INSIGHTS FROM EXPERTS ON LINKEDIN
Jonathan Bland argues that marketers spend too much time changing messages when they should be reinforcing the same core idea repeatedly. He explains that brands grow by consistently linking themselves to key buying triggers or category entry points, while testing different creative angles around the same message. Jonathan believes that in an increasingly noisy market, consistency is what builds memory and trust.
Kris Wojcik shares the story of a marketer whose Google Ads account was permanently suspended after AI made hundreds of rapid campaign changes that looked suspicious to Google’s systems. He warns against blindly trusting AI to manage campaigns and stresses that constant tweaks can disrupt learning and make optimization harder. Kris argues that successful Google Ads management still comes down to solid account structure, patience, and making fewer, more deliberate changes.
Nona Grigoryan highlights Meta’s new feature that lets users book appointments directly after submitting a Facebook Lead Ad form. The update integrates with booking tools like Calendly and HighLevel, allowing leads to schedule appointments without leaving Facebook. Nona says this could be a game changer for service-based businesses by removing the delay between lead capture and booking, when interest is highest.
Brenden Delarua argues that building something of your own is mostly about showing up, especially when things are not working and quitting feels reasonable. He shares a moment when a competitor launched something his team had spent months building, highlighting how difficult it can be to tell the difference between perseverance and stubbornness in real time. Brenden believes that many successful founders simply kept going when stopping would have made perfect sense.
Julia Kinner argues that many brands obsess over customer acquisition costs without understanding where the real value in their category sits. She explains that some categories benefit from broad reach, while others grow by focusing heavily on high-value customers. Understanding how value is distributed in a market is essential before deciding on a growth strategy.
Charlie de Thibault shares a case study showing how shifting budget from bottom-funnel tactics to brand-building increased Share of Search by 15% and revenue by 60% over two years. He argues that changes in Share of Search often predict future sales and that investing in discoverability and brand can drive significant growth. Charlie also warns that marketers relying solely on last-touch attribution risk underinvesting in the brand activity that builds future market share.
Rafael Moiseev highlights research showing that Share of Search can predict changes in market share and revenue up to a year in advance. He argues that branded search is becoming even more valuable as AI Overviews reduce organic traffic for many informational queries. Rafael encourages marketers to regularly track Share of Search as an early indicator of future business performance.
Ivars Krutainis 
shares how he discovered that LinkedIn Message Ads were responsible for showing paid engagements despite reporting zero impressions. After investigating unusual engagement data, he found that Message Ads record sends and opens rather than traditional impressions and clicks. Ivars suggests marketers keep this in mind when auditing campaign performance and engaged company reports.
Philip Ilicshowcases a new feature that uses Claude and Kiin’s LinkedIn Ads connector to automatically identify ad fatigue with a single prompt. Instead of manually comparing engagement and CTR trends, marketers can quickly see which ads need attention and which are still performing well. Pilip also reveals that the team is developing additional tools to help advertisers identify wasted spend from non-ICP audiences.
WHAT'S NEW IN THE INDUSTRY
LinkedIn CMO Jessica Jensen says the platform’s video push is about much more than attracting Gen Z users. LinkedIn is combining video with verified identities to build trust at a time when AI-generated content is flooding the internet. The strategy positions trust and credible human presence as LinkedIn’s biggest advantage over other social platforms.
Workato’s first dedicated thought leadership leader, Alex Lamascus, is treating content as a business growth tool rather than a PR exercise. Instead of focusing on reach and downloads, Workato measures how thought leadership impacts pipeline, win rates, deal velocity, and sales outcomes. Lamascus argues that original perspectives and close alignment with sales teams are becoming increasingly important as AI makes content creation easier.
The IAB Tech Lab has proposed an update to its SupplyChain standard that would give advertisers greater visibility into every company that touches a programmatic bid request. The new framework would reveal not only who gets paid, but also which technologies and intermediaries handle inventory along the way. The move could reshape supply path optimization by helping advertisers better evaluate the value each participant brings to the transaction.
Google is changing how target-based bidding strategies behave when campaigns are limited by budget, with the update rolling out on August 17. Campaigns using Target CPA or ROAS will align more closely with their set goals, which means advertisers currently outperforming their targets could see performance shift unless they adjust their settings. Google is also launching a new Bid Target Adjustment Tool to help advertisers review and update targets before the changes take effect.
Google has updated its AI Max documentation, confirming that Dynamic Search Ads will automatically transition to AI Max starting in February 2027. The updated guidance also introduces expanded reporting capabilities and encourages advertisers to focus more on conversion goals and intent-based targeting rather than strict keyword matching. The changes offer advertisers a clearer roadmap for preparing for Google’s AI-driven future in Search.
Google is testing new “Strongest match” and “Strong match” labels on Search ads for a small group of users in the U.S. The labels are designed to highlight ads that Google believes are highly relevant to a user’s search, potentially influencing click behavior and visibility. If rolled out more broadly, advertisers with strong relevance and quality signals could benefit from higher engagement.
Google will stop allowing developers to create new Smart Campaigns through the Google Ads API starting August 3, although existing campaigns will continue running. The move is another sign that Google is shifting advertisers toward AI-driven campaign types like Performance Max, Search, and Demand Gen. Businesses and software providers that rely on automated campaign creation will need to update their workflows ahead of the deadline.
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!
