When more PPC budget doesn’t equal more leads
If search is carrying your lead generation strategy, increasing spend won’t replace the awareness and trust built across other channels.
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Pauline Jakober's latest articles
AI-forward campaigns are a B2B growth gold mine — if you’re patient
B2B buyers are influenced long before they search. Here's how AI-powered Google Ads campaigns build demand early — and pay off over time.
Why B2B brands are shifting from keywords to Performance Max
Accounts embracing AI-powered tools are outperforming keyword-only strategies. Here's what you need to know before you get left behind.
What Google’s AI Mode means for your B2B paid search strategy
The old keyword-based approach is breaking down. Shift your B2B PPC approach to match Google’s AI-first direction – without overspending.
Your top B2B YouTube ads questions – answered
YouTube isn’t just for B2C. Here's how B2B brands can use video ads to build trust and move buyers through complex sales cycles.
Google Ads optimization: What to stop, start, and continue in 2025
Shift your optimization mindset in 2025 with fresh strategies for keywords, Performance Max, and audience targeting.
Is it time to rethink your Google Ads strategy?
Reimagine your Google Ads with a focus on audience targeting. Learn how a strategic overhaul can optimize your ad performance and budget.
AI and Google advertising: What’s next?
Discover the latest AI-driven changes in Google Ads, their implications for PPC marketers and six key recommendations to stay ahead.
How to overcome the top 3 objections to YouTube video ads
Don't let budget constraints, past failures or lack of know-how stop you from taking advantage of YouTube video advertising.
Why now is the most important time for nonprofit advertising
Maximize year-end donations for your non-profit by laying the groundwork early with steady advertising budgets and ongoing testing.
7 tips to create PPC text ads that are trustworthy and clickworthy
Your text ads should build trust, not set off alarm bells. Use these trust signals to make your PPC ads drive confidence and clicks.
10 questions to ask before you create a Google Ads account
Ensure a smooth Google Ads account launch by addressing key factors like goals, assets, audience data, and more.
How to use PPC to act on (or respond to) unplanned publicity
A well-placed PPC ad gives you the opportunity to respond directly to good and bad publicity. Here’s what you need to know.
How to use Google Ads to get more donations for your nonprofit
Google Ads isn’t just for “for-profit” companies. Here's how nonprofits can use paid Google Ads accounts to help them reach their goals.
3 simple PPC optimizations you may have overlooked
Not every optimization needs to be a weeks-long project. Here are three simple ways to optimize your PPC accounts.
How to optimize your Google Ads’ post-click content
How can you further optimize your Google Ads program once everything is humming along smoothly? Start by looking at your post-click content.
Avoid Hurdles When Working With Multiple Agencies
Columnist Pauline Jakober discusses how to work through common issues that arise when clients employ multiple agencies.
Ad Blocking: Where Do We Go From Here? A PPC Agency View
The recent debate around ad blocking, sparked by the release of Apple's iOS 9, shows the need for a renewed focus on the mobile user experience with ads. Columnist and agency owner Pauline Jakober weighs in.