12 essential paid search tips for newbies

Are you new to the world of PPC?

If so, welcome! We’re thrilled to have you on board. 

A career in paid search offers exciting opportunities for growth, creativity, and making a real impact on businesses.

Let me tell you, starting out in 2025 is a whole different ballgame than when I first started in PPC.

In those days, we managed accounts overflowing with millions of keywords, manually adjusted bids, and navigated the platforms while learning how the web was shifting marketing and consumer behavior – all while serving our clients.

This was a time before AI and automation, when text ads were static, and both searchers and marketers approached the internet with less skepticism.

Today, with all the advanced technology at your fingertips, it’s easy to feel overwhelmed in this industry. 

You know you’re missing the “been there, done that” context that comes with nearly two decades in the trenches.

I wrote this article to share 12 essential tips for building a strong foundation in paid search with knowledge, clarity, and healthy skepticism.

By the end, you’ll be able to critically assess strategies rather than relying on automated systems or unverified claims about what works in PPC in 2025.

1. The power of ‘why?’

The most potent tool in your advertising arsenal isn’t a new platform or algorithm – it’s the relentless pursuit of “why.”

Question everything: 

• Why this campaign type? 
• Why these keywords? 
• Why this budget allocation? 

Consider different campaign objectives (e.g., awareness, consideration, conversion) when asking “why.”

In 2025, “standard” setups are obsolete. While non-brand campaigns, a brand campaign, and a display campaign once dominated, Performance Max (PMax) often delivers superior results.

For ecommerce, a focused strategy of brand campaigns, PMax, and strategic YouTube placements frequently outperforms traditional display.

This isn’t about blindly following trends – it’s about deeply understanding your “why” and your client’s “why.”

Before allocating budget to a standalone YouTube campaign alongside PMax, define its purpose and realistic goals. 

A 10 times ROI from YouTube is often unrealistic, but boosting brand recall or branded searches is achievable.

Only through rigorous questioning can you align campaign objectives with realistic expectations – ensuring every dollar spent serves a clear, measurable purpose, whether it’s driving direct conversions or building long-term brand equity.

Dig deeper: Becoming a world-class PPC ad buyer: 8 key lessons

2. Explore every nook and cranny of the platforms

Mastery comes from immersion.

Don’t just navigate your accounts. Explore them.

Click through every dropdown, dissect campaign settings, and question each feature. 

“What does this do?” should be your mantra. Then, seek answers. Google is your ally.

Experiment fearlessly; you won’t break anything, and you’ll uncover hidden functionalities. 

For example, you could explore the Change history feature to track past modifications and identify the root cause of account performance fluctuations.

Many paid search leaders began as curious explorers, sharing their discoveries and building their expertise. 

I personally found new settings, shared insights, and connected with fellow professionals through this process.

Remember, interfaces vary widely, even within the same manager account. 

Consistent exploration is nonnegotiable, especially for newcomers. Make it a daily habit, regardless of your experience level.

3. Business context is king

Paid search operates within a broader business ecosystem. Performance fluctuations rarely exist in isolation.

Instead of solely scrutinizing campaign metrics, analyze the surrounding landscape: 

• Market trends.
• Product quality.
• The overall marketing strategy.

While clients may fixate on ROAS and conversion targets, recognize the limitations imposed by budget constraints and unrealistic expectations.

Experience will sharpen your ability to discern what’s achievable within the platform. 

Crucially, collaborate with senior experts to differentiate between paid search challenges and fundamental business or expectation discrepancies.

Dig deeper: 5 ways to align PPC campaigns with business objectives

4. Ditch the process, embrace the data

Rote processes breed stagnation. 

Too many campaigns are launched on autopilot, adhering to rigid, “boilerplate” structures – brand, non-brand, display – a cookie-cutter approach applied indiscriminately.

This formula guarantees mediocrity. Instead, become a data interpreter. Really embrace the data.

Ask yourself: 

• “What insights does the data reveal?”
• “How can we leverage these insights to maximize results?” 

This data-centric approach fuels innovation and transforms you into a strategic powerhouse.

5. Understand PPC’s role in the customer journey

PPC excels in the lower funnel, capturing users with immediate purchase intent.

However, it’s crucial to recognize its limitations.

Brand awareness is primarily cultivated through upper-funnel initiatives like CTV and Facebook campaigns. 

While YouTube and Discovery campaigns can contribute to awareness, relying on search for foundational brand building is inefficient.

Non-brand search – particularly for ambiguous keywords like “truck” – yields costly and diluted results due to vague user intent.

Understanding PPC’s strategic position within the customer journey is paramount for effective campaign planning and realistic performance expectations.

Dig deeper: How to set and manage PPC expectations for teams and stakeholders

6. Influencer insights: Take ’em with a grain of salt

While expert insights offer valuable perspectives, remember that context is paramount.

Strategies that succeed in one account may falter in another. Prioritize your own data-driven analysis over blind replication of external playbooks.

Leverage PPC influencer insights as a source of inspiration, not as a rigid blueprint for implementation.

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7. Master the basics

Dive deep into keyword matching, search terms, negative keywords, and targeting.

Understand the basic settings and the “unwritten rules” that contradict Google’s support documents – like location settings and the display network inclusion in search.

