In this episode of the Paid Media Lab podcast, we’re joined by Inny Vaiciute to break down how to outsmart rising CPCs with smarter PPC account structure - covering strategy, segmentation, and common mistakes that drain budget.

As Senior PPC Manager at Circus PPC, Inny manages high-performing campaigns across ecommerce and lead gen - blending creative problem-solving with data-driven decision making to consistently drive results.

In this episode, we explore everything from campaign type selection and geographic setup to the death of SKAGs, when to segment ad groups, and how to feed the algorithm the cleanest possible data.

If your CPCs are spiraling and you need to make every click count, this is your playbook.

Timestamps:

0:00 - Intro

1:59 - Inny’s key focuses in PPC right now

3:32 - Why does account structure matter with high CPCs?

5:04 - Common account structure issues that inflate costs

7:27 - How to decide when to segment campaigns

9:27 - Blending campaign types to keep costs down

12:36 - Pros/cons of Demand Gen campaigns

14:45 - Single keyword ad groups vs Themed ad groups

17:19 - Structuring campaigns around funnel stages

20:22 - How geographic campaign structuring affects CPCs

22:54 - Predicting campaign changes / Google performance planner

26:14 - Final thoughts

Prefer watching over listening? Subscribe to Lunio's YouTube channel to get full-length video episodes:

https://www.youtube.com/@lunio.ai

Get more free PPC tools, webinars, and resources at:

https://www.lunio.ai/resource-library

In this episode of the Paid Media Lab podcast, we’re speaking to Teodor Yordanov about how to master local campaigns in Google Ads - covering best practices, real-world strategies, and the common pitfalls to avoid.

Very few marketers understand how to bridge the gap between digital campaigns and physical store visits like Teodor Yordanov, Senior Paid Media Director at Book Up Media and Marketize Me.

With over £100M in managed ad spend and deep experience across retail, ecommerce, and travel, Teo shares the exact tactics he uses to drive high-intent foot traffic at scale.

In this episode, we explore everything from store visit attribution and local inventory ads, to Teo’s postcode-based location targeting method - and the exact campaign structure that delivered a 210% MoM increase in store visits.

Timestamps:

0:00 - Intro

3:07 - Teo’s Google Ads generic search term script

5:00 - What are local store visits in Google Ads

6:50 - Why use Google Ads to drive in-store traffic?

8:32 - What are Local Inventory Ads & why are they effective

12:05 - Inefficiencies with location targeting for LIAs

13:48 - Teo’s advanced postcode targeting tool

16:50 - How to optimize local store visit campaigns

20:01 - Case study: 210% MoM increase in store visits

22:35 - Final thoughts

Prefer watching over listening? Subscribe to Lunio's YouTube channel to get full-length video episodes:

https://www.youtube.com/@lunio.ai

Get more free PPC tools, webinars, and resources at:

https://www.lunio.ai/resource-library

In this episode of the Paid Media Lab, we’re joined by Kirk Williams - founder of ZATO Marketing, TEDx speaker, and 2025’s 3rd most influential PPC expert - to break down exactly how to optimise PMax for eCommerce success.

Whether you’re managing a single-product Shopify store or a large multi-brand catalogue, Kirk’s advice will help you turn underperforming PMax campaigns into high-performing ROI machines.

Timestamps:

0:00 - Intro

3:55 - How PMax differs from other campaign types

6:29 - PMax campaign structures for shopify stores

13:57 - Feed optimization best practices

19:33 - How to get more insights from PMax

22:01 - Driving the most revenue from PMax

26:54 - Final thoughts

Prefer watching over listening? Subscribe to Lunio's YouTube channel to get full-length video episodes:

https://www.youtube.com/@lunio.ai

Get more free PPC tools, webinars, and resources at:

https://www.lunio.ai/resource-library