Search economics are broken. PPC costs are compounding year on year, SEO is chronically underfunded despite delivering better returns, and AI search has grown 1,000× in two years yet barely appears on most marketing plans. Brands are optimising for the wrong metrics, budgeting on what’s easy to measure, and sleepwalking into a structural disadvantage.

In this download you’ll learn why you need to switch from ROAS to POAS to see where paid is actually profitable. Invest more in SEO (it compounds, PPC doesn’t.) And urgently audit your AI search traffic (it’s already converting at twice the rate of paid, and most dashboards aren’t even tracking it.)