Foundational mastery is non-negotiable. Develop a comprehensive understanding of core PPC principles.

Dig deeper: 5 essential PPC skills every agency pro must have

8. Platform-specific advice: Be discerning

Exercise critical judgment when evaluating platform-generated recommendations.

Platform suggestions are not inherently aligned with your account’s best interests. 

Google representatives, for instance, may advocate strategies that prioritize platform revenue over your specific objectives. 

Similarly, interface prompts often encourage changes that may not be strategically sound.

Remember, platform goals and your business goals may diverge. 

Approach platform advice with the same skepticism you would financial guidance from a credit card provider – their primary objective is to increase spending.

Dig deeper: Top Google Ads recommendations you should always ignore, use, or evaluate

9. Master the art of ad copy

Writing persuasive ad copy remains a critical differentiator – a skill that can fast-track your success in PPC.

While automation and algorithms dominate many aspects of paid search, the ability to craft compelling, human-centered language is a rare and invaluable asset.

As a senior strategist, my days are consumed by high-level strategy, budget allocation, and stakeholder management. 

By the time I’ve finalized a campaign framework and gotten sign-off, I’m often mentally exhausted. 

Expecting me to then conjure up brilliant ad copy? Not a chance.

That’s where you, as a junior strategist, have an opportunity.

Don’t underestimate the power of strong ad copy – and the brainpower it takes to write it.

It’s more than just clever writing; it’s about understanding the target audience, conveying value propositions, and driving meaningful action.

A junior strategist who consistently delivers persuasive, high-converting copy is a godsend. 

It’s an immediate way to prove your worth, become an indispensable team member, and accelerate your career growth.

So, hone that skill, embrace those copy templates and sitelink assets, and watch the doors swing open.

10. Consistent monitoring is key

PPC is an ongoing process – don’t set it and forget it. 

Check your accounts regularly, even if you decide not to make changes.

Think of PPC as tending a garden. You wouldn’t constantly dig up plants, replant them, and add new fertilizers every day. 

Sometimes, the best thing you can do is simply observe, water when needed, and let nature take its course.

The same goes for paid search. 

Regular check-ins, even without immediate changes, give you a deeper understanding of account behavior. 

You’ll develop a sense of what’s normal, what’s not, and when intervention is truly necessary.

This “zen” approach to monitoring allows you to:

• Spot anomalies quickly: If something unexpected happens – a sudden spike in CPCs, a drop in conversions, or a rogue campaign draining your budget – you’ll identify it immediately and take action.
• Anticipate trends: By observing patterns over time, you can anticipate seasonal fluctuations, competitor activity, and other factors that might impact performance.
• Build confidence: The more familiar you are with your accounts, the more confident you’ll feel in your ability to manage them effectively.

Dig deeper: PPC management checklist: Daily, weekly and monthly reviews

11. Budget management: Don’t panic

Budget management is the unsung hero of successful PPC campaigns – and it’s a great entry point for junior strategists to make a real impact.

Mastering this skill isn’t just about number crunching; it’s about understanding how Google Ads allocates budgets across campaigns and over time.

Familiarize yourself with the nuances of daily and monthly budgets, and remember the crucial 30.2-day rolling average that influences spending patterns. 

Avoid making impulsive daily adjustments. Instead, adopt a strategic, data-informed approach.

Explore the budget management tools and scripts available within the platform. 

These resources can automate tasks, provide insightful visualizations, and help you maintain spending targets.

By taking ownership of budget management, you’ll free up senior strategists to focus on higher-level tasks while gaining invaluable experience in a core aspect of PPC. 

It’s a stepping stone to mastering campaign strategy and essential to keeping accounts from over- or underspending.

Dig deeper: PPC budgeting in 2025: When to adjust, scale, and optimize with data

12. Beware of account overload

As a junior strategist, it’s easy to fall into the trap of account overload – especially in agency settings.

You might be pressured to juggle 40–50 accounts simultaneously, with the promise of rapid experience gain. 

However, this is a recipe for burnout and subpar performance.

While the ideal number of accounts depends on their complexity, spreading yourself too thin inevitably compromises quality. 

When you’re overwhelmed, strategic thinking and in-depth analysis suffer. 

You’re forced into reactive mode – checking boxes and putting out fires – instead of proactively optimizing campaigns for maximum impact.

Your value lies in delivering insightful, data-driven strategies, not just completing tasks. 

Advocate for a manageable workload that allows you to master the craft and provide exceptional client service.

Final thoughts

Navigating the world of paid search can feel like traversing a constantly shifting landscape – but with the right mindset and a commitment to continuous learning, you can thrive.

Success in PPC isn’t about blindly following trends or succumbing to platform pressures. It’s about:

• Cultivating a data-driven approach.
• Questioning assumptions.
• Understanding the nuanced interplay between strategy, creativity, and human psychology.

As you embark on your paid search journey, embrace the challenges and celebrate the victories. 

Never stop questioning, testing, and refining your approach.

Most importantly, remember that your value lies in delivering insightful, impactful solutions that drive meaningful results for your clients. 

So, keep learning, growing, and pushing the boundaries of what’s possible in the ever-evolving world of paid search. 

You’ve got this!