Rippling’s $16B Marketing Strategy (You Can Actually Copy)

Sponsored by Semrush. Try Semrush One for 14-days (exclusive Exposure Ninja deal) 👉 https://exposureninja.com/semrushoneMost marketers aren't short on data. They're short on clarity.In 2026, marketing teams are tracking more metrics than ever and still can't answer the most important question: what's actually driving leads, revenue, and growth?This episode shows you exactly which digital marketing metrics are worth your attention, which ones you can safely ignore, and the tools you need to track them properly.Here's what I cover:Why conversion events, not traffic, should anchor your entire measurement strategy and how to set them up correctly in GA4How to analyse traffic channels, landing pages, and devices, and cross-reference them to find your biggest growth opportunitiesThe lead gen metrics that live outside GA4, including lead-to-opportunity rate, revenue per lead, and conversion-to-customer rateHow to read the purchase journey report in GA4 for e-commerce, and why a dropping conversion rate isn't always bad newsThe SEO metrics that actually matter in Semrush, and why tracking keyword volume without watching page-one positions is quietly misleading youHow to measure AI Search visibility and brand sentiment across LLMs, and why branded organic traffic is becoming one of your most important signalsWhy 58% of marketers say AI Search traffic converts at a higher rate than regular organic, and how to build a dashboard that tracks it properlyThe businesses winning right now aren't tracking more. They're tracking smarter.Request a review of your website and marketing 👉 https://exposureninja.com/review/Read the show notes: https://exposureninja.com/blog/website-metrics/Listen to these episodes next:The BEST SEO Strategies for 2026⁠⁠https://exposureninja.com/podcast/368/⁠⁠How To Dominate AI Search Results in 2026⁠⁠https://exposureninja.com/podcast/372/⁠⁠Copy The 3 Pillars of £50m+ SEO Campaigns⁠⁠https://exposureninja.com/podcast/371/

Rippling has grown from over $16 billion, and their website traffic went from 20,000 monthly visitors in 2021 to over 1.5 million today.This didn't happen by accident. It happened because of a three-part digital marketing playbook that any business — software, services, or anything else — can copy.Here's what I cover in this breakdown of Rippling's marketing strategy:How Rippling ditched generic messaging and rebuilt their entire website around laser-targeted customer segments — and why this drove higher-quality leads from real decision-makersThe content strategy that grew their blog from 5,000 to nearly 200,000 monthly visits — and the exact topic clusters they used to do itWhy Rippling built out state-by-state labor law content across every US state, and what this teaches you about hyper-specific audience targeting- What "Rippling Plus" is, why it's a smart play to insulate against AI search disruption, and whether it's worth attempting for your businessHow Rippling uses original research and digital PR to get coverage in the exact publications their target audience reads — and why this is now critical for AI search visibilityWhere Rippling's AI search visibility currently stands, and the one area they need to improve before competitors chip away at their leadThe three-pillar playbook behind Rippling's rise is something any business can learn from — whether you're starting from scratch or trying to scale what's already working.The key lessons from Rippling's approach:Tell a specific story for each customer segment — not a generic one for everyoneBuild content around the topics your different audiences actually search forUse original data and digital PR to earn coverage in the publications AI tools citeRead the show notes: https://exposureninja.com/podcast/rippling-marketing-strategy/Listen to these episodes next:The BEST SEO Strategies for 2026⁠https://exposureninja.com/podcast/368/⁠How To Dominate AI Search Results in 2026⁠https://exposureninja.com/podcast/372/⁠Copy The 3 Pillars of £50m+ SEO Campaigns⁠https://exposureninja.com/podcast/371/

