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Split campaigns by intent tier with independent budgets: brand, high-intent non-brand, competitor, and remarketing. Use themed ad groups of 5-15 closely related keywords, start with phrase and exact match, and only introduce broad match after 30+ monthly conversions with smart bidding and a tight negative list.

Apply two rules: pause new ads that spend 2-3x target CPL with zero conversions, and pause established ads whose CPL runs 1.5-2x over target. Derive the target CPL from deal math (average deal size times lead-to-close rate), never pause a producer without a replacement staged.

LinkedIn buys precision targeting by job title and company at $40-70 CPMs; Meta buys cheap reach and buying-committee air cover at $10-25 CPMs. The default B2B ABM split is roughly 60% LinkedIn, 30% Meta, 10% other, sequenced LinkedIn-first to validate the audience.

Install the Meta Pixel plus Conversions API with a shared event_id for deduplication, and the Google tag with enhanced conversions. Fire events on confirmed actions like thank-you pages, not button clicks, and validate with each platform's pixel helper before spending.

Smart bidding optimizes toward whatever you label a conversion, so raw form-fills produce junk leads. Fix it by importing offline CRM outcomes (SQL, opportunity, closed-won) back to the platforms via GCLID or CAPI, and score lead quality on urgency, budget, and fit.

TikTok skews 18-34 with low purchase intent and weak B2B targeting, making it a poor fit for products like accounting software sold to established businesses. It can work for brand awareness with native-feeling creative, but test with a small budget before committing spend.