Getting Granular

Hosted by Granular

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Aug 2026

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Welcome to Getting Granular; the podcast where digital marketing experts from the agency Granular talk about the latest trends, tried and true best practices, and share their unfiltered thoughts about the industry. Based in Milwaukee, and laser-focused on PPC.

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August 18, 20268 min

The Click Brief Podcast: July 2026

Episode Highlights Biggest Platform Shift Google is beginning to move Local Services Ads into Google Ads as specialized Performance Max campaigns. While bringing everything into one platform should make management easier, advertisers will lose some control, including manual bidding and service-level target CPA settings. Historical performance reports also won’t transfer, making it important to export data and establish benchmarks before migration. Platform to Watch OpenAI continues building ChatGPT Ads into a more complete performance advertising platform with conversion optimization, geographic exclusions, automatic budget pacing, advanced matching, bulk management through the Ads API, and updated product feed ads. Jeremy sees ChatGPT becoming a legitimate channel worth testing heading into Q4 for advertisers with the available budget. AI Advertising Watch Google is testing AI-generated summaries beneath paid search ads, with similar descriptions appearing on Shopping and product ads. The experiment raises questions about advertiser control when AI-generated copy can potentially appear alongside ads without being directly written or approved by the advertiser. Competitive Landscape One year after Amazon withdrew from U.S. Google Shopping auctions, the competitive landscape continues to shift. Some advertisers gained traffic and impression share, while competitors including Walmart, Temu, and SHEIN have moved in and out of the space, creating a different mix of competition. AI Lab Watch The Click Brief adds a new AI Lab Watch section covering developments beyond the advertising platforms themselves. July included new models from OpenAI, Anthropic, Google, Grok, Meta, and China’s Moonshot AI, along with the growing conversation around open-weight models, AI capabilities, and claims that the industry is approaching the singularity. Other Platform & AI Updates • Local Services Ads will remain keywordless and continue using a pay-per-lead model after moving into Google Ads • Existing LSA customer contacts, messages, and eligible call recordings will move into Google Ads Lead Manager • ChatGPT Ads added conversion-optimized CPC campaigns and refreshed product feed ads with prices and star ratings • OpenAI expanded advertiser controls with geographic exclusions, automatic daily pacing, advanced matching, and bulk management • Google’s AI-generated ad summaries remain a limited experiment, but Granular is watching for expanded testing and advertiser controls • Amazon remains absent from U.S. Google Shopping auctions despite returning to some international markets • New AI models and the growing divide between closed and open-weight models continue reshaping the broader AI landscape Final Take July was a quieter month for major paid media announcements, but the updates point to two trends worth watching: advertising platforms continue consolidating management while giving more control to automation, and AI platforms are quickly developing more sophisticated advertising capabilities. For advertisers, the priority remains the same—understand what control is being gained or lost, preserve the data you need, and test emerging channels based on real business results rather than hype. Follow The Click Brief for fast, no-fluff performance marketing updates every month. Visit The Click Brief blog for more in-depth analysis and updates from July

