In this episode of the Paid Media Lab podcast, we're speaking to Tomasz Abbott-Wieczorek about the often under-appreciated topic of ad copy localization for international PPC campaigns.

You likely already know Tomasz as the founder of the PPC Profit Club, a sizable community of marketers sharing tips, strategies, and best practices for PPC success.

Individually, Tomasz has audited over $1 billion in Google Ads spend, and has been ranked amongst the top 100 most influential PPC voices worldwide.

In this episode, Tomasz discussed key strategies to maximize the ROI on international PPC campaigns - something Tomasz has extensive experience in - by aligning with cultural nuances, linguistic expectations, local buying behaviors, and more.

In just over 25 minutes, we discussed everything marketers need to know about adapting their ad copy for international campaigns:

Timestamps:

00:00 - Intro

02:35 - PPC Profit Club

04:03 - Why ad copy localization matters

05:38 - Likely performance improvements from localization

07:02 - Industries where localization really matters

09:25 - Tips for identifying the best local copy

12:09 - Case study: The best brands to learn from

13:52 - Testing/optimizing localization copy

17:22 - How use AI in localization

20:43 - Balancing unique localization & brand messaging

23:07 - Key ad copy localization tips

23:54 - Final thoughts / outro

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

https://www.youtube.com/@lunio.ai

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

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

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

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

https://www.youtube.com/@lunio.ai

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

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

In this episode of the Paid Media Lab podcast, we sat down with PPC expert Chris Nightingale to discuss all things landing pages in 2025 and beyond.

Chris is the owner of Can-Do Marketing, having previously worked as the Marketing Lead at AO and the Head of Digital Marketing at Alleyoop to name but a few.

With over 10 years experience in both the B2B and B2C marketing spaces, Chris has an extensive background in all aspects of marketing. He has a particular interest in the power of landing pages, and their potential to turn visitors into long-time customers.

During our chat, we recapped landing page fundamentals that every marketer needs to consider, before diving into more advanced strategies and considerations to see success in 2025 and beyond.

Timestamps:

00:00 - Intro

02:25 - Landing page fundamentals

03:38 - Key landing page mistakes to avoid

06:50 - What % of budget go towards landing pages?

09:01 - Step-by-step: Create landing pages

11:32 - Relating search ad copy to landing page copy

14:38 - PMax landing pages & final URL expansion

17:08 - Should you send paid traffic to blogs?

18:30 - Real-world customer journey examples

20:47 - Building social proof

22:38 - Personalization & dynamic landing page advice

25:55 - Final thoughts

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

https://www.youtube.com/@lunio.ai

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

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