Growth Beyond Google: Diversifying Spend Without Losing ROI (w/ Matt Shenton) | S3 EP5

Google has dominated the digital advertising landscape for a long time now, and despite increasing legal scrutiny, it remains the ad platform of choice amongst marketers, with studies showing that advertisers spend more on Google Ads than both Meta and Amazon Ads combined. ...But do they still deserve the majority of your ad spend in 2026 and beyond? To find out, we spoke to Matt Shenton (Biddable Director at Croud and host of the Paid Search NYC podcast) to find out whether you should divert more of your paid media spend towards other platforms - and how to do it in a way that's both effective and low-risk. Timestamps: 0:00 - Coming up0:15 - Intro2:09 - Matt’s insights from Paid Search NYC3:31 - US vs. UK: Marketing mindsets4:22 - Key advice for platform diversification10:52 - Budget reallocation mistakes13:44 - Ad platforms with the most potential19:17 - Matt’s thoughts on Perplexity / AI ads21:17 - Testing channels/platforms fairly & cheaply25:15 - Marketing efficiency ratio & MMMs26:10 - Maintaining marketing spend efficiency 29:06 - Testing brand campaign value effectively31:12 - Matt’s attribution strategy36:35 - Will Google still dominate PPC in 2 years? 39:29 - Final thoughtshttps://www.youtube.com/channel/UCtyJASw15BD_E_aq6hX-FJAGet more free PPC tools, webinars, and resources at: https://www.lunio.ai/resource-library