August 13, 202632 min

PPC Origins - Noah Hardy

Introduction (00:23): Host Chris Cesar welcomes listeners back to Getting Granular for the 50th episode of the podcast and introduces Noah Hardy, one of Granular’s newest team members. Noah shares a bit about himself, including his nearly decade-long career in digital marketing, love of travel, video games, cooking, and life in Grafton, Wisconsin. Getting an Early Start in Digital Marketing (03:58): Noah traces his PPC origins back to college, when he joined Milwaukee startup GenoPalate at just 19 years old. Working across everything from email and SEO to paid media and even supply chain gave him broad experience, but the speed and measurable results of PPC quickly stood out. Why Paid Media Stuck (06:53): The ability to make a change and see tangible business results drew Noah toward paid media. He reflects on how PPC has evolved over the past decade, from granular keyword structures and easier tracking to increasingly automated platforms driven by algorithms, creative, and conversion signals. Finding His Strength in Paid Social (09:17): Noah discusses his passion for paid social, particularly creative strategy and testing. He explains how developing new messages, formats, and creative concepts can produce significant growth when marketers find ideas that truly resonate with an audience. From VaynerMedia to Granular (10:35): After working with e-commerce brands and major clients like Bose, Noah eventually found his way to Granular. He shares why the agency’s collaborative culture, experienced team, strong client relationships, and return to in-person work have made Granular stand out from previous roles. Building Trust With Clients (14:32): Noah explains that strong client relationships start with understanding the business behind the campaigns. From margins and profitability to growth goals and individual communication needs, he believes good PPC management requires understanding both the numbers and the people behind them. Reporting Beyond Surface-Level Results (17:48): When evaluating campaign performance, Noah focuses on incrementality, profitability, testing, and context rather than simply reporting that revenue went up or down. He discusses using experiments, historical comparisons, and seasonality to understand what actually drove performance and what marketers should do next. AI and the Future of PPC (19:41): Noah sees AI as one of the biggest forces shaping paid media, but doesn’t believe PPC professionals are about to be replaced by AI agents. Instead, he’s excited about using AI to automate time-consuming tasks and tackle complex data analysis, freeing marketers to spend more time on higher-value strategic work. Keeping Humans in Control of Automation (23:47): As Google and other platforms remove more manual levers, Noah discusses the shift from hands-on campaign management toward guiding increasingly sophisticated algorithms. While automation can improve performance, he cautions against a future of “just trust me, bro” campaigns where advertisers lose visibility and control. The Evolution of YouTube Measurement (26:29): Noah and Chris explore the challenge of proving YouTube’s performance value, particularly for smaller advertisers without access to expensive measurement models. Noah highlights attributed branded searches as an especially promising development for connecting upper-funnel YouTube activity to measurable business results. Words of Wisdom: Find Work You Enjoy (30:31): Noah encourages listeners not to waste years doing work they hate. After experiencing roles that weren’t the right fit, he says his first few months at Granular have reinforced the value of finding work—and a company—that makes the day-to-day genuinely enjoyable. Wrap-Up (31:53): Chris thanks Noah for joining the podcast and helping celebrate Getting Granular’s 50th episode. Noah embraces the honor of becoming the milestone guest before Chris encourages listeners to subscribe for more PPC tips, insights, and digital marketing conversations.

July 20, 202632 min

PPC Origins - Connor Lom

Introduction (00:12): Host Chris Cesar welcomes listeners back to Getting Granular and introduces Paid Media Analyst Connor Lom, Granular's youngest hire and a graduate of the company's mentorship program. Connor shares a bit about himself, including his love of music, marathon training, and community service. From College to Paid Media (07:15): Connor explains how he discovered Granular through a university mentorship program while pursuing degrees in marketing and data analytics. After applying to more than 200 jobs, he credits persistence, networking, and building relationships for ultimately landing his role at Granular. Breaking into the Industry (11:12): Connor reflects on entering paid media with little prior experience, what surprised him most about the industry, and how AI has quickly become both an essential tool and a source of uncertainty for new professionals. Developing Skills Through Data (14:45): Connor discusses his growing responsibilities across Google Ads, Microsoft Ads, Meta, LinkedIn, programmatic advertising, and measurement. He explains why he enjoys analytics, controlled testing, and learning just as much from unsuccessful experiments as successful ones. Why Granular Stood Out (17:59): Company culture, mentorship, collaboration, and a willingness to invest in developing talent made Granular the ideal place for Connor to begin his career. He shares why feeling supported and respected has been instrumental in his professional growth. Building Better Client Relationships (20:53): Connor explains his approach to managing client work by staying curious, asking thoughtful questions, remaining organized, and treating every client's business as if it were his own. He also emphasizes the importance of building trust through genuine relationships. The Future of Paid Media (27:35): Connor shares why both the most exciting and most concerning aspect of PPC is its constant evolution. As AI continues reshaping the industry, he believes marketers must balance embracing automation with maintaining strategic control. Words of Wisdom: Build Relationships, Not Just Applications (29:22): Connor encourages students and job seekers to spend less time submitting applications and more time connecting with professionals through informal coffee chats, certifications, and continuous learning. His advice highlights how meaningful relationships can open more doors than resumes alone. Wrap-Up (32:05): Chris thanks Connor for joining the podcast and congratulates him on checking "appear on a podcast" off his bucket list before encouraging listeners to subscribe for more conversations about paid media, PPC, and digital marketing.

