INSIGHTS FROM EXPERTS ON LINKEDIN
Marc Walker explains that scammers are sending extremely convincing fake Google Ads access invites that can trick even experienced advertisers. His team was targeted with an email that looked real but redirected to a Google Sites login page, something Google never uses. He recommends double-checking URLs, sender details, and confirming invites inside your MCC before clicking anything.
Kirill Vdov shares that LinkedIn Ads now lets you switch between ad sets directly inside Audience Builder. It saves time, cuts extra clicks, and keeps the campaign view consistent, which is especially helpful when managing many campaigns. He says it’s a small update, but one that genuinely makes daily work smoother.
Keith Andes 
explains that PMMs are often treated like marketers who just produce assets, but the real job is upstream work like research, positioning, and validation. He argues that product marketing is about understanding the market so the rest of the business can make smarter decisions. In his view, PMMs are closer to market researchers than traditional marketers.
Kerry Cunningham says buyers still consume content just fine, but only when they’re actually in-market, which is why traffic might drop while pipeline stays steady. He explains that people outside the buying window are turning to LLMs instead of vendor websites, so the real issue isn’t channels but weak, self-centered content. Buyers want useful, experience-driven content that helps them get better at their own jobs, not brand bragging.
Justyna Ciecierska, MSc Ciecierska shares that reposting the same content two days apart brought fresh engagement from the same people because humans forget fast. She reminds creators that most “old” posts feel new to the audience and that there’s no need to constantly reinvent ideas. Build a system and recycle your best content with confidence.
Gaetano Nino DiNardi discovered that a client wasn’t appearing in ChatGPT results because their developers quietly blocked GPTBot in robots.txt. He admits he should have caught it sooner, but says it’s a good reminder to check technical settings before assuming it’s a content or authority issue. A tiny file can sabotage visibility fast.
Adam Holmgren explains that his best-performing LinkedIn ad wasn’t clever – it tapped into a familiar marketer frustration and paired it with strong branding and a curiosity-driven CTA. He says the mix of emotion, a distinctive visual, and a relatable moment made people stop scrolling. For him, great ads help people see themselves in the story rather than forcing action.
Rodrigo Pozo Graviz points to new McKinsey data confirming that brand building, done with stronger data foundations, is becoming the focus for 2026. He highlights three things marketers need to nail: understanding demand signals, tracking shifts in product interest, and using real search behavior to shape creative. He says this is a moment for brand builders to lead.
Pleurat Breznica noticed TikTok bidding on “Meta Ads” and “Google Ads,” and says it reflects how aggressively the platform is pushing into search and commerce. After spending time in Asia, he describes TikTok as a full ecosystem – search, marketplace, logistics, ads, and recommendations all in one. He believes that if TikTok Shop rolls out with the same force in Europe, it could reshape the entire market.
WHAT'S NEW IN THE INDUSTRY
The study shows that B2B buying cycles are getting shorter and buyers are reaching out to vendors earlier, mostly because AI features now require deeper validation and economic pressure is speeding up decisions. Even with these changes, buyers still decide on their preferred vendor before talking to sales, and that pre-contact favorite wins most of the time. Buyers remain firmly in control, entering conversations with clear preferences and plenty of past experience.
LinkedIn has rolled out a new Partnerships feature in Campaign Manager that lets advertisers discover and sponsor posts mentioning their brand — not just from employees, but also from 1st, 2nd, and 3rd+ degree connections in select markets. With permission from the creator, these posts can be turned into thought leader ads and added directly into ad sets. It gives brands a much bigger pool of credible content to promote and makes thought leader ads far easier to scale.
A brand is the perception people hold about a company, while branding is the work a company does to shape that perception through design, messaging, and experience. When businesses mix the two up, they either end up with pretty assets and no real identity or strong values without consistent communication. Aligning brand and branding builds clarity, trust, and long-term loyalty.
Google is rolling out a feature that lets advertisers upload video files straight into Performance Max without using a YouTube channel, making setup much easier. The catch is that these videos live in a Google-managed channel, which means no analytics, no remarketing, no thumbnails, and no long-term ownership. It’s handy in a pinch, but still a downgrade from uploading through a proper brand channel.
Google is updating its Personalized Ads policy on Dec. 12, giving some Display campaigns, specifically the ones previously restricted, access to Custom Segments. Advertisers are confused because most Display campaigns already use Custom Segments, raising questions about who actually benefits and whether this opens targeting for sensitive categories like health. For teams limited by policy rules, this could unlock more precise targeting, but everyone else won’t see changes.
A new Unbounce and Ascend2 survey finds that most SMB marketers optimize their landing pages every few weeks and mainly test visuals and page layouts. Many are already using AI for layout tips, copywriting, personalization, and chatbots. Their biggest hurdles are low traffic for testing, limited resources, slow load times, and keeping messaging consistent.
That’s the scoop for this week! If you found this valuable and any useful insights caught your eye, feel free to share them with your network.
Until next week!
