In this episode of the Scope Shift Podcast, host Brian Saemann sits down with Jeff Coleman, Founder of Factor Four Consulting. Jeff has been running Google Ads since 2006, helping small businesses build reliable lead engines that deliver consistent results. With decades of experience, teaching roles at the University of San Diego and UCSD, and a relentless focus on sound marketing fundamentals, Jeff has seen PPC evolve from the wild west days of cheap clicks to today’s complex, high-stakes environment.

🎯 What You’ll Learn:

✅ How Jeff turned an early fascination with Google Ads into a 20+ year career.

✅ Why differentiation is the foundation of PPC success—and how to find it.

✅ The role of landing pages in doubling conversions and slashing lead costs.

✅ Why paid search today requires true marketing strategy, not just analytics.

✅ Smart ways to balance short-term wins with long-term campaign growth.

✅ Common mistakes small businesses make when running PPC.

✅ How Jeff sets clear client expectations—and avoids “day two” disappointment.

✅ The skills every modern PPC marketer needs to thrive.

✅ A clever way new marketers can practice PPC risk-free using Google Grants.

✅ What AI and Google’s algorithm changes mean for the future of search ads.

🧠 Guest Spotlight:Jeff Coleman – Founder, Factor Four Consulting Jeff helps small businesses stand out and scale by designing lead generation systems rooted in differentiation, PPC mastery, and long-term strategy. With over 15 years running Factor Four and even longer in digital marketing, Jeff’s clients have stuck with him for more than a decade thanks to results that last.

🔗 Connect with Jeff:

Website: factorfour.com

LinkedIn: Jeff Coleman 

🔍 Topics Covered:

• Jeff’s journey from corporate marketing to founding Factor Four.

• How PPC shifted from math-driven tinkering to full-funnel marketing.

• Why “family owned” and “great customer service” aren’t real differentiators.

• The art of using customer interviews and reviews to find what makes you unique.

• Setting boundaries in client relationships and pricing PPC the right way.

• Navigating Google’s push toward automation and AI-driven ad formats.

• Predictions for what the search landscape may look like in the next few years.

📌 Resources & Links:

• Factor Four Consulting: factorfour.com

• Learn more about Google Grants for nonprofits: Google Ad Grants

• Connect with Brian: Brian Saemann on LinkedIn

👍 Like, comment, and subscribe for more conversations with agency leaders and digital marketing pros who share what actually works in the field.

#PPC #GoogleAds #DigitalMarketing #AgencyGrowth #ScopeShiftPodcast