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Tag: PPC

  • Google Ads API Ending Smart Campaign Creation: My Take

    Google Ads API Ending Smart Campaign Creation: My Take

    I see Google’s latest Google Ads API change as another clear move away from legacy automation and toward newer AI-driven campaign types, especially Performance Max.

    Beginning August 3, 2026, Google says developers will no longer be able to create new Smart Campaigns through the Google Ads API. For me, the key detail is that this change is about new campaign creation only.

    Existing Smart Campaigns are not being shut down. They can keep serving ads, and advertisers and developers will still be able to update and manage those campaigns through the API.

    What changes is the ability to create brand-new Smart Campaigns through API workflows. If I depend on automated campaign setup, that is the part I would review now.

    I care about this because it signals where Google wants advertisers to go next. Smart Campaigns may continue running, but the path for new API-based campaign creation is moving toward newer products such as Performance Max, Search campaigns, and Demand Gen campaigns.

    Google is specifically pointing advertisers toward Performance Max as the primary alternative. Since Performance Max runs across Google’s advertising inventory and uses AI to automate more of the campaign process, it fits the broader direction Google has been taking for years.

    I also see this as part of a wider consolidation around automated campaign formats. Google has increasingly emphasized systems that handle bidding, targeting, and creative optimization across channels, and limiting new Smart Campaign creation reinforces that shift.

    For developers, the practical next step is to audit any application that creates Smart Campaigns before the August 3, 2026 deadline. The affected requests are campaign creation operations where advertising_channel_type is set to SMART and advertising_channel_sub_type is set to SMART_CAMPAIGN.

    After August 3, attempts to create new Smart Campaigns through the API will fail. In version 24 of the Google Ads API, developers will receive a SmartCampaignError.CREATION_FAILED error.

    In version 23 and earlier, the same type of request will return an OperationAccessDeniedError.CREATE_OPERATION_NOT_PERMITTED error.

    My main takeaway is that advertisers, agencies, and software providers should not treat this as a last-minute technical cleanup. If campaign creation is built into an internal tool, onboarding flow, or platform integration, I would start mapping the replacement path now.

    Google is not ending existing Smart Campaigns, but it is removing a key creation path for new ones. To me, that is a strong signal that future campaign planning should center on Performance Max and other AI-driven Google Ads campaign types.

    Dig deeper: Changes to Support for Smart Campaigns in the Google Ads API

    Inspired by this post on Search Engine Land.

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  • Uncovering the Hidden Flaw in a ‘Perfect’ PPC Campaign

    Uncovering the Hidden Flaw in a ‘Perfect’ PPC Campaign

    I recently sat down with Veronika Höller for an enlightening discussion on PPC campaigns in an episode of PPC Live The Podcast. We delved into a scenario where a seemingly flawless campaign was secretly underperforming, uncovering the real issue beneath the surface.

    From “perfect” campaigns to zero revenue

    Initially, Veronika encountered an impeccably organized account. It had all the right elements: a clean structure, compelling creatives, and well-allocated budgets with conversions rolling in. But there was one glaring omission—it wasn’t generating any revenue.

    This discrepancy prompted us to investigate further, revealing that while surface metrics such as impressions, clicks, and conversions appeared promising, the true business impact was lacking. The unraveling began here.

    The real issue: nothing stood out

    The breakthrough came not from within the account but by stepping outside it. During competitor research, Veronika noticed that the brand’s messaging was indistinguishable from its competitors. There was no compelling reason for users to choose their products over others.

    From a user’s perspective, the ads weren’t incorrect; they were simply forgettable. In a saturated market, being simply “good” wasn’t enough. The revelation was not about performance but positioning.

    Starting again — from scratch

    Veronika boldly decided to reconstruct everything from the ground up. This involved crafting new messaging, developing fresh creatives, and establishing a comprehensive strategic blueprint. A pivotal change was identifying not only the ideal customer but also defining who they were not targeting, utilizing anti-ICPs to refine the messaging.

    This reset also incorporated enhanced localization, creating tailored landing pages for different markets, and formulating platform-specific strategies instead of simply recycling campaigns across channels. It was much more than optimization—it was a complete overhaul, and it succeeded.

    The mistake that nearly broke everything

    Looking back at earlier times in her career, Veronika recalled a major misstep that will resonate with many PPC professionals. She had implemented a recommended target CPA but failed to adjust the budget accordingly.

