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.

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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.

Special offer for listeners: Save 20% on Hero Conf San Diego (September 2026) tickets. Use code AI-ADS20 or visit: https://ppchero.com/hero-conf-san-diego-september-2026/ai-ads-beyond-offer-sd26/

• (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

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.

• (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

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.

If you work in PPC or lead paid media teams, hit play.