In this episode of The Pennock Knockdown, we're joined by Lisa Raehsler, founder and CEO of BigClickCo, a recognized leader in paid search strategy. With 18 years in digital marketing and 15 years running her own business, Lisa unpacks how agencies and businesses can maximize performance by expertly integrating AI into Google Ads and other paid media channels.
Lisa shares her journey into the specialized world of PPC, her diverse work with B2B, healthcare, e-commerce, and agencies, and what excites her most about the rapid AI advancements across ad platforms. She powerfully debunks the myth that AI can replace human expertise, detailing why strategists are more crucial than ever for developing tailored strategies, catching AI's mistakes, and managing rapidly evolving features. We also dive into underrated channels like Microsoft Ads and Reddit for reaching highly engaged audiences, and discuss the future of targeting and trackability amidst evolving privacy landscapes. Lisa's insights extend beyond the ad platform, emphasizing the critical role of landing pages and a cohesive strategy for overall success. Tune in for a deep dive into the evolving world of paid media from a true industry veteran.
00:03 Meet Lisa Raehsler, Founder & CEO of BigClickCo
01:24 From Marcom to PPC Expert
02:43 Lisa's Diverse Client Mix: Businesses & Agencies
03:38 How Lisa Fell into the PPC World
04:39 What Excites Lisa Most About AI in Ads
06:07 Why Humans Still Rule in Ad Management
08:46 Managing Complex Campaigns like Performance Max
09:51 Underrated Channels & Tactics: Microsoft Ads & Reddit
13:14 The Future of Targeting & Trackability
15:46 Why Clients Underestimate AI's Capabilities
17:35 The Critical Role of Landing Pages & Websites
19:58 Advice to Her Younger Self
20:57 Where to Connect with Lisa