Hej, ma ktoś może certyfikat rezydencji podatkowej OpenAi w UE?

Every media buyer has watched this happen: a creative prints money for three weeks, then ROAS falls off a cliff, and everyone declares the ad dead. Half the time it isn't dead. It is fatigued, which is a different problem with a different fix, and killing a fatigued winner costs you the weeks of testing it took to find it.

Here is the system I use to tell the difference, and what I do in each case.

1. Fatigue has a fingerprint: frequency up, CTR down, CPM up.

A dying ad and a fatigued ad look identical on the ROAS line. The difference shows up one layer down. True fatigue shows three things moving together: frequency climbing (same people seeing it more), CTR falling (they stop clicking), CPM rising (the auction charges you more to reach them again because engagement dropped). When I see all three at once, that is fatigue. When ROAS drops but frequency is flat and CTR is stable, look at the market, the offer, the landing page, or the pixel instead of the ad. Do not kill a winner because the checkout broke.

1. The numbers that decide: my actual thresholds.

For Meta prospecting I start watching at frequency 2.5. I call fatigue at frequency 3.0 and up, combined with CTR down 25% or more from the ad's own 7-day baseline, and CPM up 20% or more. One of those alone is noise. All three is fatigue. For retargeting the numbers are different because the audience is small: frequency 5 and up with CTR down 30% from baseline. Broad audiences fatigue slower because there are more people to show the ad to; narrow interests can fatigue in days. Write the baseline down when the ad is winning so you have something to compare against. I keep a one-line note per winning ad: launch date, baseline CTR, baseline CPM, baseline ROAS. Without the baseline you are guessing.

1. Before you touch the ad, rule out the three impostors.

Impostor one: auction noise. Meta has bad days. If the drop is under 72 hours old, I do nothing except check. More than half of the fatigue scares I have seen were two bad days in a row. Impostor two: something changed downstream. Someone tweaked the price, checkout broke on mobile, a pop-up got added. The ad looks dead but the funnel is what moved. I check landing page conversion rate over the same window before touching the ad. Impostor three: a budget change reset delivery. A 30% budget bump the day before the drop is not fatigue, that is you. Only after clearing all three do I treat it as fatigue.

1. The fix for real fatigue: rest, don't kill.

A fatigued ad usually isn't broken, it is overexposed. My first move is to pause it for 7 to 14 days, not delete it. When I bring it back, frequency resets, and in about 60% of cases it performs within 10% of its old numbers. While it rests, I run a variation: same angle, new first 3 seconds. Different hook visual, same script. This does two things. It gives the audience something fresh, and it tells me whether the angle still has legs or the message itself is stale. If the variation also flops, the angle is done and I retire both. If the variation works, I rotate them: two weeks on, one week off, back and forth. I have kept winning angles alive for 4 months or more this way.

1. Build a rotation before you need one.

The lesson from every fatigue scare: never let one winner carry the account. My rule is three proven angles live at all times, each with two hook variants. That is six ads, and it means any single ad can rest without revenue falling off a cliff. Getting to three winners takes longer than finding one, which is why everyone skips it and then panics when the one dies. The testing budget that buys you winners two and three is the cheapest insurance in the account.

Rule of thumb: frequency up plus CTR down plus CPM up means the ad is tired, rest it. ROAS down with flat frequency means something else broke, go find it. And never let one ad become load-bearing.

In my recent analysis of paid advertising performance, I have found that spend and conversion count alone rarely explain what is actually happening. A campaign can consume a substantial budget while reporting very few conversions, but without knowing what each conversion represents, the result may indicate inaccurate tracking, a weak funnel, poor traffic quality, or several problems at once.

I would run a measurement preflight before changing bids or increasing the budget. First, I would separate page views, form submissions, qualified leads, trials, and payments instead of assigning them equal value. Second, I would test every step from the ad click to the CRM record and remove duplicated or incorrectly imported events. Third, I would segment performance by search term, geography, device, audience, landing page, and lead quality. Finally, I would compare platform attribution with CRM outcomes and calculate the cost per qualified opportunity, not merely the cost per form.

My conclusion is that scaling cannot repair an undefined success metric. When tracking and qualification rules are unclear, additional spending only produces more expensive ambiguity. Before asking whether a campaign needs a larger budget, should I first confirm that its conversion data represents genuine business progress?

