<div class="gn-article"><div class="gn-hero gn-reveal"> <div class="gn-hero__image"><img src="https://cdn.prod.website-files.com/687a235da6861294eec73166/6a2300f302ab452ad3560c63_6076520.jpg" alt=""></div> <div class="gn-hero__head"> <span class="gn-kicker"><span class="dot"></span>Event · Expression · Top pick</span> <h1 class="gn-title">How to Protect Your Paid Search Investment When Costs Are Rising and Control Is Shrinking</h1> <div class="gn-meta"> <strong>The GO Network</strong> <span class="pip"></span> <span>25 June 2026</span> <span class="pip"></span> <span>4 min read</span> </div> </div> </div> <div class="gn-event-meta gn-reveal"><div class="gn-event-meta__block"> <span class="gn-event-meta__label">When</span> <span class="gn-event-meta__value gn-date">Thu, 25 Jun 2026 · 09:00</span> </div><div class="gn-event-meta__block"> <span class="gn-event-meta__label">Where</span> <span class="gn-event-meta__value">Online</span> </div><div class="gn-event-meta__block"> <span class="gn-event-meta__label">Status</span> <span class="gn-event-status gn-event-status--upcoming">Upcoming</span> </div><a href="#register" class="gn-register-cta">Register now</a></div> <div class="gn-body"> <p class="gn-lede gn-reveal">A practical panel for performance marketers and digital leaders on how to protect paid search investment as costs rise, platform control tightens, and attribution continues to erode.</p> <p class="gn-reveal">PPC has never cost more, and marketers have never had less visibility into where it goes. Average CPCs are rising 5–9% year-on-year, Performance Max has moved control from brands to platforms, and privacy changes have broken the attribution models most teams rely on.</p> <p class="gn-reveal">For many brands, paid search is still the single largest line in the digital marketing budget — but the confidence behind that investment is eroding.</p> <p class="gn-reveal">This session brings together PPC and performance marketing specialists to have the honest conversation most brands are having privately: are rising costs, black-box automation, and deteriorating measurement making paid search harder to justify — and what does a smarter paid media strategy actually look like in 2026?</p> <p class="gn-reveal">We will look at where brands are finding better value, how to build the business case when the numbers are harder to trust, and what best-practice PPC looks like at different budget levels right now.</p> <h2 class="gn-reveal">Who Should Attend</h2> <p class="gn-reveal">If you are responsible for paid search, performance marketing, or digital acquisition — or if you manage the budget and need to justify it upwards — this session will give you a practical view of what is changing and what to do about it.</p> <div class="gn-divider gn-reveal" aria-hidden="true"></div> <div class="gn-speakers gn-reveal"> <h3 class="gn-speakers__title">Panel</h3> <div class="gn-speakers__grid"> <div class="gn-speaker"> <img class="gn-speaker__avatar" src="https://cdn.prod.website-files.com/6877701b88030d58f11ac053/6a26ba319e278b5ac96037a3_will-fleming.jpg" alt="Will Fleming"> <div class="gn-speaker__info"> <span class="gn-speaker__name">Will Fleming</span> <span class="gn-speaker__role">Head of Paid Media · I-COM</span> <a href="https://www.linkedin.com/in/will-fleming-728043b1/" class="gn-speaker__link" target="_blank">LinkedIn →</a> </div> </div> <div class="gn-speaker"> <img class="gn-speaker__avatar" src="https://cdn.prod.website-files.com/6877701b88030d58f11ac053/6a26ba32985899e4b23c65e8_kimara.jpg" alt="Kimara Saldanha"> <div class="gn-speaker__info"> <span class="gn-speaker__name">Kimara Saldanha</span> <span class="gn-speaker__role">Director of Paid Media · Found</span> <a href="https://www.linkedin.com/in/kimara-saldanha-8a008113b/" class="gn-speaker__link" target="_blank">LinkedIn →</a> </div> </div> <div class="gn-speaker"> <img class="gn-speaker__avatar" src="https://cdn.prod.website-files.com/6877701b88030d58f11ac053/6a26ba32ad23da82bc3a8083_james-monaghan.jpg" alt="James Monaghan"> <div class="gn-speaker__info"> <span class="gn-speaker__name">James Monaghan</span> <span class="gn-speaker__role">Client Services Director · Kinase</span> <a