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 side-by-side comparisons, 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 Monday morning at a search marketing agency. Cindy takes you through a real AI-first week: account checks, campaign builds, tracking investigations and client work. She shares where AI saves the team time, the mistakes people had to catch, and the approval rules that keep experts in charge.

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: knowing what to do and still not doing it. Three steps turn potential into performance: accept the gap, consciously shift your focus between the bigger picture and the one action that matters most, and take the next step. It ends with a decision: the stands or the arena.

Bob Meijer

Geert hands you three questions. Bob helps 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

Learn how to decide what most holds an account back from its business goal. Bob works through a real anonymized audit, then you apply the method to your own account. Weigh the evidence, choose a first action or an investigation, and record who owns it, one number to watch and a review date. A partner challenges your reasoning before you photograph your decision card.

Ramial Aqeel · Violeta Balbae · Quint van der Meer

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

Miles McNair

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