Digital advertising continues to evolve, and businesses using Meta platforms like Facebook and Instagram should be aware of a new update that may slightly increase advertising costs in some markets. Meta recently announced it will introduce small location-based fees on certain advertising campaigns in Europe.

While this change may sound concerning at first, it is important to understand that the increase is not simply a platform price rise. Instead, it reflects government taxes applied to large technology companies operating in those regions. Understanding the reason behind the change helps businesses plan their advertising budgets more effectively and continue running successful campaigns.

A New Location-Based Fee on Meta Ads

Meta has announced that it will begin applying a small “location fee” to advertisements shown in certain countries. These additional charges will range between 2% and 5% of ad spend, depending on the country where the audience viewing the ad is located.

For example, ads delivered to users in the United Kingdom will include a 2% fee, while campaigns targeting audiences in France, Italy, and Spain will include around 3%, and Austria and Turkey could see fees of up to 5%.

Importantly, the fee is based on where the audience is located, not where the advertiser’s business operates. This means that even companies outside these countries could see the surcharge if their ads target users in those regions.

Why Governments Are Introducing Digital Services Taxes

Many governments have introduced Digital Services Taxes (DSTs) to ensure that large global technology companies contribute tax revenue in the countries where they generate significant income. These taxes typically apply to revenue generated from digital advertising, social media platforms, and online marketplaces.

Because companies like Meta generate advertising revenue from users worldwide, governments have introduced these taxes to capture a portion of that revenue locally. In response, Meta has decided to pass on a small portion of those costs to advertisers instead of continuing to absorb them internally.

What This Means for Businesses Running Ads

For most advertisers, the change will result in only a modest increase in campaign costs. However, it highlights the importance of regularly reviewing advertising strategies and budgets as the digital landscape continues to evolve.

The good news is that Meta advertising remains one of the most powerful and cost-effective ways for businesses to reach highly targeted audiences online. With the right campaign strategy, strong creative, and careful audience targeting, businesses can continue to generate strong returns on their advertising investment despite these small adjustments.

Staying informed about platform updates like this ensures businesses can plan ahead, maintain transparency with stakeholders, and continue making smart decisions when investing in digital marketing.

The February Open Event for the Leiths School of Food and Wine marked a key moment in the recruitment cycle for the newly evolved Culinary Diploma. With the course redesigned to offer greater flexibility, affordability, and choice for aspiring chefs, the objective for this year’s marketing activity was clear: reach a wider audience and convert interest into meaningful engagement.

Working closely with Leiths, Intelligency Group led the paid media strategy to maximise visibility for the Open Event and drive high-quality registrations. The results demonstrated strong demand for the programme and significant improvements in campaign efficiency compared to previous years.

Strong Attendance from High-Intent Audiences

The February campaign generated hundreds of leads, resulting in record attendance for the Open Event and achieving a lead-to-attendee conversion rate of 37.82%. This represents a substantial improvement on the previous year and highlights a growing level of commitment among prospective students who registered to learn more about the diploma.

Over the last year, we have consistently observed the same registration pattern across our open days. Interest typically builds gradually during the early weeks of promotion before accelerating sharply in the days leading up to the event. The most significant spike in registrations usually occurs three to five days before the event, highlighting the impact that proximity and urgency have on prospective students’ decision-making.

Based on this insight, we have sought to optimise our budget allocation for each open day this year by concentrating spend closer to the event date, when audiences are most likely to convert. As a result, the majority of investment was placed in the final two weeks of promotion, aligning activity with the period of highest conversion efficiency and ultimately contributing to the results achieved.

Google Ads: The Standout Channel

Across the campaign, Google Ads emerged as the most effective paid acquisition channel. The platform generated record numbers of leads and attendees, delivering the highest conversion rate of 43.43% among all marketing channels.

This performance underscores the strength of search-based marketing in reaching audiences actively researching culinary education and career pathways. By capturing users already demonstrating intent, such as those searching for professional cooking courses or culinary diplomas, Google enabled the campaign to reach potential students at the most decisive stage of their decision-making journey.

