Topic
B2B fundamentals
What changes when the buyer is a procurement lead instead of a consumer. Ad copy, audiences, intent, sales cycles, qualification.
- 3 min read
Bidding on 10-digit part numbers: the industrial PPC goldmine
Google Keyword Planner says a specific part number gets zero searches per month.
Read post → - 3 min read
Scaling MECCO laser marking from zero to 100 leads/month
The brief was clear: get MECCO to 100 qualified leads per month without blowing the CPL limits.
Read post → - 3 min read
Offline conversion tracking defaults are broken
Your offline conversion imports are failing silently and you probably don't know it.
Read post → - 2 min read
The B2B marketing funnel is a fallacy
Every campaign structure I've been handed by a previous agency follows the same template:
Read post → - 3 min read
Brand terms are a defensive scam we all play along with
When I show clients their blended ROAS, they're usually proud of it.
Read post → - 2 min read
B2B remarketing is mostly a tax on your organic traffic
I cut display remarketing spend by 80% on three accounts over the past two years. Pipeline didn't move.
Read post → - 2 min read
Why GA4 is useless for B2B pipeline tracking
When Google forced the migration from Universal Analytics to GA4, I spent about three weeks trying to make it work for our attribution setup.
Read post → - 2 min read
Stop optimizing for MQLs. The sales team hates you.
I refuse to report MQLs in quarterly reviews.
Read post → - 2 min read
Why your CPL is lying to you and what to track instead
A $50 lead sounds better than a $500 lead. That's the trap.
Read post → - 2 min read
What SEMrush gets wrong about B2B keyword data
An agency pitched a client on a new Google Ads strategy. They brought a full deck with projected CPCs, search volumes, and estimated traffic for the target keywords.
Read post → - 2 min read
Performance Max in B2B is professional malpractice
Last year a rep pitched me on Performance Max for the MECCO account. Said it would simplify campaign management and improve reach across Google's full network.
Read post → - 2 min read
Ad copy testing doesn't matter as much as offer economics
I ran an A/B test for three months. Headline A: "Industrial Safety Signs — Fast Shipping." Headline B: "Industrial Safety Signs — Expert Compliance Support."
Read post → - 5 min read
Breaking down $3.78M in attributed pipeline revenue
We built the pipeline I described in the last post. Adobe → BigQuery → Salesforce → Google Ads. Then we ran it for a full 90 days.
Read post → - 5 min read
Most B2B agencies are running your account on autopilot. Here's how to tell.
I've audited dozens of agency-managed B2B accounts. I can usually spot the problem in about 30 minutes of looking at the change history.
Read post → - 4 min read
Why I'm done with broad match in B2B
Google's account reps pushed broad match hard. They still do. They'll tell you the algorithm is smart enough now to find conversions you'd never think of, that exact match is leaving money on the table, that you have to trust the machine.
Read post → - 6 min read
What 443 leads at $297 CPL taught me about industrial B2B
$297 a lead.
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