In a world with fuel-efficient long-range motorcycles, do you insist on using horses for transportation?

I’m of course talking about the Google Ads platform. To help you assess whether your company is actually AI-ready, I built a Google Ads maturity model that scores both your capability and how widely that capability is deployed.

Like it or not, Google has been AIfying their platform for some time. [Meta as well.] They are making it harder and harder for us to stay with how it used to be. Not such a bad thing, because to achieve better outcomes we can do less and the AI can do more.

Hence, I admit to immense frustration when in meetings and online discussions, “Search marketing” is still framed as brand, non-brand. Search “Marketers” are still monkeying with match types, hours, geos, audiences, negatives, and all the rest. Search “Agencies” are still proving their worth by making changes multiple times a day. All this is going backwards, profit pulverizing.

☹️

I want to share two biases:

1.…