What Perplexity Ads Mean for PPC (and Why You Shouldn’t Panic - Yet!)

There’s always a shiny new thing in PPC, and right now it’s Perplexity.

At a talk I gave in March for Digital Women, someone asked me whether I was worried about users switching from Google to Perplexity because it was “ad-free” and more trustworthy. At the time, I said it was one to watch, but little did we know (well, if I’d Googled it, I might have) - Perplexity had already started testing ads.

So, is it really any better than Google or Bing? Honestly… not really. It’s just another platform jumping into the monetisation pool.

But before you go shifting budget or panic-searching “how to advertise on Perplexity”, here’s what’s actually happening and what it does (and doesn’t) mean for your paid media strategy.

What Is Perplexity, Anyway?

Perplexity is an AI-native search engine that blends fast, conversational responses with actual citations. Think ChatGPT with receipts. It’s designed to cut through the SEO noise and give direct, trustworthy answers.

It’s quietly built a loyal following among:

• Researchers

• Developers

• Students

• AI-curious professionals

  
  

And while it’s grown steadily, let’s be honest - your average online shopper or casual browser probably isn’t using it just yet.

So… What’s Happening With Ads?

In November 2024, Perplexity confirmed they’d been “experimenting with ads” for months, and in 2025 we’re now seeing that roll out widen.

Their goal? Monetise - but without ruining the user experience.

The ads appear as sponsored answers - clearly marked, integrated directly into conversational results. A bit like promoted responses on Reddit or Quora.

Here’s what we know:

• There’s no self-serve ad platform

• It’s invite-only for now - strictly partners

• There’s no UI, no dashboards, and no way to join in unless you’re selected

Perplexity insists transparency and experience are top priorities. And to be fair, they’ve kept ads subtle. But as Digiday pointed out earlier this year, advertisers are cautious. There’s no scale, little visibility, and basically zero data.

Should You Care?

Not right now, and Here’s why it’s not worth your time (yet):

❌ Low traffic - It’s not Google Or Bing. Unless your audience is very techy, they’re not there.

❌ No tools - There’s no way for you to run or track campaigns.

❌ No data - No case studies, no benchmarks, no insights. You’d be flying blind.

❌ Limited tracking - No established performance metrics. Measurement is murky.

❌ Too experimental - Until it matures, it’s more curiosity than conversion machine.

What To Focus On Instead

While Perplexity warms up in the background, here’s where your energy is better spent:

1. Microsoft Ads (Yes, Still)

Bing continues to deliver strong ROAS - especially in eCommerce. If you’re not already there, you’re missing a channel with less competition, great placements, and a high-intent audience (hello, desktop users and professionals).

Just be sure to:

• Double check settings (defaults can be sneaky)

• Optimise your assets for both Search and Audience Network

• Feed in those negative keywords

  
  

2. Threads (If You're on Meta)

Meta Ads now extend to Threads. It’s still early days, but if you’re running Instagram placements, Meta may already be testing this for you.

Low effort. High visibility. And best of all? You're not starting from scratch.

3. AI Overview + Demand Gen (Your 2025 Growth Combo)

Google’s AI Overview is now live in more regions and changing how search looks entirely. Your organic listings? Pushed down. Your ads? Even more valuable.

Double down on:

• Optimising for AI Overview (think: featured snippets, E-E-A-T, authority content)

• Feeding Performance Max and Demand Gen campaigns the creative juice they need - videos, statics, UGC, audience signals - the works

🔹 Final Thoughts

It’s easy to feel like you’re falling behind when a new ad platform pops up especially with “AI” stamped all over it. But right now? Perplexity Ads are more experimental lab than performance goldmine.

So here’s what you need to remember:

✔️ Keep watching – it’s interesting tech

✔️ Don’t budget for it – there’s no self-serve and no scale

✔️ Focus on what works – Bing, Meta, and Google’s AI shift are where the action is

Perplexity Ads are cool. But they’re not critical.

So stay curious, stay strategic and as always, Don’t Panic!

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4M Digital is a paid media consultancy specialising in Google Ads, Microsoft Ads, and Paid Social campaigns. With over 15 years of expertise, we help businesses unlock the full potential of their digital advertising strategies through tailored management, audits, and training.