What if the biggest source of new marketing budget this year isn't a new line item from your CFO — but millions of dollars already sitting trapped inside the Google Ads campaigns you're running right now?
Agility here isn't just reacting faster to the market. It's having the intelligence to anticipate and act on opportunities inside a live auction, thousands of times a second — without losing the thread of your larger strategy.
Today, we're going to talk about:
- The difference between AI that writes your ad copy and AI that autonomously makes financial decisions on your behalf.
- How to fund new initiatives by reclaiming the 12–18% of "trapped capital" sitting in your current paid search spend — without asking for a bigger budget.
- Why "set it and forget it" automation leaves an edge on the table in live auctions, and what it actually takes to capture it.
To help me dig into this, I'd like to welcome Matt LeBaron, CEO at Revvim.
About Matt LeBaron
Matt LeBaron is Founder and CEO of Revvim. He began his career in 1997 at CatalogCity.com (later SHOP.COM), starting in the mailroom and rising to Director of Database Operations. He was part of the team that built what may have been the first multi-vendor shopping cart, which Amazon studied as inspiration for zShops. In 2004 he moved to marketing as SHOP.COM's first Head of Customer Acquisition, where he uploaded six million keywords from search logs to Google Ads and, within three days, wrote his first automated bidding algorithm, which SHOP.COM pursued a patent on. He founded digital marketing consultancy New Day Consulting in 2007 and Revvim in 2011, bootstrapping it with consulting revenue. In 2020 his team built and patented AdAi, which onboarded over $5B in annual Google Ads spend in its first two years. He lives in San Juan Bautista, California, with his wife and kids.
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