GoSocial, 84 Cathedral Road, Cardiff (2026)

31/07/2026

Your Reports Have Been Lying To You Since March

If your Meta ads reporting has looked shaky since the spring and you couldn't quite explain why, here's the answer.

Back in March, Meta reclassified how certain conversions get attributed. Conversions that used to count as click-through are now being counted as engage-through instead. Same customer, same purchase, different column in your reporting.

This isn't a small technical footnote. Click-through and engage-through conversions tell you different stories about how someone actually found you. Blend them together silently, and your cost-per-click efficiency looks worse than it is, while your true engagement-driven wins get buried in a metric that doesn't separate them out.

Most advertisers haven't caught this because the dashboard still looks normal. Numbers moved, but nothing flagged the move.

If your CPA has crept up since March with no obvious cause, check how your conversions are being classified before you touch targeting, budgets, or creative. You might not have a performance problem. You might have a reporting problem wearing a performance problem's clothes.

Want a proper audit of what's actually happening in your account? gosocialgb.com/qualification/

29/07/2026

145 Qualified Leads At 93p Each: How One Of Many Fixed A Broken Funnel In 30 Days

One of Many had what most businesses would call a good problem. A strong brand. A proven coaching programme. Genuine demand from women looking to grow and lead.

What they didn't have was a system.

No lead qualification process. No consistent monthly lead flow. No automated follow-up once someone showed interest. Ad spend was going out, but nobody could say with confidence who was coming in, or whether they were the right fit.

We built a two-funnel system across Meta and Google. A quiz-based scorecard funnel that qualified people before a single call was booked. A monthly webinar funnel, run at £5 per registration, giving cold and warm audiences a reason to engage properly with the programme. Behind both, an automated SMS and email nurture sequence that kept leads warm without anyone manually chasing them.

The result: 145 leads generated at £0.93 per lead, webinar registrations at £5 each, and a 27% attendance rate once people signed up.

The team at One of Many noted the work went beyond the ads themselves, touching their landing page and follow-up sequences too, and that cost per lead has continued to drop as a result.

The lesson isn't "run more ads." It's that cost drops and quality improves once the entry point, the qualification, and the follow-up are all built to work together.

Want a system like this for your business? gosocialgb.com/qualification/

27/07/2026

Stop Paying An Agency To Guess What's Working In Your Ads Account

Most agencies hide behind jargon because clarity is uncomfortable when the results aren't there.

We built Go Social the opposite way.

One simple monthly fee. No long contracts locking you in past the point it's working for you. No surprise add-ons landing on an invoice three months in.

We've managed millions in ad spend across Google and Meta. That means we know the difference between a campaign that's genuinely stalled and one that just needs another two weeks of data. We know what scales and where the ceiling actually is, not where an algorithm says it should be.

Every client gets clear reporting. Not a wall of metrics designed to look impressive. A straight answer to two questions: what's working, and what happens next.

If you're planning your next campaign and want traffic that's actually ready to buy or enquire, that's the conversation worth having.

Book a free call with one of our PPC specialists. gosocialgb.com/qualification/

24/07/2026

Google Just Admitted Your Lead Gen Campaigns Have Been Optimising For The Wrong Thing

If you run lead generation campaigns on Target CPA, Google has quietly acknowledged a problem you've probably felt for years.

Your bidding has been optimising for the form fill. Not the sale. Not the qualified lead. Just the moment someone submitted a form, regardless of what happened after.

Google's new feature, Journey-Aware Bidding, is now in beta for Search campaigns using Target CPA. It learns from your full set of conversion goals, not just the one you're bidding to. For anyone running a complex sales cycle- quote requests, consultations, multi-step qualification- this closes a real gap. Your bidding strategy can finally learn from what actually turns into revenue, not just what fills a form.

Here's the catch. This only works if your account already tracks the full journey. Offline conversions, CRM data, deal stages fed back into Google Ads. Without that data, the beta has nothing to learn from and won't improve your results.

If you've been meaning to set up offline conversion tracking and kept putting it off, this is the reason to stop.

Want help getting your account ready for this? gosocialgb.com/qualification/

23/07/2026

Your Ad Schedule Is Lying To You About How Much You're Spending

If you run ads Monday to Friday only, you've probably assumed your schedule controls how much you spend each day. That assumption changed on June 1st, and most advertisers haven't noticed yet.

Here's what used to happen. Google paced your budget based on your active days. Five-day schedule, budget spread across those five days, roughly 21.7 times your daily budget as a monthly ceiling.

Here's what happens now. Google paces toward your full monthly limit, 30.4 times your daily budget, whether your ads run five days or seven. The system is trying to hit a number built for a full month, even though your schedule only gives it five days to spend it in.

The result is budget arriving faster and heavier on the days you are live, because Google is compressing a month's worth of intended spend into fewer active days.

If you manage a limited-schedule account and haven't checked your daily spend against your budget in the last few weeks, do it today. Compare actual daily spend to what you'd expect under the old pacing model. If it's running high, your monthly budget cap may need adjusting downward to compensate.

Small technical change. Real effect on your numbers if you're not watching for it.

Want a second pair of eyes on your account? gosocialgb.com/qualification/

21/07/2026

The reason your best new ad never gets tested properly, and the fix.

