If you've been managing Google Ads campaigns recently, you've probably noticed Google pushing you toward new AI-powered features and campaign types. From Performance Max to AI Max for Search, automation is becoming an increasingly central part of how Google Ads operates. But not everyone is convinced. Some advertisers have experienced disappointing results, while others worry about losing control over targeting, budgets, and where their ads appear. So, should you be using t

Anyone who's marketed for a financial or legal services brand knows the big deals don't close overnight. When serious money is about to change hands, both sides do their homework. Prospects compare providers and firms, gather documents, loop in a spouse or an accountant, and sleep on it. Firms verify eligibility, check for conflicts, and qualify the opportunity or the case. That due diligence is healthy. It's also exactly what stretches a sales cycle from days into weeks or

Search campaigns are one of the most direct ways to connect with people actively looking for what your business offers. But simply choosing keywords and waiting for conversions to roll in isn't enough to get the most out of it. Instead, focus on giving the platforms better information, applying effective practices, testing with purpose, and continuously directing investment toward opportunities most likely to drive profitable growth.

Before you decide how much you're willing to spend on a test, you should know what you're hoping to get out of it. After all, your budget should be driven by the value of the answer to your question. The dream outcome is obvious. You discover a channel full of your ideal customers, they're converting below your CAC target, and you've found your next growth engine. Ten or fifteen years ago, that happened more often. Today, it rarely does.