Paid media
Why incrementality has replaced ROAS as the measure that matters
Finance is now asking a different question, and incrementality is the only lens that answers it.
Upp.ai insights team
26 Aug 20261 min read
Upp.ai insights team
Editorial
Research and analysis from the team behind the Upp.ai platform, covering paid media, measurement and AI execution.
Articles by Upp.ai insights team
Paid media
What is Microsoft PMax, and how is it different from Google's?
The same automation concept as Google's, with different inventory, less signal and its own pacing. Where the two differ and why they should be managed separately.
Upp.ai insights team
24 Aug 20261 min read
Google Ads
Google AI Max auto-upgrade: what changes on 1 September
Two Search features move into AI Max automatically between 1 and 30 September. What changes, which defaults switch on, and the checklist to run before the window opens.
Upp.ai insights team
18 Aug 20264 min read
Paid media
Why the paid media market moves faster than teams can react
53% of PPC professionals say the job is harder than it was two years ago. The reason is not a skills gap: purchase intent now forms across more surfaces than any team can watch.
Upp.ai insights team
14 Aug 20262 min read
AI search
Answer engines don't click: what AEO and GEO mean for paid media
In two years, answer engine optimisation (AEO) and generative engine optimisation (GEO) have gone from SEO jargon to the fastest-rising discipline in search. The demand your campaigns bid on is increasingly read, and answered, by a model first. Here is what the answer layer means for paid media, and for the money behind it.
Upp.ai insights team
30 Jul 20269 min read
Paid media
The 17 August bidding audit: is your outperformance strategy, or drift?
From 17 August, budget-limited campaigns on Target CPA and Target ROAS will deliver the number you typed, not the number you got used to. More configuration work has just landed on every media team. The winners will treat it as strategy.
Upp.ai insights team
13 Jul 20269 min read
Paid media
The State of PPC 2026: control is now the scarcest resource in paid media
Global ad spend crossed $1 trillion in 2025. The 1,306 professionals behind the industry's largest survey say the work has never been harder to control, or to prove. Here is what the data actually says, and what the strongest teams are doing about it.
Upp.ai insights team
9 Jul 20266 min read