href="https://www.linkedin.com/in/james-monaghan-55722530/" class="gn-speaker__link" target="_blank">LinkedIn →</a> </div> </div> <div class="gn-speaker"> <img class="gn-speaker__avatar" src="https://cdn.prod.website-files.com/6877701b88030d58f11ac053/6a26ba32e14158d96dfbff4f_chris-avery.jpg" alt="Chris Avery"> <div class="gn-speaker__info"> <span class="gn-speaker__name">Chris Avery</span> <span class="gn-speaker__role">Co-founder · JudeLuxe</span> <a href="https://www.linkedin.com/in/chrisaveryjudeluxe/" class="gn-speaker__link" target="_blank">LinkedIn →</a> </div> </div> </div> </div> <div class="gn-divider gn-reveal" aria-hidden="true"></div> <div class="gn-reveal" data-rt-embed-type='true'> <details class="go-acc"> <summary> <span>Why PPC costs are rising structurally — and whether that trend is reversible</span> <span class="go-chevron">▶</span> </summary> <div class="go-acc-content"> <div class="go-acc-inner"> Average CPCs are rising 5–9% year-on-year across most sectors. We will look at the structural forces driving that increase, whether it is a platform issue or a market issue, and whether brands should expect costs to stabilise or keep climbing. </div> </div> </details> <details class="go-acc"> <summary> <span>What Performance Max has taken from brand control, and how to manage within it</span> <span class="go-chevron">▶</span> </summary> <div class="go-acc-content"> <div class="go-acc-inner"> Performance Max hands Google near-total control over where spend goes. We will look at what visibility brands have actually lost, what levers still exist to protect brand safety and relevance, and how to brief and manage PMax campaigns more effectively. </div> </div> </details> <details class="go-acc"> <summary> <span>How privacy changes have broken attribution — and what metrics actually matter now</span> <span class="go-chevron">▶</span> </summary> <div class="go-acc-content"> <div class="go-acc-inner"> The attribution models most teams relied on no longer work as they did. We will cover how to measure PPC performance in a post-cookie, post-iOS environment — and which metrics are worth trusting when the data is incomplete. </div> </div> </details> <details class="go-acc"> <summary> <span>Where brands are finding better value within and beyond Google and Meta</span> <span class="go-chevron">▶</span> </summary> <div class="go-acc-content"> <div class="go-acc-inner"> Google and Meta still dominate paid media budgets, but the value equation is shifting. We will look at where brands are finding more efficient returns — whether that is through different campaign types, alternative platforms, or a different mix altogether. </div> </div> </details> <details class="go-acc"> <summary> <span>How to build the business case for paid search when the numbers are harder to trust</span> <span class="go-chevron">▶</span> </summary> <div class="go-acc-content"> <div class="go-acc-inner"> Justifying PPC investment to senior stakeholders has always required clear data. When attribution is broken and CPCs are rising, that conversation gets harder. We will look at how brands are making the case — and what evidence is actually convincing leadership right now. </div> </div> </details> <details class="go-acc"> <summary> <span>What a best-practice PPC strategy looks like for brands at different budget levels in 2026</span> <span class="go-chevron">▶</span> </summary> <div class="go-acc-content"> <div class="go-acc-inner"> There is no single answer to how paid search should be structured — it depends on budget, category, and goals. We will close with a practical look at what good actually looks like across different budget levels, and what brands should prioritise first. </div> </div> </details> </div> <div class="gn-divider gn-reveal" aria-hidden="true"></div> <div class="gn-agenda gn-reveal"> <h3 class="gn-agenda__title">Running Order</h3> <div class="gn-agenda__item"> <span class="gn-agenda__time">08:45 – 09:00 AM</span> <div> <div class="gn-agenda__detail-title">Tech Checks</div> <div class="gn-agenda__detail-meta">Speakers + The GO Network team</div> </div> </div> <div class="gn-agenda__item"> <span class="gn-agenda__time">09:00 – 09:10 AM</span> <div> <div class="gn-agenda__detail-title">Audience admitted entrance</div> <div