Google just posted a monster quarter — search ad revenue up 19% year on year, cloud breaking $20 billion for the first time, and products built on Gemini growing over 800%. But behind the headline numbers lies a more nuanced story for brands and marketing leaders trying to figure out where to place their bets.The "doomish narrative" that ChatGPT, Perplexity, and AI Overviews are gutting Google Search simply isn't supported by the data. Google Search is still growing. Queries are at an all-time high. And AI Overviews are actively driving that growth, not cannibalising it.But that doesn't mean everything is rosy for the brands appearing in those results.In this episode, Charlie Marchant (CEO of Exposure Ninja) and Dale Davies (Head of Marketing at Exposure Ninja) break down:• Why Google's 19% ad revenue surge may actually be fuelled by brands panicking about organic traffic losses — and whether that panic is justified• How AI Overviews are reshaping click behaviour, with impressions staying stable but clickthrough rates shifting in ways that don't always hurt conversions• The rise of "personal intelligence" in search — where two users searching the same query could see entirely different results — and what that means for keyword rank trackers• Why Google's long-term vision looks far more like AI Mode than traditional blue links, and how quickly that transition could happen• The emerging "agentic commerce" trend where Google becomes a marketplace that completes transactions without users ever visiting your website• How AI chatbots like Claude are creating entirely new brand ranking systems — with only three recommendation slots instead of ten organic positions• What the earnings call doesn't tell you: the DOJ antitrust case, competitive pressure from ChatGPT and Claude, and whether Gemini is an underdog in its own rightCharlie shares her framework for how marketing leaders should allocate budget in this shifting landscape — the 80/20 rule that prioritises what's already working while leaving room for strategic experimentation.As Charlie explains in the episode:"If people are still scared in 2026, it's because they haven't yet shifted their SEO strategy to understand how AI Overviews and other AI platforms are part of that search journey."Whether you're weighing up organic versus paid, trying to figure out how agentic search affects your eCommerce strategy, or simply trying to make sense of what Google's numbers actually mean for your business — this episode gives you a clear-eyed breakdown of where search is heading and what to do about it.Get the podcast show notes:https://exposureninja.com/podcast/dojo-74/Listen on your favourite podcast player instead:Apple: https://podcasts.apple.com/gb/podcast/googles-revenue-is-exploding-but-are-brands-winning-too/id1161818237?i=1000765508727Spotify: https://open.spotify.com/episode/1KIX7OCYzx9DCe7qUg4pBm?si=uxQkVJ20QR-7mnghSFAY6wListen to these episodes next:ChatGPT Sends 21% of Its Traffic to Google. Here’s Why That Matters.https://exposureninja.com/podcast/dojo-73/What Does AI Really Think of Your Brand?https://exposureninja.com/podcast/dojo-71/Do Rankings Still Matter with AI Search?https://exposureninja.com/podcast/dojo-66/

A new Semrush study — analysing over a billion lines of clickstream data across 17 months — has revealed something that changes how we should think about ChatGPT as a search channel: 21% of all ChatGPT referral clicks go straight to Google.That's not a quirk. It's a pattern — and it's growing.ChatGPT referral traffic to websites grew 206% year on year (January 2025 vs January 2026), even as ChatGPT's own traffic has plateaued near a billion monthly visits. The platform is no longer just a chatbot. It's becoming a doorway to the open internet — and Google is its biggest beneficiary.But here's what makes this data so important for marketing leaders: ChatGPT is absorbing more and more of the research phase. Users are making purchase decisions inside their AI conversations before they ever click through to a website. If your brand isn't showing up in those conversations, you're invisible at the most critical point in the buyer journey.In this episode, Dale Davies (Head of Marketing at Exposure Ninja) and Charlie Marchant (CEO of Exposure Ninja) break down the full Semrush report and explain what it means for your search strategy:💡 Why 21% of ChatGPT's outbound clicks going to Google means your SEO foundation matters more than ever — not less💡 The 206% year-on-year increase in ChatGPT referral traffic and why the "ChatGPT doesn't send traffic" objection is now dead💡 How 30% of all ChatGPT referral traffic goes to just 10 domains — and what the remaining 70% means for your business💡 Why only 35% of ChatGPT queries trigger a live web search (down from 46%) and what that means for how quickly your optimisation efforts show results💡 The critical difference between ChatGPT prompts and Google keywords — and why your content strategy needs to account for both💡 How to use your Google Analytics data to identify which AI platforms are actually driving referral traffic and conversions for your business💡 Why businesses with clear positioning and well-defined customer personas will dominate in AI search — and why generic brands will struggleAs Charlie explains:"ChatGPT is a new search channel. People are searching within ChatGPT. It's now part of the search journey to finally find the business or the product that they actually want. We need to optimise for all of the channels where we know that our customers are having touchpoints."The businesses building their AI search strategies now — not waiting for the dust to settle — are the ones that will hold the advantage as ChatGPT's referral traffic continues to grow. This episode gives you the data and the framework to act on it.Watch this on YouTube instead:https://www.youtube.com/watch?v=wP8V1BBhPcURead Semrush's report:⁠https://www.semrush.com/blog/chatgpt-search-insights/Get the Show Notes:https://exposureninja.com/podcast/dojo-73/Follow Charlie Marchant on LinkedIn for the latest in AI Search Optimisation:⁠https://www.linkedin.com/in/charliemarchant/⁠Request a free marketing review:⁠https://exposureninja.com/review⁠Try Semrush for FREE:⁠https://thankyouninjas.com⁠Listen to these episodes next:If My SEO Traffic Dropped, Here's Exactly What I'd Do⁠https://exposureninja.com/podcast/378/⁠What Does AI Really Think of Your Brand?⁠https://exposureninja.com/podcast/dojo-71/⁠How To Write a Marketing RFP (That Actually Gets Results)⁠https://exposureninja.com/podcast/377/

