Anu Adegbola
Founder and CMO of PPC Live; paid media editor
PPC Live / Search Engine Land
Anu Adegbola is the founder and CMO of PPC Live and paid media editor at Search Engine Land. She organises practitioner events, moderates discussions and hosts PPC Live The Podcast, including conversations about campaign mistakes and lessons learned. She also works as a paid search consultant and coach, covering strategy, analysis, execution and Google Ads automation.
Explore Anu’s work
Shows, ideas and places to learn from Anu Adegbola.
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Channels & websites1
Communities1
PPC Live
Especially valuable for turning online acquaintances into local professional relationships. Public recaps suggest discussion grounded in everyday account work.
Newsletters1
PPC Live Newsletter
Anu Adegbola's weekly PPC Live email newsletter curates paid search articles, practitioner discussions, podcast highlights and community updates.
Articles2
Who Should Own Your Google Ads Account? The PPC Community Has Its Say
Anu Adegbola brings together five practitioners’ perspectives on control of a client’s Google Ads account. The discussion covers continuity, access, historical data and the complications that can arise when an agency relationship ends. Read it before agreeing an onboarding or handover process. The contributors explain why the operational arrangement should be understood from the start, including any reseller constraints, so a business can retain access to the information and capabilities it needs when its service providers change.
Image: PPC Live
After Google’s August 17 Smart Bidding Update: What PPC Practitioners Are Actually Doing
Anu Adegbola brings together Reva Minkoff and Craig Graham’s answers to PPC Live community questions about budget-constrained Smart Bidding. The discussion explores how practitioners assess efficiency targets and investigate a change in results before reacting. It is useful when reviewing configured targets against delivered CPA or ROAS, alongside conversion lag, seasonality and account history. Read the different perspectives as diagnostic prompts for your own campaigns. These are practitioner observations, and the appropriate response still depends on the campaign objective and the business behind it.
Image: PPC LiveEvents3
PPC Live #23 London
PPC Live has announced its next London gathering for 3 February 2027. Save the date for PPC discussion and networking.
PPC Live #22 London
An afternoon of PPC talks, a panel discussion and networking in London, covering bidding, growth, profit data and AI search.
SMX Now: The August 17th Post-Mortem
An online Search Engine Land webinar on Google Smart Bidding changes, ecommerce data and advertiser responses.
Newsfeed8
OpenAI confirmed the ChatGPT UTM drop was a bug and rolled out a fix on 15 October
Search Engine Land reports that after Adobe's Cedric Huesler contacted OpenAI on 14 October, OpenAI confirmed the missing utm_source=chatgpt.com parameter was "a known bug, with a fix expected that week"; the fix began on 15 October and tagged clicks returned to roughly prior-week levels by that morning. OpenAI has published nothing itself. Week 42 covered the gap, which ran from 8 October. Annotate the affected reporting window and check source/medium patterns. Missing UTMs can obscure attribution, but do not assume that every affected visit was classified as Direct.
Image: chatgpt.com
Demand Gen cost-adjustment guidance now says up to 60 days in English and UK English
Google’s English-language help page describes performance-based cost adjustments for eligible Demand Gen campaigns using target CPA or target ROAS. The beta can reduce a campaign’s final cost during its initial learning period when conversion performance falls below the system’s prediction. Eligibility is conditional; meeting baseline requirements does not guarantee an adjustment.
Image: Google Ads Help
Google is testing ads in AI Mode for people who connect their apps
Google told Search Engine Land on 16 October that it is "starting to test ads in AI Mode in Search for users who connect their apps through Personal Intelligence". Its help page says ads "will not be based directly on your Gmail inbox or your Google Photos library", but summaries and inferences from connected apps may be used, sensitive categories are excluded and advertisers get no access; the privacy policy effective 16 October adds a matching qualifier. In March Google had said there were no ads for connected-app users. Nothing changes in targeting settings, so note it for client questions about AI Mode placements.
Image: Google HelpThis is a collection of published credits and official links, not an exhaustive CV or a points total. A guest appearance is different from hosting a show. Community and event links identify the named organiser; they do not imply membership or a speaking appearance.
Contribution ranking & points 34 pts
Contribution points
34 contribution points · 4 credited works · #39 in the Lifetime contribution ranking.
Uncapped points calculated from published source credits. Expertise is not assessed for this editorial profile. These are separate from registered members’ verified scores, lifetime achievement points and levels.
See every credited work and its points →