Adriaan Dekker

Scale companies with Google Ads | Top 50 PPC Expert

My name is Adriaan Dekker and I help companies scale with Google Ads 

How can I help you:

- Google Ads Audits 
- Google Analytics 4 installations
- Google Tag Manager installations
- Google Ads training
- Google Ads campaign management
- Google Ads creating campaigns

Want to know more check my website: www.adriaan-dekker.nl

Freelance

SEO & SEA | Google Ads | LinkedIn marketing

Claude Opus 4.6 dropped. Tomasz Sledz tested it on Meta ads.

The results are insane.

He fed it 6 months of ad performance data, his top 50 creatives, and his ICP breakdown.

Here’s what it spit out:

→ Identified the 3 hook patterns behind his best performers (he missed them for months)
→ Generated 47 new ad concepts based on what’s actually working
→ Flagged the campaigns bleeding money before he even asked
→ Built a full creative testing calendar for the next 30 days

It’s yours in one DM.

Comment “OPUS” below

Connect with Tomasz Sledz and me

Like this post

P.S. Repost and I will send you the full prompt library he uses to generate 100+ creatives per month.

Google just announced 7 real updates that will reshape how ads and commerce work in 2026.

Short version ↓

Based on Google's new roadmap.

AI Mode gets its own native Shopping ad format
Ads appear inside the AI shopping conversation, next to AI product recommendations.

AI Mode ads expand beyond retail (starting with travel)
Same conversational ad format, now for services and complex decisions.
Direct Offers in AI Mode

 Brands can show tailored offers only when users are ready to buy
 → including bundles and loyalty benefits (not just discounts).

Native checkout inside AI experiences
Users can complete purchases directly in AI Mode and the Gemini app.

Universal Commerce Protocol (UCP)
New infrastructure that connects merchants to AI agents for product access, identity and payments.

Automated creator–brand matching on YouTube
Google will match brands to creator communities using AI.

Gemini 3 becomes the engine behind Ads
Gemini 3 now powers creative, AI Max and Performance Max.

Scale companies with Google Ads | 1 Client spot available

Meta Ads will never be the same. This AI Agent changes the game.

It can:

• Build a full campaign from a single sentence
• Generate ad copy + headlines + creatives (image, video, carousel)
• Set targeting, placements, budget, and location
• QA everything (naming, tracking, exclusions, policy checks)
• Ask for approval before publishing
• Launch, monitor, and adjust based on performance
• Deliver clean reports automatically (daily/weekly/monthly)

This isn’t automation. It’s a full AI media buyer.

React “Meta Agent” and I’ll send it.

🚨 GOOGLE LAUNCHES SHOPPING ADS IN AI MODE 🚨 

And you don’t bid your way into Google’s new AI Mode Shopping ads.

You earn your way in!

Here’s how Google’s new AI Mode shopping ad update actually works ↓
(from the latest update by Google)

This is not a new campaign type.

It’s a new ad surface in AI Mode, built for comparison and discovery, not for query capture.

It’s built on four layers:

Discovery & intent detection
 ↳ Users are not searching with product keywords
 ↳ They are asking, exploring and comparing in conversation
 ↳ The system waits for clear comparison or evaluation intent before ads appear

Product & merchant matching
 ↳ Ads are triggered from the products AI is already recommending organically
 ↳ Retailers are matched to those products, not to a search term
 ↳ Feed relevance and attribute quality determine visibility far more than bids

Placement & experience
 ↳ Ads are embedded directly inside the AI shopping flow
 ↳ Sponsored retailers appear next to AI-generated product recommendations
 ↳ The layout is designed for multi-brand and multi-store comparison

Conversion & offers
 ↳ Retailers surface buying options at the moment of consideration
 ↳ A new format called Direct Offers can show tailored offers to ready-to-buy users
 ↳ These offers will go beyond price (bundles, loyalty benefits, value adds)

To operate this update properly:

☑ Stop treating it as a lower-funnel Shopping placement
☑ Rebuild feed structure for comparison use cases (variants, materials, compatibility, sizes, models)
☑ Optimise titles and attributes for decision factors, not just category + brand
☑ Measure incremental and assisted conversions, not only last-click ROAS
☑ Segment performance by category to see where AI-driven discovery actually adds demand

This update doesn’t change how you run campaigns.

