Get Ready Canada, Search Ads are Evolving

If your Google Ads plan still depends on matching keywords alone, you’re falling behind. Google’s new AI Overviews are changing how your future customers search—and in the U.S., ads are already showing up inside them. While that hasn’t hit Canada yet, it will soon.

Here’s what to expect, and why Canadian businesses should start getting ready now.

What Exactly Are Google Ads in AI Overviews?

You’ve probably seen those quick summaries at the top of your search results. These are called AI Overviews. They’re meant to help people understand topics faster.

Now, your ads can show up above, below, or inside these summaries. This works with:

• Text and Shopping Ads
• Performance Max Campaigns
• Campaigns using broad or no keywords

Google isn’t just looking at search terms anymore. It looks at what the search means and what the person might want.

Old vs. New: How AI Overviews Are Rewriting the Ad Game

In the past, search ads were mostly triggered by keywords and shown in predictable spots above or below the search results. That worked well when users searched with clear commercial intent, like “buy office chairs” or “best B2B CRM.”

But not every valuable search looks like that. People ask questions, explore ideas, and make decisions gradually.

Here’s how AI Overviews change the game:

AI Overview ads meet people earlier in the journey, in a more helpful and organic way. Instead of interrupting, they fit into the flow of what someone is already reading.

Context Is King: Why Smarter Ads Win More Clicks

At tbk, we focus on helping businesses grow with smart, useful marketing.

This update from Google is important because:

• You can reach people earlier while they’re still learning
• Google matches ads to both what they search and what they want
• You get better leads who are ready to learn more or buy

In simple terms: more of the right people, at the right time.

Canada, We’re Next—Here’s What to Watch For

AI Overviews are already live in Canada, but ads within them aren’t here yet. That rollout is underway in the U.S., where users are actively seeing sponsored content inside AI-generated answers.

Canada typically follows the U.S. by 6–9 months on new Google features. That means ads in AI Overviews could land here by late 2025 or early 2026.

Right now, your best shot at appearing in AI Overviews is through SEO. But once ads go live, they’ll take up premium spots, and organic visibility will get a lot more competitive.

This shift won’t just affect your SEO or ad strategy—it’ll reshape how people search, learn, and decide who to buy from.

Getting ahead now means you’ll be ready when it counts.

How tbk is Getting Clients Ready for AI Overview Ads

We’ve helped hundreds of clients turn casual visitors into real customers. Now we’re helping even more businesses get results with our digital advertising services, including:

• Running Performance Max campaigns that work with AI Overviews
• Writing ad content that matches what searchers need
• Using smart bidding to show your ads to the right people
• Making sure your product listings are clear and up-to-date

Not sure if your ads can show in AI Overviews? Chat with a Google Ads expert.

What You Should Be Doing Right Now to Get Ahead

This isn’t just a new feature. It’s a big change in how people find and choose businesses.

To keep up, your business should:

• Focus on what your customers are really asking
• Use clear, helpful ad copy
• Stay updated on how Google Search is changing

If you’re a B2B company looking for better leads without spending more, Google’s AI Overviews can help you get there.

Let’s make sure your business shows up when people are ready to take action.

Step 1: Open Query Explorer

• Link: Open Query Explorer
• Ensure the toggle on the left side is set to UA, not GA4.

Step 2: Select Your Client’s GA Account, Property, and All Website Data

• The client’s account ID should automatically populate under “ids*” in the first blank.

Step 3: Determine the Start & End Date to Pull Data From

• Log into Google Analytics
• Go to the client’s account and set the start date from which you want to pull data.
• Set the end date to 2023-07-01 (the last day UA collected data).

