What if you already had access to tools that could boost the performance of your advertising campaigns, but didn’t even know they existed?

That’s the provocative question Olexandr Rolskyi, CEO of newage., opened his talk with at ROMI 2025. As the head of the first Ukrainian agency certified by Google Marketing Platform, he demonstrated how tools from the open-source Google Solutions Library are already helping marketers improve creatives, optimize campaigns, detect anomalies, and make data-driven strategic decisions — today, not “someday.”

This topic is especially critical right now: in a world where everyone talks about AI, most teams are still stuck at basic automation or waiting for “perfect,” out-of-the-box solutions. The truth is — these tools already exist. They’re open, free, and entirely practical. You don’t need to invent them. You just need to start using them.

ROMI 2025 is one of the year’s key conferences focused on ROI, data-driven approaches, and the future of marketing through the lens of effectiveness. And Sasha’s talk was that very wake-up call for the industry: stop ignoring, start using.

Who Spoke — and Why It Matters

Olexandr Rolskyi, CEO of newage., is a strategist, manager, and tech enthusiast rolled into one. He doesn’t just run the company — he’s hands-on in building and integrating marketing technologies, from custom analytics to real-world AI adoption. His work bridges big-picture strategy with a deep understanding of how each component of a campaign actually functions — from creative to budget optimization.

The newage. agency has every reason to speak about Google Solutions not as abstract opportunities, but as tools we’ve tested and implemented ourselves. We’re the first Ukrainian agency certified in the Google Marketing Platform, with a team of over 30 GMP specialists, five certified trainers, and more than 3,500 campaigns launched across 19 countries. newage. doesn’t just use Google products — we teach others how to use them more effectively.

Our approach is rooted in three core principles: system thinking, automation, and data utility. At newage., marketing isn’t just about ideas — it’s about the infrastructure to deliver them. That means AI, scripts, custom dashboards, anomaly detectors, and MMM models. If something can be automated, it will be. If data can be read, it will be turned into a decision-making system.

The Vision of the Cycle: Creative → Campaign → Post-Analysis → Strategy

Linear thinking no longer works in marketing. The old pattern — create a creative → launch it → report → forget — is outdated. Modern marketing success is built on a continuous loop, where each stage informs and enhances the next: the creative shapes the launch, the launch generates data for post-analysis, the analysis becomes the foundation for a new strategy, and that strategy sets the direction for the next creative. Then the cycle repeats.

This is exactly where newage. begins its approach by building a system of continuous marketing improvement, with AI support at every stage of the process.

But what if you don’t have your tech stack? Google has already built it for you.

Google Solutions: An Underrated Resource for Marketers

The Google Solutions Library is an open collection of tools and templates designed to solve real-world challenges in digital marketing. And it has everything:

• scripts for automated campaign analysis,
• AI-powered tools,
• reporting templates,
• creative generators,
• attribution and MMM models,
• even ready-made integrations with BigQuery, GA4, CM360, DV360.

But the most important part? They’re open-source. That means you can customize, combine, and scale them to fit your specific workflows and needs.

In most cases, marketing teams don’t need to reinvent the wheel — they just need to find the right solution in the library, connect it to their Google Cloud or GMP account, and launch.

These are the exact tools newage. integrates into every stage of the marketing cycle — from creative development to media mix optimization. But more on that in the next sections.

AI in Creative Work

If you still think AI in marketing is just about generating images or copy, it’s time to zoom out. One of the most powerful — and underrated — uses of artificial intelligence is evaluating and optimizing creatives before campaigns even launch. This is where technology doesn’t just assist — it reshapes the process: replacing subjective “like vs. don’t like” with a methodical, measurable, and data-backed answer to whether your creative works.

The first tool newage. embraced in this area is the ABCD Detector — a solution from the Google Solutions Library that the team not only tested but is now actively refining and adapting for their specific needs.

ABCD Detector — What It Is and Why It Matters

One of the main reasons creatives don’t perform isn’t a lack of ideas — it’s a lack of structure. That’s exactly what the ABCD Detector aims to solve. This AI-powered tool from the Google Solutions Library evaluates video ads before launch, using four key effectiveness criteria:

• A – Attention: Does the video grab attention immediately?
• B – Branding: Is the brand visible and shown frequently enough?
• C – Connection: Does it create emotional resonance or present relatable use cases?
• D – Direction: Is there a clear call to action or next step?