    This oversight led to a halt in campaign delivery and a significant drop in performance, all of which went unnoticed over the weekend. By Monday, the damage was done, and the client was understandably upset.

    Owning the mistake — and fixing it fast

    Veronika didn’t shy away from the situation. She promptly admitted her mistake, provided an explanation, and took full responsibility. This transparency shifted the client’s initial frustration into collaboration, as there was no defensiveness, only a structured plan for resolution.

    The takeaway was invaluable: one must never apply recommendations blindly and should always consider the entire context before implementing changes.

    Why failure is part of getting good

    For Veronika, mistakes aren’t something to avoid—they’re a stepping stone to mastery. “You can only be good if you fail,” she asserted.

    This philosophy now influences her work approach and mentorship style. Mistakes signal progress, experimentation, and improvement.

    Furthermore, sharing these experiences helps others steer clear of similar pitfalls.

    The biggest issue she still sees today

    Despite evolving PPC landscapes, tracking remains a persistent issue. Many setups suffer from flawed implementations, reliance on micro conversions, and misconfigurations in tools like Google Tag Manager.

    In a world dominated by smart bidding and automation, inaccurate data not only constrains performance but leads it astray. Even the most stellar campaigns can falter without precise tracking.

    AI won’t fix average marketing

    Veronika emphasized that AI isn’t a magic bullet for improving outcomes. Feeding it mediocre data yields mediocre results.

    Many marketers erroneously rely on AI tools for account analysis without a proper understanding of the necessary enhancements. AI can’t create uniqueness; it can only optimize existing inputs. Distinctive strategies still demand human ingenuity.

    The mindset that matters now

    The most significant takeaway isn’t about tactics; it’s about mentality.

    Perfection isn’t the goal. Avoid following recommendations blindly, and don’t assume tools will think for you. Instead, rely on your instincts, experiment, and accept that mistakes are a valuable part of the journey.

    In performance marketing, the real hazard isn’t failure but becoming invisible by playing it safe.

    Inspired by this post on Search Engine Land.

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  • Unlock More with Microsoft’s Customizable Conversion Metrics

    Unlock More with Microsoft’s Customizable Conversion Metrics

    As someone exploring the ins and outs of Microsoft Advertising, I’ve discovered an update that’s sure to enhance our campaign analysis. Microsoft is now allowing us to customize columns with all conversion metrics, providing us with deeper insights and aligning reports with our unique business goals.

    What does this mean for us? Well, according to Navah Hopkins, our go-to expert at Microsoft, we can now build custom metrics by leveraging the full spectrum of conversion data available in the platform. This means we can track all conversions and primary conversions, enabling us to tailor our reporting to meet our specific objectives more closely.

    Please note the new image showcasing Microsoft’s enhanced custom columns feature. It’s a visual reminder of how these updates can transform our analytical capabilities.

    Why am I excited about this? Because the standard reporting often doesn’t mirror how we truly measure success. By giving us the tools to expand custom columns, Microsoft allows us to define metrics that truly matter—be they lead quality, revenue, or a combination of conversion actions.

    This flexibility is crucial for managing a variety of conversion types or navigating complex marketing funnels. Now, I can create custom columns, using ratios and metric combinations such as cost per qualified lead or conversion rates focused on primary goals.

    Moreover, I appreciate that the revenue and ROAS calculations will now reflect the values that align with my conversion goals, providing more accurate insights directly linked to business outcomes.

    ```json { "alt": "Screenshot of a campaign management interface showing options for creating a new column with metrics and performance criteria.", "caption": "Exploring campaign metrics has never been easier with this detailed interface for customizing columns and viewing performance data.", "description": "This image displays a campaign management interface used for customizing and modifying columns. It includes options to name a new column, add an optional description, and formulate its metrics. The interface allows users to select metrics such as CPA, conversion rates, and revenue, as well as specify the format, in this case, currency. A list of campaigns is visible on the left, indicating a total of 2,581 campaigns, with options to apply saving or cancelling at the bottom." } ```

    What does this change imply for us in a broader sense? It represents a shift toward a more flexible and advertiser-defined measurement approach, instead of relying solely on standardized platform metrics.

    This update highlights the ongoing demand for improved reporting customization as campaigns become increasingly automated and intricate.

    So, what should we keep an eye on? I’ll be observing how advertisers like us utilize these custom metrics to guide optimization decisions, whether consistency in reporting improves across teams, and if similar flexibilities will roll out in other areas of the platform.

