On Friday, September 19th, more than 200 PPC professionals, agency leaders, and e-commerce marketers came together from all over the world (really, there were attendees from the UK, Netherlands, Germany, Finland, Sweden, Italy, and even Australia) at the Charlottehaven Hotel in Copenhagen for the first-ever PPC Summit.
What began, in the organizers’ words as “just an idea over a beer” became an event that exceeded all expectations. The Charlotte Haven Hotel was an ideal venue, the energy was high, and the mix of attendees created the perfect melting pot for an exceptional first edition.
The PPC Summit stood out for what it wasn’t: no fluff, no pitches. Instead, it delivered a technical, specialized event, built for die-hard PPC specialists who want real insights from experts at the cutting edge of their field.
After an energetic welcome from ProfitMetrics Head of Marketing, Sam Kellett, it was time for the talks to begin.
Miles McNair, co-founder of the PPC Mastery community, opened the summit by urging attendees to stop thinking of Google Ads in isolation. He argued that specialists who only focus on account metrics risk missing the bigger business opportunities right in front of them.
Key takeaway: the future belongs to T-shaped PPC professionals who combine deep expertise with a broad understanding of how ads connect to the rest of the business.
ProfitMetrics founder Frederik Boysen shifted the spotlight from revenue to profit, explaining why POAS® (Profit on Ad Spend) is more reliable than ROAS. But his talk dug deeper: how to balance short-term wins with long-term customer value. He cautioned against relying on predicted LTV that may never materialize, urging marketers to ground their bidding in real-time profit clarity. He discussed the specifics of when predicted LTV could be useful, and when it should be scrutinized.
Key takeaway: future profit only counts if repeat purchases are real. That’s why POAS® matters: it tells you what you made, not just what you sold. In the end, only profit pays the bills.
Michael De Boeck of Prominence warned against getting lost in vanity metrics. With €25M in annual ad spend under his guidance, he stressed the importance of Contribution Margin as a marketer’s true North. He showed how even small changes in efficiency or spend can ripple into profit outcomes, and reminded the audience that “the bank account never lies.”
Key takeaway: own the results beyond the ad account, and let profitability guide every decision.
Agency founder Niklas Buschner shared the story of building his agency (Radyant) for the first time publicly. His candor in sharing not just his wins but also his setbacks resonated with the audience. From hiring too fast and posting losses to scaling back, rebranding, and rebuilding, his journey showed what makes agencies resilient. By sharing his growth story, warts and all, Niklas gave the audience a chance to learn from his mistakes and avoid them.
Key takeaways: define a clear ICP, align everything to client results, and embrace automation where it saves time. The agencies that do this will be the ones clients actually want to work with.
AI architect Alfred Simon's presentation on AI Agents balanced sharp insights with plenty of humor and well-placed memes that had the room laughing. He broke the process down into three pillars: data mining, engineering, and building. His advice was pragmatic, and actionable. Attendees left with a clear blueprint to go from “buzzword” to a working Google Ads agent.
Key takeaways: Let the use case decide your tools, combine frameworks when needed, and start small by “agentizing” one repeatable task.
Senior consultant Gokce Yesilbas asked the audience to raise their hands if they thought of themselves as data-driven, and then challenged them to admit when “gut feeling” had guided campaign decisions. Her talk exposed how cultural, experiential, and industry biases quietly shape PPC strategy, often to its detriment.
Key takeaways: recognizing and correcting for bias can unlock new growth opportunities and give marketers a competitive edge.
Andrew Lolk urged attendees to stop treating Google’s smart bidding as a black box. He used his own agency as a model, where they discuss it as, in his words, “both the smartest and dumbest member of the team” one that works best when given the right context and guidance. He shared the value of seasonal adjustments, especially once a year of data has been collected, and encouraged PPC managers to lean into the tools rather than distancing themselves from them.
Key takeaways: consolidate for clarity, set strategic guardrails, and to coach, not just command.
After the presentations, the spotlight shifted to the community with the case study competition and PPC Hub Community Awards. As Miles noted, these sessions gave attendees a chance to “see under the hood of real specialists, and what they’re doing”for their clients.” The value was practical, not theoretical. Miles also added that the case study award winner being selected by the audience underscored the fact that these awards were merit-based, giving genuine recognition to work that truly resonated with peers.
Three agencies presented case studies, with Taylor Housden of Bolt Digital Marketing Solutions winning Best Case Study for his work with Excel Roofing & Asbestos.
The PPC Hub Community Awards followed, recognizing contributions across the industry:
In many ways as valuable as the talks themselves was the opportunity the event provided for attendees to meet in person to share strategies and build connections with peers from all over the world.
As Miles McNair summed it up, “you go home from this event with a lot of new ideas and new things to implement for your accounts and for your clients.” Frederik added attendees don’t just leave with ideas, they get all the materials from every speaker. When they get back home, they have the tools they need to put those ideas into action. Both attendees and organizers agreed: the event was a resounding success. The only thing to do now is to plan for the next one.
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