reshaping PPC and what advertisers can do to stay relevant.

Read it here → bit.ly/3JPGQgh

I just dropped a new post for The Paid Media Mix breaking down 3 frameworks I use to make AI work smarter in Google Ads.

Includes real prompts, client results, and takeaways from Hero Conf.

bit.ly/3L0qJwM

Let’s stop wasting budget and start scaling what works.

👉 next-level sessions at @heroconf.com this week focused on ROI and performance 🔥
@ppchero.com

👉 don't miss the sessions featured in this post! 🔥

San Diego Sessions: #2. The Next Level of ROI and Real Performance in Paid Media - PPC Hero This is the second in a series of articles by regular PPC Hero contributor - and Hero Conf speaker, Lisa Raehsler - in which we put some of the most

San Diego Sessions: #2.

@lisarockssem.bsky.social continues the rundown of must-catch talks coming to Hero Conf San Diego next month.

In this one she looks at the upcoming presentations on performance, and how we should best understand it in 2025.

www.ppchero.com/san-diego-se...

Eye-opening conversation with Crissy Connor on The Visibility Impact Podcast about why running paid media solo can waste budget and deliver poor results. #ppc
bit.ly/45xlRG1

Search Engine Journal article screenshot showing ‘Mid-Funnel Prospects: AI PPC Strategies for Business Growth’ by Lisa Raehsler. Covers AI-driven audience segmentation, dynamic creative testing, and remarketing strategies for Google Ads

Mid-funnel is where paid media wins or stalls.

Many campaigns go quiet as buyers are starting to compare.
In SEJ, I break down 3 AI-powered ways to build mid-funnel traction:
✅ Predictive segmentation
✅ Consideration-focused creative
✅ Smart remarketing

Full article: buff.ly/tmjV1hF

The only magic button that really works is the Max A/C in my car 🥵

Been thinking about writing this for a long time because many advertisers treat social video and PPC video the same.
They are not!
Different platforms, intents, and formats require different creative strategies.
I break it down in my latest on @sejournal.bsky.social 👇

How I Save 13 Hours a Week Using AI in Paid Media AI gave me the tools to power up my best ideas

Time is a rare earth element ⤳ scarce, valuable, and hard to access.

I used AI to build systems that gave me back 13 hours a week.

Here’s what I unlocked for my work and creativity:

I shared the breakdown here in my Substack newsletter👇👇

bit.ly/3FQUzla

Red carpet scene with people in the background, symbolizing a special event or spotlight moment used to highlight the theme of promoting events with paid ads

Fabulous Friday Reads ⭐️
Event ads don’t get enough credit. Webinar or launch coming up? Run it like an event, not a line item.

I share how to make them count in an article for @sejournal.bsky.social‬
“How To Use Paid Search & Social Ads For Promoting Events”
Red carpet optional.
👉 bit.ly/4jYmaPe

My latest on @sejournal.bsky.social - I really love this article because it gives the event strategy in PPC the individual attention it deserves. Check this out if you do any events online or in person.

Ps- Add this podcast to your list for unscripted SEO insights 👉 The Unscripted SEO Interview Podcast : bit.ly/45VzT5Q
Fantastic hosts: @seoarcade.bsky.social and
Keith Breseé

AI is a tool and my thinking partner.
Not to hand over strategy, but to ask questions, find mistakes, move faster.

The best results come when I bring my experience and AI together.

🎧 Clip from my chat on The Unscripted SEO Interview Podcast: bit.ly/45VzT5Q
#AIinMarketing #DigitalAds #PPCstrategy

Top ways to ensure your content performs well in Google's AI experiences on Search  |  Google Search Central Blog  |  Google for Developers

Top ways to ensure your content performs well in Google's AI experiences on Search developers.google.com/search/blog/...

The best ads aren’t just AI-driven.
They need real strategy behind them.

Here’s the magic mix:
- Platform-native AI
- External AI tools
- Human brain connecting the dots

Quick clip from Marketing in the Age of AI with Emanuel Rose

Full ep: bit.ly/4l8DwtR

What if your ‘high-performing’ campaign is really underperforming?

On my Substack, I dig into how surface metrics like CTR are outdated and what to measure instead.

Stuff like 👉 Predictive modeling, EVS & CLV, Real ROI signals

Read breakdown →🔗 bit.ly/3Frk0JI

Is AI Making Us Dumb And Flatten Authentic Human Experience? - Tech Business News Is AI making us dumb and threaten to flatten the richness of real life and authentic human experience? 108.5% using AI generated content

🙋‍♀️ Is AI Making Us Dumb And Flatten Authentic Human Experience? - Tech Business News

This is fascinating and I really want to dig into it more in a future post 💡

I’m headed to San Diego this September to speak at @heroconf.com‬ + @brightonseo.com and you could come too, for free!

🎟️ The free ticket entry opens Wednesday at noon PT and runs for just 48 hours.

Hope to see you there! bit.ly/4dqZVzz

Avoid common pitfalls of automated ad copy in Google Ads. Here’s how to keep your ad copy clear, accurate, and on-brand. via @lisarockssem.bsky.social

#Google

Ad budgets are tight, but cutting back = missed opportunity.
💡 Lower CPCs
👀 More buyer attention
🔄 Less competition
Dive into my chat w/ Amy Wilkinson on why staying visible wins.
bit.ly/3SjBNpb

Are your ads wasting budget in high-CPC, low-converting locations?

This AI prompt helps you find and fix geographic inefficiencies fast. Adaptable across platforms like Google Ads, Microsoft Ads, and Meta.

Here 👉 : bit.ly/43bmK5G

#PPC #AdStrategy #DigitalMarketing

Run for president?! 😂

For marketing leads:
Still running SEO and PPC in separate silos? Oof.
We’re in an AI-first world now where alignment isn’t optional, it’s survival.

Had a real convo about it and how strategy shifts.

🧠 I broke it down. Fast, no fluff. Just the good stuff.

🧩 Read it here:
bit.ly/4lVN6kF