Specialist in The Spotlight: Anu Adegbola
Introducing our latest interview in the “Specialist in the Spotlight” series, where we highlight Europe’s leading PPC professionals. This series aims to promote knowledge-sharing and inspire both seasoned experts and newcomers in the dynamic field of PPC. Our guest today is Anu Adegbola, aka #themarketinganu; a PPC veteran, speaker, writer, and founder of PPC Live UK. With over 15 years of experience, she shares insights on career growth, industry changes, and the future of PPC.
Anu, it’s an honour to have you here! I need to admit… I’m a bit nervous speaking with you- you’re a true legend in the industry!
A legend? Wow, that’s quite the intro! But seriously, no need to be nervous- the pleasure is all mine!
I always like to begin the interview with a short story—something about your background. Your journey in PPC started back in 2008, which is incredible. Could you share more about your background, and what sparked your interest in PPC?
Wow, indeed, I’ve been in the industry for over 15 years now—oh my God, that makes me feel like a veteran! But my journey into PPC was not exactly planned. After university, where I studied Computer Science with Business Management, I found myself in a bit of a career crisis. My dad actually chose my degree for me, and while it sounded impressive, I quickly realized that coding and hardcore programming weren’t for me.
After graduating, I was unsure about my career path. I ended up taking a marketing assistant role which was my first exposure to digital marketing. Back then, SEO was very different—it was all about link-building, and a lot of it involved cold-calling website administrators to ask if they’d link to our client’s site. I wasn’t crazy about the sales aspect of it and knew I needed something different.
Then came a turning point. I went for an interview, and they asked me, “Do you like Microsoft Excel?” That question changed everything! I had always loved playing around with Excel formulas and pivot tables, and suddenly, I realized I could get paid to do what I enjoyed. That job was my first step into PPC, where I worked with keyword uploads, ad copy, and data analysis—almost entirely done through Excel. It was very administrative—things that AI or automation tools can do now—but back then, everything was manual. And just like that, I fell in love with PPC!
That’s hilarious! I never expected a PPC journey to start with a love for Excel, haha! How did your career progress from there?
Working in agencies was great because I got exposure to a variety of brands—big names like e.g. Coca-Cola. I was often put on major accounts early on because agencies need teams of people at different levels, from junior staff to senior leads. I quickly proved myself, and when I felt like I had outgrown a role or wasn’t getting the promotion I deserved, I learned that the easiest way to get a pay raise or career advancement was often to switch jobs rather than wait for an internal promotion. It’s frustrating, but that’s just the reality in many cases.
So, I moved through several agencies and, over time, realized that PPC is just one piece of the marketing puzzle. As I became more senior—eventually an account director—I started working directly with clients. That’s when I saw how PPC fit into the bigger picture. Clients weren’t just investing in paid search; they were managing budgets across multiple channels—email marketing, social media, TV ads, and more.
Besides working closely on the accounts, I’ve always been someone who enjoys networking events. After the pandemic, when we came out of lockdown, I started going back to events and realized there were tons of SEO meetups, but barely any for PPC. That’s when I thought, Why not create one? And that’s how PPC Live UK was born.
So, in mid-2022, I decided to create PPC Live. I modeled it after SEO meetups but tailored it specifically for the PPC community. My goal wasn’t just to provide a space to learn but also to connect PPC professionals in a meaningful way.
What’s your goal for this year?
For 2025, my main focus is to foster conversations that reduce the panic around AI and automation. There’s been a lot of fear about job security in PPC, but I want to create an environment where professionals—whether they’re agency-based, in-house, or freelancers—feel confident in adapting to changes. We’ll be covering everything from Performance Max to GA4, but beyond that, I want to make sure PPC Live is also a space for genuine networking and fun. Learning should be engaging and enjoyable!
That sounds fantastic! What about those who can’t attend in person? How can they stay connected?
We’ve worked hard to make sure people who can’t attend physically can still benefit from PPC Live. We have PPC Live Online, where we share resources, checklists, and industry updates. We also have active Slack and WhatsApp groups for ongoing discussions, troubleshooting, and knowledge sharing.
Our LinkedIn presence is growing as well, and I’m making it more educational this year. Plus, 2025 will be our year of video! I’ve partnered with content creators to develop high-quality educational videos, covering everything from foundational PPC concepts to advanced strategies.
We also have the PPC Live Blog that features contributions from industry experts like Ameet Khabra, Heather Brousell, and Navah Hopkins. There’s a wealth of knowledge there, and it’s all free to access.
And, of course, I have to mention the PPC Live newsletter- it’s the best way to stay up to date without feeling overwhelmed. We summarize key industry updates, highlight expert insights, and provide links to useful resources—all in one place. Instead of checking multiple sources daily, subscribers get a curated summary delivered to their inbox once a week.
Oh, and of course my podcast and, of course, my writing for Search Engine Land, where I joined as a Paid Media Editor in 2024.
Haha, yes, there are a lot of resources!
Wow, great tips! I’m sure everyone who reads this will find the perfect way to stay up to date with PPC trends.
Anu, speaking of the future, what’s your vision for PPC Live in the long run?
I want PPC Live to continue evolving into a global hub for PPC professionals. We’ve already expanded beyond London to cities like Manchester and Brighton, and I’d love to take it even further. My vision is to create a strong, connected PPC community where knowledge-sharing is the core.
Beyond physical events, I see PPC Live expanding digitally through webinars, expert interviews, and more collaborations. I also want to focus on mentorship—creating structured mentorship programs where experienced PPC professionals can help guide newcomers in the industry.
I strongly believe in breaking down silos in marketing. PPC doesn’t operate in isolation, and I want to keep encouraging cross-discipline learning so that PPC professionals understand the bigger picture of marketing strategy.
I love this vision! And on a closing note, what advice would you give to someone new to PPC or just starting their journey?
First, don’t panic! PPC can seem overwhelming with constant updates and changes, but the key is to focus on the fundamentals. Understanding consumer psychology, data analysis, and campaign structure will always be valuable skills, no matter how much automation evolves.
Secondly, engage with the community. Join events, network, follow industry leaders, and participate in discussions. PPC is constantly changing, and staying connected with others will help you stay on top of industry trends.
Lastly, don’t be afraid to test and experiment. Some of the best learning happens through trial and error. Stay curious and adaptable, and you’ll find your own way to excel in PPC.
That’s an excellent takeaway. Perfect way to close off! Thank you so much for taking the time to chat. Hopefully next time, we can catch up in person!
Absolutely! It’s been a pleasure chatting. Looking forward to meeting up in person soon!