When someone asks an AI assistant to recommend a local installer, a specific set of signals decides who gets named. Most of them are things home improvement firms already have — just not in a form machines can read.

Optimising to trial starts is the most common way SaaS accounts quietly break. A framework for feeding real activation and revenue signals back into bidding, so the platform chases customers rather than sign-ups.

Software buyers increasingly arrive with a shortlist already formed by an AI assistant. If your product isn't in that conversation, you're competing for second place before the first click happens.

Performance Max will spend your budget wherever it finds the cheapest conversions — which is rarely where your margin is. How to structure feeds, exclusions and signals so it works on your terms.

AI assistants increasingly answer product questions directly, and they lean on structured data to do it. The merchant feed you built for Shopping is now doing double duty — and most are badly underspecified for it.

Healthcare advertising restrictions rule out most of the targeting levers other sectors rely on. What still works: intent-led search structure, careful creative, and letting the landing page do the qualifying.

AI assistants are cautious with health topics and cite conservatively. That's an advantage for brands with genuine clinical evidence — if it's published somewhere a model can actually find and verify it.

Running Google Ads and AI search optimisation as separate projects wastes the compounding effect between them. The case for treating every surface a buyer uses as one discipline with one set of numbers.

AI answers often resolve a query without sending anyone to your site, which breaks the reporting most teams rely on. A practical approach to tracking citation share, prompt coverage and downstream branded demand.