January 26, 2026
The New Rules of PPC in 2026: AI Search, Automation and Attribution
Table of Contents
Abbie
Founder + Director
“Yes, the machines are coming… but human intelligence is never more important than ever.” What a way to end an episode.
This week on Marketing vs The World, Abbie sits down with Ben Williams, founder of Tiedot (a PPC + data analytics agency), to unpack what performance marketing looks like now we’re properly in the era of AI search, automation-first ad platforms, and messy attribution.
If 2025 felt like a constant game of “wait, what’s changed this week?”, this episode is designed to help you head into 2026 with a clearer PPC strategy - without getting swept up in shiny-object updates or AI panic.
Listen to the full episode for the full conversation, including Ben’s take on AI Max, AI Overviews ads, and why “start simple” is the best analytics advice you’ll get all year.
Meet Ben Williams: 14 Years in PPC, Now Building a Boutique Agency Built on Data
“We do two things well: advertising and analytics.” Ben’s been in PPC for 14 years, across agencies and in-house roles, and now runs Tiedot from Belfast.
The name comes from a Finnish word for “data/information” - and honestly, it fits, because this episode keeps coming back to a big truth:
If you can’t trust your data, you can’t trust your decisions.
Ben also makes a point that’ll land with anyone managing clients or stakeholders: analytics is as much a human challenge as a technical one. Simplifying complexity, telling the story, and getting buy-in internally is half the battle.
Listen to the full episode to hear why “good communication skills” might be your most underrated PPC weapon in 2026.
PPC vs Paid Media vs Performance Marketing: What Are We Even Calling This Now?
“Advertising is arguably what we do… I like performance marketing.” This is one of those industry debates that never ends. But Ben’s preference is helpful because it frames the rest of the episode nicely:
it’s not just “pay per click”
it’s about driving behaviour
measuring outcomes
and proving value
That distinction matters more than ever when automation is taking more control and the CFO wants cleaner answers.
Listen to the full episode for the quick naming chat - it’s oddly reassuring if you’ve ever fumbled this in a client meeting.
How AI Has Changed PPC: Two Big Impacts You Need to Separate
Ben breaks AI’s impact into two buckets:
AI changing how we optimise and make decisions as advertisers
AI changing the user experience (AI Overviews, AI Mode, longer queries, different intent patterns)
That second one is where things get spicy - because when the SERP changes, your ad strategy has to adapt with it.
Ben’s take: some industries are more exposed than others, especially those with:
high optionality (lots of choice)
low brand loyalty (users aren’t committed to a specific brand)
Travel is a classic example he mentions.
Listen to the full episode if you want Ben’s view on which categories should be watching AI search shifts most closely.
Broad Match, AI Max and Keywordless Targeting: What’s Actually Happening in Google Ads?
“Broad match is here… and AI Max is supercharging it.” If you’re not living in Google Ads every day, here’s the simplest explanation based on Ben’s breakdown:
Broad match now behaves more like intent targeting than “similar keyword targeting”
Google is increasingly matching ads to searches earlier in the funnel (sometimes very early)
AI Max pushes further towards automated targeting and keywordless approaches
and DSAs (Dynamic Search Ads) / URL-based targeting are part of the same direction of travel
Ben calls AI Max a bit like “iPhone 1” - promising, but rough around the edges. It can work brilliantly in some cases, and be a blunt instrument in others.
Listen to the full episode for Ben’s practical examples (including how broad match can end up matching things you didn’t expect).
Ads in AI Mode: When Are They Coming (and What Should You Do About It)?
“We all know what’s going to happen… ads are coming.” At the time of recording (mid-January), Ben’s view is that Google is still testing ads in AI Overviews/AI Mode - not fully rolled out yet - but it’s obviously heading that way.
His best guess: we’ll see clearer announcements in the first half of 2026, potentially around Google’s big conference season.
The bigger unknown isn’t whether ads will show up - it’s:
how targeting will work for long, conversational AI queries
how interruptive they’ll feel
and how Google protects the user experience while still monetising it
Ben’s advice for businesses right now is basically: don’t panic, don’t rebuild your whole world, but be ready to move.
Listen to the full episode if you want the full “crystal ball” chat (and why Ben’s more concerned about category-level disruption than the ad products themselves).
What Platforms Worked Best: Google, Meta… and the “Tactical” Channels Worth Testing
“Paid media is getting more expensive.” No sugar-coating here. Ben confirms what most marketers felt last year:
CPCs continue to rise
peaks like Black Friday can get brutal
privacy and regulation can increase the cost of doing business
That said, most brands are still living in the big two:
Google
Meta
Ben actually calls out Meta as having some of the most interesting developments recently - especially the evolution of its algorithm (he mentions Andromeda as one to look up).
