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Friends of Search 2025 > From Chaos to Control: Building Smarter PPC Account Structures in 2025
Internationally acclaimed speakersPrestigious award showDrinks & Bites12th edition

From Chaos to Control: Building Smarter PPC Account Structures in 2025

Sam Tomlinson

14:35 - 15:05

As automation expands and platforms reduce manual controls, PPC marketers face rising CPCs and CACs with fewer ways to curb wasted spend. In 2025, mastering account structure is critical to driving efficiency and performance. This session explores key PPC structures, and their strengths and limitations. Learn how to integrate new targeting options to build intent-driven campaigns and how different structures interact with automation. Discover strategies to prevent automation from overspending while ensuring your campaigns adapt and scale effectively. Gain practical insights on using scripts and rules to stay in control and maximize performance in an evolving PPC landscape.

Sam Tomlinson

Executive Vice PresidentWarschawski

Sam Tomlinson combines expertise in finance, economics, business, and marketing to drive real business impact. As EVP at Warschawski, he leads strategy and the agency’s award-winning digital and analytics teams. His unique blend of financial, operational, and marketing expertise fuels strategies that challenge norms and uncover opportunities. Sam is also a Managing Partner at W Ventures, an advisor to startups, and a faculty member at Johns Hopkins, Georgetown, and Cabrini.

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