Why it’s not Google’s fault when your campaign flops

When campaigns underperform, it’s tempting to point at the platform. But the reality is usually less technical and more structural, with issues rooted in planning, creative and how well the work reflects real audience behaviour.

Our managing director for Performance Andrew Platt explains why platforms like Google, Meta and TikTok are often wrongly blamed, how fragmented attention has broken traditional campaign frameworks, and why weak creative and disconnected workflows are the real causes of inconsistent performance. He also outlines why clearer signals, stronger alignment and behaviour-first thinking are now essential to driving results.

Read the full article on Decision Marketing.