What Does This Analysis Deliver?

• Pre-launch validation — assess the creative before wasting budget, not after;
• Precision edits — improve specific weak points without reshooting the entire video;
• Hypothesis testing — for example, does early branding improve ad recall?
• Data-backed A/B testing — use structured insights to drive iterative improvements and long-term brand lift.

The LOKO Case — A Closer Look

At ROMI 2025, Olexandr shared a detailed case study with client LOKO that illustrates the real-world impact of the ABCD approach.

The Problem:

Across multiple campaigns, the team observed a steady drop in ad recall — fewer users remembered seeing the ads. There could have been many reasons: the digital mix, the offer, the product itself. But one major hypothesis stood out: the creative was underperforming.

What We Did:

1. We ran the previous video ad through the ABCD Detector.
   Result: 15 out of 26 points (57%).
   Issues: weak opening, little to no clear direction, and the brand appeared too infrequently.
2. A new creative was produced and tested using the same tool.
   Result: 21 out of 26 points (81%).
   Improvements: strong attention score (9/10), better branding frequency (7/8), and a clear call-to-action was added.
3. Most importantly, the creative was optimized before the campaign launched, not after the budget was already spent. That meant fewer risks and a stronger impact from the very first second of the ad.

Bonus Insight: In the new version of the video, the brand is mentioned at least three times, with both logo and visual presence appearing within the first five seconds — a key factor that was completely missing in the previous creative. These early branding cues directly contribute to stronger ad recall and overall campaign effectiveness.

How newage. Is Evolving the Tool

Like many of Google’s open-source solutions, ABCD Detector is a starting point, not a finished product. At newage., the team is taking it further, turning it into a custom AI-powered creative analysis platform.

What’s being added:

• Proprietary campaign database: The system won’t just compare creatives against abstract standards — it will benchmark them against actual performance data from previous campaigns. This builds an internal knowledge base that grows over time.
• Post-view data integration: By connecting with GA4, CRM systems, and ad platforms, newage. brings in behavioral signals that happen after the view, even if there was no click. That gives much richer insight into true creative effectiveness.
• Custom deployment: The team is currently working on hosting a self-contained version of the tool, with full control over logic, interface, user access, and speed. No need to wait for Google Manager API calls — it’s fast, local, and tailored.

The goal: To transform ABCD Detector from a static evaluator into a predictive system — one that proactively recommends improvements based on the brand’s context and historic campaign outcomes.

This case is a great example of how marketers can combine open-source tools, AI capabilities, and their data history to not just improve a single video, but to systematically raise the quality of communication at every stage of the funnel.

Launching and Optimizing Campaigns with AI

Once the creative is ready, the marketing campaign is only just beginning. It’s during the launch and optimization phase that teams face some of their toughest challenges: What to scale? Where is performance dropping? How can we catch mistakes early — and avoid burning the budget?

This is where Google’s AI tools step in, enabling teams not only to see more, but to react faster, with precision, speed, and data-backed confidence.

ViGenAiR — Creative Adaptation Without Full-Scale Production

Imagine this: you have a polished 90- or 30-second brand video, and suddenly you need to adapt it for digital. That means slicing it into 20-, 15-, or even 6-second spots for multiple platforms and formats. Or maybe you need to flip a vertical video into a horizontal one — and do it fast.

ViGenAiR is a tool designed to automate exactly that process:

• It generates short-form versions from longer creatives;
• Reformats video for the needed platform — horizontal to vertical, or vice versa;
• Allows you to tweak tone, background, and visual elements using simple prompts.

The team at newage. is actively testing this solution. While it’s not perfect yet, it already delivers several real-world advantages:

• Saves time and production resources;
• Enables fast creation of multiple variations for A/B testing;
• Acts as a source of inspiration for new creative directions.

“This tool doesn’t replace your creative team,” notes Olexandr, “but it gives them a push — it’s where you can start.”

Campaign Anomaly Detector — Catch Drops Before It’s Too Late

In today’s media landscape — where dozens of campaigns run simultaneously, each with hundreds of creatives and targeting variations — performance issues are not a matter of if, but when. User behavior anomalies, unexpected cost spikes, dips in CTR, or declining conversions — all of this can happen even with the “right” strategy. The key is spotting the problem before the budget is gone.

