Matt LeBaron, of Revvim, on turning uncontested brand terms into savings and growth

Kevin Lee sits down with Matt LeBaron, founder and CEO of Revvim, to unpack how agentic AI is reshaping paid search economics. Matt explains how Revvim’s Ad AI identifies uncontested branded queries and quietly cuts brand spend by about 30%—without sacrificing visibility, sitelinks, or analytics. They dive into how Ad AI evolved from simply pausing brand ads to dynamically lowering bids, how it now works alongside PMax and Shopping campaigns, and why some brands are using it to raise prices when there’s no competition in the shopping block. Matt also introduces Ad AI for Conquest, which enables low-cost, on‑demand competitive bidding when rivals stop defending their brand terms. Kevin and Matt close by exploring GEO (generative engine optimization), the difference between engagement intent vs. research intent in AI search, and why marketers should focus on PR, community, and content that they should be doing anyway—while letting AI handle the 24/7 monitoring and micro-optimizations. Discussion Points Include: • How Ad AI identifies uncontested branded queries and reduces brand spend by about 30% • Why removing brand ads often destroys value via lost sitelinks, messaging, landing pages, and analytics • How Ad AI evolved to coexist with PMax and act on Shopping and PMax Shopping campaigns • The mechanics and impact of Ad AI for Conquest and “on-demand” low-cost competitive bidding • Why brand holdout tests may become less viable in a world of agentic AI watching your brand terms • The distinction between engagement intent and research intent in AI vs. traditional search • How GEO, PR, community engagement, and content velocity tie into future AI and search visibility