Smart bidding for marketers: Why AI-⁠powered data is your edge

By Madelyn Sullivan
26 Mar 2025

6 min read

Smart bidding isn’t just a buzzword. It’s the key to unlocking higher ROAS, greater efficiency and more time to focus on what really matters. However, if you’re still relying on surface-level campaign metrics or only feeding your AI platform half the story, you’re leaving money on the table.

That’s exactly what Infinity’s Matt McGillicuddy and Open Partners’ Michael Leppan unpacked in a recent webinar: “Power Up Your PPC with AI: A Data-Driven Formula for Maximum ROAS.”

Let’s break down the biggest takeaways and show you how to turn AI into your most powerful performance ally.

Free webinar

Power up your PPC with AI

A data-driven formula for maximum ROAS

The third wave of transformation: AI takes center stage

According to Michael, AI marks the third seismic shift in digital marketing — right after the rise of the internet and programmatic. But unlike the past, this isn’t just about automation. It’s about redefining optimisation, decision-making, and measurement.

The kicker? Those who integrate AI effectively will leave the competition behind. But it takes more than just flipping a switch. You need structure. You need planning. And most of all, you need the right data.

Smart bidding with AI: The myth of the magic fix

Let’s bust a common myth: AI won’t fix your PPC overnight. Many marketers either underestimate how much AI they’re already using (hello, Performance Max) or overestimate what it can do without the right inputs. The reality is, smart bidding with AI works best when it's woven into your strategy, and not tacked on at the end.

The secret sauce is simple:

Clear goals
High-quality data
Tight integration with your existing workflows

Free resource

Power up your PMax Performance

Improve lead quality from paid search

Data is your most valuable player (and your biggest blocker)

AI isn’t the challenge—bad data is. According to Salesforce, poor data quality is one of the biggest reasons AI fails in marketing. In fact, one in three marketers are unhappy with the results they get from AI, and this is largely why.

Michael nailed it: "Many brands think they have a media problem. But nine times out of ten, it's a data problem." That means AI algorithms are often optimising for the wrong outcomes, wasting budget, and killing performance.

Here’s what to fix:

Stop feeding AI low-value or incomplete signals
Start integrating offline data, like qualified phone calls
Use tools like Smart Outcomes to identify what really drives conversions

Free resource

Smart Outcomes product guide

for marketers

Real-world example: 60% of conversions were noise

Here’s a stat that’s pretty shocking:

One of Open Partners’ large clients discovered only 40% of their calls were qualified leads - the rest? Noise. But their bidding strategy treated every call the same. But not all calls are made equal. Some may be general enquiries or service update requests, none of which put money on the table. So why would you spend money driving calls like this?

Luckily, after integrating Smart Outcomes to feed better-quality call data into Google Ads, their performance skyrocketed. Why? Because better inputs drive better outputs. As Matt, our Director of Marketing, always says “garbage in means garbage out!”

Smart bidding is only as good as your goals

If you’re running Performance Max or other AI-driven campaigns, here’s your action list:

Feed in offline conversions, not just digital ones
Create segmented goal types (e.g., high-value calls vs. all calls)
Continuously test which signals actually move the needle

The more context you provide, the better your smart bidding strategy performs.

Building the AI feedback loop for PPC

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Don’t let competitors eat your ROAS

If you’re still using limited data, relying solely on digital signals, or treating AI like a plug-and-play tool—you’re giving your competitors the edge.

But it doesn’t have to be complicated.

Smart Outcomes integrates seamlessly into your PPC platforms, unlocking powerful offline insights and boosting campaign performance—often in just a few clicks.

Watch the full webinar on-demand

Want to dive deeper? Hear directly from Matt and Michael as they share live examples, practical frameworks, and tactical advice to take your PPC strategy to the next level.

🎥 Watch the webinar now and discover how to supercharge your smart bidding strategy with AI.