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In a landscape where digital advertising is increasingly driven by data and automation, two recent changes from Google Ads and Meta show that marketers can no longer work the old way. One emphasizes the most fundamental step when setting up an ad account: measure conversions before spending budget. The other introduces a new approach with Meta AI Connectors, where AI tools no longer sit on the sidelines but can directly intervene in the paid social workflow.
For Vietnamese marketers, this is a clear reminder that advertising performance comes not only from creativity or budget, but also from how measurement systems are set up and how AI tools are connected to real-world execution processes.
Start Google Ads with measurement, not keywords
In its guide for people creating their first Google Ads account, PPC Hero emphasizes a very practical principle: do not rush into writing ads or choosing keywords before setting up conversion tracking. According to the article, if you do not know which clicks lead to sign-up forms, phone calls, or orders, advertisers are essentially “guessing” instead of optimizing based on business performance.
What stands out here is that Google Ads does not operate on intuition. The algorithm needs signals to understand what counts as a good result, and that signal is conversion data. When tracking is set up correctly, every decision about budget, ad groups, or bidding strategy has a stronger basis. Conversely, if tracking is broken or incomplete, every optimization effort afterward lacks a foundation.
The article also notes a very basic but often overlooked practice: choose the right conversion action aligned with business goals, such as form submissions, phone calls, or purchases, then test it yourself to ensure the signal is reaching the account before spending money on the campaign. In other words, measurement setup is not a secondary step but the starting point.
Source: PPC Hero, “Your First Google Ads Account: How to Get Started”.
Meta AI Connectors are changing how paid social is run
In the second update, PPC Hero reports that Meta has broken with a long-standing paid social habit: advertisers used to work in Ads Manager while AI tools played only an external support role. With AI Connectors, Meta is bringing AI closer to the campaign management flow itself, rather than leaving it as an analytical layer outside the system.
The significance of this change is that advertising workflows may become less fragmented. Instead of switching back and forth between the ad management platform and external AI tools, marketers have the opportunity to use AI data and recommendations more closely tied to campaign execution. This is especially noteworthy as paid social increasingly requires quick responses to shifts in creative, audiences, and delivery performance.
That said, deeper AI integration does not mean advertisers can relax control. When AI is directly involved in campaigns, the need for review processes, data understanding, and output monitoring becomes even more important. Marketers should treat AI as a tool for accelerating decisions, not a box that fully replaces strategic thinking.
Source: PPC Hero, “What Meta’s AI Connectors Change About Running Paid Social”.
What this means for the Vietnamese market
These two updates clearly reflect a reality that Vietnamese marketing teams should pay attention to: advertising platforms are becoming smarter, but performance will not appear on its own if measurement structures and operations remain weak. With Google Ads, many businesses still launch campaigns before checking tracking, which distorts optimization data. With Meta, running paid social in the AI era requires tighter coordination between media, creative, and data analysis.
In practice, the priorities should be: define the right conversion goals, verify tracking before spending a large budget, and build the habit of evaluating AI as a support layer rather than a complete replacement for people. For brands and agencies in Vietnam, this is the right time to standardize measurement systems while updating how they work with AI tools that are moving into the core of ad operations.
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References
- Your First Google Ads Account: How to Get Started – PPC Hero
- What Meta’s AI Connectors Change About Running Paid Social – PPC Hero
