AI in B2B Marketing and what the future holds for PPC & SEO

Kyle Headland | 4 June, 2025 | 5 minute read | Blog, Digital Marketing, PPC, SEO

“Search is dead! AI has killed PPC and SEO — what does AI mean for B2B marketing?” I hear you cry.

In this article, we will look at how AI is changing search. We will also discuss how it is reshaping SEO and PPC strategies.

Finally, we will explore how B2B businesses can stay ahead. But fear not — AI hasn’t come to make your marketing obsolete. Instead, it reflects the reality that search habits have fundamentally changed.

Gone are the days of relying solely on exact match keywords in Google Ads or keyword stuffing your blog posts to rank. In the age of AI, success in B2B marketing requires a new approach rooted in trust, helpfulness, and adaptability.

In this article, we’ll explore how AI is transforming search, reshaping SEO and PPC strategies, and how B2B businesses can stay ahead.

It might feel like traditional search is dying — but really, it’s evolving. AI integration across platforms like Google and ChatGPT is creating more conversational, context-aware search experiences.

We’re seeing a shift towards voice queries, zero-click results, and more human-like phrasing:

Before AI: “B2B digital marketing agency London”

Now: “Top-rated B2B agencies in the UK that specialise in LinkedIn lead generation”

The user expects curated, intelligent answers. Google’s AI Overviews and Gemini integrations are designed to meet this demand. And while this may reduce clicks for informational searches, it increases conversions from high-intent users.

To address concerns about declining ad visibility, consider this: Google generated $273 billion in ad revenue in 2024 and projects nearly $300 billion in 2025 according to Statista. They’re not eliminating ads — they’re evolving them. Ads are now being embedded directly in AI-powered search experiences, as confirmed at Google Marketing Live 2025.

AI is not here to penalise marketers — it’s here to reward quality.

With tools like Performance Max, AI Max for Search, and Responsive Search Ads in Google Ads, AI enables advertisers to serve tailored messaging to users at the exact right moment. These tools analyse user intent, context, and behaviour to ensure that ads are timely, relevant, and effective.

For SEO, AI prioritises helpful content. Pages that offer direct answers, real experience, and trustworthy authorship are now surfaced more often. This is Google’s EEAT principle (Expertise, Experience, Authoritativeness, Trust) in action — and AI is the engine pushing it forward.

EEAT isn’t new, but its importance has increased in the AI era. AI algorithms now assess more than just keywords — they look for:

• Author bios and credentials
• Schema markup and structured data
• Real-life experience and case studies
• Genuine signals of trust and authority

If your content answers questions clearly, uses structured data, and includes proof of expertise (like testimonials and success stories), AI will help elevate it.

For lead generation, this means showcasing experience is key. Highlight client results. Include first hand insights. Make your content human.

Read more on how Google AI Mode is changing search and how well-structured SEO can make sure you’re not left behind here.

Tactical Advice for B2B Digital Marketing in the Age of AI

SEO and PPC are still distinct — but they must now work together more than ever. Here’s how B2B marketers can adapt:

PPC

1. Consolidate campaigns for easier AI optimisation.
2. Use broad match with strong negative keyword lists.
3. Leverage AI-powered bidding to capture emerging queries.
4. Align landing pages tightly with user intent for higher quality scores and better ad positions.

SEO

1. Move from keyword matching to semantic relevance.
2. Use content topic clusters to signal depth and authority.
3. Implement structured schema to enhance AI understanding.
4. Create helpful, experience-rich content to appear in AI Overviews.

Read here for more information on why SEO and PPC are essential for B2B niches

AI isn’t replacing marketers — it’s raising the standard. It eliminates low-quality tactics and elevates content that’s genuinely helpful.

Search features like AI Overviews and Search Generative Experience (SGE) are designed to deliver fast, accurate information. But they still depend on quality inputs: clear messaging, trustworthy content, and user-aligned experiences.

The marketers who will thrive are those who adapt.

The rules of the game have changed — but the game is still winnable:

• SEO is no longer about isolated keywords; it’s about thematic authority.
• PPC isn’t just about keyword matching; it’s about intelligent, AI-optimised reach.
• Content must be built on value, not volume.

AI may reduce clicks on weak content, but that’s good. It’s a forcing function for quality. And for those who evolve, the opportunity has never been greater.

Staying visible with the introduction of AI is now more important than ever. Schedule a discovery call with ROAR, or find out more about our PPC and SEO services, as we actively adapt with AI.