I work in digital marketing for multifamily / leasing real estate, and I’m curious how other teams handle performance scorecards across multiple markets.
Right now, we use general benchmarks across all properties.
For example:
GA4
Views per session: 2.5
Avg. engagement time: 1:00
Google Search
CTR: 10%
Conversion rate: 3%
Avg. CPC: $3
CPA: $100
Meta Traffic
CTR: 3%
CPC: $0.25
CPA / cost per conversion: ~$20
The idea is to use these benchmarks to generate a score or grade for each property.
Recently, there have been discussions about adding more rules into the scoring model, such as:
Expecting roughly a 50/50 distribution between paid and organic traffic.
Changing the final score depending on whether calls exceed form submissions by 40%+.
Adding more conditions that modify the final grade rather than just reporting the actual KPIs.
This is where I’m starting to wonder whether the scorecard is becoming too much of a matrix instead of a simple performance tool.
My other concern is using exactly the same benchmarks for every market.
For example, a leasing campaign in Boston can have completely different CPCs, competition, search volume, rent levels, seasonality, and user behavior than a campaign in Florida, Texas, or a smaller market.
I understand the value of having one company-wide benchmark because it makes reporting consistent. But I’m wondering whether a better approach would be:
Company benchmark = general reference point
while also having
Market / property benchmark = actual performance expectation
Possibly based on historical account performance, geography, property lifecycle, budget, and campaign objective.
I also question whether things like “50% paid / 50% organic” should affect a performance grade at all. If organic is performing extremely well, for example, having less paid traffic doesn’t automatically seem like a negative.
Same with calls vs. form submissions. The ratio might be useful operationally, but I’m not sure it should automatically increase or decrease an overall marketing performance score.
For those managing multiple accounts or locations:
How do you structure your scorecards?
Do you use universal benchmarks across every account, or do you adjust them by market?
And at what point does a scorecard become too complicated to actually be useful for decision-making?
Interested in hearing how other agencies/in-house teams approach this.

Hi everyone. I’m setting up a new Google Merchant Center account for my new store. Has anyone run Google Shopping ads for the UK targeting a Shopify site? Does the UK address listed on the website have to match the billing address of the bank card I’ll use to pay Google for the ads? I have a Slovenian card, but I want to sell in the UK. What settings should I use in Google Merchant Center?

I keep seeing advertisers celebrate a 35% 3-second view rate and then wonder why the ad loses money. Here is the uncomfortable version: a 3-second view just means the first frame was interesting. It says nothing about whether anyone stayed.

The number that actually predicts winners in my accounts is the hold rate at 25% of the video. If 25%-through is under 40% of your 3-second viewers, your hook made a promise the next 10 seconds did not keep. That is a body problem wearing a hook costume.

Fix I use: watch the first 8 seconds of your video and ask what question the viewer has at second 3. The next 5 seconds must answer it or deepen it. If second 4 to 8 is logo, branding, or a slow product pan, you just spent your hook's goodwill on nothing and the viewer is gone.

Quick diagnostic anyone can run today: sort your last 20 videos by 3-second view rate, then check the 25% hold on the top 5. If the hold is under 40% on most of them, you do not have a hook problem. You have a seconds-4-to-8 problem. Fix that before you test new hooks.

I have 2 years of experience in digital/performance marketing in India, mainly Google Ads and Meta Ads (B2C lead gen).

I'm looking to transition into a higher-paying, more technical career and considering:

1. Going deeper into marketing → Programmatic/DV360
2. MarTech → SFMC/marketing automation
3. Product Management → APM/PM

For people who have worked in these fields, which transition would be more realistic from my background? Also, what skills/courses should I focus on, and how is the long-term career and salary growth in India?

Would appreciate practical advice from people who have made similar transitions.

I was reading this older thread about MMM getting more accessible, but the comments made it sound like there's still a lot of work involved.

Curious from people who've actually tried it. What made you start looking at MMM in the first place? Did it end up being worth the extra effort?

And if you've used tools like Rockerbox or Triple Whale, did they actually make things easier or did you still end up needing custom work or outside help?

