In an era where everyone is competing for increasingly limited user attention, outsourcing the management of your social media becomes an essential consideration.

Here are 5 reasons to entrust your social media management to an agency.

1. Lack Of Time

Consistency on social media is crucial. When posts become less frequent and the rhythm slows down, results suffer. This is often one of the first arguments in favor of outsourcing.

However, an agency is not just a time-saver, it is also an expert resource that improves day-to-day efficiency.

Note: Hiring an agency does not mean complete disengagement. You will still need to dedicate time to approvals, briefings, and communication with the team.

2. Lack Of Strategy

You post regularly, but your content lacks consistency. Without a clear strategy, it’s difficult to achieve tangible results.

Working with an agency allows you to benefit from a well-thought-out strategy developed by experts. It can help you stand out from competitors and improve your performance.

3. Lack Of Results

You’re doing things right, your posts seem relevant and engaging, but the results aren’t there.

An agency, especially one specialized in performance marketing, has a wide range of tools and expertise to help you reach your goals and optimize your efforts.

4. A Need For Analysis

To achieve results, it’s essential to optimize, test, and challenge what you think you know. On social media, what worked three months ago may no longer perform today.

Rigorous data analysis and continuous optimization are therefore essential. An agency can support you in analyzing your performance and provide the right tools to maximize your results.

5. A Need For Responsiveness

If you need to manage a crisis quickly, keep up with constant platform updates, or stay on top of trends, an agency becomes a valuable ally.

Bloom’s experts closely monitor market developments and are able to position your brand at the right time. They are also trained to react quickly and handle delicate situations effectively.

Entrusting your social media management to an agency is not an obligation, but it can become a key strategic lever as your needs evolve.

Short on time, structure, results, or specialized resources? Turn to Bloom’s experts to take things to the next level.

The post DIY or Agency: When Should You Outsource Social Media? first appeared on Bloom.

GEO or Generative engine optimization, does just that. GEO prepares your content to increase the odds AI chatbots like Gemini, ChatGPT or Google AI Summaries cite you in their response. 

What Is The difference Between GEO And SEO? 

Many consider GEO as the natural evolution of SEO, but what really differentiates them?  

In SEO, the primary goal is to rank the highest in a specific search result. Search visibility across Google and other engines is determined by factors such as content quality, site architecture, backlinks, technical optimizations, and many more.

As for GEO, the goal is essentially to become the primary source cited in AI answers and increase visibility in chatbot responses. There is no “ranking” in AI. What matters is whether the AI mentions and recommends you consistently, and that comes from authority, consistency across trusted sources, and content that actually answers questions.

SEO and GEO both want to connect your content with users; what differs is how they deliver it. 

What Does It Mean For Your Strategy? 

SEO isn’t dead, it just has a new teammate.

Visibility is no longer tied to a single touchpoint. A user might first encounter a recommendation through an AI tool, then validate it on Google, and only afterward visit a website. In many cases, the initial trigger, the moment where interest is created, is invisible in traditional analytics.

This shift means we’re no longer only optimizing for clicks, we’re also optimizing for inclusion. Being cited, summarized, or recommended by AI systems becomes a key driver of awareness and consideration. Because these systems largely rely on existing content ecosystems to generate answers, our digital presence must be strong, consistent, and easy to interpret across multiple sources.

GEO also introduces a new layer of brand influence. The way your brand is described across the web directly shapes how AI represents you. In other words, we’re not just managing what we publish, but also how our brand is understood and repeated by machines.

Ultimately, GEO pushes us to think more holistically: not just about traffic, but about perception, discoverability, and trust at the very top of the funnel.

6 GEO Best Practices 

The good news is that GEO doesn’t require starting from scratch; it builds on strong SEO foundations. But it does require a shift in execution and priorities.

1. Create Content That Answers Real, Specific Questions

AI-driven discovery is fueled by detailed, intent-rich queries. Users are asking for curated recommendations based on context, constraints, and preferences. Your content should reflect this by addressing concrete use cases, scenarios, and needs. And, in a GEO context, having a deep understanding of your audience is becoming more essential than ever.

2. Prioritize Clarity And Structure

AI systems favour content that is easy to parse and summarize. Clear headings, logical organization, concise explanations, and well-formatted elements (like lists or tables) all increase the likelihood of being reused in generated answers.

3. Strengthen Credibility And Consistency

Reliable, accurate, and up-to-date information is essential. But beyond that, consistency across channels matters. Repeating key messages, maintaining alignment between sources, and reinforcing the same positioning helps AI systems associate your brand with specific attributes and increases your chances of being cited.

4. Manage Your Broader Content Ecosystem

Your visibility in GEO is not limited to your website. Media mentions, reviews, social content, and third-party platforms all contribute to how your brand is perceived and described. Monitoring and shaping this ecosystem helps reduce the risk of misrepresentation and strengthens your overall presence.

5. Think Beyond Last-click Attribution

Because AI often plays a role earlier in the journey, its impact may not be visible in traditional analytics. This requires a shift in how we evaluate performance, looking beyond direct traffic and considering influence on awareness, preference, and demand generation.

6. Technical Foundations Matter

Technical elements are essential in GEO because they allow AI systems to access and properly understand your content. In simple terms, your website needs to be fast, easy to read, and accessible; otherwise, it may simply be ignored. Clear structure, consistent information, and basic technical optimizations help AI recognize your site as a reliable source. In short, even great content won’t perform well without strong technical foundations. 

