Smarter Search Strategies: Diversifying Ad Platforms in the Age of AI

In today’s AI-powered landscape, relying solely on Google Ads means leaving performance gains on the table. This deck from my Hero Conf session explores how advertisers can future-proof their paid search strategy by embracing platform diversification — with a spotlight on Microsoft Ads.

From lower CPCs and unique audience targeting to AI-driven features like ChatGPT in Bing, we’ll break down the strategic advantages of going beyond Google. You'll see real-world examples, actionable tips, and a framework to build synergistic campaigns across platforms — all while staying privacy-conscious and cost-efficient.

Whether you're running search for an eCommerce brand, agency, or charities, this session will give you the tools to unlock the limitless potential of smarter, more resilient search marketing.

As promised in my talk, feel free to reach out for a free consultation. See you at my clinic Serge – Your PPC Doctor.
https://yourppcdoctor.com/
#PPCStrategy #MicrosoftAds #HeroConf2025 #SearchMarketing #YourPPCDoctor

Transcript

1. @serge-nguele Speakerdeck.com/yourppcdoc
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6. ’’A comfort zone is a beautiful place, but nothing ever grows there.” #brightonSEO
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12. Microsoft AI & Copilot... 50% growth in usage quarter-over-quarter 38% of users report discovering new brands through AI-powered search 20% of Bing searches now involve AI interactions #brightonSEO
13. Google AI & Search Generative Experience (SGE) Lower impressions Higher competition for ads Lower clicks #brightonSEO
14. With AI-powered search reshaping user behaviour, we need diversification to stay competitive. #brightonSEO
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22. Google Ads – Avg. CPC $19.24 Microsoft Ads – Avg. CPC $1.19
23. A B2B Software Company. Rising competition & higher costs on Google Ads. LinkedIn Targeting Challenge Microsoft Ads 15% Increase In Conversions CPC Lowered by 12% Better results at a lower cost #brightonSEO
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35. “Advertisers using Microsoft Ads can still target users effectively, but with data that’s more reliable & legally compliant than third-party tracking.” - Veronika Höller #brightonSEO
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37. A PPC Neurologist’s Prescription – The 3-Step Plan Are you too dependent on Google? Diagnosis: The single channel syndrome Start small. Test Microsoft Ads against Google Treatment – Activate the right hemisphere Combine Google & Microsoft Ads for a smarter search strategy. Scale & refine cross-channel synergy 1 2 3
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40. THANK YOU. I’m Serge Your PPC Doctor let’s keep the conversation going: + yourppcdoctor.com