You’re a technical expert. You optimize bids, refine keywords, test continuously, yet growth has stalled. Why? What if the relentless focus on your own channel is the very thing holding back results?

In this session, Kirk will challenge the core assumptions of search marketing growth. You’ll discover why treating PPC as an isolated scaling engine leads to frustration and wasted budget, and how reframing your role from channel technician to strategic business partner is the key to new growth opportunities in an increasingly complex AI-driven landscape.

You’ll learn how to:

• Recognize your channel’s true limit: Identify the data signals that show you’ve hit the “Efficiency Plateau” and what you need to do next.
• Become a business detective: Based on real-life scenarios, we’ll discuss how to ask the right strategic questions about product, offer, and demand to uncover the actual issues hindering performance.
• Turn data into influence: Communicate insights in a way that connects with business goals, shifting the focus from channel blame to collaborative business solutions.