July 13, 202642 min

The Click Brief Podcast: June 2026

Jeremy Packee and Emily Anderson break down June's biggest paid media updates, including Google's AI Max delay, new Smart Bidding controls, OpenAI's expanding advertising platform, and Meta's latest AI creative tools. They also discuss Reddit's growing role in product discovery, new Google Analytics reporting features, and what these changes mean for advertisers navigating an increasingly AI-driven landscape. As always, the conversation focuses on separating platform hype from practical strategies marketers can apply today. Episode Highlights Biggest Relief Google delayed the automatic migration from Dynamic Search Ads to AI Max until February 2027, giving advertisers more time to test AI Max before the transition becomes mandatory. Most Significant Change Google's Smart Bidding updates will optimize more aggressively toward target CPA and target ROAS goals for budget-limited campaigns, potentially changing how advertisers approach bidding strategies. Platform to Watch OpenAI continues expanding its Ads Manager with product feed campaigns, signaling that ChatGPT is becoming an increasingly viable advertising channel for e-commerce brands. Creative Reality Check Meta introduced new AI-powered creative tools and brand memory features, but advertisers should continue reviewing AI-generated assets carefully before publishing. Reporting Win Google Analytics introduced cleaner source grouping and additional reporting integrations, making attribution and campaign analysis easier to manage. Other Platform Updates • AI Max remains the default option for new Google Search campaigns • Google expanded Smart Bidding Exploration and introduced Promotion Mode for seasonal campaigns • Reddit launched new community-powered shopping ads and AI-assisted ad creation tools • Google added attributed brand searches and Shorts engagement metrics for YouTube campaigns • Microsoft introduced Product Explorer within Merchant Center • Google is testing a "Strongest Match" label on search ads • Google Analytics now integrates directly with Google Business Profiles • Amazon introduced Sponsored Brands Gallery for richer branded shopping experiences • Triple Whale added AI visibility reporting for e-commerce brands Final Take June's updates reinforce a trend we've been watching all year: AI is becoming the default across nearly every advertising platform. While these new tools offer more automation and efficiency, advertisers still need strong measurement, clean data, and human oversight to ensure AI is driving real business results—not just platform metrics. Follow The Click Brief for fast, no-fluff performance marketing updates. Visit The Click Brief blog for more in-depth analysis and updates from June

July 9, 202630 min

PPC Origins - Chris Geracie

Introduction (00:01): Host Chris Cesar welcomes listeners back to Getting Granular and introduces fellow Granular team member Chris Gerasi, joking about having yet another Chris on the team. Meet Chris Gerasi (01:47): Chris shares his background growing up in Dallas, Texas, why he chose to move to Milwaukee, and how his passions for music, home brewing, and building community made Wisconsin feel like home. Discovering Paid Media (07:54): After returning to school at 30, Chris graduates during the height of COVID and unexpectedly lands a paid media internship that changes the trajectory of his career. He explains why PPC's blend of strategy, analytics, and storytelling immediately clicked for him. Finding the Right Fit at Granular (11:24): Chris talks about moving to Milwaukee, literally walking past Granular's office before later applying for a position, and why the agency's culture and collaborative environment made it feel like the right place to grow. How Paid Media Has Evolved (14:06): Chris reflects on how PPC has shifted from highly manual campaign management and data analysis to AI-assisted workflows, while emphasizing that critical thinking and human insight remain essential. Building Strong Client Relationships (16:25): Collaboration, transparency, and clear communication are at the core of Chris's approach. He explains why aligning on goals early—and being honest when results fall short—builds long-term trust with clients. The Future of Audience-First Marketing (22:10): Chris shares his perspective on where paid media is headed, discussing AI, automation, creative personalization, and why understanding your audience will become even more important as platforms continue to evolve. Words of Wisdom: "Go Listen to Jazz" (27:57): Chris shares a lesson from his first mentor about continually learning from others, staying curious, and remaining open-minded regardless of experience level. Wrap-Up (30:25): Chris Cesar thanks Chris Gerasi for joining the podcast and encourages listeners to subscribe for more conversations about paid media, PPC, and digital marketing.

