Kevin Lee's Framework for Dominating PPC, GEO, and the $100B Google Settlement

Kevin Lee has spent 30 years at the intersection of paid search, content strategy, and digital marketing, and he's still one of the sharpest minds in the room. In this episode, Dennis Yu sits down with Kevin at the Wall Street Conference in Las Vegas to unpack what's actually working right now and what most marketers are missing entirely.Kevin breaks down why GEO (generative engine optimization) is quickly becoming the new SEO, and why consensus, not just content, is what gets you recommended by ChatGPT, Claude, and Gemini. He explains how local service businesses can build LLM visibility through co-created content, community signals, and geography-specific topics that make them impossible to ignore.The conversation then shifts to the $100B mass arbitration against Google, what it is, who qualifies, and why Kevin believes even small advertisers spending $20K a month should pay attention. He also tackles Performance Max, AI Max, and whether Google's end game is to cut agencies out entirely, sharing why he thinks smart humans at the controls still matter.If you run PPC campaigns, manage a local service business, or are trying to future-proof your digital visibility before AI reshapes the search landscape, this episode gives you a strategic roadmap from someone who has seen every major shift in digital marketing since 1994.Dennis Yu, Founder of Local Service Spotlight:Facebook: https://www.facebook.com/dennisyu/LinkedIn: https://www.linkedin.com/in/dennisyuTwitter: https://x.com/dennisyuLocal Service Spotlight: https://localservicespotlight.com/