What’s Working in Digital Marketing Right Now (Especially for Paid Ads)

Leaning into AI, automation, and not fighting it.
The shift is clear: platforms are building around automation and machine learning, and the more you work with it (not against it), the better your results.

Meta – Advantage+ Sales Campaigns.
Lean into broad audiences, advantage plus shopping campaigns and let Meta do its thing – trust me, it does work! Stop trying to use micro interest audiences and consolidate and simplify your campaigns instead.
Tip: Turn off the AI enhancements though, they’ll slap ugly text or weird AI backgrounds over your ads if you’re not careful.

Google – Performance Max Campaigns.
If you’ve been avoiding PMax campaigns, this is your sign to give them a real shot. They’re built to chase conversions and optimise to a CPA or target ROAS goal. This gives you peace of mind that you can achieve profitable results through Google Ads.
Hint: Always run a separate branded Search campaign to capture those valuable brand searches.

Founder-Led Content.
Founder-led content is still booming across pretty much every platform. Pick a platform that feels natural for you and show up there, people trust people, and it’ll seriously lift your engagement and results.

Email List Growth + Automation.
Email isn’t dead it’s thriving when done right. Focus on growing your email list with solid offers (think welcome discounts, freebies, early access), then back it up with automated email flows.

A welcome discount is almost expected now. We recently switched a "10% off" offer to "$20 off your first order" and saw a big spike in redemptions and new customers. Play around with what works best for your audience.

The digital marketing landscape is moving fast and those who adapt, simplify, and embrace automation are the ones seeing real growth. Whether it's letting Meta or Google’s algorithms do the heavy lifting, showing up authentically through founder-led content, or nurturing your audience via smart email strategies, the goal remains the same: work smarter, not harder.

Test, learn, and lean in, because the tools are only getting better, and so can your results.