Platform AI, 3rd party AI for guiding, and 3rd party AI for admin. Here’s the framework ZATO uses to think about where AI belongs in PPC and where it doesn’t.
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.
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.
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.
