PPC Live #21 (London)
About this Event
Welcome to PPC Live #21!
Event: PPC Live #21 (London)
Venue: StrategiQ Nicholls & Clarke Level 2 Warehouse, 1 Fleur De Lis Passage, London, E1 6RB
Date: July 29th, 2026 at 1:30 PM (Europe/London)
Confirmed Speakers - Scott Carruthers, Charlotte Osborne, Veronika Holler, Harriet Fitzgerald
Join us for an exciting evening filled with the latest trends in PPC advertising, which will be followed by a beer garden after party. Network with fellow professionals, learn from industry experts, and discover new strategies to boost your campaigns. Don't miss out on this opportunity to enhance your skills and grow your business.
We can't wait to see you there!
Want to network even before the event? Join our Slack.
Agenda
🕑: 01:30 PM - 02:00 PM
Arrival and drinks
🕑: 02:00 PM - 02:15 PM
Introduction to PPC Live from Anu
🕑: 02:15 PM - 02:35 PM
Talk 1 - Future proofing your role in PPC through a shift in mindset,
Host: Scott Carruthers
Info: Google Ads has changed massively over the last decade.
We’ve gone from manual bidding and tightly controlled keyword targeting to automation, AI, and “keywordless” campaigns where even Google sometimes feels vague about what’s actually happening under the hood.
For a lot of PPC professionals, that creates an uncomfortable question: if Google keeps automating the work… where do we add value?
This talk explores why the answer isn’t in platform features, workflows, or processes - it’s in problem solving. Through practical examples, Scott will show how the role of the modern Paid Search specialist is evolving from campaign operator to business translator: connecting commercial goals, human insight, data, and machine learning to drive better outcomes.
Attendees will leave with a clearer understanding of where the real human edge in PPC still exists - and why “the problem is the job.”
🕑: 02:35 PM - 02:55 PM
Talk 2 - Priming the Search: The Programmatic Path to Search Efficiency
Host: Harriet Fitzgerald
Info: In this talk, Harriet will demonstrate how to break through the 'performance ceiling' where paid search returns inevitably stagnate. She will introduce the concept of 'programmatic priming' - moving beyond vague awareness metrics to use high-attention channels like CTV and YouTube as proactive drivers for search demand.
Harriet will provide a practical measurement framework for quantifying the 'multiplier effect' of programmatic, moving away from siloed measurement and towards demonstrating how the channel can make the search ecosystem work harder.
🕑: 02:55 PM - 03:15 PM
Talk 3 - Before Google Migrates Your DSAs: A PPC Practitioner's checklist.
Host: Charlotte Osborne
Info: Google is migrating Dynamic Search Ads to AI Max, but that doesn't mean you have to go along for the ride without a plan. For campaigns that are already performing, a rushed or unplanned migration could undo months of optimisation work, and right now there are still more questions than answers about how AI Max will behave in practice.
In this session, we'll walk through a practical pre-migration checklist for PPC practitioners - covering what to audit, what to protect, and how to approach AI Max testing in a way that doesn't put your best-performing campaigns at risk. By the end, you'll have a clear, cautious framework for navigating this transition on your terms, not Google's.
🕑: 03:15 PM - 03:35 PM
Talk 4 - Human + Claude, A new AI workflow for account optimisation
Host: Veronika Höller
Info: Most PPC teams are still working in workflows that were designed for a much simpler system. In our own work, we started running into the same problem: as accounts scaled, we had more data, more automation, and more moving parts - but less clarity. Optimisation became slower, insights were harder to extract, and a lot of time was spent stitching information together instead of actually improving performance.
In this session, I’ll show how we addressed this by introducing AI co-workers like Claude directly into our PPC workflows. Instead of treating AI as a separate tool, we started using it as an embedded working layer for structuring accounts, analysing performance patterns, generating hypotheses, and accelerating decision-making. You’ll leave with practical examples of how this setup works in real PPC environments, what changed in our day-to-day execution, and how you can apply the same approach to build more scalable, decision-driven PPC teams.
🕑: 03:35 PM - 04:30 PM
Drinks + cake + networking
🕑: 05:00 PM
After party
🕑: 04:30 PM - 05:00 PM
Panel discussion
Where is it happening?
Event Location & Nearby Stays:
GBP 33.22 to GBP 54.88
