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

The wake-up call. The legacy specialist’s work is disappearing piece by piece, and those tactics are not coming back. Miles shows what an AI-first Google Ads specialist actually does, the evidence behind the 18-24 month window, and lays out the next 48 hours as 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

Everything you’re thinking right now, said out loud. Miles names the room’s biggest doubts about going AI-first and answers each one with receipts, including the real numbers from his own repositioning. You leave armed with the answers to your own clients’ objections too.

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

You audit accounts for a living. When did you last audit your ability to follow the real constraint? Map your week and capabilities across the wider acquisition system to see where you can act, where you depend on others, and where familiar work may be keeping you busy instead of useful.

Miles McNair

Miles runs the same audit on himself with real numbers: where his reach was narrow, what he stopped doing, what he built depth in, and what it bought him.

Bob Meijer · Miles McNair

You have mapped where your responsibility currently ends. Now design where it needs to expand: broad enough to trace constraints across the system, deep in Google Ads, and deliberately deeper in the adjacent capabilities that create the most impact.

Bob Meijer · Miles McNair

Close the gap between today’s role and the one you designed. Decide what requires new capability, what AI can help execute, and what needs a better collaboration or handoff. You leave with three concrete moves, each with a judgment check and a date.

Miles McNair · Bob Meijer

Last night Mike asked what you charge for when routine execution is cheap. This morning makes the answer personal: broader value requires broader responsibility. Miles shows the repricing move with real numbers, then you write yours: one move, one client or employer, one date.

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.