Category: PPC

When we think about what makes a great PPC strategist, we often list technical skills first: keyword optimization, bid strategies, conversion tracking, and landing page design. But one of the most powerful—and overlooked—skills in paid media? Customer empathy. Recently, I worked with a client who was on the brink of…

Let’s bust a myth that’s quietly draining marketing budgets every single day: 🚫 “Broad match keywords bring in more traffic, which means more conversions.” Spoiler: That logic is flawed—and it could be costing you thousands. I’ve seen it time and again: businesses launch Google Ads campaigns, eager to scale, and…

One of the most common questions when launching a new PPC campaign is: “When will we get our first conversion?” While general industry benchmarks are a helpful starting point, I’ve found that more account-specific benchmarks lead to better expectations—and better campaign analysis. Especially in performance marketing, where every click and…

If you’ve spent any time in marketing, you’ve probably heard of the 80/20 rule—the idea that 80% of your results come from 20% of your efforts. While it’s not always exact, it rings true in most lead generation campaigns I’ve seen. Some channels, strategies, or campaigns simply do more heavy…

One of the best ways to ensure a smooth and successful PPC campaign launch is to set clear expectations early—especially when working with a client’s internal team. When there’s a big marketing push or a new service to promote, I’ve found that taking time to outline what’s needed up front…

Wondering how long it takes to see ROI from LinkedIn Ads? Learn why you don’t need to wait a year and which early metrics to track for faster campaign insights.

If you’re working with sales prospecting lists from Apollo, ZoomInfo, or similar platforms, you’ve got a hidden asset that can dramatically improve your LinkedIn Ads targeting. These lists aren’t just good for email or cold outreach—they’re a shortcut to building high-quality, high-intent audiences on LinkedIn. And with a bit of…

When it comes to scaling paid search campaigns, one of the most common (and costly) mistakes I see is this: 👉 Simply increasing the budget without adjusting the bidding strategy. On the surface, it makes sense—if your campaigns are performing well, why not just add more budget and watch the…