Need a partner to bring it all together? Contact us. 

The post What Is GEO? first appeared on Bloom.

This long-standing collaboration is one of our proudest achievements and one of the most important drivers of the value we bring to our clients.

What Is the Google Premier Partner Certification?

The Google Premier Partner 2026 certification is an exclusive, top-tier status awarded annually to only the top 3% of participating agencies in each country.

This badge is awarded to agencies that demonstrate advanced expertise in Google Ads, a strong track record of helping brands grow, and sustained performance.

“This badge is a direct result of a team committed to delivering impactful results for our clients every day. Being in the top 3% reinforces our dedication to excellence and advanced strategic support—proud is an understatement.”
— Alexandrine Pigeon, Director of Paid Media

This continued recognition reflects our ability to evolve alongside an ever-changing digital landscape. As platforms, tools, and consumer behaviours shift, our team remains focused on staying ahead of the curve, leveraging the latest innovations in Google Ads to help our clients unlock new opportunities for growth and stay competitive in their markets.

What Does Being a Google Premier Partner Mean?

Because only a select number of agencies earn this distinction, it comes with exclusive advantages that directly benefit our clients.

As a Google Premier Partner, Bloom’s clients benefit from access to tailored insights, advanced platform recommendations, early visibility into industry trends and evolving consumer behaviours, and dedicated support from Google. This also includes participation in Google-led executive sessions and thought leadership forums.

These advantages allow our team to stay ahead of platform changes, test new capabilities sooner, and bring forward-thinking strategies to market faster. The result is more informed decision-making, stronger campaign performance, and greater opportunities for sustainable growth.

About Bloom

With over 19 years of experience, Bloom is a performance-driven digital marketing agency obsessed with results. What started as a bootstrapped operation, two laptops, a makeshift desk, and a lot of ambition, has grown into a team of 75+ digital experts across Montreal and Toronto.

Today, Bloom partners with ambitious brands to drive measurable growth through data-led strategies and cutting-edge performance marketing. Behind the scenes, our work is powered by a proprietary blend of technology, creativity, and deep platform expertise, making complex digital ecosystems feel simple and delivering impact where it matters most.

Need help with your online strategy? Work with an agency that’s ahead of the curve.

The post Bloom Has Been Named a 2026 Google Premier Partner for the 10th Consecutive Year first appeared on Bloom.

What Are Responsive Search Ads?

Responsive search ads (RSAs) are a Google Ads format that automatically tests multiple combinations of headlines and descriptions to display the most relevant ad to each user.

Advertisers provide several headlines and descriptions. Google Ads then dynamically mixes and matches these assets to identify the combinations that generate the best performance.

Google Ads continuously tests these combinations and displays the version that is most relevant to a user’s search query, device, and intent.

In this guide, you’ll learn how to write effective Responsive Search Ads that stay coherent, maximize relevance, and improve performance.

How Do Responsive Search Ads Work?

Responsive search ads rely on Google Ads’ machine learning technology to combine the headlines and descriptions you provide. The system evaluates the context of each search query and determines which ad combination is most likely to drive engagement or conversions.

The goal is simple: deliver the most relevant message to the right user at the right moment.

According to Google Ads documentation, the process typically works as follows:

• The system analyzes the user’s search query along with the keywords in your ad group.
• It assembles different combinations from your pool of headlines and descriptions, prioritizing relevance and predicted performance.
• Duplicate or very similar combinations are filtered out, and the remaining ones are evaluated and scored.
• The highest-performing combinations move forward to the ad auction, where they compete for placement based on factors such as quality score, ad relevance, and bidding strategy.

While this automation increases testing opportunities, it also introduces a challenge: not all combinations will make sense if the assets are poorly written.

Well-structured RSAs help ensure that every combination still delivers a clear message to the user.

5 Best Practices for Writing High-Performing Responsive Search Ads 

1. Define a Central Theme

The central theme should guide every headline and description you create. When every asset reinforces the same idea, all combinations remain relevant and clear making your ads more cohesive. 

The theme can focus on:

• A key benefit
• A main value proposition
• A promotion or offer
• A specific audience
  

Example of a theme for a software company: “Easy online appointment scheduling”

Possible headlines could include: 

• Book Appointments Online
• Simple Scheduling 
• Easy Online Booking Software
  

Descriptions:

• Let clients schedule appointments anytime with our easy-to-use booking system.
• Save time and reduce no-shows with automated appointment scheduling.
  

2. Use Keywords Strategically

Keywords remain essential for relevance and Quality Score. Make sure your Responsive Search Ads:

• Include core keywords in multiple headlines
• Use variations and synonyms
• Match the intent of the ad group
  

Example:

Ad group keyword: project management software

Headlines:

• Project Management software
• Best Project Management Tool 
• Manage Projects Easily Online
  

Keyword variations:

• Team management software
• Task management platform
• Online project tracker
  

This helps Google understand the relevance of your ad while also improving ad strength and CTR potential.

Important tip: Your ad should clearly promote the keywords included in the ad group.

If someone searches for project management software, the user should see that phrase or something very close to it in the ad.

