If you’re using a Xiaomi, Redmi or POCO phone running HyperOS, you might notice ads showing up inside many system apps, from the Downloads and Mi Browser to Music, Security and Themes. Fortunately, while Xiaomi doesn’t remove all advertising by default, you can turn most of it off with a few simple settings changes. So here’s how to clean up your phone and cut down on ads across the OS.
Disable the MSA System Ad Service
Many of the ads you see originate from a service called MSA (MIUI System Ads), which is a telemetry-linked background app responsible for displaying recommendations and ads system-wide. Turning this off is one of the most important first steps:
Open Settings
Go to Fingerprints, face data & screen lock (or Passwords & security on some Xiaomi phones)
Tap Authorization & revocation
Toggle MSA off and tap Revoke to confirm
Doing this stops the system from serving many ads, though you’ll still need to disable certain app-specific ads separately.
Turn Off Personalized Ads
You can also disable targeted ads that use your data:
Open Settings and then head to Privacy
Select Ad services or Advertising services
Turn off Personalized ad recommendations
Once again, this wouldn’t remove all advertisements, but it prevents the system from tailoring these to your behavior.
Disable Ads Inside Individual System Apps
HyperOS places ad toggles inside many pre-installed apps. While you’ll likely never interact with most of them, you’ll need to turn these off one app at a time to get a true ad-free experience. The exact labels may differ slightly by region or build, but they’re usually easy to spot:
Downloads: Open the app > menu (three dots) > Settings > turn off Show ads.
Mi Browser: Profile icon > Settings > Advanced > disable Show ads.
Mi Video Player: Profile > gear icon > disable Personalized recommendations (note: in some builds, this only lasts 90 days).
Music: Profile > Settings > disable Allow permanent notifications, then in Advanced settings turn off Show ads and Personalized recommendations.
Security: Settings > disable Show recommendations, also turn off under the Cleaner section.
Themes: Account > gear > disable Show ads and Personalized recommendations.
App Vault: Open App Vault > menu > Manage services > turn off App suggestions and Ads.
Disable Ads in Other Places
While HyperOS doesn’t offer a universal one-click switch for all ads (although such a toggle has been spotted in leaked test builds), you can also reduce other ad-feed interruptions:
Some devices include an “Ads in System Apps” toggle inside Mi Account > About Xiaomi Account
For persistent ads or notifications from the msa daemon, you can disable its notifications: go to Settings > Apps > Manage apps > View all apps > msa > Notifications and turn off Show notifications.
Advanced users sometimes set up private DNS ad-blockers (e.g., using AdGuard DNS) to block ad servers at the network level.
Why It’s Worth Doing
HyperOS is still evolving, and despite the various improvements over time, ads remain a controversial part of the experience. This is especially frustrating when they appear inside system apps or notifications. While a completely ad-free operation may require patience and thorough cleanup, going through these settings drastically reduces the amount of unwanted content you’ll see and improves both privacy and battery life. Keep in mind that after system updates, some settings may reset, so revisiting them occasionally helps maintain your preferred, ad-free configuration.
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A core targeting lever in Google Demand Gen campaigns is changing. Starting March 2026, Lookalike audiences will act as optimization signals — not hard constraints — potentially widening reach and leaning more heavily on automation to drive conversions.
What is happening. Per an update to Google’s Help documentation, Lookalike segments in Demand Gen are moving from strict similarity-based targeting to an AI-driven suggestion model.
Before: Advertisers selected a similarity tier (narrow, balanced, broad), and campaigns targeted users strictly within that Lookalike pool.
After: The same tiers act as signals. Google’s system can expand beyond the Lookalike list to reach users it predicts are likely to convert.
Between the lines. This effectively reframes Lookalikes from a fence to a compass. Instead of limiting delivery to a defined cohort, advertisers are feeding intent signals into Google’s automation and allowing it to search for performance outside preset boundaries.
How this interacts with Optimized Targeting. The new Lookalike-as-signal approach resembles Optimized Targeting — but it doesn’t replace it.
When advertisers layer Optimized Targeting on top, Google says the system may expand reach even further.
In practice, this stacks multiple automation signals, increasing the algorithm’s freedom to pursue lower CPA or higher conversion volume.
Opt-out option. Advertisers who want to preserve legacy behavior can request continued access to strict Lookalike targeting through a dedicated opt-out form. Without that request, campaigns will default to the new signal-based model.
