AI is the biggest opportunity Google Ads specialists have ever had.

Sam Kellet

Doors open at 08:45. We set the stage for the next 48 hours: one story, from legacy specialist to AI-first Google Ads specialist.

Miles McNair

Two shifts at the same time: Google is simplifying account execution, and AI agents are commoditizing it. Miles shows what that does to the value of execution, the leverage waiting on the other side, and what an AI-first Google Ads specialist actually does: a new identity, a new tool stack, a new skill set. We are still early. The next 48 hours are your curriculum.

Bob Meijer

Google has industrialized account execution, so the next advantage increasingly comes from the inputs the machine amplifies. Bob shows why the account is only one part of the battlefield and how to find the constraint to profitable growth, wherever it lives.

Frederik Boysen

AI executes better than any human, but even with perfect data Smart Bidding doesn’t understand your business. It optimizes to averages, funds losers with winners, and mislabels who is actually new. The specialist’s new role: directing the algorithm toward the outcome the business needs, verifying every result against backend truth, and planning the bidding around profit.

Danique Bras

Many are still afraid AI is taking over. But the real threat is sameness, the endless stream of slick, interchangeable ads that AI makes so easy to produce. Danique shows how human, native creatives win as the feed fills up with average slop. Through real campaigns and a live teardown, you’ll walk away with a sharp filter for what’s replaceable and what actually stops the scroll, whether you run Social or Google Ads.

Alfred Simon

A client emails at 9:00: “Why is performance down?” By 9:05 the answer is drafted, the analysis is done and the proposed fix is waiting for your approval. Alfred opens up the engine that makes this possible, layer by layer, and shows you where to start building your own.

Cindy Ebner

It’s 8am on a Monday. The accounts are checked, the first client reports drafted, all while the coffee’s still brewing. Cindy takes you inside a real AI-first week at a search marketing agency: where AI handles the repetitive grind, spots its own wrong turns before they cause damage, and knows exactly when to hand the wheel back to the experts.

Miles McNair

Six months of working AI-first, told honestly. AI amplifies whatever you already are, the good and the bad. Miles names the four pitfalls he ran into, from decaying expertise and slipping standards to optimizing your own fee away, and shows how to prevent each one. The rule that survives: delegate execution, never thinking or judgment.

Sam Kellet

Yesterday you saw the future. Today you become it.

Geert Hidding

The switch-point from inspiration to action. Geert works the gap between who you are and who you could become, and why AI amplifies whatever is already there: clear thinking becomes better decisions, chaos becomes faster chaos. It ends with a decision: the stands or the arena.

Bob Meijer · Miles McNair

Geert hands you three questions. Bob and Miles help you answer all three for your own work: choose a real stakeholder, identify the next bigger problem worth exploring, and create a practical test that turns direction into action. Built for freelancers, agency specialists, in-house marketers and team leads.

Bob Meijer · Miles McNair

Watch the method work, then run it yourself. Bob and Miles take one real, anonymized account and diagnose it live from stage: the business goal turned into numbers, and the single constraint that actually blocks growth. Then, in the same session, you walk one of your own accounts the same way. You leave with a constraint hypothesis backed by evidence, the proof you will build in 90 days, and a first move with a date.

Alfred Simon

The fix you just found has to keep running without you. Alfred peels back his own morning monitoring system through five questions: what it needs to see, what it must be able to do, the mistake it must never make, who runs and reads it, and where every run lands. No code, plain files. Then you answer the same five questions for your own recurring work and commit to a first-run date. The build afterwards is transcription, not a software project.

Sam Kellet

Three community members break down their best case of the year. The room votes live.

Bob Meijer · Miles McNair

Best case study, community champion, transformation trophy and innovation pioneer.