What happens when you cut through the hype and look at what's actually driving dealership performance? In this new episode of In Search Of, Dan Barker and Wikimotive Co-Founder Zach Billings sit down with George Nenni, Founder of Generations Digital and one of automotive retail's leading digital minds. Together, they unpack the myths, metrics, and realities behind Google Performance Max, GA4 reporting, and the growing influence of AI in automotive marketing.Why Watch

• Understand what PMax really is — and why Google's "Happy Meal" approach is costing dealers money
• Learn how to identify bot traffic and fake conversions in GA4
• See what triggers actually reveal shopping behavior vs. vanity clicks
• Get the facts on AI-driven traffic and how much impact ChatGPT and Gemini really have
• Hear practical advice for holding vendors accountable and cutting wasted ad spend

In This Episode 00:00 – Introductions 01:35 – Background: Dealer Specialties → Generations Digital 05:35 – Demystifying digital 07:35 – GA4 light bulb: UTMs + triggers 11:35 – Visual reporting, quick context 14:05 – Vendor accountability & prep 17:35 – Bot traffic signals (incl. PMax) 22:35 – Where PMax helps: VLAs, Maps 26:35 – Budget sanity: paid search ranges 29:35 – PMax defined ("Happy Meal") 35:35 – CPC swings & weekly tuning 39:05 – AI + SEO reality today 42:35 – Traffic ratios: Google/Bing/ChatGPT 47:05 – Informational vs transactional SEO 49:35 – Practical AI uses (BDC, service, content) 52:05 – Rapid Fire 53:05 – Next 6–9 months focus 53:35 – Where to find George About In Search Of A candid, data-driven podcast for dealership leaders and marketers who want clarity — not hype. Each episode features conversations with industry experts who cut through the noise and uncover the truths shaping modern automotive retail. Subscribe to stay informed on SEO, AI, analytics, and accountability in automotive marketing.