Building up my team of amazing PPCers and digital marketers to be able to handle so much more. While personal accolades are great, I am super proud to have such a fantastic team that can handle so much. Sometimes we forget that we are only one person, and having more steadfast people around you that are as good as you (or better) is critical.
I love moderating sessions, so SMX being back in person in 2025 was a bright spot. Felt good to be back up on the big stage helping get the most out of speakers!
I had a lot of big plans, like a new podcast and didn’t get to all of them. I like to be pretty ambitious and a lot of other work stuff just got in the way this year that sidelined it for a bit. But stay tuned!!
I’d have to go with Barry Schwartz, the amount of content that he puts out everyday always has me thinking that I can do more.
Recording Marketing O’Clock. It is always a riot and all of the others people that I have the privilege to work with always crack me up. Most days what is off camera is even funnier than what is on camera!
Non-Google Ads specific answer, but AI Mode. I think that the looming changing of Google Search is the biggest deal that we’ve seen in a long time. We have to start thinking more about intent.
Having an open mind and testing. Many times people get stuck in their ways, but if you test and try new things it is the best way forward. Even testing things you think may not work! In 2026 test those landing page ideas that may not work, ad creative and campaign types. Keep testing people!
It is ok to have your platform metrics not look as amazing as long as your company’s (or client’s) business metrics are great. What I mean by that is, lean into incrementality and use new features like Google’s testing tool to see what really moves the needle. If you don’t need to spend on branded search terms (some people need to) then don’t! Spend that money higher up the funnel on people that don’t know you and lean into incremental volume. Work to educate your bosses or clients on why this is important and what you’ll expect to see. But just because platform metrics look good, it doesn’t mean you are doing a great job. I always joke that if an exec walked into a meeting and made decisions, the only spends may be on branded and remarketing. Find the incrementality!
There is always a reason not to do something that you know you should do, but just do it anyway. I am telling you that it is ok and you should do it. Whether it is going to a speaking club to become a better speaker, hitting the gym on a regular cadence, setting up a podcast, making video content, writing for a publication. Just do it. Sometimes we get in the way of ourselves by thinking about the worst outcomes. I bet you’ll be proud of our outcome if you just do it.
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