June 16, 202653 min

The Click Brief Podcast: May 2026

Jeremy Packee and Emily Anderson break down the biggest paid media story of the year so far: Google Marketing Live 2026. The episode explores Google's vision for an AI-powered future, including major updates to AI Mode, AI Max, Demand Gen, Merchant Center, measurement, creative workflows, and agentic commerce. The hosts discuss how search is becoming more conversational, why first-party data is increasingly critical, and what Google's new tools mean for advertisers managing both e-commerce and lead generation campaigns. They also examine emerging features like Universal Cart, AI-powered shopping experiences, predictive conversion modeling, and Google's growing use of AI assistants across its advertising ecosystem. As automation continues to expand, Jeremy and Emily focus on the practical implications for marketers, separating platform promises from real-world application and highlighting where human strategy still matters most. Episode Highlights Biggest Shift Google is transforming search from a keyword-driven experience into an AI-powered conversation, creating new opportunities—and new challenges—for advertisers trying to maintain visibility and control. Most Interesting Announcement Universal Cart and the Universal Commerce Protocol could allow users to discover, evaluate, and purchase products directly within Google experiences without ever visiting a website. Biggest Opportunity Merchant Center is evolving into a strategic AI input layer. Advertisers with clean product feeds, rich attributes, lifestyle imagery, and strong first-party data may gain a significant advantage in AI-powered shopping experiences. Measurement Upgrade Google introduced predictive conversion metrics designed to connect upper-funnel activity, branded searches, video views, and site engagement to future conversion value beyond traditional attribution windows. Tool Worth Testing Ask Advisor continues expanding across Google Ads, Analytics, Merchant Center, and other platforms, helping marketers surface insights and troubleshoot issues more efficiently. Other Platform Updates • AI Mode continues expanding as Google's preferred search experience • AI Max is becoming more prominent within Search campaigns and broad match targeting • Demand Gen is receiving new attribution, testing, and measurement capabilities • Google is introducing AI-powered lead qualification directly within search ads • AI Brief provides advertisers with a way to guide AI-generated creative using brand instructions and campaign goals • Asset Studio adds expanded video generation and one-click creative testing workflows • Product feeds are expanding into additional surfaces, including paused YouTube ads and Google Maps placements • Creator partnership content can now be boosted more easily through Demand Gen campaigns • Google is emphasizing first-party data, modeled measurement, and causality testing as core inputs for AI-powered optimization Final Take Google's vision is clear: more automation, more AI, more conversational experiences, and more commerce happening directly inside Google's ecosystem. The challenge for marketers isn't whether to adopt these tools—it's understanding where they create real value, where they still require human oversight, and how to maintain control over data, measurement, and business outcomes as advertising becomes increasingly AI-driven. Follow The Click Brief for fast, no-fluff performance marketing updates. Visit The Click Brief blog for more in-depth analysis and updates from May

