Uploaded August 2026 | Updated September 2026, 2 weeks ago
AI broke paid advertising. *3 Paid Ads Workflows + 8 Prompts to Fix What AI Broke:* clickhubspot.com/ovrk
Book Launch luma.com/w5xzpop9
Google ads cost 14% more than they did last year and reach 6% fewer people. That's not a bad quarter. That's a structural break, and it happened because AI Overviews went from 6% of search queries to more than half in about eighteen months.
Kipp Bodnar breaks down exactly how AI has repriced advertising, which channels got more expensive, which got cheaper, and where he'd move budget if he were reallocating today. Including the channel he thinks is the single biggest arbitrage opportunity in marketing right now at $4.85 per thousand impressions, and why that window closes in 12 to 18 months.
Plus the LinkedIn paradox: why one group of B2B marketers swears LinkedIn is the most expensive channel they have and another group swears it's the most effective, and why both are looking at the same data.
If you're building a 2027 marketing budget off 2025 assumptions, this one is for you.
Ep 442 Mentions
Loop: Outlearn. Outmarket. Outgrow hubspot.com/loop-marketing-book
HeyGen app.heygen.com
Captions captions.ai
Canva canva.com
📌 WHAT WE COVER:
→ AI Overviews went from 6% to over 50% of search queries in 18 months
→ Google cost per click is up 14% while paid impressions are down 6%
→ Why you're paying more to reach fewer people on search
→ The five most expensive ad channels in the post-AI world
→ The five cheapest ad channels, and the one line that matters most
→ Why premium brand placements (Times Square, Netflix, Prime) got expensive
→ YouTube Shorts at $4.85 CPM and why it's the biggest arbitrage in marketing
→ The supply-demand gap between creators making video and advertisers buying it
→ The tooling stack for building video ads fast (HeyGen, Captions.ai, Canva)
→ Why this arbitrage window only lasts 12 to 18 months
→ The Loop framework applied to a YouTube Shorts ad, start to finish
→ Express, Tailor, Amplify, Evolve: the four stages explained
→ Why LinkedIn looks expensive at $60 CPM and still beats cheaper channels
→ Creative equations: measuring the thing that actually matters
→ The mistake that makes LinkedIn ads expensive (generic message, broad audience)
→ How to rethink your 2027 budget allocation across all three
🎙️ Host: Kipp Bodnar, CMO at HubSpot
📕 Kipp and Kieran's new book LOOP: Outlearn. Outmarket. Outgrow. is out September 22nd.
⏱️ CHAPTERS:
00:00 - AI broke advertising
00:40 - The three things you need to know
01:20 - What happened to Google paid search
01:30 - AI Overviews: 6% to over 50% of queries
02:00 - Cost per click up 14%, impressions down 6%
02:40 - Should you stop spending on search? No, but rethink it
03:10 - The 5 most expensive and 5 cheapest ad channels post-AI
03:40 - Why Times Square, Netflix and Prime got more expensive
03:55 - YouTube Shorts at $4.85 CPM: the biggest arbitrage in marketing
04:20 - Why AI made video ads cheap to run and hard to make
04:45 - The gap between creators and advertisers
05:30 - The tooling stack: HeyGen, Captions.ai, Canva
06:20 - Take the risk, build the new motion
06:40 - Why this window closes in 12 to 18 months
07:10 - Applying the Loop framework to a Shorts ad
07:25 - Stage 1: Express
08:00 - Stage 2: Tailor
08:20 - Stage 3: Amplify
08:30 - Stage 4: Evolve
09:00 - Running the loop again and learning faster
09:25 - The LinkedIn paradox: the hill Kipp will die on
09:35 - The two types of marketers on LinkedIn
10:15 - Creative equations, explained
10:40 - $60 CPM vs $4.85: why the comparison misleads you
11:00 - Why LinkedIn's cost per click can beat YouTube Shorts
11:20 - Where most marketers fall apart on LinkedIn
12:00 - Don't get blinded by a high CPM
12:50 - Recap: the three takeaways
14:10 - Rethinking your 2027 marketing spend
📺 Subscribe to Marketing Against the Grain for weekly conversations on how marketing actually works, hosted by HubSpot CMO Kipp Bodnar and Kieran Flanagan.
#marketing #advertising #googleads #youtubeshorts #linkedinads #paidmedia #b2bmarketing #marketingstrategy #aimarketing #cpm #mediabuying #performancemarketing #marketingbudget #growthmarketing #marketingpodcast
Host Links:
📲Kipp Bodnar, twitter.com/kippbodnar
📲Kieran Flanagan, twitter.com/searchbrat
‘Marketing Against The Grain’ is a HubSpot Original Podcast // Brought to you by The HubSpot Podcast Network // Produced by Darren Clarke.
About the Show
Kipp Bodnar, HubSpot’s CMO and Kieran Flanagan Hubspot's SVP of Marketing, lead you down the rabbit hole of marketing trends, growth tactics and innovation. On the way you’ll pick up undiscovered strategies to give you that slight edge for success. These are not your typical twitter thread regurgitated marketing tactics that everyone is doing. These are new methods, with unfiltered examination of successful fresh ideas.