37% of beauty and cosmetics consumers are already using AI platforms — ChatGPT, Gemini, Perplexity, and others — to search for products. 27% of UK shoppers are already making purchases via AI agents. And 80% abandon traditional Google searches in this sector because they simply can't find the specific, personalised answers they need.The $450 billion beauty industry is being reshaped by AI search faster than most brands have realised — and the window to get ahead of it is closing.Charlie Marchant (CEO of Exposure Ninja) and Dale Davies (Head of Marketing at Exposure Ninja) dig into the findings from Exposure Ninja's new Beauty AI Search Report and what it means for any brand competing for visibility and purchases right now:💄 Why 37% of beauty consumers are already searching in AI — and why that number is likely to keep rising rapidly💄 How personalisation is driving AI adoption in this sector, from skin photo uploads in ChatGPT to quiz-based regimen builders, and what that means for how you structure your content💄 The budget question every beauty marketing leader is asking: do you invest in owned tools like regimen builders, or in getting your brand into AI recommendations — and how to decide💄 Why AI Overviews now appear on 36% of beauty queries, what that means for organic traffic, and how appearing in them is a different challenge to ranking in ChatGPT or Gemini💄 How the "lipstick effect" means beauty spending is proving recession-resilient — with UK shoppers spending £324 on average in 2025, up from £291 in 2024 — and why that makes AI search optimisation a priority even in uncertain economic conditions💄 Why 29% of shoppers go into physical stores just to read product descriptions they couldn't find online, and the easy win most brands are missing💄 The long-term future: agentic AI shoppers projected to account for 10–20% of US e-commerce purchases by 2030, and what that means for how beauty brands need to be structured today💄 Charlie's practical recommendations for getting started: how to track AI traffic in Google Analytics, which product categories to prioritise, and why third-party PR is the biggest lever most brands aren't pulling"If you're not in the recommendations, you're not pushing any traffic through from those sites. You're not getting referral traffic from ChatGPT or Gemini, and you're not covering that part of the top of the funnel — of those 37%, that's for now."Whether you're an established beauty brand navigating the shift away from traditional search, or a challenger brand trying to punch above your weight in AI recommendations, this episode gives you a clear picture of where the category is heading and the actions to take before your competitors catch up.Download the full Beauty AI Search Report for the complete data and sector-specific recommendations:https://exposureninja.com/beauty-ai-search-report/Follow Charlie Marchant on LinkedIn for the latest in AI Search Optimisation: https://www.linkedin.com/in/charliemarchant/Request a free marketing review:https://exposureninja.com/reviewTry Semrush for FREE:https://thankyouninjas.comGet the show notes:https://exposureninja.com/podcast/dojo-72/Listen to these episodes next:I Bought a £7M Company to Test My Marketing Playbookhttps://exposureninja.com/podcast/365/If My SEO Traffic Dropped, Here’s Exactly What I’d Dohttps://exposureninja.com/podcast/378/How To Dominate AI Search Results in 2026https://exposureninja.com/podcast/372/

