How to optimize value-based bidding for lead gen in 2025 (w/ Scott Carruthers) | S1, EP6

In this episode of the Paid Media Lab podcast, PPC expert Scott Carruthers about value-based bidding and the key optimization points for PPC campaigns.Scott is a widely respected voice in the paid media industry, sharing valuable tips, scripts, and insights for his thousands of LinkedIn followers.Scott is also Head of PPC at Journey Further, spending well over a decade crafting and executing award-winning search marketing campaigns for leading brands around the world. With overall conversion value proving increasingly important for performance marketers due to tightening budgets and greater expectations, we spoke to Scott about his take on a more value-driven approach to campaigns. He ran us through his methodology on lead volume vs. lead quality, his step-by-step guide on switching to a more value-based approach, what to consider when choosing optimization points to aim for, and a whole lot more--including: Timestamps:00:00 - Intro

02:00 - Google's Power Pair: Implications going forward

05:04 - Optimization points in PPC: Why they’re important

09:01 - Factors to consider when choosing optimization points

12:25 - Adopting a value-based approach

16:51 - Case study: Using availability and competitor data

20:00 - Defining conversion points, leveraging AI, and refining PPC

21:38 - New user signals incorporated into broad match

23:08 - Final thoughts / outro

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