Scale & Strategy

This is Scale & Strategy, the newsletter that's the Iceman to your Maverick in the world of business.

(We’ll be your wingman.)

Here’s what we got for you today:

Search Ads Get a New Boost + What AIOs Are Doing to Your CTR
Bluesky for Marketing: What You Actually Need to Know
Demand Creation vs. Demand Capture: Are You Solving the Right Problem?

Search Ads Get a New Boost + What AIOs Are Doing to Your CTR

Welcome to your daily ad sandwich—now with extra AI sauce.

Let’s start with the bread: Google’s rolling out a big update that gives Search ads more visibility by serving them at both the top and bottom of the results page.

Here’s the kicker:

Each ad position runs in separate auctions, so you won’t be bidding against yourself like you’re stuck in Severance.
Google says this move boosts ad relevance by 10% and increases bottom-of-page conversions by 14%.

Time to get your keywords, copy, and landing pages in perfect alignment—especially for high-intent queries. If you’re behind, Google’s new FAQ will get you sorted.

Now, the AI meat in the middle:
We’ve got fresh data on how AI Overviews (AIOs) are impacting click-through rates—and it’s not pretty.

When AIOs show up on a results page:

The top organic result loses 34.5% of its CTR.
Non-branded keywords take a hit of nearly 20%.
On the bright side, branded queries are up ~19%.

So, if you haven’t been investing in branded SEO and SEM strategies… now might be the time. Your brand name could be the new power keyword.

Bluesky for Marketing: What You Actually Need to Know

What is Bluesky? Does the hot new Twitter alternative live up to the hype? | Vox

Marketers love to call Bluesky an “X competitor,” but let’s be clear—this isn’t just a Twitter clone.

Yes, the interface feels familiar. But under the hood, Bluesky is a completely different beast. Here’s what makes it stand out:

Decentralized by design: It runs on the AT Protocol, meaning no single company controls it. Users have more control—and more privacy.
User-owned data: Great for privacy advocates, not so great for marketers who rely on robust analytics.
No algorithm: Content spreads via custom, community-built feeds.
No ads: Yep, you read that right.

Bluesky currently has ~30M users—61% male, 60% under 35, and nearly half in the U.S. Small, but engaged—and growing.

Can marketers use it? Definitely. Just don’t treat it like another Twitter.

Céillie Clark-Keane nailed it: Bluesky requires a different playbook. Here’s how to start:

1. Lock down your handle.

Claim your brand name. Add your logo, a sharp bio, and images—even if you’re not ready to post. Don’t let someone else grab it.

2. Play around.

With fewer eyes and less pressure, it’s a great space to experiment. Be informal. Take risks. Test content that feels too “weird” for your main channels.

3. Focus on people, not logos.

Company accounts grow slowly. But personal profiles—especially founders or team members—can gain traction. Encourage internal voices to lead.

So, is it worth your time?

If your audience skews young, U.S.-based, and already active on X or Threads? Yes—especially if you enjoy trying new things.

But if your goal is retargeting, performance metrics, or lead-gen? Bluesky probably isn’t your playground… yet.

Demand Creation vs. Demand Capture: Are You Solving the Right Problem?

Demand Creation vs Demand Capture - What's the Difference? - Today Digital

One of the fastest ways to burn your marketing budget? Solving the wrong problem.

Before you spend another dollar, ask yourself:
Do I need more people to know about the problem I solve—or do I need more people to choose me to solve it?

That’s the difference between demand creation and demand capture, and as Rand Fishkin puts it, understanding this distinction is key to investing wisely.

The Two Sides of the Funnel

Think of the funnel from two perspectives:

The customer journey: discovering a problem, becoming aware of solutions, weighing options
Your job as a marketer: guiding them every step of the way

Each stage requires a different approach.

Let’s say you’re marketing a premium pasta brand.

You won’t win by bidding on your competitors' Amazon listings if nobody even knows your name. Instead, start by getting chefs, cookbook authors, and food influencers to rave about you. That’s demand creation. It puts your brand in front of foodies before they hit the search bar.

Now, if your pasta’s already on people’s radar, performance ads, retargeting, and “add to cart” nudges can help seal the deal. That’s demand capture.

So where should you focus?

If no one knows you exist: You have an awareness problem. Invest in PR, organic content, social, influencers. Build demand.
If people know you but don’t buy: You have a conversion problem. Lean into paid ads, retargeting, and email. Capture demand.

Misalign your spend, and you’re lighting money on fire.
Get it right, and growth becomes a lot more predictable—and efficient.