The Rise Of Voice Search: Optimizing Pay-Per-Click Ads

Forbes

10-04-2025

David Ispiryan is the CEO of Effeect, where he helps businesses thrive online through innovative digital marketing strategies
Voice search is reshaping how people search online. Two years ago, one of my agency's clients noticed that their mobile traffic was climbing, but their conversion rates weren't. Digging deeper, we found that more than 30% of their mobile users were finding them through voice search. That moment shifted how we approached PPC and SEO.
As the use of voice assistants such as Siri, Alexa and Google Assistant grows, businesses must rethink their pay-per-click strategies. If you aren't optimizing your PPC ads for voice search, you could be missing out on potential traffic and conversions.
Voice search is becoming the norm for many people. More than 125 million people conducted voice searches in 2024. More and more people are also using voice assistants for shopping. Last year, the global market for voice commerce was valued at $49.6 billion, and it's expected to reach $147.9 billion by 2030.
Voice searches differ from text searches in several ways:
• Longer, more conversational queries: People type short keywords, but they speak in full sentences. For example, with a text search, they might search for 'best running shoes,' but with a voice search, they might ask, 'What are the best running shoes for long-distance running?'
• More local intent: Many voice searches are location-based. 'Where's the best pizza place near me?' is a common type of voice search. Optimizing PPC ads for local intent is essential.
• Higher purchase intent: Voice searches often indicate urgency. People are asking where, how soon and whether they can buy something now. 'Buy iPhone charger near me now' is an example.
Understanding these differences is the key to refining your PPC campaigns for voice search.
Use full questions and phrases. In my agency's case, we expanded from 'PPC agency' to 'Who is the best PPC agency for small businesses?' and click-through rates jumped.
Actionable tip: Instead of bidding on 'running shoes,' optimize for 'What are the best running shoes for marathon training?'
Voice searches often start with who, what, where, when, why and how. Targeting these question-based queries can improve ad relevance.
Actionable tip: Create PPC ad copy that directly answers common voice queries. For example, for the search, 'Where can I buy organic coffee near me?' your ad copy could read 'Organic Coffee | Buy Fresh Organic Coffee Near You | Free Delivery.'
According to research by Google, 76% of people who search for something nearby on their smartphones visit a business within a day.
To capitalize on this:
• Ensure your Google Business Profile is up to date.
• Use location-based keywords in your PPC campaigns.
• Add 'near me' phrases to your ad copy.
Actionable tip: Target voice queries like 'Best car wash near me open now.'
While you can't embed schema markup directly into Google Ads, Google uses structured data (schema markup) to understand website content better. This helps voice assistants pull accurate information from your landing pages, which can indirectly drive PPC performance and increase the quality score of your ads.
Actionable tip: Add schema markup for FAQs, business hours and product details to increase your chances of appearing in voice search results. You can use free tools like Google's Structured Data Markup Helper or plugins like Yoast or Rank Math for WordPress. After implementation, test everything with Google's Rich Results Test.
A voice search-optimized PPC ad is useless if the landing page doesn't match the user's intent.
Ensure that:
• The content clearly answers voice search queries.
• The page is mobile-friendly and fast-loading.
• There is a clear call to action based on the search intent.
Actionable tip: If your PPC ad answers 'What's the best laptop for students?' your landing page should list top laptops with easy purchase options.
Google's Smart Bidding and AI-driven PPC tools can help optimize campaigns for voice search by adjusting bids based on device type (mobile versus desktop), search intent (transactional versus informational), and location and time of day.
Actionable tip: Use Target CPA (cost per acquisition) or Target ROAS (return on ad spend) to let Google's AI optimize bids for voice search.
Search platforms such as Google and Bing offer several extensions to optimize your PPC campaigns for voice search:
• Call extensions: Allows users to call your business instantly.
• Location extensions: Helps voice searchers find your store easily.
• Sitelink extensions: Directs users to specific pages that match their query.
Actionable tip: Use call extensions for queries like 'Call a plumber near me now.'
The rise of voice search is transforming PPC strategies. Businesses must adapt by using long-tail keywords, optimizing for local search, improving landing pages and leveraging AI-powered bidding.
By implementing these strategies, you can position your business to capture high-intent voice search traffic and stay ahead in the evolving PPC landscape.
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