Overall, the campaign maintained a strong blended cost per lead of £22.77, demonstrating that high-quality engagement could be achieved even with a modest budget and limited flight time.

A Clear Year-on-Year Improvement

When compared to February 2025, the campaign delivered significantly stronger outcomes despite similar lead volumes. Attendance increased and our lead-to-attendee conversion rate rose from +14%pp.

At the same time, marketing efficiency improved, with both cost per lead and cost per attendee decreasing compared to the previous year.

From October–February 2025/26, a total ad spend saw increased ROAS from 15.32 to 27.81 (81.5% improvement compared to the same October–February period in 2024/25), driven by our optimisation of audiences and keywords, alongside leveraging warm audiences and activating new cold audiences.

Supporting the Next Generation of Chefs

With the Culinary Diploma now offering greater flexibility, more accessible pricing, and new finance options, the programme is opening the door to a broader audience of aspiring chefs.

The success of the February Open Event demonstrates how a focused paid media strategy, particularly through high-intent platforms like Google, can effectively connect prospective students with one of the world’s most respected culinary schools.

For Intelligency and Leiths alike, the event represents a strong foundation for continued growth throughout the recruitment cycle. 

Google has quietly updated its Google Ads support contact form to include a mandatory checkbox that advertisers must tick before submitting a help request, and that box gives Google the right to make actual changes inside your ad account. The update was first spotted on social media by PPC specialist Arpan Banerjee and reported by Search Engine Roundtable. The wording says you authorise a “Google Ads specialist on behalf of your company to make the changes above directly to your company’s Google Ads account to reproduce and troubleshoot the issue.” But crucially, it also clarifies that any such changes are undertaken at your own risk and that Google doesn’t guarantee any particular outcome.

Why This Matters to Marketers

This tweak effectively forces advertisers to permit Google to touch live campaigns before receiving human support. Without checking the box, you cannot submit a support request at all, so advertisers now face a trade-off between getting help and maintaining full control over their account settings. The fine print makes it clear that any negative impact on campaign performance or spend is the advertiser’s responsibility, not Google’s.

Industry reaction has been mixed. Some view it as a troubling shift toward less control and more risk for advertisers, while others point out (as Google’s Ads Liaison did on X/Twitter) that this practice has been in place for years, with advertisers already requesting changes from support.

How Advertisers Should Approach It

For PPC managers and business owners, this change underscores the importance of precise problem descriptions and careful monitoring. When submitting a support request under this new system, it’s wise to:

• Document your current account settings and performance before you submit anything.
• Write very specific issue descriptions so the scope of authorised changes is clear.
• Monitor changes closely after support interaction to catch unintended impacts quickly.

The update also highlights the value of exploring alternatives like Google’s help documents, community forums, or working with certified partners who can navigate support channels.

The formula for creating ads that convert

Knowing your target audience

Understanding the audience is a key part of creating ads that convert. After all, the audience is who you are trying to persuade. Knowing who they are allows you to anticipate what they like. When you understand your audience, it allows you to tailor:

• The language and tone
• Pain point and values, i.e. convenience, saving money, health
• Visual design elements

Creative output is rooted in an understanding of your brand and what the audience wants. The audience ultimately guides elements like colour, format, style, or the platform it will be used on. Understanding the audience better allows businesses to cater to them.

Creating for the audience’s needs or motivations increases the chances of viewers clicking the ad, remembering your brand or converting, whether that be enquiring, signing up, subscribing or buying from your business.

Staying true to your brand

When creating advertising assets, it is fundamental that they resonate with the intended audience. Ads that consistently use the same colours, fonts, and visual style help audiences recognise a brand instantly, often without needing to see the logo.

Brands such as McDonald’s, John Deere, and Barbie are immediately identifiable through their distinctive colours, shapes, and styles alone. Staying on brand reinforces a company’s values and personality, and helps clearly position it within the market, building long-term recognition and trust.

