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Expert Google Ads management for serious ecommerce brands, driven by senior humans, not bots.
With ZATO, you don't get a bloated agency or a bot steering your ad spend. You get a powerhouse team of senior PPC experts dedicated to scaling your brand with precision and honesty. Our senior account managers work with our data analyst, and strategic level executives to find the best Google Ads setup and strategy for your specific needs, vertical, and goals.
Your business isn't like everyone else's, so your setup and management shouldn't be either. Contact ZATO today to see if we can help take your Google Ads account to the next level.
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Let's talk about the elephant in the room: AI in PPC. Many digital agencies are pouring their time (and your fees!) into building custom "AI agents" that primarily increase their own profits, instead of mastering the nuances of Google Ads. We see it differently at ZATO...
This is often framed as directly helpful to your account, but all it's really doing is decreasing the amount of work needed on your account... while adding in additional risk. The risk of agents running amok with accidentally tripled budgets or aggressive, algorithm killing changes, etc is a risk that will impact your account negatively... so you bear the additional risk of AI.
Does this mean all AI in PPC is misguided? Not at all, and that's where it gets complex. AI CAN be deployed to help guardrail the Platforms, compile data to make wiser target adjustments, or even help create landing pages and creative.
There is a balance, so at ZATO, we use AI in three main ways: utilizing Platform AI to execute with the millions of targeting signals we don't have access to, third party AI tools to help us guardrail and optimize the platform AI, and third party AI tools to help us on the administrative side so we are feeding the campaigns the right data. Using AI is a balance, and it's one ZATO is working hard to nail so you can get the benefits of AI to help your Google Ads campaigns perform better, but by minimizing the risk around AI by having our 3 tiered human experts leading the strategy and execution. It's not either/or at ZATO when it comes to humans or AI... it's both/and!
Google's and Microsoft's own AI used for targeting and bidding sees millions of signals no outside tool can. Therefore, we lean on the native platform AI heavily for execution and focus our work on giving that AI good data and clear goals.
Outside third party AI tools like Claude and ChatGPT can help us spot problems and keep the platform AI on track, primarily with an observational and guardrails mentality. Third party AI can easily over-optimize, so we carefully work to support, rather than take over, the Platform AI.
Finally, we see a lot of potential for utilizing AI on the administrative side. This allows us to more easily ingest client data from multiple sources, monitor and assist with communication (making sure we don't miss important deadlines in those emails or slack messages!), and keep our expert human eyes more readily on the most important KPIs in the account.
Founder Kirk Williams (@PPCKirk) has spent over a decade building the books, courses, talks, and content thousands of PPC marketers have learned from. Every ZATO team works from, and personally expands upon, that playbook for your account!
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Across the US, UK, Europe, and Australia, including a TEDx stage.
Shopify, Moz, PPC Hero, Search Engine Land, and Microsoft.
Of hands-on PPC experience behind the playbook.
We've built resources at every level so you can find the right fit for where you are right now.
Built for founders and in-house marketers who want to learn Google Ads from a 16-year veteran, covering only the things that actually matter for your store.
Hire our expert PPC strategists in a product-like stripped-down tier (you get just the essentials), at a price point built for small brands.
The right choice when your brand is spending $25K–$1M/mo and the stakes are too high for anything less than true specialist management.
