paid-ads

Structure campaigns by objective and audience, with ad sets for targeting variations and 2-3 creative variations per ad set. Use a naming convention like Platform_Objective_Audience_Offer_Date, and allocate 70% of budget to proven campaigns and 30% to testing during the first weeks.

LinkedIn is best for B2B because it supports job title, company size, industry, and seniority targeting, though CPCs typically run $8-15 or higher. Google Ads works well for high-intent B2B search queries, while Meta suits demand generation with strong creative.

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

Always exclude existing customers unless running upsell campaigns, recent converters within a 7-14 day window, bounced visitors under 10 seconds, employees, and visitors to irrelevant pages like careers or support. This prevents wasted spend and audience overlap.

Start with manual bids or cost caps, then switch to automated bidding after gathering at least 50 conversions. Set automated targets based on historical performance data and adjust them as results come in.