For many years, the ad set in Meta Ads was the operational center of targeting. It was where advertisers defined interests, behaviors, lookalike audiences, exclusions, and detailed audience segments. The goal was simple: identify the ideal customer profile and instruct the platform to find those people. Today, that logic is no longer enough. With the […]
The Meta Ad Set: How It Has Really Changed Read More »
I had the opportunity to attend Google’s AI Grow Forum 2026 right here in Dublin, where I live, and the agenda was packed with sessions. One in particular deserved a closer look: “Measurement in a Privacy-First Era.” In other words, how do you measure results and return on investment now that privacy rules are changing
In today’s marketing landscape, two expressions have become almost mandatory in every strategy meeting or agency pitch: growth driven and brand driven. They describe two complementary ways of approaching the same objective — growth — yet they differ deeply in tempo, focus, and philosophy. On one side, there’s the growth driven mindset: agile, fast, experimental,
Every day, millions of pieces of content are published across social media platforms. While many of them achieve impressive reach, generate engagement, and accumulate thousands of views, that attention does not always translate into inquiries, booked appointments, or sales. It may seem like a subtle distinction, but it separates those who use content purely as
Content That Generates Clients: Why Views Alone Aren’t Enough Read More »
In digital content creation, one of the most common mistakes is focusing exclusively on ideas while overlooking the structure used to communicate them. Many creators, professionals, and businesses spend considerable time deciding what topics to discuss, yet struggle to maintain consistency because they lack a repeatable framework to follow. This is where video formats become
Video Formats: 10 Proven Models That Actually Work on Social Media Read More »
For years, budget-limited campaigns have quietly given advertisers an unexpected advantage. You could set a Target CPA of €20 and the campaign would generate conversions at €11. You could set a Target ROAS of 3x and the account would deliver 5.8x. Nobody complained. The number entered in the “target” field remained there, untouched, for months.
Google Ads Target CPA and Target ROAS: What Changes on August 17, 2026 Read More »