    Bottom line? With Microsoft giving us more control over how we measure success, custom columns are evolving into a vital asset for campaign analysis. Read more about this update here.

    Inspired by this post on Search Engine Land.

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  • Embracing AI in PPC: Ginny Marvin’s Evolution in Search

    Embracing AI in PPC: Ginny Marvin’s Evolution in Search

    I find it quite fascinating how the world of search has transformed over the years from manual PPC efforts to AI-driven systems. Reflecting on Ginny Marvin’s journey offers a glimpse into these dynamic changes and underscores the importance of staying curious and adaptable as marketers.

    My journey into PPC wasn’t fueled by a master plan but rather by a desire to reinvent myself professionally. Transitioning from print publishing and advertising sales, I found myself at a crossroads when the startup magazine I had helped establish ceased operations. That pivotal moment pushed me towards digital marketing, starting from entry level.

    Starting fresh meant embracing the unknown. As Marvin put it, she didn’t know what she was doing initially, which makes her story relatable for anyone starting anew. This fresh start paved her path into search marketing, eventually leading her to significant roles at Search Engine Land and Google as the Google Ads Liaison.

    During our interview, Marvin shared insights into the evolution of paid search, highlighting common misconceptions marketers still hold, and emphasized how the next era of search will value curiosity over control.

    Interestingly, PPC clicked for me faster than SEO. My initial foray into the industry was through SEO at a small agency, but I quickly discovered my passion when the paid search manager took a vacation, and I temporarily managed the campaigns. This experience showed me the power of PPC’s speed and measurability, especially coming from a print background where results were slow and uncertain.

    Marvin observed that Google’s clear focus and rapid iteration were key to outpacing competitors like Yahoo and Microsoft. Google’s relentless enhancement of its offerings to align with advertiser needs set it apart and solidified its leadership in the industry.

    I remember the early days of PPC being a manual slog full of exhaustive keyword lists and precision-targeted campaign strategies. We spent hours meticulously crafting keyword combinations, but today’s campaigns are more sophisticated and goal-oriented, aligning more naturally with business objectives rather than conforming to platform constraints.

    When Search Engine Land was in its infancy, Marvin was also establishing her footprint in the search field. The platform quickly became essential for industry news, insights, and expert analyses, fostering professional growth by making information accessible.

    One standout characteristic of the search community, as Marvin noted, is its openness to sharing and collaboration. People have always been generous about sharing their experiments, successes, and failures, recognizing that ongoing learning benefits everyone. This spirit of community has been a cornerstone in my own career development.

    Regarding AI, Marvin asserts that it’s not as novel as many perceive. Although the rapid advancements fueled by large language models seem sudden, machine learning has been embedded in systems like Google Ads for years, refining aspects like Smart Bidding and close variants.

    The real shift lies in consumer behavior, where search patterns have become increasingly complex and diverse. With people using images, voice, and multimodal inputs, modern search engines understand intent beyond simple keywords, necessitating a comprehensive view of the customer journey.

    Despite all these changes, the essence of search success remains tied to business results. What’s different now is the enhanced ability to accurately measure outcomes and align campaign activities with strategic business goals, highlighting the critical role of data and first-party signals.

    Looking ahead, Marvin champions curiosity as the trait that will define successful marketers over the next two decades. Adaptability, understanding customer behavior, and proactively learning new technologies like AI will keep marketers ahead of the curve.

    Marvin candidly remarks that while PPC marketers often claim to embrace change, they can be resistant when major shifts occur. Her advice is to adopt a long-term perspective because seemingly abrupt changes often have deep-seated, gradual developments.

    Experimentation is key, according to Marvin. Even if a new feature doesn’t yield immediate success, dismissing it entirely could be shortsighted. As platforms and capabilities evolve rapidly, what didn’t work before might succeed now, and clinging to outdated methods could hinder progress in the evolving search landscape.

    Reflecting on her career, Marvin expressed pride in the resilient and collaborative nature of the search community. Her contributions at Search Engine Land and Google have always been geared towards fostering an informed and empowered marketing community. To her, “by marketers, for marketers” is more than a motto; it’s a driving mission.

    Inspired by this post on Search Engine Land.

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  • Avoid These Costly Google Ads Mistakes for Ecommerce Success

    Avoid These Costly Google Ads Mistakes for Ecommerce Success

    Expanding beyond paid social? Discover how I learned to structure campaigns, control spend, and unlock demand without depending solely on the Meta playbook.

