Notes from the ad account
What is actually happening to search, written from the paid media side. Evidence first. Including the parts that say a popular idea does not work.
Google Ads
Performance Max will spend your budget on your competitors
A routine audit found a campaign returning 19 cents on the euro against a 5x target, with most of that spend going to brand names that were not the client’s. How it happens, and what to check this week.
AI searchllms.txt will not get you cited by AI
Two studies, one across 300,000 domains and one across 137,000 sites, found no measurable citation lift. I still wrote the file. Here is why, and where the rest of that hour should go.