Why we care. This update changes how much control advertisers will have over who their ads reach in Google Demand Gen campaigns. Lookalike audiences will no longer strictly limit targeting — they’ll guide AI expansion — which can significantly affect scale, CPA, and overall performance.
It also signals a broader shift toward automation, similar to trends driven by Meta Platforms. Advertisers will need to test carefully, rethink audience strategies, and decide whether to embrace the added reach or opt out to preserve tighter targeting.
Zoom out. The shift mirrors a broader industry trend toward AI-first audience expansion, similar to moves by Meta Platforms over the past few years. Platforms are steadily trading granular manual controls for machine-led optimization.
Why Google is doing this. Digital markerter Dario Zannoni, has two reasons as to why Google is doing this:
Strict Lookalike targeting can cap scale and constrain performance in conversion-focused campaigns.
Maintaining high-quality similarity models is increasingly complex, making broader automation more attractive.
The bottom line. For performance marketers, this is another step toward automation-centric buying. While reduced control may be uncomfortable, comparable platform changes have often produced performance gains in mainstream use cases. Expect a new testing cycle as advertisers measure how expanded Lookalike signals affect CPA, reach, and incremental conversions.
First seen. This update was spotted by Zannoni who shared his thoughts on LinkedIn.
Google Ads is rolling out a beta feature that lets advertisers connect external data sources directly inside conversion action settings, tightening the link between first-party data and campaign measurement.
How it works. A new section in conversion action details — labeled “Get deeper insights about your customers’ behavior to improve measurement” — prompts advertisers to connect external databases to their Google tag.
Supported integrations include platforms like BigQuery and MySQL
The goal is to enrich conversion metrics and improve performance signals
The feature appears in a highlighted prompt within data attribution settings
Rollout is gradual and currently marked as Beta
Why we care. Direct integrations could reduce friction in syncing offline or backend data with ad measurement. This beta from Google Ads makes it easier to connect first-party data directly to conversion tracking, which can improve measurement accuracy and campaign optimization.
By integrating sources like BigQuery or MySQL, brands can feed richer customer data into their signals, helping offset data loss from privacy changes. In practical terms, better data in means smarter bidding, clearer attribution, and potentially stronger ROI.
Between the lines. Embedding data connections inside conversion settings — rather than requiring separate pipelines — makes advanced measurement more accessible to everyday advertisers, not just enterprise teams.
Zoom out. As ad platforms compete on measurement accuracy, native data integrations are becoming a key differentiator, especially for brands investing heavily in proprietary customer data.
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The Philippines is taking a major step toward fostering a stronger connection between its agricultural and tourism sectors. By integrating farm-to-market roads (FMRs) with tourism infrastructure, the Department of Agriculture (DA) and Department of Tourism (DOT) are working together to turn rural regions into vibrant food tourism destinations. This collaboration seeks to boost the country’s standing as a premier culinary travel destination while stimulating growth in agricultural production. Through new road infrastructure that connects both sectors, Filipino farmers and local businesses are set to benefit from enhanced accessibility and demand for locally produced goods, further elevating the country’s appeal to international visitors. By leveraging government funding and strategic planning, the Philippines is paving the way for a new era of agritourism that will help shape the future of both industries.
Revamping Rural Connectivity to Promote Agritourism
As part of its efforts to improve agricultural tourism, the Philippine government has signed a comprehensive memorandum of agreement between the DA and DOT. This collaboration is designed to address the needs of the agriculture and tourism industries simultaneously. Central to this plan is the Tourism Road Infrastructure Program (TRIP), which aims to upgrade road networks connecting remote farm areas to established tourist attractions across the country.
The DA’s inclusion in these infrastructure developments signals an effort to streamline the accessibility of agricultural regions, where tourists can experience firsthand the beauty of Filipino farming and local produce. By linking farm-to-market roads (FMRs) to tourism road projects, the government hopes to increase access to rural farm destinations that highlight the country’s rich agricultural heritage and its burgeoning food tourism sector.
Improved Roads, More Farm-Based Destinations
The aim is not simply to improve infrastructure but also to enhance tourism in rural areas, showcasing agricultural farms that produce iconic Filipino foods. Farm tourism is a growing niche, where tourists are not only enjoying picturesque landscapes but also immersing themselves in local food culture. These destinations could soon become more accessible thanks to the enhanced transportation links.
