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SMB PPC

Small business PPC is its own thing, and I think it deserves to be treated that way. The budgets are smaller, the margins are tighter, and the stakes somehow feel higher. These posts are written with that reality in mind, and I hope something here helps you stretch what you have a little further than you thought possible.

From the ZATO Blog

Should You Fire Your Google Ads Agency and Replace Them With Claude? (Some Things to Think Through First)

Should You Fire Your Google Ads Agency and Replace Them With Claude? (Some Things to Think Through First)

Kirk Williams
Team Zato
 • 
AI in PPC
AI tools are genuinely powerful, and replacing your PPC agency with Claude is tempting. Before you do it, here are a few hidden costs most operators underestimate.
Are Keywords Dead in Google Ads? What I Took Away From Google Marketing Live 2026

Are Keywords Dead in Google Ads? What I Took Away From Google Marketing Live 2026

Kirk Williams
Team Zato
 • 
AI in PPC
Kirk went to GML 2026. Here's the keyword question that's been on his mind ever since Google's AI Mode announcement, and why he thinks the answer is more nuanced than most people want it to be.
AI Max for Shopping: A New Google Ads Account Theory

AI Max for Shopping: A New Google Ads Account Theory

Kirk Williams
Team Zato
 • 
AI Max for Shopping
Google just released AI Max for Shopping. Here's why it might not be redundant with PMax, and what it suggests about where Google thinks account structure is heading.
What is AI Max for Shopping?

What is AI Max for Shopping?

Sarah Vlietstra
Team Zato
 • 
AI Max for Shopping
Google's AI Max for Shopping adds text customization, optimal format selection, and Final URL Expansion to standard Shopping campaigns. Here's what each feature actually does.
PMax Performance Dropped? Here's What to Audit First

PMax Performance Dropped? Here's What to Audit First

Diana Talhelm
Team Zato
 • 
Performance Max
Weird PMax behavior is usually a symptom, not the problem. Here's how to actually diagnose what changed before you touch the budget or ROAS target.
The Google Ads Ecommerce Site Migration Checklist Your PPC Team Needs

The Google Ads Ecommerce Site Migration Checklist Your PPC Team Needs

Kirk Williams
Team Zato
 • 
General PPC
Most eCommerce remarketing setups fail at the basics. Here's what high-performing tracking, segmentation, creative, and bidding actually looks like in practice.
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