Paloma Ferro

Flat-fee management aligns your agency's incentives with campaign efficiency, not spending growth.

Approvals on every AI recommendation keep your paid search program manual, not automated.

AI handles bid decisions, but humans still control what success means.

Campaigns lose their most valuable asset when each reset discards what previous ones learned.

Agents handle research, creative, launch, and optimization across platforms without human execution.

Flat retainers align agency incentives with client efficiency instead of ad spend growth.

Google's machine learning now targets buyers before they signal intent.

Human judgment must define where AI acts autonomously and where the business's accountability ends.

B2B advertisers must feed AI differently than consumer brands do.

Algorithms built for fast consumer cycles fail when B2B deals take months to close.

Google's new terms let AI rewrite your ads without approval, forcing testing as your only control.

AI agents now execute bid changes and budget shifts around the clock, not just suggest them.

Set up your GA4 conversion events to match actual buyer intent, not just form fills.

Clean conversion data matters more than which bidding strategy you pick.

Google's automated bidding fails in B2B because it's built for high-volume e-commerce.

Marketing and sales need separate scorecards to stop arguing about the same leads.

Learn which AI actually runs your campaigns versus which just hands you suggestions.

Most B2B teams measure CAC wrong, then misread what the number actually means.

Lead source matters more than demographics in predicting which prospects will convert to sales.

How to organize asset groups by buyer intent instead of campaign convenience.

PMax works only when it optimizes toward qualified pipeline, not form fills.

Low Quality Scores silently inflate B2B ad costs across entire campaigns.