Are you launching ads based on "vibes" or a data-backed hierarchy?

In Episode 2 of the Surfside PPC Podcast, I move beyond basic technical settings to answer the most fundamental question in paid media: Where should I put my budget to actually make money?

I break down the 80/20 rule of budget allocation, why Search is still the "Gold Standard," and how to stop wasting money on low-quality automated leads. Whether you are running lead gen or eCommerce, this episode provides the architectural framework you need to scale.

In this episode, I cover:

• The Paid Media Hierarchy: Why you must prioritize campaigns based on intent and funnel position, not just what's "new" in Google Ads.
• The 80/20 Rule: The ideal budget split between Search and Performance Max (PMax) for most businesses.
• Search as the Foundation: Understanding "Money Keywords" vs. "Research Keywords."
• The Roofing Case Study: A deep dive into why you should bid $300 for an installation click but only $75 for a research click (and how to structure this).
• Performance Max Nuances: How to leverage PMax for local store visits and eCommerce without getting flooded with junk leads.
• Demand Gen Strategy: Using video to fill your funnel and build a "living room presence" on YouTube.
• CAC vs. LTV: Why high CPAs are acceptable if you know your numbers.

“Search is the non-negotiable starting point. It provides the clean data signals necessary to fuel the machine learning models.”

Resources & Community:

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