Step 4: Create Your Reports

Determine any additional reports needed besides the suggested four:

• Source/Medium Data
• Organic Landing Page Data
• General Landing Page Data
• Geography/Location Data

Step 5: Export Your Reports

• Create a templated Google sheet & customize it to suit the client.
• For each report, input the following dimensions & metrics into their required sections:

Source/Medium Data Pull

• Dimension – Source/Medium
• Metrics
  • ga:users
  • ga:newUsers
  • ga:sessions
  • ga:bounceRate
  • ga:sessionDuration
  • ga:goalCompletionsAll
  • ga:goalConversionRateAll
  • ga:pageviewsPerSession

Organic Landing Page Data Pull

• Dimension – landingPagePath
• Metrics
  • ga:channelGrouping
  • ga:users
  • ga:newUsers
  • ga:sessions
  • ga:bounceRate
  • ga:sessionDuration
  • ga:goalCompletionsAll
  • ga:goalConversionRateAll
  • ga:pageviewsPerSession

General Landing Page Data Pull

• Dimension – landingPagePath
• Metrics
  • ga:users
  • ga:newUsers
  • ga:sessions
  • ga:bounceRate
  • ga:sessionDuration
  • ga:goalCompletionsAll
  • ga:goalConversionRateAll
  • ga:pageviewsPerSession

Geography/Location Data Pull

• Dimension – city or country (depending on the client)
• Metrics
  • ga:users
  • ga:newUsers
  • ga:sessions
  • ga:bounceRate
  • ga:sessionDuration
  • ga:goalCompletionsAll
  • ga:goalConversionRateAll
  • ga:pageviewsPerSession
    

Step 6: Run the Query

• Once you have inputted the necessary dates, metrics & dimensions, it’s time to run our query and get our data!
• Scroll to the bottom of the page, deselect ‘include empty rows’ if selected and select “Run Query.”
• The report should populate & you will want to select ‘download.tsv.’
• Once downloaded, save and export the file to your computer desktop as an Excel file.

Step 7: Upload to Google Sheets

• Using the templated sheet, select File -> Import -> Upload -> and select the file.

London, ON – Thank you, London.

Thank you to our incredible community for choosing us as London’s Best Web Design company for the 9^th year in a row.

Our goal is to make it better – design better brands, create better marketing campaigns, build better customer systems, and craft better websites.

By challenging ourselves to always make it better, we innovate and transform the way organizations operate.

Thank you for choosing us to be an integral part of your business growth.

Taking Solutions to the Next Level

We’re a full-service agency, backed by a team with decades of experience between branding, marketing, web, and enterprise systems. What sets us apart is our exposure and learnings from a multitude of businesses, from accountants to aerospace engineers, and our holistic strategy towards executing revenue-generating, industry-leading programs.

We provide solutions unique our clients’ business goals.

We drive results, and it shows.

• 96% retention rate
• $1MM of media managed per year
• 450+ websites and platforms built
• 50+ international brand, web, and digital marketing awards

In a competitive industry, we refuse to operate with the churn and burn model that so many other agencies adopt – when other agencies average a 30% churn rate, we retain nearly every client we have at 96%. This is a testament to the products and services we deliver, and the partnerships we build along the way.

Camaraderie Delivers

Our team takes pride in delivering an experience that exceeds our customers’ goals.

This year we were also awarded the Great Place to Work award, where we scored 96% for team camaraderie. We push the boundaries together, collaborate across departments and teams, and hold one another accountable to launch award-winning work.

Each and every one of our team members is here to help people make their businesses better, and to have a positive impact on each and every one of our clients.

Thank you, Consumer Choice Awards

Consumer Choice Awards has recognized and promoted business excellence for 30 years. Thank you for calculating and vetting the marketing so that consumers can buy better.

With this award, we continue to work with incredible clients, and we are excited to continue unlocking doors to new business growth.

tbk is excited to announce its 3rd consecutive win of the Great Place to Work® award.

The Great Place to Work® certification recognizes organizations with exceptional work cultures. The award winners are acknowledged for creating and maintaining an outstanding workplace environment based on credibility, respect, fairness, pride and camaraderie. 

