The traffic isn’t coming back. With AI Overviews now reaching over 1.5 billion users and click-through rates in decline, the search-only PPC model that built our industry is no longer enough. If you’ve noticed rising costs, fewer conversions, and tougher client conversations lately—you’re not imagining it. The ground has shifted.
In this talk, Cristiano Winckler shares what two years of adapting to this new reality taught his team at Somebody Digital. They deconstructed their processes, challenged long-held assumptions, and rebuilt their approach from the ground up. Some of it worked. Some of it didn’t. All of it was necessary.
Cristiano will walk through the five core principles that now guide every campaign they run—from why siloed paid media can no longer compete, to how they create demand before a search even happens, to what Google’s AI placements actually reward (spoiler: it’s not just your bids).
This isn’t theory. It’s a practical playbook built from real client work, real failures, and real breakthroughs. Whether you’re agency-side or in-house, you’ll leave with a clear understanding of what needs to change—and how to start changing it.
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