I've been a soldier, a Mormon missionary, and an engineer. I've owned a sound hire service, a plant nursery, and student housing. But since 2007, I've focused on Google Ads. I plan to continue doing some version of this work for as long as I can add value to my clients. I am concerned about the long-term viability of Google Ads, especially for smaller businesses. Google seems determined to capture as much of the profit from their ads as possible. Somewhere at Google HQ, an MBA has figured out that advertisers only need to make just enough money to stay. This means the cost of generating leads from Google Ads will keep rising.