Unlike other awards, the Great Place to Work® award relies on direct employee feedback for a company to win, and requires that employees submit to a confidential Trust Index© Survey which defines a great workplace as one where “employees trust the people they work for, have pride in the work they do and enjoy the people with whom they work.”

Reflecting on the award, Melissa McInerney, Founder and CEO, said:

“When you feel trusted, great work flows. Trusted to have our clients’ best interests at heart, to deliver award-winning results, to support your teammates, to grow businesses. Thank you to our teammates for everything you do – for always showing up (even when it’s tough), for dreaming up the ground-breaking brands, websites and campaigns, for delivering code companies can trust and rely on, and for building unbreakable bonds all while delivering. Thanks for choosing tbk.”

tbk’s commitment to its team members’ well-being and professional growth continues to be highlighted through several initiatives that underscore its distinction as a Great Place to Work®:

Promoting Autonomous Working and Self-Management: tbk champions autonomous working models, empowering its team to manage their schedules effectively, promoting a healthy work-life integration. Rooted in flexibility and trust, this approach encourages productivity while honoring personal commitments.

Continued Focus on Employee-Centric Benefits: From the Paid Fridays Off in the Summer initiative, offering employees rejuvenating long weekends throughout July and August, to the Flexible Work Schedule (Root Hours) allowing for personalized working hours, tbk prioritizes employee well-being and productivity.

Embracing a Hybrid Work Model: Seamlessly blending remote work opportunities with in-person collaboration, tbk ensures team members can thrive in an environment conducive to innovation and inclusion.

Commitment to Professional Development & Mentorship: tbk invests in its teams’ growth by facilitating support and time for professional development programs, fostering a culture of continuous learning and self-actualization.

As a recipient of the Great Place to Work® Award, tbk remains committed to sustaining this culture of excellence and innovation while continually enhancing the employee experience. 

tbk extends a heartfelt thanks to Great Place to Work® Canada,  each and every one of their clients, and its dedicated team whose relentless commitment and collaborative camaraderie has been pivotal in securing this accolade for a consecutive year.

If you’d like to learn more about our efforts, follow this link to our Great People = Great Place to Work blog post.

Andre LeFort, tbk’s VP of Technology, has been invited to be a judge for both the Western Engineering Competition (WEC) and the Ontario Engineering Competition (OEC). Both events are being hosted by Western University in 2023.

WEC, which took place January 13 and 14, is a university-wide competition that brings together nearly 500 Western students from all disciplines and years to solve unique and challenging engineering problems. Motivated to inspire the next generation of engineers, tbk has been sponsoring WEC since 2017—and this year was no different.

Andre used to be a student at Western, which is part of what makes being a long-term judge of WEC so meaningful for him.

“I’m thrilled to once again be a judge for the Western Engineering Competition,” says Andre. “My time as an undergrad at Western was complicated by it being my first time away from home and (coming from a French family) the first time I’d learned in English. I was finding my footing and wasn’t aware of opportunities like this at the time. But sometimes life comes full circle. It’s a joy to return to Western and contribute to hands-on education later in life.”

The winners of WEC will go onto the Ontario Engineering Competition on January 21-23, where Andre will also be serving as a judge. Over 300 of the brightest, most talented engineering students from universities across Ontario will come together to compete. First-place teams at OEC will then advance to the national Canadian Engineering Competition.

tbk is pleased to continue supporting Western University—and all the engineering students who are competing in these annual engineering events.

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tbk

tbk is recognized as a Great Place to Work®. The Great Place to Work® certification recognizes employers who create an outstanding employee experience. Employee feedback is the primary determinant used in selecting winners, alongside independent analysis.

“This award is the culmination of years of knowing that when we invest in people, excellence is on the other side,” says Melissa McInerney, CEO and founder of tbk. “That’s been our mission since tbk’s inception, one that rejects the typical ‘hustle’ agency lifestyle. We’ve created a workplace where people feel empowered and respected—and that includes respect for our personal lives. We work hard and we are kind.”

