INSIGHTS FROM EXPERTS ON LINKEDIN
Chris Kubby calls out internal politics as the silent growth killer inside big marketing teams. He describes ideas being judged by who said them instead of their impact, safe work beating bold moves, and endless approvals slowing everything to a crawl. While teams focus on internal power and budget battles, the market moves on and customers reward clarity and speed instead.
Liam Moroney shares what he’s learned from building AI brand tracking features and why most tools oversimplify reality. He breaks it down into three areas: the gap between brand mentions and actual brand searches, the messy mix of sources driving AI citations, and the fact that traditional Google search still represents the majority of demand. AI visibility is growing, but without context, the numbers can easily mislead.
Sarah Breathnach explains why waiting to invest in marketing until pipeline slows down creates unnecessary pressure. Founders often hesitate to hire, then expect immediate results even when sales cycles take months. Strong companies build their marketing engine ahead of demand, so growth isn’t dependent on last-minute fixes.
Adam Holmgren shares how he used Claude to build a 75+ page documentation site in under four hours by connecting it to Gmail and Google Drive. The AI analyzed 500+ support emails, pulled scattered internal docs, crawled the website, and helped him map out everything from feature guides to security pages and integrations. What surprised him most was that the final docs were better than what he would have written alone, because they were based on real customer questions, not assumptions.
Brice Maniranzi highlights a new LinkedIn Campaign Manager feature that lets advertisers benchmark campaign and ad set performance against industry data and their own historical results. The comparison runs on a 90-day window and includes metrics like CTR, dwell time, cost per result, and completion rate. Instead of relying only on previous-period comparisons or external benchmarks, marketers can now see this context directly inside the platform.
Kevin Hjorslev challenges the idea that LinkedIn ads are overpriced by reframing the conversation around cost per qualified or ICP impressions. While CPMs may look higher than other platforms, the audience quality and professional mindset often make the investment more efficient. For B2B especially, broad reach isn’t the goal, reaching the right people in the right context is.
Carolyn Dilks argues that B2B marketing measurement hasn’t improved because the issue isn’t data, it’s organizational change. Leaders still rely on last-touch attribution, even when it ignores brand, positioning, and the full buyer journey, and challenging that system can put marketers at risk. She encourages marketing leaders to own the real performance story, simplify reporting around revenue impact, and show steady progress instead of hiding behind dashboards.
WHAT'S NEW IN THE INDUSTRY
Some advertisers noticed that Google Ads’ low activity system bulk changes tool has been turning paused keywords back on, showing up in change logs as automated updates. That raised concerns about unexpected spend and automation overriding manual controls, especially in tightly managed accounts. Google later clarified that only keywords previously auto-paused by the system were re-enabled, not ones paused manually, and said improvements are in progress.
Meta is rolling out Manus AI inside Ads Manager, giving advertisers built-in tools to handle tasks like reporting, audience research, and campaign analysis. The AI assistant appears in the Tools menu and, for some users, as in-workflow prompts to encourage adoption. It’s part of Meta’s push to connect its AI investments more directly to ad performance and workflow efficiency.
Google Ads has introduced a new Results tab that shows the actual performance impact after advertisers apply bid and budget recommendations. One week after a change, Google compares results to an estimated baseline and reports incremental lift, such as extra conversions. The update gives advertisers more visibility into whether automated recommendations are truly driving results.
Microsoft Advertising has introduced a new three-part learning path focused on hands-on Performance Max training, covering fundamentals, campaign setup, and advanced optimization. The final course includes scenario-based exercises with built-in support and gives advertisers the chance to earn a verified badge through Credly. It’s designed to help marketers build practical skills they can use directly in live accounts, not just theory.
Google Ads now shows advertisers how landing page images might automatically be turned into creatives inside Performance Max campaigns. If opted in, Google can pull visuals directly from a website and use them across placements like Search, Display, and YouTube. The new preview adds transparency, helping brands spot potential issues and adjust assets before campaigns go live.
Google Ads is now surfacing Performance Max data in the Where ads showed report, letting advertisers see placements, networks, and impression details that were previously hidden. Marketers can finally track where ads are running across Search partners, Display, and other parts of Google’s network. The added visibility makes it easier to understand performance and adjust budgets based on real placement data.
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!
