Why Google Ads Still Wins (And What AI Gets Wrong About It)
AI tools are good at Google Ads execution and poor at strategy. Here's the three questions every advertiser needs to answer before touching the account, and why they matter more now.
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Performance Marketing · AI · Dev
Building
sharper.
Brazil · London · Malaga
I'm Gustavo. Over 20 years running performance marketing for some of the world's biggest brands. I care about the work that actually moves things: stronger results, sharper teams, cleaner strategy. I write about what I learn along the way, now from a beach in Málaga.
Performance
What actually moves the number. Not the vanity metrics, not the pretty report. The decision that changes next month.
AI
Less noise, more signal. Where it genuinely changes outcomes and where it is just process dressed up as progress.
Building Things
What you learn when you have to make it work yourself. The part nobody writes about until after it ships.
Latest writing
What Google's New AI Ads Actually Mean for Your Budget
Google's Gemini-powered ad formats are live. Here's what I've seen in real accounts during the learning period, what inputs you need to get right, and what to expect.
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What an AI-Native Marketing Team Actually Looks Like
When AI handles execution, the bottleneck shifts to judgment. What Anthropic's team restructure taught me about running better marketing operations and where to focus human attention.
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Meta's Personal AI Changes How Customers Buy. Here's What to Do.
Meta's Muse Spark will mediate how customers discover and choose products. Here's what I'm prioritising across client accounts as this shift unfolds and what your business should focus on now.
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AI Is Rebuilding Marketing. Here's What's Actually Changing
AI has automated marketing execution. Here's what I see shifting in real accounts and what your business should do before your competitors figure it out.
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Before You Give an AI Agent Access to Your Ad Account
AI automation in Google and Meta accounts is powerful and risky. Here's what I've learned about scoping permissions, monitoring for problems, and staying in control.
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