AI Ads & Beyond with Lisa Raehsler

Lisa Raehsler
  • 5.0 (1)
  • Marketing

Exploring the interconnection between advertising, AI technology, and digital marketing with PPC expert and international speaker Lisa Raehsler.

Episodes

  1. Oct 28

    I Just Wanted a Snack. ChatGPT Served an Ad.

    ChatGPT now rewrites advertisers’ headlines and descriptions to match each user’s conversation, and the feature is switched on by default. If you advertise on ChatGPT, the copy your customer sees may not be the copy you wrote. In this Flipping the Script episode of AI Ads and Beyond, guest host Jeremy Rivera interviews Lisa Raehsler, the show’s usual host. Lisa shares the ad ChatGPT served her after a yogurt snack chat, walks through a hypothetical where the same automation misses on relevance, and breaks down Google PMax’s new channel group controls. What you’ll learn: ChatGPT’s preamble: The intro sentence that ties the chat to your ad, and why relevance decides whether it works. Switched on by default: Both features start on. A yes or no from you beats silence. PMax channel groups: How to cap or zero out display and search partners when they drag down results. New book from Lisa: Good Enough to Replace You: What to Do When Google Ads AI Takes Over. Includes the Keep or Cancel test, four questions to run on any AI feature before you leave it on. https://www.bigclickco.com/good-enough-to-replace-you Lisa has spent 20+ years in paid search, and she runs every AI feature through her Keep or Cancel test before she leaves it on. Hit play to hear what she’d check first. Watch the full episode on YouTube: https://youtu.be/TY_bsMvUcmY Timestamps 00:00 I just wanted a snack (a hypothetical gone wrong) 00:28 Jeremy flips the script 01:10 ChatGPT ads now rewrite your copy 03:00 The preamble, and Google’s SERP rewrites 04:34 Already opted in 05:57 How ChatGPT decides an ad is “useful” 08:16 Same ad, 12 times 09:46 PMax channel group controls 12:30 Smart ads, manual labor 15:00 PMax runs on conversion data 15:34 Final thoughts 16:14 Lisa’s new book: Good Enough to Replace You Connect with Lisa Raehsler LinkedIn: https://www.linkedin.com/in/lisaraehsler/ Website: https://www.bigclickco.com/ Newsletter: https://thepaidmediamix.substack.com/ Connect with Jeremy Rivera Unscripted SEO: https://unscriptedseo.com/ Jeremy Rivera: https://jeremyriveraseo.com/ SEO Arcade: https://seoarcade.com/

  2. Sep 28

    Stop Chasing Competitors. Follow Your Customer.

    Stop chasing competitors. Follow your customer, and let their behavior decide where your PPC budget goes. AI is rewriting competitive research. Recorded live in the HeroConf San Diego 2026 Expo Center, Lisa Raehsler talks with Brittany Sager about how AI Max, LLM answers, and ChatGPT ads are changing the way advertisers size up the competition. In this episode: How to use LLMs to turn competitor reviews and Reddit threads into ad copy that stands out Why AI Max can make brand impression share look like 10% when it isn't, and what to watch instead When ChatGPT ads, Reddit ads, and AI-generated video deserve your budget, and when they need groundwork first Lisa brings 20+ years of paid media strategy to the conversation, pushing on the real decisions advertisers control: where budget goes, what the ad says, and which KPIs still mean anything. About the guest: Brittany Sager leads a team of strategists at Seer Interactive, a digital marketing agency specializing in paid media, SEO, GEO, creative strategy, and analytics. Seer builds smarter, full-funnel strategies for brands that drive growth and prove ROI with data. Her thought leadership focuses on the full customer journey and how brands can turn that understanding into real competitive advantage. Watch this episode on YouTube: https://youtu.be/gapq7sRKOCQ Connect with Brittany on LinkedIn: https://www.linkedin.com/in/brittanysager/ Connect with Lisa Raehsler LinkedIn: https://www.linkedin.com/in/lisaraehsler/ Website: https://www.bigclickco.com/ Newsletter: https://thepaidmediamix.substack.com/

  3. Sep 2

    AI Website Visitors. Here's Where They Land

    Under 1 percent of your traffic is showing you how buying decisions get made now. In this episode of AI Ads and Beyond, Lisa Raehsler talks with Ross Djunisijevic of Little Data about what visitors arriving from ChatGPT and Gemini do once they reach your site. If you manage paid media or analytics, you'll leave knowing how to find those visitors in GA4 and what their landing pages tell you about intent. They cover the user level segment that makes the pattern visible, why comparison pages take more B2B traffic than anyone expects, why niche topics like PPC get the worst AI answers, and where paid search holds its advantage as LLMs move toward paid answers. Ross also shares the accountant story that explains why clients now trust a chatbot over the specialist they hired. Watch this episode on YouTube: https://youtu.be/32mjwycVSuE Ross Djunisijevic is an analytics specialist at Little Data, working across e-commerce and SaaS. He reads the signals advertisers send to ad platforms and spends his spare time in GA4 Explorations. He stumbled into ads and analytics as a junior developer and never looked back. Find him on LinkedIn. Host Lisa Raehsler is the founder of Big Click Co., a Microsoft MVP, and a paid media strategist with more than 20 years in digital advertising. Connect with Lisa Raehsler LinkedIn: https://www.linkedin.com/in/lisaraehsler/ Website: https://www.bigclickco.com/ Newsletter: https://thepaidmediamix.substack.com/

