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Remember when launching a campaign meant an afternoon lost to bulk spreadsheets? Meta and X want setting up ads to feel more like ordering takeaway.
Meta’s AI assistant is learning to run campaigns. Tests inside Ads Manager let you build campaigns through chat, change targeting and edit budgets in plain language. It even remembers your seasonality and past tests, so you don’t start from scratch each quarter.
Customer Lifecycle Strategy is now open to all advertisers. It recommends which existing customers to exclude from acquisition campaigns, so you stop paying to re-acquire people who already buy from you.
Static-to-video is available to everyone in Advantage+. Single images can now be turned into video creative automatically, no editing suite required.
In-chat checkout is coming to Messenger and Meta AI. Tests are rolling out with partners including Shopify, PayPal and Stripe, which means people may soon complete purchases without ever leaving the chat.
X Lift needs nothing but your URL. You hand it a link, it builds the ads and the targeting from it, and you pick the creative and set the budget. X says its active self-serve advertisers grew 50% year over year in Q3.
Reddit is testing in-market audiences for B2B. The test covers enterprise, business AI and cybersecurity targeting, and early testers saw nearly 7% better CPA than with other first-party targeting. Max campaigns now cover lead gen too, worth a look if your buyers lurk in Reddit threads.
Pinterest now lets brands boost creator Pins they never commissioned. Creators get an email and can decline, or opt out of brand promotions entirely. If you see organic praise from a creator, you can now put budget behind it.
The common thread: launching ads is getting dramatically simpler. Deciding what is worth paying to show is still on you.
Google is about to make your view-through numbers look better without changing a thing about performance.
The bar for a “view” drops to a single rendered impression. Demand Gen Display ads will count a view the moment an ad renders a single pixel, down from Active View’s stricter viewability standard. The switch rolls out automatically over the coming weeks. Mark the date before you compare periods, or your reports will lie to you.
The Overview page is joining in. It now adds video impressions to conversion paths, plus a new card that sorts your metrics into awareness, consideration and action. Video impressions only appear for eligible web conversions, not ones imported from GA4.
Search and PMax advertisers can now run Conversion Lift without a Google rep. You need at least 1,000 observed conversions and a $5,000 minimum campaign budget. It’s the cleanest way to check whether your ads actually caused the sales.
AI Max is easier to inspect. Three new columns show where Locations of interest, Optimized targeting and Brand inclusions are switched on. Text customisation now previews up to 10 sample headlines and descriptions before you opt in.
Retailers can now share audiences with brands. Campaigns using those commerce segments can only send traffic back to the retailer’s approved domain. The retailer stays in control of the landing page.
The theme across all of these: Google is showing you more data. Run a lift test before you trust the new numbers.
By the time a buyer books a demo, they’ve already picked their favourites. That’s one of the takeaways from Greg Willis’s LinkedIn marketing blog, which unpacked research covering 850+ B2B companies and 50,000+ closed deals.
Your CRM is the last to know. Buyers start researching roughly 124 days before they talk to a seller. Forms and lead scoring only kick in after preferences have formed, so a capture-only strategy reacts to decisions instead of shaping them. That’s four months of shortlisting happening without you.
More contacts, more wins. B2B purchases involve a whole buying committee. Forrester puts the average at 13 internal stakeholders. Reach 6 or more of them at a target account before a deal hits your CRM and win rates climb 17 percentage points. Engage 3 more once the deal is live and they climb another 16. Yet 76% of LinkedIn ad spend still targets director-level roles and above. Everyone chases the corner office, but the CFO, the IT lead and the end user all get a vote.
Headcount matters less than the mix. Six people from one department won’t cut it. Engaging end users, influencers and technical evaluators together lifted win rates by 22 points. Audit your targeting by role, not seniority. If every persona has “VP” in the title, you’ve found your gap.
Paid and organic work better together. Companies pairing LinkedIn Ads with organic activity see 2.4x higher win rates than paid-only campaigns. That tracks with how buyers behave: they see an ad, check your Company Page, read an exec’s post, then catch a retargeting ad days later.
The budget is already moving. LinkedIn Ads now hold 39.8% of B2B display budget share, up 8 points since 2024. LinkedIn-sourced deals close at a 34% higher average contract value, and ROAS hits 1.6x versus 1.18x on Google. Run these against your own attribution before you move the budget.
Online shopping hasn’t pushed physical stores out yet. Narvar asked US retail leaders which sales channels they expect to bring in the most holiday orders this year, and stores came out on top.
The surprise is social commerce edging out brands’ own websites. A few years ago, few retailers would have bet on TikTok Shop over their own store.
The takeaway: shoppers go wherever buying is easiest. Stores offer instant gratification, marketplaces offer fast shipping, and social shops let people buy without leaving the app. Use stores, marketplaces and social to win the first sale, then win the second one with packaging inserts, QR codes and email sign-ups.
Microsoft Copilot is putting up a sign-in wall. Edge users with unsigned profiles now have to sign in before they can open the browser’s AI assistant, and Microsoft says all Copilot users will need to log in going forward. Plan for fewer casual users but more identifiable ones when you size Copilot as a search channel.
ChatGPT answers are going interactive. GPT-6 now responds with interactive maps, forms, charts and calculators built inside the chat, rolling out to paid tiers first. With more than 1.2 billion weekly users, expect more tasks to finish without a click out, so judge your AI visibility by citations and mentions, not referral traffic.
Google’s AI Mode may show three website ads. According to an unconfirmed Search Engine Watch sighting, AI Mode is showing three website ads at the bottom of results instead of the usual two. If it sticks, a third slot lowers the bar for showing up below AI answers, so watch your search impression data for a lift.
Pennsylvania wants AI disclosed in ads. Lawmakers passed a bipartisan bill requiring advertisers to disclose AI use in consumer ads, joining a small group of states with similar rules. Start tracking which of your creatives use AI now, so you can label the ones that run in Pennsylvania.
Global ad spend should grow 11.9% this year. That’s 2.2 points above the December baseline, with 8.4% forecast for 2027 and 7.9% for 2028. Growth is uneven: the AI boom lifts some sectors more than others while many consumers stay cautious. Benchmark your budget against your own category.
YouTube’s Masthead opens to gambling advertisers. From 21 October, certified online gambling advertisers can buy the Masthead, previously limited to sports betting brands. Certification runs per jurisdiction, so check coverage before you book.
