Latest Articles by Scott
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B2B SaaS Paid Search Alignment: From Click to Close
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B2B SaaS paid search alignment is essential for transforming ad clicks into closed revenue. While many agencies focus solely on managing ads, the most successful programs ensure that every stage—from the initial click to the final sale—is optimized and aligned. The Disconnect Between Ads and Revenue In the B2B SaaS…
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Top-of-Funnel Optimization Case Study: When Healthcare Ads Thrive Without Purchase Data
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Top-of-funnel optimization is an underused but powerful strategy in digital advertising. While most brands claim to understand its value, few truly prioritize it in practice. This case study shows how a healthcare advertiser adapted to a major platform shift and achieved excellent results—not by focusing on purchase events, but by…
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Why Google Ads Optimization Matters More Than Setup
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Most Google Ads accounts are not failing because of bad strategy. They are failing because no one is paying attention after the campaigns are launched. In this post, we explore how a lack of consistent oversight can derail even the most promising campaigns, and why Google Ads optimization should be…