A little about twentysix
twentysix is an award-winning, full-service digital agency whose services include digital strategy, web design and development, social media, online marketing, and search. With 130 digital specialists worldwide, innovation is key to continually delivering effective online strategies. Through their PPC management, they offer the optimum blend of human insight and analysis underpinned by the latest technologies, always striving for the maximum commercial return for their clients.
A little about BMI Healthcare
BMI Healthcare provides private healthcare services via their 60 hospitals and treatment centers across the UK, specializing in cosmetic surgery, women’s health, orthopedics, fertility, and health assessment. PPC is a key channel for BMI, responsible for a sizable proportion of online leads generated through their respective healthcare and cosmetic surgery websites for their National Enquiry Center.
PPC is now a channel that I can rely upon to perform consistently above and beyond expectations. It provides not only an important source of new leads to the business, but its ever improving efficiency allows me to invest more of my resources in developing additional lead generation channels to further grow our bottom line.
BMI Healthcare needed to cost-efficiently grow their PPC channel
BMI Healthcare were struggling to grow their PPC channel without breaking the bank. At the same time, they were battling incredibly challenging market conditions and heavy new investment from online competitors. BMI Healthcare partnered with twentysix to generate substantial lead growth at a vastly improved cost per lead.
There was a large amount of wasted media spend in the account, but the inherited campaign structure, with all but the most top-line historical data locked away in the previous agency’s bidding platform, meant their initial challenge would be identifying the consistently well converting keywords needed to drive lead volumes. Essentially starting from scratch following a root and branch restructure of the account, while still needing to be aggressive at every opportunity to meet the ambitious lead targets, meant they had to come up with innovative approaches in order to take advantage of every opportunity to maximize conversion volumes.
BMI implemented bid management to optimize resources
After strong growth in their first year managing the BMI Healthcare PPC account, twentysix realized an increasing level of performance analysis would be required to continue these improvements through their second year. They implemented Marin to support bid management, releasing time for more in-depth analysis that allowed them to fine-tune and boost performance.
With Marin’s Bidding & Optimization tool, twentysix delivered major time savings and increased leads
The workflow efficiencies that Marin’s bid management software provided freed up the human resources necessary to identify further opportunities for increasing lead volumes at the lowest possible cost.
The time saved in day-to-day campaign management was reinvested in performance analysis across day/time parting, device type, and ad platforms. They also introduced RLSAs and Bing activity to capture incremental leads. Despite an increasingly competitive market place, twentysix are growing leads well beyond expectations, and surpassing year-end run-rates for both lead volume and cost per lead targets. BMI were able to:
- Increase lead volumes by 29%
- Reduce overall cost per lead by 30%
- Support local search visibility due to struggling organic performance
We know that AI is everywhere, but it’s still worth taking a moment to think about what the year ahead has in store for us. We present our thoughts on the most meaningful forces driving changes for performance marketers in 2024.
1. AI Transforms Supply
Artificial intelligence is redefining how we find and access information information, which means the surfaces for advertising will continue to evolve. AI-driven Search, like OpenAI's ChatGPT, Perplexity, and even Google Gemini, is better than a page full of links.
These AI systems are shifting user behavior, with more consumers preferring AI-powered search to deliver contextual answers. For advertisers, this means evolving ad formats integrated into conversational AI interfaces. OpenAI is “weighing” whether to offer ads. Imagine AI-guided shopping assistants recommending products based on real-time queries, with ads seamlessly embedded into these interactions. The challenge will be adapting inventory and placements to fit this new AI ecosystem.
2. AI Transforms Creative
Generative AI is revolutionizing ad creative, enabling brands to produce personalized, immersive content at scale. Instead of static messaging, brands can deploy dynamic campaigns that adapt to audience sentiment and trends in real time.
Even Coke has released an AI-generated commercial. The Ad Platforms are rushing to expand generative AI capabilities. As these tools mature, the "right message to the right audience" paradigm will feel outdated, replaced by hyper-responsive creative that shifts with cultural "vibes." This ability to quickly iterate creative will empower marketers to stay relevant and resonant.
3. AI Transforms Workflows
AI is moving beyond answering questions—it’s starting to do the work for us. We have long automated routine tasks like budget allocation and campaign creation, but this year, AI agents can get s#@t done for you with a simple prompt. This evolution is helping marketers focus on strategy and insights rather than execution.