It changes where Google now inserts your products into the buying journey.

STOP losing money on AI Max

A lot of advertisers are struggling with AI Max right now.

Not because the feature is bad.

But because they’re running it like a regular Search campaign.

AI Max doesn’t behave like traditional keyword-based Search.

It’s designed to interpret intent, not just match queries.

When you apply standard Search structures, control can slip quickly and spend often becomes inefficient.

After testing AI Max across multiple larger ecommerce accounts, we started to see a pattern: results improved when the setup focused on structure, guardrails, and predictability.

That led Cem to build a step-by-step framework aimed at scaling AI Max without damaging margins or interfering with PMax.

The key difference?

A structure that helps the system behave more consistently.

Inside the AI Max Scaling Framework, you’ll find:
→ How AI Max approaches intent beyond keywords
 → Setup principles that help reduce wasted spend
 → Brand exclusions and URL filters to steer traffic
 → A simple weekly routine to monitor performance
 → Signals for when (and when not) to scale budgets
 → A common mistake that causes most AI Max issues

When structured correctly, AI Max can become a strong alternative to standard Search.

Want the AI Max Scaling Framework?

Connect with me & Cem Atik

Comment “MAX”

I’ll send it to you directly.

PS – Reposting helps me prioritize who gets it first.

Still wasting hours auditing Meta Ads manually?

This automated Meta Ads Audit Checklist checks 100+ data points inside your account automatically:

- Conversion API & pixel firing 
- Campaign structure & objectives 
- Learning-limited ad sets 
- Budget & Bidding - Audience Targeting

All inside Google Sheets. Automatically refreshed, zero manual work.

Comment “Meta Ads” and I’ll send it to you 👇

#Ad

This Meta Ads report builds itself. Literally.

Even the screenshots of your ads are automated.

Live account data

Auto-updating visuals

Ad previews pulled directly

Ready-to-share deck

Fully scheduled

Once you’ve seen this, manual reporting feels prehistoric.

Curious about the setup? Drop a comment and I’ll explain the workflow.

#Ad

OpenClaw is going viral. Running AI Marketing agents is the future.

But can you actually use it in production?

Not just install it.
Run it securely.
Manage access.
Scale it across clients in your agency.

Most teams can’t.

That’s why there’s now a managed OpenClaw setup built for marketing teams.

Your own AI Agent.
5 ready-to-use Marketing Agents included.
New agents (skills) are added every day.
Secure API handling.
Isolated environments.
Built to scale.
Integrated with all your advertising platforms (Google, Meta, TikTok etc).

Even installed on site in the Netherlands if needed.

Comment "CLAW"

Add me and Maikel Snijders

And get access.

#Ad #PPC #SEA #Ads

If you're running a Google Ads account, I know you're frustrated by close matches and hidden search terms. 

It's difficult to get a real grasp on what's happening when exact isn't always exact, and so many searches are hidden from view.

That's why I built a 𝐧𝐞𝐰 𝐆𝐨𝐨𝐠𝐥𝐞 𝐀𝐝𝐬 𝐒𝐞𝐚𝐫𝐜𝐡 𝐓𝐞𝐫𝐦 𝐀𝐧𝐚𝐥𝐲𝐬𝐞𝐫 𝐒𝐜𝐫𝐢𝐩𝐭 to solve this problem 🚀

It's a powerful tool that gives you a clear picture of your search ads traffic by breaking down clicks into three categories:

✅ 𝐄𝐱𝐚𝐜𝐭 𝐌𝐚𝐭𝐜𝐡: Clicks from searches that are a exact match for your keywords. 
✅ 𝐂𝐥𝐨𝐬𝐞 𝐕𝐚𝐫𝐢𝐚𝐧𝐭𝐬: Clicks from searches that are similar, but not identical. 
✅ 𝐇𝐢𝐝𝐝𝐞𝐧 𝐐𝐮𝐞𝐫𝐢𝐞𝐬: The traffic from searches that Google doesn't report for privacy concerns.

This script instantly provides this breakdown for clicks, impressions, cost and conversions at the keyword level, and gives you a summary for your ad groups, campaigns, and entire account. It saves you hours of tedious data analysis.