The Tourism Road Infrastructure Program (TRIP), which is funded by a government budget of ₱4 billion, has seen relatively low funding in recent years, but the partnership between the DOT and DA aims to make the most of this funding. By using a convergence model for coordination between the two agencies, both agriculture and tourism are expected to benefit. However, it’s important to note that the bulk of funding, totaling ₱33 billion, has been allocated to the DA to manage the farm-to-market road initiatives.
Promoting Filipino Cuisine Through Strategic Partnerships
The collaboration is also geared toward positioning Filipino cuisine as a key part of the travel experience. The country’s food tourism sector is ripe for growth, with international travelers increasingly seeking destinations with authentic culinary offerings. By aligning road projects with agricultural priorities, the DA and DOT are working to ensure that Filipino food products are at the forefront of the tourism experience.
As these new routes make it easier for farmers to transport their produce to urban centers, tourists will have more opportunities to visit local farms, sample traditional dishes, and participate in agricultural activities. In turn, this farm-to-table tourism will create more direct links between the agriculture industry and hospitality businesses, such as hotels and restaurants, that increasingly rely on fresh, local ingredients.
A Boost for Rural Communities and Local Farmers
The expected impact of this collaboration goes beyond tourism. By facilitating better access to farm markets, these initiatives will stimulate rural economies, offering greater opportunities for employment in both farming and tourism sectors. Local farmers will have the opportunity to sell their products at competitive prices to both national and international markets, contributing to economic growth in rural areas.
Furthermore, food safety and sustainability will be emphasized, ensuring that the country’s agricultural products meet global standards. With this focus on high-quality production, Filipino products will be better positioned for export, allowing local farmers to compete in premium markets worldwide.
Navigating the Future: Travel Tips for Farm Tourism Enthusiasts
For tourists planning to explore the growing agritourism scene in the Philippines, it’s essential to stay informed about the ongoing developments in farm-to-market road projects. These new routes will open up a variety of rural destinations for exploration. When planning your travel, consider visiting areas where farms offer authentic experiences, from rice terraces in Ifugao to the coffee plantations of Batangas.
Here are some tips to make the most of your farm tourism experience:
Plan Your Travel Around Local Festivals: Filipino farm festivals, such as the Panagbenga in Baguio or the Pista ng Agrikultura in Cebu, showcase the best of local produce. These celebrations are the perfect time to enjoy food, culture, and stunning rural scenery.
Support Local Produce: Make sure to try dishes made with local ingredients while visiting farms. Not only will you enjoy authentic flavors, but you’ll also support sustainable agriculture in the region.
Learn From the Farmers: Take the time to join farm tours and cooking workshops. Learn how local farmers grow their crops and how traditional Filipino recipes are prepared.
Respect the Environment: With the increasing influx of tourists to farm areas, it’s vital to practice responsible tourism. Ensure that your visits help sustain the environment and benefit local communities.
The Path Ahead for Agritourism in the Philippines
The partnership between the DA and DOT marks an exciting new chapter for both agriculture and tourism in the Philippines. By linking road infrastructure with tourism and food production, the country is set to position itself as a major player in the global agritourism market. As travelers seek more authentic experiences and local foods, these initiatives will ensure that the Philippines remains a top choice for those looking to explore its rich agricultural landscapes and vibrant culinary traditions.
Some advertisers are reporting that a Google Ads system tool designed for low-activity bulk changes is automatically enabling paused keywords — a behavior many account managers say they haven’t seen before.
What advertisers are seeing. Activity logs show entries tied to Google’s “Low activity system bulk changes” tool that include actions enabling previously paused keywords. The log entries appear as automated bulk updates, with a visible “Undo” option.
Historically, the tool has been associated mainly with pausing inactive elements, not reactivating them.
What we don’t know. Google hasn’t publicly documented the behavior or clarified whether this is an intentional feature, a limited experiment, or a bug.
It’s also unclear what triggers the reactivation or how broadly the behavior is rolling out.
Why we care. Unexpected keyword reactivation can quietly alter campaign delivery, affecting budgets, pacing, and performance — especially in tightly controlled accounts where paused keywords are intentional.
For agencies and in-house teams, the change raises new concerns about automation overriding manual controls.
What advertisers should do now. Account managers may want to review change histories regularly, watch for unexpected keyword activations, and use undo functions quickly if unintended changes appear.
Until Google provides clarification, closer monitoring may be necessary for accounts relying heavily on paused keyword structures.
First seen. The issue was first flagged by Performance Marketing Consultant Francesco Cifardi on LinkedIn.