June 10, 202638 min

The Click Brief Podcast: April 2026

Jeremy Packee and Emily Anderson break down April’s biggest paid media updates, including Google’s aggressive AI Max expansion across Search and Shopping campaigns, Microsoft launching AI Max for Search, and OpenAI officially entering the ad platform space with self-serve ChatGPT ads and CPC bidding. They also discuss Google’s new AI-powered qualified call lead tracking, Meta opening AI connectors for advertisers, and the growing shift toward conversational and visual search experiences. The episode explores how AI-generated ad copy, automation-heavy campaign types, and intent-based targeting are changing the way advertisers think about performance media strategy. While these tools continue evolving rapidly, the hosts emphasize the importance of testing carefully and maintaining strong human oversight. Episode Highlights Biggest Shift Google officially replacing Dynamic Search Ads with AI Max marks another major step toward keywordless and AI-driven campaign management across Search and Shopping. Biggest Platform Signal OpenAI launching self-serve ChatGPT ads with CPC bidding signals that conversational AI platforms are rapidly becoming legitimate advertising channels. New Feature to Test Google’s AI-powered qualified call lead tracking could provide advertisers with more meaningful phone call conversion data without relying entirely on third-party tools. Control Upgrade Google’s new AI Brief controls for AI Max campaigns give advertisers more influence over messaging, audience direction, and search matching through natural language prompts. Creative Reality Check AI-generated ad copy and creative tools continue improving quickly, but Jeremy and Emily caution that brands still risk losing differentiation if everyone relies too heavily on the same automation systems. Other Platform Updates • Microsoft launched AI Max for Search campaigns • Google introduced real-time policy reviews for Responsive Search Ads • Reddit expanded Reminder Ads globally for all advertisers • TikTok added more Smart+ campaign controls and expanded Symphony AI creative tools • Demand Gen added view-through conversion optimization and Commerce Media Suite support • OpenAI released GPT-5.5 and ChatGPT Images 2.0 • Anthropic launched Claude Opus 4.7 and Claude Design • Meta expanded its AI business assistant and introduced Ads AI connectors in open beta • Google updated Ads data controls and added new experiment auto-apply settings • Microsoft added landing page reporting for Performance Max campaigns • eMarketer projects Meta could surpass Google in digital ad revenue by the end of 2026 Final Take AI is no longer just assisting campaign management, it’s actively reshaping how advertising platforms operate. But as automation expands across search, creative, targeting, and reporting, the competitive advantage still comes from strategy, testing, and knowing when human judgment matters most. Follow The Click Brief for fast, no-fluff performance marketing updates. Visit The Click Brief blog for more in-depth analysis and updates from April

April 15, 202640 min

The Click Brief Podcast: March 2026

Jeremy Packee and Emily Anderson break down March’s biggest paid media updates, including OpenAI’s shift away from experimental tools like Sora and Meta’s continued push into AI-powered campaign management with Manus. They also explore Google’s expanding Performance Max capabilities, new cross-channel budgeting tools in Google Analytics, and Apple’s long-awaited move into ads within Apple Maps. The episode highlights major changes to attribution, increased visibility and control within automated campaign types, and the growing role of AI across reporting, creative, and media buying workflows. As automation accelerates, the hosts emphasize the continued importance of human strategy and oversight. Episode Highlights Biggest Shift Meta’s move to click-only attribution removes engagement-based signals from conversion tracking, which could significantly impact reporting and perceived performance across accounts. Biggest Platform Signal OpenAI sunsetting Sora signals a broader shift away from consumer-facing AI experiments toward more scalable, revenue-driven products like ads and enterprise tools. New Feature to Test Google Analytics’ cross-channel budgeting and scenario planning tool could become a major step toward unified performance forecasting—if the data proves reliable. Control Upgrade Microsoft finally introduces negative keyword lists in PMax , bringing much-needed control to a previously limited campaign type. Creative Reality Check Google’s Veo video generation inside Asset Studio shows promise, but current outputs still lag behind tools like Canva and other creative platforms. Other Platform Updates • Meta is expanding Manus AI into Ads Manager and the Instagram Creator Marketplace • Google added more visibility to Performance Max, including budget pacing and audience insights • Apple is introducing ads in Apple Maps search and suggested locations • OpenAI is testing an Ads Manager for ChatGPT with early reporting features • Shopify is leaning into AI-powered product discovery within ChatGPT while maintaining native checkout • WordPress now allows AI agents to create and manage site content (with approvals) • Meta added new lifecycle targeting and expanded retargeting controls • Pinterest is pushing Performance+ campaigns as the default • Snapchat and TikTok continue expanding AI creative tools and premium placements • Instagram is testing post-publish carousel reordering Final Take AI is becoming deeply embedded across every major platform—but it’s still not ready to replace human decision-making. The opportunity isn’t in handing over control—it’s in knowing where these tools can actually improve efficiency without sacrificing strategy. Follow The Click Brief for fast, no-fluff performance marketing updates. Visit The Click Brief blog for more in-depth analysis and updates from March