Want to get a copy? 𝐒𝐞𝐧𝐝 𝐦𝐞 𝐚 𝐜𝐨𝐧𝐧𝐞𝐜𝐭𝐢𝐨𝐧 𝐫𝐞𝐪𝐮𝐞𝐬𝐭 and Vincent van Pareren and 𝐜𝐨𝐦𝐦𝐞𝐧𝐭 "𝐒𝐜𝐫𝐢𝐩𝐭" below. I'll send it over right away!

𝐼 𝑐𝑎𝑛𝑛𝑜𝑡 𝑠𝑒𝑛𝑑 𝑖𝑡 𝑖𝑓 𝑤𝑒 𝑎𝑟𝑒 𝑛𝑜𝑡 𝑐𝑜𝑛𝑛𝑒𝑐𝑡𝑒𝑑, 𝑠𝑜 𝑏𝑒 𝑠𝑢𝑟𝑒 𝑡𝑜 𝑠𝑒𝑛𝑑 𝑎 𝑐𝑜𝑛𝑛𝑒𝑐𝑡𝑖𝑜𝑛 𝑟𝑒𝑞𝑢𝑒𝑠𝑡.

After generating $2B+ with performance marketing

Cem Atik turned all of my Ads expertise into a Claude Skill.

And you can use it to audit your Ads in 30 seconds...

Here's what it does:

→ Analyzes account structure in seconds
→ Identifies wasted spend automatically
→ Diagnoses bidding issues instantly
→ Spots feed optimization gaps
→ Generates actionable recommendations

Want access?

1. Connect with me and Cem Atik
2. Comment "SKILL"

I'll send it straight to your DMs.

PS - This works for Google Ads, Meta Ads, and Google Shopping campaigns

NEVER struggle with Google Ads again...

These are the resources that I used to generate $2B+ with Google Ads.

And you can have them for free...

I just updated it with 15 new 2026 resources.

And the results are insane.

The complete OS:

1. Bidding strategies that actually work in 2026
2. How to scale while protecting ROAS
3. Complete Google Shopping build with examples
4. Merchant Center CPC and feed optimization guide
5. Account structures for clean data and fast testing
6. Weekly optimization routines and scale triggers
7. Negative keyword and query control frameworks
8. Creative and landing page CVR lifts
9. PMax strategies for 2025
10. AI Max frameworks
11. 2026 feed optimization systems

Comment "OS" 
add me and Cem Atik

and I'll send you access

✦ Gemini 3.1 – Landing Page Prompt ✦

You can now use Gemini to optimize your landing pages...

With this prompt, Gemini audits your landing pages against more than 100 optimization points.

𝗜𝗻𝗽𝘂𝘁:
→ Simply paste your landing page URL into the prompt.

Let it run for about 1 minute...

𝗢𝘂𝘁𝗽𝘂𝘁:
1. Above-the-fold optimization points (20+);
2. Social proof optimization points (25+);
3. UI/UX optimization points (30+);
4. Customer journey optimization points (15+);
5. Best practices (10+).

⤷ Don’t just focus on your Google Ads account and use Gemini 3.1 PRO to optimize your landing pages

Free access?
1. 𝗖𝗼𝗺𝗺𝗲𝗻𝘁 with “LP”
2. Send me and Timo Adriaansen a connection request (otherwise, I can’t DM you)

Keyword Bucketing Script v1

Forget manual keyword analysis...

Timo Adriaansen developed a script that enables full automation of keyword evaluations.

No more endless filtering or exporting, just instant clarity.

The script segments your keywords and search terms into buckets such as:
1. Winners (high converters);
2. Keepers (stable and profitable);
3. Lucky Shots (low volume, high potential);
4. Bleeders (budget drainers, unprofitable);
5. Sleepers (sleeping capital);
6. Ghosts (no clicks, no life).

Your buckets, your rules: define your own CPA/ROAS thresholds.

You can also set: scope (account or campaign level), lookback window (e.g. 30 days), and thresholds for metrics like cost or clicks.

This lets you instantly discover:
→ Which search terms make you money?
→ Which ones burn your budget?
→ Where the missed opportunities live.

👉 Result: a clear roadmap to restructure keywords, isolate winners, and cut out the bleeders.