Here are just some of the many reasons why tbk was recognized as a Great Place to Work®:

Paid Fridays Off in the Summer

Eligible employees receive paid Fridays off throughout the months of July and August to explore, unwind, and refresh. tbk knows that long weekends (Refresh Fridays) boost productivity. The four-day work weeks throughout the summer months are incredible motivators, encouraging tbk’s team to do more in less time without compromising its high standards.

Flexible Work Schedule (Root Hours)

Employees are expected to be online and available for meetings/collaboration between 10:30a.m. – 3:00p.m. EST. People are free to choose when they work the rest of their hours. Early birds work at first light. Night owls work after the sun has set. Employees have greater flexibility to make appointments, enjoy the sunshine, and spend time with their children before they go to sleep.

Hybrid Work Model

tbk has perfected the art of remote and hybrid work.  By allowing its highly driven, self-motivated team members to work from anywhere, tbk team members are empowered to produce high-caliber deliverables with less interruptions and distractions. tbkers can choose to work from the comfort of their home or visit our downtown London office for in-person collaboration and learning.

Professional Development & Mentorship

tbk intentionally hires forever curious people who want to self-actualize and become the best versions of themselves. tbk allocates financial support and time off for dozens of courses and professional development programs, empowering employees to direct the future of their careers.

Furry Coworkers & Pet Compassion

tbk has a pet-friendly office and a culture of pet lovers across Canada. Additionally, tbk’s Molly Fund supports staff members with large, unexpected veterinary bills (as well as select pet owners in the community).

“Our data shows that great workplaces benefit from stronger financial performance, reduced turnover, and better customer satisfaction than their peers,” says Nancy Fonseca, Senior Vice President of Great Place to Work® Canada. “[They’re] ripe for innovation, agility, resilience, and efficiency.”

tbk is proud to be on this coveted list and would like to thank Great Place to Work® Canada and all tbk’s valued employees for this certification.

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tbk

London, ON – tbk would like to sincerely thank our community of business professionals and marketers. Thanks to unbiased opinions like yours, Consumer Choice Award (CCA) has awarded our marketing-technology agency the title of London’s best web design company.

We are the only winner in this category within our region — and this is the eighth consecutive year we’ve received this honour.

So, thank you.

Thank you to those who’ve chosen tbk’s skilled web designers and developers for website help.

Thank you to those who’ve trusted us to build more than simple websites, but engaging enterprise-level web experiences.

And thank you to those who’ve hired our strategic-minded team to integrate critical systems within your platform, unlocking doors to new business growth.

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tbk

For over 30 years, Consumer Choice Award has been recognizing and promoting business excellence in North America. The CCA is calculated and vetted by leading market research firms to help consumers buy better.

tbk takes pride in our enterprise-grade website building and custom software development skills. Together, we collaborate with our clients to:

• Create better brand experiences
• Rank higher in search engines
• Make websites accessible and legally compliant
• Speed up site loading times
• Build custom platforms and portals (e.g., self-serve customer portals)
• Integrate with other software—or build custom software
• Develop unique personalization options
• Increase web traffic and conversion rates

London, thank you again for your vote of confidence in tbk. We promise to continue delivering excellence in every website we create.

AI and Generative Art: Personalizing User Experience

AI-generated designs are setting the stage for a revolution in personalization. By leveraging AI, websites can offer dynamic content that adapts to individual user preferences, making every visit unique. While aesthetically pleasing, this trend is more focused on using technology to meet users’ needs more effectively, providing a tailored experience that resonates on a personal level.

• Example: A music streaming service personalizes user backgrounds with AI-generated themes based on their listening habits, creating a unique visual experience.