Targeting the right audiences across channels

Channel selection is just as integral to creating stand-out ad campaigns as the design aspect. Audiences use platforms in different ways, and understanding where and why they spend their time allows brands to position ad campaigns effectively and maximise opportunities to reach the right people.

Appropriately adapting content to suit different platforms creates a greater opportunity for success. Reaching the right people increases engagement, improves conversion rates, and reduces wasted ad spend. It also creates a more cohesive customer journey, as audiences encounter consistent messaging across multiple touchpoints, reinforcing brand recognition and trust.

Standing out in an oversaturated market

In an increasingly competitive and oversaturated advertising landscape, creating content that is distinctive is essential for differentiating from competitors. Attention spans decreasing is a factor which marketers have to contend with, producing content that grips the attention immediately, rather than expecting the viewer to be interested.

Standing out doesn’t mean being disruptive or loud, but being more meaningful and intentional with ad creation. Whether it’s offering value through a piece of user-generated content, or finding a way to entertain, creating an emotional connection, or problem-solving for a persons potential problem. It cuts through the noise of the advertising space, leaving a continuous and lasting impression.

Some of the strongest methods for creating converting campaigns include:

• Distinct, bold or contrasting visuals
• Appealing to emotion, whether that be happiness, humour, or frustration
• Personalisation, creating content that fits the landscape it’s in
• Storytelling can help shape a narrative that grips the viewer
• Authenticity through real-life experiences, which could be behind-the-scenes or user-generated content
• Creating a call to action that feels like a natural next step, that can effectively disrupt a swiping journey

In conclusion, creating effective ads on oversaturated platforms requires a strong understanding of the audience, a consistent and recognisable brand identity, and thoughtful channel selection. When these elements work together with purposeful creativity, ads are more likely to cut through the noise, engage audiences, and drive meaningful results.

In 2025, advertisers on Instagram shifted most of their spending into Reels — the short, vertical video format you scroll through. New data shows that Reels has become the main place where ads appear on Instagram, overtaking traditional posts in the main feed.

Reels Became the Biggest Spot for Ads

For the first time, more than half of Instagram’s ads ran inside Reels in 2025. That’s a big jump from the previous year. In simple terms, if you saw an ad on Instagram this year, it was more likely to appear between short videos than in your main photo feed.

This shift reflects how people now use the app. Instagram is no longer just about polished photos — it’s increasingly about fast, entertaining video.

Users Are Spending More Time Watching Reels

One of the main reasons for this change is the time spent. People are spending a larger share of their Instagram time watching Reels compared to previous years. When users spend more time in one part of an app, advertisers naturally follow.

It’s similar to moving a billboard to a busier road. Brands want their ads where the most people are looking. Positioning content on reels ensures exposure to ads.

Why Advertisers Are Moving to Reels

Short-form video has become one of the most popular types of content across social media. Reels is Instagram’s answer to this trend, and it’s where attention is strongest.

Advertisers don’t just choose placements randomly — they follow audience behaviour. Since Reels keeps people scrolling for longer, it has become the priority placement for brands.

Overall, this marks a major shift in how Instagram works. The platform is increasingly built around video, and advertising strategies are evolving to match how people actually use the app today.

Google’s Performance Max campaigns are often positioned as an easy, all‑in‑one solution for advertisers. The promise is simple: hand control to Google’s automation and let the platform find conversions across Search, Shopping, Display, YouTube, Gmail and Discover. While this can work well for some accounts, many advertisers discover that Performance Max delivers disappointing results when used too early.

Automation Without Strategy Is Risky

From a marketing perspective, Performance Max relies heavily on historical data to make smart decisions. New accounts usually don’t have that data. When automation is switched on without a solid foundation, Google is forced to “learn” using limited signals, which often leads to budget being spread too widely across low‑intent placements.

Google reps frequently recommend Performance Max because it aligns with Google’s product roadmap, not because it is always the best strategic choice for your business. They don’t have deep insight into your margins, customer journey, or cost‑per‑lead targets. Without a clear strategy underneath, automation can amplify inefficiencies rather than fix them.