That’s exactly why the Campaign Anomaly Detector has become a core component in newage.’s technical stack.

In its base configuration, Campaign Anomaly Detector is already powerful:

• Monitors ad campaigns in real time;
• Flag anomalies across key metrics — from impressions and cost to clicks, CTR, and conversion rate;
• Sends alerts when something looks off;
• Helps teams catch issues early, saving budget and protecting performance.

But in the hands of newage., this tool goes a step further: it doesn’t just warn, it acts.

“We’re not the kind of team that trusts an out-of-the-box tool blindly. There’s always one more checklist, one more script, one more layer of control,” jokes Olexandr — and that mindset defines how the team operates.

How newage. enhances it:

• Adds custom metrics for deeper monitoring — like viewability, scroll depth, delayed conversions, share of new users, etc.;
• Builds client-specific rule sets — e.g., for e-commerce, it tracks ROAS drops on specific SKUs; for mobile apps, it flags when day 2–3 retention falls below target;
• Is developing a system that not only detects issues, but automatically reacts: pausing campaigns, adjusting budgets, or launching predefined experiments in response.

Why It Matters:

In a typical workflow, marketers might notice a drop in performance after 2–3 days, or at best, at the end of the day, by which time thousands of dollars could be wasted and the funnel efficiency compromised. Anomaly Detector cuts that lag down to just minutes.

In the end, Campaign Anomaly Detector isn’t just a safeguard. When integrated into internal QA processes, it becomes the nerve center of real-time risk management — helping teams focus not on “what broke,” but on where to go next.

Ads Placement Guardian — Clean Inventory Without Reputational Risk

Brand safety isn’t just a performance issue — it’s a matter of values. Your ad might be beautifully crafted and your campaign expertly set up, but if it ends up showing on toxic, questionable, or politically sensitive content, you’ve already lost — before the first click.

And while most marketers theoretically understand this, in practice, hundreds of brands still land on Russian-language channels, kids’ cartoons, or clickbait websites every day — simply because automated placements don’t always align with brand integrity.

“Most advertisers don’t even know where their ads are running. And as long as no one complains, they assume it’s fine. But it shouldn’t be like that,” says Olexandr.

What Is Ads Placement Guardian?

Ads Placement Guardian is a Google Solutions Library tool designed to help marketers protect their ad placements and their brand reputation. Here’s what it does:

• Automatically scans where your ads are shown across YouTube, GDN, and the Display Network;
• Identifies placements that don’t align with your brand, based on content category, language, topic, or quality;
• Let’s you exclude harmful sites and channels from your campaigns — before they cause damage.

How It Works at newage.

Out of the box, Ads Placement Guardian is already useful. But in agency hands, it becomes a multi-layered filter, customized to the realities of the local market and each client’s standards.

At newage., the team has built its dynamic list of vetted and blacklisted resources:

• 12,000+ URLs in the whitelist — safe, relevant, high-quality media placements;
• 37,000+ URLs in the blacklist — including toxic sites, low-quality clickbait, doorway pages, and any Russian content by default.

The tool also allows for custom filtering rules, such as:

• Excluding all content aimed at children under 12;
• Filtering out websites with poor UX or overly aggressive advertising.

At ROMI 2025, the newage. designer deliberately included a Russian flag in the presentation — not as a provocation, but as a wake-up call. These placements happen far more often than most advertisers realize. And when they do, it’s not just about wasted impressions — it’s funding propaganda on the advertiser’s dime.

That’s exactly what Ads Placement Guardian is built to prevent.

Clean Placements Also Mean:

• Better brand lift — your brand appears alongside relevant, trusted content;
• Higher-quality traffic — fewer bots, fewer accidental views;
• Stronger conversion rates — from audiences that are interested.

“Sure, you can check placements manually. But that doesn’t scale. And in our world, if it doesn’t scale, it fails,” summarizes Olexandr.

Ads Placement Guardian isn’t just an AI filter — it’s a brand shield in a world where a bad placement can cost you more than a bad creative.

