ads

Choose Google Ads for high-intent search traffic, Meta for demand generation with visual products, and LinkedIn for B2B targeting by job title or company. The Skill provides a platform selection guide matching your objective, audience, and price point.

Organize campaigns by theme or intent such as brand, competitor, and product features, with tightly themed ad groups of 5-15 keywords. Use consistent naming conventions, match type strategy, and negative keyword lists.

Segment audiences by funnel stage: all visitors, key page visitors, and cart or signup abandoners. Assign different messaging per segment, set frequency caps, and use duration windows from 1-7 days for hot audiences up to 30-90 days for cold ones.

High CPA usually stems from landing page issues, loose audience targeting, weak creative angles, or poor ad relevance. Check post-click conversion first, then tighten targeting, test new creative, and adjust bid strategy.

Browser pixel tracking alone is unreliable after iOS 14. Set up the Conversions API for server-side tracking, configure Aggregated Event Measurement with prioritized events, and deduplicate browser and server events using a shared event_id.

TikTok skews toward 18-34 demographics with lower purchase intent, making it a weaker fit for most B2B products than Google or LinkedIn. It can work for brand awareness with native video creative, but start with a small test budget.