    My paid social campaigns were thriving. I understood my audience intimately, had a tight creative process, and watched results improve each year. Naturally, when leadership proposed expanding into Google Ads, I was thrilled—envisioning it as a new revenue channel.

    But sticking to our existing strategy only led to difficult conversations. Google demands different tactics—intent signals and campaign structures vary, and common budget-draining mistakes aren’t always obvious. Many brands mirroring their Meta strategy end up with flashy dashboards but disappointing balance sheets.

    From my experiences, six frequent mistakes can cause substantial damage before they’re even noticed. They’re what I’ve seen most often with ecommerce brands transitioning to Google Ads—and each error is reversible.

    Mistake 1: Treating Google like a retention channel

    Utilizing Google Ads for retention and brand defense is possible, but relying solely on it as a strategy is problematic. I often notice brands new to the platform diving straight into Performance Max. Initially, the ROAS shines bright, making everyone happy. However, when the right question surfaces—”Are we truly growing or just capturing purchases?”—issues arise.

    For example, a client approached me with branded search and retargeting doing most of the work in PMax—a mere tax on demand already created elsewhere, leading to stagnant revenue. Although ad spend was soaring, growth wasn’t.

    Acquiring new customers requires a different setup, like:

    • Shopping campaigns to highlight products to new audiences.
    • Search campaigns centered on non-branded, high-intent keywords.
    • Layered PMax configurations to bypass defaulting to easy conversions.

    When Google grants vast access to new audiences, focusing solely on closing disregards most of this opportunity.

    Dig deeper: Ecommerce PPC: 4 takeaways that shape how campaigns perform

    Mistake 2: Not knowing how to leverage Google’s core levers

    Although paid social expertise is somewhat transferable to Google, I’ve observed four major gaps. Let me share them with you in more detail.

    Search intent: Social media ads interrupt, but search ads meet users actively seeking your offerings, transforming campaign structure, ad copy, and keyword targeting entirely.

    Data feed optimization: An optimized product feed enhances visibility and targeting in Shopping or Performance Max campaigns.

    Keyword research: Understanding match types and search intent is critical for reach and cost efficiency.

    Landing pages: Engaging landing pages outperform product pages for high-intent but unfamiliar visitors.

    Dig deeper: 7 Google Ads search term filters to cut wasted spend

    ```json { "alt": "The CapmatchOne logo with a gradient circle and bold text.", "caption": "Discover innovation with the CapmatchOne logo, featuring sleek typography and a modern gradient circle.", "description": "The CapmatchOne logo features bold, modern typography coupled with a gradient circle, symbolizing connection and innovation. The sleek design conveys a sense of progress and creativity. This image can be used for branding or promotional purposes, appealing to audiences interested in innovative solutions and forward-thinking designs." } ```

    Mistake 3: Allowing operational issues to interrupt campaign momentum

    Consistent data is key for Google’s algorithms. Every unintended campaign pause can reset learning, causing weeks of degraded performance and wasted spend.

    Common disruptions include:

    • Payments: Bill lapses, leading to campaign pauses, overshadow the actual cost when factoring in downtime recovery.
    • Tracking and feed integrity: Broken pixels and feed errors silently degrade performance.

    Setting up automated alerts and regular audits can prevent these costly errors.

    Mistake 4: Overly granular campaign structures

    Detail-oriented advertisers may over-segment campaigns, believing it provides control. However, widespread budget allocation hinders Google’s automation from optimizing effectively.

    Instead, tight, well-funded campaigns optimize better and are more manageable.

    Dig deeper: How to find and fix the root cause of low conversions

    Mistake 5: Leaving campaigns on Max Conversion Value without ROAS targets

    Max Conversion Value aims for conversion volume, neglecting cost efficiency. A realistic ROAS goal encourages the algorithm to maximize efficiency. Setting this correctly is crucial.

    Dig deeper: How each Google Ads bid strategy influences campaign success

    Mistake 6: Underfunding campaigns, keeping them in learning mode

    Underfunding during the learning phase results in indefinite stalled progress. Adequately funding new campaigns from the outset fosters quicker, more accurate results.

    Expanding beyond Meta to include Google is a strategic move, accessing actively expressed demand. These pitfalls aren’t deterrents but guideposts for smoother transitions and optimized strategies.

    For early adopters, start with my guide on expanding from Meta to Google Ads. If seeking further optimization, learn how to sidestep Google’s automation traps.

    Inspired by this post on Search Engine Land.

