AI is redefining paid search, not just through automation, but through changing search behaviour. With AI Overviews and AI Mode, users shift from short keyword queries to conversational questions, and Google increasingly decides which answers and ads appear. Performance Max, Broad Match and AI Max push this algorithmic approach even further.

For PPC managers and digital leaders, this creates both uncertainty and opportunity. Visibility moves into AI-generated surfaces, and control over placements continues to shrink.

In this talk, Cindy shows how advertisers can regain strategic control in an AI-first search landscape: from feeding the right signals into Google’s systems to steering campaigns with structured testing and clear decision frameworks.

Most businesses lose money every day. Not because their ads are bad, but because their data is. Poor tracking feeds weak signals into ad algorithms, leading to missed conversions and wasted spend. In this practical session, Anni shows how to turn messy data into a performance driver by fixing the foundation that trains your ad algorithms. Through real advertiser case stories, you’ll see what was broken, what was changed, and how stronger signals translated into measurable gains in conversions and ROAS.