Paid search expert Alessio Fleites breaks down exactly how he identifies where paid media can create the biggest commercial impact for a business, and it starts long before you open the ad platform.

In this episode, Paid Search & Google Ads Specialist at Lab Coat Marketing shares why speed to lead is one of the most overlooked ad spend killers, how a single geofencing mistake can blow an entire budget, and why hyper-specific targeting almost always beats going broad. He also unpacks quality score, offline conversion imports, and how his team uses AI Max to capture users at the exact bottom of the funnel — including a real case study where broadening match types actually increased conversions.

Topics covered:

- Mapping the customer funnel before building a campaign

- Why speed to lead determines whether leads ever close

- Geofencing and match type mistakes that waste ad spend

- Audience segmentation and the "audience targeting floor"

- Quality score: expected CTR, ad relevance, landing page experience

- Offline conversion imports and enhanced conversions for leads

- Where AI fits into paid search workflows — and where it doesn't

- The shift toward conversational, keywordless search and AI Max

Whether you're managing paid search for local service businesses or high-ticket verticals, this conversation is packed with tactical frameworks you can apply immediately.

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In this episode, we discuss:

00:00 - 01:20: Introduction

01:20 - 03:07: Mapping the Campaign Structure

03:07 - 05:04: Geofencing and Hyper-Local Targeting

05:04 - 06:10: Demand vs. Supply Constraints

06:10 - 08:53: Speed to Lead Mistakes

08:53 - 10:14: Sales Team Availability and Wasted Ad Spend

10:14 - 14:47: Biggest Budget-Draining Constraints

14:47 - 17:23: Audience Segments and Landing Page Alignment

17:23 - 23:48: Specific vs. General Targeting Strategy

23:48 - 25:18: Quality Score Breakdown

25:18 - 29:29: Offline Conversion Imports and CRM Data

29:29 - 30:59: Communicating ROI to Clients

30:59 - 34:15: Using AI in Paid Search Workflows

34:15 - 36:04: The Future of Conversational Search

36:04 - 42:14: AI Max and the Storage Unit Case Study

42:14 - 42:49: SEO, GEO, and Personalization

42:49 - 44:24: Closing Thoughts

 Connect with Alessio Fleites

 https://www.linkedin.com/in/alessio-fleites/

 https://alessiofleites.com

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