If your business is using Google Ads, this is one episode of Over the Bull you can’t afford to miss. My name is Ken, and today we’re diving into one of the biggest shifts happening in digital marketing: the rise of artificial intelligence and how it’s rewriting the rules for visibility, trust, and performance online.

The Rise of AI: More Than Just a Buzzword

AI tools like ChatGPT, Gemini, Claude, and others are quickly changing how consumers search, decide, and buy. People are increasingly turning to these tools for recommendations—and they’re trusting AI more than traditional search engines. As a result, how your business shows up in AI-generated responses is becoming as important (if not more so) than your Google rankings.

Tech giants know what’s happening. Google is investing in infrastructure and energy to power this revolution. But many businesses and agencies are still stuck in outdated tactics—ones that AI is about to render obsolete.

The Coming Disruption: Outdated Practices That Are Dying

Let’s talk about squeeze pages, microsites, and other old-school tactics. Many agencies still run Google Ads that direct traffic to low-authority, single-page microsites. These sites often have a Domain Authority (DA) or Domain Rating (DR) under 1. They are designed for short-term conversions, not long-term credibility. But here’s the thing: AI engines won’t cite or recommend those pages.

Google Ads won’t influence AI training data. AI tools will favor high-quality, original, authoritative content hosted on credible domains. If your business is only investing in paid traffic without building your domain’s authority, you’re effectively investing in Kmart when Walmart is on the rise.

Traditional KPIs vs. New Metrics for the AI Era

Traditional KPIs—calls, form fills, purchases—still matter. But now, we must consider long-term KPIs: domain trust, content quality, brand mentions, citation frequency, and schema optimization. These metrics will determine whether AI platforms recognize and trust your business.

Legacy Marketing Tactics Going Extinct

• Microsites with low domain credibility
• Keyword-stuffed landing pages
• Click funnels and templated conversion sites
• Spammy CTAs and fake urgency tricks
• Disjointed strategy between ad, SEO, and content vendors

AI-Driven Search Prioritizes Trust and Authority

• Content must be original, structured, and trustworthy
• AI prefers websites using schema markup for context
• NAP (Name, Address, Phone) consistency is essential for local credibility
• Real reviews, citations, and third-party references build AI trust
• Conversational readability and contextual SEO are the future

What You Should Do Now

• Evaluate your Google Ads strategy. Are you sending traffic to authoritative destinations?
• Audit your website. Would AI models trust and cite your content?
• Shift part of your budget into content creation, citations, and EEAT-optimized SEO.
• Invest in long-term brand building across multiple platforms, not short-term gimmicks.
• Ensure your team understands structured data, schema, and NAP alignment.

The Internet Is Moving in Dog Years

The digital world is evolving at lightning speed. Tactics that worked even a year ago are quickly becoming irrelevant. This isn’t fear-mongering. It’s a wake-up call. If your agency is relying on AI-written content without human oversight or can’t explain their tools and methods clearly, it’s time to rethink who you trust with your digital strategy.

In Summary

The future of search isn’t about shouting the loudest. It’s about being the most trusted. If you’re clinging to old models while the world shifts to conversational AI, you’re setting your business up to fade from view. Don’t live in a “paycheck-to-paycheck” marketing mindset. Invest in your retirement plan—your long-term visibility, authority, and trust online.

Thanks for listening to Over the Bull. I’m Ken with Integris Design. Until next time, stay ahead of the curve—and don’t respond to those spammy marketing emails. Just block them.