Timestamps:

0:00 - Intro

1:59 - Inny’s key focuses in PPC right now 

3:32 - Why does account structure matter with high CPCs?

5:04 - Common account structure issues that inflate costs

7:27 - How to decide when to segment campaigns

9:27 - Blending campaign types to keep costs down

12:36 - Pros/cons of Demand Gen campaigns

14:45 - Single keyword ad groups vs Themed ad groups

17:19 - Structuring campaigns around funnel stages

20:22 - How geographic campaign structuring affects CPCs

22:54 - Predicting campaign changes / Google performance planner

26:14 - Final thoughts

‍

Overview:

In this episode of the Paid Media Lab podcast, we’re joined by Inny Vaiciute to break down how to outsmart rising CPCs with smarter PPC account structure - covering strategy, segmentation, and common mistakes that drain budget.

As Senior PPC Manager at Circus PPC, Inny manages high-performing campaigns across ecommerce and lead gen - blending creative problem-solving with data-driven decision making to consistently drive results.

In this episode, we explore everything from campaign type selection and geographic setup to the death of SKAGs, when to segment ad groups, and how to feed the algorithm the cleanest possible data.

If your CPCs are spiraling and you need to make every click count, this is your playbook.

Key insights from the episode:

• Why SKAGs are officially dead (and what to do instead)
• The two biggest structure mistakes that secretly drive CPCs up
• When to segment campaigns — and when to stop overcomplicating
• How to geo-structure properly to avoid wasted spend
• The truth about Demand Gen and Performance Max (especially for B2B)