3. Write Versatile Headlines

Because Google combines headlines dynamically, they must work in multiple combinations. Avoid headlines that only make sense when paired with one specific description and try creating flexible headlines that can stand on their own.

Use a mix of:

Action-driven headlines

• Discover our CRM for Startups
• Start Managing Projects Today
• Try Our Free Marketing Tool
  

Benefit-focused headlines

• Save Time with Easy Automation
• Boost Your Team Productivity
• Simplify Your Workflow
  

Question-based headlines

• Trouble Managing Projects?
• Looking for an Easy CRM Tool?
  

Urgency-based headlines

• Start Your Free Trial Today
• Limited Time Offer
• Book a Demo Now

A variety of angles increases the number of effective combinations Google can test.

4. Write Clear and Complementary Descriptions

Descriptions should expand on the message introduced in the headlines.

Each description should be concise and easy to read, highlight a clear benefit and complement multiple possible headlines.

Example:

Headline combination:

• Project Management Software
• Simplify Your Team Workflow
  

Description:

• Organize tasks, collaborate with your team, and track progress in one powerful platform.
• Manage projects faster and keep your team aligned with our easy-to-use software.
  

Both descriptions work with multiple headline combinations.

5. Test, Learn, and Optimize (The Art of A/B Testing)

Responsive Search Ads automatically test combinations, but optimization is still essential. Regularly analyze performance metrics such a CTR, CPC, Conversion rate and Cost per acquisition. 

Continuous testing helps you improve performance over time.

Strong Responsive Search Ad Example for a CRM software company: 

Headlines

• CRM Software for Businesses
• Better Manage Customers 
• Start Your Free CRM Trial
• Improve Your Sales Pipeline 

Descriptions

• Track leads, manage deals, and grow your sales with our easy-to-use CRM platform.
• Designed for small teams that want better customer management and faster growth.
• Every asset reinforces the same central value: simple CRM for small businesses.

Additional Tips to Improve RSA Performance: 

• Use as many assets as possible: Google allows Up to 15 headlines and Up to 4 descriptions, use them. Providing more assets gives the algorithm more combinations to test.
• Avoid repetition: Repeating the same message too often reduces testing opportunities.
• Pin assets carefully: Pinning ensures certain headlines always appear in specific positions, but too much pinning limits Google’s optimization capabilities.

And, it doesn’t have to be boring

Tell a Story, Even in a Text Ad. Don’t just list features, craft a narrative that resonates with your audience. Make the most out of each headline and description as standalone pieces of the narrative. Focus on clear, compelling messages that connect, no matter which combination appears to users. You can use casual, conversational language to break the mold of typical performance ads. A small, unexpected detail can humanize your brand and make your ads more memorable.

Looking to improve your Google Ads strategy?
Bloom’s paid media experts help brands build high-performing campaigns using advanced search advertising strategies and data-driven optimization.

Contact us to learn more.

The post How to Write Great Responsive Search Ads (With Examples) first appeared on Bloom.

Today, successful influencer partnerships are built on far more than follower counts alone. Brands must evaluate content values, brand alignment, engagement quality, content style, and audience relevance, not just reach.

What Is The Influencer Vetting Process?

An influencer vetting process is a structured set of criteria and evaluation steps used to determine whether a potential creator is the right fit for a partnership. Beyond selection, it also serves as a centralized source of information and a repeatable system to follow for every collaboration. 

In this article, you’ll find a step-by-step guide to building your own influencer vetting framework and implementing a process that works for your brand.

Why Is It Important?

A solid vetting process ensures that every collaboration aligns with your brand’s values, goals, and messaging, while also protecting brand safety. Over time, it streamlines decision-making, creates consistency across campaigns, and helps teams work more efficiently and cohesively.

Choosing an influencer should never be a shot in the dark. It should be a deliberate, data-informed decision backed by research and clear criteria. That’s why having a documented influencer vetting process is essential to maximizing results while minimizing potential risks.

5 Steps To Ensure Alignment And Maximize The Results Of Your Influence Campaigns

1. Define Your Objectives

Before reaching out to creators, clearly define your campaign goals. Influencer marketing can support everything from awareness and engagement to conversion and loyalty, but each stage of the funnel requires different creator strengths.

For awareness, you may prioritize:

• reach;
• storytelling ability; and 
• audience relevance. 

For engagement and conversion objectives, focus on creators with 

• strong engagement quality; and
• proven performance in driving results.

Without clear success metrics, even the best collaborations can fall short.

2. Leverage Campaign Themes To Strategically Narrow Your Talent Pool

Identifying key campaign themes helps refine your creator search and ensures cohesion between the brand message and the influencer’s niche. 

For example, a campaign promoting a new line of outdoor shoes should prioritize creators who are genuinely passionate about outdoor activities and whose audiences share that interest. This increases relevance, authenticity, and resonance.

3. Assess Brand Fit

Follower count isn’t everything. Strong alignment between the brand, the creator, and their audience matters far more. Evaluate shared values, tone of voice, visual identity, and overall aesthetic to ensure the partnership feels natural and credible. It’s also important to review past collaborations and assess potential red flags. A brand safety check helps ensure your brand won’t be associated with content that could undermine your message.

4. Review Engagement Metrics And Content Quality

Look beyond surface-level metrics. Analyze engagement rates, comment quality, and how audiences respond to previous brand partnerships. Pay attention to whether the creator actively engages with their community. Often, micro and smaller creators have deeper, more loyal connections than larger accounts.