Southern New Mexico is bracing for a major weather event this week, as the New Mexico Department of Transportation (NMDOT) issues an urgent travel advisory due to expected high winds and blowing dust that may significantly impact road safety across multiple highways. With gusts forecasted to reach up to 75 mph, travel disruptions are expected, especially for drivers of high-profile vehicles, such as trucks and RVs. As travelers prepare to navigate the challenging conditions, authorities are emphasizing the importance of safety, urging caution, and providing key travel tips.
Severe Wind Forecast for Southern New Mexico
The National Weather Service has projected sustained wind speeds ranging between 30 and 45 miles per hour (mph), with gusts expected to soar between 60 to 75 mph throughout the southern New Mexico region. Areas heavily affected include major highways such as Interstate 10 (I-10), Interstate 25 (I-25), and routes connecting Las Cruces, Silver City, and Santa Teresa. These gusty winds, which will peak during the afternoon hours, pose serious risks to travelers, especially in the open desert terrain of southern New Mexico, where wind gusts can cause vehicles to swerve and lose control.
While these high winds are typical for the region, the National Weather Service (NWS) warns that blowing dust will further deteriorate driving conditions. As the winds pick up, the dust can rapidly reduce visibility to near zero, increasing the chances of accidents, particularly on rural roads and desert highways where the infrastructure is less developed. The NMDOT has confirmed that blowing dust is expected to become particularly severe in open and rural areas, often without warning, making visibility a major concern for drivers.
Blowing Dust: A Silent Danger to Road Safety
The blowing dust hazard is one of the biggest concerns during this windstorm. High winds sweeping across the desert landscape will pick up fine dust particles and send them swirling into the air, creating dust storms that can cover miles of roadway in an instant. The NMDOT and NWS have noted that drivers may find themselves in near-blind conditions, with visibility dropping dramatically.
When driving through such storms, it’s crucial that drivers of all vehicles — especially those in high-profile cars — reduce speed and increase following distance. For those already on the road, it’s advisable to avoid abrupt stops and pull over to a safe, low-visibility area if conditions worsen. Pulling over completely off the highway and turning off all lights is strongly recommended, as other drivers might mistake a vehicle’s hazard lights for a moving car, creating a further hazard.
Road Conditions and Areas Affected
According to the NMDOT, the most affected highways will be in the southern, southwestern, and western parts of New Mexico. Areas such as I-10, which runs through Las Cruces and connects New Mexico with Arizona, are at particular risk for visibility issues due to the intense dust storms expected to form along these routes. Highways such as I-25 and US Route 54 are also expected to experience high wind gusts, especially in open country areas with little shelter from the wind.
I-10 will see strong crosswinds, and desert highways will be highly susceptible to blowing dust. Travelers may experience visibility drops that could make travel nearly impossible in some areas.
I-25 will experience similar conditions, with dust storms likely affecting the southernmost stretches of the highway, where vehicles are at the greatest risk of being blown off course.
US-54 is also flagged as a high-risk route, particularly the stretch through Tularosa and surrounding desert areas.
Travel Tips for Drivers in Southern New Mexico
With high winds and blowing dust expected to impact travel through southern New Mexico, the NMDOT has provided the following travel advisory tips:
Before Departure: Check road conditions and NMDOT updates on nmroads.com or dial 511 for the latest travel alerts. Consider postponing travel, particularly if you drive a high-profile vehicle.
While Driving:
Slow down when you feel your vehicle being affected by wind gusts.
Be especially cautious around semi-trucks and buses, as these vehicles are more susceptible to strong crosswinds.
Keep a safe distance from other vehicles, as sudden dust clouds can cause abrupt stops or accidents.
Pull off the road if conditions become hazardous, but do not stop under overpasses or on the side of bridges where winds may be more intense.
If Blowing Dust Hits:
Turn off your vehicle’s lights and stay in the car with your seatbelt fastened until the dust storm clears.
Do not drive into or through a dust storm. If you encounter a storm, immediately find a safe pull-off area.
Real-time Resources and Road Condition Updates
For the latest updates on road conditions, closures, and travel advisories, travelers should rely on official NMDOT sources:
NM Roads Website: The NMDOT’s official website, nmroads.com, provides real-time road condition reports, including current travel advisories, weather conditions, and live traffic cameras for major highways throughout the state.
511 System: The 511 travel information system is available to help drivers get the most up-to-date conditions, including closures and detours.
