Custom Bidding Explained: How to Take Control of Your Ad Spend with Hicham Ghazal
04/08/25 • 19 min
Key Topics Covered:
• What custom bidding is—and why it matters now more than ever
• The limitations of smart and manual bidding
• How custom bidding improves efficiency and profitability
• The math behind custom bidding: inputs, outcomes, and what to track
• How to structure your bidding models for real-world impact
• Brand health vs performance marketing—and how to balance both
• Why marketers need to own their numbers and not rely blindly on algorithms
• Leadership, data, and the evolving role of marketing in 2025
Key Takeaways:
✔ Custom bidding isn’t just for data scientists—every performance marketer should understand it
✔ You can scale smarter, faster, and more profitably with the right bidding strategy
✔ Relying on Google or Meta to optimize your campaigns? It’s time to take control
✔ Brand building and bidding are not mutually exclusive—they should support each other
If you’re serious about leveling up your paid media game, this episode is a blueprint.
Loved this episode? Subscribe, leave a review, and tell us your biggest insight!
⏱ Timestamps
00:00 – Intro
01:45 – What is custom bidding (and why it’s misunderstood)
04:20 – Where smart bidding falls short
08:12 – Inputs that matter: defining value in your bidding model
13:50 – Common mistakes in performance bidding strategies
18:24 – Real-life example: building custom bidding from scratch
23:08 – Why marketers need to think like product managers
27:32 – Balancing brand health with aggressive bidding goals
32:10 – How custom bidding increases profitability
36:40 – Final thoughts from Hicham on owning your strategy
Watch the Full Episode and Follow us on Social Media! ↓
📲 Instagram: https://www.instagram.com/belowthefoldpodcast/
🎬 YouTube: https://www.youtube.com/@BelowTheFoldPodcast
🎵 TikTok: https://www.tiktok.com/@belowthefold?lang=en
🔗Linktree: https://buff.ly/3VF3s4Q
Key Topics Covered:
• What custom bidding is—and why it matters now more than ever
• The limitations of smart and manual bidding
• How custom bidding improves efficiency and profitability
• The math behind custom bidding: inputs, outcomes, and what to track
• How to structure your bidding models for real-world impact
• Brand health vs performance marketing—and how to balance both
• Why marketers need to own their numbers and not rely blindly on algorithms
• Leadership, data, and the evolving role of marketing in 2025
Key Takeaways:
✔ Custom bidding isn’t just for data scientists—every performance marketer should understand it
✔ You can scale smarter, faster, and more profitably with the right bidding strategy
✔ Relying on Google or Meta to optimize your campaigns? It’s time to take control
✔ Brand building and bidding are not mutually exclusive—they should support each other
If you’re serious about leveling up your paid media game, this episode is a blueprint.
Loved this episode? Subscribe, leave a review, and tell us your biggest insight!
⏱ Timestamps
00:00 – Intro
01:45 – What is custom bidding (and why it’s misunderstood)
04:20 – Where smart bidding falls short
08:12 – Inputs that matter: defining value in your bidding model
13:50 – Common mistakes in performance bidding strategies
18:24 – Real-life example: building custom bidding from scratch
23:08 – Why marketers need to think like product managers
27:32 – Balancing brand health with aggressive bidding goals
32:10 – How custom bidding increases profitability
36:40 – Final thoughts from Hicham on owning your strategy
Watch the Full Episode and Follow us on Social Media! ↓
📲 Instagram: https://www.instagram.com/belowthefoldpodcast/
🎬 YouTube: https://www.youtube.com/@BelowTheFoldPodcast
🎵 TikTok: https://www.tiktok.com/@belowthefold?lang=en
🔗Linktree: https://buff.ly/3VF3s4Q
Previous Episode
10 Reasons why PR matters with Lara Geadah
Key Topics Covered:
• What PR really is beyond media coverage (and why most people get it wrong)
• The importance of personal branding and self-promotion in today’s market
• Why you don’t need a background in PR to start making an impact
• How PR can help close deals and bring in inbound leads
• Budget-friendly PR strategies for startups and SMEs
• The power of LinkedIn influencers and why they’re taking over the PR game
• Why PR is about storytelling and credibility, not just media placements
• Unexpected collaborations and how they can skyrocket your brand’s reach
Key Takeaways:
✔ PR is not a luxury—it’s a necessity in today’s competitive landscape.
✔ You don’t need a PR agency to start building authority—you just need the right strategy.
✔ Your online presence is your PR—like it or not. Be intentional about your content.
✔ Collaboration with unexpected partners can be a game-changer for visibility and audience growth.
🔥 Lara doesn’t hold back—this is the insider knowledge you NEED to elevate your brand.
🚀 Loved the episode? Subscribe, drop a review, and let us know your biggest PR takeaway!
Timestamps:
00:00 – Introduction
01:27 – Guest intro: Lara Geadah returns for another episode
03:12 – What PR really is vs. common misconceptions
05:34 – Why PR isn’t just media coverage—it’s how you present yourself
09:32 – PR strategies for credibility and sales
13:56 – How PR can help you close deals
19:50 – Budget-friendly PR strategies for small businesses
23:11 – The rise of LinkedIn influencers & personal branding
32:50 – How PR creates inbound opportunities
35:26 – Strategic collaborations and their unexpected benefits
38:28 – Final thoughts & advice for businesses looking to elevate their PR
Watch the Full Episode and Follow us on Social Media! ↓
📲 Instagram: https://www.instagram.com/belowthefoldpodcast/
🎬 YouTube: https://www.youtube.com/@BelowTheFoldPodcast
🎵 TikTok: https://www.tiktok.com/@belowthefold?lang=en
🔗Linktree: https://buff.ly/3VF3s4Q
Next Episode
Empathy Metrics: How Feeling Valued Fuels Performance with Mimi Nicklin
Inside this episode:
• What listening-led leadership really means—and how it transforms morale and motivation
• The science behind why being seen and heard boosts team performance
• How psychological safety and empathy drive innovation and prevent burnout
• Real-world inspiration: How Microsoft became a model for empathetic leadership
• Can AI scale empathy? A surprising take on tech and emotional intelligence
This conversation is a must-listen for leaders, creatives, and professionals who want to create more human, connected, and high-performing workplaces.
📩 If this episode resonates, subscribe, leave a review, and share it with someone building a better workplace.
00:00 – Introduction & welcome back to Mimi
01:00 – Why motivation fuels creative excellence
03:00 – What listening-led leadership looks like in action
05:30 – The cost of disengagement and the case for empathy
07:00 – Empathy's ROI: Profit, productivity, and retention
10:00 – Microsoft as a case study for empathetic culture
11:45 – Practical ways to build emotional connection at work
13:30 – Will AI kill or scale empathy?
15:30 – Understanding the stress response in creative teams
18:00 – How empathy builds resilient, tenacious teams
20:00 – Finding joy, purpose, and sustainable energy as a leader
Watch the Full Episode and Follow us on Social Media! ↓
📲 Instagram: https://www.instagram.com/belowthefoldpodcast/
🎬 YouTube: https://www.youtube.com/@BelowTheFoldPodcast
🎵 TikTok: https://www.tiktok.com/@belowthefold?lang=en
🔗Linktree: https://buff.ly/3VF3s4Q
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