March 16, 202638 min

The Click Brief Podcast: February 2026

Episode Notes Meta Embeds Manus AI Into Ads Manager Meta has begun embedding its Manus AI assistant directly into Ads Manager, allowing advertisers to analyze campaign performance conversationally within the platform. While early tests show potential, the hosts caution that advertisers should treat these tools as assistants rather than autonomous strategists. Jeremy Packee and Emily Anderson break down February’s biggest paid media updates, including Meta’s push deeper into AI-powered campaign management and Google’s major change to budget pacing tied to ad scheduling. They also discuss Google’s expanding AI-powered commerce ecosystem, new bidding options for acquiring first-time customers, and emerging AI tools transforming creative production. The episode also explores Google’s Nano Banana 2 image model and the new Pomelli Photoshoot tool, which can transform simple product images into studio-style marketing assets. The hosts close with a rapid-fire roundup of updates across Google, Microsoft, Instagram, X, and the evolving AI search landscape. Episode Highlights Biggest Watchout Google’s new ad scheduling pacing will attempt to spend the full monthly budget within active scheduled days, potentially causing overspend if advertisers rely heavily on ad scheduling. New Feature to Test Google Ads now allows advertisers to set a separate target ROAS for new customer acquisition. Creative Shift AI tools like Nano Banana 2 and Pomelli Photoshoot are making creative concepting and product photography faster and more accessible. Other Platform Updates • Google continues expanding conversational search and brand agents within the SERP • ChatGPT now has hundreds of millions of users but still drives far less outbound traffic than Google • Microsoft added AI search visibility reporting in Bing Webmaster Tools and Clarity • Advertisers reported dormant broad match keywords being quietly re-enabled in some Google Ads accounts • Microsoft Ads introduced multi-image shopping ads • Google removed parked domains from the Search Partner Network • Instagram is testing feed customization and AI product tagging • X is testing AI content labeling and new aspect ratios • Instagram rolled out teen safety alerts tied to self-harm-related searches Follow The Click Brief for fast, no-fluff performance marketing updates. Visit The Click Brief blog for more in-depth analysis and updates from February

February 16, 202632 min

The Click Brief Podcast: January 2026

Episode Notes OpenAI Tests Ads in ChatGPT Ads rolling out to Free and Go users in the U.S. ~$60 CPM chatter for high-intent queries Strict privacy guardrails emphasized Relevancy and user trust will determine long-term viability TikTok Smart Plus + Platform Updates Smart Plus automation reduces manual setup TikTok One centralizes creator tools and production Pulse Suite expands premium adjacency options Market Scope introduces deeper first-party analytics Google’s Agentic Commerce Push Universal Commerce Protocol (UCP) standardizes AI-to-retailer communication AI Mode and Gemini enable direct checkout within the interface Branded AI agents and in-AI offers reshape the purchase journey Structured product data becomes increasingly critical Other Platform Updates Google expands PMax controls and budget options Microsoft introduces Copilot checkout Pinterest highlights Gen Z’s pushback against algorithmic sameness Super Bowl AI Ad Reactions OpenAI: “You can just build things” — inspirational but abstract Anthropic (Claude): Anti-ad positioning with humor Google Gemini: Emotional, practical demonstration of real-world AI use Follow The Click Brief for fast, no-fluff performance marketing updates. Visit The Click Brief blog for more in-depth analysis and updates from January