Somewhere in a boardroom right now, a national brand is workshopping its 'growth strategy' while actively ignoring a multi-million-dollar revenue stream sitting right under its nose.

The product exists.
The search demand is there.
The customers are calling.
And still, nothing moves.

Why? Because in enterprise-land, momentum doesn’t stall because of lack of data. It stalls because of indecision, internal friction, and a dangerous addiction to playing it safe.

Let’s talk about the real cost of inaction, and why 'yes' might be the highest-performing word in your entire marketing strategy.

You Don’t Have a Media Problem. You Have a Prioritisation Problem.‍

When asked why they’re not scaling a channel that consistently outperforms the rest, big brands give answers like:

• We don’t have the assets.
• We’re not sure if people call it that.
• It’s not in the calendar.
• We haven’t scoped it yet.
• AND, my absolute lest, most annoying reason is It's not in the annually approved budget.

Translation? It’s not broken enough to force a decision. Meanwhile, real search volume keeps declining, your competitors get louder, and your team’s sitting on a backlog of unanswered phone enquiries because you have failed to invest in technology that changes on a regular basis.

The Onion Theory of Google Ads‍

Here’s a truth most execs don’t want to hear: the more you spend on Google, the less efficient it becomes. Your cheapest conversions sit at the core, people who know exactly what they want. Everything beyond that? Layers of ambiguity.

That’s why your CPA climbs with every budget increase. You’re chasing further-flung customers with lower intent and higher resistance. It’s not scaling. It’s diluting. And while you’re busy overfeeding Google, you’re underfeeding your organic traffic, which, by the way, costs the same whether it brings in 300 clicks or 3 million.

Programmatic Isn’t a Backup Plan. It’s the Main Event.‍

Smart brands know that visibility isn't just about being there when people search. It's about showing up before they search, on the apps, platforms, and podcasts where intent is already bubbling.

Programmatic lets you build demand around underperforming categories without cannibalising your core. Want people to call? Then stop relying on clicks. Run campaigns that are optimised for phone enquiries, not bounce rates.

And for the love of growth, increase your daily budget on high demand days. This isn’t advanced analytics, it’s common sense.

The Power of Yes

‍The highest-margin opportunities are often the ones your systems aren’t set up to handle. So what? Say yes anyway. Book the service. Figure out logistics later. Build systems that adapt around opportunity, not the other way around.

You don’t need perfect infrastructure to run a campaign. You need a decision. A “yes” campaign might sound like a cliché, but the reality is: most brands are leaving millions on the table because no one’s empowered to green-light growth in real time.

Your Customers Are Already Calling. You’re Just Not Answering.‍

And here’s the final gut punch: you already have the leads. They’re phoning your call centre. They’re searching your keywords. They’re refreshing your website hoping for a better UX.

They’re trying to give you money.

But your system’s clunky.
Your messaging’s generic.
Your product pages are buried.
Your budgets are capped.
And your leadership team’s still waiting on a Q4 review to approve a small test.

Final Thought‍

In every high-growth brand, there’s a moment where someone has to stop saying 'let’s revisit this later' and start saying yes, run it.

This is that moment.

If you’re serious about increasing revenue, unlocking new demand, and moving product with precision, stop waiting for perfect conditions. Say yes. Move fast. And pull the damn lever.

Need help building a 'yes' campaign? Let’s design one around your most under-leveraged revenue stream, and turn it into your highest performer.