ads

Organize campaigns by theme or intent such as brand, competitor, and product features, with tightly themed ad groups of 5-15 keywords each. Apply consistent naming conventions, a match-type strategy, and negative keyword lists derived from actual search terms reports.

LinkedIn works best for B2B because job title, company size, and industry targeting reach decision-makers directly, though CPMs run higher. Google Search captures high-intent queries, while Meta provides cheaper retargeting and buying-committee reach in an ABM mix.

Pause a new ad after it spends 2-3 times your target CPL with zero conversions, and pause established ads when CPL runs 1.5-2 times over target. Never pause on a fixed CPA threshold without checking sample size, conversion lag, and learning-phase status first.

No, summing conversions across platforms with different attribution windows produces a misleading figure. Report Meta 7-day and Google 30-day numbers side by side, and use a neutral source like GA4 or your CRM for a blended view.

Blended LTV:CAC hides per-plan variance under averaged ARPU, so a healthy ratio can mask unprofitable segments. Compute payback period as CAC divided by ARPU per plan and only scale channels where payback lands within a 3-12 month band.

Work through the itemized checklist covering conversion tracking, Merchant Center feed quality, Shopping segmentation, Performance Max signals, and Demand Gen formats. Score each check pass, fail, unknown, or not applicable, and keep account health separate from evidence coverage.