Podcast Episode Summary

Win With Paid Ads

Host: Ashley Brock
Episode #104: “How Google, Meta & TikTok Algorithms Actually Work”
Release Date: January 29, 2026

Episode Overview

Ashley Brock dives deep into how paid advertising algorithms work across Google, Meta (Facebook/Instagram), and TikTok. Addressing a frequent concern from her clients—“Does the algorithm hate me?”—Ashley breaks down algorithm logic, what signals these systems care about, and actionable tips for entrepreneurs and business owners to get their ads in front of the right audiences faster and more profitably. The focus is on demystifying algorithms, comparing major ad platforms, and sharing field-tested strategies that lead to real results.

Main Discussion Points & Insights

The Universal Truth: Algorithms Don’t Hate You

• [00:33] Ashley reassures listeners:

  “It doesn’t hate you, it doesn’t judge you, it doesn’t even know what you think. All it knows is it’s going to follow patterns.”
  Algorithms simply respond to the signals you give them, not to personal feelings.

Paid Ads: Why They Matter

• [03:35]

  “With paid advertising, you don’t need a lot of people. You just need the right people.”
  Ashley emphasizes that successful advertising isn’t about massive reach, but high relevance.

How Algorithms REALLY Work: What’s Common Across All Platforms

Training, Not Fighting, the Algorithm

• [05:00]

  “You are not fighting the algorithm. You are training the algorithm.”
  What you feed into the system determines the outcome.

Core Signals the Algorithm Cares About

• [07:15]
  • Tracking: Proper pixel/tag setup is critical. The algorithm needs reliable data on what constitutes a conversion (e.g., form fill, purchase).
  • Pattern Recognition: Algorithms cluster users based on behaviors (demographics, interests, engagement).
  • Messaging Clarity: The words and context of your ads influence targeting and delivery.
  • Volume:

    “Volume is oxygen.” [16:00]
    Small budgets or insufficient clicks leave the algorithm "gasping" and unable to learn.

  • Learning Period: Algorithms need time and data to calibrate; the “learning” phase does not mean broken performance—often, results accrue during this time.

Notable Quote

• [17:10]

  “The riskiest thing you could do is to not risk anything. ... Your $30 a week ad budget is absolutely risking nothing, and thus you’re gaining nothing.” –Ashley Brock

Differences Between Platforms

Meta (Facebook & Instagram)

• [26:50]
  • Focuses on who the person is (identity, engagement patterns, and understanding the creative’s emotion/message).
  • Needs about 50 conversions per ad set per week to “exit learning” (though success is possible before this).
  • Stability and consistency matter far more than chasing a perfect “learning complete” status.
  • Meta “hates chaos”—frequent tinkering or constant changes throw off optimization.

Google (Search, YouTube, Display, etc.)

• [32:45]
  • Focuses on user intent and searches (“what are they in the market for?”).
  • Every search is an auction, with smart and manual bidding options (smart bidding adapts bid values based on detected intent).
  • Tracking, relevant keywords, and not being “boxed in” with budgets are essential for success.
  • Typically needs about 30 conversions or 1-2 weeks to exit learning.

TikTok

• [37:18]
  • Creative-first platform: Watch time, hook strength, and creative style determine distribution.
  • Frequent creative refresh is needed; content fatigue can tank results faster than on other platforms.
  • About 50 conversions per week is the benchmark for exiting learning.
  • The algorithm follows content style and similarity clusters more so than advertiser identity.

What Algorithms Actually See

• [41:15]
  • Text: Meaning, intent, and congruence with landing pages.
  • Visuals: Objects, faces, emotions, tone, style.
  • Post-Click Behavior: Bounce rate, scrolling, repeat visits inform the algorithm about user intent and help it find “lookalike” converters.
  • Recency: Fresh data (recent conversions) matter more than old conversion history—momentum compounds.

Practical Guidelines: Algorithm Do’s & Don’ts

Do’s

• Choose one action to optimize for (e.g., a specific conversion event).
• Keep tracking accurate and clean.
• Let campaigns “breathe”—give the algorithm time and space to learn.
• Test multiple creatives consistently.

Don’ts

• Don’t edit constantly or change optimization goals day-to-day.
• Don’t mix too many actions (warm and cold audiences, events) in a single campaign.
• Don’t starve the budget—underfunded campaigns can’t learn.
• Don’t panic after 48 hours—real results come with patience, not hyperactivity.

“Don’t hover over a shoulder and tapping it literally constantly trying to change things.” –Ashley Brock [44:30]

Detailed Timestamps of Key Segments

• 00:33 — Algorithms don’t hate you; they follow signals.
• 03:35 — Why you don’t need a big audience, just the right one.
• 05:00 — “You train the algorithm, you don’t fight it.”
• 07:15 — How tracking, messaging, and behavioral clues shape targeting.
• 16:00 — “Volume is oxygen”—why risk and spend matter.
• 17:10 — “The riskiest thing is not risking anything.”
• 26:50 — Meta’s focus is who the person is; learning period explained.
• 32:45 — Google is all about intent and auction-based learning.
• 37:18 — TikTok optimizes around creative freshness and style.
• 41:15 — What algorithms “see”—from text to post-click actions.
• 44:00+ — Recap and algorithm do’s/don’ts.

Memorable Quotes

• [00:33]

  “It doesn’t hate you, it doesn’t judge you, it doesn’t even know what you think. All it knows is it’s going to follow patterns.” – Ashley Brock

• [05:00]

  “You are not fighting the algorithm. You are training the algorithm.” – Ashley Brock

• [16:00]

  “Volume is oxygen.” – Ashley Brock

• [17:10]

  “The riskiest thing you could do is to not risk anything. ... Your $30 a week ad budget is absolutely risking nothing, and thus you’re gaining nothing.” – Ashley Brock

• [44:30]

  “Don’t hover over a shoulder and tapping it literally constantly trying to change things.” – Ashley Brock

• [End]

  “Remember, the algorithm is not out to get you. It’s just responding to you. But it is out to get your money, and that’s a really good thing for you.” – Ashley Brock

Takeaways

• All algorithms are pattern detection machines; success depends on the quality and clarity of your data and messaging.
• Volume and patience are critical—don’t expect instant results or try to “game” the learning process.
• Each platform favors a different approach (Meta = identity, Google = intent, TikTok = creative style)—adjust your strategies accordingly.
• Avoid chaos: Fewer, bigger, and more considered actions beat hyperactive tinkering.
• The algorithms are designed to help profitable advertisers scale; understanding and helping the algorithm do its job increases your success.

Next Episode Teaser

Ashley teases an upcoming episode focused on YouTube targeting for those interested in expanding into video ad strategies.