5. Reach Out And Start The Conversation

Once you’ve identified the right creators, approach them with a personalized brief. Clear communication from the start sets expectations, builds trust, and lays the foundation for a successful collaboration.

Which Tools Can Support Your Research Process?

To vet influencers effectively, here are two tools that we recommend to solidify your research.

• Grin Chrome extension:  Useful to analyze critical performance metrics such as engagement rates, average likes, and overall reach. 
• Meta’s Creator Marketplace: To audit a creator’s past brand partnerships, which allows for an evaluation of their content execution and their audience’s response to paid posts. It’s a great tool to ensure the influencer’s audience demographics, such as age, location, and gender, align with the brand’s target market to guarantee a high-impact campaign.
  • How to access: Log into your Meta Business Suite > Creator Marketplace (Left-hand navigation bar)

A thoughtful influencer vetting process turns influencer marketing from a risk into a strategic advantage. By combining clear objectives, strong alignment, and structured evaluation, brands can build authentic partnerships that drive meaningful results.

Need a partner to bring it all together? Contact us.

The post A Step-by-Step Guide to the Influencer Vetting Process first appeared on Bloom.

In this guide, we’ll break down geofencing in simple terms: what it is, how it works, common use cases, and what you need to know before launching your first campaign.

What is geofencing?

Geofencing is a location-based technology that creates a virtual boundary around a real-world area, like a neighbourhood, store, landmark, or event venue.

When someone enters (or exits) that zone, a geofencing system can trigger an action such as:

• Delivering an ad to their phone
• Sending a push notification (if using an app)
• Logging a visit for reporting and attribution
  

Think of it like drawing a digital circle on a map and saying:
“When people are inside this area, show them my message.”

How does geofencing work?

At a high level, geofencing follows a simple process:

1) Define custom target zones

You select a geographic area to target, for example:

• A retail location
• A competitor’s store
• A stadium during game day
• A festival venue
• A group of neighborhoods
  

These zones can be as broad as a city block or as specific as a single building.

2) Identify devices in that zone

When people move through the area, geofencing tools detect eligible mobile devices using location signals such as:

• GPS
• Wi-Fi networks
• Cell tower data
• Bluetooth (in some setups)
  

This allows marketers to build an audience of people who were physically present in the zone.

3) Deliver ads to identified customers

Once devices are captured, campaigns can deliver ads through mobile apps, websites, and programmatic ad networks, often in real time or shortly after the visit.

This means your message reaches people based on real-world intent, not just online browsing behaviour.

4) Measure results

Geofencing platforms typically report on outcomes such as:

• Impressions served
• Clicks and engagement
• Store visits (footfall attribution)
• Cost per visit (CPV)
• Conversion lift compared to non-exposed audiences
  

This closes the loop between marketing spend and real-world impact.

What makes geofencing so effective?

Most advertising targets people based on interests or demographics. Geofencing adds a missing piece: context.

Someone standing near (and even inside!) a car dealership, shopping mall, or event venue is often showing real intent, and that makes your marketing more timely and relevant.

Geofencing is especially powerful because it can help you:

• Reach people at the right moment
• Improve local campaign efficiency
• Target high-intent audiences
• Reduce wasted impressions
• Connect ads to in-store behaviour
  

Common geofencing marketing use cases

Geofencing can support many types of campaigns. Here are some of the most popular and effective ones:

1) Retail foot traffic campaigns

Target people near your store (or inside it) with promotions, limited-time offers, or reminders.

Example:
A coffee shop targets people within 200 meters during morning commute hours.

2) Competitor conquesting

Target people who visit competitor locations and present an alternative.

Example:
A gym targets people who visited another fitness center in the last 7 days with a “first month free” offer.

3) Events and stadium targeting

Events create dense (high-intent audiences) perfect for location-based campaigns.

Example:
A restaurant runs ads to attendees at a concert venue before and after the show.

4) Real estate and home services

Target specific neighbourhoods with messages that match local needs.

Example:
A roofing company targets areas impacted by storms with inspection offers.

5) Automotive campaigns

Car buyers often visit multiple dealerships before making a decision.

Example:
A dealership targets people who visited competing lots and retargets them with a test-drive incentive.

Geofencing vs. geotargeting: what’s the difference?

These terms get confused a lot, but they’re not the same.

Geotargeting

Targets people in a general area (city, ZIP code, radius) based on where they currently are.

Example: Target everyone in downtown Montreal.

Geofencing

Creates a precise boundary and allows you to trigger actions when people enter/exit, or to build audiences based on visits.

Example: Target people who visited a specific mall entrance or event venue.

In short:
Geotargeting = broad location targeting
Geofencing = precise location-based behaviour targeting

How accurate is geofencing?

Accuracy depends on the technology used and the environment.

In open areas, GPS can be very precise. In dense downtown areas or indoor environments, signals can be less reliable. Many platforms combine multiple signals to improve accuracy.

In practical terms, geofencing can often target locations with accuracy down to a few meters. Enough to reliably capture visits to buildings, venues, and specific points of interest.

