This week, Jacob and Jeff are in the same room for once, reflecting on how Google Ads—once a nimble tool for testing ideas—has become something heavier. Costs are up. Control is down. Running a campaign feels less like steering and more like nudging a massive, sluggish system that doesn’t always respond.

Pay-per-click didn’t break all at once: it just got crowded. What used to be cheap is now expensive, and no one seems to blink. The hands-on feel has faded, replaced by dashboards, defaults, and hoping the algorithm gets it right. It’s not a scandal. It’s just what happened.

And when small budgets don’t go far, and results feel out of reach, you start to ask different questions. Not just how to win the game, but whether it’s the right game to be playing at all.

Link:

WebX study:

https://www.webfx.com/ppc/pricing/

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