Post-Campaign Analysis & Strategic Planning

The end of a campaign isn’t the finish line — it’s the reset point for the next cycle. And it’s at this stage that the success of future campaigns is truly shaped. Everything you’ve learned — wins, missteps, patterns — needs to be captured, digitized, analyzed, and turned into actionable strategy. That’s why the newage. team actively uses Google Meridian, an advanced MMM (Marketing Mix Modeling) tool designed to power data-driven strategic planning.

Google Meridian — The Power of MMM (Marketing Mix Modeling)

Meridian is a powerful statistical framework from the Google Solutions Library that helps marketers understand the true business impact of every marketing channel and variable. It’s not just about attribution — it’s about decoding what drives results.

How It Works:

Meridian processes historical data from ad platforms, CRM systems, GA4, sales analytics, and more. It builds a mathematical model that:

• Breaks down total performance (e.g., revenue or conversions) across all media efforts, offers, promos, and external factors;
• Shows which channels drove what portion of results, helping assess whether investments were justified;
• Let’s you simulate alternative scenarios: what if you shift budgets, pause certain activities, or test a new mix?

What Questions Does Meridian Answer?

• How much of the outcome came from advertising, vs. pricing or distribution?
• Which channels delivered the highest ROI?
• Should you keep running this promo — or stop?
• How much should be invested in each channel to hit performance goals?
• Which channels can be scaled further, and which ones have plateaued?

Key Limitations:

• It’s retrospective, not predictive: Meridian tells you what has worked, not what will. For forward-looking scenarios, you’d need a separate econometric model.
• Requires clean, historical data — ideally at least 12 months’ worth from GA4, CRM, and media platforms, including external factors like seasonality or competitor activity.
• Harder to model upper-funnel channels: Media without direct conversions (like brand awareness or display reach) require extra inputs like post-view tracking or brand lift studies to capture their impact.

Case Study: E-commerce Client — Where ROI Was Surprisingly High

One of newage.’s clients is an e-commerce brand focused on driving sales through its mobile app. Their marketing mix includes three core channels:

• UAC campaigns (Universal App Campaigns) — to attract new app users;
• Search advertising — to capture high-intent traffic;
• Targeted media promos — banners, video, and reach-focused campaigns to support brand awareness and new promotions.

What Meridian Revealed:

• UAC and Search delivered the expected share of revenue, high, but with equally high spend.
• The surprise came from media promos, often dismissed as “brand-only” or “non-performance”: These campaigns delivered the highest ROI in the entire mix.

The media promos didn’t just outperform slightly — they delivered a substantially higher ROI. With lower spend, they drove a notable revenue increase, proving more cost-effective than the so-called “performance” channels.

What This Means for the Client:

1. Media activities should be scaled — instead of allocating just 3–5% of the budget, the brand can confidently invest 10–15% without losing efficiency.
2. UAC and Search have hit their ceiling — further budget increases no longer yield proportionate growth.
3. Budget structure matters more than budget size — the right mix brings more results than just adding more money to existing channels.

“Rather than pushing harder on what’s already maxed out, we’re identifying new growth zones. Meridian reveals what’s not obvious — and that makes it a critical part of our planning process,” explains Olexandr.

In a landscape where marketing is less art and more engineering, Meridian helps teams think in numbers, not assumptions — and that’s the foundation of sustainable, scalable strategy.

The Recipe for an Effective Campaign

No single tool can make marketing effective on its own. But when you combine strong creativity, the right instruments, smart data interpretation, and ongoing optimization, you get a system — one that delivers consistent, repeatable results.

This isn’t about “doing the one right thing”. It’s about building a cyclical process, where each phase reinforces the next:

Creative → Launch → Analysis → Strategy → New Creative → …

That’s the model that transforms marketing from random wins into systematic evolution.

“AI won’t take your job. It will take your routine,“  said Oleksandr Rolskyi in closing — a line that became the unofficial motto of the session.

AI doesn’t replace people — it frees them up to focus on what matters: decisions, strategy, creativity. And when integrated well, these tools can make a 5-person team operate like 15.

Ready to Try?

Every tool mentioned in this article is available right now — open-source, free, and ready to be connected.

You can:

• Try them yourself — start with something simple like the ABCD Detector or Anomaly Detector;
• Or reach out to newage. — for implementation, customization, or full integration into your marketing stack.

Marketing has become more complex. But there are more smart tools than ever to handle that complexity. The only thing left is to start using them.