Paid media articles

Articles on Paid media from the team building Upp.ai.

Upp.ai illustration of a Google Ads bid slider: a muted sphere marked “Actual £5” converging on a glossy purple target handle marked “Target CPA £10”, under a chip reading “Google Ads · 17 August 2026”.

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