INSIGHTS FROM EXPERTS ON LINKEDIN
Eric Siu ✓ explains how paid media is becoming more than just running ads. Using creator Clavicular as an example, he shows how spending on editors, AI tools, and content production can create enough output for algorithms to push content organically. He argues that future media buyers may focus just as much on scaling content volume as they do on buying ad placements.
Elena Jasper says many marketers are too focused on finding the “perfect” audience instead of maximizing reach. She explains that broader targeting can improve brand awareness, uncover new customers, and create more efficient costs, especially on mass channels like TV. Her point is that growth often comes from reaching more people, not narrowing the audience further.
Melissa Rosenthal shares data showing that text posts and carousels are outperforming video on LinkedIn. She explains that LinkedIn’s new AI-driven algorithm now prioritizes saves, dwell time, and deeper engagement instead of autoplay video views. She also points out that text-based expert content is far more likely to get picked up by AI search tools like ChatGPT and Perplexity.
Simo Ahava breaks down major updates coming to Google Tag Manager, including the option to turn GTM containers into Google Tags. The changes aim to simplify tagging, reduce extra script loads, centralize settings, and introduce new tools like a visual event builder. He also explains that nothing changes automatically, and users will still be able to preview, test, and roll back updates if needed.
Dale W. Harrison argues that MQLs are not “dead,” but the way companies qualify them has been flawed from the start. He says too many B2B teams confuse engagement signals and intent data with actual buying intent, leading to weak qualification models. His main point is that sales still need real human leads, but marketers need a smarter way to define what makes someone truly qualified.
WHAT'S NEW IN THE INDUSTRY
The article explains how consistent employee activity on LinkedIn can become a powerful growth driver for B2B brands. Instead of relying only on big campaigns, companies can grow through small, steady actions like posting, commenting, and sharing insights over time. It also highlights how AI systems increasingly reward consistent expertise and visibility, making employee advocacy more valuable than ever.
Microsoft Advertising now lets advertisers use all conversion metrics inside custom columns, giving teams more flexibility in how they measure performance. Marketers can build metrics around things like qualified leads, blended CPA, or custom ROAS instead of relying only on standard platform reporting. The update is especially useful for businesses managing more complex funnels and conversion goals.
Google officially introduced the site visits asset, an automated badge that shows how many visits a website gets directly inside Search and Performance Max ads. The feature is designed to build trust by displaying traffic milestones like 10K+, 100K+, or 1M+ visits without requiring extra setup from advertisers. It’s another step toward more automated ad assets that help improve credibility and performance at scale.
Google is testing Tag Manager controls directly inside the Google Ads interface, making it easier to manage tracking without switching tools. The update could simplify setup and troubleshooting, especially for smaller teams without developer support. It’s part of Google’s broader push to make measurement and tagging more accessible as accurate data becomes more important.
OpenAI is expanding ChatGPT ads with a self-serve Ads Manager, CPC bidding, and improved measurement tools. Advertisers can now manage campaigns directly, track conversions through pixels and APIs, and optimise for clicks instead of only impressions. The updates move ChatGPT ads closer to platforms like Google and Meta while opening access to more businesses beyond large brands.
Google rolled out new AI features across Search, Shopping, and Performance Max to help advertisers capture more demand with less manual work. Updates include journey-aware bidding, AI-driven query exploration, and demand-led budgeting that automatically adjusts spend based on real-time opportunities. The goal is to make campaigns more efficient while shifting advertisers away from constant manual optimisation.
Google is adding cross-channel conversion reporting to its Analytics Data API, giving developers access to paid and organic performance data through the API. This allows businesses to automate reporting and build more advanced analysis workflows instead of relying on manual reports. The feature is currently in alpha but signals a push toward more unified measurement.
Google introduced new tools focused on data integration, experimentation, and media mix modelling to help advertisers better understand performance. Updates include easier tagging and data connections, a new geo-testing tool called Meridian GeoX, and Meridian Studio for scaling MMM analysis. As automation takes over more campaign management, Google is positioning measurement as the key advantage for marketers.
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!
