Mert
Head of Performance, Digital PeaxMert is Head of Performance at Digital Peax. He runs paid media across every major platform, from Google and Meta to TikTok. He came up through fintech before moving into performance marketing, and he still treats a media budget the way a bank treats a loan book: tracked line by line, never averaged away. Every campaign has to justify its own spend.
- Paid media across Google, Meta & TikTok
- Budget planning & ROAS management
- Performance marketing strategy
- Attribution & performance reporting
AI Max lands on September 1, and the two migration paths are not the same
Google confirmed the auto-upgrade runs September 1 to 30, and creating new broad match or auto-created asset setups has been blocked since August 3. The two cohorts land on different defaults, and only one of them gets a system rewriting ad copy every 48 hours. Where to spend your audit time.
PerformanceGoogle is enforcing your CPA targets now, and your best campaigns are the exposed ones
Since August 17, budget-limited campaigns on Target CPA or Target ROAS deliver toward the target instead of beating it. Google will not adjust anything for you. How to build the at-risk list, and how to choose between locking in efficiency and buying volume.
PerformanceSearch campaigns move to AI Max on Sept 1
Any Search campaign running automatically created assets or campaign-level broad match gets upgraded to AI Max on September 1, whether you asked or not. Which campaigns are in scope, what changes per trigger, and the audit to run before the date.
PerformanceRunning Performance Max and Advantage+ without losing control
AI now handles targeting, bidding, and placements across Google and Meta. That does not make the marketer redundant; it moves the job to feeding the machine better inputs and fencing in where it can spend. How we keep agentic campaigns honest.
AnalyticsWhy your ROAS is lying to you, and how to fix attribution
Last-click quietly misallocates your budget. A practical walk through multi-touch attribution and incrementality, with the holdout tests we use to find what spend is actually driving growth.
PerformanceChatGPT Ads: an early field report
What we learned spending real budget on one of the newest ad surfaces: how you buy it, what OpenAI will and will not show you, and whether it pays yet.
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