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  • Unveiling Google’s PMax Timeline: Boost Your Ad Strategy

    Unveiling Google’s PMax Timeline: Boost Your Ad Strategy

    Recently, I discovered that Google has launched an exciting new feature for Performance Max campaigns. As an advertiser, I’m always on the lookout for tools that provide clearer insights, and this new channel performance timeline view does just that. It offers a comprehensive breakdown of how different channels like Search, YouTube, and Display contribute to my campaign results over time.

    What’s New

    The latest update introduces a timeline graph that showcases channel-level contributions over a selected period, complete with investment and performance filters. This means I can quickly identify which channels are excelling and which ones might need a bit more attention.

    The chart features helpful visual cues—like a yellow box highlighting channel performance evolution over time, and a pink box indicating different ad types, such as All Ads, Ads Using Product Lists, and Ads Using Video.

    Why I Care

    Managing Performance Max campaigns across multiple channels often left me guessing about where my budget was working best. This new view provides valuable insights into channel-level trends, allowing me to adjust strategies or budgets more efficiently. If I notice YouTube underperforming while Search is thriving, I can now make informed decisions without relying purely on guesswork or exported data.

    ```json { "alt": "Dashboard showing performance metrics and graph over time.", "caption": "Explore how your channel's performance evolves over time with detailed metrics and graph visualizations.", "description": "The image shows a dashboard interface with a focus on channel performance metrics over time. The left menu includes options like 'Insights' and 'Performances des canaux.' A red arrow points to a highlighted section explaining performance evolution. A blue graph depicts data trends with metrics like cost, clicks, and conversions selected. Options to download data and filter ads are visible, enhancing user interaction and analysis capabilities. Keywords: dashboard, performance metrics, graph, data analysis." } ```

    The Big Picture

    This new view empowers me to evaluate PMAX performance more effectively, without relying solely on Google’s automated decisions. Now, I can see consistent underperformance or excellence across channels, which guides my budget and asset strategies moving forward.

    The Bottom Line

    Though it’s not full transparency, this update is a significant move in the right direction. I now have a more structured way to detect trend anomalies in PMax campaigns early and make necessary adjustments to optimize performance.

    First Spotted

    This feature was first noticed by Axel Falck, Head of Search at Le Mage du SEA, who shared his insights on LinkedIn.

    Inspired by this post on Search Engine Land.

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  • Boosting Medical Device Marketing ROAS with SEO Maturity

    Boosting Medical Device Marketing ROAS with SEO Maturity

    I took our SEO to a whole new level, and the results were astonishing. From just $12K in ad spend, we skyrocketed to $1.6M in revenue. Let me share how building authority, optimizing conversion signals, and setting up CRM feedback loops made our PPC scalable.

    You might already be familiar with how important SEO is for improving traffic and authority, but what isn’t discussed enough is its impact on other channels like PPC. This case study reveals how we scaled performance marketing in the high-consideration B2B medical device market by nailing our SEO fundamentals.

    Marketing a premium pelvic floor chair isn’t your typical ad campaign. This device has a lengthy sales cycle and relies heavily on medical expertise. Our customers range from doctors to physiotherapists, all of whom demand reliable clinical evidence and credibility.

    ```json { "alt": "The CapmatchOne logo with a gradient circle and bold text.", "caption": "Discover innovation with the CapmatchOne logo, featuring sleek typography and a modern gradient circle.", "description": "The CapmatchOne logo features bold, modern typography coupled with a gradient circle, symbolizing connection and innovation. The sleek design conveys a sense of progress and creativity. This image can be used for branding or promotional purposes, appealing to audiences interested in innovative solutions and forward-thinking designs." } ```

    In markets like ours, when common performance tactics fell short, building credibility and authority was key. Without trust in our products and services, performance simply couldn’t scale. I’ve learned that no optimization works without it.

    Starting 2023, our Google Ads campaigns were launched with limited SEO. The lack of optimization led to underattribution and resulted in a minimal scaling effect. We also dealt with delays in Google Ads bidding algorithms due to conversion tracking issues.

    ```json { "alt": "SEO position tracking graph for pelvipower.com showing visibility trends from August 2023 to January 2026.", "caption": "Tracking SEO success: Pelvipower's visibility climbs with strategic tweaks and campaigns, showing a sharp increase in online presence.", "description": "This image displays an SEO position tracking graph for pelvipower.com, illustrating changes in search visibility from August 23, 2023, to January 31, 2026. Key events like the start of SEO tweaks and performance campaigns are marked, showing a significant increase in visibility. The graph indicates a rise from near 0% to over 16%, reflecting strategic adjustments in the site's SEO approach. Relevant for those analyzing competitive SEO growth and the impact of digital marketing strategies." } ```

    Despite these challenges, early campaigns confirmed there was a demand. I realized that fixing the surrounding system was necessary to capitalize on this potential in the long run.

