Paid media, PPC, programmatic advertising, and performance strategy for B2B
Most B2B paid search campaigns waste 30-40% of spend on avoidable errors. These are the five mistakes we see most often and how to fix each one. From broad match overuse to optimising for leads instead of pipeline, each mistake has a clear, actionable fix.
Most B2B marketers treat Google Ads like a slot machine, feeding it budget and hoping for qualified leads to tumble out. The playbook that crushed it in 2019 is collecting dust for a reason—the game has changed, and if you’re still running campaigns like it’s the pre-privacy era,…
Choosing a PPC partner in 2026 is like ordering coffee in a foreign country—you think you know what you want, but the menu has 47 options and you might end up paying three times what you expected. Here’s how to find the right paid media partner without losing your sanity (or your budget).
Stop confusing your CFO with the wrong question about programmatic vs. digital advertising. Here’s the framework that turns media spend into a revenue-predictable engine finance will actually approve.
Choosing a PPC agency in 2026 is like online dating, except the stakes are higher and the ghosting hurts your quarterly numbers. After nearly two decades in this industry, I’ll cut through the noise and share what actually matters when finding your perfect agency match.
Google Ads can torch your budget or build a predictable pipeline—the difference is doing the math first. Before you bid on a single keyword, you need product-market fit, sufficient margin, and validated commercial intent demand.
Retargeting ads cost 40-60% less than cold acquisition and convert at 2x the rate, but most teams are measuring the wrong metrics. Here’s the CFO-ready math that actually earns budget.
Real estate PPC is where the gap between burning cash and printing leads is razor-thin. Here’s my no-BS breakdown of which agencies actually know what they’re doing in 2026.
Most B2B teams are burning money on LinkedIn ads because they haven’t done the unit economics first. Here’s the math that separates pipeline from burn, and how to make LinkedIn’s premium targeting actually pay off.
LinkedIn costs more per click than other platforms, but when you structure campaigns around buyer intent stages and measure what actually matters—CAC payback, influenced pipeline, demo conversion rates—it becomes the most predictable B2B demand engine available.
The native-versus-display debate has been framed wrong for years, focusing on CTRs instead of the metrics your CFO actually cares about. Here’s the framework for allocating your digital budget based on funnel economics, not industry hype.
Stop treating Facebook retargeting like a “set it and forget it” tactic and start building the mathematical framework your CFO actually wants to see. Here’s how to segment ruthlessly, allocate budget based on conversion probability, and prove ROI with precision.
Your agency just landed a client who wants retargeting—branded and delivered yesterday. Here’s your no-BS guide to white label partners that’ll make you look like a genius while you focus on what actually matters: strategy and client relationships.
Most B2B teams treat Facebook remarketing as a checkbox, then wonder why the CFO questions its pipeline impact. The difference between remarketing that burns budget and remarketing that recovers revenue comes down to three things: audience segmentation tied to buying intent, creative sequencing…
Most B2B advertising budgets are lighting money on fire because ads speak in features when buyers need outcomes. Here’s what the data actually shows about campaigns that convert and why the math matters more than the creative brief.
