I was excited to hear that Microsoft Advertising is now expanding LinkedIn profile targeting to connected TV campaigns. This update offers advertisers like me a fresh opportunity to engage professional audiences by integrating LinkedIn data with streaming inventory.
Navah Hopkins, the Product Liaison, unveiled this development at the SEM Stories event on May 14. It’s a game-changer for us in the advertising space.
Why I care. Microsoft stands out by offering unique access to LinkedIn audience data. Extending these capabilities to connected TV formats that previously lacked such precise professional targeting is a big deal in an expanding digital advertising landscape.
For B2B advertisers like myself, this integration bridges the critical gap between brand exposure and measurable performance.
What’s new. According to Hopkins, we can now target CTV audiences by leveraging LinkedIn profile attributes that reflect users’ professional roles, which is a fantastic addition.
This means I can engage with viewers based on:
Industry
Job function
Company category
Professional identity signals
Hopkins framed this feature as an avenue to create meaningful audience lists, moving beyond mere click-based intent signals.
The bigger picture. This announcement aligns with Microsoft’s broader goal to offer AI-driven, audience-centric advertising experiences.
Hopkins emphasized the merging of brand and performance marketing, noting how AI is reshaping traditional marketing funnels.
Connected TV is at the core of this evolving conversation. Historically a branding-heavy channel, CTV often lacked the attribution robustness of search or shopping campaigns. LinkedIn-based targeting could make such campaigns more strategic for those of us who prioritize performance while requiring precise audience control.
This update also bolsters Microsoft’s standing against competitors in both the streaming and B2B advertising sectors.
What to watch. There are still questions regarding market availability, measurement capabilities, the granularity of LinkedIn audience segmentation in CTV, and privacy or compliance considerations for professional audience targeting.
Nonetheless, this advancement offers Microsoft a new edge in the crowded CTV market, allowing advertisers like me to achieve increased audience precision without compromising on scale.
I’ve discovered that LinkedIn is more than just a networking platform—it’s a powerhouse for B2B discovery, especially with its growing influence on AI search results.
Recently, LinkedIn has emerged as a prime resource for how B2B buyers use AI to find products and services. By optimizing our LinkedIn profiles and content for AI search, I noticed a significant boost in our brand’s visibility.
Through my work with B2B clients, especially those in high-growth SaaS sectors, I’ve categorized our LinkedIn optimization into three main strategies:
Optimize earned media.
Feed LLMs strategic content.
Invest in post-engagement that strengthens LLM signals.
Here’s my approach to each area and the results you can expect.
1. Optimize Earned Media: Websites and LinkedIn Pages
Keeping our website and LinkedIn pages up to date is crucial. These include our company page and profiles of high-profile employees, like thought leaders who contribute content. This optimization signals to LLMs that we are a credible source of information.
Google’s E-E-A-T principles are parallel to how LLMs evaluate our media. Content published by our brand’s reps can enhance our credibility when it’s well-optimized.
On Websites
Ensure the business address, contact details, and product descriptions on your site are accurate and comprehensive.
On LinkedIn Company Pages
Regularly update the “About” section and services you offer. Reflect industry specifics where applicable to align with LLM prompts.
Consider the profiles of executives and thought leaders as brand extensions. Their active engagement and representation of the company further reinforce our authenticity to LLMs.
2. Feed the LLMs Strategic Content
Long-form content, specifically between 800-1,200 words, has shown to be more beneficial for AEO mentions. On LinkedIn, users anticipate in-depth content in articles and newsletters, making them perfect vehicles for these insights.
While engagement through carousels and videos is valuable, well-crafted written content seems to be highly favored by LLMs.
3. Invest in Building Post Engagement
LinkedIn posts that attract significant engagement—at least 10 quality comments or 60 reactions—are highly regarded by LLMs due to the social proof they offer. This engagement level doesn’t necessarily require a large budget increase.
Boosting company posts and utilizing Thought Leader Ads (TLAs) and follower ads can further bolster engagement and brand reach. Engaging content on employee profiles, particularly those with fewer than 3,000 followers, is seen as more trustworthy.
Empowering employees and forming partnerships with industry experts can amplify your content reach and reinforce your brand authority.
AI Search is Expanding LinkedIn’s Influence in B2B
Every B2B marketer should prioritize AEO in their strategy. The influence of AI search continues to grow, and staying ahead with LinkedIn optimization is key to capturing new opportunities.
