Ask a room of your friends, “When was the last time you clicked on a search ad on Google?” Watch as the room goes quiet and no one responds. I’m 100% on asking this question with the same result. No one I ask is clicking on the ads.
And if we (as in “smart consumers”) avoid this area like the plague, who IS clicking your PPC campaign? Did you know roughly 36% of all Google traffic clicks on the 1st Organic Position (SEO)? Yup…winning SEO gains more clicks, earns higher quality leads, and can improve your PPC game.
Join me as I explain why you should stop spending dollars on PPC today; especially in local markets. I will express this in data that is easy to understand and will change your perspective on digital marketing for your web presence and when to use PPC…and when SEO should be your primary investment.
Lucas Shaffer is a Georgia-born digital AI strategist focused on building practical, AI-driven systems that help businesses operate smarter and move faster. Through his work at Stand And Stretch, Lucas has helped develop an AI-based marketing platform that transforms years of real-world experience into modern, scalable workflows for small and mid-sized businesses.
Lucas approaches AI as a strategic tool, not a replacement for human thinking. His work blends trained models, automation, and intelligent systems with human judgment, creativity, and accountability. This philosophy is reflected in his Theory of the 9s, a systems-based framework centered on balance, clarity, and sustainable growth across technology, business, and life.
Known for his collaborative, growth-oriented mindset, Lucas focuses on building systems that reduce friction, improve decision-making, and support long-term performance. He believes the best technology works quietly in the background, enabling people to do their best work without unnecessary complexity.
Outside of work, Lucas is a devoted father to three boys. Fatherhood plays a central role in how he thinks about systems, responsibility, and the future, reinforcing his belief that both businesses and families thrive when built on thoughtful structure, adaptability, and purpose-driven design.