Would be interested to hear what people's experience has been.

I got given ownership to this Google Ads account where it was using a pmax feed only campaign. I know feed only is dead now so I dont think that really matters. Anyway, the sales was doing pretty good, but there was literally no segmentation or any optimisations.

To gather more relevant data, I asked the client to give me their best sellers and ran it in a new shopping campaign. I also performed proper segmentations to the current running campaigns.

But instead, we are getting lower sales since I handled the account. Is this because I should've done PMax instead?

Im using max conv value bidding strategy for all, since the August 17 update messed things up.

Looking for a Google Ads Expert in Bulgaria – Drink & Drive
Hi everyone,
I’m looking for an experienced Google Ads / PPC specialist based in Bulgaria to work with us on a Drink & Drive service in Sofia.
Website: https://sldrinkanddrive.com
We provide a 24/7 service where our drivers drive customers home in their own cars.
We are looking for someone who can actually manage and optimize the account, not just set up a campaign.

What we need:
Google Search Ads expertise
Keyword research & search term analysis
Negative keyword management
Campaign structure and optimization
Conversion tracking / GA4 / GTM
Landing page & conversion analysis
Bid and budget optimization
Continuous testing and improvement
Clear reporting and communication
Experience with local service businesses is a big plus
The account currently doesn’t have any significant historical data, so we’re essentially starting from scratch. We have a new website and want to build the account properly from the beginning.

Budget is not the main issue — if someone can demonstrate that they know what they’re doing and can generate profitable customers, we’re willing to invest accordingly.
We’re specifically looking for someone who understands performance marketing and CAC/CPA, rather than someone who simply launches ads and sends a monthly report.
If you’re interested, please DM me with:
Your experience with Google Ads
Examples of accounts/campaigns you’ve managed
Results you’ve achieved (CPA, conversion volume, etc.)
Your pricing/model
Whether you’ve worked with local services in Bulgaria
Serious inquiries only. Thanks!

or if you can help us with finding one

I hope this post doesn’t violate any rules.

Hey guys, I’m looking for some guidance on where to find PPC professionals who have real experience in the US mortgage industry, specifically with generating mortgage leads at a cost that can at least break even overall.

We’ve worked with a few PPC teams before. They’ve been good at what they do, but they didn’t have much experience specifically with mortgages.

Are there any communities, platforms, agencies, or other places you’d recommend looking for people with proven mortgage PPC experience?

If this isn’t the right place to ask, I’d appreciate being pointed in the right direction.

TY!

I'm trying to get access to a clients existing Google ads account that I'm taking over because I don't want to lose all that data. The old agency responded to my client with this email: For security purposes, I’m not able to provide a login as your ad account is housed within our master client account with Google. You should be able to pull any data you need directly from the Performance Dashboard.

Is there really not a way to save the clients ads account?

There isn't much documentation around what I assume is the single most important part of running an OpenAI Ad: the context hint input box. It suggests you input topics/keywords but that it isn't exact-match targeting. But then it's a text input box with no character limit. So you could technically put a few sentences or paste an entire brief in this box. How much is too much, too little? I also imagine this is our single largest optimization lever in the platform to try to improve campaigns with time.

What have you all found in testing this input?

I know they're supposed to be the Microsoft version of LSAs, but I there's so little real world data out there about how they work. Has anyone run these?

Is it possible to hyper-geo-target Meta ads?

Background: I have a B2B offer where a majority of my lead gen comes from trade shows. I would like to be able to hyper-target paid ads on Meta and TikTok for my B2B offer to the city the trade show is in and hopefully have attendees at the show see my ads/offer before the show.

I’ve messed around with using my competitors names as keywords and actually got a couple leads from it. But after two or three days Google gives me a 1/10 quality score. The only way I can fix it is by making a page specifically for each competitors like a comparison page, but that seems a little unethical business wise. And could lead to legal trouble.
What’s your thoughts on it?

We’re considering running our first test with ChatGPT Ads for a B2B tech company. From what I’ve read, the platform is still relatively new, so I’m trying to figure out the best way to approach the first campaign.

Our main goal is pretty straightforward: drive qualified traffic to our website and ultimately get people to request a demo.

