In this episode of The Paid Media Lab podcast, we're speaking to PPC expert Adriaan Dekker about whether it's worth shifting to POAS instead of ROAS.

Adriaan is a highly respected voice within the PPC community, known for documenting every minor and major update to the Google Ads platform since launching his Google Ads newsletter in November 2022.

With a substantial 100k+ following on LinkedIn, Adriaan is a recognized authority in the field, and a trusted guide for thousands of performance marketers working at the cutting-edge of PPC.

We could think of no better way to delve into advanced paid search metrics than to get Adriaan on, and have a chat with him about something he firmly believes in – the value of the Profit on Ad Spend (POAS) metric vs. the more traditional ROAS metric.

Timestamps:

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In the second episode of the Paid Media Lab podcast, we're speaking to PPC expert Sophie Logan about her approach to running high-performing competitor campaigns across paid search.

Sophie is the PPC lead at Beauhurst, a leading private company database tool for the UK market.

Specializing in B2B and SaaS brands, Sophie has many years of experience in the performance marketing space under her belt, and regularly shares her insights as a speaker at conferences and industry events. Sophie is also a regular contributor to Search Engine Land, making her a leading voice in the PPC community.

We could think of no one better to discuss competitor bidding than Sophie, so we had to get her on the podcast to outline the key strategies and considerations required to ensure success.

Timestamps:

• 0:00 - Intro
• 03:03 - When to bid on competitor brand names, and when to avoid it
• 05:50 - Why competitor keyword bidding requires a different approach
• 06:56 - How to decide which competitors to target
• 08:35 - Step-by-step process for setting up competitor bidding campaigns
• 09:49 - Being creative with ad copy when you can't use competitor names directly
• 12:24 - Recommended bidding strategy
• 13:35 - How to create winning landing pages for competitor campaigns
• 15:10 - Key metrics when assessing competitor bidding campaign performance
• 17:00 - Cases where competitor bidding can backfire
• 17:20 - Sophie’s response when she found out a competitor violated an agreement to stop bidding on each other
• 18:24 - Using forums like Reddit to research competitor complaints and guide your campaigns
• 20:32 - Key optimizations for competitor bidding campaigns
• 22:10 - Sunk cost fallacy
• 22:32 - Wrapping up / outro

Prefer watching over listening? Subscribe to Lunio's YouTube channel to get full-length video episodes: ⁠@lunio_ai⁠

Get more free PPC tools, webinars, and resources at:

⁠https://www.lunio.ai/resource-library ⁠

Welcome to the first episode of the Paid Media Lab podcast, where we're kicking things off by speaking to the 'Demand Gen whisperer' himself, Thomas Eccel.

Thomas is one of the most respected and recognised voices on LinkedIn, often breaking major Google updates and discussing optimal strategy with his thousands of followers, and 20,000+ strong audience of PPC newsletter subscribers.

We spoke to Thomas about all things Demand Gen in 2025, including his step-by-step strategy for seeding high-performing Demand Gen Lookalike Audiences using Meta lead gen campaigns.

Timestamps:

• 00:00 - Intro
• 03:10 - How Thomas became the ‘Demand Gen whisperer’
• 05:39 - What DemandGen campaigns are, and what goals they achieve
• 08:38 - Lookalike audiences and their significance for Demand Gen
• 11:50 - Rundown of all audience targeting options for Demand Gen
• 13:25 - Thomas’ step-by-step strategy for seeding a Demand Gen lookalike audience via a Meta lead gen list
• 16:55 - The difference between narrow, balanced, and broad audience options
• 17:49 - The feedback received from people who have tried Thomas’ lookalike audience strategy
• 19:04 - Specific instances where Thomas would recommend a lookalike-only approach
• 20:55 - Potential downsides of a lookalike audience strategy
• 22:40 - Additional resources Thomas recommends for those interested in learning more about Demand Gen campaigns

Prefer watching over listening? Subscribe to Lunio's YouTube channel to get full-length video episodes: @lunio_ai

Get more free PPC tools, webinars, and resources at:

https://www.lunio.ai/resource-library

The paid media lab is a podcast for performance marketers who want fresh, innovative, and actionable strategies to maximize return on ad spend.

In each episode, we speak to a leading paid media expert about the one strategy, approach, or tactic that has consistently delivered impressive performance improvements across their campaigns in recent months.

Experimenting and trying new things is crucial for gaining a competitive edge in Paid Media, and that’s exactly what this show is designed to help you with!

Presented by James Deeney and brought to you by Lunio, the go-to solution for combatting click fraud and invalid traffic.

Get more free PPC tools, webinars, and resources at:

https://www.lunio.ai/resource-library