SEO traffic dropped? You're not alone — and it's fixable.A $10 billion beauty brand came to us with clicks down 23.5% year-on-year and impressions falling. After a comprehensive SEO audit, they grew organic traffic by 27%, improved average rankings by 2.7 positions, and more than doubled their visibility in Google's AI Overviews.In this episode, I walk through the four-step process that made it happen.You'll discover:The technical issues silently dragging down your rankings — duplicate pages, broken redirects, hreflang errors, and moreWhy missing meta descriptions, H1 tags, and alt text compound at scale — and how to fix them fastHow to spot content that's haemorrhaging impressions because it doesn't match search intentWhy AI Overviews and AI search tools are intercepting your organic traffic — and the exact changes that doubled this brand's AI visibilityIf your organic search traffic has dropped and you're not sure where to start, this episode gives you a clear, prioritised framework for diagnosing the problem and turning it around.Read the podcast notes:https://exposureninja.com/podcast/378/Listen to these episodes next:The BEST SEO Strategies for 2026https://exposureninja.com/podcast/368/How To Dominate AI Search Results in 2026https://exposureninja.com/podcast/372/Copy The 3 Pillars of £50m+ SEO Campaignshttps://exposureninja.com/podcast/371/

Your future customers aren't just Googling you, they’re asking ChatGPT, Gemini, and other AI platforms if they should trust you.In this podcast, ⁠Charlie⁠ and ⁠Luke⁠ go behind the scenes of ChatGPT and major AI platforms to show you exactly how LLMs describe your business. We demo our brand new tool, ⁠⁠Mine My Brand⁠⁠, designed to help you audit and optimise you the way AI describes your business.Using a live deep-dive into Revolut, we reveal:Why what you say on your website might be completely different from what AI tells users.The specific websites and articles feeding ChatGPT its "opinion" of your brand.Actionable strategies to influence AI mentions and ensure you’re the recommended choice in your industry.Stop guessing what AI thinks of you.Are you being cited as an industry authority, or are you invisible to the world’s most powerful AI models? It’s time to find out.👉 Go to ⁠minemybrand.com⁠ to run your free audit and see what AI says about you.Get the show notes:https://exposureninja.com/podcast/dojo-71/Request a free marketing review:⁠https://exposureninja.com/review⁠Try Semrush for FREE:⁠https://thankyouninjas.com⁠Listen to these episodes next:I Bought a £7M Company to Test My Marketing Playbook⁠https://exposureninja.com/podcast/365/⁠If My SEO Traffic Dropped, Here’s Exactly What I’d Do⁠https://exposureninja.com/podcast/378/⁠How To Dominate AI Search Results in 2026⁠https://exposureninja.com/podcast/372/

Most marketing RFPs are quietly sabotaging their own results — and the agencies pitching you are too polite to say so.After reviewing hundreds of RFPs over more than two decades, Exposure Ninja's Sales Director, Rich Gray, has identified the single biggest mistake companies make — and it's not what most marketing leaders expect.The problem isn't the budget. It's not the timeline. It's this: businesses ask for a specific solution before they've allowed an expert to diagnose the actual problem.In this episode, I walk you through a practical, eight-step framework for writing a marketing agency RFP that generates genuinely useful proposals — not a stack of polished decks that all conveniently hit the top end of your budget.You'll discover:Why vague goals produce vague proposals — and the two-level goal structure that gives agencies something to actually work withThe "pin the tail on the donkey" budget problem and why withholding your budget range guarantees worse outcomes (not better ones)How to share your competitive landscape in a way that signals ambition and sharpens agency thinkingWhat your sales team can spot in your RFP that your marketing team will miss entirelyWhy internal misalignment before you send the RFP is the single fastest way to waste everyone's time — including your CFO'sThe discovery call question that Rich insists on before he'll engage with any RFP at allWhether you're putting together your first RFP or refining a process you've run for years, this episode gives you a practical, agency-side perspective on what actually makes a proposal land — and what quietly kills your chances of getting the strategic thinking you need.Get the show notes:https://exposureninja.com/podcast/377/Listen to these episodes next:The Budgeting Mistake Costing You a 10X ROIhttps://exposureninja.com/podcast/376/How To Create High-Converting Contenthttps://exposureninja.com/podcast/374/How To Dominate AI Search Results in 2026https://exposureninja.com/podcast/372/

