In this episode of the Paid Media Lab podcast, we sat down with PPC expert Lucy Smith to discuss demand-led bidding, and how it can help marketers make the most of their ad budgets.

With over eight years of experience managing campaigns across paid search, paid social, and programmatic channels, Lucy has worked with clients across various industries to refine bidding strategies that adapt to real-time demand.

During our conversation, we broke down:

• What demand-led bidding is and why it’s more important than ever.

• How to move beyond fixed budgets and let demand dictate your ad spend.

• The impact of Google’s latest PMax updates and how to use them effectively.

• Common pitfalls to avoid when transitioning to demand-led bidding.

• Technical considerations and tools that can help optimize performance.

If you’re looking for ways to drive more efficiency, maximize tROAS / tCPA, and stay ahead of competitors--this episode is a must-listen.

Timestamps:

00:00 - Intro

01:06 - Insight into new PMax controls

03:31 - Overview of demand-led bidding (+why it’s so important)

05:52 - Who benefits the most from demand-led bidding

07:27 - Considerations when approaching a demand-led strategy

09:25 - Real-world examples to consider

10:50 - Lucy’s first-hand experience & pitfalls to consider

15:05 - How long to wait before deciding to make changes

16:10 - Expectation setting & communication

18:12 - Technical considerations to be aware of

20:52 - Recommended tools / scripts

23:16 - PMaximiser rundown

24:28 - Key advice for implementing demand-led bidding

26:56 - Final thoughts / outro

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