Track 03 of 8
Paid acquisition
Setup, structure, and bidding on Meta, Google, TikTok, LinkedIn and the rest.
Intermediate
Paid acquisition
Meta Custom Audiences 2026: Pixel vs CAPI vs List Upload
Under Advantage+ audience, a custom audience you include is a suggestion and a custom audience you exclude is a wall. That one fact reorders every use of website, list, and engagement audiences. What each source feeds, how list uploads and value-based lookalikes actually work now, why exclusions are the highest-leverage setting left, and why all of it depends on event match quality.
Paid acquisition
Target ROAS vs Target CPA: When to Use Which (and When to Use Neither)
Google's own eligibility floors, the 14,584-account dataset showing that targets often cost you performance, and the August 17, 2026 change that makes a target a reservation price instead of an aspiration. When target CPA fits, when target ROAS fits, when maximize conversions or value without a target is the right call, and how to set a target from reconciled revenue rather than from last month's dashboard.
Paid acquisition
Demand Gen Campaigns 2026: Setup, Creative Specs, and What Changed When It Swallowed Video Action and Display
Demand Gen is now where YouTube, Shorts, Discover, Gmail, and the Display Network live in Google Ads. Video action campaigns were folded in during 2025, display follows in 2026, and lookalikes became a suggestion in March. The structure, the channel controls, the creative that works across surfaces, and how to read it against Meta.
Paid acquisition
Meta Advantage+ Sales Campaigns: When to Use Them, When to Run Manual, and What the Incrementality Data Says (2026)
Advantage+ sales campaigns take most Meta ecommerce spend and report a flattering ROAS. Haus's 640 geo tests say they win early, fade by the end of the test, and over-report against manual by 12 points. The split that works: automated harvesting with a budget ceiling, manual prospecting to feed it, and a holdout to price both.
Paid acquisition
Performance Max 2026: The Campaign Structure That Actually Works
Performance Max got the controls it was missing: campaign-level negatives, brand exclusions, search terms, channel reporting, customer-list exclusions. Most accounts still run the 2023 setup. What the data says about brand cannibalization, conversion volume, and asset groups, and the structure to run now.