    By mid-2024, I shifted the focus to treating SEO as a central part of our revenue strategy rather than an additional enhancement. Rather than chasing quick rankings, we prioritized building authority in pelvic health. Our strategy involved educational content, mapping out the entire informational landscape around pelvic health issues.

    ```json { "alt": "Network graph showing interconnected nodes with a list of wellness domains on the right.", "caption": "Explore the intricate web of connections in this network graph, highlighting relationships among wellness domains.", "description": "This image displays a network graph with interconnected nodes, illustrating various relationships and connections. The nodes vary in size and color, indicating different categories or levels of connectivity within the graph. On the right, a list of wellness domains such as 'barmer.de' and 'withings.com' is presented, each associated with a connectivity score. This visualization aids in understanding complex relationships in a data set, ideal for analyzing wellness-related domains and their interactions. Keywords: network graph, connections, wellness domains." } ```

    Our shift paid off. We invested in long-form content, structured it well, and embedded supporting visuals. This approach transformed us into a trusted resource over time and improved our credibility, which is essential in medical markets.

    Our biggest success came from leveraging partnerships with clinics and medical professionals. Providing ready-to-use content allowed us to establish valuable backlinking opportunities in exchange for using our resources. These links enhanced our visibility and authority in healthcare sectors.

    ```json { "alt": "Screenshot of keyword rankings overview showing search terms related to pelvic floor chairs with their respective metrics.", "caption": "An insightful glance at keyword performance metrics for various search terms related to pelvic floor chairs, illustrating potential traffic and ranking positions.", "description": "This image displays a rankings overview for keywords like 'beckenboden behandlung stuhl' and 'beckenbodentrainer stuhl'. It highlights metrics such as potential traffic and keyword difficulty. The table captures changes in positional rankings between January 2 and January 31, emphasizing keywords with significant traffic growth. This analysis helps in understanding the SEO performance and visualization of keyword optimization strategies." } ```

    Ultimately, this strategy resulted in a manifold increase in referring domains and significantly boosted our topical authority. Our backlinks were closely aligned with Google’s assessment of expertise and trust.

    By late 2024, our top rankings for crucial keywords like ‘Beckenbodenstuhl’ clearly demonstrated our growing organic visibility. Prospects repeatedly encountered our brand in their research phase, reinforcing trust even before they saw our ads.

    ```json { "alt": "Table showing ad groups with status and interaction rates, highlighting certain percentages.", "caption": "Paused campaigns with notable interaction rates. Discover which ad groups stood out with impressive engagement!", "description": "This image displays a table of ad groups with columns for status and interaction rate. The status is 'Nicht aktiv' indicating paused campaigns. Several interaction rates are highlighted in red and black, emphasizing their significance. Keywords: ad groups, interaction rate, paused campaigns, marketing analytics." } ```

    Our organic presence also reshaped how users engaged with our ads. Familiarity bred trust, and many users chose our advertisements due to previous organic encounters. This effect was even more pronounced in competitor-specific campaigns, where we achieved high click-through rates.

    Improving conversion tracking was the next game-changer. Moving away from standard GA4-imported conversions to GTM-native events allowed us to get faster and cleaner signals, optimizing bidding algorithms effectively.

    Integrating our HubSpot CRM closed the loop between marketing and sales. We tracked not only the quantity of leads but also their quality, feeding this data back into our Google Ads to optimize really meaningful outcomes.

    With $12,000 in ad spend during 2025, our integrated SEO and PPC strategy led to impressive growth. In just two years, we observed a 140% sales increase from 2023-2024, followed by another 79% in 2025. This equated to a fourfold growth in our sales volume fueled by digital marketing.

    The key to scaling PPC lies in trust and quality signals, underscored by sound SEO practices. It’s not about one-off optimizations but a holistic system that includes aligned SEO, precise tracking, and insightful CRM feedback.

    Complex markets don’t fail because the strategies are wrong; they fail due to incorrect assumptions about simplicity solving complexity.

    Inspired by this post on Search Engine Land.