What you need to launch a geofencing campaign

Getting started is easier than most people think. Here’s what you typically need:

1) A goal

Examples:

• Drive store visits
• Increase brand awareness locally
• Promote a limited-time offer
• Win customers from competitors

2) Target zones

Start with a focused set of zones:

• Your own locations
• A few competitor locations
• A specific neighborhood cluster
• A venue or event footprint

3) Creative assets

Ads should be short, local, and action-oriented:

• “2 minutes away — stop in today”
• “Special offer this weekend only”
• “Visit us nearby”

4) Measurement plan

Decide what success looks like:

• Visits
• Cost per visit
• Lift vs. control group
• Engagement rate
  

Best practices for geofencing campaigns

If you want results, avoid the most common mistakes by following these principles:

Keep zones tight and intentional

Overly large zones capture too many low-intent users. Smaller zones usually mean higher relevance.

Match your message to the moment

People near a location want simple, immediate value:

• Clear offer
• Strong CTA
• Local context

Test multiple zones and creatives

Start with a few variations and optimize quickly:

• Zone A vs. Zone B
• Offer vs. no offer
• “Visit today” vs. “Book now”

Don’t skip attribution

Geofencing works best when you can connect ad exposure to visits. It’s what makes the channel measurable and scalable.

Is geofencing privacy-safe?

Location-based advertising must follow privacy standards and regulations, which vary by region. Most reputable platforms use privacy-safe approaches such as:

• Aggregated reporting
• Consent-based data collection
• Non-personally identifiable device data
• Compliance with applicable laws and policies
  

If you’re running geofencing campaigns, always make sure your vendor and strategy align with current privacy requirements.

Why geofencing belongs in your marketing mix

Geofencing bridges the gap between online advertising and offline behaviour. It helps you reach people when location matters most (near your business, near competitors, or at key events) and measure real-world results.

If you’re running local campaigns and want better targeting, smarter spend, and clearer ROI, geofencing is one of the most practical tools you can add today. Need expert help? Contact us.

FAQ: Geofencing basics

1. What is geofencing used for?
   To target audiences based on physical location, drive foot traffic, and measure visit-based results.
2. Does geofencing require an app?
   Not always. Some strategies use apps, but many geofencing ad campaigns run through mobile advertising networks.
3. How much does geofencing cost?
   It varies by platform (we recommend Propulso!), targeting, and market, often based on impressions, clicks, or visits.
4. Is geofencing only for big brands?
   No. It can be highly effective for local businesses, franchises, and multi-location brands.

The post Geofencing 101: What It Is, How It Works, and Why It Matters first appeared on Bloom.

Curious about our past picks? Take a trip down memory lane with our previous editions: 2019, 2020, 2021, 2022, 2023, and 2024.

Now, let’s dive into the rising stars to keep an eye on in 2026.

1. Dermapure

Dermapure is positioning itself at the forefront of the rapidly evolving regenerative aesthetics industry. By combining cutting-edge technology with a strong national clinic footprint, the brand has secured a front-row seat in a category that’s still in its early innings.

With clinics across the country and active expansion underway, Dermapure is scaling thoughtfully while staying ahead of innovation curves. A brand to watch closely as demand for advanced aesthetic treatments continues to rise.

2. Float

3-year revenue growth: 5,601% (Globe and Mail)

From coast to coast, Float is building a movement around modern financial management. While traditional banks remain stuck in outdated systems and expense management software is often reactive and expensive, Float offers a smarter alternative.

Its explosive growth reflects a broader shift in how businesses want to manage cash flow, spending, and financial visibility—without friction. Float isn’t just growing fast; it’s redefining expectations.

3. Aritzia

The Vancouver-based retail powerhouse shows no signs of slowing down. The U.S. market has become a major growth engine for Aritzia, now accounting for nearly 60% of total revenue.

The company plans to open 8–10 new U.S. boutiques annually through fiscal 2027, with new locations achieving payback periods of under 12 months. Investors have taken notice: ATZ shares are up nearly 127% over the past year, marking one of the most impressive runs in Canadian retail.

4. Upside Drinks

3-year revenue growth: 2,752% (Globe and Mail)

The non-alcoholic beverage category continues to surge, and Upside Drinks is riding the wave. The market reached $199 million in sales between June 2023 and June 2024, a 24% year-over-year increase.

As CEO Simon Poulin puts it, “Eighty-two percent of Upside Drinks customers also buy alcohol. The story isn’t abstinence—it’s moderation.” Canadians are flex-drinking, choosing products that fit the moment, and Upside has positioned itself perfectly for that shift.

5. Organika

3-year revenue growth: 182% (Globe and Mail)

This BC-based, family-owned brand has become a standout in the wellness space, particularly with one of the best-selling collagen lines on Amazon. Organika’s collagen is sourced from grass-fed, pasture-raised cattle and is free from hormones and antibiotics.

Each serving delivers 10g of clean, hydrolyzed collagen, with a transparent ingredient list detailing the protein content and all 17 amino acids. Quality, trust, and consistency continue to fuel the brand’s growth.

6. b.cycle

b.cycle is a spinning and barre studio that’s quickly becoming a staple in Montreal’s fitness scene. With four locations and a fast-growing community, its momentum is impossible to miss.

In a bold move, b.cycle recently launched its own proprietary app for class bookings and subscription management—bypassing common platforms like Mindbody. While others play it safe, b.cycle is betting on ownership and differentiation, and so far, it’s paying off.

