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Google’s new Meridian platform is already sparking conversations across the industry — and one comment in particular stood out: “On one hand this is exciting. On the other hand, small businesses still don’t understand what data-driven attribution is, how to use offline conversions to inform bidding, or even why Google Ads, GA4, Meta Ads, and Shopify all disagree on conversions and sales value…” Sound familiar? Marketing Mix Models (MMM) are a hot topic right now — but many marketers (especially in smaller businesses) still see them as overly complex, time-consuming, and only useful if you’ve got serious data science firepower. That’s exactly the barrier Google aims to smash with Meridian. With Google’s new platform, MMM is becoming far more accessible — helping advertisers of all sizes navigate the messy world of cross-platform data and make smarter decisions. In our latest article, we break down: ? What Google Meridian actually does ? How MMM works (without complex jargon) ? Why these models matter for every advertiser — not just big brands If you’re tired of conflicting data across Google Ads, GA4, Meta, and Shopify — you'll find this one particularly valuable ?? Get the full breakdown in the comments ??

A strategy that improves efficiency, agility, and can literally double revenue—too good to be true? To find out, we spoke to Lucy Smith, Head of Search at Incubeta, about all things demand-led bidding, tROAS, and tCPA. With over eight years of experience managing campaigns across paid search, paid social, and programmatic channels, Lucy has worked with clients across various industries to refine bidding strategies that adapt to real-time demand. During the session, we spoke about the key principles of demand-led bidding, who benefits the most (& the least) from the strategy, and Lucy recapped her real-world experience with the strategy—including one case where a demand-led approach over doubled revenue for a client ?? Episode 9 of the Paid Media Lab podcast is now live on YouTube, Spotify, or wherever you get your podcasts. We’ve also summarised the key takeaways from the episode in the latest Lunio blog ?? Links in the comments! ??

Lunio is proud to complete its ISO/IEC 27001 certification with the guidance of A-LIGN! This comprehensive, globally recognized attestation validates our commitment to critical security standards to protect and secure client data at the highest level. Find more information via the link in the comments! #ISO27001 #Compliance #Cybersecurity

Missed Tuesday's webinar on value-based bidding with Navah Hopkins? Watch the recording on-demand (or get the the written summary) in the description link! We spoke with Navah (and briefly Momo ??) about Optmyzr's four-point framework for implementing value-based bidding effectively. During the session, we covered: ? Sharing better data through online, offline, and micro conversions ? The tools to automate tracking and connection of lead data ??The importance of assigning clear conversion values ? Tips on choosing the right goal / conversion action ? Build rules for conversion values ??How to structure accounts for optimal performance ??The common pitfalls of value-based bidding, and how to avoid them ...and a whole lot more. As you'd expect from Navah, the session was incredibly useful and full of actionable takeaways for those looking to implement, or optimize, their value-based bidding strategies. Watch the full session or read the key takeaways via the link in the comments ??

Budgets, biddings strategies, optimizing keywords… It’s easy to get caught up in fine-tuning campaigns for optimal results. But none of that really matters if your landing page doesn’t effectively convert visitors. We spoke to Chris Nightingale (Marketing lead at Alleyoop, previously AO, and founder of Can-Do Marketing) about the key mistakes marketers make when it comes to landing pages. Chris provided fully up-to-date guidelines on creating landing pages that convert, and have the potential to turn visitors into long-time customers. Are your landing pages up to scratch? Are they holding you back, or could they be improved? Find out in episode 8 of the Paid Media Lab podcast—now live on YouTube, Spotify, or wherever you get your podcasts. (We’ve also summarised the key takeaways from the episode in the latest Lunio blog ??) Links in the comments! ??

"According to WARC forecasts, advertising spend topped $1tn for the first time in 2024" WARC have released their Future of Media 2025 report, and Lunio CEO Nick Morley has thoughts... The report takes an in-depth look at the rapid rise of automated campaign types (e.g, PMax) in recent years. With ad spend at an all-time high, an increasing share of budgets is being funneled into these automated campaigns. While automation reduces the workload for marketers and simplifies campaign management, excessive reliance on it comes with several key challenges that marketers must consider: ? Diminished strategic control ? Lack of visibility ??Potential budget waste ? Performance volatility Automated systems having increasing control over exactly where your ads are placed presents another challenge: brand safety. With platforms like Meta taking a more relaxed approach to content moderation, is now the time to be taking a more hands-off approach with ad campaigns? Nick shared insights on staying vigilant and maximizing ad efficiency as automated campaign types become more prevalent in his article for WARC. Read more via the link in the comments. ??

