paid-ads

Structure campaigns by objective and audience, with ad sets for targeting variations and 2-3 creative variations per ad set. Use consistent naming conventions like META_Conv_Lookalike-Customers_FreeTrial_2024Q1 to keep reporting clear.

LinkedIn Ads is best for B2B because it targets by job title, company, and industry, which matters for higher price points. Google Ads also works well when prospects actively search for your solution category.

First check the landing page, since the problem is often post-click. Then tighten audience targeting, test new creative angles, improve ad relevance or quality score, and adjust your bid strategy based on conversion data.

During the testing phase, allocate roughly 70% of budget to proven campaigns and 30% to testing new audiences and creative. When scaling, increase budgets 20-30% at a time and wait 3-5 days between increases.

Use a 1-7 day window for hot audiences like cart abandoners and trial users, with higher frequency caps allowed. Warm audiences such as pricing page visitors work best at 7-30 days with 3-5 impressions per week.

Platform attribution is inherently inflated because each platform claims credit for conversions it touched. Use consistent UTM parameters, compare platform data against GA4, and evaluate blended CAC rather than platform-reported CPA alone.