7. GURU Energy

In one of the most competitive beverage categories out there, GURU has managed to carve out a strong and differentiated position. The brand continues to resonate with consumers looking for cleaner energy alternatives.

Revenue is expected to climb by 20% in the coming year, according to the analysts following the company—proof that even in crowded markets, clarity of mission and product integrity matter.

8. Remedy Drinks

Remedy Drinks is best known for its long-aged, small-batch kombucha made with organic tea, live cultures, and real ingredients—without added sugar. The result? A beverage rich in probiotics, antioxidants, and organic acids.

Rising awareness around gut health, combined with demand for low-calorie, functional drinks, has fueled the growth of the kombucha category—particularly among millennials and fitness-minded consumers. Remedy’s success is no surprise.

9. Good Protein

Good Protein has built a cult following around its vegan protein powders—and for good reason. The products are praised for their taste, smooth texture, and high-quality ingredients.

Beyond the product itself, the brand’s online presence is everywhere. From influencer partnerships to paid media, Good Protein has mastered digital distribution and brand visibility, turning attention into sustained growth.

10. Stefano Faita

If you’re Canadian, you’ve seen Stefano products lining your local grocery store aisles. From pasta and soup to meatballs, sausages, and even espresso beans, Stefano has quietly become a household name.

The brand’s strength lies in its consistency: a broad product range executed well, time and time again. In a crowded food category, Stefano continues to stand out.

11. Groupe MAG

Breaking into the condiment market is no small feat—it’s a space dominated by global giants. Yet Groupe MAG has achieved what many would consider improbable.

Despite Hellmann’s dominance in the mayonnaise category, this Quebec-based company grew its market share by 161% in a single year, reaching 2% of the Canadian market while selling exclusively in Quebec. Within the province, it now commands nearly 7% market share, a rare achievement in the food industry and a testament to disciplined strategy and execution.

12. Natura Market

Founded in 2016, Natura Market has grown into a go-to destination for healthy and natural products across Canada. Operating out of its Mississauga warehouse, the company has seen significant growth over the past year.

Exclusive and viral products—like Graza olive oil, Coconut Cult, and Fruit Riot—have helped fuel demand and brand awareness. With a sharp eye on trends and strong logistics in place, Natura Market is clearly here to stay.

Together, these brands showcase the depth of innovation coming out of Canada today. Whether rethinking legacy industries or creating entirely new ones, they’re pushing boundaries and setting new standards across sectors. As 2026 approaches, these rising stars are well-positioned to influence not just Canadian markets but global ones too.

The post Canadian Brands to Look Out For in 2026 first appeared on Bloom.

1. A Season Built on Momentum: Phasing Your Holiday Campaigns

The key to a strong Q4 isn’t just one weekend — it’s a smart progression of messages and offers.
Here’s how to structure your campaign flight from late October through the New Year:

2. Creative Best Practices for Meta (Facebook & Instagram)

Go Vertical and Keep It Short

Design for Reels and Stories first (9:16). Meta is gradually migrating all video formats to Reels, so vertical-first production is essential. Keep videos between 6–30 seconds and always include captions for sound-off viewing.

Optimize with Advantage+

Meta’s Advantage+ Shopping Campaigns and Advantage+ Creative leverage AI to automatically test, learn, and optimize your ads — ensuring your strongest creative combinations win. Feed them clean product data and first-party signals to get the best results.

Holiday Messaging Tips

1. Message FIRST – Lead with your offer and deadline in the first 2–3 seconds.
2. Add Value – Show before/after moments or user-generated content that illustrates the benefit.
3. Don’t forget the CTA – Include clear calls-to-action (“Shop Now,” “Use Code BF30”) and reinforce urgency.
   

Visual Inspiration

Top-performing examples use high-contrast typography, motion, and clean product shots — combining product-focused assets with message-driven creative.

3. Creative Best Practices for Google Display & DV360

Design for Flexibility

Responsive Display Ads (RDAs) automatically adapt to various placements, so provide multiple aspect ratios (1:1, 1.91:1, 4:5, and 9:16) for full coverage.

Holiday Messaging Essentials

1. Start with Urgency – Headlines like “Ends Dec 26” or “Last-minute deal” perform best.
2. Use Price Cards – Highlight savings in bold, centred text.
3. Test Emotional vs. Transactional Hooks – Mix “Gifts they’ll love” with “Up to 60% Off – Today Only.”
4. Show Products in Context – Unboxing or lifestyle shots often outperform packshots.
5. Build Strong CTAs – Add “Shop Now” or “Ends Soon” directly into your visuals.
   

These ads shine when simple, bold, and motion-friendly — animated under 15 seconds and always mobile-optimized.

4. Powering Performance Max (PMAX) for Holiday Success

Google’s Performance Max campaigns thrive on asset diversity.
To feed its AI effectively:

• Include all asset types – Text, video, and static images. Even short Reels-style clips can dramatically improve performance.
• Upload variety – At least 4 images per ratio and up to 5 logos. The algorithm performs better with options.
• Prioritize clarity and aesthetics – Clean, high-res images on neutral backgrounds align well with Google’s auto-cropping and enhancements.
• Use overlays sparingly – Text badges or discount graphics should complement, not clutter.
• Keep consistency – Colour, tone, and style must feel unified across all assets.
  