class="gn-agenda__detail-meta">GO Moderator: Setting the Scene: Intro GO, the Panel (Speakers), and the Topic</div> </div> </div> <div class="gn-agenda__item"> <span class="gn-agenda__time">09:10 – 09:55 AM</span> <div> <div class="gn-agenda__detail-title">Panel Discussion &amp; Q&amp;A</div> <div class="gn-agenda__detail-meta">GO Moderator will guide the session and keep it flowing</div> </div> </div> <div class="gn-agenda__item"> <span class="gn-agenda__time">09:55 – 10:00 AM</span> <div> <div class="gn-agenda__detail-title">Closing remarks</div> <div class="gn-agenda__detail-meta">Moderator: Summary of takeaways</div> </div> </div> </div> <div class="gn-divider gn-reveal" aria-hidden="true"></div> <aside class="gn-callout gn-reveal"> <div class="gn-callout__label">What this means for you</div> <h4>Why Attend</h4> <ul> <li><strong>A clearer picture of where paid search is heading.</strong> You will leave with a practical understanding of what is driving rising costs, what the smartest brands are doing differently, and how to protect and justify your PPC investment when visibility and measurement are both under pressure.</li> <li><strong>Places are limited.</strong> Register now to secure your spot.</li> </ul> </aside> <div id="register" data-go-tally-embed="WOqq6a" class="gn-reveal" style="margin:2.5em 0 0;scroll-margin-top:80px;"> <iframe src="https://tally.so/embed/WOqq6a?dynamicHeight=1&transparentBackground=1&event=how-to-protect-your-paid-search-investment-when-costs-are-rising-and-control-is-shrinking" width="100%" height="800" frameborder="0" style="border:0;" title="Register to attend" allowfullscreen></iframe> </div> </div></div> <a href="#register" class="gn-mobile-register">Register now</a> <style> .gn-mobile-register{display:none;} @media (max-width:768px){ .gn-mobile-register{ display:block; position:fixed; bottom:16px; left:16px; right:16px; background:#45ac62; color:#fff; text-align:center; padding:14px 20px; border-radius:28px; text-decoration:none; font-weight:600; font-size:15px; z-index:1000; box-shadow:0 6px 24px rgba(0,0,0,0.35); } } </style> <aside class="gn-related gn-reveal" data-auto="related-reading"> <div class="gn-related__label">Related reading</div> <ul class="gn-related__list"> <li class="gn-related__item"> <a href="/articles/the-truth-about-ppc-debunking-the-myths-challenges" class="gn-related__link"> <span class="gn-related__category">Expression</span> <span class="gn-related__title">The Truth About PPC: Debunking the Myths &amp; Challenges</span> <span class="gn-related__excerpt">Expert panel covers rising CPCs, ad spend optimisation, and ROI strategy. Watch the recording to get real-world case studies and campaign me</span> </a> </li> <li class="gn-related__item"> <a href="/articles/101-ways-to-get-more-from-your-ppc-strategy-in-2023" class="gn-related__link"> <span class="gn-related__category">Expression</span> <span class="gn-related__title">101 Ways to Get More from your PPC Strategy in 2023</span> <span class="gn-related__excerpt">Expert tips on stretching limited PPC budgets further. Discover how paid search supports SEO, audience data, and always-on brand awareness.</span> </a> </li> <li class="gn-related__item"> <a href="/articles/the-new-funnel-investing-in-an-effective-organic-content-strategy-in-2022" class="gn-related__link"> <span class="gn-related__category">Expression</span> <span class="gn-related__title">The New Funnel - Investing in an Effective Organic Content Strategy in 2022</span> <span class="gn-related__excerpt">Expert panel covers SEO, educational content, and channel investment to help agencies build a smarter organic funnel that delivers real ROI.</span> </a> </li> <li class="gn-related__item"> <a href="/articles/built-for-yesterdays-traffic-redesigning-website-strategy-2026" class="gn-related__link"> <span class="gn-related__category">Expression</span> <span class="gn-related__title">Built for Yesterday’s Traffic: How to Redesign Your Website Strategy for the Way Visitors Arrive in 2026</span> <span class="gn-related__excerpt">A practical session for marketers and digital leaders on how to redesign a brand website for a world where AI search is reshaping where traf</span> </a> </li> </ul> </aside>