At HK Digital, one of the most important questions we help brands answer is: Are we truly acquiring new customers—or just paying for customers who would have purchased anyway? That’s where Incremental New Customer Acquisition (iNCA) comes in. Rather than optimizing solely for ROAS or blended CPA, iNCA focuses on net-new growth—identifying and scaling the strategies that genuinely drive incremental value. Below, we break down actionable strategies for doing this in Google Ads, Meta Ads,

We just wrapped up Google Marketing Live 2025, and wow—Google’s going all-in on AI. While some of these updates feel like game-changers, others? Let’s just say we’re cautiously optimistic. Here’s our quick take on the top 10 most interesting updates—and what they really mean for marketers like us.