Vibe Coding for Marketers: Build the Tools You Wish Existed

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This Friends of Search session explores how AI is fundamentally changing the way marketers build and use software. Instead of relying on rigid tools or waiting for engineering resources, marketers can now describe what they want in plain language and have AI generate the solution.

Drawing on real examples from paid search and marketing automation, this session shows how “vibe coding” enables marketers to turn ideas into working tools in minutes—from campaign analysis utilities to creative generation systems and workflow automations. The focus isn’t on theory or programming skills, but on how domain expertise combined with AI can unlock entirely new capabilities for marketing teams. 

You’ll see:

• How marketing automation evolved from scripts and rigid rules to AI-generated tools
• Real examples of vibe-coded applications, including PPC analysis tools, content generators, and workflow assistants
• How marketers can turn plain-language prompts into working software using platforms like Lovable, V0, and AI copilots
• The “vibe-to-code” workflow for describing, generating, refining, and deploying custom marketing tools
• Practical prompting strategies that help marketers build reliable tools without writing code

…and much more.

If you work in search marketing, performance marketing, or growth, this session will show you how to turn your marketing expertise into software that works for you. While the examples focus on PPC and marketing automation, the frameworks and workflows apply to any marketer looking to move beyond off-the-shelf tools and build solutions tailored to their own workflows.

You’ll leave with practical ideas for identifying tasks worth automating, prompting AI to generate custom tools, and deploying small but powerful utilities that save hours of repetitive work every week.

Technical SEO for AI search: optimizing for non-human visitors

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For nearly three decades, we optimized websites for one gatekeeper: Google. We learned its rules, played its game, and built entire strategies around how a search crawler indexes a page. That era isn’t ending, but it’s no longer the whole story.

AI agents are now browsing the web. Large language models are consuming, interpreting, and recommending content to millions of users, often without a single click reaching your site. ChatGPT, Perplexity, Claude, and a growing wave of AI-powered tools are becoming the new front door to your brand. And they don’t read your website the way Google does.

The question is no longer just “do we rank?” It’s “do AI systems understand us, trust us, and choose us?”

This session breaks down what’s actually happening under the hood. We’ll look at how LLMs and AI agents consume web content, from structured data to content architecture, and where traditional SEO assumptions fall short. You’ll walk away with a practical framework for optimizing your site not just for search engines, but for the intelligent systems that are rapidly sitting between your content and your audience.

We’ll cover the technical layers that matter most, the legacy tactics that are losing relevance, and the strategic bets worth making now. Before your competitors figure it out.

Whether you’re in SEO, content, or digital strategy, this talk will change how you think about your website’s most important audience: the one that isn’t human.

Stop Guessing, Start Knowing: Predicting Product Performance with PMax & Search

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Join Inderpaul if you’re an e-commerce marketer or PPC specialist and want to level up your PMax strategies and better understand their interplay with Search campaigns.

We will look at:

● Understanding the concept of ‘Search Space’ and how it reveals the overlap and gaps in search term performance between Search and PMax campaigns.

● Learning practical techniques to analyse Search Space data to identify opportunities for optimising both Search and PMax campaigns.

● Discovering and applying a framework for predicting product success in Shopping Ads with PMax, including segmenting products based on performance and potential.

● Real-world examples of how dynamic product scoring and Search Space analysis can drive significant improvements in ROI for e-commerce advertisers with Google Ads.