What happens when a former journalist discovers the power of Google Ads? For Andrew Hughes, it sparked a 15-year career in digital marketing that took him from small-scale campaigns to leading global SEM at Xero. Along the way, he even won one of Google’s most prestigious global awards.

In this episode of Marketing Masters, Zania unpacks the thinking, strategy, and financial modelling behind Andrew’s high-performance marketing approach. From budget planning to full-funnel frameworks, and from AI automation to boardroom credibility, this episode is a practical guide to mastering SEM at scale.

What you'll learn:

• How a $10-a-day campaign kickstarted Andrew’s curiosity in paid media
• Why smart marketers “earn the right to spend” by starting with unit economics
• How Xero structures SEM inside a global SaaS business
• Full-funnel marketing strategies that link brand, performance, and acquisition
• How automation, AI, and Performance Max are reshaping paid search
• How to build trust with finance and executive teams using clear outcomes and a sharp strategy

If you’re working in paid search, performance marketing, or responsible for digital growth, this conversation is essential listening.

#MarketingMasters #DigitalMarketing #SEM #PerformanceMarketing #AndrewHughes #XeroMarketing #GoogleAds #FullFunnelMarketing #Marketing #MarketingLeadership