10 posts
The 95-5 rule describes buyer availability, not budget allocation — and it is not a licence to stop measuring brand spend. Here is how to defend a brand and activation split to a CFO using leading indicators instead of faith.
Performance Max isn't a black box anymore, but its defaults still punish long sales cycles. Here's the exact exclusion, conversion-feedback and value-tier stack B2B accounts need before letting PMax spend a dollar.
Thought Leader Ads buy attention at roughly a quarter of the cost of a Single Image Ad, but they do not fill forms. Here is the Campaign Manager setup and the four-layer sequence that turns that cheap engagement into pipeline.
Platform lift studies lock out mid-market advertisers on conversion volume, not spend. Geo holdouts don't care how many conversions you have. Here's how to design one you can actually defend in a budget meeting.