Author: Scott Sweeney
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Building Trust Beyond the Ad: A Smarter Strategy for LinkedIn Ads Success
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In the world of B2B marketing, LinkedIn Ads often stand out as one of the most powerful tools for reaching decision-makers. But while advertisers pour resources into targeting, copywriting, and budget optimization, there’s one underrated factor that dramatically improves LinkedIn ad performance—building trust outside of the ad itself. Why Trust…
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Why Decreasing Clicks Can Actually Improve Your B2B Ad Campaign
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When managing paid media campaigns, marketers typically celebrate higher click-through rates (CTR) and increased lead volumes. However, there are instances where deliberately lowering your CTR and lead volume can significantly enhance your campaign’s overall effectiveness, particularly in B2B marketing scenarios. Although it might initially seem counterintuitive, focusing on quality over…
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Podcast Content Repurposing Strategy
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Podcast content repurposing strategy is quickly becoming one of the most effective ways to maximize marketing impact without creating more work from scratch. In a world where content needs to be multi-format, multi-channel, and consistently delivered, turning one podcast into a full suite of strategic assets is not just smart—it…
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Why Your Landing Page CTAs Are Failing And How to Fix Them
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Regarding ad campaigns, most marketers assume the secret sauce to higher conversion rates lies entirely within their ad platform—better copy, improved targeting, smarter bidding strategies. But here’s a surprising truth: some of the most significant performance boosts happen not within the ad interface, but after someone clicks your ad. Yes,…
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Why Turning Off Paid Search Might Be Riskier Than You Think
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Earlier this year, I paused non-brand paid search campaigns for one of my clients during February and March. This decision wasn’t arbitrary—it was based on historical seasonal data indicating low performance during these months. It simply didn’t make sense to invest in paid search when previous years clearly showed minimal…
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Looking Ahead to a Post Marketing Attribution World
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If you’ve spent any amount of time in marketing, you’re likely very familiar with the concept of marketing attribution. It’s identifying which touchpoints or tactics led to a lead, a conversion, or a sale. Attribution tells us what’s working, what’s driving results, and where we should invest our resources. Lately,…
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Not Every Paid Campaign Needs to Drive Direct Pipeline (And That’s Okay)
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In B2B marketing, we often default to measuring success through pipeline and revenue. That makes sense—they’re the numbers that matter most at the end of the day. But not every campaign should be expected to deliver direct response conversions. Brand awareness, thought leadership, and long-term demand generation have value. The…
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How to Set Up Google Ads Conversion Tracking Without Tag Manager
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When it comes to conversion tracking, Google Tag Manager (GTM) is often the go-to tool. It’s flexible, scalable, and a favorite among marketers for good reason. But sometimes, access to a client’s GTM account isn’t available. Maybe the dev team manages the tag manager, or it simply hasn’t been implemented…
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The Truth About Broad Match: Why It’s Not a Smart Starting Point for Most PPC Campaigns
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Broad match keywords in Google Ads have come a long way. With machine learning advancements and Google’s intent-based matching improvements, many advertisers are giving broad match a second look. But here’s the reality: broad match is great at spending your money—it’s not always great at converting your traffic. If you’re…
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Why Sales and Marketing Must Target the Same Accounts
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In the world of B2B growth, alignment isn’t optional. If marketing and sales are not working from the same target account list, the entire revenue engine suffers. When these teams operate in silos, it leads to wasted ad spend, misaligned messaging, poor conversion rates, and internal friction that stalls pipeline…