As I dive into the world of B2B SaaS marketing for 2026, I’ve identified several pivotal channels worth your attention. Based on costs, expected ROI, and how swiftly they generate leads, I’ll guide you through making the best choice. Check out the comparison table below before we delve deeper into each channel’s details.
The Most Effective B2B SaaS Marketing Channels, Compared
The table offers an overview of costs, ROI, and the time needed to see results. Each channel is unique, bringing its own set of opportunities and challenges:
SEO
SEO stands out as a top contender, offering impressive ROI. It not only attracts leads but also nurtures them through your marketing funnel. The enduring benefits of a strategically executed SEO campaign never cease to amaze me, despite the initial slow pace compared to paid channels.
However, the complexity of SEO means investing in a skilled team adept at interpreting search intent and producing high-quality content consistently. Pairing SEO with PPC can alleviate some of the long wait times.
PPC / SEM
As a paid strategy, PPC offers rapid results and is excellent for short-term goals or testing new markets. I’ve observed that its high cost and pay-dependent nature can hinder long-term success, but for quick market insights, it’s invaluable.
LinkedIn Advertising
LinkedIn gives B2B marketers access to a professional audience with precision targeting capabilities. Despite its lower ROI than organic strategies, it remains an essential tool in my marketing arsenal for reaching decision-makers in our industry.
Account-Based Marketing (ABM)
ABM is all about focusing on a select group of valuable prospects. I’ve found it effective in industries where landing a single client can be transformational. The high risks are balanced by substantial rewards if executed correctly.
Email Marketing
Email marketing allows for cost-effective communication, particularly in nurturing leads. By leveraging existing content and maintaining relationships, I’ve managed to keep the engagement alive, even if building a quality email list took time.
Trade Shows
There’s nothing quite like the personal touch trade shows offer. Although costly, they provide a great opportunity to establish connections and gauge interest firsthand. However, standing out amid the competition is always a challenge.
Public Speaking
Public speaking can dramatically enhance both brand recognition and authority. When I engage audiences directly, the warm leads generated are unmatched. Yet, the need for a seasoned speaker and considerable travel expenses are factors to consider.
Webinars
Webinars offer a cost-effective alternative to in-person events, creating connections with prospects remotely. Crafting engaging presentations demands time and a charismatic host, but the trust built through educational content is well worth the effort.
Getting Help With B2B SaaS Marketing
In my experience, combining multiple marketing channels yields the best results. Midsize companies often find managing them daunting, but partnering with an experienced marketing agency can make all the difference. Our team excels in marrying B2B SaaS SEO with thought leadership for outstanding lead generation.
If you’re interested in exploring how we can collaborate, feel free to reach out. Together, we can strategize the best approach for your unique needs.
LinkedIn’s Off-Platform event ads now empower me to promote external events effectively in-feed, driving registrations directly to my site by May 6.
LinkedIn has unveiled Off-Platform Event Ads, providing me with a novel way to promote events without the need for a native LinkedIn Event Page.
What’s happening. This innovative format lets me craft Event Ads that link directly to external destinations. These can be webinar platforms, landing pages, or livestream sites, allowing me to guide traffic away from LinkedIn for a more tailored experience.
This transition signifies a move from experiences contained on a single platform to more adaptable, marketer-directed journeys.
How it works. I can now create an Event Ad using a third-party URL, add essential event details like date and format, and select objectives such as awareness, engagement, traffic, or lead generation.
Every click takes users directly to the external event page, while I can still track performance metrics with Campaign Manager.
Why we care. Previously, promoting events on LinkedIn often meant staying within platform-imposed limits, complicating the user experience and restricting control over registrations.
With Off-Platform Event Ads, I can leverage LinkedIn’s targeting features while retaining traffic, data, and conversions on my own platform, which simplifies scaling campaigns and preserving consistency for participants.
What to watch:
Whether these ads result in higher registration rates compared to native Event Pages
How I can balance LinkedIn’s precise targeting with off-platform conversion tracking
Possibilities of LinkedIn extending similar versatility to other ad formats
Availability. Off-Platform Event Ads are being gradually introduced globally and should be available to all marketers, like myself, by May 6.
