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Over the past few years, anyone managing Google Ads or Meta Ads has probably felt it: our control is shrinking. Manual bidding options such as Manual CPC or Maximize Clicks are quietly disappearing, replaced by Maximize Conversions, tROAS, or fully automated bidding inside Performance Max (PMax).On the Meta side, Advantage Plus campaigns are now the default.

In Hong Kong, advertisers rarely need to think about geographic targeting — the city is dense, compact, and easy to cover with a single campaign. But in the UK, location targeting can make or break your Google Ads performance. Failing to define your target area means wasted ad spend on irrelevant clicks, poor lead quality, and higher CPCs. In this article, we’ll explain why location targeting is so critical in the UK, how to set it up properly, and the different strategies

(By Founder) Over the past decade, I’ve had the privilege of working in Canada, Malaysia, and the United Kingdom — three very different worlds, each with its own rhythm, mindset, and definition of success.

Before choosing any platform, you must ask one question: “What type of online store do I actually want to build?”

In today’s UK market, “Buy Now, Pay Later” (BNPL) isn’t only about payment flexibility — it’s about how consumers perceive affordability, and how that perception influences your marketing performance. Whether you’re running Meta Ads, Google Ads, or an e-commerce funnel, adding Klarna, Clearpay, or PayPal Pay in 3 can directly improve conversion rates, ad engagement, and return on ad spend (ROAS).

As UK regulators tighten data-privacy rules and Google evolves its tracking ecosystem, 2025 has become a crucial year for advertisers to rebuild trust and measurement accuracy. Success in PPC now depends on consent-driven analytics, first-party data, and smarter conversion modelling — not outdated cookie-based tracking.

In 2025, Google Ads is rapidly expanding its Demand Gen campaigns across YouTube, Discover and Gmail. With YouTube Shorts becoming one of the fastest-growing ad placements in the UK, brands that master data-driven creative and short-form storytelling will dominate the mid-funnel.

Google’s new AI Overviews are transforming how people search, and how brands appear on results pages. As this feature expands into the UK in 2025, advertisers must rethink their keyword targeting, bidding strategy, and ad creative to stay visible in this new AI-driven search environment.