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  • Master Google Ads Audits: Navigate the Changes in 2026

    Master Google Ads Audits: Navigate the Changes in 2026

    I recently tuned into an episode of Google’s Ads Decoded podcast where Brandon Ervin, Director of Product Management for Google Search Ads, shared insights on campaign consolidation, AI Max, and the future of advertiser control as we approach 2026. It was enlightening to hear a product team so in tune with advertiser concerns.

    However, I felt the podcast left some gaps. There’s a significant disconnect between Google’s narrative and what advertisers truly experience on the ground. While Ervin’s team is making strides, the fast-evolving platform presents new challenges, shifting performance measurement onto economic standards. This change fundamentally alters how we should approach search ad audits.

    As I reflect on recent improvements, it’s clear that enhancements like brand exclusions in Performance Max and Demand Gen, exclusion of site visitors in PMax campaigns, and improved search term visibility are crucial. These are responses to issues caused by bundling and aggressive automation. It’s worth noting that these controls arrived after advertisers were already knee-deep in implementation.

    In an era where Google’s product team pushes for advancement, it’s vital for us to audit whether these new tools genuinely expand control or simply restore baseline transparency lost with earlier automation efforts.

    In building the foundation for a 2026 search audit, we need to start with the basics, ensuring full ad extensions, strategic automated bidding, and maintaining negative keyword lists, among others. These are undeniable essentials that set the stage for deeper audits.

    ```json { "alt": "The CapmatchOne logo with a gradient circle and bold text.", "caption": "Discover innovation with the CapmatchOne logo, featuring sleek typography and a modern gradient circle.", "description": "The CapmatchOne logo features bold, modern typography coupled with a gradient circle, symbolizing connection and innovation. The sleek design conveys a sense of progress and creativity. This image can be used for branding or promotional purposes, appealing to audiences interested in innovative solutions and forward-thinking designs." } ```

    Focusing on the intricacies of signal architecture, I realize that while traditional controls like exact match and manual bids gave us direct oversight, the new controls shift focus to data quality, density, and selectivity. These influence the algorithm, which ultimately makes the decisions.

    An effective audit in this context addresses three core aspects: the quality of the data imported, the density of high-quality data available for modeling, and the selectivity of the data shared with Google. These elements are pivotal in shaping campaign success.

    Being mindful of incrementality is another key consideration. Google optimizes towards reported conversions, often encompassing brand search and retargeting signals that may not truly reflect incremental gains.

    It’s critical to analyze marginal returns as Google’s system operates on a blended cost-per-action model. Without understanding the incremental cost at each spend tier, advertisers risk overspending without realizing diminishing returns.

    ```json { "alt": "Sales funnel process from meaningful engagement to a closed-won deal, highlighting stages and predictions.", "caption": "Navigating the sales funnel: From initial engagement to securing the deal, each stage plays a critical role in success.", "description": "This image illustrates a sales funnel process, moving from meaningful engagement with high-quality non-conversion activity to a closed-won deal with revenue booked. It highlights stages such as Lead, Strong Lead, MQL, SQL, OPP, culminating in WON. The funnel emphasizes prediction and density levels, with notes like 'We are here' at Strong Lead and 'These are our money makers' at MQL. It provides clarity on how leads progress to sales." } ```

    Furthermore, as Ervin acknowledged, AI-driven campaigns sometimes misalign with intended targets. Query mapping has deteriorated over time, and AI Max exacerbates irrelevant matches, underlining the need to rigorously classify queries by intent to maintain high-value engagements.

    Lastly, the economics of network performance in bundled campaigns like Performance Max and Demand Gen need thorough examination as they obscure valuable insight into actual network-driven outcomes.

    By focusing on value redistribution through audits, we can ensure that the surplus value generated by high-intent searches isn’t misallocated into Google’s weaker inventory, thereby optimizing ad spend efficiency and accountability.

    Inspired by this post on Search Engine Land.

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  • Transform B2B Success: Top LinkedIn Ads Tests for 2026

    Transform B2B Success: Top LinkedIn Ads Tests for 2026

    5 B2B LinkedIn Ads tests to run in 2026

    Short-form video, Thought Leader Ads, personalized creative, and Qualified Lead Optimization are showing promise. Here’s how I plan to test them.

    LinkedIn made some noteworthy moves last year with significant payoffs for our B2B clients. As we embrace 2026 and zero in on our yearly marketing goals, I’ve gathered some exciting insights from 2025 to help you maximize your strategies. Let’s dive into the top tests to run, including:

    • Video.
    • Thought Leader Ads.
    • Personalized creative.
    • Qualified Lead Optimization.
    • Ads duplication.