Today's the day - At 3pm GMT (10am EST), we'll be kicking off our value-based bidding webinar with Navah Hopkins! Save your seat via the link in the comments, and expect to learn: ? Whether value-based bidding is right for your business ? Optmyzr’s 4-point framework for successfully implementing value-based bidding ? The best tools to automate measurement and connection of your value data ? How to test and evaluate value-based bidding the smart way ? How to overcome challenges and improve traffic quality ? The best practices for ongoing optimization of value-based campaigns ...and a whole lot more. As with any session featuring Navah, this will be an absolute goldmine for key tips and actionable strategies to enhance your value-based bidding / paid media efforts. Oh, and make sure to bring your burning questions - Navah will be hosting a live audience Q&A at the end! ?? Can't make it live? Register anyway and we'll send you the full recording afterwards. Link in the comments! ??

“Just because you’re supposed to use DSA to target and find new and interesting ways for people to come to you, doesn’t mean you can’t take a look at what your competitors are doing” On the Paid Media Lab podcast this week, we spoke to PPC specialist Navah Hopkins about all things Dynamic Search Ads, how to make the most out of them, and their hidden potential as one of the best competitor research tools available. You likely already know Navah—whether from speaking at key industry events, sharing her insightful takes on LinkedIn, or reading her in-depth PPC articles on Search Engine Land / Optmyzr It was an absolute pleasure to chat with Navah about her strategy for using DSAs to gain a competitive edge and go in-depth on their potential. DSAs can help you:? ? Understand competitor priorities: DSAs can reveal the search categories Google associates with a competitor’s domain, providing insight into their strategy ? Spot untapped opportunities: Identify areas where competitors are underperforming, so you can capitalize with better targeting and content. ? Save costs: Unlike some competitor research tools that cost thousands, you don’t need to spend a penny to access these insights. Using DSAs this way can enhance your understanding of competitor strengths and weaknesses, helping you refine your own campaigns and stay ahead in competitive markets. ?? Watch the full episode on YouTube or listen wherever you get your podcasts – you’ll find links in the comments below ?? (P.s, we’ll be talking to Navah about all things value-based bidding in our live webinar TOMORROW (Thursday 20th) at 3pm UK time—sign up in the comments!)

On Thursday, February 20th @ 3pm GMT, join us live for a free webinar on value-based bidding with paid media expert, Brand Evangelist at Optmyzr, and top 25 most influential voice in PPC—Navah Hopkins. Traditional bidding strategies are great for driving conversion volume, but they often miss the bigger picture—profitability. That’s where value-based bidding comes in. According to Google, lead gen advertisers who adopt value-based bidding see an average 14% boost in conversion value—without compromising ROAS. But how do you make it work for your business? We'll be talking to Navah about the key strategies, tools, and frameworks you need to implement value-based bidding successfully, and maximize profitability. We’ll cover everything you need to know about implementing value-based bidding: ? Deciding if value-based bidding is right for your business ? Optmyzr’s 4-point framework for successfully implementing value-based bidding ? Tools to automate measurement and connection of your value data ? Testing and evaluating value-based bidding the smart way ? Overcoming challenges and improving traffic quality ? Best practices for ongoing optimization of value-based campaigns ...And a whole lot more! Navah will also be answering audience questions at the end of the session, making this your chance to learn actionable strategies and get your questions answered by one of the best in the business ?? Can’t make it live? No worries—register anyway and we'll send you the recording afterwards. Link below! ??

?? “This is where a lot of people go wrong in terms of setting their targets. They try to set a target based on what they want the machine learning to achieve, rather than what it is able to achieve.” On the Paid Media Lab podcast this week, we spoke to Scott Carruthers about conversion values and their power to transform lead gen campaigns, and why optimizing for value always beats optimizing for conversions. You likely already know Scott-–he’s a widely respected voice in the paid media industry, known for sharing valuable tips, scripts, and PPC insights for his 10k+ LinkedIn followers. Scott is also Head of PPC at Journey Further, spending well over a decade crafting and executing award-winning search marketing campaigns for leading brands around the world. With overall conversion value proving increasingly important for performance marketers due to tightening budgets and greater expectations, we spoke to Scott about his take on a more value-driven approach to campaigns. He ran us through his methodology on lead volume vs. lead quality, his step-by-step guide on switching to a more value-based approach, what to consider when choosing the right optimization points to aim for, and a whole lot more. ?? Watch the full episode on YouTube or listen wherever you get your podcasts – find the links in the comments below ??