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Niket Shah
I just analyzed YouTube's new performance data and DTC brands are missing 3x ROAS opportunities. YouTube's direct response capability is finally here. Demand Gen campaigns are driving real lower-funnel results. Agencies are reporting 3x ROAS on Shorts campaigns - performance that never used to happen on the platform. Google has substantially increased YouTube ad inventory, and the momentum is accelerating quarter over quarter. What's changed? YouTube evolved beyond awareness campaigns. Demand Gen is pulling incremental spend from brands, not cannibalizing other platforms. This means it's genuinely additive to performance, not just shifting budget around. Shorts is taking up greater share of spend from both Demand Gen and Performance Max campaigns, indicating Google is filling these impressions incrementally. The strategic reality is that while everyone fights over expensive conversion inventory on Meta and Google Search, YouTube is delivering direct response results at scale. The platform that used to be "awareness only" now competes directly with social platforms for performance dollars. If you're scaling past $10M and haven't seriously tested YouTube's direct response capabilities, you're potentially leaving efficiency gains on the table. The data shows this isn't just upper funnel anymore. The brands seeing strongest results have aggressive YouTube presence and are running video-only campaigns in Demand Gen. Want to understand how YouTube could fit into your performance strategy? We have capacity for two more comprehensive audits this fall. Book yours before Q4 planning season hits.
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Jonathan Saipe
🚀 After years of waiting, Google has finally provided the ability to import cost data from Facebook, Instagram and TikTok ads into Google Analytics. You'll now be able to import clicks, impressions and cost data from your campaigns and automatically merge the data into your GA4 reports. This means you'll be able to see a unified view of your paid search and paid social ad performance across channels, and calculate ROI and ROAS from a single view. This is a long time coming and significantly helps performance marketers make smarter business decisions using GA4. Imports can take up to 30 minutes to complete, and up to 24 hours for the data to be available. 💡 A note of caution: Meta or TikTok data imports will attempt to pull at least 24 months of historical data into your GA4 property. If you have existing cost data that would overlap, delete those earlier datasets before importing. #GA4 #MetaAds #TikTokAds
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HAYYAN QADRI
Paid media feasibility starts with knowing where it actually fits in your mix Marketing mix is old school - product, price, place, promotion. If you run paid, you only control promotion. Everything you do sits there. Paid media’s job is simple: create demand that all channels can capture. So when does it make sense to invest in paid? - Building a brand when nobody searches for you yet - Launching a new product - they know your brand, but not this offer - Opening a new location - When legacy channels (Google, Microsoft) are tapped out - Upsell or cross-sell existing customers - Staying visible in competitive markets - Filling a lead pipeline for long sales cycles - Driving short-term promos or events where organic is too slow - Targeting a specific audience segment - Running structured A/B tests on copy, creative, or targeting Paid isn’t just about clicks and impressions. It’s a lever for demand creation, brand building, and market defense. Most marketers misuse it. They expect it to do everything. It can’t. But in the right scenarios, it’s unbeatable. Want a second opinion on your paid strategy? Drop me a message.
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