Bottom line. By allowing Event Ads to target off-platform destinations, LinkedIn provides an opportunity to elevate event promotion without the need to operate solely within its ecosystem, which is a game-changer for my marketing strategies.
Attracting the perfect candidates without breaking the bank is my goal when using LinkedIn recruitment campaigns. By leveraging intent signals, pre-qualification, and funnel segmentation, I can ensure that every dollar spent is worth it, engaging only those truly interested in a career change.
I’ve discovered that LinkedIn stands as one of the most robust platforms for recruiting top-tier talent. However, without properly structured campaigns, it’s all too easy to see budgets drained with little return.
Too often, recruitment strategies focus more on visibility than on targeting intent. Simply increasing impressions doesn’t necessarily lead to quality hires. Broad targeting often swamps me with unqualified applicants, hiking up my cost-per-hire and dragging out recruitment timelines.
By focusing on attracting and converting high-intent candidates, while naturally filtering out those who aren’t a fit, I’ve streamlined my recruitment process. Here’s how I achieve this efficiency.
Shifting Strategy: Prioritize Intent over Reach
I’ve learned that targeting solely based on job titles, industries, and experience can result in high volumes without efficiency. Successful campaigns that I’ve run focus on intent-based targeting, which helps me reach candidates more likely to consider my opportunity.
My approach is multi-layered:
Core fit: Job titles, skills, and certifications.
Behavioral signals: Open-to-work status, group memberships, and industry content engagement.
Career friction indicators: Roles prone to burnout, companies undergoing layoffs, and environments with limited growth.
These layers allow me to go beyond just “who they are” to “why they might want change,” which drives impactful performance gains.
Pre-qualify Candidates with Strategic Ad Creative
Crafting my ad creative isn’t solely about grabbing attention; it’s also about effective audience filtering. One of the smartest ways I’ve reduced cost-per-hire is by deterring unqualified candidates from clicking my ads initially.
My effective recruitment ads follow this structure:
Identify pain points or specific identities: “Burned out from long shifts in healthcare?”
Define target undertaking: “Seeking licensed RNs with 3+ years of experience.”
Showcase meaningful value: Flexibility, compensation, career growth, or mission.
Set clear expectations: “Not an entry-level position” or “Requires enterprise account management.”
This approach of combining attraction and exclusion maximizes likelihood that clicks convert into genuine applications.
Segment Campaigns According to Candidate Intent
Effective LinkedIn strategies don’t rely on a single campaign. Instead, I segment based on candidate intent to better tailor my outreach approach.
High-intent (bottom funnel)
This segment targets active job seekers, offering high conversion potential.
Messaging: Career upgrades, lifestyle improvements, growth opportunities.
Outcome: Builds a scalable pipeline of qualified candidates.
Cold passive talent (top funnel)
These are potential candidates developing long-term interest, to eventually progress in the recruitment funnel.
Target: Broader audiences and lookalikes.
Messaging: Employer brand, company culture, “day in the life.”
Outcome: Reduces future acquisition costs by fostering a talent pool.
Cost Control Through Smart Bidding and Optimization
I’ve seen how LinkedIn’s platform can quickly turn costly. Starting with manual CPC bidding gives me control, allowing flexibility to test automated options as performance metrics stabilize.
Focusing on critical metrics such as qualified applications, rather than just clicks, refines my strategy. Tracking interview and hire rates further informs optimizations.
I remain agile in making decisions—high click-through rates with low applications hint at poor alignment, while high applications but low interviews suggest inadequate pre-qualification.
Efficiency is achieved by curbing wasted expenditure sooner, conserving budget and ensuring audience precision.
Improve Engagement with a Simplified Application Process
Avoid passing candidates directly to lengthy application forms. Instead, I use a two-step funnel:
Pre-qualification landing page:
Role overview and expectations.
Clear compensation details.
Criteria for applicant suitability.
Application:
Short application form or LinkedIn Easy Apply.
This structure aligns expectations and screens candidates, often reducing cost-per-hire by 30-50%.
Retargeting: Re-engage Interested Candidates
Not every prospective candidate will apply right away. Using retargeting, I can re-capture the interest of high-intent users who’ve previously interacted with my material.
Career page visitors.
Ad viewers.
50%+ video engagement viewers.
Follow up these interactions with messaging like:
“Still considering a new role?”
“Last chance to apply”
Employee success stories.
