Introducing… Kathryn Pearson, Head of PPC

Our second interview of 2025 is with Kathryn, head of PPC here at The SEO Works. Read on to learn about Kathryn’s greatest achievement, what sets her team apart and what she finds most rewarding about her role here. Plus, lots more…

Please introduce yourself…

Hi, I’m Kathryn, in July I will have been Head of PPC at The SEO Works for 10 years! 

I manage a team of 10 PPC experts, and we currently work with over 60 clients on their PPC campaigns.

My role consists of a number of responsibilities, including: team training and development, to help the team become the best they can be, conceptualising client strategies to get the most from their PPC budgets, collaborating with other departments of the business to ensure clients get the best possible experience, plus lots more!

What part of your job do you find most interesting & rewarding?

What I find most interesting about PPC is how it fits into the wider customer journey. PPC campaigns can introduce a brand to someone for the first time, bring users back later through channels like direct or organic, or support remarketing by reminding customers of products or services they previously viewed. 

PPC ads have the ability to guide and support the customer at different touch points of the buying cycle, from awareness and consideration to intent and purchase, making PPC such a valuable part of digital marketing.

The most rewarding part of my role is working closely with the PPC team, sharing knowledge, solving problems and seeing everyone grow in their ability and confidence.

Similarly, helping others develop their skills through informal conversations, structured feedback or sharing experiences allowing them to take ownership and grow in their roles.

Can you tell us about an exciting development in PPC?

One of the most exciting developments in PPC is the growing use of machine learning and automation to improve how campaigns are built, targeted and managed. The ability to automatically generate ad assets, such as headlines, descriptions and images, allows for more testing and optimisation at scale.

AI-driven improvements in targeting, bidding strategies and placements have also had a major impact. Campaigns can now use real-time data to adjust bids and placements dynamically, responding to factors such as device, location, time of day, and user behaviour. More focus will be placed on strategy, insights and creative thinking, as AI continues to evolve.

Talk us through one of the proudest moments from your career.

One of the proudest moments in my career was achieving Google Premier Partner status. It marked a clear milestone in both the growth of our PPC team, and the performance we deliver across our client accounts. As well as a strong track record of success across all areas of Google Ads.

It was a proud moment for the whole team and a sign that our approach is working, both in terms of results and strategy.

Can you explain what you feel may be the biggest challenge in 2025?

The biggest challenge for PPC in 2025 will likely be the continued impact of privacy changes and loss of third-party data. Advertisers will need to find new and innovative ways to track and target potential users more effectively. First-party data strategies will become even more important, with businesses that do not have strong data collection practices struggling to target efficiently.

Another challenge is the forever-increasing competition and rising costs in CPCs. More and more businesses are investing heavily in PPC, which in turn is driving up CPC prices across all industries. Advertisers will need to focus on improving conversion rates, testing new features, creative quality and utilising first-party targeting data to remain profitable and competitive.

How does your PPC team set itself apart?

The PPC team is deeply committed to making accounts perform at their very best, consistently putting in their best efforts to improve results and refine their approach, that’s what sets them apart from the competition.

They actively seek out opportunities for improvement, reviewing data, testing ideas and adjusting strategies if needed, to ensure campaign success. Plus, they’re motivated to learn and adapt as the digital space evolves, with a strong focus on staying ahead and continually improving their skills. 

The team share these insights and new ideas with their colleagues, strengthening their campaigns with consistent collaboration. This combination of care, focus, and teamwork helps them continually deliver campaign success for our clients.

Thanks for joining us, Kathryn!

Thank you for having me. It was good to look back on the past, I’m excited to see what the future holds for both the team and the industry.

This interview comes as part of a series of interviews with our senior leaders. You can read the interview with Paul, Head of SEO, here.