Want to get the script?
1. Comment “𝗦𝗰𝗿𝗶𝗽𝘁” or "Keywords."
2. Connect with me and Timo Adriaansen , and I'll send you
3. Repost for priority access

DELETE ChatGPT from your SEO workflow…

The new Gemini 3 SEO prompt library just made the traditional SEO process obsolete for 2026.

Most founders are stuck in the "Traffic Trap."
Targeting keywords that never rank.
Publishing content that gets zero clicks.
Ignoring technical debt that kills growth.

Navneet just condensed 20+ years of ranking sites in the hardest niches into a Gemini 3 SEO library.

The output is terrifyingly good:

1/ Generates ranking-ready content outlines in seconds
2/ Pinpoints technical red flags blocking your growth
3/ Architects keyword clusters with internal linking

The best part?

He packaged the entire system inside the library:

-Elite SEO content prompts
-Topical map generators
-Technical audit checklists
-On-page optimization builders

Want the prompt library?

--> Connect with me and Navneet Kaushal
--> Comment "SEO" below

I will send the link straight to your DMs.
PS. Just added 30+ fresh templates for the Q1 update.

Meta has started rolling out Manus AI tools inside Ads Manager, bringing generative AI and workflow automation directly into the campaign environment.

Instead of jumping between platforms, advertisers can now leverage AI within the native interface to support tasks like:

- Campaign analysis
- Report generation
- Audience insights
- Performance recommendations

NEW LLM Looker Studio

Free Looker Studio dashboard to analyse web traffic from LLMs (ChatGPT, Gemini, etc.). It includes key metrics to understand traffic volume, sources, and trends over time.

Want access to the dashboard? 

Like this post
Comment "dashboard"
Add me and Lucía U.

And I will send it to you!

✦ Gemini 3.0 Pro – Landing Page Gem ✦

You can now use Gemini to optimize your landing pages..

@Timo Adriaansen just built a GEM which audits your landing pages in no time..

It will audit your landing pages based on 100+ optimisation points

𝗜𝗻𝗽𝘂𝘁:
→ Insert your landing page URL

Let it run for about 1 minute..

𝗢𝘂𝘁𝗽𝘂𝘁:
1. Above-the-fold optimisation points (20+);
2. Social proof optimisation points (25+);
3. UI/UX optimisation points (30+);
4. Customer journey optimisation points (15+);
5. Best practices (10+).

⤷ Don’t just focus on your Google Ads account, use Gemini 3.0 PRO to optimize your landing pages as well.

Free access?
1. Add Timo Adriaansen and me (otherwise I can’t DM you).
2. Comment with “Gem” or "3.0"

100 Analytics Cheat Sheets Library

If interpreting metrics still takes you 3-5 hours, this might help.

Dmitry Nekrasov packaged 100 visual cheat sheets into one searchable library.

These are frameworks distilled from 12+ years of hands-on analytics work
and refined over the last 18 months.

Inside:
+ interpreting metric changes
+ spotting misleading growth
+ understanding metric relationships
+ cross-checking signals before making decisions

You can filter by tags.
Search by metric.
Open linked posts if you want a deeper explanation.

If you work with dashboards and numbers daily, this will make your thinking faster.

Add me and Dmitry Nekrasov

Comment "library" and I’ll send you access.

Google Ads Devotee | 10M+ in ad spend | Stop losing profit on P-Max | Founder & PPC expert @ Prominence

Michael De Boeck

Ecom founder: “Let's switch our Google Ads strategy to only focus on new customers.”
Me: 
“Do you mean in your brand search and shopping campaigns?”

Founder: “No, I mean across the board. If they already know us, why are we paying for the click?”

Me: “That’s a dangerous path to go down. Let’s play that out for a second...”

Founder: “Go on...”

Me: “Imagine a customer who bought from you 6 months ago. They’re back in the market for your product category, but they don't search for your brand. They search for a broad term like ‘organic protein powder’ or ‘ergonomic office chair.’

If we’ve excluded them, we don't show up. Your competitor does.

Do you expect them to remember you and navigate to your site manually, or will they just buy from the relevant ads they are seeing?”

Founder: “...Okay, I see the risk. But I still don't want to pay a premium to re-acquire someone who already knows us.”