I’ve found retargeting to be one of the most cost-efficient tactics in my recruitment strategy.
Advanced Strategies for Better ROI
After mastering the basics, I applied these advanced tactics to push performance further:
Competitor targeting: Engaging employees from competing companies by highlighting my offering’s strengths.
Skill-based segmentation: Differentiating campaigns by specific skills to lower ad costs.
Targeted Message Ads: Particularly for specialized or senior roles, with refined targeting. Understanding that broad targeting can lead to high costs.
Here’s how I crafted a successful LinkedIn InMail approach, which significantly boosted high-intent applications:
Hi [First Name],
This might be a stretch — but your background in HVAC sales caught my eye.
We’re looking for seasoned sales reps eager for stable commissions and predictable schedules.
Ideal candidates will have:
3+ years in HVAC/home services sales
In-home consultation experience
A desire for stable, high earning potential
Unique perks include:
Weekends free
Pre-qualified leads (no cold calls)
Consistent six-figure potential
Note that this isn’t suited for newcomers to sales or entry-level reps.
If a brief conversation interests you, let’s connect.
If not, thanks for considering.
— [Name]
Clearly stating the requirement for “experienced sales reps” ensures relevancy, enhancing response rates and minimizing inappropriate responses.
Highlighting candidate benefits like no weekend work aligns with the audience’s priorities, making my pitch more appealing.
Ending with a reminder that the role isn’t entry-level helps avoid wasted discussions, further curtailing cost-per-hire.
Intent Overpowers Reach in LinkedIn Recruitment
The most effective LinkedIn recruitment campaigns I’ve crafted stem from sharp, strategic decisions.
Focusing on intent-based targeting, pre-quals through ad creatives, funnel segmentation, and conversion optimization shapes a recruiting method that consistently draws the right individuals and minimizes frivolous spending.
In the end, reducing cost-per-hire is about timely engagement with the right people through a tailored message.
During a recent study, I discovered that Reddit stands out as the most-cited domain in AI-generated answers. In fact, it’s ahead of heavyweights like YouTube and LinkedIn, thanks to an analysis of 30 million sources conducted by Peec AI, a tool specializing in AI search analytics.
The findings: I’ve learned that Reddit claims the top spot across various AI platforms including ChatGPT, Google AI Mode, Gemini, Perplexity, and AI Overviews. Top contenders YouTube, LinkedIn, Wikipedia, and Forbes are right behind. Platforms like Yelp and G2 frequently appear when searching for recommendations.
As I delved deeper into the research, it became clear which domains the AI models tend to lean on:
ChatGPT values Wikipedia, Reddit, and editorial sites like Forbes.
Google shows preference for platforms such as Facebook and Yelp.
Perplexity favors Reddit, LinkedIn, and G2 for queries within the B2B realm.
Why we care: The insight that resonated with me was the importance of having authority beyond just our own websites. Brands that consistently feature on reputable third-party platforms have a better chance of being cited by AI.
Why these sources? It’s fascinating to see how AI systems are wired to prioritize both authority and authentic user input:
I’ve found that Reddit excels because it mirrors genuine user discussions.
YouTube shines in video citations, owing to their comprehensive transcripts and descriptions.
Wikipedia not only serves real-time data but also acts as a foundation for training datasets.
About the data: The analysis spanned 30 million sources, providing a comprehensive look at how often domains are directly cited in AI answers, effectively revealing what shapes these responses.
Have you ever wondered if it’s possible to run effective LinkedIn Ads without breaking the bank? I’m here to tell you it absolutely is, and I’ve got the playbook to prove it. By focusing on content depth, timing, and precise targeting, I managed to lower CPCs and improve lead quality in our LinkedIn campaigns.
LinkedIn Ads often deliver top-notch B2B leads but have a reputation for being costly in both CPC and CPL terms. So, I embarked on an experiment to see if a high-value, audience-specific content piece could achieve low-cost leads on LinkedIn.
Though our agency primarily runs LinkedIn Ads for clients, I decided to test this theory on Saltbox Solutions itself, where I serve as the Director of Strategy. I wanted full control to see just how big of an impact we could achieve.
We spent under $1,000 and generated a wealth of leads at less than $10 CPL. For those with limited budgets, LinkedIn Ads might not be as out of reach as you think—it just requires a well-thought-out strategy.
