Scale & Strategy
This is Scale & Strategy. When markets pull back, you can either laugh or cry (and right now, we think it’s about time for a laugh).
Here’s what we got for you today:
- Apple’s AI Plans Are Falling Behind
- Are Google Ads Worth It on a Small Budget?
- How to Use AI for Competitive Research
Apple’s AI Plans Are Falling Behind
Apple’s much-anticipated Siri upgrades—first promised last June—are now indefinitely delayed, with no clear release date. Even internally, there’s no timeline for when its “Apple Intelligence” features will be ready.
At a recent team meeting, Siri’s senior director, Robby Walker, called the situation “ugly” and admitted there’s no guarantee these updates will make it into iOS 19.
Marketing vs. Reality
Apple hyped Siri’s AI-powered improvements—like context awareness and on-screen actions—long before they were functional. The company even pulled an iPhone 16 ad featuring them after reports revealed that the tools failed up to a third of the time.
The Bigger Picture
- No confirmed launch date for Siri’s AI features.
- Marketing overpromised before development was complete.
- Apple is prioritizing other projects, despite growing competition.
- Execs are taking accountability but insist features won’t launch until they meet Apple’s quality standards.
While competitors push ahead with AI, Apple is holding off—betting that getting it right matters more than being first.
Are Google Ads Worth It on a Small Budget?
It depends on three key factors:
- Can You Support Leads from Different Google Channels?
If you’re working with less than $1,000, search alone may not be the best play. Instead, focus on remarketing and branded search, which can boost performance without breaking the bank. Using assets (formerly extensions) helps guide users to key services while keeping CPC steady.
- Are You Prioritizing Volume or Value?
- Dynamic Search Ads uncover overlooked, low-cost searches.
- Performance Max drives volume but can quickly burn through small budgets if not managed properly.
Choosing the right settings ensures you’re optimizing for the right goal.
- Can You Invest in Video?
YouTube ads offer cheap inventory and broad reach, with the added benefit of retargeting across Google’s ecosystem. Even a small budget can go further with the right video strategy.
Bottom line: Google Ads can work on a small budget, but only if you use it strategically.
How to Use LLMs for Competitive Research
AI makes competitor research easier than ever—if you use the right approach. Caitlin Hathaway recently shared a structured method:
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Analyze Competitor Websites for Audience Insights
- Tools: Microsoft Copilot, Google Gemini
- Start with a prompt like “Tell me about yourcompetitorsite.com” to extract key selling points.
- Use a scraping tool to gather reviews, drop them into Google Sheets, and have your LLM analyze trends.
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Extract Insights from Reddit Communities
- Tools: Google Gemini
- Ask for relevant subreddits and their sizes.
- Export discussions, then use AI to pull keywords, questions, and trends to refine your content strategy.
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Spot Breaking News & Emerging Trends
- Tools: Google Gemini
- Perfect for fast-moving industries—ask for the latest news, cross-check sources, and verify links to identify trends early.
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Audit Content & Tag Key Themes
- Tools: OpenAI API
- Crawl your site, import URLs into Google Sheets, and let your LLM auto-tag content themes.
- Merge with Google Analytics data to see which pages drive conversions.
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Identify Content Gaps Against Competitors
- Tools: ChatGPT
- Compare competitor content by theme, then use AI to suggest high-opportunity topics based on search intent.
- Factor in search volume, audience relevance, and site authority to prioritize efforts.
AI doesn’t just speed up research—it helps you make smarter, data-driven decisions.
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