The shift

It's not just organic search that's changing. Paid is too.

Everyone is talking about how ChatGPT and Gemini are changing how people find brands. Almost nobody is talking about what's happening on the paid side at the same time.

Google's Performance Max has quietly become one of the most AI-driven ad products in history, using Google's models to decide who sees your ads, where they see them, and what they see. ChatGPT just rolled out its own ad platform. Bing, Perplexity, and others are right behind.

The paid search era you knew is being rebuilt around AI in real time. The brands that figure out the new playbook first are going to spend the same money and get dramatically more out of it. The ones who don't are going to keep running 2018-style PPC and wonder why their costs keep climbing.

The platforms we run

Three AI ad platforms. One honest take on each.

We won't pitch you a platform that isn't working. Here's what we actually run, what we don't, and why.

The workhorse

Performance Max

The most consistent ROAS in our entire paid stack.

Performance Max is Google's AI-driven ad product, and it has quietly become the single best-performing channel we run for most clients. We handle both the initial campaign build and ongoing management. You don't have to come in with existing campaigns. We start from scratch if needed.

What makes Performance Max different from traditional PPC is that you aren't bidding on individual keywords or placements. Google's AI decides where to serve your ads (Search, Display, YouTube, Gmail, Discover, Maps) and who to serve them to, based on your conversion data and creative assets. You still get strong keyword and audience targeting controls. You just don't have to micromanage them.

The result we see most often: lower cost per conversion than traditional PPC, with the AI doing the optimization work that used to take weekly bid adjustments. Plus, it doubles as a retargeting layer, so you stop needing a separate remarketing campaign.
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We treat GPT Ads as a small, intentional bet alongside whatever else is driving real revenue. The point isn't to replace Performance Max or your existing channels. The point is to be in the room when ChatGPT ads matter, and not be the one scrambling to figure them out when they do.

Works best for

Ecommerce with strong organic traffic

Competition level

Almost none

And

Home service businesses

Best framing

A small bet, not a main channel

Beta · Early bet

GPT Ads

Low competition. High upside. Get in before everyone else does.

ChatGPT is rolling out ads in beta. Results are early and inconsistent, the platform isn't fully mature, and we won't pretend otherwise. But here's the thing nobody else is going to tell you straight: competition is almost nonexistent right now, and the brands that get in early on a modest budget are going to have a real moat when the platform opens up.

This is the same setup as Google Ads in 2003 or Facebook Ads in 2010. The cost is low because the demand is low because most agencies haven't even figured out how to run these yet. The window is open, and it's not going to stay open forever.

Status

Beta (real, working)

Competition level

Almost none

Suggested test budget

$850-$1,000 per month

Best framing

A small bet, not a main channel

We're at the forefront of AI search, organic and paid.

Regular Google Ads agencies are good at Google Ads. We're built for what Google Ads is becoming, and for everything else that's emerging around it.

01

We see the whole picture, paid and organic.

Most PPC agencies don't think about AEO. Most AEO agencies don't think about paid. We do both, on purpose, because they reinforce each other. The same content that gets you cited by ChatGPT improves your ad landing pages. The data from your paid campaigns sharpens your AEO targeting. Running them together is dramatically better than running them apart.

02

We move fast on new AI ad platforms.

When GPT Ads launched, we were running them within weeks. Most paid agencies will catch up in six months. By then, the early-mover window is closed. Because we live in the AI search space, new ad platforms aren't a learning curve for us. They're an extension of work we're already doing every day.

03

We'll tell you straight when something isn't working.

You read it above. We're not running Google AI Search Ads as a service because they're not performing yet. Most agencies pitch every platform equally hard because they're afraid to lose business. We'd rather earn your trust by telling you the truth about where to spend.

Who this is built for

Who AI Ads make sense for.

Paid AI advertising works best for certain kinds of businesses. Here's the honest read.

You're a good fit if you are

An ecommerce brand with at least some organic traffic to build on
A home service business looking to scale lead volume predictably
Already running paid ads and want a more AI-native approach
Open to allocating part of your budget to test new platforms (GPT Ads) alongside the proven ones
Looking for one agency that handles both paid and organic AI search, not two separate vendors

Ready to run AI-native paid?

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