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As we look back at an inspiring few days at Google Think in Dublin, one presentation stood out above the rest. It resonated so deeply that, as it ended, the room fell silent—everyone still processing its message😐

➤Where Brands Go to Die: The Silent Collapse of Modern Brands 〽

It begins with a familiar story: a brand launches a new product or campaign, sees early success, and starts investing heavily in digital advertising to accelerate growth. The numbers look great at first. Conversions rise. Cost per click falls. Everyone celebrates 🎉

Then it all goes sideways. Many brands today—whether legacy giants or trending startups—are falling into a predictable, self-defeating pattern.

As brands get better at digital advertising, they often start over-relying on it.
Paid performance marketing becomes the core growth engine. In the rush to optimise for immediate results, long-term brand building gets sidelined. Investment in upper-funnel marketing—things like storytelling, awareness, and cultural relevance—gets cut or neglected altogether ❌

The problem? Without creating new demand, a brand ends up fishing in the same shrinking pond. They target the same people more often, squeezing existing demand rather than expanding it. As competition increases and platform efficiency declines, acquisition costs rise—fast 🤯

Soon, the return on ad spend plummets. Growth slows. Margins disappear. And the brand finds itself boxed in: it can’t grow without spending more, but spending more no longer works.
Whether you sell soda, shoes or software, the dynamic is the same: brands that fail to invest in *top-of-funnel marketing* eventually run out of room to grow.

👉The lesson? Brands can’t performance-market their way to infinity ∞

Without long-term demand creation, even the smartest growth tactics become a slow-motion spiral into the ‘Valley of Death’ ☠️

Are you looking to strengthen your mid- to top-funnel campaigns? @adbirds.global.official is here to help.

#topoffunnelmarketing #brandawareness #digitalmarketingservices

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In the first quarter of 2025, Google Ads has introduced a wave of changes.

📍 Here are 7 updates that stand out:

1️⃣ RSA headlines can now be used as sitelinks – Google can automatically pull unused RSA headlines into sitelinks, though pinned headlines are exempt (even when not used in the ad).

2️⃣ PMax is finally getting channel performance reports – Soon, we’ll be able to see how different placements within PMax perform. A long-overdue move towards transparency.

3️⃣ 100-keyword limit for PMax negatives is being increased to 10,000, in line with search campaigns.

4️⃣ AI Overviews is getting its own tab – Instead of appearing occasionally in search results, AI-generated answers will have a dedicated “AI Mode” tab in Google Search. US first... Expect it worldwide soon.

5️⃣ Conversion Lift will be available to all advertisers by year-end – Google’s incrementality testing tool is expanding, helping answer the hardest questions about marketing cause -> bottom line effect.

6️⃣ Demand Gen Channel picker – A significant improvement - we can now choose on which subchannels our Demand Gen campaigns run (now for PMax please!)

7️⃣ Google Ads’ native AI image generation is improving – with Imagen 3, it can now generate images of people, and has seen a major jump in quality.

📝Phili Taylor

#googleadstips #seaupdates #improvedigitalperformance

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In the first quarter of 2025, Google Ads has introduced a wave of changes.

📍 Here are 7 updates that stand out:

1️⃣ RSA headlines can now be used as sitelinks – Google can automatically pull unused RSA headlines into sitelinks, though pinned headlines are exempt (even when not used in the ad).

2️⃣ PMax is finally getting channel performance reports – Soon, we’ll be able to see how different placements within PMax perform. A long-overdue move towards transparency.

3️⃣ 100-keyword limit for PMax negatives is being increased to 10,000, in line with search campaigns.

4️⃣ AI Overviews is getting its own tab – Instead of appearing occasionally in search results, AI-generated answers will have a dedicated “AI Mode” tab in Google Search. US first... Expect it worldwide soon.

5️⃣ Conversion Lift will be available to all advertisers by year-end – Google’s incrementality testing tool is expanding, helping answer the hardest questions about marketing cause -> bottom line effect.

6️⃣ Demand Gen Channel picker – A significant improvement - we can now choose on which subchannels our Demand Gen campaigns run (now for PMax please!)

7️⃣ Google Ads’ native AI image generation is improving – with Imagen 3, it can now generate images of people, and has seen a major jump in quality.

📝Phili Taylor

#googleadstips #seaupdates #improvedigitalperformance

🚀 Think Measurement Event by Google

Google’s Think Measurement event just wrapped up in Dublin, bringing together top minds in marketing measurement. We were excited to take part in such an insightful event! 🙌

🔹 Marketing in 2025: Proving long-term impact is more important than ever. With budget scrutiny rising & consumer behavior shifting, measuring effectiveness is key.
🔹 Data = Growth: Your marketing success starts with strong data foundations. AI thrives on quality data!
🔹 Modern Measurement: Consumer journeys aren’t linear. Use tools like MMM, attribution & incrementality to track real impact across multiple touchpoints.
🔹 From Insights to Impact: Connect your marketing efforts to business growth. Data-driven decisions help you prove ROI, influence leadership, and drive success. 💡📈

✨ We especially liked the discussion on Brand Equity & Pricing Power—strong brands can command up to 2x higher prices than weaker competitors, proving the vital role of marketing in profitability with the `Effectiveness Equation`.

