Rethinking Growth in Search Advertising

Description

Video 45 minutes + PDF slides

Rethinking Growth in Search Advertising

In this session, Kirk Williams, recognized as the 3rd most influential PPC expert in the world, explains the limitations of using Google Ads for scaling businesses, emphasizing that search ads don’t create demand, rather they capture it. Kirk provides insights on how to identify when PPC is hitting a growth ceiling, aligning PPC with broader marketing goals, and educating executives on PPC’s ability to scale. His goal is to help businesses spend smarter and build profitably growing campaigns.

Who is Kirk Williams

Kirk is the founder and owner of ZATO, his micro-agency focused solely on Google and Microsoft Advertising, and has been knee-deep in advertising since 2009 when he needed a job (any job!) to get him through his dense post-grad work. In 2025 he was recognized as the 3rd most influential PPC expert in the world by PPC Survey, and is known for his TEDx Talk on Redefining Business Success (success is more than just money). Kirk is respected for his pondering PPC articles across various industry publications including Shopify, Microsoft, Moz, and MarketingLand. He is also an international conference speaker presenting on all things Paid Search (especially Shopping Ads), and has spoken in London, Dublin, Milan, Sydney, as well as many US cities. Kirk has written three books on PPC marketing and agency ownership and loves to teach PPC whenever and wherever he has the opportunity. Kirk currently resides in Billings, MT with his wife, 6 children (yup 6), AMGs, Star Wars LEGO sets, road bikes, Taylor acoustic guitars, books, and probably not as much sleep as he should be getting.

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All speakers are chosen carefully among the best PPC professionals in the world and these videos are recorded exclusively for ADworld Experience (look at the last edition’s speakers).

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