OpenAI is projected to lose $14 billion this year. It's spending $1 million per day running Sora for just 500,000 users. And its first foray into advertising has already been called a flop by one of its biggest early adopters.So, is OpenAI actually running out of cash?And what does all of this mean for the future of AI advertising, ChatGPT's market dominance, and your marketing strategy?In this episode, Charlie Marchant (CEO of Exposure Ninja) is joined by Luke Nicholson (COO of Exposure Ninja, making his first-ever podcast appearance) to cut through the noise. They reveal:Why OpenAI has shuttered Sora — and what a $1M-per-day burn rate for 500,000 users tells us about how the company prioritises productsThe two Meta veterans OpenAI just hired to build its ad platform, and what their backgrounds signal about the company's real priorities ahead of its Q4 2026 IPOWhy Walmart's VP publicly called ChatGPT ads a "flop" — and the fundamental tension between user experience and advertiser ROI that OpenAI still hasn't resolvedHow Shopify's new Agentic Storefronts work, why OpenAI abandoned its own instant checkout, and why that 4% transaction fee could trigger serious retailer backlashThe real ChatGPT market share picture — including live data from Exposure Ninja's client portfolio showing which AI platforms are driving the most traffic and the highest-converting visitsWhere Claude, Gemini, and Microsoft Copilot are genuinely threatening ChatGPT — and where they're notAs Luke explains in the episode:"OpenAI isn't running out of cash, but it's possibly running out of time in which to convince the rest of the world that all of the investment in it is worthwhile."If you want to understand which AI platforms your customers are actually using — and what OpenAI's financial pressures mean for the future of AI advertising — this episode gives you the clearest picture available right now.Follow Charlie Marchant on LinkedIn for the latest in AI Search Optimisation:https://www.linkedin.com/in/charliemarchant/Request a free marketing review:https://exposureninja.com/reviewTry Semrush for FREE:https://thankyouninjas.comGet the show notes:https://exposureninja.com/podcast/dojo-70/Listen to these episodes next:Do Rankings Still Matter with AI Search?https://exposureninja.com/podcast/dojo-66/How To Dominate AI Search Results in 2026https://exposureninja.com/podcast/372/The BEST AI Search Optimisation Strategies for 2026https://exposureninja.com/podcast/366/

Most marketing budgets don't fail because they're too small. They fail because they're split across too many channels, with not enough behind any of them to actually work.After 12 years and thousands of campaigns, the pattern is consistent: the businesses winning aren't necessarily spending the most. They're just smarter about where they put it.In this episode, I walk through the five-step framework we use with clients to allocate their marketing budget for maximum ROI in 2026 — including the single biggest mistake we see businesses making, and exactly how to fix it.You'll discover:• Why spreading budget across 10–14 channels is quietly killing your results — and the 80/20 rule that fixes it• How to audit what's actually working (including which metrics to look at beyond revenue volume)• The right way to allocate your experimentation budget — with defined goals, fixed timelines, and clear decision points• How to protect your lead generation when budgets get cut unexpectedly• The five-minute framework for defending your budget allocation to any internal stakeholderI'll share real client examples, including a business generating $66,000 in revenue from AI search traffic with a tiny number of visitors — and why that changed their entire channel priority — and a client who overachieved on their lead target even after it was cut from 600 to 24.As I explain in the episode:"The brands that are winning aren't necessarily the ones that are spending the most. It's the ones that are smartest about where they allocate their budget."If you want to stop spreading your budget too thin and start getting the returns your spend deserves, this is your complete framework for 2026.📋 Want us to audit your current channel performance and suggest where to focus? Request a free review of your website and marketing → https://exposureninja.com/reviewListen to these episodes next9 Reasons Why Your Traffic Is DOWN This Yearhttps://exposureninja.com/podcast/361/How To Create High-Converting Contenthttps://exposureninja.com/podcast/374/How To Dominate AI Search Results in 2026https://exposureninja.com/podcast/372/