Want to know how I did it? I’ll break down every detail, from the setup to execution, so you can replicate it regardless of your budget.
The campaign targeted B2B marketing decision-makers by offering a 23-page Demand Gen Playbook for 2026. The timing was key, as it aligned with the planning cycle for many marketing leaders.
I chose a document ad format with a lead generation objective, allowing audiences to preview content before downloading. The form had minimal friction thanks to LinkedIn’s autofill options.
With a $600 lifetime budget and a $15 manual bid strategy, we focused on optimizing our spend efficiently.
Our audience research was rigorous. I aimed to understand the true needs and concerns of B2B marketing leads by mining client interactions and using tools like SparkToro to identify engagement patterns.
This meticulous research resulted in an asset that truly resonated with the audience, achieving a stellar 76% lead form completion rate.
The targeting strategy was layered, combining job titles and company roles to address a 54,000-person audience, efficiently refining the reach of our ads.
Ad copy was crafted with an inviting tone, leaning on hooks like “Steal our best demand gen ideas” to captivate and engage.
The result? An average CPC of $5.41—shattering expectations given our $15 bid ceiling. The campaign not only surpassed LinkedIn’s typical CTR benchmarks but also generated 60 qualified leads.
This test validated a model that I plan to relaunch, incorporating feedback from initial downloaders to further fine-tune the playbook.
If you want results like mine, start with audience research before creating your asset. Build meaningful, timely, and well-targeted content to see better ROI from your LinkedIn Ads.
When I think about how often I scroll through LinkedIn, I’m excited to share that the platform is launching a cutting-edge AI-powered feed ranking system. It’s designed to analyze what we post, read, and engage with, thanks to large language models and advanced GPUs. This innovation aims to provide more personalized content updates for its vast user base of 1.3 billion.
Why this matters to me. Understanding LinkedIn’s content surfacing process can be a game-changer for anyone wanting their posts—or their brand’s—to gain visibility. The focus is on what’s relevant and engaging within our network. As LinkedIn Tweaked their system, posts that show expertise and contribute to trending professional topics have a better chance to go viral, regardless of our existing connections.
What’s under the hood. LinkedIn has revamped its feed recommendation mechanism using large language models and sophisticated transformer models, all powered by GPU infrastructure. The overhaul targets two key functions: the retrieval and ranking of relevant posts in our feeds.
Unified retrieval system. One of the most intriguing aspects for me is how LinkedIn has consolidated its discovery processes into a single model powered by LLMs (large language models). Previously, posts could come from various sources such as network activity and trending topics. Now, LinkedIn uses LLM-generated embeddings to interpret post content and align it with our professional interests.
For instance, by engaging with posts about small modular reactors, I might see content linked to renewable energy or other related fields, even if they use different terminology.
Ranked by your interests. Once posts are retrieved, LinkedIn ranks them utilizing a transformer-based sequential model. Instead of looking at posts individually, the model examines patterns in my past interactions, including likes, comments, and the time I spent viewing content.
This helps LinkedIn adapt to my evolving professional interests and recommend content that aligns with these shifts.
System performance and architecture. Powered by a GPU infrastructure that processes millions of posts, this system keeps our feeds fresh.
LinkedIn reports that this system can refresh content embeddings in mere minutes and retrieve suitable candidates in under 50 milliseconds.
Enhancing feed quality and authenticity. LinkedIn has also announced updates aimed at boosting content quality:
Addressing automated engagement. They’ve started cracking down on tools that automate comments or use engagement pods to fake discussions. LinkedIn clarifies these violate platform policies and devalue genuine interactions.
Cutting down on engagement bait and generic content. The platform will deprioritize content designed solely to provoke comments or clicks—such as posts begging for comments to inflate reach, irrelevant video-text pairings, and regurgitated thought-leadership content.
Helping newcomers customize their feeds faster. New users can now utilize the “Interest Picker” during signup to select topics of interest, whether it be leadership, career growth, or job-seeking skills, ensuring relevance from day one.
In the past three months, I’ve noticed LinkedIn emerging as a key authority in AI-driven discovery. It’s fascinating to see how rapidly it’s progressed, skyrocketing from outside the top 20 to claim the top spot as the most-cited source for professional queries on AI platforms like ChatGPT.
This shift occurred between November 2025 and February 2026, a time of remarkable growth for LinkedIn. For me, these stats underline the platform’s potential for both companies and individuals eager to enhance their influence in the AI sector.
