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Pop-art split panel showing a Meta Advantage+ campaign builder beside a manual ad set, with an incrementality ROAS chart between them favoring manual campaigns.

Advantage+ Shopping Won 42% of 640 Tests. Manual Won the Other 58%.

Haus measured 640 Meta incrementality experiments across advertisers spending an average of $14M a year and found that Advantage+ Shopping beat manual campaigns in only 42% of accounts. On average, Advantage+ delivered 12% lower incremental ROAS than manual, even though it spent 18% less per day. Meta's marketing

Pop-art illustration of the Meta Advantage+ algorithm orchestrating a fleet of vertical mobile ad creatives under an Andromeda spotlight, bold colors and dynamic composition.

Meta Ads Strategy 2026: What Actually Works After Advantage+ Ate Manual

Meta ads strategy in 2026 starts from one fact: Andromeda, the new ads retrieval system, reads your creative before deciding who sees it. CPMs are up roughly 20% year over year, Advantage+ Sales now drives most ecommerce spend on the platform, and brands testing 20+ new creatives a month are

What Liquid Death, CeraVe, and Stanley Did to Go Viral on Zero Ad Spend

Five brands earned over a billion impressions each in the past three years without spending a dollar on paid amplification: Liquid Death, CeraVe, Olipop, Duolingo, and Stanley. Each followed the same pattern: make content people share unprompted, plant a hook the internet can finish, then amplify through creators instead of

Allbirds Sold for $39M. The DTC Death Pattern Has Four Acts

Allbirds agreed to sell its brand and assets to American Exchange Group for roughly $39 million in March 2026, down from a $4.2 billion peak market value in 2021. The pattern underneath this collapse repeats across Outdoor Voices, Casper, Brandless, and Away. Pure-play direct-to-consumer brands die when paid-acquisition costs

Google Ads Budget Allocation: A Spreadsheet You Can Steal (and the 70/20/10 Reason It Works)

Google Ads budget allocation in 2026 looks roughly like 70% to Performance Max, 20% to brand search, 10% to standard testing campaigns, with a daily cap set at 10x to 20x target CPA. The reason that split holds is not the percentages. It is that PMax controls the channel mix

Pop-art illustration of a spreadsheet with budget percentages and dollar bill stacks split across Search, PMax, and Shopping columns under a bold 70/20/10 label.

Google Ads Budget Allocation: The 70/20/10 Spreadsheet That Survives PMax

Most Google Ads accounts split budget by campaign type instead of by what's actually working. The popular 70/20/10 framework (70% to proven performers, 20% to optimization, 10% to experiments) only holds up if the proven 70% isn't being cannibalized by Performance Max winning auctions

Pop art illustration: a Google Ads experiments dashboard with a control toggle flipped off and traffic arrows surging into a winning campaign while 95% floats above.

Google Ads Experiments Auto-Apply by Default Now. Here's the Setting to Flip

In 2026, Google Ads quietly made auto-apply the default behavior for experiments. A favorable result, judged on directional data and your two chosen metrics, can now shift full traffic from your control campaign to the experiment with no human approval. The confidence and guardrail controls exist, but only if you