The Blind Spot Crippling Your PPC Performance

Dante Mungai

Published on: 07/05/2025

This blog challenges the keyword-obsessed mindset in PPC marketing and argues that ad copy—not keywords—is the real driver of performance. While marketers pour time into keyword research, users only see the ad message, not the keywords behind it. The article urges advertisers to rebalance their strategies by giving ad copy the same strategic weight as keyword targeting, emphasizing A/B testing, funnel-aware messaging, and emotional resonance. The bottom line: great copy wins clicks, lowers costs, and outperforms keyword perfectionism.