National Weather Service: For weather updates and high-wind warnings, travelers should monitor the National Weather Service’s alerts for southern New Mexico.
Conclusion: Stay Safe and Plan Ahead
In conclusion, the NMDOT’s travel advisory for southern New Mexico highlights the seriousness of the expected high winds and blowing dust in the coming days. Drivers must take immediate precautions to ensure their safety when traveling in the region. Given the dangerous combination of high winds and dust storms, the NMDOT urges travelers to exercise extreme caution, reduce speeds, and stay updated on conditions via official channels.
For those who must travel, be aware that visibility may fluctuate dramatically, and sudden gusts of wind could cause vehicles to lose control. By heeding the NMDOT’s advice, travelers can ensure that they remain as safe as possible under these challenging conditions.
As southern New Mexico braces for severe weather, travelers are reminded that safety is paramount, and those planning trips should be prepared to adjust their plans if conditions worsen.
Google Ads is rolling out a feature that lets advertisers calculate conversion value for new customers based on a target return on ad spend (ROAS), automatically generating a suggested value instead of relying on manual estimates.
The update is designed for campaigns using new customer acquisition goals, where advertisers want to bid more aggressively to attract first-time buyers.
How it works. Advertisers enter their desired ROAS target for new customers, and Google Ads proposes a conversion value aligned with that goal. The system removes some of the guesswork involved in estimating how much a new customer should be worth in bidding models.
The feature doesn’t yet adjust dynamically at the auction, campaign, or product level. Advertisers still apply the value at a broader setting rather than letting the system vary bids based on context.
Why we care. Assigning the right value to a new customer is a weak spot in performance bidding. Many advertisers manually set a flat value that doesn’t always reflect profitability or long-term goals.
By tying suggested conversion values to a target ROAS, advertisers can now optimise towards a more strategy-driven bidding, potentially improving how acquisition campaigns balance growth and efficiency.
What advertisers are saying. Early reactions suggest the feature is a meaningful improvement over static manual inputs. Founder of Savvy Revenue, Andrew Lolk argues the next step would be auction-level intelligence that adjusts values depending on campaign or product performance.
What to watch. If Google expands the feature to support more granular adjustments, it could further reshape how advertisers structure acquisition strategies and value lifetime customer growth.
For now, the tool offers a more structured way to calculate new customer value.
First seen. This update was first spotted by Founder and Digital Marketer Andrew Lolk who showed the new setting on LinkedIn.
The numbers suggest that Anthropic's Super Bowl commercials, combined with Anthropic's recent release of its new Opus 4.6 model, worked to drive attention to Claude's app and its key differentiator from ChatGPT.
For a long time, PPC performance conversations inside agencies have centered on bidding – manual versus automated, Target CPA versus Maximize Conversions, incrementality debates, budget pacing and efficiency thresholds.
But in 2026, that focus is increasingly misplaced. Across Google Ads, Meta Ads, and other major platforms, bidding has largely been solved by automation.
What’s now holding performance back in most accounts isn’t how bids are set, but the quality, volume, and diversity of creative being fed into those systems. Recent platform updates, particularly Meta’s Andromeda system, make this shift impossible to ignore.
Bidding has been commoditized by automation
Most advertisers today are using broadly similar bidding frameworks.
Google Smart Bidding uses real-time signals across device, location, behavior, and intent that humans can’t practically manage at scale. Meta’s delivery system works in much the same way, optimizing toward predicted outcomes rather than static audience definitions.
In practice, this means most advertisers are now competing with broadly the same optimization engines.
Google has been clear that Smart Bidding evaluates millions of contextual signals per auction to optimize toward conversion outcomes. Meta has likewise stated that its ad system prioritizes predicted action rates and ad quality over manual bid manipulation.
The implication is simple. If most advertisers are using the same optimization engines, bidding is no longer a sustainable competitive advantage. It’s table stakes.
What differentiates performance now is what you give those algorithms to work with – and the most influential input is creative.
Andromeda makes creative a delivery gate
Meta’s Andromeda update is the clearest evidence yet that creative is no longer just a performance lever. It’s now a delivery prerequisite. This matters because it changes what gets shown, not just what performs best once shown.
Meta published a technical deep dive explaining Andromeda, its next-generation ads retrieval and ranking system, which fundamentally changes how ads are selected.
Instead of evaluating every eligible ad equally, Meta now filters and ranks ads earlier in the process using AI models trained heavily on creative signals, improving ad quality by more than 8% while increasing retrieval efficiency.
