Strategy
The LinkedIn Ads Structure Mistake That Costs You Lead Quality
Most brands judge LinkedIn Ads on cost, not structure. A year of account work shows the real loss sits in lead quality, not CPL.
Strategy
Account architecture, budget logic and the thinking behind the tactics.
Articles in this section
Strategy
What to Do While You Wait: Account Work That Does Not Reset Learning
When the right move is to wait on bids and targets, there is still useful account work: search term, placements, measurement checks, and post-click review that clean waste without resetting Smart Bidding.
Strategy
How advertising agencies can build effective targeted account lists
B2B buyers complete 70% of their research anonymously before talking to sales. Here is how agencies can use intent anomaly spikes to build targeted account lists before competitors arrive.
Strategy
Paid search will tell you your positioning is wrong before anything else does
A UK challenger brand cut CPA by 76% by rewriting copy to buyer intent rather than changing bids. Here is how to use search queries to fix positioning before the brand tracker even reports back.
Strategy
The Hardest Optimisation Is Doing Nothing
Most bad account decisions come from touching campaigns when the right move was to wait: here is a four-state framework for knowing which side of that line you are on.
Strategy
The Death of the Static Product Title in AI Max Shopping
Google's AI Max for Shopping brings generative product titles and a dedicated report. Why the static feed era is ending, how this echoes SA360 inventory management, and the guardrails needed before turning it on.
Strategy
The click got easier to buy, and harder to understand
Same month, one account: Meta claimed 435 sales, GA4 gave it 104, Google Ads booked 1,464, GA4 counted 2,239. Four numbers, none agree and here is what to do now.
Strategy
The Mentality Shift Behind AI Max
AI Max makes Search flexible for conversational demand. The real question is what automatic campaigns mean for Google and for paid media when search becomes conversational.