paid-ads

Organize campaigns by objective and audience, with ad sets for targeting variations and 2-3 ad creatives per ad set. Use consistent naming conventions like Platform_Objective_Audience_Offer_Date for easy analysis.

LinkedIn Ads work best for B2B because they support job title, company size, and industry targeting, though CPCs run $8-15 or higher. Google Search ads also capture high-intent B2B queries with commercial keywords.

First check the landing page, since post-click issues often drive high CPA. Then tighten audience targeting, test new creative angles, improve ad relevance or quality score, and adjust your bid strategy.

Switch to automated strategies like Target CPA or Target ROAS after collecting at least 50 conversions per month. Start with manual or cost caps during the learning phase, then set automated targets based on historical performance.

High CPM usually means your audience is too narrow, competition for the placement increased, or your relevance score dropped. Expand targeting, try different placements, or refresh creative to improve ad relevance.

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