Most real estate investors think they’re “doing PPC.”
Very few are actually using it to its full potential.

In this episode of the Collective Clicks Podcast, Brandon Bateman sits down with Glen Peterson, a digital marketing veteran who has managed over $280 million in Google ad spend, to break down what separates average campaigns from elite, enterprise-level performance.

They dive deep into:

• Why most Google Ads campaigns stall out
• The real power behind AI-driven bidding
• What “offline conversion tracking” actually means (and why almost no one does it right)
• How shared data accelerates performance
• Why small budgets struggle — and how to overcome it
• The difference between tracking metrics… and feeding the algorithm

If you’re spending money on Google Ads (or thinking about it), this episode will fundamentally change how you view data, lead quality, and optimization.

00:00 – Intro
02:00 – Glen’s $280M Google Ads Experience
05:45 – Why Enterprise Agencies Get Better Results
09:30 – The Two Types of Agencies (And Why Most Struggle)
13:10 – How to Turn an Average PPC Campaign Into an Exceptional One
16:00 – The Role of AI in Google Ads (It’s Not New)
19:45 – Why Data Is the Fuel for Google’s Algorithm
23:30 – The Difference Between Leads vs. Quality Leads
27:15 – What Is Offline Conversion Tracking (Really)?
32:10 – Why Most Investors Think They’re Doing It (But Aren’t)
36:40 – Shared Data & Faster Learning Phases
41:15 – Parameter Tuning vs. Algorithmic Optimization
47:20 – Why Search Terms Matter More Than Keywords
52:30 – The Danger of Optimizing Too Deep in the Funnel
57:00 – Performance Max, Broad Match & AI-Heavy Campaigns
1:01:30 – How to Check If You’re Actually Feeding Google Good Data
1:05:00 – When NOT to Optimize for Revenue
1:08:30 – Final Takeaways for Investors Running PPC

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