Episode 707

full
Published on:

20th Jun 2025

Decode Google’s New Diabolical Landing Page Changes with Tas Bober

Are your B2B ads mysteriously tanking on Google? In this explosive episode, Ralph and Lauren sit down with landing page expert Tas Bober, founder of The Scroll Lab by Delphinium, to unpack Google’s stealth February 2025 landing page compliance update—a change that’s silently sabotaging paid traffic across the board. Tas reveals how Google’s AI is now judging your UX with teacher-level scrutiny, how rage scrolling signals are reshaping campaign performance, and why navigation and anchor links are now critical for survival. You'll learn how to fix ad-to-landing page misalignment, boost conversion with smart layout shifts, and adopt “consumption rate optimization” as your new metric for success. Packed with anchor nav hacks and a case study showing a 265% lift in purchases, this episode is your no-BS blueprint for keeping your B2B funnel Google-proof.

Chapters:

  • 00:00:00 - Kicking Things Off on Perpetual Traffic
  • 00:00:22 - What Our Listeners Are Saying
  • 00:02:04 - Meet Tas Bober: The Landing Page Strategist
  • 00:02:45 - The Google Update No One Saw Coming
  • 00:04:42 - Why Relevance and UX Now Rule Ads
  • 00:07:00 - What Makes a Landing Page Actually Work
  • 00:09:16 - Ignore Google's Changes? Here's What Happens
  • 00:13:57 - Smart Ways to Build Pages That Convert
  • 00:19:13 - Picking the Right Tools for the Job
  • 00:21:33 - What This Google Update Really Means
  • 00:22:10 - How to Stay Google-Compliant in 2025
  • 00:27:09 - Crushing Objections Before the Sales Call
  • 00:29:01 - Why Relevance Is Your Ultimate Differentiator
  • 00:35:25 - Personalization + Dynamic Pages = Scalable Wins
  • 00:38:57 - The 4 Core Pages Every B2B Brand Needs
  • 00:42:08 - Final Takeaways and Where to Learn More

LINKS AND RESOURCES:

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About the Podcast

Perpetual Traffic
Helping marketing directors and CMOs master paid traffic and conversions!
Perpetual Traffic is a twice weekly podcast that shares cutting-edge strategies on acquiring leads and sales for your business. The show is produced by Tier 11 and hosted by Ralph Burns and Lauren Petrullo. Traffic is the act of putting your product, service, or message in front of your target audience…it’s the act of acquiring customers online while also building goodwill, and is the lifeline of any business. So, whether you’re a media buyer yet to create your first Facebook or Instagram ad, a Director of Marketing or CMO managing a team of marketing specialists, or a CEO growing your business on your own, you’ll discover actionable strategies that can be applied today. Perpetual Traffic combines the traffic strategies developed at Tier 11 with the real-life agency experience of the hosts. Listen to real stories of business owners and marketing executives just like you how they overcame struggles with digital marketing and online advertising. Learn how to make Facebook advertising, Instagram advertising, YouTube advertising, Twitter advertising, Google AdWords advertising, LinkedIn advertising, (and more) work for your business.

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Kasim Aslam