Getting Granular

PPC Origins - Chris Geracie

Episode Summary

In Episode 48 of Getting Granular, host Chris Cesar sits down with Senior Paid Media Manager Chris Gerasi to explore his journey from Dallas to Milwaukee, from career changes to paid media, and the lessons he's learned along the way. Chris shares how an unexpected internship during the height of COVID launched his PPC career, why collaboration and transparency are at the heart of successful client relationships, and how marketers can embrace AI without losing the human insight that drives great campaigns. He also leaves listeners with one memorable piece of advice from his first mentor: "Go listen to jazz."

Episode Notes

• Introduction (00:01): Host Chris Cesar welcomes listeners back to Getting Granular and introduces fellow Granular team member Chris Gerasi, joking about having yet another Chris on the team.
• Meet Chris Gerasi (01:47): Chris shares his background growing up in Dallas, Texas, why he chose to move to Milwaukee, and how his passions for music, home brewing, and building community made Wisconsin feel like home.
• Discovering Paid Media (07:54): After returning to school at 30, Chris graduates during the height of COVID and unexpectedly lands a paid media internship that changes the trajectory of his career. He explains why PPC's blend of strategy, analytics, and storytelling immediately clicked for him.
• Finding the Right Fit at Granular (11:24): Chris talks about moving to Milwaukee, literally walking past Granular's office before later applying for a position, and why the agency's culture and collaborative environment made it feel like the right place to grow.
• How Paid Media Has Evolved (14:06): Chris reflects on how PPC has shifted from highly manual campaign management and data analysis to AI-assisted workflows, while emphasizing that critical thinking and human insight remain essential.
• Building Strong Client Relationships (16:25): Collaboration, transparency, and clear communication are at the core of Chris's approach. He explains why aligning on goals early—and being honest when results fall short—builds long-term trust with clients.
• The Future of Audience-First Marketing (22:10): Chris shares his perspective on where paid media is headed, discussing AI, automation, creative personalization, and why understanding your audience will become even more important as platforms continue to evolve.
• Words of Wisdom: "Go Listen to Jazz" (27:57): Chris shares a lesson from his first mentor about continually learning from others, staying curious, and remaining open-minded regardless of experience level.
• Wrap-Up (30:25): Chris Cesar thanks Chris Gerasi for joining the podcast and encourages listeners to subscribe for more conversations about paid media, PPC, and digital marketing.