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Wake Up Call: How to protect your PPC performance in an AI-driven search landscape

BCI Webinar

28th Aug 2026

8:30am

-

9am

Online

News

>by Bristol Creative Industries

AI overviews have fundamentally changed the search results page, and if you’re running paid campaigns, you’re already feeling it. Less ad real estate, rising CPCs, and a level of query volatility that makes planning feel like guesswork. But while the challenges are real, so are the opportunities – if you know where to look.

This session with a former strategist at Google UK cuts through the noise to give you a clear-eyed view of what AI search means for biddable media right now, and, more importantly, what you should actually do about it.

We’ll cover:

  • What AI overviews are doing to paid search performance – the data behind the headlines
  • Why higher CPCs don’t have to mean worse returns
  • How to set campaigns up to appear within AI summaries
  • Moving from keyword targeting to intent and context, and how to use Google’s own AI tools to do it
  • When to fight for paid visibility and when to let SEO do the heavy lifting
  • Where to look beyond Google search to maintain reach and efficiency

Bristol Creative Industries members can register here

This webinar is exclusively for BCI members. It’s one of many benefits you get by joining the community. Not a BCI member? Read more about the benefits and join here.

Who’s it for?

This session is aimed at anyone managing or overseeing Google Ads activity who wants to navigate the shift to AI-driven search. It’s equally relevant for agency teams advising clients on paid media strategy, and for in-house marketers looking to evolve their approach.

About Dan:

With 20 years of experience, Dan is an expert in delivering digital marketing strategies for brands across paid and organic channels. He has a wealth of knowledge from his time at Google UK as a strategist, as well as leading agency digital marketing teams at McCann, Experian, Bray Leino and Mentor Digital.

Dan has worked with a diverse range of clients and industries, including eBay, Amazon, John Lewis, Flybe, Brittany Ferries, English Heritage, Goodyear, Fasthosts, Yeo Valley, Pret a Manger and many more.

> Connect with Dan on LinkedIn

> See Mentor Digital’s BCI profile here

More about the Wake Up Call webinars

The online sessions take place every other Friday morning from 8.30-9am, and allow BCI members to share their knowledge with fellow members.

The webinars are a 15/20 minute presentation followed by a 10/15 minute Q&A. The sessions are a mix of expert tips and case studies – the perfect opportunity to learn something new before the week is out.

The webinars are exclusively for BCI members. They are one of many benefits you get by joining the community. Not a BCI member? Read more about the benefits and join here.

Please get in touch with Dan if you’re a BCI member and you’re interested in presenting on a future webinar.

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About Bristol Creative Industries

Bristol Creative Industries is the membership network that supports the region's creative sector to learn, grow and connect, driven by the common belief that we can achieve more collectively than alone. 

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