Author: Scott Sweeney
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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…
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Combining LinkedIn Ads and Google Ads: A B2B Power Play
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LinkedIn Ads and Google Ads don’t need to be siloed. When used together, they form a full-funnel B2B strategy that blends intent, brand awareness, and conversion capture. Here’s a simple and effective approach for combining them: LinkedIn Ads for Prospecting Use LinkedIn for upper and mid-funnel targeting: The goal isn’t…
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What Makes a Top-Performing LinkedIn Ad Work? A Tactical Breakdown
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Great ads don’t happen by accident. When a LinkedIn ad starts outperforming its peers, there’s usually a mix of intentional structure, sharp creative, and strategic targeting behind it. Here’s a breakdown of what makes one high-performing LinkedIn ad stand out—along with a few tactical ideas that any B2B advertiser can…
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How to Actually Reach Your ICP with Reddit Ads (Without Wasting Budget)
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“Let’s run ads on Reddit!” It’s a great idea. But unless you know how to navigate the platform’s unique structure and community-driven culture, you’ll end up spending money and wondering why the clicks aren’t converting. Reddit can be a high-intent, cost-effective ad channel for B2B and niche brands—if you know…
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Why Your B2B LinkedIn Ads Aren’t Working (And What to Do Instead)
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LinkedIn Ads are one of the most powerful platforms for B2B marketers. You can target by job title, company size, industry, seniority, skills, and more. It sounds like a dream. And yet, so many B2B companies burn through budget with little to show for it. Here’s the hard truth: if…
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Stuck on Ad Copy? Use Ad Libraries to Spark Ideas That Convert
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If you’re a marketer or media buyer and you’re still staring at a blank Google Doc every time you need to build a new campaign, you’re doing it the hard way. The good news? You don’t have to. Thanks to public ad libraries, you now have access to thousands of…