PPC // AI // Analytics

Insights on the Future of Digital Ads

Expert analysis on PPC, AI automation, attribution, and the rapidly evolving world of paid media — by Malcolm Gibb.

Filter All Google Ads Uncategorised Paid Social Google Analytics 4 Attribution PPC Tools
All Articles 7 posts
PPC percentage change calculator for PPC tools and SERP optimisation.
PPC Tools 25 Mar 2026

Useful PPC Calculator Tools To Help You Win the SERP

Over the years, I’ve accrued and built a number of useful PPC tools – from revenue projection forecast tools to margin calculators. Most of these lived deep in…

Calculators Google Ads PPC
4 min read
Chart comparing traditional attribution with new probabilistic measurement in PPC advertising.
Attribution 18 Jan 2026

The Death of Attribution: How to Survive the Rise of ChatGPT & LLM Ads in PPC

With the latest announcement from OpenAI – ads will start to appear within ChatGPT over the coming weeks for US based users on free and Go subscription tiers.…

AI Ads Attribution LLM
13 min read
Diagram of the Universal Commerce Protocol (UCP) for AI-driven shopping experiences.
Google Ads 11 Jan 2026

The Universal Commerce Protocol (UCP): The Day Google Turned AI Search Into a Shop Floor

If you’ve been following my posts on flowio or through my LinkedIn updates over the last 12 months, you’ll know I’ve been banging on about how ads, in…

Agentic Commerce AI Google Ads
10 min read
The Official Google Ads API MCP server - how to set it up with Gemini CLI
Google Ads 10 Oct 2025

The Google Ads MCP: Why An AI Agent Could Run Your Ads For You

Google has launched an official Google Ads API MCP server with Gemini CLI I walk you through how to set this up to question your own ad accounts in an LLM.

AI Google Ads MCP LLM
12 min read
AI Overviews tracking in Google Analytics 4 for improved data insights.
Google Analytics 4 4 Jun 2025

How To Track AI Overviews in Google Analytics 4

Organic Traffic Dropping? AI Overviews May Be The Cause With Google’s AI Mode rolling out and AI Overviews becoming standard in the SERPs, a growing share of user…

AI Data Google Analytics 4
6 min read
Zuckerberg imagines an Ad world where there is no control, just AI
Paid Social 4 Jun 2025

Meta’s Vision For Fully Automated Ads

I think we could have all seen it coming – the age of AI driven Meta Ads. Meta has always been ahead of the curve when it comes…

AI Meta Paid Social
3 min read