Live on Wednesday 30th July at 11:00am (BST)
AI and automation are transforming paid search, promising smarter, easier campaigns. But for B2B brands with complex buying journeys, real success still depends on human strategy.
While smart bidding, broad match, and AI-powered targeting can drive scale and efficiency, they can also waste budget, dilute messaging, and misalign with your actual sales goals—if left unchecked.
In this live panel discussion, Common Ground’s experts will explore how to get the best out of AI-powered PPC without handing over the keys. You’ll learn why B2B marketers need to pair automation with strategic oversight to truly deliver ROI.
Whether you’re running paid media in-house or leading an agency team, this session is packed with insights to help you build campaigns that perform in the AI era.
What You’ll Learn
- How AI is changing PPC management—from smart bidding to automated targeting
- The real risks of over-automation in B2B campaigns
- Feeding the machine the right inputs: smarter keyword planning, audience segmentation, better ad copy
- Aligning AI-powered PPC with complex B2B buying journeys
- Proving ROI to leadership with campaigns that align with pipeline goals
Our Speakers
- Sam Searle – Head of Digital, Common Ground
- Matthew Taylor – Co-founder & COO, Common Ground
- Jamie Adams – Marketing Manager, Common Ground (Host)
Who Should Sign Up
- CMOs, Marketing Directors, Heads of Digital in B2B organisations
- Paid Media Leads, Growth Managers and Digital Marketing Specialists
- SaaS and service-sector brands looking to maximise paid search ROI
- Agency leaders advising B2B clients on search strategy
Why Register
- Get expert, practical insight on combining AI automation with human strategy
- Learn how to avoid wasted budget and misaligned targeting
- Walk away with actionable next steps to improve your PPC performance
- Receive the full recording after the event to share with your team
Frequently Asked Questions
How long is the webinar?
The session is around 30-45 minutes, including time for Q&A
Is the webinar live?
Yes – but attendees will receive a recording, available on demand, so you can watch at a time that suits you.
Do I need to install anything?
No – the webinar is hosted on Zoom and can be accessed via your browser.
Will I get a copy of the slides or recording?
Yes – you’ll receive the full recording and any supporting materials after registering.
Is this relevant for in-house teams or agencies?
Both. The insights are tailored for in-house marketers but equally valuable for agencies supporting cybersecurity clients.
Connect
More about the author
Sam Searle
Head of Digital
Common Ground’s longest-serving employee, Sam spearheaded our PPC efforts alone for years, before eventually building her team and becoming head of all digital operations in the business. Sam still lives and breathes PPC, and has a hand in all of our paid work.