    Let’s explore each of these tests and the potential benefits they offer.

    LinkedIn video is a must

    Even though Meta and TikTok are more suited for videos, LinkedIn hasn’t shied away from the wave — especially with short-form videos (7-15 seconds). Crafting the right content is crucial for your marketing strategy. Here’s how you can leverage video effectively:

    Consider new placements like First Impression Ads. Compare the performance of video ads in the feed against other ads to gauge impact and engagement.

    The usual tips apply:

    • Avoid just repurposing videos from others. LinkedIn users interact differently — focus on content addressing professional challenges, testimonials, or tutorials.
    • Have a follow-up plan for users engaging with your video, as one video isn’t usually enough to convert immediately.
    • Define a strategy to measure video engagement value, from views to actions like “Comment X for the full guide.”

    Dig deeper: LinkedIn study reveals how B2B video ads can gain +129% engagement lift

    Your customers search everywhere. Make sure your brand shows up.

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    People respond to people, so try Thought Leader Ads

    Engaging potential B2B clients can often be challenging, especially through a corporate lens. Thought Leader Ads (TLAs), which allow companies to boost employee content, have been around. Since I tested them rigorously in 2025, I’ve noticed they garner significantly higher engagement compared to typical business profile ads.

    TLAs also afford creativity. Humorous posts, for instance, feel more authentic when shared from a personal profile.

    As with all boosted content, selective investment is key. If a post organically gains traction and aligns with your business goals, it’s a prime TLA candidate.

    Caveats to consider:

    • Ensure employees whose content you boost have your brand prominent on their profiles. Activate creator mode so users can follow them, adding value to future content.
    • Per LinkedIn, repurposing content published less than 30 days ago works best. My experiences confirm this.

    Dig deeper: LinkedIn Ads retargeting: How to reach prospects at every funnel stage

    ```json { "alt": "The CapmatchOne logo with a gradient circle and bold text.", "caption": "Discover innovation with the CapmatchOne logo, featuring sleek typography and a modern gradient circle.", "description": "The CapmatchOne logo features bold, modern typography coupled with a gradient circle, symbolizing connection and innovation. The sleek design conveys a sense of progress and creativity. This image can be used for branding or promotional purposes, appealing to audiences interested in innovative solutions and forward-thinking designs." } ```

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    Personalize your creative

    In late 2025, I experimented with personalized LinkedIn ads across various regions and campaigns. Globally, I witnessed a >20% improvement in cost per lead, paired with better CTR and lower CPC. U.S. campaigns were remarkable, showing a 33% drop in CPLs.

    According to my LinkedIn contacts, European users value privacy more than their U.S. counterparts, explaining why personalization resonated better stateside. Yet, even U.S. campaigns showed fatigue with personalized ads after a month.

    Combining personalized and non-personalized ads in one campaign decreased the frequency of personalized ads and facilitated side-by-side performance comparisons.

    Dig deeper: LinkedIn’s new playbook taps creators as the future of B2B marketing

    Test Qualified Lead Optimization

    Having experience with Conversions API (CAPI) and enhanced conversions in Meta and Google, the concept of Qualified Lead Optimization is familiar. LinkedIn’s take lets you merge your first-party data with its algorithm to target high-quality users more effectively.

    Though not as adept as Meta and Google yet, I’ve noted an increase in qualified leads through LinkedIn.

    Here’s how to test it:

    • Use LinkedIn’s CAPI to sync CRM data and define what constitutes a qualified lead.
    • Set up a CAPI conversion event for qualified leads and ensure data flow to Campaign Manager.

    Use the new ads duplication feature

    This tactical feature has saved me time across accounts, making it an essential tool. In March 2025, LinkedIn improved Campaign Manager with a feature for duplicating ads across campaigns and accounts, expediting our campaign launches — a win with no downsides.

    One more LinkedIn ad format to watch

    I’m still evaluating LinkedIn’s new CTV capability. It offers potential for testing brand messages and positioning through targeted niche audiences before committing to broader campaigns.

    LinkedIn introduced substantial updates last year, prompting us to boost client budgets there. Setting clear platform expectations and having a robust evaluation framework will maximize LinkedIn’s value.

    Armed with these strategies and a deep understanding of your ideal customer profile (ICP), LinkedIn could serve as a surprising source of growth in the coming months.

    Inspired by this post on Search Engine Land.

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