Watch the video version: https://youtu.be/pd3_0RNn0Ng

In this episode of PPC Town Hall, host Frederick Vallaeys (CEO & Co-founder of Optmyzr) sits down with Amy Hebdon, founder of Paid Search Magic and one of the most influential PPC experts in the industry.Amy brings 20+ years of hands-on experience in paid search and shares her perspective on how Google Ads and PPC have evolved—especially in the age of automation and generative AI. Together, Fred and Amy dive into critical topics like:- The evolution of “magic” in PPC—from manual optimizations to AI-driven automation.- How Google’s reduced transparency (e.g., limited search term visibility) impacts advertisers.- Balancing control vs. automation: when to trust AI, and when to push back.- How to use AI tools like GPT for persona research, ad copywriting, and client communication.- Crafting ads that qualify the right clicks—and intentionally discourage the wrong ones.- Demand Gen campaigns, influencers, and founder-led marketing as part of modern PPC.- The future of ads in an AI-first search experience (AI overviews, Perplexity, Claude, etc.).- Why authenticity and human connection matter more than ever in advertising.If you’re an advertiser, agency, or marketer trying to navigate the shift to AI-driven PPC, this episode will help you balance innovation with control.Check out Paid Search Magic: https://paidsearchmagic.podia.com/Follow Amy here: https://www.linkedin.com/in/amyhebdonFollow Fred: https://www.linkedin.com/in/frederickvallaeys/► Get actionable PPC tips, strategies, and tactics from industry experts twice a month: https://www.optmyzr.com/ppctownhall/?utm_source=youtube&utm_medium=video&utm_campaign=townhall ► Make your PPC management less complex with Optmyzr's tools. Start a 14-day free trial today: https://tools.optmyzr.com/info/signup?utm_source=youtube&utm_medium=video&utm_campaign=townhall