4 PPC Trends to Watch Closely in the Second Half of 2025

The PPC landscape continues to evolve rapidly, and if you want your digital strategy to stay ahead, you need to track more than just AI updates. As we enter the second half of 2025, marketers face rising ad costs, shifting platform features, stricter privacy standards, and new AI ad formats that demand fresh strategies.

Whether you’re running ads on Google, Meta, or LinkedIn, here are four critical PPC trends you should be watching right now—and actionable steps you can take to keep your campaigns sharp and cost-effective.

1. Engagement Costs Are (Way) Up

The cost of running ads is surging across platforms, and it’s not slowing down. From our analysis of client campaigns:

• Google Search CPCs are up 45% compared to 2024.
• LinkedIn shows a staggering 209% CPM increase and 147% CPC increase year-over-year.
• Meta (Facebook/Instagram) follows with 106% CPM and 64% CPC increases.

With these spikes, advertisers must double down on efficiency. That means:

• Sharpening your targeting with tighter audience segments.
• Aligning messaging more closely with funnel stages.
• Disabling wasteful settings (like Google Search Partners or Meta’s Audience Extensions).

Pro tip: Build smarter budgets using real-time performance data, and don’t hesitate to scale back or pause campaigns that aren’t converting efficiently.

2. Google Is Releasing Valuable (Non-AI) Features

Amid all the AI hype, Google quietly rolled out some genuinely helpful updates in H1 2025, including:

• Enhanced Performance Max reporting by channel, device, and search terms.
• Easier incrementality testing for cleaner measurement.
• A new server-side tag gateway for improved data accuracy and insights.

These upgrades give marketers more visibility and control—critical assets when ROI is on the line. However, the need remains for better messaging-level insights, so advertisers can see exactly what’s resonating with users.

3. Privacy and Regulation Are Heating Up

While third-party cookies haven’t disappeared yet, Google’s evolving stance is a clear signal: the privacy-first era is here.

What this means for advertisers:

• Consent management must be a priority.
• First-party data should be collected, organized, and used ethically.
• Over-reliance on third-party data will lead to blind spots and possible non-compliance.

Expect smaller retargeting pools and less precise attribution models. The winners in this environment will be the brands that adapt quickly and build campaigns around trust, transparency, and user-permissioned data.

4. AI Mode and AI Overviews Ads Are Changing the Game

Now let’s talk AI. Google’s launch of AI Overview Ads and AI Mode is redefining what search ads look like—and where they appear. These features are still in early stages, but they’re already:

• Altering search real estate (traditional ad spots are shifting).
• Obscuring performance tracking in some areas.
• Forcing advertisers to rethink user intent and behavior.

Marketers will need to closely monitor this evolving landscape and adapt creative and bidding strategies accordingly. Don’t ignore the early warning signs—prepare now.

What Advertisers Can Control in H2 2025

There’s plenty we can’t influence—rising costs, new laws, and platform changes—but you can still steer your strategy with precision. Here’s what to focus on:

• Eliminate budget waste with tighter campaigns and performance audits.
• Future-proof your data by investing in cookie-free measurement tools.
• Test new features and leverage beta tools where possible.
• Observe shifts in user behavior and explore new ways to engage meaningfully.
• Foster strong internal knowledge sharing to keep your team aligned and up to date.

PPC success in late 2025 will come down to adaptability. Monitor these trends closely, lean into what’s working, and be ready to pivot. The future of paid media is shifting fast—don’t get left behind.

At Earn SEO, we specialize in helping businesses navigate complex PPC landscapes with data-driven strategies tailored for performance and ROI. As experienced PPC consultants in NYC, we stay ahead of rising ad costs, AI-driven changes, and evolving privacy regulations—so you don’t have to. Whether you’re looking to optimize your Google Ads, audit your current campaigns, or future-proof your paid media strategy, our team is here to help. Let’s talk results—contact us today for a custom PPC strategy that works.