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<div style="display: none; max-height: 0px; overflow: hidden;">Facebook ads are getting more expensive for leads but cheaper for clicks. Cost per lead now averages $27.66, while CPC fell to $0.70 </div>
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<h1><strong>TLDR Marketing <span id="date">2025-09-10</span></strong></h1>
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<strong>40% of agencies use GenAI for content. The other 60%? (Sponsor)</strong>
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They're still figuring out where to start while high performers pull further ahead.<p></p><p>StackAdapt's new research uncovers how top agencies are cracking the conversion strategy, and where they're putting their media dollars. The numbers reveal the tactics, channels, and data that are driving campaign conversions and ROI.</p><p><a href="https://tracking.tldrnewsletter.com/CL0/https:%2F%2Fgo.stackadapt.com%2Fihzrwinp/3/01000199334cdf58-b55e0776-71cb-4334-9a48-d2646c3f9d1b-000000/HOrjguSXMv366AfJACn1zcXTeIrn2E4aYZQFSgCfCHM=422" rel="noopener noreferrer nofollow" target="_blank"><span>Grab a copy of the report </span></a>to learn:</p>
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<li>Which channels actually drive ROI in 2025</li>
<li>How leaders measure what matters</li>
<li>What makes a successful multi-channel campaign</li>
<li>The role of AI in daily workflows</li>
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<p>Bonus: the <a href="https://tracking.tldrnewsletter.com/CL0/https:%2F%2Fgo.stackadapt.com%2F9symikb8/1/01000199334cdf58-b55e0776-71cb-4334-9a48-d2646c3f9d1b-000000/i3p3A6m6jgBTI__kpIAfNr7uwpgK6zGEQ2TA1y6oiCc=422" rel="noopener noreferrer nofollow" target="_blank"><span>advertiser's must-use AI tools</span></a> (blog) and <a class="underline" href="https://tracking.tldrnewsletter.com/CL0/https:%2F%2Fgo.stackadapt.com%2Fxgxqxyvg/1/01000199334cdf58-b55e0776-71cb-4334-9a48-d2646c3f9d1b-000000/d4HLHazCOExXmrOgFiR6wPaPJeSS6fNJp46EEcDXmyA=422" rel="noopener noreferrer nofollow" target="_blank"><span>HubSpot's Scott Brinker on the new martech stack</span></a><a href="https://tracking.tldrnewsletter.com/CL0/https:%2F%2Fgo.stackadapt.com%2Fxgxqxyvg/2/01000199334cdf58-b55e0776-71cb-4334-9a48-d2646c3f9d1b-000000/FM3ytUqQS3qxY0ZRgdIWe65KvXJlxIsbz7fCJsgnrt8=422" rel="noopener noreferrer nofollow" target="_blank"><span> </span></a>(podcast).
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<h1><strong>News & Trends</strong></h1>
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<strong>Facebook ad costs jump 21% in 2025, but still beat Google (3 minute read)</strong>
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Facebook ads are getting more expensive for leads but cheaper for clicks. Cost per lead now averages $27.66, while CPC fell to $0.70. Traffic campaigns saw stronger engagement, making them a better ROI play in 2025. However, lead generation is under pressure with lower conversion rates. For marketers, this means tighter audience targeting, refreshed creative, and smarter funnel planning are essential for good ROI.
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<strong>The Next Generation of Creativity: A Maximalist Moment Reshaping Culture (8 minute read)</strong>
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Gen Z (14-24) is redefining media with Creative Maximalism, a participatory, visually complex, and internet-referential style shaped by platforms like YouTube, Minecraft, and Roblox. Teens spend 26% less time on TV and movies and 54% more time on social platforms and user-generated content than older audiences. 66% believe their generation has a big impact on online culture. They favor co-creation, immersive audiovisual storytelling, and content influenced by digital cultures.
