If your PPC account still looks like it did a year ago, you’re already falling behind. User behaviour is shifting, and Google’s automation is only getting smarter. The accounts that win know how to enhance Google’s algorithm and know when to control the automation. An outdated structure is likely working against Google’s machine learning. 

This guide breaks down exactly what needs to change in your PPC approach this year, and how to build a strategy that actually drives business impact, not just traffic.

Campaign Structure: Build With Purpose

Over the years Google has changed drastically, your typical campaign structure 1 year ago will be outdated without enhancements towards key updates.

In 2025, we are seeing rising CPCs, tighter budgets and continued shifts towards automation – it’s essential to structure campaigns in a way that consolidates learnings at the campaign level, while still giving you visibility into what’s working and where.

Think beyond just splitting by service or funnel stage. Consider how your structure will:

  • Enhanced Googles learnings 
  • How to make the most of Google’s automation and when to regain control
  • Report success clearly back to stakeholders when tracking is becoming more difficult
  • Know when and where to scale

If your cost-per-click is high and your budget is limited, trying to do everything at once can water down performance. Instead, prioritise. Identify your highest-value products or services, audiences, or funnel stages, and double down there.

A well-thought-out structure makes your account smarter, leaner, and easier to scale without wasting spend.

Landing Pages: More Than Just a Destination

Google isn’t just looking at your ad relevance—it’s crawling your landing pages and rewarding or penalising based on the experience you provide. For B2B audiences who are information-heavy consumers, clarity and relevance are key. Your landing page should speak directly to your ideal customer profile and guide them toward the next logical step.

We use tools like Unbounce to test page layouts, messaging, and even language variations. Through continual experimentation, we’ve seen a 5x higher conversion rate than the site average. These learnings don’t just improve PPC performance but they inform broader marketing and business strategy.

Implement Offline Conversion Tracking

In B2B, a “conversion” doesn’t stop at a form fill. To truly optimise, you need to feedback what happens after someone becomes a lead. That means syncing your CRM with your ad platforms to track what actually turns into a qualified lead, opportunity, or closed deal.

By increasing the volume and accuracy of this data, you empower the platform to better identify patterns and find more of the leads that matter. Offline conversion tracking bridges the gap between marketing and revenue.

Hyper-Focused Ad Copy: Quality Over Clicks

When writing B2B ad copy, don’t try to appeal to everyone. Speak directly to your ICP—even if it narrows your audience. It’s better to have a lower click-through rate if your conversion rate is high and your leads are a good fit.

The goal isn’t volume—it’s alignment. Clear messaging helps users quickly self-select, saving you budget and boosting downstream performance.

Reporting: Beyond the Click

Good B2B PPC reporting doesn’t stop at the lead—it tracks performance through every lifecycle stage. Are your leads progressing through the funnel? Are they dropping off after the first call or pitch?

If data shows a significant drop-off after a certain touchpoint, that’s a signal. It might not be the campaign that’s the problem—it could be messaging misalignment, sales process friction, or something deeper in your offer. Reporting should spark conversations and not just deliver numbers.

Talk to the Sales Team: Your Secret Weapon

No one knows your customers better than your sales team. They’re on the frontlines, hearing objections, questions, and buying signals in real time. Make it a habit to regularly sit down with them and ask:

  • What are prospects asking about most? 
  • What pain points come up in every conversation? 
  • What usually tips someone over the edge to sign?

Sales insight can and should shape everything from ad copy to landing pages to targeting strategies. The more aligned your PPC is with what’s actually happening on the ground, the more effective it becomes.

Conclusion

In 2025, B2B PPC is no longer about just getting leads—it’s about getting the right leads and nurturing them through a longer, more nuanced journey. Success lies in integrating your PPC with the rest of your business, from sales feedback loops to full funnel measurement. 

Using and nurturing Google’s automation is key and when you feed it with powerful data and know when to control the automation, results will increase. 

Keep testing, keep adapting, and above all, stay laser-focused on what drives real value for your business.

At Overdrive, we use this exact strategy to drive results. Take a look at the results we achieved here.