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On the twelfth day of Christmas Infinity said to me... well, quite a lot actually. Analysts, marketers, award winners... we’ve spoken to them all, and we’ve made some pretty cool discoveries of our own. As it’s a season of giving, we thought we’d round up some words of wisdom taken from some of the best minds in the game.
Want to go into more depth? We love a curious mind, so if anything piques your interest, we’ve linked all the eBooks, blogs, and webinars so you can dig a little deeper.
Whether you’re already tucked up with your eggnog or still sipping your morning coffee, take five minutes to check out some of the wisest words of advice from our content over the last year.
1 Understand your new user journeys
You wouldn’t send a Christmas card to your friend’s old house, so why should your marketing focus on obsolete customer journeys?
At our recent PPC fireside chat, Simon from Microsoft AI highlighted how new behaviors will ensure that your content and advertising need to be useful, engaging, and driving traffic at all stages of the funnel.
Understand how the conversational journey is evolving as consumers discover new AI tools and learn how to use them. Consider how to meet the user at different phases across their search and discovery.
Simon Jacobson | Director of Partner Development, Microsoft AI
PPC success stories & 2026 predictions
2 LLM visibility becomes even more crucial
Your newest traffic source has already arrived! Our research showed that 90% of Infinity clients received traffic from AI chatbots in the first half of 2025 alone.
Early adopters in the B2B space drove the early spike in traffic. B2C brands soon picked up, though, as consumers became more comfortable in “ChatGPTing it”. All the more reason to ensure your pages can be picked up by curious answer seekers across all channels.
Traffic to company websites from AI chatbots leapt by a staggering 1037% in the space of a year from mid-2024 to mid-2025
Andy Vale | Product Marketing Manager, Infinity
3 Start your AI journey with a focus
Everyone knows AI matters for business, but not everyone knows how to start using it. Let us help.
Our eBook on leveraging AI with the help of Google gave us five key tips on how to get started if you’re new to implementing AI into your digital targeting. All are worth checking out, but we felt the advice on honing in on the key performance metrics was a crucial one to remember when truly assessing what’s working.
Understand how the conversational journey is evolving as consumers discover new AI tools and learn how to use them. Consider how to meet the user at different phases across their search and discovery.
Simon Klaus | Head of Search Ads 360 Sales – EMEA, Google
Leverage AI with the help of Google
4 Find solutions that help with the heavy lifting
Conversations matter, but do you have the time to listen to millions of them every month?
When developing Smart Outcomes, we realized it could cut through hours of recordings and simplify call data in a usable way.
What once took days of manual listening every month is now done automatically and can be fed into bidding engines. How else can AI help with your manual challenges and get you to usable insights faster?
Taming large data sets and acting on insight fast has always been a challenge. Using AI to remove this barrier will enable more marketers to take this step and improve performance without the need for dedicated data science resource.
Daniel Wilkinson | Chief Customer Experience Officer, Infinity
Smart Outcomes product guide
for marketers
5 Rigorously test your measurement framework
Earlier this year, we hosted a fascinating chat packed with actionable takeaways on campaign planning.
Before beginning a campaign, it’s tempting (but also very important) to get excited about the creative and messaging. But it’s also vital that you make sure you’re able to capture all the touchpoints that matter throughout the whole funnel.
What’s the connection between where you make your money and the top of the funnel? Starting at the creation of the measurement framework will help show you where you have black spots, where you don’t have the granularity and visibility on metrics that you may require to complete the customer journey map.
Dev Gahir | Digital Integration Director, PHD
Top tips for campaign planning
From strategy to success
6 Use audience data as an instant focus group
When your audience speaks, are you listening?
When we spoke to Meta about boosting social media performance with AI tools, many practical steps and tools you could use were covered. But this one is relevant even without the use of any AI.
Invest time into understanding what your audience looks at on the platforms. What are they talking about? What are their interests? You should be doing this before you even start thinking about your creative.
Russel Pert | Group Director, Meta
Boosting social media performance with AI
A mini guide for marketers
7 Use AI as your partner, not your replacement
Is AI going to take your job? The panellists on our 2026 PPC fireside chat don’t think so.
While it has lots of uses, human intuition, creativity, and effort can’t be replicated. Clients and customers still respond to the human, so don’t lose that unique element.
Don’t be lazy, use AI as a lever, not a shortcut. It can do a lot, but customers don’t want to feel like you’ve just copied and pasted an answer to them.
Meg Wilson-Taylor | Operations Director, Circus PPC
8 Keep on the ball
Our webinar looking ahead at the year took time to focus on PPC tactics that genuinely delivered great results in recent campaigns.
Seeing how thoughtfully analyzing what’s working and reacting to it showed the importance of an informed, engaged PPC team in delivering results.
The days of setting and forgetting campaigns are over. Constant monitoring and adjustment are essential to stay ahead.
Wes Parker | Co-founder, DemandMore
9 Connect high-value conversions back to your bids
Demi Falzon wasn’t the rising star of the 2024 Paid Search Awards for no reason.
On our recent PPC fireside chat, she showed many examples of newer thinking.
Instead of asking how to get cheaper clicks, ask how to make every click worth 10x more. Focus on value, taking on high-quality conversions from CRM systems and ask platforms to focus on those.
Demi Falzon | Account Manager, Passion Digital
If you’re converting sales over the phone, learn how Smart Match can feed revenue into your bidding engines to optimize specifically for higher value conversions.
10 Don’t get distracted by party tricks - focus on what’s moving the needle
As developers of AI technology, we focus on building solutions to solve real challenges. But this applies to other businesses in other industries too.
When discussing PPC trends across the year, Rosanna from Motorpoint highlighted the importance of keeping your AI work focused on the metrics and tasks that drive business objectives.
AI can do a lot, but it’s crucial to set the right guardrails to ensure your campaigns align with your overall business objectives.
Rosanna Hansford | Head of Paid Media, Motorpoint
Ultimate guide to paid media optimisation
11 Unique metadata delivers results
If you’re the 7th brand someone has seen promising “the best deals on the best products” then you’re not giving them a reason to pick you. The tech may change but the core principles of marketing don’t, we’re still drawn to things that stand out.
Competitor analysis always remains relevant. In PPC and search, the variant that wins is often what nobody else is doing. So understanding how to convey a unique voice is crucial.
Chris Johnson | Founder, Harmonic Edge
12 No tech is an island...
AI can transform all stages of the funnel, but it’s not a magic button. How you work it into your processes and the quality of data you feed it will make all the difference.
The most common error I see when people start experimenting with AI is they expect it to work in isolation, but there’s a learning curve you need to go on to make it happen. When you understand it’s there to augment a process, that’s when it really flies.
Matt McGillicuddy | VP of Marketing, Infinity
Accelerating lead generation with AI
Smart Insights report
See you in the new year!
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