Paid advertising costs more and comes with less certainty than it used to. Platforms now run on automation that promises simplicity but doesn’t show its work. Click costs keep climbing, and conversion tracking gets less reliable as privacy rules tighten. For mid-market B2B companies, that means tougher decisions with less data: budgets are harder to defend, results are harder to prove, and leadership wonders whether paid advertising is still worth the investment.
Our PPC articles help B2B leaders and marketers make smarter decisions about their ad spend and results. We cover how to keep oversight as platforms automate, LinkedIn Ads strategy for niche B2B audiences, and what you can still measure as privacy rules tighten. Each post translates the complexity into useful answers — the strategic context leaders need and the practical guidance marketers can apply.
If you’re spending more and getting less from paid ads, we offer several easy-entry audits to identify where the budget is leaking and where it’s actually paying off.
Written byYuan FengIn 2019 the amount of data available to marketers on their customers is higher than ever. Which, in theory at least, should make targeting easier than ever. Tools like Google Ads and Facebook’s audiences tool are at the cutting edge of this, pushing how we can leverage collected data to speak with our customers. But what about more time tested targeting tactics like demographics?
Written byAlyson HarroldVisitors > Conversions Lead generation and online conversions are the lifeblood of a website. But to do it, you need to understand how your target market buys what you offer and how that maps to your website’s SEO architecture. First of all, there is no one definition of The Buying Cycle. Essentially though, all explanations contain…
Written byMassimo PaoliniHitting your AdWords daily budget is a common problem. Before increasing your budget, we suggest that you complete a mini audit so you know where the dollars are going and what you’re getting in return.