PPC Live #21 (London)
2 warehouse, Nicholls & Clarke, 1 Fleur De Lis Psge, London E1 6RB, UK
29/07/2026
"The PPC Live event was an incredible experience from start to finish. "
Confirmed speakers – Senior Paid Search Director Scott Carruthers, Google Ads Trainer & Coach Charlotte Osborne, Head of Programmatic, Harriet Fitzgerald, Head of Demand Generation Veronika Holler
Our speakers are a mixture of those who have been speaking for many years, who have set up their own amazingly successful events, as well as brand new faces to the speaking stage and all fantastic experts.
Come to the event where you will learn lots from fellow practitioners who are trying to stay ahead of the ever changing industry and also contribute to the fantastic discussion – adding your “it depends” point of view.
SPONSORED BY
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PPC Live #21 is sponsored by ShoppingIQ, Jyll’s Inside Google Ads and Opteo
Want to connect with event attendees, even before the event? Join our PPC Live Chat Slack and make friends & chat about PPC struggles before the awesome event day arrives.
Past Attendees
Some of the past attendees we’ve loved hosting!
Agenda
01:30 PM - 02:00 PM
Arrival and drinks
02:00 PM - 02:15 PM
Introduction to PPC Live from Anu
02:15 PM - 02:35 PM
Talk 1 - Future proofing your role in PPC through a shift in mindset
Scott Carruthers
02:35 PM - 02:55 PM
Talk 2 - Priming the Search: The Programmatic Path to Search Efficiency
Harriet Fitzgerald
02:55 PM - 03:15 PM
Talk 3 - Before Google Migrates Your DSAs: A PPC Practitioner's checklist.
Charlotte Osborne
03:15 PM - 03:35 PM
Talk 4 - Human + Claude, A new AI workflow for account optimisation
Veronika Höller
03:35 PM - 04:30 PM
Drinks + cake + networking
04:30 PM - 05:00 PM
Panel discussion
05:00 PM
After party
Talk Descriptions
Learn from PPC experts sharing practical strategies, real examples and actionable takeaways.
Future proofing your role in PPC through a shift in mindset
Scott Carruthers
Google Ads has changed massively over the last decade. We’ve gone from manual bidding and tightly controlled keyword targeting to automation, AI, and “keywordless” campaigns where even Google sometimes feels vague about what’s actually happening under the hood. For a lot of PPC professionals, that creates an uncomfortable question: if Google keeps automating the work… where do we add value? This talk explores why the answer isn’t in platform features, workflows, or processes - it’s in problem.
Through practical examples, Scott will show how the role of the modern Paid Search specialist is evolving from campaign operator to business translator: connecting commercial goals, human insight, data, and machine learning to drive better outcomes. Attendees will leave with a clearer understanding of where the real human edge in PPC still exists - and why “the problem is the job.”
The Programmatic Path to Search Efficiency
Harriet Fitzgerald
In this talk, Harriet will demonstrate how to break through the 'performance ceiling' where paid search returns inevitably stagnate. She will introduce the concept of 'programmatic priming' - moving beyond vague awareness metrics to use high-attention channels like CTV and YouTube as proactive drivers for search demand.
Harriet will provide a practical measurement framework for quantifying the 'multiplier effect' of programmatic, moving away from siloed measurement and towards demonstrating how the channel can make the search ecosystem work harder.
Before Google Migrates Your DSAs: A PPC Practitioner's checklist
Charlotte Osborne
Google is migrating Dynamic Search Ads to AI Max, but that doesn't mean you have to go along for the ride without a plan. For campaigns that are already performing, a rushed or unplanned migration could undo months of optimisation work, and right now there are still more questions than answers about how AI Max will behave in practice.
In this session, we'll walk through a practical pre-migration checklist for PPC practitioners - covering what to audit, what to protect, and how to approach AI Max testing in a way that doesn't put your best-performing campaigns at risk. By the end, you'll have a clear, cautious framework for navigating this transition on your terms, not Google's.
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Human + Claude, A new AI workflow for account optimisation
Veronika Höller
Most PPC teams are still working in workflows that were designed for a much simpler system. In our own work, we started running into the same problem: as accounts scaled, we had more data, more automation, and more moving parts - but less clarity. Optimisation became slower, insights were harder to extract, and a lot of time was spent stitching information together instead of actually improving performance. In this session, I’ll show how we addressed this by introducing AI co-workers like Claude directly into our PPC workflows
nstead of treating AI as a separate tool, we started using it as an embedded working layer for structuring accounts, analysing performance patterns, generating hypotheses, and accelerating decision-making. You’ll leave with practical examples of how this setup works in real PPC environments, what changed in our day-to-day execution, and how you can.
About the venue
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