Opus GrowthForumPicture running Google Ads for a B2B services firm with a three-month sales cycle. Smart Bidding sees the form fill as the conversion, but sales only cares about the fills that…
When you ask an AI to write ad copy, do you paste in your best-performing headlines and descriptions, or just give it the brand brief and product facts? I lean toward the brief…
If a store runs 20% off codes on a lot of orders and the purchase tag sends the full pre-discount total, Smart Bidding treats those sales as worth more than the cash that actually…
Search Partners tends to get turned on by default and never looked at again. The argument for leaving it on is volume: partner sites add impressions, and on a small account every…
Say a fashion store wants Meta's 7-day click plus 1-day view numbers in the weekly report. I'd make 7-day click the headline and put view-through in a separate column that nobody…
Local service folks, does swapping your Business Profile phone number for a tracking number actually help, or does it just muddy things? Take a plumbing business that wants to…
Plenty of teams use the average position in Search Console as their rank tracker, and I don't think it holds up well. It's weighted by impressions, so a page that shows at…
Brand exclusions in PMax look like the clean fix for a store with strong brand demand, but they're messier than they seem. Excluding brand terms can still leak brand queries…
Say you run lead gen for a B2B software firm where the median time from first click to signed contract is about 45 days. Google's default click-through window is 30 days, and the…
Lots of threads rotate creatives on a fixed schedule, every two weeks or so, and I don't think the calendar is the right trigger. On a prospecting ad set spending a few hundred a…
Lead Gen Forms pre-fill name, email and company from the member's profile, so completion rates are usually much higher than on a landing page. The catch is lead quality. Those…
Something I keep coming back to with early ChatGPT Ads tests: on a small budget, do you spread across several intent clusters to learn which prompts convert, or run one tight…
Google defaults Search campaigns to 'People in or regularly in your targeted locations', which sounds fine until you open the location report. A local service business in a big…
I've been going back and forth on this for local service accounts. Take a plumbing company in a mid-sized city. Their Search campaign costs about the same per click whether the…
I'm not convinced by the "exact match doesn't matter anymore" takes. The usual split, exact in its own campaign and broad running with a big negative list, is really about control…
Our Target CPA on a lead gen Search campaign is set at 60 but the actual CPA runs around 85, and someone on the team wants to drop the target to 50 today to force it down. I'd…
Has anyone actually measured what LinkedIn's prefilled Lead Gen Form fields do to lead quality on a B2B account? The form pulls name, company and job title straight from the…
Microsoft Audience Network is on by default in a lot of new campaign setups, and plenty of people leave it running without checking what it does to the account. The CPC is usually…
Final URL expansion is on by default in a lot of Search campaigns, and people keep arguing about whether to leave it that way. The case for it is that Google sends clicks to…
Say you're running a Meta Advantage+ sales campaign for a mid-size apparel store, and the audience setup keeps nudging you to add detailed targeting suggestions and layer in…
Say a lead gen site gets around 55% accept on its consent banner. GA4 will show conversions that look cleaner than that opt-in rate would suggest, because Consent Mode v2 models…
Say you inherit a site with a disavow file from 2019, several thousand lines long, and nobody on the team knows who added most of those domains. Google has said for years that…
I'm running a LinkedIn campaign for a B2B software company that sells to finance teams, and I keep going back and forth on targeting. Exact job titles like "Financial Controller"…
Lots of people are dropping seed-based lookalikes and letting Advantage+ audience run broad as long as the pixel is sending a solid conversion event. I'm not sure that holds on…
Been going back and forth on Search Partners for a small lead-gen account, say a dental clinic with one Search campaign and a handful of conversions a month. The Network segment…
Competitor brand bidding comes up every few months, and the case for it is easy to see. People searching a rival's name already know the category and are comparing, and CPCs can…
Letting the AI write JSON-LD for service pages is where most of the risk sits, and it's not about syntax. The output is almost always valid, so the rich results test passes. The…
Take a regional clinic doing around 40 conversions a month, with the Meta pixel on the thank-you page and CAPI running through a partner integration. Event match quality says…
Is a matched audience upload worth building when your list is small? On paper it's the obvious move, since you're targeting people you already know exist. But LinkedIn needs a…
Say you've got a lead gen account on Target CPA with the schedule wide open, and someone wants to turn off nights and weekends because the cost per lead looks worse there. I'd…