When click volume tanks, most advertisers start poking around in Google Ads looking for what broke. They tweak bids, fiddle with keywords, maybe pause a few underperformers. That's backwards. A click drop is a symptom. The actual problem usually lives on your website. Google Is Grading Your Website. Most Businesses Are Failing. Quality Score isn't some arbitrary number Google invented to annoy you. It's their way of telling you whether your landing page is doing its job. Thre

They Matter More Than the Usual Feature Dump Every January, ad platforms announce updates. Most are incremental. Some are marketing spin dressed up as innovation. But Microsoft's recent changes to their automated campaigns address something I've been pushing clients to think about for some time now. It's the tension between letting algorithms optimize and actually growing your business. The Real Problem With Automated Campaigns Here's what drives me crazy about most automati

Only 8% Of Companies Are Aligned I've spent 25 years in performance marketing. For at least 20 of those years, I've been having the same conversation with clients about sales and marketing alignment. The conversation hasn't changed. The data hasn't changed. The advice hasn't changed. And somehow, only 8% of companies have actually fixed the problem. 92% are about to learn what that costs when the old playbooks stop working altogether That's not a trend piece. That's an indict

I'll say it again: we need to take a breath. Every few months, a new wave of articles warns that search has fundamentally changed and your entire strategy needs to pivot. This time it's "hyper-personalization"—the idea that no two users see the same results, so everything you know about visibility is obsolete. Google has used all of it since at least 2012 Except personalization has been baked into search for over a decade. Location, device, search history, language—Google has

Your martech stack is underperforming. Not because the tools are bad, but because nobody's connecting strategy to execution. You bought the platforms. You integrated them (mostly). You're paying the monthly fees. And yet the results don't match the sales demo that convinced you to sign. The solution everyone talks about is hiring specialists. Build out your team. Get dedicated experts for each discipline. The problem is most mid-market businesses can't afford to expand their

Why Most CMOs Are Organizing Lists Instead of Driving Revenue Three forces are converging on your 2026 marketing budget: AI is fragmenting how buyers discover brands privacy regulations are shrinking your targeting options acquisition costs keep climbing The CMOs who thrive will be the ones who know their audiences deeply enough to reach them efficiently without relying on third-party data crutches. That requires segmentation. Real segmentation—not the kind where you slice an

A Reality Check for CMOs Planning for 2026 Why This Year Was Different Every year brings change but 2025 was different. This was the year that separated what came before from what comes next—a genuine inflection point where theories became measurable realities and strategies that worked for a decade started failing in real time. For years, we talked about AI disrupting search. We speculated about zero-click futures. We debated whether Google would cannibalize its own traffic.

AI is a tool, not a strategy. It's a capability, not a business model. Sundar Pichai just told the BBC something every marketing agency should tattoo on their foreheads: AI models are still making mistakes, and businesses need to stop treating them like magic solutions. I've seen this movie before I was there for the dot-com bubble and the spectacular crash that followed. I actually bet my entire career in marketing on the idea that eventually—eventually—there would be a legi

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