Starting out in the B2B market, I quickly realized the power of making an impact right at the beginning of a buying decision. It’s surprising to learn that 86% of buyers have already picked their preferred vendors on Day 1. In this article, I’ll share how a strategic video approach can connect with buying groups and drive demand.
There’s a common misconception in B2B marketing: video is often seen merely as a tool for brand awareness. Many believe it either serves as a ‘viral’ content piece that gets views but no leads, or as a tedious demo that attracts leads but no engagement.
However, this black-and-white approach can actually harm your sales pipeline.
Being a part of LinkedIn, I have a unique perspective on the B2B buying ecosystem. The data clearly indicates that the most successful companies don’t confine video to one part of the sales funnel. Instead, they use it like a leverage for growth.
By integrating video across the entire buying journey, linking brand with demand, companies see a noticeable increase in lead generation—up to 1.4 times more leads.
Let’s delve into the framework that backs this success, guided by fresh insights into B2B buying behaviors.
The reality: The ‘first impression rose’
Many marketers underestimate how soon they need to influence a deal.
At LinkedIn’s B2B Institute, we refer to this critical window as the “first impression rose.” Much like in “The Bachelor,” not getting noticed early reduces your chances of winning at all.
Research by LinkedIn and Bain & Company shows that 86% of buyers’ decisions are practically made on Day 1, and 81% will eventually buy from the vendors on their initial list.
If your video strategy shows up only when buyers are actively looking, you’re left fighting for the remaining 19% who aren’t already committed. To truly compete, you need to be at the top of the list even before a request for proposal (RFP) is crafted.
This is where a three-play strategy becomes crucial.
Play 1: Reach and prime the ‘hidden’ buying committee
The goal: Reach the people who can say ‘no’
Many video strategies focus on the “champion” or the user, but often, they aren’t the decision-makers.
Picture this: After investing time in wooing the VP of Marketing, you find them enthusiastic about your solution and ready to proceed. But at the procurement meeting, the CFO questions, “Who is this company?” Due to a lack of recognition with those controlling the budget, you face unexpected hurdles.
Data shows you are over 20 times more likely to be chosen if the entire buying group is aware of you on Day 1.
The strategic shift: Cut-through creative
To capture this broader audience, mere visibility isn’t enough; you need to stand out. Reach and recall go hand in hand.
LinkedIn data highlights what makes content “cut-through creative”:
Be bold: Utilize bold, vibrant colors in video ads to boost engagement by 15%.
Be process-oriented: Simplify messaging into clear steps to enhance viewer retention by 13%.
The “Goldilocks” length: Videos running for 7-15 seconds hit the sweet spot for brand lift—outperforming both ultra-short and long-form ads.
The “Silent Movie” rule: Craft visuals that communicate without sound since 79% of LinkedIn users scroll soundlessly. If your video leans on spoken content initially, you’ve missed engaging 80% of your audience. Implement visual hooks and captions for instant engagement.
This is the stage where many B2B efforts fall short. Most content pushes capability—features and specs—while true buyability is often neglected.
Buyers are weighing personal and career risks when drawing up their list of vendors.
Our joint research with Bain & Company uncovered that buyers prioritize emotional assurance, with only two out of five primary considerations being centered around product capability.
The top priority (34%) was ensuring confidence in defending their decision if things went awry.
The strategic shift: Market the safety net
Video content should be more than a list of features; it should act as a safety net. What can this look like in practice?
Momentum is safety (the “buzz” effect)
Buyers gravitate toward leaders. By building a buzz, brands can increase leads by 10%.
You can generate buzz via cultural references, which increase engagement by 41% and even more significantly with memes, boosting it by 111%. This approach shows you’re in tune, relatable, and part of the conversation.
Authority builds trust (the “expert” effect)
If momentum draws them in, then expertise builds lasting trust. The presentation of that expertise is crucial.
Utilize video ads with executive experts for a 53% boost in engagement, and capture them on stage at conferences to increase this by 70%.
The implication of authority communicates a powerful message—”This person is insightful enough to be worth listening to.”
Consistency is credibility
Constant engagement, rather than sporadic bursts, is key. Maintaining an always-on campaign enhances conversions by 10% compared to brands that pause and restart their efforts. Trust is cumulative.