  4. Jul 21

    Google Ads AI Helps You. Or It Helps Google

    AI is a capable driver, but the direction depends on you. In this episode of AI Ads and Beyond, Lisa Raehsler talks with Joel Miller of The Sky Floor about when Google's AI features multiply your results and when they work against you. If you run a budget, you'll leave knowing what to turn on and what to keep in your own hands. They cover auto apply and the visibility you lose with it, AI overviews absorbing low-intent searches, why platform recommendations optimize for spend velocity over your margin, and how to combine human judgment with AI instead of handing over the wheel. Joel also shares how he turned 30 hours of sales calls into a custom GPT that feeds real objections back into ad copy. Joel Miller runs The Sky Floor, a boutique agency he co-founded with his identical twin brother Alan. For 17 years they've managed live ad accounts with zero employees, working hands-on with AI tooling every day. Host Lisa Raehsler is the founder of Big Click Co., a Microsoft MVP, and a paid media strategist with more than 20 years in digital advertising. Watch this episode on YouTube: https://youtu.be/SHDxXXhxoyU Connect with Lisa Raehsler LinkedIn: https://www.linkedin.com/in/lisaraehsler/ Website: https://www.bigclickco.com/ Newsletter: https://thepaidmediamix.substack.com/ Chapters (00:00:00) - AI Ads: How They're Changing Paid Advertising(00:01:03) - In the Elevator With My Identical Twin(00:01:49) - How PayPal got into Payment Media(00:02:56) - Google's Search and Algorithms(00:05:08) - Google's Search for Advertisers(00:05:57) - On Google's Strategic Calls(00:09:14) - What Auto-Apply Does To Signals(00:11:46) - Google Search: Keyword Intent, Collapse and AI(00:14:47) - PPC: AI's Place in the Future(00:21:39) - Peakdad Takes the Sales Calls With AI(00:24:55) - Google AdWords: AI Max for Search(00:28:07) - Paid Search: AI Ad Placement(00:30:15) - AI Ad Tech

  5. Jun 22

    Google Ads Said Poor. It Was Her Best Converter

    AI optimization tools in Google Ads underperform in niche B2B lead gen accounts, and most platforms aren't telling you why. In this episode of AI Ads and Beyond, Lisa Raehsler talks with Sophie Logan about the data gap, attribution blind spots, and what senior PPC managers are doing to stay in control. Topics covered: the ad strength score problem, why the 30-conversion benchmark doesn't apply to most B2B accounts, attribution gaps in long sales cycles, when to use broad match in niche B2B, why Sophie gives auto-applied recommendations a zero, and the one thing she says B2B advertisers should never hand to automation. Subscribe on YouTube, Spotify, or Apple Podcasts to hear every episode. About Sophie Logan: Sophie is a PPC Specialist with 11 years of marketing experience, ranked 12th in the Top 50 Most Influential PPC Experts of 2026. She is Community and Editorial Manager at Rough Agenda, leading speaker content and communications for BrightonSEO and Hero Conf. She specializes in B2B SaaS and lead gen campaigns. Watch this episode on YouTube: https://youtu.be/OsQqZGMHIJQ Connect with Lisa Raehsler LinkedIn: https://www.linkedin.com/in/lisaraehsler/ Website: https://www.bigclickco.com/ Newsletter: https://thepaidmediamix.substack.com/ Chapters (00:00:00) - Opta Score recommendations: Do They Work?(00:00:32) - AI Ads & Beyond(00:01:31) - PPC Marketing(00:02:18) - How has AI Changed B2B PPC?(00:04:09) - How to Get to 30 Conversions in 30 Days with AI(00:05:06) - Will AI Optimization Help B2B Companies?(00:07:20) - Optiscore: Ad Strength(00:09:59) - Broad Match and AI Targeting in B2B PPC(00:12:46) - How to Use AI in B2B Lead Generation(00:15:57) - Have we reached a point of AI burnout in PPC?(00:22:14) - What's the one thing a B2B advertiser should never(00:25:07) - Google's Lead Generation Suggestions for B2B(00:27:30) - How to Attend SEPTEMBER's SEO & Machine Learning Conference