5. Technical Specs: Your Cheat Sheet

Here’s a quick reference for key specs:

Meta

• Reels: 9:16, up to 15 minutes, MP4/MOV
• Stories: 9:16, up to 2 minutes (split into 15-sec cards)
• Feed: 4:5 ratio, 1080px minimum
• Carousels: 1:1 or 4:5, 2–10 cards
  

Google

• Images: 1200×1200 (square), 1200×628 (landscape), 960×1200 (portrait)
• Logos: 1200×1200 (square), 1200×300 (landscape)
• Up to 20 images per aspect ratio and 5 logos per campaign
  

Each project is reviewed individually to ensure timelines align with your creative volume and campaign goals.

Let’s Do This

The holiday shopping season rewards preparation, testing, and agility.
Whether you’re building full-funnel campaigns or fine-tuning creative for last-minute offers, these best practices will help you stay relevant and drive results across every touchpoint.

Need a partner to bring it all together? Contact us.
grow@makeitbloom.com

The post Mastering Black Friday, Cyber Monday & Holiday Campaigns: 2025 Best Practices first appeared on Bloom.

The good news? Your site isn’t broken. In fact, this is one of those rare cases where a scary-looking dip in your metrics could actually be a good thing.

The Big Change: Google Stopped Showing 100 Results Per Page

Here’s what happened: until recently, you could add a simple parameter (&num=100) to a Google search URL and get up to 100 results per page.

This was a goldmine for rank tracking tools and SEO platforms, because they could easily collect tons of ranking data in one go. But on September 11, that option quietly disappeared. Now, Google caps results at the default (usually 10 per page), and scraping that same data suddenly costs tools ten times more; these tools must now load 10 Google SERPs to collect the same data (organic websites rankings, positions 1 to 100) as before.

So what does that mean for you? It means the way your site shows up in data (especially in GSC) for some metrics has shifted, even if nothing on your end has changed.

Why Your GSC Numbers Look “Worse” (But Aren’t)

Here’s what most site owners are seeing:

• Impressions are down. Your pages might still rank, but impressions from positions 21 to 100 have been impacted for most websites. Those were usually bots or scrapers, not real people, so losing them isn’t actually a big loss.
• Average position is up. Since those irrelevant impressions are gone, your average ranking looks a bit better, even if your real positions haven’t moved.
• In some cases, click-through rates (CTR) could be up. If your website has a considerable loss in impressions, but clicks have remained stable (which is the most likely scenario), you could have observed that your CTR % has improved.
  

Basically, Google is now reporting cleaner, more meaningful data; data that better reflects your website’s organic performance with users, not bots or scrapers. Before, you were counting a lot of noise. Now, you’re measuring actual visibility.

Why Those “Lost” Impressions Didn’t Matter Anyway

It might feel weird watching impressions disappear, but here’s the truth: many of them weren’t valuable in the first place.

Most people don’t click beyond the first few pages of search results. So when your page was ranking in position 70 or 90, it was mostly bots and crawlers generating impressions, not real searchers.

With the &num=100 trick gone, your data is now mostly focused on the impressions that do matter: the ones from users who are actively searching for what you offer.

A Shift in How SEO Success Is Measured

This change is quietly reshaping how we think about SEO performance. For years, high impression counts were a feel-good metric. But they weren’t always useful.

Now, the industry is being nudged to focus on what really counts:

• Visibility in the top 20 results, where users actually click.
• CTR (click-through rate) and conversions, not just raw visibility.
• More accurate attribution and relevance signals.
  

So if your impressions are down, but rankings (mostly positions 1 to 20), clicks, and conversions are steady (or even improving), you’re doing just fine.

Is This Change Permanent? It Appears So.

Here’s the deal: this isn’t a bug, it’s intentional. When pressed for details, Google responded (but not with much clarity):

“The use of this URL parameter is not something that we formally support.”

In other words, the feature’s gone for good. Google didn’t explain why the change was made, whether it’s to curb scraping, tighten control over data access, or something else entirely. What’s clear is that the old workaround no longer works, and rank-tracking tools will need to adapt fast.

If there’s any silver lining, it’s that this might push analytics toward more accurate, human-driven data. 

The Bottom Line

A sudden dip in GSC impressions doesn’t mean you’re losing traffic or visibility. It probably means your data is finally reflecting reality.

Think of it as Google cleaning the lens on your analytics. Now you’re seeing a sharper, more accurate picture of how people are truly finding you.

Sources:
Google Search rank and position tracking is a mess right now – Search Engine Land

Google num=100 impact on data – Search Engine Land

The future of rank tracking can go two ways – Search Engine Journal

https://searchengineland.com/google-search-confirms-it-does-not-support-the-results-per-page-parameter-462244

The post GSC Impressions Big Dip Starting September 11 2025 – What Happened? first appeared on Bloom.

1. Launching Without a Clear, Measurable Strategy

The mistake

It’s surprising how often big teams dive into tactics (ad buys, social launches, influencer pushes) without aligning them to a central strategic framework. They may talk about “raising awareness” or “getting more traffic,” but lack specificity about which audience, which metrics, or by when.

Why it’s dangerous

Without clear, measurable goals, campaigns become a series of isolated efforts rather than coordinated moves. Success is fuzzy. You end up with lots of activity but no way to assess ROI or learn from failure. 