Every media buyer knows this problem. You launch a new creative into an existing ad set. It never gets real spend because the older, proven ad keeps winning the auction. So you duplicate the whole ad set just to force a fair test, and reset the learning phase in the process.

Meta just gave you a better option.

"Push Delivery to This Ad" is a manual delivery override now rolling out across most ad accounts. It lets you push budget directly to a specific ad inside an existing ad set, without duplicating anything and without resetting learning.

Here's how to use it. When you launch a new creative, push delivery to it for a few days so it actually gets seen, rather than sitting starved of impressions behind your best performer. Let it earn its place in the auction properly. For time-boxed promotions, push delivery to the promo creative for the campaign window, then release it once the promotion ends.

This fixes one of the oldest frustrations in Meta ads. Good creative dying quietly because it never got a chance, not because it wasn't good enough.

If you're still duplicating ad sets to test new ads, it's worth changing that process now.

Want help getting more out of your Meta ads account? gosocialgb.com/qualification/

17/07/2026

50x ROAS from a first-ever Meta ads campaign. Here's exactly how.

Rapid Vans had no Meta ads presence, no lead capture flow, no CRM, and no predictable pipeline. New enquiries came from word of mouth. Growth was inconsistent because nothing was consistently driving it.

We built a straightforward Meta ads funnel around their strongest offers, targeting people actively looking for van leasing and commercial vehicle solutions. Leads flowed directly from the ads into their CRM, so there was zero gap between someone showing interest and a salesperson picking up the phone.

The real multiplier wasn't the ad creative. It was speed. Rapid Vans called every lead within minutes of it coming in. Combine that with genuinely qualified traffic, and a low cost per lead turns into serious return.

The result: leads at £2-£3 each, with over 50x return on ad spend. Meta became their primary lead source, and one they could actually plan and scale around.

The lesson here isn't complicated. A high ROAS doesn't need a complex strategy. It needs a clean offer, the right audience, and a follow-up process that matches the speed of the ads.

Want a lead system that works this well for your business? gosocialgb.com/qualification/

15/07/2026

Meta Ads — Off-platform activity opt-out is going away

Meta is retiring a privacy control that's been around for years. Starting this month, the "Your activity off Meta technologies" opt-out disappears.

Here's what it did. It lets people disconnect their off-platform activity, the stuff your Pixel and Conversions API send Meta, from their Meta account. Once that opt-out goes, everyone who had switched it on re-enters the signal pool.

Meta says no new data is being collected. This is about how existing data gets used, not what's gathered. But for advertisers, the practical effect is real. Retargeting audiences that had shrunk due to opt-outs should widen. Lookalike quality should improve too, since the underlying signal pool just got bigger.

One thing worth being careful about. This is Meta handing every account a boost at once, not something your account specifically earned. If reach or match quality ticks up after the rollout, don't credit it to your own optimisation work. Everyone gets the same lift.

Practical move: keep an eye on CPMs, reach, and conversion rates on your retargeting and Lookalike campaigns from August onward, once the rollout has fully landed. That's when you'll see the real shift in the data.

Want a read on how this affects your account specifically? gosocialgb.com/qualification/

10/07/2026

Google is about to show users whether your ad creative was made with AI.

A new "How this ad was made" panel is rolling out globally across Search, YouTube, and Discover. Users can access it from the three-dot menu or the info icon on any ad, and it'll show whether that ad was created or edited using AI.

Here's how disclosure works depending on your setup. If you're using Google's own generative AI ad tools, the disclosure gets added automatically in My Ad Centre. If you're using third-party AI tools, you control whether to disclose it, though, depending on your market, an AI label may still appear directly on the ad.

Worth being clear on what hasn't changed. Google's existing ad policies still prohibit misleading or deceptive ads, AI-made or not. This update adds visibility into how an ad was built. It doesn't loosen the rules around who you are and what you're promoting.

Practical example: an e-commerce client using AI to generate product imagery or ad copy variations will now have that flagged in the panel, visible to any user who checks. If your creative process leans on AI tools, it's worth knowing that transparency, not just compliance, is now part of the picture.

Take a look at how you're currently disclosing AI use across your ad accounts, especially if you manage multiple markets with different local requirements.

Not sure where your account stands on this? gosocialgb.com

07/07/2026

Google Ads passkeys required from July 15

From July 15th, Google Ads will require a passkey to complete certain sensitive account actions.

This doesn't touch every login. It targets the high-risk stuff: adding new users, changing billing details, updating account links, changing who has access.

Worth understanding why now. Account hijacking has spiked over the past year, and the pattern is consistent. It starts with access, not campaign strategy. A fabricated client inquiry, a fake invitation email, a compromised login, and suddenly someone else is inside the account making changes.

Two timing details matter if you're setting this up. A new passkey takes one to two days to pair with Google Ads. It may also carry a seven-day security delay before it can be used for sensitive actions. Set one up now, not the week you actually need to add a user or update billing.

Check where your account stands. Go to Access and Security in the Admin menu, and the Passkey status column shows who's covered and who isn't.

For agencies managing several accounts, the full hierarchy view makes this a five-minute check.

Questions about what this means for your account? gosocialgb.com/qualification

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