By Marcin Kumiega – Business Development Director, VOLUUM
Google and Meta are making it harder for advertisers to reach their audiences. Stricter policies, rising ad costs, and increasing competition are forcing businesses to rethink their strategies. Those who fail to adapt risk losing visibility and profitability.
Rising Costs and Increased Restrictions
Meta’s Tightening Grip on Advertisers
Starting in 2025, Meta is restricting how advertisers track and target users, particularly in industries like health and wellness. This means key conversion events like “Purchase” and “Add to Cart” will be harder to track, forcing businesses to rely on broader, less targeted campaign goals like “Landing Page Views” or “Engagement.”
Google’s Cost Surge & Market Domination
Google still controls over 72% of the U.S. search ad market, but that dominance comes at a cost. Advertisers are paying record-high cost-per-click (CPC) rates, ranging from $1 for low-competition terms to over $100 for competitive industries. At the same time, regulatory pressure and potential antitrust actions add uncertainty to its ad ecosystem.
How to Stay Profitable Despite These Challenges
1. Diversify Advertising Channels
Relying solely on Google and Meta is no longer viable. Expanding into alternative platforms reduces dependence and improves ROI.
• TikTok & LinkedIn Ads: Reach highly engaged audiences at lower costs.
• Programmatic Advertising: Automate ad placements for better efficiency.
• Email & SMS Marketing: Own your audience instead of renting it from platforms.
2. Maximize First-Party Data
With restrictions on third-party cookies, advertisers need to build their own audience data to maintain control over targeting and optimization.
• Create Lead Magnets & Loyalty Programs: Capture emails and phone numbers directly.
• Leverage Customer Data Platforms (CDPs): Centralize and activate first-party data for personalized campaigns.
3. Use AI & Automation for Smarter Spending
Ad budgets need to work harder than ever. AI-driven analytics and automation help advertisers eliminate waste and improve performance.
• Automated Bid Adjustments: Prevent overpaying for traffic that doesn’t convert.
• Predictive Analytics: Identify high-performing audience segments before spending big.
How Voluum Helps You Win in This New Landscape
Google and Meta may be slashing reach, but Voluum gives you the tools to fight back.
• Real-Time Data Tracking – No more guessing. Instantly adjust campaigns with up-to-the-minute insights.
• Server-to-Server (S2S) Postback Tracking – Unlike third-party tracking solutions, Voluum’s S2S postbacks provide first-party data accuracy, ensuring advertisers maintain full control over their performance metrics. This eliminates data discrepancies caused by browser-based tracking limitations, delivering precise conversion tracking for iGaming and high-value campaigns.
• In-Depth Reporting – Identify what’s working and optimize ad spend with advanced analytics.
• Automation & Integration – Connect seamlessly with multiple ad networks, reducing manual workload and increasing efficiency.
With rising costs and stricter ad policies, advertisers need an edge to stay profitable. Voluumhelps you optimize spend, track conversions accurately, and improve ROI across multiple platforms.