Full article here: thinkwithgoogle.com

#ThinkMeasurement #MarketingEffectiveness #DataDriven #MarketingROI

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AdBirds Proud to Be a Meta Partner 💙

We’re excited to share that our agency has been a recognized Meta Partner for multiple years in a row! 🔥

What does this mean our clients? As a long-standing Meta Partner, we offer:
✅ Exclusive Industry Insights – Stay ahead with cutting-edge strategies.
✅ Early Access to New Features – Gain a competitive edge before others.
✅ Proven Performance & Expertise – Years of success optimizing results.
✅ Priority Support from Meta – Faster solutions and better outcomes.

#MetaPartner #DigitalSuccess #MarketingExcellence

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AdBirds Proud to Be a Meta Partner 💙

We’re excited to share that our agency has been a recognized Meta Partner for multiple years in a row! 🔥

What does this mean our clients? As a long-standing Meta Partner, we offer:
✅ Exclusive Industry Insights – Stay ahead with cutting-edge strategies.
✅ Early Access to New Features – Gain a competitive edge before others.
✅ Proven Performance & Expertise – Years of success optimizing results.
✅ Priority Support from Meta – Faster solutions and better outcomes.

#MetaPartner #DigitalSuccess #MarketingExcellence

@adbirds.global.official is proud to be re-elected Google Premier Partner🎉.

We value our partnership with Google greatly and are committed to delivering the best results for our clients. Only a select few agencies are awarded this prestigious status, demonstrating our unique skills and performance🏅

The #googlepremierpartner status allows us to access exclusive resources, insights, and support, ensuring that our clients can grow, reach their goals, and achieve even greater success🔥

#googlepremierpartner #topdigitalmarketingagencies #globaldigitalmarketing

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@adbirds.global.official is proud to be re-elected Google Premier Partner🎉.

We value our partnership with Google greatly and are committed to delivering the best results for our clients. Only a select few agencies are awarded this prestigious status, demonstrating our unique skills and performance🏅

The #googlepremierpartner status allows us to access exclusive resources, insights, and support, ensuring that our clients can grow, reach their goals, and achieve even greater success🔥

#googlepremierpartner #topdigitalmarketingagencies #globaldigitalmarketing

#5 Overlooked Features in Google Ads That Can Boost Performance

Many Google Ads features go underutilised but can significantly improve your campaign results📈

🔎Here are five overlooked features worth exploring:

1. Search Term Match Type
Google Ads often defaults to broad match keywords, but Search Term Match Type gives you more control. By segmenting your campaigns by match type (exact, phrase, broad), you can better understand performance variations and uncover hidden opportunities.

2. Seasonality Bid Adjustments
Use Seasonality Bid Adjustments when you anticipate significant changes in conversion rates due to holidays or events. This allows you to increase or decrease bids to better align with expected performance, ensuring optimal results during peak times.

3. Location Exclusions
Identifying underperforming regions is crucial. By using the Matched Locations report, you can exclude low-performing locations to prevent wasted spend. This helps focus resources on high-converting areas and improves overall ROI.

4. Conversions by Conversion Time
Google Ads typically tracks conversions based on when users click your ad, but Conversions by Conversion Time allows you to track conversions based on when they actually occur. This is particularly useful for businesses with longer sales cycles, offering a clearer picture of your recent activities.

5. Date-Based Custom Columns
Create Date-Based Custom Columns to view specific metrics, such as "Yesterday’s Cost" or "Day of the Week" performance. This provides you with more flexibility and allows you to spot trends, optimise in real-time, and adjust your strategies accordingly.

👉Why It Matters
These features give you deeper insights and greater control over your Google Ads campaigns. If you’re not using them yet, you’re missing out on significant opportunities to refine your strategy and boost performance🔥

Read full article on our @linkedin page!

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#5 Overlooked Features in Google Ads That Can Boost Performance

Many Google Ads features go underutilised but can significantly improve your campaign results📈

🔎Here are five overlooked features worth exploring:

1. Search Term Match Type
Google Ads often defaults to broad match keywords, but Search Term Match Type gives you more control. By segmenting your campaigns by match type (exact, phrase, broad), you can better understand performance variations and uncover hidden opportunities.

2. Seasonality Bid Adjustments
Use Seasonality Bid Adjustments when you anticipate significant changes in conversion rates due to holidays or events. This allows you to increase or decrease bids to better align with expected performance, ensuring optimal results during peak times.

3. Location Exclusions
Identifying underperforming regions is crucial. By using the Matched Locations report, you can exclude low-performing locations to prevent wasted spend. This helps focus resources on high-converting areas and improves overall ROI.

4. Conversions by Conversion Time
Google Ads typically tracks conversions based on when users click your ad, but Conversions by Conversion Time allows you to track conversions based on when they actually occur. This is particularly useful for businesses with longer sales cycles, offering a clearer picture of your recent activities.

5. Date-Based Custom Columns
Create Date-Based Custom Columns to view specific metrics, such as "Yesterday’s Cost" or "Day of the Week" performance. This provides you with more flexibility and allows you to spot trends, optimise in real-time, and adjust your strategies accordingly.

👉Why It Matters
These features give you deeper insights and greater control over your Google Ads campaigns. If you’re not using them yet, you’re missing out on significant opportunities to refine your strategy and boost performance🔥

Read full article on our @linkedin page!

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