Paid media · 7 min
What a PPC consultant does, & when to hire one over an agency
What the role actually consists of, how percentage-of-spend billing shapes agency behaviour, and an honest account of what one person cannot do that a…
Paid media
5 articles
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Paid media · 8 min
Negative keyword strategy for B2B Google Ads accounts
The four populations that will never convert, where negative lists should live, how negative match types differ from positive ones, and what to do…
Paid media · 8 min
How to use and measure LinkedIn Thought Leader Ads
The mechanics of sponsoring an employee's post, the permission flow, and why the founder is usually the wrong person to promote. Plus the measurement…
Paid media · 8 min
The real cost of LinkedIn Ads and B2B target audiences
Why LinkedIn's auction floor sits where it does, what moves cost most, and the deal-size threshold below which the math does not work. Every…
Paid media · 8 min
Brand bidding in B2B: testing, incrementality & cost
The incrementality argument that makes brand defence the most-argued line item in any account, how to test it with a geo holdout rather than…
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