Topic
Bidding strategy
Smart Bidding, manual CPC, target CPA, target ROAS — when each works, when each fails for B2B.
7 posts
- 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 → - 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
Device bid adjustments for desktop-heavy B2B
Pull your device performance report. Segment by device. Look at the closed-won column.
Read post → - 2 min read
Why pausing low-volume keywords is burning your pipeline
An agency almost killed a deal by pausing a keyword.
Read post → - 2 min read
Stop optimizing for CTR in industrial B2B
My most profitable ad groups have a CTR under 3%.
Read post → - 2 min read
Search Partners are a scam you're opted into by default
The most expensive checkbox in Google Ads is on by default.
Read post → - 4 min read
Why your tCPA is lying to you
Target CPA bidding is broken for B2B. Specifically, it's broken for any account where the time between a click and a close is longer than 90 days.
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