The Transparency Problem

One of the biggest challenges with Performance Max is visibility. Unlike standard Search or Shopping campaigns, you don’t get clear reporting on keywords, placements, or which channels are driving performance. This lack of transparency makes it difficult to optimise from a marketing standpoint.

For clients, this often feels like paying for results without understanding what’s working. When performance dips, there are fewer levers to pull and fewer insights to guide improvements. That’s especially problematic for newer advertisers who need learning and clarity, not guesswork.

Why Starting Simple Usually Works Better

For most businesses, a smarter approach is to start with high‑intent campaigns first. Standard Search and Shopping campaigns focus on users who are actively looking for your product or service. They provide clean data, clearer performance signals, and far more control.

Once conversion tracking is solid and enough data has been collected, Performance Max can then be introduced as a scaling tool, not a starting point. Used this way, it supports growth instead of draining budget.

Performance Max isn’t bad marketing. It’s just not beginner‑friendly. Building a strong foundation first leads to better results, clearer insights, and more confident decision‑making.

Meta’s latest move towards premium subscriptions across Instagram, Facebook and WhatsApp is one worth close attention. While access to core platform functionality will remain free, Meta is clearly testing how far users and, eventually, brands, are willing to pay for enhanced capabilities. These subscriptions are expected to unlock advanced features, particularly around artificial intelligence, signalling a broader shift from purely ad-funded platforms to hybrid revenue models.

This mirrors a wider trend we’re seeing across technology: platforms are no longer just distribution channels, but product ecosystems. For clients, that raises important questions about where value is created, and how paid layers may change audience behaviour over time.

AI Features as a New Differentiator

A central pillar of Meta’s subscription strategy is AI. Features under trial include tools such as the Vibes video generation app, designed to help users create visual content more quickly and creatively using AI. Meta also plans to integrate technology from Manus, the AI firm it agreed to acquire for a reported $2bn, which specialises in so-called autonomous agents capable of planning and executing tasks with minimal user input.

From a brand perspective, this points to a future where content creation, optimisation and even campaign execution could become faster and more automated. While these tools may initially target consumers and power users, history suggests successful features often trickle into business and advertising products. Clients should be prepared for AI-driven tools to become a competitive advantage rather than a novelty.

What This Means for Advertisers and Audiences

Meta’s experimentation with subscriptions is not new. Ad‑free plans, paid verification and posting limits have already been tested in the UK, US and EU. Collectively, these trials suggest Meta is actively exploring how to balance user experience, regulation and monetisation.

For advertisers, the immediate impact may be limited. However, over time, a growing segment of paid users could mean a more fragmented audience, with different experiences for subscribed versus ad-supported users. Strategically, this reinforces the importance of first-party data, diversified channel strategies and creative that delivers value regardless of platform constraints.

Recent reports suggested that Google might introduce advertising within its Gemini AI chatbot in 2026. Some sources indicated that advertisers were being informed of this potential new channel. However, Google has publicly clarified the situation. According to the Vice President of Global Ads, there are currently no ads in the Gemini app and no immediate plans to introduce them. While speculation spread quickly, the official message confirms that Gemini remains ad-free for the time being.

Context Behind the Misunderstanding
The confusion largely stems from Google’s ongoing experimentation with AI-driven advertising across other platforms. While Gemini itself does not display ads, Google has integrated sponsored content and product recommendations into AI-assisted search experiences. In these cases, users encounter AI-generated summaries alongside relevant advertising. This distinction highlights Google’s cautious approach to monetising AI tools, exploring advertising opportunities without directly embedding ads into every interface.

Implications for Marketing Strategy
For marketers, the clarification is significant. Gemini does not currently represent a new advertising surface, so strategies should not assume an immediate opportunity there. Meanwhile, AI-enhanced search experiences and related integrations continue to expand, providing practical avenues for engaging audiences. Focusing on channels where AI monetisation is actively implemented offers more immediate and measurable results than anticipating speculative placements.