Me: “You shouldn't. And you don’t have to. Here's the fix: Granular segmentation via NC and RC conversion events."

Instead of a "New Customer Only" approach, we use a two-pronged approach:

1️⃣ Bucket the Audiences: We segment "New Customer" (NC) and "Returning Customer" (RC) into separate campaign structures or use New Customer Acquisition (NCA) bidding goals.

2️⃣ Aggressive Acquisition: We set lower ROAS targets for the NC bucket. We’re willing to pay more here because the long-term value (LTV) justifies the initial CAC.

3️⃣ Efficient Retention: We set significantly higher ROAS targets for the RC bucket. We stay visible to protect our "shelf space" in the auction, but we only bid what the incremental margin allows.

The takeaway:

If you stop bidding on existing customers in non-brand auctions, you aren't "saving" money. You’re handing your most valuable, warm leads to your competitors on a silver platter.

Control your bids, don't kill your visibility.

Are you still using hard exclusions, or have you moved to tiered ROAS targets?

#googleads #adwords #ppc #shopify #ecommerce 
----------------------------------------------------------
 
P.S. We've recently launched our Google Ads E-Commerce Audit Checklist. 
 
Interested in receiving it too? 
 
Leave a comment saying "Checklist," and I'll DM you the link personally. (We must be connected, or I can't DM you) 
 
#facebookads #tiktokads #digitalmarketing

Voted 3x Top 100 Most Influential PPC Expert | 20M+ In Yearly Ad Spend | Founder & Head Of Growth Strategy @ Prominence

The “Twin Bid” Google Ads Strategy that helped us beat tROAS' invisible ceiling;

We scaled a single product to 25% more ad spend and got 32% more conversions...
...while ROAS remained stable.

Most e-commerce brands are running campaigns on tROAS, and for good reason.

But here’s the problem:
We've all hit that invisible ceiling. Push budgets higher, and… nothing happens.

Lower the target, and CPCs often just rise without bringing in meaningful extra traffic or conversions.

I’ve suspected for a while that tROAS is biased toward high AOV customers to keep conversion value steady, skipping cheaper auctions where the eAOV is lower.

💡 Hypothesis: tCPA and tROAS might be playing in different auctions.
If tROAS factors in eAOV, it might not bid high enough for lower-AOV opportunities.

So we tested the Twin Bid Strategy:

Main PMAX (feed-only) campaign → tROAS bidding

Twin PMAX (feed-only) campaign → tCPA bidding

6 weeks later:

📈 Ad spend: +25%

📈 Conversions: +32%

📈 Conv. value: +27%

📊 ROAS: +2.5%

Meanwhile, the rest of the account?
Flat spend (+2%) and -8% conversions.

And no, this wasn’t seasonal growth. It was actually the client’s low season.

So here’s my question to the performance marketers out there:
👉 Did we just unlock auctions tROAS was ignoring by removing eAOV from the equation?

#googleads #adwords #ppc #shopify #ecommerce 
----------------------------------------------------------
 
P.S. We've recently launched our Google Ads E-Commerce Audit Checklist. 
 
Interested in receiving it too? 
 
Leave a comment saying "Checklist," and I'll DM you the link personally. (We must be connected, or I can't DM you) 
 
#facebookads #tiktokads #digitalmarketing

Supplier: Your invoice is due in 30 days.
E-com founder: I would like to pay my invoice with ROAS please.

Supplier: Excuse me?

Founder: Look at my Meta dashboard. 6x ROAS. We are "crushing it."

Supplier: That’s funny, but we need you to pay your invoice in actual dollars...

This sounds like a joke, but I see it in account audits every single week.

Founders are obsessed with "Efficiency" (ROAS) while their actual bank account is bleeding out.

The hard truth: You cannot spend your ratio.

ROAS is a platform metric, not a business health metric. If you’re managing your brand strictly by the ROAS column in Ads Manager, you’re likely making one of these three fatal errors:

1️⃣ overspending on existing customers 
A 5.0x ROAS sounds elite, but also screams "existing customers". Customer acquisition is the lifeblood of every e-commerce brand.

2️⃣ Not evaluating Contribution Margin at different efficiency levels
I’ve seen brands refuse to scale because their ROAS would "drop" from a 6.0x to a 4.0x, but would you rather have a 6x ROAS on $10k spend or a 4x ROAS on $100k spend ($200k profit)?

