Mystic Mike’s predictions: What does 2026 hold for paid media?
By Mike Sharp, Operations Director at Launch That time of year is here. The time when I confidently predict the…
Our talented team member Luke Garrett is a specialist in Paid Search Performance Marketing, with a keen interest in both Conversion Rate Optimisation and paid social, stemming from his design background. His versatile skill set provides a holistic perspective on client accounts, helping him to rustle up comprehensive performance marketing strategies.
What’s the best thing about working in Paid Media?
I enjoy being involved in the tangible impact on a business when clear strategies, continuous optimisation and precise execution leads to great results. Actively collaborating with colleagues and clients to overcome challenges and achieve great results gives me a huge sense of accomplishment.
What’s your favourite new development in Paid Media?
Google’s AI integration in PMAX campaigns is a standout for me as it enables more efficient targeting (and results). While it sacrifices some control with accurate prompts and signals it can yield valuable data. In a cost-competitive landscape, leveraging AI isn’t just reliance but staying informed. PMAX ensures strategic evolution, and reduces the consequences of falling behind in AI advancements by ensuring sustainable growth in an ever-changing environment.
Is there a metric you feel is underutilised or underrated for understanding user behaviour?
In Google Ads, Click-Through Rate (CTR) is a fundamental metric but its significance can sometimes be overlooked. CTR reflects ad relevance and engagement, with a higher rate indicating the ad being more helpful and relevant with the audience. By prioritising CTR and refining ad elements, we can boost overall campaign performance, influencing quality scores and optimising costs and ad positioning.
How does it feel to become a Loller?
Self-development is a priority for me, and being part of Launch provides the ideal environment. Surrounded by experts, the company offers endless opportunities to learn and grow. As well as a great company culture, filled with genuinely nice people, which makes it 10x better.
Last but not least, what’s your favourite karaoke tune?
Iris – Goo Goo Dolls.
Connect with Luke on LinkedIn.
If you have a campaign our paid media specialists might be able to help with, get in touch!