Then there are the “supporting” channels that can be surprisingly effective:
Reddit (tactical, often great for niche audiences)
Microsoft Ads (solid for B2B, and Edge being pre-installed helps)
TikTok (still deserves respect for reach and format)
Listen to the full episode if you want Ben’s view on when it’s worth branching out beyond the Google/Meta duopoly.
Creative in 2026: AI Ads, “Slop”, and Why Video Still Wins
“AI advertising is the new Photoshop.” Ben’s take on AI creative is bang on: it’s not the apocalypse, it’s a tool. But 2026 will likely split into two camps:
low-effort AI “slop” ads
and high-quality AI-assisted creative where a human is clearly making smart decisions
He also makes a brilliant point: audiences aren’t stupid. People can tell when no thought has gone into the message, the hook, or the story.
What’s performing best creatively?
Ben’s answer: video, in multiple formats.
Vertical video is non-negotiable for Reels/Shorts/TikTok style placements
Horizontal long-form still has a place
The real key isn’t length - it’s the hook (the opening seconds)
And variety matters: multiple angles, benefits, personas, formats
Or, as Ben puts it: you have to “unpack” your product in many ways.
Listen to the full episode for Ben’s refreshingly honest view on AI creative (and why “weird wonderful” can work when it’s done with intention).
Landing Pages for PPC: Orphan Pages vs Organic Pages (and Why SEO Helps Paid)
“Good SEO is good PPC.” This bit will make SEOs nod smugly.
Ben says landing pages are still a huge lever for PPC performance. If you’re sending paid traffic to a generic page (or your homepage), you’re probably leaving money on the table.
His guidance is nicely balanced:
use existing organic pages where possible (more integrated, more long-term value)
use custom/orphan PPC pages when you need a tactical campaign, promo, or unique journey
And here’s the big crossover moment: with more URL-based and keywordless targeting, the content on your landing page can influence targeting.
So yes - your page copy, structure, and clarity matter for PPC more than they used to.
Listen to the full episode for the full PPC x SEO overlap chat (especially if you’re trying to get your teams working together).
Attribution and Tracking: “It’s Always Been Broken… But You Can Still Make It Useful”
“Attribution… has never been 100% right.” This is the most comforting thing a PPC person can say.
Ben’s advice is practical and (importantly) realistic:
start from what you know is true (usually the end result: sales in Shopify, leads in a CRM)
keep systems as simple as you can (every new tool multiplies complexity)
understand the basics inside Google Ads Data Manager and Meta Events Manager
make sure your CRM and ad platforms can talk to each other
don’t ignore the detail: put the spreadsheets side-by-side and reconcile
And the key warning: if stakeholders lose trust in reporting, it’s a nightmare to win back. Everyone’s been in that meeting where someone says “that number’s wrong” and the whole thing derails.
Ben’s approach: build credibility with basics first, then layer on more sophistication.
Listen to the full episode for Ben’s full “start simple” method - it’s genuinely the kind of advice that saves marketing teams.
The Good Stuff, Summed Up
AI is changing PPC in two ways: optimisation tools and the search experience itself.
Broad match is basically intent targeting now, and AI Max is pushing keywordless targeting further.
Ads in AI Mode/AI Overviews are coming - timing is fuzzy, but likely clearer in 2026.
Google and Meta are still the core, but tactical channels like Reddit and Microsoft Ads can add value.
Creative matters more than ever: video + variety + strong hooks win.
AI creative is a tool (like Photoshop) - but low-effort “AI slop” will get ignored.
Landing pages remain a huge performance lever, and SEO content increasingly supports PPC targeting.
Attribution is never perfect - but you can absolutely make it useful by starting from trusted sources and working backwards.
Listen to the full episode for the full conversation, plus Ben’s practical recommendations and examples.
Before You Go…
If this episode has made you realise your PPC strategy needs a 2026 refresh (or your attribution setup is held together by hope and duct tape), message Ben Williams at Tiedot.
And if you want help joining up SEO + paid properly - so you’re not running two separate strategies that never talk to each other - that’s literally what we do at Monday Clicks.
Also: Marketing vs The World listeners get a free SEO audit. Just mention this episode when you reach out.
Go listen to the full episode, then send it to the one person on your team who still thinks broad match is “fine if we keep it tight”.
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