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<h1><strong>Strategies & Tactics</strong></h1>
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<strong>5 smart ecommerce retargeting strategies to recover lost sales (17 minute read)</strong>
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Most e-commerce retargeting focuses too much on coupons, but buyers often abandon carts for reasons unrelated to price. Marketers should align messaging to each stage of the funnel. Cart abandoners may need social proof or urgency, while browsers need education or reminders. Use dynamic ads segmented by behavior and predicted value. A/B testing formats like SKU clusters versus single product reminders can significantly improve ROAS.
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<a href="https://tracking.tldrnewsletter.com/CL0/https:%2F%2Fwww.linkedin.com%2Fposts%2Fjonathan-r-bland_max-delivery-vs-manual-bidding-on-linkedin-activity-7371168955065073664-DCS3%3Futm_source=tldrmarketing/1/01000199334cdf58-b55e0776-71cb-4334-9a48-d2646c3f9d1b-000000/y679ebRlzCpHC950MlrkfVcGYNaFFgJfFqcHJ5zA_9I=422">
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<strong>LinkedIn Ads: Max Delivery vs. Manual Bidding (1 minute read)</strong>
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Test manual bidding on LinkedIn Ads instead of max delivery. In repeated campaigns, switching drove a 65.5% increase in clicks and 52.7% more impressions on the same budget, with only minor shifts in audience mix. Manual bidding helps stretch spend further and reach more new buyers, which is key for growth. However, keep in mind that chasing the lowest CPC/CPM can limit access to higher-value audiences.
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<h1><strong>Resources & Tools</strong></h1>
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<strong>Reach your target audience at scale (Sponsor)</strong>
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Over 6 million tech professionals read TLDR including developers, product managers, marketers, designers and executives. Get in front of your target audience with an ad placement just like this one! <a href="https://tracking.tldrnewsletter.com/CL0/https:%2F%2Fadvertise.tldr.tech%2F%3Futm_source=tldrmarketing%26utm_medium=newsletter%26utm_campaign=secondary09102025/2/01000199334cdf58-b55e0776-71cb-4334-9a48-d2646c3f9d1b-000000/UZ2Fdw_sY0qESkzgfWiAYfWv26GjLfx3zx6SMwfpMdA=422" rel="noopener noreferrer nofollow" target="_blank"><span>Learn more</span></a> about running a test campaign.
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<strong>TikTok Search Ads Campaign: Unlocking incremental growth in the future of search (3 minute read)</strong>
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<span style="font-family: "Helvetica Neue", Helvetica, Arial, Verdana, sans-serif;">
TikTok's Search Ads Campaign delivers stronger results than traditional mid-funnel initiatives, driving 2.0x higher purchase lift overall and 2.2x for enterprise advertisers. In retail, dedicated search campaigns achieved a 1.9x purchase lift and higher incremental ROAS compared to non-search campaigns. TikTok searches are rising sharply, up 40% year over year, with 86% of Gen Z internet users searching on the platform weekly. Aerie demonstrated the impact of TikTok search ads, achieving a 3% lift in conversions, 3,800 incremental purchases, and a $2.64 iROAS by combining them with In-Feed Ads.
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<strong>CMOs Separating the Hype from What's Real (Webinar)</strong>
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Exit Five founder Dave Gerhardt will host a live webinar on September 23 with Jennifer Delevante-Moulen (CMO of Knak) and Tara Robertson (CMO of Bitly) to cut through AI hype and share how B2B marketing teams are actually using AI today. They will discuss where AI accelerates execution, which creative work still needs humans, and how CMOs can update playbooks for AI.
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<strong>Whatagraph 3.0 (6 minute read)</strong>
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Whatagraph replaces fragmented tools with one system. Marketers can connect 55+ sources, clean and organize data, and create branded reports in seconds using prompts or drag-and-drop. Its AI assistant delivers instant insights, summaries in 18 languages, and plain-language answers to ad-hoc questions. Reports auto-update every 30 minutes.
