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Take a B2B agency getting about 15 form fills a month from Search on a fixed budget. The usual advice is to stay on Maximize Conversions until you hit 30 conversions in 30 days,…
Say you're running a DTC skincare brand and trying to scale cold TikTok prospecting. You hit the same fork every time: boost an organic post as a Spark Ad, or push a dark post…
Say you already have GA4 running on a lead gen site and you're adding Microsoft Ads. You can import the GA4 key events as goals, or put the UET tag on the thank-you page and build…
Say you're a B2B SaaS with a $30/day test budget and you want to know whether Reddit can bring in demo signups at all. You can target communities (specific subreddits like…
I keep going back and forth on the Insight Tag attribution setting for B2B lead gen. LinkedIn will credit a conversion to someone who only saw a sponsored post and converted later…
Say you have a Google Ads Search account doing well and you want to add Microsoft Ads. The import tool copies campaigns, keywords and ads in a few minutes, and most people hit…
Early ChatGPT Ads data is confusing enough that I'd like to hear how people handle it. The obvious move is to lean on the platform's own conversion reporting and skip extra…
Say your B2B software account has 'developer jobs', 'accounting salary' and 'call center careers' eating a few percent of spend. The obvious fix is one shared list of job-seeker…
I keep running into the same question with TikTok creative tests. When a video underperforms in the first few days, do you swap just the opening 2 seconds and keep the rest, or…
Picture a B2B SaaS company selling to mid-market finance teams on LinkedIn. Job title targeting looks clean on paper, but titles are messy. A Controller at a 40-person agency and…
Picture a B2B software company getting cheap form fills from LinkedIn and Google while sales says most of those people never pick up the phone. The platform shows a great cost per…
The usual advice is to upload your full customer list, the bigger the better, but I don't think that holds up everywhere. Take a dental clinic with 12,000 past patients, most of…
Picture a B2B software company running LinkedIn with demo requests as the conversion. Demos are cheap, so the platform's cost per lead looks great. Then sales reports that half of…
Say a small skincare brand has about 3k a month for TikTok. One camp says Spark Ads on your own organic posts are the cheapest way to get creator-style content into the feed,…
Most of the Spark Ads debate comes down to where the hook came from. Spark lets you boost an existing organic post, so it keeps the likes, comments and creator handle, which makes…
Pinning in RSAs is one of those debates with no clean answer. The case for it is control: if your brand name or a legal line has to show up in a specific position, a rotating…
Picture a B2B software firm running LinkedIn lead gen forms for demo requests. The prefilled fields (name, company, job title) push completion rates up and cost per lead down,…
The import tool makes it tempting to copy a Google account across in one go, and that's usually where the trouble starts. A Google account carries years of auto-applied changes,…
Bing gets a fraction of Google's volume and its users skew older and more desktop-heavy, so a lot of people treat Microsoft as a free add-on. I'm not sure that holds once audience…
Picture a SaaS company with plenty of demo requests that closes only a small share of them, while the ad platform keeps optimizing toward the form fill. Sending sales outcomes…
Most TikTok advice says to test a pile of hooks, and I think that's where small budgets quietly fail. Say a supplement brand has one solid body edit and makes five hooks. Each…
Picture a clinic whose Search campaign has hit its target CPA for three weeks, and the owner wants more leads before the holiday rush. The argument splits into the same two camps…
How long to let a new ChatGPT ad run before calling it a loser is the thing I keep getting stuck on. On search, a few hundred impressions and a clear CTR gap is usually enough to…
I'm trying to work out how to think about ChatGPT ads before putting real money behind them. My working guess is that they're closer to search than to Meta. The user has just…
Most Microsoft Ads advice treats it as a free copy of Google, and that only holds up until you look at volume. In a lot of markets Bing gets somewhere around 5 to 15% of the…
Say you run a Search campaign for a niche B2B service and the reports show lost impression share. Half the team wants more budget, the other half wants to fix bids and ads. The…
LinkedIn counts view-through conversions by default, so someone who saw a sponsored post, never clicked, and converted later still gets credited. Picture a B2B software company…
Picture a Microsoft Ads account doing about 40 conversions a month, where the demographics report shows women 35 to 44 converting far better than everyone else. The tempting move…
A lot of posts claim Spark Ads beat standard in-feed ads because they look native, but I'm not sure the creative is doing the work. Spark Ads keep the organic likes, comments and…
Take a candle shop doing about 40k a year. Meta still works, but CPMs keep creeping up and the owner wants a second channel. Pinterest keeps coming up because people search there…