3️⃣ Optimizing for Revenue, not Contribution Margin 
Standard ROAS treats every dollar of revenue the same. But a $100 sale of a high-margin accessory is worth infinitely more to your business than a $100 sale of a low-margin hero product.

What you should be looking at instead:

👉 Contribution Margin (CM): What is left after COGS, Ad Spend, Shipping, and Transaction fees? This is the money that actually pays your staff and your rent.

The Bottom Line: 

If your media buyer is bragging about ROAS but hasn't asked to understand your P&L or shipping costs, they aren't a growth partner. They’re a vendor looking for a pat on the back.

Stop optimizing for the dashboard. Start optimizing for the bank account.

#ecommerce #performancemarketing #roas #profitability #dtc #growthmarketing #facebookads #googleads #shopify

This is the #1 thing that is holding brands back from achieving the creative volume they need:

(and it's bottlenecking their growth)

Too many people needing to give their "feedback."

I see this constantly when auditing e-commerce brands struggling to scale their Meta and TikTok accounts. A simple hook iteration turns into a 3-week approval nightmare.

The Founder wants it "punchier."
The Brand Manager doesn't like the font.
Legal wants to tweak the offer phrasing.

By the time the asset is finally approved, the trend is dead, and your media buyers are starved for fresh creative to test.

Here is the reality of performance marketing: Velocity beats perfection.

When you bottleneck your creative pipeline with subjective opinions, you destroy your testing framework. You cannot find winning angles or scale spend efficiently if you are only launching 4 ads a month because of a 5-stage approval process.

The fix isn't hiring more designers or changing agencies. It’s fixing your workflow:

👉 Establish strict brand guardrails upfront (colors, unapproved claims, tone).
👉 Give your growth and creative teams full autonomy to test within that sandbox.
👉 Review the performance data in your weekly syncs, not the creative drafts.

Stop treating performance creative like a Super Bowl commercial.

Launch it, let the market give you the only feedback that matters (data), and iterate from there.

#metaads #tiktokads #ecommerce #performancemarketing #creative

What is your one Google Ads take that most people will disagree with? I'll go first 👇

- 

👉 Historical search term performance is a bad reason to exclude a search term from a campaign that runs on smart bidding.


Let me know what yours is in the comments.

#googleads #ppc #adwords #ecommerce #shopify #facebookads #tiktokads

✔️ List & pixel exclusions. ✔️ 64 purchases. ❌ 41 new customers.
Meta exclusions are fundamentally broken.

If you are relying on Meta's exclusions to keep your acquisition campaigns free of existing customers, you are being misled.

But even worse, you have no idea whether that new creative you are testing is showing a positive CPA because the creative is good, or because it accidentally hit a pocket of existing customers who converted.

Here's what you can do right now to improve your accuracy in Meta:

1️⃣ Use a NewCustomerPurchase event

This is the cleanest solution. Don't just fire a standard 'Purchase' event for everyone. Configure your tracking to fire a specific NewCustomerPurchase event only when the order count is 0. Optimizing your prospecting ad sets for this specific event forces the algorithm to hunt for new blood, not just easy wins.

2️⃣ Prioritize 7-day click
If your "prospecting" success relies heavily on 1-day view, you're likely just tagging people who were already going to buy. 7-day click is significantly more incremental. 1-day view often captures existing customers who just received an email or SMS and happened to see your ad in their feed. If the performance doesn't hold up on a click-only basis, it’s not acquisition.

3️⃣ Leverage CAPI with customer tags
Browser-side cookies are too fragile for reliable exclusions. By passing an external_id and a customer_status parameter via the Conversions API, you give Meta a much higher match rate against your database. If Meta knows for a fact that User A is a past purchaser, the exclusion actually stands a chance.

Efficiency isn't a lower CPA in the dashboard. It’s making sure your spend is actually driving incremental growth.

#facebookads #meta #shopify #ecommerce #performancemarketing #metaads #googleads

“We need to hit a 400% ROAS on this non-brand campaign.”
Most advertisers stop there.

But if you don’t look under the hood, you’re likely funding a massive efficiency leak.