  6. Jun 8

    Meta Ads Auto Enables AI Features. What to Cancel or Keep

    Meta is rolling out AI features constantly and most advertisers have no idea what's been auto-enabled in their accounts. In this episode, paid media strategist Lisa Raehsler of Big Click Co. and Akvile DeFazio discuss which Advantage+ Plus features actually deliver results, which ones to turn off before every launch, and the account-level setting most advertisers don't know exists. Akvile DeFazio, founder of Akvertise and creator of Social Ad Akademy, has nearly two decades of experience managing Meta campaigns. She breaks down what she trusts, what she disables immediately, and her honest take on the new Meta AI connectors with Claude and ChatGPT. If you're running Meta ads for clients, or managing your own, this conversation will change how you review your next campaign before it goes live. Watch this episode on YouTube: https://youtu.be/JnxSDpIq_Jo Connect with Lisa Raehsler LinkedIn: https://www.linkedin.com/in/lisaraehsler/ Website: https://www.bigclickco.com/ Newsletter: https://thepaidmediamix.substack.com/ Chapters (00:00:01) - AI Ads(00:00:56) - How to Win at Q&A(00:01:42) - How to Spend Your Budget on Meta-(00:02:26) - Meta Advertising: The Future of AI(00:03:21) - Are AdWords Producers Holding Back on Meta-Ad Features?(00:05:15) - Will Meta add Advantage+ to their AdWords?(00:08:26) - Advertising Agency: How To Manually Enable or Disable Meta-(00:14:07) - Marketing Executive: Advantage + targeting(00:16:35) - Social Ad Academy: The Platform Review Process(00:19:35) - Facebook AdWords: Connect with Claude or Ads Manager(00:23:59) - Is MetaAI a Bad Idea for Advertising?(00:26:21) - Meta Advertising: Best Features and Worst Features(00:30:58) - Facebook Ad Board Ratings(00:31:50) - A conversation on AI and Meta Ad

  7. May 11

    AI Made PPC Easier. The Skills Gap Got Worse.

    John Williams, Senior Paid Media Leader, rates the skills level in PPC at a 2 out of 10. The industry stopped teaching strategy before it handed people accounts to manage. In this episode, paid media strategist Lisa Raehsler of Big Click Co. and John dig into the skills gap that automation brought to the surface, why the apprenticeship model disappeared, and what it means to be a coach instead of a lever-puller. John also shares what he's building with AI agents and three things every paid media professional should do right now to stay relevant. Watch this episode on YouTube: https://youtu.be/ZYUpfzx9ChE Connect with Lisa Raehsler LinkedIn: https://www.linkedin.com/in/lisaraehsler/ Website: https://www.bigclickco.com/ Newsletter: https://thepaidmediamix.substack.com/

    AI Made PPC Easier. The Skills Gap Got Worse.

  8. Apr 22

    AI Is Not Your Edge in PPC for Small Businesses. Strong Offers Win

    Explore how AI is transforming paid advertising strategies for small businesses with Lisa Raehsler of Big Click Co., from automation misconceptions to practical starting points. Jeremy Yang, CEO of Digital Goliath, shares his expertise on leveraging AI responsibly while maintaining a human touch in PPC campaigns. Main Topics: How AI levels the playing field for small and big businesses in PPC The importance of sharpening offers over relying solely on automation Practical starting steps for small businesses to incorporate AI in their advertising Limitations of current AI tools in creative analysis and strategic decision-making The risk and benefits of trusting AI platform recommendations The future of human-led PPC tasks amid increasing automation In this episode: Jeremy Yang discusses common misconceptions about AI's role in small business advertising He explains how AI's affordability has increased competition, changing the landscape Jeremy emphasizes the crucial role of offers and creative differentiation in winning ad spaces Practical advice for small businesses on analyzing and optimizing ad performance in the next 30 days The evolving role of humans in PPC: from media buying to strategic oversight

  9. Episode 1

    AI, Ads & Beyond: Introduction

    AI Ads and Beyond with Lisa Raehsler Explore how artificial intelligence is transforming PPC and paid ad strategy. Hosted by Lisa Raehsler, an award-winning digital marketing strategist and international speaker, this limited series uncovers how AI is changing the way advertisers plan, analyze, and optimize campaigns across Google Ads and the broader paid media landscape. Building on two decades of digital marketing experience, Lisa brings fresh insights from her work applying AI to advertising performance. She talks with innovators and marketers who are shaping the future of how ads connect with audiences and deliver measurable results. LinkedIn: https://www.linkedin.com/in/lisaraehsler/ Website: https://www.bigclickco.com/ Newsletter: https://thepaidmediamix.substack.com/

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Exploring the interconnection between advertising, AI technology, and digital marketing with PPC expert and international speaker Lisa Raehsler.

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