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PPC Chat Summary – The Biggest Changes in PPC in 2025

We had a very lively chat yesterday (December 9, 2025) on the topic of “The Biggest Changes in PPC in 2025.”

The first question was – What do you think was the biggest change in general in PPC in 2025?

Most people agreed that the injection of AI into everything was the biggest overall change in PPC in 2025. Others commented about the pace of change continuing to accelerate, as well as a lowered level of trust in the platforms in general.

Navah Hopkins, from Microsoft Ads, was in the chat and asked some follow up questions about how the platforms could do a better job of communicating with advertisers and the PPC pros who manage accounts for them. There was also talk of match types further deteriorating and the expense of maintaining performance levels creeping up year after year.

We then got into questions about the biggest changes in the platforms themselves.

For Google Ads the answers hit on the following:

  1. Once again AI was a top mention – from AI overviews, to AI Max to AI in the platform in general
  2. Match types – not just how they match but how they serve as well

For Microsoft Ads the answers hit on the following:

  1. Nearly everyone wishes there was more volume on Microsoft and that they could get clients and brands to put some budget there
  2. Some were intrigued by ads in CoPilot
  3. Discussion about how Microsoft follows Google but also where and how they differ
  4. Navah shared some smaller business case studies

For Social Platforms (Meta, LinkedIn, TikTok, etc) the answers hit on the following:

  1. Not as much response here but there are a few folks running ads on Meta who chimed in to say that they are finding more success there, particularly for B2B this year
  2. Notation about the general upheaval on Meta since they rolled out Andromeda
  3. Retargeting on Meta is not what it once was
  4. Pinterest has new customer acquisition ads in beta

Switching gears, we asked – What was the biggest change for you and PPC in 2025?

  1. People are reevaluating their business models and thinking about how they want to work in PPC going forward. Are long engagements no longer the holy grail of contracts? Maybe…
  2. Figuring out or at least getting familiar with all the AI so we don’t get left behind of viewed as out of touch
  3. Multi channel approach – pulling SEO and PPC together more tightly
  4. The warp speed of change making it difficult to both get results and figure out what will get results (that struggle is so real!)

Last question was – What is something different that you are planning for or hoping for in PPC in 2026?

  1. Looking at ways to diversify offerings
  2. Writing a book
  3. A hard look at ethics
  4. Finding ways to semi retire
  5. Getting better at doing and winning RFPs

You can read the full chat if you’d like on our Slack. It will be available for 90 days.

Live chats happen every Tuesday at 12:00 PM ET on the PPC Chat Slack.