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https://blog.google/products/search/google-search-update-march-2024/

One of our client partners spoke some time ago about building a lead gem business and realizing that overall the investment into SEO wasn't worthwhile because the Penguin update destroyed all value they had created and worked hard for, only leaving their main option in PPC..

Google's profits overwhelmingly come from Ppc. Once again, we see it indicated here, as well as with the spam email activities from earlier this year. They are doing everything they can to make it more expensive for you to use anything except PPC.

Google’s latest ad revenue reveals a significant decrease in the growth rate of PPC. The One solution is getting back a ton of ad revenue, and improving user experience by hitting bulk senders hard to preserve their golden goose. With several billion reasons to curb spammy emails, they're hoping people will shift resources to PPC. They will. They’ll also zag that zig, with more time in meaningful lower-funnel interactions. Expect to see big quality changes in both. The writing is on the wall for “One size fits all.” Use it at your peril.

Go to all the lead gen companies and position and let them know that they're about to get all the emails shut off and rotating domains is not a viable option. They need to come up with more inbound campaigns, more engagement campaigns, more review based campaigns, more shared case studies, more webinars, more actual viable, interesting non. blah content required. the equivalent of long former in depth insight.