Let’s be precise about definitions before anyone gets emotional. When I say SEO is dead, I mean this: SEO as a reliable way to generate meaningful, incremental traffic from Google search is no longer a viable growth channel for most businesses. Not “SEO is useless”.Not “content doesn’t matter”.Not “websites don’t…
📝 TL;DR Server-side tracking is like the zeitgeist of the moment. It’s not for everyone, and a lot of it is hype. However, for some people, it is the thing that will give them the edge in an era of AI where everybody uses the same bidding strategies. Every little…
I’m usually a fan of Google reps and listen to them all the time. Occasionally, though, I do get a call that is a complete waste of time. I record my calls with my AI note-taker and reflect on things as sometimes I do get things wrong myself. However, after…
Most consultants will tell you to “embrace AI.” I’ll tell you the truth: AI isn’t just another tool – it’s an economic kill shot. unitcostdominance.com breaks this down in full, but here’s the core idea: That’s Unit Cost Dominance (UCD) — and it explains why the entire post-WWII economic system…
Every time automation in Google Ads comes up – Performance Max, AI Max, AI-generated headlines – you’ll hear the same tired objection: “We can’t do that. We need to protect the brand.” Sounds noble, right? It isn’t. It’s cope. What “Brand” Really Means in 2025 When someone says brand in…
My personal view is that you should use AI as much as possible, which includes doing all the auto assets and using AI. One pushback I see from people is that it’s about the brand, and if the words aren’t on brand, the client doesn’t like it. The truth about…
A recent poll revealed that 83% of PPC advertisers still add “as many negative keywords as possible” to their campaigns. This isn’t a matter of preference or strategy – it’s simply wrong. The correct answer is strategic negative keyword management that starts with essential exclusions and only adds more when…
Let’s be blunt about how Google works in 2025. For the last few years, buying Google Ads has been the Premier League. It wasn’t always like this. SEO was always the best game to play as the ROI was always there. As more and ads appeared, the dynamic changed. Now…
I saw that with a VPN you can actually test out AI mode now, so I thought I’d give it a whirl. I asked it, “Who’s the best PPC person?” It came with a load of agencies, and then asked about me. This is a problem because in this AI…
There’s a myth that refuses to die in digital marketing. The idea that your business is so unique, your funnel so special, your segmentation so clever, that you need a custom Google Ads setup to make it work. It’s not just wrong. It’s inefficient. In 2025, Google Ads is functionally…
Tracking in Google Ads and Microsoft Ads (Bing) isn’t complicated, but a lot of people overthink it. For 90% of advertisers, the defaults are fine. You don’t need to build tracking templates, you don’t need a PhD in UTMs. Just use the built-in auto-tagging settings and move on. Microsoft Ads…
This post is something I used Gemini to write and implement. You can actually just use the chat above to get your own custom version of it. Copy the below question with your form and it will spit out the answer. Never Lose Lead Data: Capture URL Parameters in Contact…