How ZATO Thinks About AI in PPC: A Three-Part Framework

While other agencies build AI agents, ZATO just created a new internal role dedicated entirely to conversion tracking and data health. Here’s why, and what it means for clients.

Google is retiring automatic Search-over-Display budget prioritization in February 2027. Here’s what’s changing, how to check if your campaigns are affected, and what to do about it.

Google is adding Channel Prioritization and Budget Allocation controls across Search, Shopping, PMax, and Demand Gen. Here’s what they do and when you’d actually use them.

Google’s new Promotion Mode helps advertisers capture peak BFCM demand by temporarily loosening Target ROAS.

Third-party agencies and AI share the exact same risk when auditing Google Ads: a lack of business context. Here's why blindly following "best practices" might actually hurt your account.

Maximize your Smart Bidding strategy by setting up Google Conversion Value rules.

AI PPC agents can generate infinite campaign changes, but are they actually driving incrementality? Explore the risks of AI over-optimization and how to build smarter PPC agent workflows.

Think anyone can build a reliable PPC AI agent? Discover why DIY prompts create hidden liabilities, and why production-grade AI infrastructure is the true future of PPC.

Not all AI-generated content is the same problem. Here's the distinction between AI that offloads cognitive labor onto readers and AI that actually helps them.