How to Future-Proof Your SEO and PPC Strategy in an AI-First World
Based on a real discussion, this guide shares what leaders need to know now about SEO, PPC, and AI-driven marketing.
Welcome to The Paid Media Mix— In this edition…SEO and PPC join forces to face off against AI overviews, chase audience signals, and uncover the cross-channel synergy that’s rewriting the rules of digital marketing. Here’s what leaders need to know to stay competitive in 2025.
In today's marketing landscape, leaders can no longer afford to separate SEO, PPC, and AI strategy. They must work together.
In my recent conversation with Jeremy Rivera on the Unscripted SEO Podcast, we unpacked how AI, shifting consumer behavior, and economic turbulence are forcing a strategic reset for advertisers.
This isn't just theory. It's practical advice drawn from 14+ years running paid media campaigns at Big Click Co. Here's what every decision-maker needs to know now.
1. AI Is Redrawing the Search Landscape
AI-generated overviews on Google are changing where and how ads appear. Here's how: when users are seeking broad, informational content, AI summaries often dominate. But when searches get more specific like products, services, or brand comparisons, the ads still claim prime real estate.
"If your keyword themes are more product-focused or farther down the funnel, you're more likely to have ads appear than an AI overview."
Strategic move: Prioritize product-driven, lower-funnel keywords in SEO and PPC and tighten messaging to target these high-intent opportunities.
2. First-Party Data: Your Most Valuable Asset
Audience targeting is more powerful than keyword targeting alone. Why? Because first-party data (like customer lists, email lists, and CRM data) allows you to build richer lookalike audiences and refine messaging across platforms.
"The more data you have, the richer your lookalike audiences are. They can match all kinds of signals to find your ideal customers."
Strategic move: Proactively collect and organize customer data. Launch lead magnet campaigns to build prospect lists and future remarketing audience expansion.
3. Cross-Channel Strategy Is No Longer Optional
Running isolated SEO or PPC campaigns? You're missing out.
"If you just do one [channel], you're going to be fine. But you can get a lot farther if you get all of the channels to work together in a strategic way."
Strategic move: Align SEO, PPC, email, and social to work toward unified customer journeys. Use SEO insights to refine paid targeting and vice versa.
4. Remarketing Is the New Cornerstone
The buyer's journey today spans multiple platforms and dozens of touchpoints. Remarketing across these touchpoints based on behavior (not just website visits) is key.
"Views, social engagements, form fills might seem small, but they're crucial to creating a full picture of the customer. We can build powerful remarketing lists from all of them."
Strategic move: Build remarketing lists based on video views, social interactions, and content downloads. Nurture these audiences across the funnel with personalized messaging.
5. Economic Shifts Demand Messaging Audits
Your messaging must evolve alongside economic conditions. Buyers are more cautious, and priorities are shifting.
"Audit your campaigns to make sure your messaging fits the current economy. You'll be more successful if you're speaking to real-world conditions."
Strategic move: Reframe offers around value, security, and ROI. If your product has advantages tied to supply chain stability, "Made in USA" sourcing, or investment value, highlight them.
6. Practical Client Strategy Lessons
In evaluating new campaigns or clients, success hinges on two foundational elements:
Commitment: Clients must be all-in on making digital work.
Measurement: Without clean analytics and tracking, optimization is impossible.
Strategic move: Before scaling media spend, invest in solid tracking, attribution, and alignment on goals.
🔁 Final Thought: Strategy Starts With Empathy, Not Platforms
Platforms will keep changing. AI will keep evolving.
But what won't change? The need to deeply understand your customer's journey and show up with the right message at the right time.
"The best campaigns don't start with keywords or media plans. They start with people."
How sync up your SEO and PPC to stay ahead? ➡️
If you found these insights helpful, imagine what we can achieve together. Let’s talk about how to apply these techniques to your campaigns.