The Parallax Effect: Immersive Storytelling

Parallax scrolling, with its dynamic background and foreground content moving at different speeds, is re-emerging with a modern twist. This technique now incorporates live content and video, enhancing storytelling and user engagement. It transforms static pages into captivating narratives, guiding visitors through a visually engaging journey.

•  Example: A travel blog uses parallax scrolling to create an immersive storytelling experience, simulating depth and movement through various destinations.

Micro interactions: Enhancing User Engagement

Micro interactions are small yet powerful design elements that play a significant role in enhancing the user experience. These subtle animations and responses to user actions add a layer of engagement and intuitiveness to websites. As we move into 2024, we expect micro interactions to become even more sophisticated, offering personalized and context-aware experiences.

• Example: A product showcase site enhances user engagement with micro interactions that provide tactile and visual feedback when interacting with product images.

As a company, we do all that we can to offer the benefits and culture that talent is looking for. It’s our people – from developers to digital marketers – that create the positive environment where people want to stay. 

O.C. Tanner’s 2023 Global Culture Report found that 74% of survey respondents ranked camaraderie/relationship with team members as the most important aspect for nurturing belonging. 

You read that right – the most important aspect.

In the Great Place to Work Survey Results, tbk scored 93% in camaraderie – and this speaks to the team environment we continue to build.

With a sense of camaraderie comes a sense of goodwill, friendship, mutual trust and community, and this environment leads our team to: 

• Enhanced collaboration
• Motivation and engagement
• Improved communication
• Resilience through challenges
• Attraction and retention of talent

Our sense of camaraderie is rooted within each and every one of us and we remain committed to sustaining this culture of excellence and innovation, while continually enhancing our team experience together.

When asked about tbk winning the Great Place to Work Award for the second year in a row, our Founder and CEO, Melissa McInerney said:

“When you feel trusted, great work flows. Trusted to have our clients’ best interests at heart, to deliver award-winning results, to support your teammates, to grow businesses. Thank you to our teammates for everything you do – for always showing up (even when it’s tough), for dreaming up the ground-breaking brands, websites and campaigns, for delivering code companies can trust and rely on, and for building unbreakable bonds all while delivering. Thanks for choosing tbk.”

Why Is Website Security So Important for Businesses?

The importance of website security cannot be underestimated. A hacked website can damage a company’s reputation, finances, and customer trust.

The dangers of website vulnerability are significant. Hackers can exploit vulnerabilities in your website to steal sensitive data, inject malicious code, or deface your website. They can also use your website as a gateway to attack other websites, spread malware, or carry out phishing attacks.

As a website owner, it’s essential to take measures to protect your website from such risks.

Reported Vulnerabilities in WordPress Theme Builders

Over the years, several vulnerabilities have been reported in WordPress theme builders such as Elementor, Divi, WPBakery, and Gutenberg.

In our research, we discovered that Elementor, the most popular theme builder, has had many more security vulnerabilities identified.

Reported Vulnerabilities (dating back to 2015):

• Divi = 8
• WPBakery = 10
• Gutenberg = 22
• Elementor = +100

Recommended Ways to Protect Your Website

Now that you understand the risks of website vulnerabilities and have seen the data, the question become: what can you do about it?

One way to protect your WordPress website is to keep your software up to date. WordPress regularly releases updates that address security vulnerabilities, so it is crucial to install these updates as soon as they become available. You should also keep your plugins and themes updated, as they can also have vulnerabilities that can be exploited.

You should also use a reputable web hosting provider that takes security seriously. A good hosting provider will have measures in place to protect your website from attacks, such as firewalls, intrusion detection systems, and malware scanners.

Next Steps for WordPress Website Security

Investing in website security measures such as strong passwords, regular updates, backups, and security software is essential for any business to prevent cyberattacks and safeguard their online presence.

If you’re considering using a theme builder plugin for a WordPress website and you’re rightly concerned with security, contact the marketing-technology experts at tbk. Our WordPress Maintenance Packages keep websites safe and secure.