Considering the Future
Although Gemini is ad-free today, it is important to consider Google’s broader business objectives. Operating advanced AI systems involves substantial costs, and advertising is a natural method for offsetting those expenses. While there are no current plans to monetise Gemini directly, this could change as AI tools evolve and user adoption grows.

Strategic Takeaway
Understanding the distinction between speculation and reality allows marketing teams to plan effectively. Remaining informed about where AI-driven advertising is currently viable ensures strategies are grounded, while maintaining flexibility to adapt as new opportunities emerge in this rapidly evolving landscape.

Reports recently surfaced claiming that Google plans to introduce advertising into its Gemini AI chatbot in 2026. For marketers, this immediately raised questions about how Google might monetise AI, and how ads could appear inside conversational tools. Google has since pushed back on those claims.

According to the company, there are currently no ads in Gemini and no confirmed plans to add them.

The speculation began with a report suggesting Google had briefed advertisers on future plans to place ads inside Gemini. If true, this would mark a significant shift, transforming Gemini into a new advertising surface, similar to Search or YouTube.

Given Google’s advertising-first business model, the idea wasn’t hard to believe. AI tools are expensive to run, and marketers are watching closely to see where paid placements may appear next.

What has Google said in response?

Google responded quickly and publicly. Dan Taylor, Google’s Vice President of Global Ads, stated that the report was based on inaccurate information and anonymous sources. He confirmed that Gemini is ad-free today and stated that there are no plans to introduce ads.

Google’s Ads Liaison team backed up that message, reinforcing the company’s stance and aiming to calm concerns across the industry.

Ads are appearing in other AI Experiences

While Gemini itself remains ad-free, Google is already experimenting with ads in other AI-powered areas. Ads currently appear in AI Overviews within Search, and Google has acknowledged testing advertising in its AI Mode.

From a marketing perspective, this matters. It shows Google is actively exploring how ads can fit into AI experiences, just not directly inside Gemini, at least for now.

What should we take from this?

For now, Gemini isn’t an advertising channel. But the bigger picture hasn’t changed. Google is clearly testing where AI and advertising intersect.

Marketers should expect AI-driven ad formats to continue expanding across Search and beyond. Even if Gemini stays ad-free in 2026, the conversation signals what’s coming next, and why staying informed is essential.

As Google continues to integrate generative AI into search, advertisers are learning that familiar rules don’t always apply in new environments. One of the latest clarifications from Google Ads confirms that exact match keywords are not eligible to trigger ads within AI Overviews. While subtle on the surface, this shift has meaningful implications for how campaigns are structured and how brands show up in high-visibility search moments.

Understanding Google’s Update on Exact Match

Google recently confirmed that even if an advertiser is bidding on an exact match keyword identical to a user’s query, that keyword alone will not make an ad eligible to appear within an AI Overview. These AI-generated summaries are designed to respond to broader, more conversational intent, not precision keyword matching.

This marks a departure from how many advertisers traditionally think about control and relevance. Exact match still plays an important role in standard search results, but AI Overviews operate under a different logic, one driven by machine learning and inferred intent.

Why AI Overviews Favour Broader Targeting

AI Overviews are built to answer complex, exploratory questions. To do that effectively, Google relies on broad match keywords and AI-powered campaign types that give its systems flexibility to interpret meaning rather than syntax.

This doesn’t mean Google is removing advertiser control. Instead, control shifts from rigid keyword matching to smarter signals including conversion data, audience behaviour, and strong negative keyword strategies. Advertisers who lean into this approach are better positioned to access AI-driven placements.

What Marketers Should Do Next

For clients, this shift highlights an important evolution in how search works. User behaviour is becoming more intent-driven and conversational, particularly within AI-powered results. Brands that approach this change cautiously but proactively are better positioned to appear where attention is increasingly concentrated within AI-generated answers at the top of the page. By evolving keyword strategy in a controlled, data-led way, advertisers can safeguard results today while preparing for the future of paid search.