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<div style="text-align: center;"><strong><h1>Miscellaneous</h1></strong></div>
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<a href="https://tracking.tldrnewsletter.com/CL0/https:%2F%2Fmediacat.uk%2Fthe-funnel-hasnt-collapsed-its-compressed%2F%3Futm_source=tldrmarketing/1/01000199334cdf58-b55e0776-71cb-4334-9a48-d2646c3f9d1b-000000/gZMGEFB1iRw-EaU_9AWx7zGW6iVJDShSJ9M8TGL990A=422">
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<strong>The funnel hasn't collapsed, it's compressed (7 minute read)</strong>
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Social commerce has compressed into a single scroll. Platforms like TikTok and Amazon collapsed discovery, intent, and purchase into one swipe. This isn't the death of the funnel but its evolution, where mental states still matter, only processed faster and often simultaneously. The risk is that brands overinvest in visible conversions while neglecting memory-building, even though long-term growth still depends on penetration and brand availability. The real challenge is balancing speed with stickiness so brands aren't forgotten when discovery and purchase happen in seconds.
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<a href="https://tracking.tldrnewsletter.com/CL0/https:%2F%2Fapp.sciencesays.com%2Fp%2Fwhen-to-use-most-read-vs-most-shared-labels%3Futm_source=tldrmarketing/1/01000199334cdf58-b55e0776-71cb-4334-9a48-d2646c3f9d1b-000000/Ng7ltG41OAk7tVGsbpinFmWY98-fV9nbrz_byA5m2V4=422">
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<strong>How content labels increase clicks (3 minute read)</strong>
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Researchers found that content labels such as “most read” and “most shared” significantly affect click behavior. Across 5 experiments, 2 surveys, and 36,679 ad clicks, people perceived “most read” content as 18.4% more informative, while “most shared” was seen as 32.5% more entertaining. When searching for information, people clicked 23.9% more on articles labeled “most read” and were 67.9% more willing to read them compared to “most shared.” For entertaining content, “most shared” labels drove higher clicks, showing that labeling content with the right signal can increase engagement.
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<div style="text-align: center;"><span style="font-size: 36px;">⚡</span></div></div>
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<h1><strong>Quick Links</strong></h1>
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<a href="https://tracking.tldrnewsletter.com/CL0/https:%2F%2Fwww.linkedin.com%2Fposts%2Fschwedelson_ai-chatgpt-activity-7371161579792285696-_KFe%3Futm_source=tldrmarketing/1/01000199334cdf58-b55e0776-71cb-4334-9a48-d2646c3f9d1b-000000/x7QHwtAMpU_HcKO8nGDpeVDOuJJjOH3-e3rONTGjFRM=422">
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<strong>ChatGPT prompts to remove CRM dupes (2 minute read)</strong>
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Templated prompts to scrub duplicates in your data.
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<a href="https://tracking.tldrnewsletter.com/CL0/https:%2F%2Fwww.klaviyo.com%2Fblog%2Fbfcm-multichannel-strategy%3Futm_source=tldrmarketing/1/01000199334cdf58-b55e0776-71cb-4334-9a48-d2646c3f9d1b-000000/473scFAZdoImbPZBNHVlWXU1YoRXl64hotrm1b6e738=422">
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<strong>1 in 4 dollars is made in peak season, or November and December (5 minute read)</strong>
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<span style="font-family: "Helvetica Neue", Helvetica, Arial, Verdana, sans-serif;">
Despite talk of earlier holiday shopping, most ecommerce dollars still arrive in November and December.
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<a href="https://tracking.tldrnewsletter.com/CL0/https:%2F%2Fwww.actionrocket.co%2Fblog%2Ftop-designs-for-august-2025%3Futm_source=tldrmarketing/1/01000199334cdf58-b55e0776-71cb-4334-9a48-d2646c3f9d1b-000000/u8dKXgV9yoavgYqCCnhtfCGX6-wg51LlKgrd8_3ATiI=422">
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<strong>Top Email Designs for August (1 minute read)</strong>
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<span style="font-family: "Helvetica Neue", Helvetica, Arial, Verdana, sans-serif;">
Design inspo for welcome emails, renewal reminders, and more.
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