Specialist in The Spotlight: Louis Kahl

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.

Online marketing is a dynamic field where technology and creativity intersect. Louis Kahl, PPC specialist and founder of Market in Germany, knows this better than anyone. With an entrepreneurial spirit and a keen eye for detail, he helps Dutch companies establish themselves in the German market. In this interview, he shares his insights on PPC, the importance of strong positioning, and why creativity is indispensable in digital advertising.

Louis, can you tell us a bit about your background, and what inspired you to become a PPC specialist?

Of course! My journey began about five years ago when I moved from Germany to the Netherlands. I have always had a strong drive to create things—from making music in bands to building impactful concepts. When I arrived in the Netherlands, I found my way into online marketing through a part-time job at an e-commerce company focused on the German market. That was where my fascination for PPC began. The idea that you can directly influence a company’s revenue with smart advertising strategies was incredibly appealing to me. PPC is not just analytical, but also creative, and I love that combination.

What do you find most exciting about working in PPC compared to other marketing disciplines?

What makes PPC so unique is that, unlike other marketing disciplines, it allows for immediate feedback and measurable impact. You can launch a campaign and, within a short amount of time, analyze how customers are responding. This level of control is incredibly rewarding. You’re not just hoping for results—you can actively shape them. The interplay of data and creativity is what excites me the most. Crafting the right message, selecting the perfect keywords, and adjusting bids in real time all contribute to a campaign’s success. 

Speaking of the creative side of PPC, people often overlook it. While technical aspects like campaign structure and bid adjustments matter, PPC is fundamentally about understanding human behavior—what makes someone click? Crafting compelling ad copy, selecting strong visuals, and testing different tones are all crucial. Small tweaks can drive big results.

Beyond creativity, PPC is highly strategic. It’s not just about running ads but integrating them into a broader marketing strategy—aligning with SEO, branding, and sales funnels. The balance of creativity and science, logic and intuition, is what makes PPC so dynamic and keeps me engaged every day.

You decided to start your own business fairly quickly after gaining experience in PPC. Was that a daunting step?

Absolutely, but I knew it was the right decision. Before fully diving into PPC, I experimented with various ventures—including running an e-commerce business. Those experiences not only helped me grasp the technical side of marketing but also understand what works and what doesn’t in business. By testing different strategies and investing my own money into campaigns, I learned quickly, and became very involved with it. Once I realized where my strengths lay, starting my own business was the logical step.

You help Dutch companies with their PPC strategy in Germany. What are the biggest differences between the Dutch and German markets?

There are key differences in the German market. Trust is absolutely crucial to establish yourself in Germany—German consumers always critically ask, “Why should I buy from this company, and not from a German competitor?”. 

Businesses must establish credibility through native German copy, clear communication, and strong customer reviews. Detailed product descriptions and transparent terms are also essential. Many Dutch companies underestimate this need for precision in their expansion strategy.

German consumers are generally more cautious, detail-oriented, and take longer to decide. Because of that you have to be crystal clear in your positioning, have a valuable offer and show that you are there for German consumers. This means offering familiar German payment options, clearly stating return policies, and showcasing strong social proof, like local customer reviews. Without these elements, hesitation leads to lost sales, and you’ll miss out on the full potential of the German e-commerce market. 

Competition also differs. In the Netherlands, pricing and promotions often drive decisions, while in Germany it’s all about branding, reputation, and trust. With a larger market, Germany offers both more competition and more niche opportunities. Success depends on localized messaging, culturally adapted ads, and customer service tailored to German expectations—simply translating a Dutch website won’t cut it.

Given these market differences, how do you see your business evolving to stay ahead?

My goal is to continuously improve our services and refine our expertise. We are currently a small, dynamic team with a strong focus on the German market, and that works well. Additionally, I will remain hands-on with PPC because I believe that staying updated with industry developments is crucial for specialists.

Speaking of the future- how do you see it for PPC?

As for the future of PPC, the technical aspects are becoming increasingly automated, but creativity and strategic insight will always be essential. The best PPC specialists will be those who stand out with smart positioning and persuasive advertising.

Finally, based on your experience-what advice would you give to someone just starting in PPC?

First, master the basics. Understand how campaign structures work, how to optimize targeting, and how to test ads. There are countless free and paid courses available.

Second, become active in the PPC community. Attend events, network, and share your knowledge. This has helped me tremendously.

And lastly, don’t be afraid to be creative. PPC is more than just data and technology—it’s also storytelling. Dare to create bold campaigns that stand out and make an impact.

Thanks for all shared insights, Louis! It’s been great learning from your experience.

Thank you, it was a pleasure!