In 2025, 'setting and forgetting' PMax is a recipe for inefficiency. I reject the 'black box' narrative. Here is my forensic 4-step audit to stop budget leaks from URL expansion, accidental mobile clicks, and low-intent video views.

Google's AI has automated the tactical search job, creating a massive "Strategy Gap" in the consulting world. Most companies spending under $30k/month are stuck between tactical optimization (which the AI does better) and deep, media-agnostic strategy (which they can't afford). This piece defines why true strategy is about cross-channel budget allocation, not bid management, and articulates the unique value of the modern consultant who can build comprehensive, cross-channel growth architecture that integrates with full business goals. If you've hit the tactical ceiling, the button-pusher's job is gone—it's time for strategy.

High-performing Google Ads ad copy is not about technical perfection; it's about strategic relevance and persuasion, which AI alone cannot deliver. This guide breaks down why executive-level strategy must supersede AI's surface-level polish. Learn how to use AI as a high-speed drafting co-pilot, not a replacement for human strategic thinking, to dramatically increase your conversion rates and ensure your ad spend drives true business value.

AI can generate a Google Ads strategy in seconds — but that speed comes with dangerous flaws. In this article, I break down the four biggest red flags in AI‑generated PPC advice, why outdated structures and bidding strategies can destroy your profitability, and how human vetting protects your brand, your margins, and your legal risk.

AI Max is Google’s newest search add‑on — but early adoption comes with real business risks. In this article, I break down what AI Max actually does, why it’s still in the early adopter phase, how it can quietly disrupt your strategy, and what smart marketing teams should do before flipping the switch.

I was selected as one of 10% of accounts globally to beta test Google’s new AI creative engine. Instead of giving it an easy e-commerce shot, I stress-tested it against the hardest environment possible: a complex, messy B2B industrial factory. The result? The 'creative stopgap' that slows down scaling is officially dead. Here is my full breakdown of what’s coming to your account on December 11th.

AI can write polished Google Ads in seconds, but polished doesn’t always mean profitable. In this article, I break down why “perfect” AI ad copy is a myth, how machine‑generated RSAs often miss strategy and persuasion, and the simple 4‑step system I use to guide AI so it produces ads that actually convert. If you’re relying on prompts and getting pretty but underperforming ads, this will show you how to turn polished into powerful.