Do you know them like a friend?
đ”âđ«Your creative isnât tired, you are talking to a blur, Google is rewiring ads around agentic commerce, and more!
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đ€© Do you know them like a friend?
đ§ Google Is Rewiring Ads Around Agentic Commerce
đ Ad of the Day
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đ€© Do you know them like a friend?
When ads stop scaling, everyone says the same thing.
âWe need fresher creative.â
New hooks. New formats. New edits. Maybe a new creator. Maybe a new angle.
But creative rarely dies on its own. It suffocates when the audience is undefined.
If the person youâre speaking to feels like âpeople who want this product,â the work will always feel slightly generic. You can polish it. You can shorten it. You can add urgency.
It still wonât cut deep.
Because you canât write something precise for someone blurry.
targeting generally stops at demographics. Age. Gender. Income. Location.
None of that tells you why someone hesitated before buying. Or what they needed to justify in their own head. Or what version of themselves they were trying to become.
Thatâs where scale actually lives.
Take a simple example. A comfort product.
If the audience is âpeople who like being cozy,â you get soft lighting and lazy Sunday ads forever.
If the audience is âpeople who work from home and feel slightly guilty about choosing comfort during work hours,â now you have tension. Now comfort becomes productivity. Or rebellion against hustle culture. Or earned reward.
Same product. Different depth.
And depth multiplies creative.
Thereâs a practical way to find it.
Look at your last 100 buyers. Not their age. Not their gender. Look at the words they used. The objections they mentioned. The context in which they bought.
Group them by reason.
Status seekers. Efficiency chasers. Permission seekers. Security buyers.
If you canât describe the group in two words, you donât understand it yet.
Then ask one uncomfortable question: what are they slightly insecure about?
That answer gives you angles no competitor is testing.
Creative scale isnât about producing more ideas. Itâs about increasing the resolution of the person on the other side.
When the audience sharpens, the work gets sharper without trying. When it stays fuzzy, you can test forever and still feel like something is missing.
Itâs not the hook. Itâs the clarity.
đ§ Google Is Rewiring Ads Around Agentic Commerce
Google isnât just adding AI to ads. Itâs rebuilding the plumbing underneath them. In her annual letter, Vidhya Srinivasan laid out how AI Mode, commerce infrastructure, and creator matching are converging across Search, YouTube, and Gemini in 2026.
The Breakdown:
1ïžâŁ AI Mode Becomes Monetizable Real Estate - Google is testing sponsored product placements directly inside AI answers, clearly labeled but embedded at the moment of consideration. Direct Offers will expand beyond discounts into loyalty perks and bundles.
2ïžâŁ UCP Turns AI Into a Checkout Layer - Universal Commerce Protocol now powers in-chat checkout for Etsy and Wayfair in AI Mode and Gemini, with Shopify, Target, and Walmart coming. Google positions UCP as infrastructure for agentic commerce beyond retail.
3ïžâŁ Creator Matching Gets Algorithmic - Googleâs Open Call lets brands source UGC from creators, and AI will increasingly match brands with creator communities using content and audience analysis.
4ïžâŁ AI Max Expands Reach + Creative Scale - Gemini-generated assets tripled in 2025, with 70M assets in Q4 alone. Veo 3 joins Asset Studio. AI Max claims to unlock billions of net-new searches previously unreachable through traditional query targeting.
This isnât about shiny features. Itâs about Google moving commerce inside AI conversations. Search is no longer just traffic. Itâs becoming a transaction infrastructure. If UCP scales, if AI Mode captures mid-funnel intent, and if creator matching becomes automated, the auction shifts closer to decision moments than ever before.
đ Ad of the Day
What Works:
This Is Mood Before Meaning - You have no idea what it smells like, and thatâs intentional. The ad sells atmosphere first so your brain fills in the scent on its own.
Why the Bottle Feels Important - The heavy glass, sharp angles, and dark tones make it feel serious and collectible. It looks like something you display, not toss on a shelf.
This Is a Brand-Building Ad - Itâs not trying to convert fast. Itâs trying to burn an image into your head so the name feels familiar and desirable later.
When you canât explain the experience easily, donât try. Create a feeling strong enough that people project their own meaning onto it.
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