After 20 years of doing paid media, I still find it hard. I saw a post recently that said, "I don't understand why people think Google Ads is so hard." Really? If you think it’s easy, are you looking at the big picture? Sure, Google Ads is easy if you …Read More
The $400,000 "savings" that cost millions. Can we talk about humans for a minute? In all the excitement about automation and AI, companies are forgetting about the people who actually know how to make it work. The strategic humans who understand not just how to push buttons, but how …Read More
They take time. But they're a growth gold mine. I'm hearing it constantly: "Google Ads doesn't work anymore." I say: Google Ads works. Your strategy doesn't. If your entire Google Ads strategy consists of targeting brand and non-brand keywords, you're limiting growth. And if you've seen a decline in keywords …Read More
If you’re treating LinkedIn Ads like Google Ads, it’s not going to work. This formula will. When it comes to LinkedIn Ads, I often hear: "We tried it. There was no performance. It's confusing and overwhelming. Why are we bothering?" Here’s the thing: LinkedIn Ads aren’t Google Ads. If …Read More
Over the past two weeks, I've been sharing the three biggest issues I found in high-stakes audits for B2B companies spending six and seven figures on ads. First, I talked about overreliance on Google reps. Then, I covered obsessing over keywords instead of customers. Today, I'm sharing the final …Read More
Last week, I shared the first issue I saw in three high-stakes audits: companies relying too heavily on Google reps to manage their accounts. Today, I'm diving into the second issue — keywords. Specifically, obsessing over them. Issue #2: Obsessing Over Keywords One audit revealed an account stuffed with keywords. …Read More
This past year, in addition to new client onboarding audits, I conducted three high-stakes audits for B2B companies spending six and seven figures per month on ads. Different industries and products. Different marketing teams. Different organizational structures. But all three had the same underlying problem: overreliance on the …Read More
The data is in: Accounts embracing AI-powered tools are outperforming keyword-only strategies. Here's what you need to know before you get left behind. It's no secret that the shift away from 100% keyword-targeted search campaigns has been happening for years. But this week, we reached a tipping point. I …Read More
If you want to attract and connect with customers, it’s time to get out of your comfort zone. Why? Because customer journeys are changing. People are not just searching — they’re scrolling, streaming and shopping. If your brand only shows up in one of those moments, you're …Read More
Google rolled out AI Mode in Search in May—and it’s already clear this isn’t just another update. Many experts predict AI Mode could soon replace traditional search as the default interface. Naturally, B2B advertisers are wondering what this means for their Google Ads strategy. At the same time, …Read More
YouTube has long been a go-to advertising platform for B2C marketers — but for B2B brands, it’s often still a question mark. It’s not uncommon to see B2B professionals on LinkedIn asking, “Has anyone had success with YouTube ads?” or “What’s the best way to approach video advertising …Read More
Today, more than ever, marketing pros are caught between two opposing forces: the ideal and the reality. The ideal: Balancing advertising campaigns that focus on long-term value and short-term wins for sustainable success over the long haul. The reality: Focusing only on short-term wins due to business pressure. C-suite …Read More
