Brief, honest insights into B2B performance marketing: Google Ads, LinkedIn Ads, and what actually works in real campaigns. Directly from daily work with B2B SMEs and startups in the DACH region.
Bidding on your own company name sounds absurd, yet the numbers look fantastic. When brand campaigns make sense and how they distort reports.
More budget for ongoing campaigns, new target groups, or a new channel? The order determines whether scaling brings growth or just higher costs.
Both are listed as leads in your CRM, but only one wants to buy. Here's why you should never treat demo requests and content downloads the same.
A single optional field reveals which channels truly bring in customers: the question of how someone became aware of you. Here's how to use it correctly.
MQL, SQL, SAL: These abbreviations sound technical, but they determine whether marketing and sales work at cross-purposes. Here's a simple explanation.
A landing page that deliberately sends visitors away sounds wrong. Why exactly this leads to better leads in B2B and trains Smart Bidding for quality.
Budget running, but no leads coming in? Three quick checks in most accounts reveal where the money is disappearing: conversions, search terms, bidding strategy.
Page views, PDF downloads, button clicks: If everything counts as a conversion, Google Ads optimizes for everything except customers. Here's how to clean up your setup.
Meta's automatic system distributes your budget across more than 25 placements, many of which are ineffective in B2B. Which four placements are sufficient and why less is more.
Clean design, correct message, zero leads. Why B2B ads that list features fail, and what really motivates decision-makers.
Every July the same thing: Nobody buys in the summer. Why exactly do click prices drop then, and why do those who pause get the pipeline bill in October?.
Campaign successful, but still no inquiries? Often, a single required field blocks the form. Why fewer fields generate more leads, and when to qualify them.
Without proper tracking, every campaign is optimized blindly. Here are the three fundamental building blocks that should be in place before the first euro of advertising budget is spent.
No CEO wakes up because of the CTR. Why not buy campaign management, but someone who will stand behind your pipeline?.
LinkedIn Ads has a default setting that distributes your budget to irrelevant audiences. Why Audience Expansion should almost always be turned off in B2B.
Campaign perfectly set up, still no leads? The reason is rarely the channel. Why the landing page is the most underestimated lever for conversions.
Every CRM has a blind spot: What it can't categorize ends up as direct traffic. Here's why you should never optimize based solely on this one column.
A percentage of the advertising budget sounds fair, but it rarely is. Why an agency's or freelancer's compensation model reveals more about their incentives than their size.
With click prices ranging from €5 to €8, LinkedIn Ads is the most expensive B2B channel. This article explores the budget requirements for SMEs, including what makes more sense before then.
A low CPL looks good, but says nothing about the value of a lead. Why Cost per SQL is the more honest metric in B2B.
Without enough conversion data, the algorithm gives advice instead of learning. How a micro-conversion setup can get Google Ads out of the blind spot in B2B.
Google Ads captures demand, LinkedIn Ads generates it. Why the order of channels determines your B2B pipeline, not the budget.