This session explores how PPC professionals can effectively communicate complex marketing performance and strategy to non-PPC stakeholders such as investors, executives, and cross-functional teams.

Using real-world examples from investor conversations during a live funding round, the talk provides practical frameworks for translating PPC metrics, automation, attribution, and performance into clear business outcomes that build trust, alignment, and buy-in.

For twenty years, lead gen agencies have billed for their time, because marketing's value was nearly impossible to prove.

Sales sat at the last touch, so its value was easy to bill, while the keywords and campaigns that created the opportunity stayed invisible. That is finally changing.

Michael shows how agencies can use AI to prove the revenue behind every keyword, landing page, and campaign, then feed that value back to Google's algorithm the same day a lead comes in.

One move, two payoffs: campaigns that optimize for revenue instead of the cheapest leads, and the leverage to shift from cost-based to value-based pricing. He shares the QCV framework (Qualify, Categorize, Value), the case for feeding Google's algorithm rather than trying to out-model it, and real agency results including a 61% drop in cost per qualified lead and a jump to 12.4X ROAS.