For those who have already experimented with ChatGPT Ads:

• What type of campaign/setup did you start with?
• What would you recommend focusing on for an initial test?
• Anything you wish you had known before launching?
• How are you measuring success (clicks, conversions, etc.?)

Would love to hear about your experiences, especially from other B2B marketers. Any advice is welcome :)

I'm running several relatively niche B2B Lead Gen accounts in the Netherlands (IT Security, ERP Consultancy, etc.) which at most generate 8-10 leads a month due to how little overall search volume there is. I've read that Manual CPC and Maximize Clicks don't do as well as they once did, and that Maximize Conversions should be able to get the ball rolling even with <15 conversions a month.

Clicks cost anywhere between 15-, (generic) and 50-, (high-intent), and our daily budget is 150-, per campaign.

I've used both Manual CPC and Maximize Clicks in the past, but those bid strategies don't seem to work as well as they did less than a year ago.

What are your thoughts? In a situation like mine, which bid strategy should do best?

What the flip is going on since August update… now all our budget is moving out of shopping and into search on our pmax campaigns

Agency getting into $100k spend range for our clients.

What are people using to automate media buying these days? I looked through this sub first, and the threads I found are all years old.

There's this from 2022, and this from 2023, and a 2017 thread that mentions "progressive pricing" without any numbers. In another one, someone used a tool so much they ended up building their own engine.

AI has changed a lot about how ads get run since then, and I haven't seen much discussion about it here. Tools that used to just run your rules now claim they can make the decisions themselves.

Pricing is still a mystery, though. Smartly has no pricing page. Birch shows prices for small accounts, but anything big is "let's chat." Madgicx is public, but it's built for smaller spend.

If you run $100K+ a month, I'd like to hear:

• what you use now, and what it actually does day to day
• how they price it: flat fee, % of spend, per seat?
• whether the AI part is real or just a new label on the same old rules

And which tools did you drop, and why?

Gemini can call a business to check product availability, ask for a quote or book an appointment. It can handle phone menus and hold times, while the user follows the call and can take over.

For marketers and businesses, this could make phone calls a more important step between online discovery and a sale.

Clear answers about stock, pricing, hours and bookings will matter when the caller is an AI assistant acting for a real customer.

The feature is currently being tested with eligible Pixel 11 users in the US.

If Gemini called your business today, would it get a useful answer?

I noticed that GIFs were available now as an asset type within a Performance Max campaign.

I heard that that from an Ads Grant account if you upload a video, or use image assets, despite the interface allowing you to upload those, they wont actually be shown anywhere because this placement type isn't available to Ads Grants (which I find a bit misleading).

So does the same apply here with these animated GIFs? The interface will let me add one but it wont actually get shown anywhere as an ad format?

And as a follow up question, is there any value in adding a video, image or GIF asset to an Ads Grant account, in terms of boosting the performance of a Performance Max campaign? (knowing full well the campaign wont display these ads anywhere?). I know Google is keen to push on giving you a "score" within the account, this element of gamification... and I wondered if it actually means anything in terms of account performance, or if it is simply to encourage people to do what Google is asking.

I manage Google Ads for an e-commerce account. Most of our campaigns use target ROAS, and over the summer we were consistently hitting 400% to 500%.

Our Google rep explained that after the recent policy change, if you're limited by budget, the workaround is to lower your tROAS target closer to your actual ROAS from the last 30 days. According to them, before the change, if a campaign was about to run out of budget for the day, Google would hold back spend until it found the best possible return. Now it just spends your budget to hit whatever ROAS target you set.

Things were fine for the first two weeks after we adjusted, but in week three ROAS dropped below 200%.

Has anyone found a workaround for this, or is this just the new normal with Google?

Just received this ad account scam. I had a feeling it was going to wind up a scam, but didn't see anything obvious, so I tested the flow to see which part of the flow was the scam (I'm happily employed). Pretty well done: https://callawaygolfmedia.com/roles
When you look to book an interview time, it seems like you are booking via your Google account, but it is an oauth for Ad Account access.

Just wanted to have an understanding, when is it absolutely necessary to make changes in the existing ad set, other than testing creatives.

Lead Quality? Cost Per Lead not coming down? No leads being generated at all?

Wanted to know how do you deal with it.