You are buying customers at a price. The only question that matters is whether that price is less than what a customer is worth to you. That price has a name. It's your cost per acquisition. Here’s how it works.

People aren't searching less because of AI. They're searching more. And the way they're searching has fundamentally changed. Just one year after launching AI Mode, Google now has over one billion monthly users running searches through its AI. Query volume has more than doubled every quarter since launch, and last quarter the total number of searches hit an all-time high.

If traditional marketing is about getting attention, growth marketing is about turning attention into revenue and revenue into more revenue. Here’s a deep-dive into how it works.