If you don’t weigh in…

One of my favorite colleagues used to say, “You don’t weigh in, you don’t wrastle.” Yes, wrastle—not wrestle. It’s funnier that way, and it feels more authentic when you picture him out there in his cowboy hat, cowboy boots, and country drawl, standing tall on the wide-open Nebraska plains explaining PPC strategy to me. What he meant—and what our industry knows—is this: if you’re not fully committed to competing in the paid media auction with strategic investment and expert execution, you simply won’t win. It’s not just about throwing money at ads; it’s about stepping into the arena with a clear plan and fighting for your spot in a crowded, competitive marketplace.

Over the years, I’ve watched businesses hesitate—dipping their toes into PPC with minimal budgets or half-hearted campaigns, hoping for big results without the full commitment. The outcome? Poor visibility, wasted spend, and missed opportunities. PPC is no longer a set-it-and-forget-it channel. It’s a dynamic battleground that demands constant attention, optimization, and agility. Platforms like Google Ads don’t simply reward the highest bidder—they reward advertisers who deliver relevance, quality, and a great user experience. So your investment must be paired with a strong strategy and expert execution to truly dominate.

Managing multimillion-dollar budgets has taught me the importance of balancing scale with efficiency. It’s not just about spending more—it’s about spending smart. Crafting compelling ads that truly resonate with your audience, continuously testing and refining campaigns, and using data to make informed decisions are all crucial parts of the equation. Staying ahead means embracing change—whether it’s new platform features, evolving bidding strategies, or privacy regulations—and adapting quickly to maintain your competitive edge.

At the end of the day, PPC isn’t a passive marketing tactic; it’s a competitive sport. If you want to be seen and drive real results, you have to step onto the mat, weigh in, and wrestle for your position. For those willing to commit, the payoff is real: increased visibility, better ROI, and measurable growth. If you’ve been sitting on the sidelines, now’s the time to get in the ring with a smart, strategic PPC approach that fights for your business goals every step of the way.