What Is the Demand and Supply Paid Search Model?

Episode notes

On this episode, host Dots Oyebolu speaks with Anu Adegbola , Founder and CMO at PPC Live UK . Anu shares her journey in PPC, the story behind PPC Live UK and her perspective on testing, automation and the future of paid search. She explains why community is essential for marketers, how to approach demand and supply in PPC and why strategy must go beyond chasing platforms. Anu also discusses metrics, the role of AI, and the importance of knowing when to shift budgets to avoid diminishing returns. Key Takeaways: 00:00 Introduction. 05:02 PPC Live UK evolves from a side hustle into a main business. 09:21 AI still struggles to replicate empathy and tone of voice. 13:04 Digital advertising is expensive and not accessible for all. 17:34 Small businesses lack data, so manual approaches remain critical. 21:32 Marketers must show up at the right time without repetition. 25:16 Frequency capping is essential for sustainable PPC campaigns. 29:29 Average order value matters more than conversion count alone. 33:00 What gets celebrated gets repeated in marketing and leadership. 37:33 PPC hits diminishing returns if spend is not redirected.