What this means in practice is critical for marketers. Ads that don’t generate strong engagement signals may never meaningfully enter the auction, regardless of targeting, budget, or bid strategy.
If your creative doesn’t perform, the platform doesn’t just charge you more. It limits your reach altogether.
Creative is now the primary optimization input on Meta
Meta has repeatedly stated that creative quality is one of the strongest drivers of auction outcomes.
In its own advertiser guidance, Meta highlights creative as a core factor in delivery efficiency and cost control. Independent analysis has reached the same conclusion.
A widely cited Meta partnered study showed that campaigns using a higher volume of creative variants saw a 34% reduction in cost per acquisition, despite lower impression volume.
The reason is straightforward. More creative gives the system more signals. More signals improve matching. Better matching improves outcomes.
Andromeda accelerates this effect by learning faster and filtering harder. This is why many advertisers are experiencing plateaus even with stable bidding and budgets. Their creative inputs are not keeping pace with the system’s learning requirements.
While Google has not branded its changes as dramatically as Meta, the direction is the same. Performance Max, Demand Gen, Responsive Search Ads, and YouTube Shorts all rely heavily on creative assets to unlock inventory.
Google has explicitly stated that asset quality and diversity influence campaign performance. Accounts with limited creative assets consistently underperform those with strong asset coverage, even when bidding strategies and budgets are otherwise identical.
Google has reinforced this by introducing creative-focused tools such as Asset Studio and Performance Max experiments that allow advertisers to test creative variants directly. As with Meta, the algorithm can only optimize what it is given.
Strong creative expands reach and efficiency. Weak creative constrains both.
Many agencies are seeing the same pattern across accounts. Performance improves after structural fixes or bidding changes. Then it flattens.
Scaling spend leads to diminishing returns. The instinct is often to revisit bids or efficiency targets. But in most cases, the real constraint is creative fatigue.
Audiences have seen the same hooks, visuals, and messages too many times. Engagement drops. Estimated action rates fall. Delivery becomes more expensive.
This isn’t a platform issue. It’s a creative cadence issue. Creative testing is the missing optimization lever in mature accounts.
Most agencies are structurally set up to optimize bids, budgets, and structure faster than they can produce new creative.
Creative takes time. It requires strategy, copy, design, video, approvals, and iteration. Many retainers still treat creative as a one-off or an add-on rather than a core performance input. The result is predictable. Accounts are technically sound but creatively starved.
If your account has had the same core ads running for three months or more, performance is almost certainly being limited by creative volume, not optimization skill.
High-performing accounts today look messy on the surface with dozens of ads, multiple hooks, frequent refreshes, and constant testing. That isn’t inefficiency. That’s how modern PPC works.
Creative testing is a process, not a campaign
One of the biggest mistakes agencies make is treating creative testing as episodic. Launch new ads. Wait four weeks. Review results. Declare winners and losers. That approach is too slow for how fast platforms learn and audiences fatigue.
High-performing teams treat creative like a product roadmap. There’s always something new in development. Always something learning. Always something being retired.
Effective creative testing focuses on one variable at a time: hook, opening line, visual style, offer framing, social proof, or call to action.
It’s not about finding “the best ad.” It’s about building a library of messages the algorithm can deploy to the right people at the right time.
Once you accept that creative is the constraint, the operational implications are unavoidable. If creative is the main constraint, agency processes need to change.
Creative should be planned alongside media, not after it. Retainers should include ongoing creative production, not just optimization time. Testing frameworks should be explicit and documented.
At a minimum, agencies should be asking:
How often are we refreshing creative by platform?
Are we testing new hooks or just new designs?
Do we have enough volume for the algorithm to learn?
Are we feeding performance insights back into creative strategy?
The best agencies now operate closer to content studios than optimization factories. That’s where the value is.
Creative is the performance lever
Bidding, tracking, and structure still matter. But in 2026, those are table stakes.
If your PPC performance is stuck, the answer is rarely another bidding tweak. It’s almost always better creative. More of it. Faster iteration. Smarter testing.
The platforms have told us this. The data supports it. The accounts prove it.
Creative is no longer a nice-to-have. It’s the performance lever. The agencies that recognize that will be the ones that continue to grow.
For years, the gold standard in Search ads was granularity. Advertisers built elaborate, multi-layered campaigns to cover every variable, from match types to device bids…
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