PPC Algorithm Traps, Instagram Engagement Reality, Reverse Trials

Edition 85

Author

Luru Labs
September 08, 2025

Hello there,

This week, we're uncovering why your PPC campaigns might be sabotaging themselves, the real Instagram engagement benchmarks that'll surprise you, how AI is reshaping marketing roles, and a growth model that's quietly outperforming freemium.

Grab your favourite drink and let's dig in!

The Two-Week PPC Trap: Why Your Algorithm is Working Against You

CXL reveals the hidden danger lurking in your PPC campaigns: algorithms optimized for early wins that crash and burn after two weeks. The research exposes why those promising Day 3 results often lead to budget disasters and gives you the exact framework to take control back from the machines before they drain your ad spend.

PPC in 2025: How to Control the Algorithm (Before it Burns Your Budget)

AI-powered PPC can scale results or drain your budget. Learn how to control the algorithm with better data, guardrails, and human oversight.

cxl.com/blog/how-to-control-ppc-algorithm/#h-the-two-week-trap-why-early-wins-don-t-last

Instagram Engagement Reality Check: Data from 27+ Million Posts

Buffer analyzed over 27 million Instagram posts to reveal what "good" engagement actually looks like at every follower level. The findings will completely change how you benchmark your performance—hint: that 5% engagement rate means something totally different if you have 500 vs 50,000 followers. Plus, discover the posting frequency secrets that separate growing accounts from stagnant ones.

What Is A Good Instagram Engagement Rate?

Data from 27 Million+ Instagram Posts reveals the average Instagram engagement rate by follower tier

buffer.com/resources/instagram-engagement-rate

The AI Marketing Manager Job That's About to Explode

As companies scramble to integrate AI into their marketing stack, a new role is emerging: the AI Marketing Manager. This deep dive reveals exactly what skills you need, what these positions actually entail, and why getting ahead of this trend could be your biggest career move. The job market is shifting fast—here's your roadmap.

AI Marketing Manager, Job Description

The new jobs that are ushering in a brave new era of marketing and/or giving marketers more reason to switch careers

newsletter.aroundthebonfire.com/p/ai-marketing-manager-job-description

The Reverse Trial: Why This Growth Model Beats Freemium

Forget everything you know about freemium and free trials. The "reverse trial" model is quietly converting 2-3x better by flipping the script entirely. Instead of limiting features, give users everything upfront, then downgrade them to free. The psychology is brilliant, and the case studies from companies using it will make you rethink your entire acquisition strategy.

The growth model that outperforms freemium and free trials. | How to study new market - tactics from a Twitter PM turned healthcare founder.

16z guide on hiring strong founding team & More.

theventurecrew.substack.com/p/the-growth-play-that-outperforms


That's a wrap on this week's discoveries! We love how these pieces all connect around one theme: challenging conventional wisdom with data. Whether it's rethinking PPC optimization, understanding real engagement benchmarks, preparing for new career opportunities, or flipping growth models on their head—the smartest marketers are questioning the "standard" playbook.

See you next week 👋

Signing off,

Team ‘Luru