AI in PPC is exciting, but will it actually improve performance? Kirk Williams challenges whether AI agents are driving real results or just upgrading your busywork.
Are LLMs the end of agencies? Kirk Williams explains why the "Transitional Age of AI" is a trap for brands and a death knell for expensive in-house technical roles.
Learn why Google Ads is primarily a demand capture channel and how understanding the limits of search-based growth can prevent wasted spend and drive true business scaling.
Learn how ZATO creates a custom technical strategy for every individual account, rather than just following a templated playbook that gets you templated results.
Read here as to why and how true ad testing involves unavoidable risk. Learn why aligning on objectives and risk tolerance and a structured test is key to growth with Google Ads.
Stop starving the machines in the pursuit of perfect PPC segmentation. Kirk Williams shares why easing up on brand isolation is crucial for true business growth and better machine learning.
