Episode Overview:

In this Marketing in the Age of AI episode, Emanuel Rose welcomes back Lisa Raehsler (BigClick Co) to unpack the future of paid ads across Google, LinkedIn, Microsoft Ads, YouTube, and more. We dive into predictive performance modeling, smarter bidding, ROAS targets, attribution across long sales cycles, and why DIY PPC can cost more than it saves. Practical strategy, KPIs that matter, and how AI is reshaping campaign setup and optimization.

What You’ll Learn:

• How predictive performance modeling helps platforms identify high-converting audiences before launch

• Setting and stair-stepping ROAS targets (and why you shouldn’t demand “10x on day one”)

• Smarter attribution: tracking multi-touch journeys and long B2B sales cycles

• KPI focus beyond clicks: conversion value, LTV signals, engagement as conversion, CPA

• Why a brand + demand mix (e.g., 60/40) boosts retargeting and lowers acquisition costs

• The hidden cost of DIY PPC—and how expert setup turns AI automation into profit, not waste
  

Featured Guest:

Lisa Raehsler — Founder of BigClick Co, recognized PPC expert specializing in integrating AI into paid media strategies across search, social, display, video, and CTV.

Guest LinkedIn: http://www.linkedin.com/in/lisarockssem/

Episode Highlights:

• 🤖 AI bidding, real time: Platforms use behavior, propensity, and auction signals to hit ROAS goals.

• 🎯 Ramp with intent: Start broader, gather data, then tighten to profitable ROAS.

• 🧭 Attribution evolved: Multi-touch and longer-path B2B measurement improves budget allocation.

• 🧪 Creative & audiences: Brand-first upper funnel feeds efficient retargeting and cheaper CPAs.

• 🧰 Stack picks: Google Ads, Microsoft Ads, LinkedIn; YouTube, Pinterest, and Reddit where fit.

• ⚠️ DIY caution: “Set-and-forget” wastes spend—expert frameworks + AI = durable lift.
  

Connect and Explore More:

Host website (Emanuel Rose): https://emanuelrose.com/ Emanuel’s AI book: https://emanuelrose.com/product/authentic-marketing-in-the-age-of-ai/

Connect with the Host (Emanuel Rose):

LinkedIn: https://www.linkedin.com/in/b2b-leadgeneration/ Instagram: https://www.instagram.com/emanuelroseauthor/ Facebook: https://www.facebook.com/EmanuelRoseAuthor YouTube: https://www.youtube.com/@marketingintheageofai-ec6fx

Connect with the Guest (Lisa Raehsler):

LinkedIn: http://www.linkedin.com/in/lisarockssem/

BigClick Co site: https://bigclickco.com/

Further Reading or Resources:

• Episode blog recap: https://emanuelrose.com/leveraging-ai-powered-ppc-strategies-for-maximum-marketing-impact/

• Host site: https://emanuelrose.com/

• Book: Authentic Marketing in the Age of AI — https://emanuelrose.com/product/authentic-marketing-in-the-age-of-ai/
  

If you’re scaling paid media (or stuck at “it depends”), Subscribe, Like, and drop a question about your ROAS target or channel mix. Share this with your PPC or RevOps lead to pressure-test your goals and modeling. 🔥

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