We recently audited a non-brand search campaign that looked "healthy" on the surface. Then we layered in the existing customer audience as an observation.

Here’s what we found:
👉 35% of conversions were coming from existing customers.
👉 The conversion rate for this audience was 2x higher than new customers.

The result?
Because the campaign was set to a tROAS target, Google saw the high CVR and decided to ❗ double the CPCs for those returning customers.

They weren't paying for "reach." They were paying a premium for people who were more likely to buy from them anyway.

How we’re fixing this waste (3-Step Framework):

1️⃣ Don't focus on acquiring new customers only

Kirk Williams has been writing about this as well recently. If a customer is searching for generic terms such as "shampoo" instead of your brand/store, they are not your loyal customer, and you probably have to reacquire them.

2️⃣ Use new and returning customer events for clean signal

Signal engineering is one of the biggest topics we're looking into for 2026. With all platforms using machine learning to do their targeting, this is how you steer the machine in the direction you want.

3️⃣ Segment campaigns by audience (as much as you can)

We are currently experimenting with the new audience exclusion functionality, as "bid for new customers only" has never really worked for us properly.

It's not perfect, but this is where the NC and RC events can assist in keeping your data clean.

4️⃣ Adjust your bids based on how much you want to bid for both audiences

This enables you to bid aggressively for new customer acquisition, whilst maximizing your profit on returning customers.

---

Smart bidding isn't "set and forget." If you don't define who you want to pay for, Google will find the most expensive way to give you the results you asked for.

Are you tracking the new vs. returning customer split in your non-brand campaigns?

#googleads #adwords #ppc #shopify #ecommerce 
----------------------------------------------------------
 
P.S. We've recently launched our Google Ads E-Commerce Audit Checklist. 
 
Interested in receiving it too? 
 
Leave a comment saying "Checklist," and I'll DM you the link personally. (We must be connected, or I can't DM you) 
 
#facebookads #tiktokads #digitalmarketing

E-com brands, how many new creatives do you need to launch next month to hit your goals? 👇 Let's find out;

TL;DR
Comment "Creative" & let's calculate how many creatives you need to hit your goals next month.*

Most brands treat creative volume like a guessing game. 

"We need 40 videos a month" sounds like a solid plan, but it’s rarely based on the actual math of the account.

At Prominence, we’ve moved past the guesswork. 

We developed a predictive model that calculates your required creative output by looking at your backend performance data, not just your gut feeling.

Here are the 5 levers our model uses to solve the creative math:

1️⃣ Ad Spend & ROAS Goal
The baseline. If we don't know how much you are trying to spend next month, we can't calculate how many new creatives you'll need.

2️⃣ Hit Rate (Historical)
What percentage of your launches actually become "winners"? Our model pulls this automatically. If only 1 in 10 ads successfully scales, your production pipeline needs to reflect that 90% "failure" rate.

3️⃣ Winner Average Spend Rate
Not every winner is equal. Some ads can handle $5k/day; others cap out at $500 before the CPA spikes. We calculate how much "load" your typical winners can actually carry.

4️⃣ Winner Average Lifespan
Creative fatigue is the silent killer of scale. If your average winner dies after 14 days, your production needs to be twice as fast as a brand whose winners last 30.

5️⃣ Revenue Forecasting
We map these variables against your growth targets for the next 30, 60, and 90 days to find the exact "Creative Gap" you need to fill.

The Reality Check:
Scaling isn't just about increasing your budget; it’s about out-producing your creative decay. 

If your (Hit Rate) x (Winner Lifespan) doesn't outpace your spend growth, you will hit a performance plateau every single time.

Stop guessing your production schedule. Start engineering your creative pipeline.

👉 Curious what your required creative volume is? Comment "creative" or DM me, and let's run the numbers.

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#performancemarketing #creativestrategy #metaads #ecommerce #growthmarketing #prominenceagency #facebookads

How often do you get searched for vs. your competitors? 
Get free access to our Share Of Search tool 👇

In performance marketing, we spend so much time obsessing over our CPA and ROAS that we often forget to look up and see the bigger picture: Market Share.

If your ROAS is stable but your search volume is declining relative to your competitors, your efficiency might be leading to the consumer forgetting about you.

