Topic
Paid Ads
What is shifting inside Meta, Google and TikTok ads, and where the money actually goes.
- Briefings
- 3
- Latest
- Jun 17, 2026
Meta CPMs are rising into H2. Protect your payback
Meta CPMs are rising into H2. Protect your payback
Meta CPMs climbed double digits in 2025 and Q4 runs hottest. The levers that hold ROAS and CAC when impressions get more expensive, before you cut spend.
Jun 17, 2026 · 6 min read
More from Paid Ads
Meta Advantage+ is the default now. Where your budget moves
Meta Advantage+ is the default now. Where your budget moves
Meta merged manual and Advantage+ into one flow, so AI sets targeting, placements and budget by default. Here is the leak to plug and the lever that still pays.
The move. AI now owns targeting and budget, so the return comes from the two levers you still control: creative and exclusions. A default campaign can quietly leak up to a fifth of budget. Plug that, then feed it varied creative.
Google Ads gave you back three controls. Use them to stop waste
Google Ads gave you back three controls. Use them to stop waste
Performance Max was a black box. In 2026 you can see search terms, block placements account-wide, and add negatives. Here is how each one protects budget.
The move. Three new controls let you stop Performance Max from spending on junk and from buying back your own brand. Turn them on and you recover budget that was leaking straight out the bottom of the funnel.