Your Funnel Is Hiding Wins
🧐 Your ads might be winning. your funnel is hiding it, Google is pushing advertisers toward revenue, not lead volume, and more!
Howdy readers 🥰
In this newsletter, you’ll find:
🧐 Your Ads Might Be Winning. Your Funnel Is Hiding It.
🔍 Google updates search rankings and ad targeting tools
🏆 Ad of the Day
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Together with Modash
The creators you're betting on might be the wrong ones.
Most influencer programs don't fail on execution. They fail on selection. The roster looked right, the content went out, and the numbers still didn't move.
On June 11th, Modash is hosting a free 3-hour session with the brand-side teams behind some of the most closely watched creator programs in the industry.
→ Why the creators who look perfect for your brand are often the worst fit for your launch
→ 3 rules Edelman uses to predict whether a creator will move perception or just move impressions
→ Why your highest-reach creators are often your lowest-trust ones, and what L'Oréal's team does instead
Cadence Melendez, Influencer Marketing at Moroccanoil, Brooks Miller, EVP of Creator Marketing at Edelman, and Eric Ford, formerly Global Communications at L'Oréal, are all on stage.
You’ll walk away knowing exactly which creators on your current roster don't belong there, and how to fix that before your next launch costs you.
Can't make it live? Register anyway, and they'll send you the replay.
🧐 Your Ads Might Be Winning. Your Funnel Is Hiding It.
Outbound clicks and landing page views are not the same number. Most teams assume they are. A 5-10% gap is standard. A 10-20% gap exists in more accounts than anyone wants to admit. Every click that never becomes a session is ad spend that funded a metric distortion, and every budget decision downstream is being made against a number that was wrong before the math started.
The creative you pulled last month might have been your best performer. You will never know because you measured the wrong thing.
Run This Pull Today
Open Meta Ads Manager. Pull outbound clicks and landing page views side by side for every active campaign over the last 30 days. Calculate the gap as a percentage.
If the gap is consistent across all creatives, the problem is account-wide: page speed, mobile experience, server response. If it varies sharply by creative, the problem is creative-specific: broken redirect, wrong URL, mismatched destination.
The Real Problem Is Nobody Owns The Handoff
Page speed and broken redirects are the technical diagnosis. The actual cause is structural.
The ad team owns outbound clicks. The website team owns the landing page. The gap lives in the space between them and belongs to nobody. The ad team flags slow load times. The website team queues the fix behind work affecting more general traffic. The paid clicks keep leaking while the ticket sits in a backlog.
HubSpot's 2026 Essential Apps for Marketers brings together 14 apps across creative, ads, events, and more so context travels with every campaign, decision, and handoff. The click-to-session gap is exactly where context drops between teams and never gets picked back up. Browse apps
Recalculate Before You Touch The Budget
Conversion rate divided by outbound clicks is what most accounts report. The number that actually reflects performance is conversion rate divided by landing page views.
Run the recalculation across your last 30 days. The creatives that looked like underperformers will separate into two groups: ones that were genuinely weak, and ones that were winning at the click level and losing only at the landing level.
The second group does not need to be pulled. It needs the leak closed.
The ad was doing its job. The funnel was not.
🔍 Google updates search rankings and ad targeting tools
Google’s latest search and advertising updates are focused on two areas: improving search relevance through its May Core Update and helping advertisers optimize for lead quality instead of raw lead volume.
The Breakdown:
Core Update shakes search - Google's May Core Update, which began rolling out on May 21, triggered multiple waves of ranking volatility across search results, with recent activity suggesting the rollout may be nearing completion.
Google upgrades lead tracking - A new lead management dashboard tracks leads through every funnel stage, including new, qualified, lost, and converted leads, while feeding quality signals directly into bidding systems.
AI Max gets new options - Google is rolling out branded search controls inside AI Max, allowing advertisers to target all searches, only branded searches, or focus exclusively on acquiring new non-branded customers.
Google is increasingly shifting ad optimization away from clicks and lead volume toward actual business outcomes. At the same time, search marketers are still navigating ranking fluctuations as the latest Core Update continues reshaping visibility across the web.
🎥 Ad of the Day
What Works:
Context Embedding - The product is shown exactly where consumers expect it to live. Inside the backpack feels more believable and persuasive than a standalone product shot.
Gear Positioning - The snacks are visually grouped with water and hiking equipment. This upgrades them from food items into outdoor essentials.
Future-State Selling - The creative targets a future problem rather than a current craving. Consumers buy to prevent energy crashes before they happen.
Show your product in its natural moment of preparation, not consumption. Consumers often buy based on who they plan to become tomorrow, not who they are today.
💃Events
🔥 L'Oréal's Former Global Communications Lead Is Explaining the High-Reach Low-Trust Trap Live
June 11 | Virtual Event | Free
Eric Ford spent years managing creator relationships at one of the most influential beauty brands on the planet. This session, he's breaking down the reach versus trust tradeoff that quietly derails most influencer programs and how his team learned to navigate it.
✅ Reserve Your Free Spot
🔥 What a Marketing Org Looks Like When AI Actually Runs It. Chime, Bitly, and Udemy Show You Live.
June 11 | Virtual Event | Free
What three real marketing teams are built and running right now? Tyler Roehmholdt, Nicholas King, and Bridget Nelson are on stage showing the exact systems behind their orgs and the moment everything started compounding.
✅ Reserve Your Free Spot
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