That, alongside the growth of our PPC Agency Taskforce, we’ve managed to exceed our goals. My personal objective was to quantify the quality of our service and improve it, while also ensuring that the satisfaction of our specialists grew along with it. Next to that, I try to make a conscious effort to step further outside my comfort zone each year. One way I’ve done that is by taking the stage at major marketing events to share our vision on PPC. That’s a personal win for me.
Our biggest win of 2025 is without a doubt taking home the grand prize at the Dutch Search Awards, along with nine other awards at the same event. For us, this really feels like the Oscars of our industry.
As a PPC agency that’s only been around for two and a half years, being able to compete at the highest level among well-established names that have often been around for over a decade, with teams two to five times our size, makes me incredibly proud of our team.
We’re not aiming to be the biggest, but we do want to be the best. And moments like this make it feel like we’re almost there.
In 2025, we parted ways with several clients. This wasn’t so much because we failed to deliver on our promises, but rather because some partners simply didn’t align with our concept. Our Ideal Customer Profile is now clearer than ever, and we’re no longer deviating from it. In hindsight, we should have taken this approach from the start—it would have helped us avoid disappointment, both for our partners and for our specialists.
That’s also our key piece of advice: stick to what you agreed on from the start. Extra revenue might seem appealing, but it’s not worth it if it means stepping away from your core values. Stay true to who you are.
There are too many names in the industry we look up to but in my opinion true experts in our field, like Bob Meijer, Miles McNair, Nils Rooijmans, Andrew Lolk, Ed Leake, Mike Rhodes and Alfred Simon inspire me every day.
But also people who have built incredible companies that are making a real impact in our industry in a short amount of time, like Frederik Boysen, Martijn Beumer, Wouter Veenboer, the team at Channable, and Floris de Schrijver.
When our guys were making the video for the grand price for the Dutch Search Awards. The mom of my partner Quint, was starring the video as a true Fortune teller with a crystal ball and tarrots cards who didn’t hesitate to use her tools to predict the future for our client. The way she stepped into her role and fit the scene perfectly was awesome. She looked exactly like the fortune teller you imagine in your head. The moment we asked her, she was immediately excited and jumped straight into the car to head to the thrift store for clothes and props. Her dedication was incredible.
If I had to pick one Google Ads change in 2026 with the biggest performance impact, in my opinion it’s AI Max becoming the default way campaigns are run if we like it or not. Google will push on it because they have to. Structure matters less. Input quality matters more. (even more than now)
Performance will no longer be driven by how smart your setup is, but by the signals you feed the system. Think feed quality, margin data, conversion signals, creative variety and first-party audiences.
It also means the performance gap between advertisers will grow. Those who understand how to guide automation will win. Those who treat AI Max as a black box will see results flatten over time.
Google Ads is moving from something you optimize to something you train. That mindset shift is why AI Max will have the biggest impact in 2026 in my opinion.
It may not be a new insight, but a Google Ads specialist should always look beyond the click. What happens after that click is far more important. A great example of this is focusing on business and unit economics. How much margin do you make on a sale? How often does a customer typically return? What’s their average spend? Once you know these numbers, you can make smarter decisions about how much you’re willing or able to invest in acquiring new or existing customers.
On top of that, having visibility into inventory is crucial. Are products selling out quickly? Or are they sitting in the warehouse collecting dust? Deeper analysis like this is essential if you want to improve a company’s EBITDA. So don’t just focus on surface-level KPIs at the front end, make sure you’re also looking at what’s happening behind the scenes.
Make sure you look beyond the click. As a Google Ads specialist, it’s not enough to focus on front-end metrics like CPC or CTR. What truly matters is what happens after the click. Dive into the business and unit economics: What’s the margin on a sale? How often does a customer return? What’s their average order value? When you understand these numbers, you can make smarter decisions about what you’re willing to spend to acquire a customer. Also, keep a close eye on inventory, are products going out of stock too quickly, or are they sitting untouched? These are the kinds of insights that allow you to contribute directly to a healthier EBITDA. So don’t just optimize for surface-level results, focus on what drives real business growth.
Do something every year that genuinely scares you a little, especially in public. Whether it’s speaking at an event, starting a new hobby from scratch, join a group with people who are far further than you, or even traveling solo, these moments of discomfort push you forward more than any routine ever will.
Stepping on stage at major international marketing events wasn’t just a professional milestone, it was also a personal win. That kind of experience builds confidence that spills over into every other part of life. So each year, choose something that stretches you just enough to grow, and commit to it.
Få en kostnadsfri audit
Vi utmanar gärna er marknadsföring på Google och Meta genom att våra specialister går igenom nuläget, utmaningar och möjligheter.
AdRelevance Sverige AB
Vasagatan 12, 8tr
111 20 Stockholm
Telefonnummer: +46 820 82 11
E-post: info@adrelevance.se