At Prominence, we wanted an easier way to track this. So, Kishalaya Mukhopadhyay built a Share of Search tool that moves beyond generic "industry trends" and gets specific.

How it works:
You input your brand name and your 3–5 closest competitors. The tool then maps out the search interest landscape over the last 12 months.

Why Share of Search (SoS) matters more than you think:
👉 It’s a leading indicator of Market Share: Historically, a sustained increase in SoS predicts a rise in actual market share.
👉 It measures "Mental Availability": It shows how often your brand is the "top of mind" solution when a problem arises.
👉 It identifies "Competitor Conquesting" opportunities: If a competitor’s search volume spikes while their sentiment drops, it’s the perfect time to aggressive-bid on their keywords.

Are you actually winning market share, or just winning your own small pocket of retargeting?

We’re opening up access to the tool for free.

 If you want to see exactly how you stack up against your competitors over the last year, drop a comment with "SEARCH" below, and I’ll reach out.

#googleads #ppc #shareofsearch #facebookads #ecommerce #shopify

E-com founder: We produce & launch 25 new ads per week on Meta.
Me:
So, the volume is the same throughout the year?

(TL;DR - comment "creative" and let's discover how many creatives you need to produce to hit your goals next month.)

E-com founder: Yes, I wanted to get my team in a consistent rhythm.

Me: I understand that, but... The production rhythm doesn't make sense to me.

E-com founder: What do you mean?

Me: Well, your brand experiences seasonality, right? So I guess your ad spend is about 40% less in the summer months compared to the holidays?

E-com founder: Yes... We've spent €80k in July last year and €155k in December.

Me: So, why would your ad account need the same amount of creatives for a €155k month compared to a €80k month?

E-com founder: Okay, I see what you mean... But how do we plan this properly?

Me: You can use our Creative Production Model. Based on your historical data, it will analyze & predict your needed creative velocity.

E-com founder: Uhm, in plain English, please?

Me: The model will look at the following things:

👉 What are your ad spend & ROAS goals?
👉 How many tests do you need to find a winner?
👉 How much do winners spend on average?
👉 How long do your winners live inside the account?

and based on that data, it will compute how many creatives you need to produce to hit your goals.

---

Do you also want to find out how many creatives you need to produce to hit your goals next month?

Comment "creative" or send me a DM, and let's run the creative production model for your business.

#facebookads #googleads #tiktokads #metaads #shopify #ecommerce #ppc #performancemarketing

Return Customer Rate (%) is one of the most pointless numbers in e-commerce.

I see it in almost every e-commerce reporting deck;

 Brands brag when it’s high and panic when it’s low.

The problem? As a standalone metric, RCR tells you absolutely nothing about the health of your growth engine.

Here is why RCR is a "trap" metric:

1️⃣ It punishes growth.
If you have a massive month of new customer acquisition (top-of-funnel success), your RCR will naturally drop. Does that mean your retention got worse? No. It means your denominator grew. You’re being "penalized" for scaling.

2️⃣ It hides the "Churn Gap."
A 30% RCR looks great, until you realize those are the same 30% buying every month, while 70% of your new customers never come back for a second order. You have a "leaky bucket" masked by a loyal core.

3️⃣ It ignores Timing.
RCR is a snapshot. It doesn’t account for latency between orders. If your product has a 60-day consumption cycle, looking at a monthly RCR is a waste of time.

What we track at Prominence instead:

Instead of a flat percentage, we look at Cohort-Based Retention & n-Day LTV.

The Second Order Gap: What % of customers acquired in Month X bought again by Month X+1? If this isn't increasing, your creative-to-product alignment is off.

LTV/CAC Ratio by Cohort: We don't just want "returners." We want to know if the customers we bought in January are more profitable by June than the ones we bought in December.

Time-to-Second-Purchase: Are we shrinking the gap between Order 1 and Order 2? This is the only way to actually improve cash flow.

---

Stop looking at a blended RCR. It’s a vanity metric that fluctuates based on how many new customers you acquire.

If you want to measure the strength of your brand, look at your Retention Curves. If the curve flattens out, you have a business. If it goes to zero, you just have a temporary arbitrage play.

#ecommerce #shopify #facebookads #performancemarketing #dtc #growthmarketing #ltv

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The Battle

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Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Adriaan Dekker's LinkedIn Performance

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