Food for thought

Everything gets sold as one thing now: AI. But a chat window, a bidding algorithm and a forecasting model fail in completely different ways, and picking the wrong one costs real budget. Torkel Öhman on why LLMs shouldn’t be anywhere near your budget, and what should.

MCPs, agents, LLMs, and the one thing the “fire your agency” posts keep leaving out.

Agentic AI is having a moment. Tools that book your meetings, answer your emails, and build your apps. The pitch sounds great. The execution is more complicated. Here’s where AI agents genuinely help, where they don’t, and what most of the pitches are leaving out.

Your search account looks great on paper. Strong CTR. Efficient CPCs. ROAS, the CFO can’t argue with.
There’s just one problem. A chunk of that spend? You were getting that traffic anyway.

Ever feel like your marketing efforts are putting in the work, but the conversions are just taking their sweet time to show up? If you’ve ever tracked a campaign and wondered why the magic isn’t happening immediately, you’re not alone. Welcome to the world of conversion lag.

In competitive industries, the cost per click of some keywords could eat up your entire ad budget. But how expensive are expensive keywords in Google Ads? Turns out they can be very expensive. We took a closer look.