Reactive Agents are great and will have a significant impact on daily tasks. Still, proactive AI continuously scouring your account for opportunities and inefficiency will lead to even better performance, driving efficiency and scalability like never before.
4. Shoppable Everything
The boundary between content and commerce is blurring. Social platforms, streaming services, and even podcasts are integrating shoppable ads to meet consumer demand for instant gratification. Platforms like Instagram, TikTok, and YouTube have already launched robust shopping integrations, but the trend is expanding.
In 2025, expect "shoppable everything" to gain traction, from QR codes on live streams to in-app shopping experiences on emerging platforms like BeReal. Have you bought something from your TV yet? Next year, you probably will. According to eMarketer, social commerce sales are projected to reach $1.2 trillion by 2025, with brands investing heavily in seamless, purchase-ready experiences.
5. Ads Everywhere
Subscription fatigue is real, and platforms are responding by increasing ad-supported models. From Netflix to Disney+, previously ad-free platforms are introducing tiered subscriptions with ads, creating new inventory for marketers.
Retail media networks are also booming, expected to command 25% of media spend by 2028, according to eMarketer. Anyone who has a captive audience is building a media network (see Western Union). This diversification offers brands more options to reach their targets, but it also requires careful strategy and tooling to manage campaigns across these expanding networks.
6. Evolving Privacy Laws
Consumer privacy continues to be a focal point, with eight new U.S. state privacy laws going into effect in 2025. These are similar to California's CCPA but add complexity for marketers, who must navigate an increasingly fragmented regulatory landscape.
Compliance will require robust systems to manage consent and protect consumer data. Additionally, marketers must focus on privacy-compliant targeting strategies, such as first-party data and contextual advertising, to stay competitive in a cookieless future.
7. The New Measurement Imperative
Accurate measurement is increasingly challenging as data collection becomes more challenging, especially if you rely on last-click attribution. Marketing mix modeling (MMM) and incrementality testing are emerging as key tools to evaluate campaign performance. Meta offers Robyn, Google has Meridian, and independent solutions address this measurement challenge.
But a better understanding of how your investment is performing and shifting dollars to the highest-performing opportunity can significantly improve your performance…what would you do with a 5x increase in conversions?
8. Google DOJ Ruling: Uncertainty, but No Immediate Action
The U.S. Department of Justice's antitrust case against Google creates uncertainty in the ad tech space. The DoJ has thoughts, however, with a new administration likely to take office in 2025, material changes to Google’s business model are unlikely in the short term.
However, given this continued uncertainty and the broad range of other platforms, marketers are wise to lessen their dependence on the Google marketing stack. Staying nimble and monitoring regulatory developments will be crucial to navigating potential disruptions.
9. The Shift to Contextual Targeting
As third-party data diminishes, contextual targeting is making a comeback. This strategy focuses on placing ads within relevant content rather than relying on individual user data, creating opportunities for brands to align with consumer interests in a privacy-friendly way.
The Burger King ‘Whopper Detour’ campaign is a prime example of successful geo-targeted contextual advertising. Innovatively leveraging location-based marketing, the campaign strategically targeted those within 600 feet of a McDonald’s location. By setting up a geo-fence around competing restaurants, Burger King could identify and connect with potential customers who were nearby. The ad was triggered by the customer’s proximity to McDonald’s and offered contextually relevant content, appealing to individuals who were likely already considering fast food purchases.
10. Cross-Channel Alignment
With more platforms and channels than ever, cross-channel alignment is essential. Consumers expect seamless experiences across devices and touchpoints, and marketers must deliver cohesive campaigns to stay competitive.
Managing and optimizing your programs in a unified platform is the cheat code for 2025. This type of integration streamlines workflows and ensures consistent messaging and performance measurement across all channels. In 2025 breaking down internal silos is a must-do.
Conclusion
Performance marketing in 2025 will be defined by the continuation of many of the themes we have been living through, but that doesn’t make them any less impactful. Staying ahead means embracing AI, preparing for regulatory changes, and adopting strategies prioritizing privacy and cross-channel integration. By aligning with these trends, marketers can position themselves for success in an increasingly complex and competitive landscape. Need help keeping up?
