Are your B2B ads mysteriously tanking on Google? In this explosive episode, Ralph and Lauren sit down with landing page expert Tas Bober, founder of The Scroll Lab by Delphinium, to unpack Google’s stealth February 2025 landing page compliance update—a change that’s silently sabotaging paid traffic across the board. Tas reveals how Google’s AI is now judging your UX with teacher-level scrutiny, how rage scrolling signals are reshaping campaign performance, and why navigation and anchor links are now critical for survival. You'll learn how to fix ad-to-landing page misalignment, boost conversion with smart layout shifts, and adopt “consumption rate optimization” as your new metric for success. Packed with anchor nav hacks and a case study showing a 265% lift in purchases, this episode is your no-BS blueprint for keeping your B2B funnel Google-proof.

Chapters:

• 00:00:00 - Kicking Things Off on Perpetual Traffic
• 00:00:22 - What Our Listeners Are Saying
• 00:02:04 - Meet Tas Bober: The Landing Page Strategist
• 00:02:45 - The Google Update No One Saw Coming
• 00:04:42 - Why Relevance and UX Now Rule Ads
• 00:07:00 - What Makes a Landing Page Actually Work
• 00:09:16 - Ignore Google's Changes? Here's What Happens
• 00:13:57 - Smart Ways to Build Pages That Convert
• 00:19:13 - Picking the Right Tools for the Job
• 00:21:33 - What This Google Update Really Means
• 00:22:10 - How to Stay Google-Compliant in 2025
• 00:27:09 - Crushing Objections Before the Sales Call
• 00:29:01 - Why Relevance Is Your Ultimate Differentiator
• 00:35:25 - Personalization + Dynamic Pages = Scalable Wins
• 00:38:57 - The 4 Core Pages Every B2B Brand Needs
• 00:42:08 - Final Takeaways and Where to Learn More

LINKS AND RESOURCES:

• Act on Google's Update
• Tas's Google Article
• Tas Bober on LinkedIn
• The Scroll Lab
• make data driven marketing decisions with confidence
• The 5 Forces System
• SUPERCHARGE YOUR MARKETING ROI
• Tier 11 Jobs
• Perpetual Traffic on YouTube
• Tiereleven.com
• Mongoose Media
• Perpetual Traffic Survey
• Perpetual Traffic Website
• Follow Perpetual Traffic on Twitter
• Connect with Lauren on Instagram and Connect with Ralph on LinkedIn

Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!

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