The 3 Hidden Sources of Wasted Ad Spend in 2026
There was a time when finding wasted ad spend was almost easy. You opened the search terms report, scrolled through the queries your ads had matched against, and the waste was right there in plain sight. Irrelevant searches burning budget, line by line. Anyone with an hour and a spreadsheet could find it and cut […]
Microsoft’s AI Max Is Here. Here’s What It Means for Your Paid Search Strategy
If you run paid search campaigns on Microsoft Advertising, things just got a lot more interesting. At the end of April 2026, Microsoft dropped a sweeping set of announcements around what they’re calling the three eras of the web. And buried inside all that agentic commerce talk is something PPC practitioners need to pay close […]
Beyond the Hype: Why AI Max Demands More Human Oversight, Not Less
Every time Google or Meta launches a “next generation” ad product, such as, Responsive Ads, Dynamic Search Ads, Advantage+, Performance Max, the core promise is always the same: efficiency, scale, and “set-it-and-forget-it” gains. AI Max is just the latest frontier in that narrative. But through our work, we’ve discovered what many early adopters are beginning […]