AI broke paid advertising. *3 Paid Ads Workflows + 8 Prompts to Fix What AI Broke:* clickhubspot.com/ovrk
Book Launch luma.com/w5xzpop9
Google ads cost 14% more than they did last year and reach 6% fewer people. That's not a bad quarter. That's a structural break, and it happened because AI Overviews went from 6% of search queries to more than half in about eighteen months.
Kipp Bodnar breaks down exactly how AI has repriced advertising, which channels got more expensive, which got cheaper, and where he'd move budget if he were reallocating today. Including the channel he thinks is the single biggest arbitrage opportunity in marketing right now at $4.85 per thousand impressions, and why that window closes in 12 to 18 months.
Plus the LinkedIn paradox: why one group of B2B marketers swears LinkedIn is the most expensive channel they have and another group swears it's the most effective, and why both are looking at the same data.
If you're building a 2027 marketing budget off 2025 assumptions, this one is for you.
Ep 442 Mentions
Loop: Outlearn. Outmarket. Outgrow hubspot.com/loop-marketing-book
HeyGen app.heygen.com
Captions captions.ai
Canva canva.com
📌 WHAT WE COVER:
→ AI Overviews went from 6% to over 50% of search queries in 18 months
→ Google cost per click is up 14% while paid impressions are down 6%
→ Why you're paying more to reach fewer people on search
→ The five most expensive ad channels in the post-AI world
→ The five cheapest ad channels, and the one line that matters most
→ Why premium brand placements (Times Square, Netflix, Prime) got expensive
→ YouTube Shorts at $4.85 CPM and why it's the biggest arbitrage in marketing
→ The supply-demand gap between creators making video and advertisers buying it
→ The tooling stack for building video ads fast (HeyGen, Captions.ai, Canva)
→ Why this arbitrage window only lasts 12 to 18 months
→ The Loop framework applied to a YouTube Shorts ad, start to finish
→ Express, Tailor, Amplify, Evolve: the four stages explained
→ Why LinkedIn looks expensive at $60 CPM and still beats cheaper channels
→ Creative equations: measuring the thing that actually matters
→ The mistake that makes LinkedIn ads expensive (generic message, broad audience)
→ How to rethink your 2027 budget allocation across all three
🎙️ Host: Kipp Bodnar, CMO at HubSpot
📕 Kipp and Kieran's new book LOOP: Outlearn. Outmarket. Outgrow. is out September 22nd.
⏱️ CHAPTERS:
00:00 - AI broke advertising
00:40 - The three things you need to know
01:20 - What happened to Google paid search
01:30 - AI Overviews: 6% to over 50% of queries
02:00 - Cost per click up 14%, impressions down 6%
02:40 - Should you stop spending on search? No, but rethink it
03:10 - The 5 most expensive and 5 cheapest ad channels post-AI
03:40 - Why Times Square, Netflix and Prime got more expensive
03:55 - YouTube Shorts at $4.85 CPM: the biggest arbitrage in marketing
04:20 - Why AI made video ads cheap to run and hard to make
04:45 - The gap between creators and advertisers
05:30 - The tooling stack: HeyGen, Captions.ai, Canva
06:20 - Take the risk, build the new motion
06:40 - Why this window closes in 12 to 18 months
07:10 - Applying the Loop framework to a Shorts ad
07:25 - Stage 1: Express
08:00 - Stage 2: Tailor
08:20 - Stage 3: Amplify
08:30 - Stage 4: Evolve
09:00 - Running the loop again and learning faster
09:25 - The LinkedIn paradox: the hill Kipp will die on
09:35 - The two types of marketers on LinkedIn
10:15 - Creative equations, explained
10:40 - $60 CPM vs $4.85: why the comparison misleads you
11:00 - Why LinkedIn's cost per click can beat YouTube Shorts
11:20 - Where most marketers fall apart on LinkedIn
12:00 - Don't get blinded by a high CPM
12:50 - Recap: the three takeaways
14:10 - Rethinking your 2027 marketing spend
📺 Subscribe to Marketing Against the Grain for weekly conversations on how marketing actually works, hosted by HubSpot CMO Kipp Bodnar and Kieran Flanagan.
#marketing #advertising #googleads #youtubeshorts #linkedinads #paidmedia #b2bmarketing #marketingstrategy #aimarketing #cpm #mediabuying #performancemarketing #marketingbudget #growthmarketing #marketingpodcast
Host Links:
📲Kipp Bodnar, twitter.com/kippbodnar
📲Kieran Flanagan, twitter.com/searchbrat
‘Marketing Against The Grain’ is a HubSpot Original Podcast // Brought to you by The HubSpot Podcast Network // Produced by Darren Clarke.
About the Show
Kipp Bodnar, HubSpot’s CMO and Kieran Flanagan Hubspot's SVP of Marketing, lead you down the rabbit hole of marketing trends, growth tactics and innovation. On the way you’ll pick up undiscovered strategies to give you that slight edge for success. These are not your typical twitter thread regurgitated marketing tactics that everyone is doing. These are new methods, with unfiltered examination of successful fresh ideas.