How to avoid it

• Use a SMART framework (Specific, Measurable, Achievable, Relevant, Time-bound) for every campaign.
  
• Before execution, build a campaign “map” that ties each effort (ads, content, social) back to one or two primary KPIs (e.g. cost per lead, incremental sales, retention).
  
• Schedule regular check-ins (weekly, mid, post) to measure against those goals. And be ready to pivot if performance lags.
  

2. Poor Audience Targeting (Either Too Broad or Wrong Personas)

The mistake

In an effort to maximize reach, some brands end up targeting “everyone.” Or they assume their existing buyer personas are static and ignore evolving behaviours, oversights that lead to irrelevant messaging and wasted budget.

Why it’s dangerous

Targeting too broadly dilutes your message and wastes money on low-intent audiences. Conversely, incorrect assumptions about your audience can lead to messaging that doesn’t resonate. 

How to avoid it

• Build or refresh detailed buyer personas (beyond demographics, include motivations, objections, media habits.)
  
• Use segmentation in your ad platforms (e.g. lookalike audiences, interest + behavioural filters) and test across segments.
  
• Start with narrower, high-probability audiences; scale outward only after validating performance.
  

3. Ignoring the User Experience & Technical Performance

The mistake

Big brands sometimes push gorgeous visuals or ambitious interactive elements without deeply testing them. Slow pages, broken links, cluttered navigation, or mobile mis-rendering go unnoticed in launch rushes.

Why it’s dangerous

A one-second delay in page load can reduce conversions significantly. And users are quick to abandon sites that frustrate them. A 1-second delay may cost up to 7% in conversions (BigCommerce).

Additionally, display ads that never appear “in view” (e.g. placed below the fold) are wasted impressions. Research on ad viewability shows that lower pixel/second exposures often underperform (arXiv).

How to avoid it

• Always run pre-launch QA across devices (mobile, tablet, desktop) and browsers.
  
• Monitor page speed, layout shifts, mobile responsiveness, broken links, and call-to-action visibility.
  
• Use viewability and other ad quality metrics in your media buys; avoid placements that bury your ads or compromise performance.
  

4. Overemphasizing Promotions & Hard Selling over Value

The mistake

It’s tempting to lean heavily on discounts, urgency messaging, or bold CTAs (especially in fast campaigns). Many big brands default to “buy now” rather than building narrative, trust, or utility.

Why it’s dangerous

When every campaign leans on pushing the sale, you risk fatigue, brand erosion, and diminishing returns (customers learn to wait for the next promotion).

Instead, digital marketing experts often advise a balanced content approach: educate, engage, then prompt. 

Furthermore, in digital ad ethics and disclosure, brands sometimes push content or endorsements that read as organic but hide their paid nature. A study of social media disclosures showed only ~10% of affiliate content included clear labels — hurting trust (arXiv).

How to avoid it

• Use a mix of informative / storytelling content and promotional messaging to nurture prospects.
  
• In long-running campaigns, layer your messaging: awareness, education, then conversion.
  
• Ensure transparency in sponsored content and influencer partnerships. Always use clear disclosures or labels.
  

5. Failing to Iterate: Ignoring Data, A/B Testing & Optimization

The mistake

Some campaigns are “set and forget.” Huge budgets roll out, reports go to leadership, but the mid-campaign adjustments are minimal. Brands may wait until the final wrap-up before analyzing or learning.

Why it’s dangerous

Digital is inherently dynamic. Audience behaviour, ad fatigue, and external factors shift fast. If you don’t adapt, you leave money on the table. 

The broader digital marketing literature consistently emphasizes that neglecting analytics and performance insight is a central failure mode.

How to avoid it

• Define early what data you’ll track (CTR, conversion rate, cost per acquisition, retention) and what thresholds will trigger action.
  
• Set up A/B or multivariate tests for creative variations, landing pages, copy, and timing.
  
• Build dashboards (weekly, daily) to flag underperforming segments or ads, and reallocate or pause those quickly.
  
• After the campaign, conduct a post-mortem: what worked, what didn’t, what you’d change. Use that learning in successive campaigns.
  

Putting It All Together: A Pre-Launch Checklist for Brands

Before you flip the switch on your next big digital campaign, run through this quick audit:

1. Strategy & Goals: Are your goals SMART? Does every tactic map to a top KPI?
   
2. Audience Definition: Are your personas up-to-date? Are targeting filters appropriate?
   
3. UX & Technical Readiness: Has the campaign been QA-ed across devices? Are speeds acceptable?
   
4. Messaging Mix: Do you have value-oriented and promotional messaging? Are all disclosures transparent?
   
5. Optimization Plan: Do you have dashboards, thresholds, tests set up, and resources to act on them?
   

Bonus tip: Don’t forget that paid media campaigns contribute to your business’s overall success. It’s important to review global performance to guide your strategies, rather than focusing only on the results of individual campaigns or ads.

Even the biggest brands falter when frameworks slip. But by instituting structure, discipline, and responsiveness (and by treating every campaign like a learning opportunity), you can elevate your digital performance and avoid the pitfalls that trip up many teams. Contact us.

The post 5 Digital Campaign Mistakes Even Big Brands Make (And How to Avoid Them) first appeared on Bloom.