7× ROAS from Rare Beauty’s AI campaigns, WhatsApp chatbots creeping into ads, and YouTube spilling audience secrets—plus updates from Google and TikTok that might quietly change how you work. This week’s update is all signal, no fluff.
Rare Beauty Gets 7× ROAS with AI and Gen Z Focus
Rare Beauty has nailed its marketing strategy by blending purpose-driven branding with smart AI tools across Search and YouTube Shorts. The result? A 7× return on ad spend, plus a strong uplift in traffic to both its own site and its Sephora product page. Google’s case study highlights how they built Gen Z-focused messaging and let the AI handle targeting and optimisation.
It’s a slick example of using machine learning tools without abandoning the human side. The campaign leaned into inclusive messaging and genuine tone—two things that matter a lot to a Gen Z audience that can sniff out try-hard content from a mile away. It also shows what happens when brand and channel strategies are actually aligned.
This isn’t just for global beauty brands. SMEs and challenger brands can apply the same logic: clarify what you stand for, pair it with formats your audience actually uses, and use AI smartly rather than blindly. Test with shorter-form video, and let automation handle the heavy lifting on the media side.
Want to know how to build a content and campaign strategy that works with search intent, not against it? Talk to me about Content Strategy & Creation. It’s where we make purpose meet performance.
Google Rolls Insights Back Into Search Console
Google has updated Search Console to include the Insights report directly within the main dashboard. This brings together useful bits like your top pages, trending queries, returning users, and geographic data, now displayed more cleanly and without the separate tab dance. It’s small, but if you check data often, it’s a welcome change.
More importantly, this makes it easier to spot content that’s picking up traction (or sliding off a cliff). Instead of just looking at impressions and clicks, you can now get a better view of the bigger picture—what people are reading, where they’re coming from, and whether they’re sticking around. Good data in one place means faster decisions.
The reports still have limits (no page-specific filtering), but it’s a nudge in the right direction. Use it to audit old posts, spark new content ideas, and keep one eye on the queries that are quietly climbing the ranks.
If you’re unsure how to interpret all this data—or what to do with it—our Analytics & Performance services can help turn numbers into action. Let’s make it useful.
WhatsApp Ads Now Come with Built-In Chatbots
Meta is now rolling out ad options that lead directly into WhatsApp chats powered by AI chatbots. The idea is to let users start a conversation straight from an ad—automated, on-brand, and available 24/7. That might sound awful to some, but it could be effective for lead gen and ecommerce support.
It’s early days, but there’s obvious potential: pre-qualifying leads, answering common questions, and nudging users along the path to purchase—all without adding more staff. The challenge is building a chatbot that doesn’t make people want to throw their phone. That means clear flows, a way to exit, and seamless handover to a real human if needed.
For small to mid-sized businesses, this is a chance to use automation to keep up with larger players—especially in high-intent industries like finance, health, and home services. But test carefully. A bad chatbot experience will do more damage than silence.
If you’re thinking of testing message-based ads or chatbot flows, our Paid Social & PPC services can help build something that doesn’t just annoy people. Book a chat (with a real person).
YouTube Adds “Most Relevant” Comments and Engagement Data
YouTube has added more tools to show how your content is performing—including a new “most relevant comments” section and better engagement data. This means you can now see what people are actually saying about your videos, not just how many views or likes they got.
This might sound basic, but it’s a big help if you’re trying to figure out what’s landing and what’s not. Comments often hold the real insight: the questions, the confusion, the praise, and the useful criticism. Now you can track these insights without scrolling through endless comment threads manually.
It’s also useful for social listening, content planning, and even SEO. If people keep asking the same thing, there’s probably a blog post, video, or product update waiting to happen. You could also use these insights to better brief creators or align with your audience’s tone.
If you’re producing video content (or thinking about it), talk to me about Social Media Management. We help you build content strategies that actually listen to your audience.
TikTok Prepping US‑Only Version (and Possibly Breaking Up)
TikTok is reportedly building a U.S.-only version of its platform—separate codebase, separate governance, and possibly a full spin-off from its Chinese parent company. This is in response to mounting political pressure and looming bans in the U.S., which continue to threaten its operating licence.
This move could dramatically alter how TikTok operates, especially for advertisers. Regional targeting, data policies, moderation standards—all of it could be different if this split goes ahead. Even if you’re not advertising in the U.S., global policy changes tend to ripple outward.
The best move now is to keep your campaigns flexible. Watch for changes in reporting metrics, regional content rules, or business account approvals. It’s a reminder not to build your whole house on rented land—especially when the landlord’s getting grilled by Congress.
If you’re relying on TikTok or short-form video as part of your lead funnel, Conversions & CRO is where we make sure that traffic actually delivers. Let’s future-proof your funnel.
Annnd That’s a Wrap
This week shows how quickly the ground can shift—AI in media buying is paying off, Meta wants you chatting to bots, and even TikTok might be breaking itself up to stay alive. Underneath it all is a clear message: stay flexible, keep watching the data, and make sure your digital setup isn’t held together by guesswork. If any of these stories hit a nerve, let’s talk about where to fix it before it becomes a problem.
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