11 PPC errors uncovered in recent B2B audits
From broken conversion tracking to unmanaged automation, these common mistakes continue to waste budget, leads, and valuable learning signals.
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Laura Schiele's latest articles
3 ways to turn LinkedIn into a B2B AI discovery engine
From employee profiles to thought leadership content, these LinkedIn strategies can help B2B brands gain more visibility in AI search.
Performance Max for B2B: 5 best practices
Learn how to guide AI, improve lead quality, and use signals, creative, and reporting to get better results from Performance Max for B2B.
Audit your agency: 6 questions to find a true growth partner
Most agencies sound the same. The real differences show up in how they optimize, measure, and scale. This is how to uncover them.
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 to test them.
How to reduce low-quality leads from Performance Max campaigns
Performance Max often optimizes for cheap conversions by default. Learn how guardrails and better signals can improve lead quality.
10 keys to a successful PPC career in the AI age
The best PPC marketers use AI with intention, skepticism, and context. Here’s what separates them from the rest.
AI tools for PPC, AI search, and social campaigns: What’s worth using now
The tools driving creative, workflow automation, and search visibility in performance marketing – plus guidance for choosing the right stack.
How to consolidate legacy SKAGs – and why it’s time to move on
Precision has changed, but control isn’t gone. Learn how to consolidate SKAGs, protect performance, and focus on what still drives results.
How to get smarter with AI in PPC
AI tools can streamline paid search campaigns – but only with the right prompts, privacy settings, and human oversight.
How to produce a better PPC QBR for your stakeholders
Don’t settle for another dull recap. Deliver PPC QBRs that highlight impact, engage stakeholders, and drive next-quarter strategy.
How to build a paid media team in the AI age
Most hiring checklists are stuck in 2017. Here’s how to spot marketers who can outpace algorithms and rivals alike.
4 PPC trends to monitor closely in the second half of 2025
While AI dominates the spotlight, deeper changes in cost, control, and data are pushing advertisers to rethink paid media from the ground up.
5 LinkedIn Ads tests to run to drive growth
LinkedIn’s not just an awareness play anymore. Try these five ad types, tune your offer, and start pulling qualified leads into your funnel.
Strategic PPC moves to offset traffic loss from zero-click search
As zero-click search becomes the norm, organic traffic is eroding. Here's how paid media can bridge the gap.
A testing primer for B2B paid social creative optimization
Your B2B ad creative needs to evolve. Learn how to test it right, avoid tired tactics, and turn results into insights on LinkedIn and Meta.
Top 5 tactics to boost PPC lead quality in 2025
Your PPC ads should bring in buyers, not browsers. These tips will help you attract and convert the right prospects.
5 underrated tools to boost your B2B PPC performance in 2025
These tools will help you track smarter, outsmart competitors, and make sense of multi-channel chaos in 2025.
2025 predictions for top B2B paid media channels
What's next in B2B advertising? Dive into Google's market shifts, LinkedIn’s UX improvements, Reddit’s testing advancements, and more.
5 PPC measurement initiatives to set yourself up for 2025 success
Prepare for paid media challenges with steps to enhance compliance, optimize first-party data, and adopt cutting-edge tracking solutions.
Building a PPC roadmap for new brands: 10 questions to ask
Ensure your brand’s PPC campaigns are effective from day one by addressing key factors like tracking setup, CRM capabilities and more.
7 reasons you can’t rely on third-party cookies
Cookie-reliant measurement is falling short. It's time to diversify your marketing strategy for more accurate attribution and insights.
Peak PPC season is coming: 5 tests to run now
Learn essential testing methods to enhance your paid media campaign performance and outpace competitors in high-traffic seasons.
Thanks, Google – but we’re keeping these 5 post-cookie initiatives
Google is letting cookies live a little longer. But they should not be an integral part of your long-term strategy. Here's why.
The B2B releases I wish we’d gotten at Google Marketing Live
What B2B advertisers need to know about new features, missed opportunities and shifting control in paid search.
Key ad platform updates of 2024 (so far): A B2B marketer’s review
Dive into the biggest ad-related releases of 2024 to date from Google, LinkedIn, Meta and Microsoft and their significance to B2B campaigns.
A better approach to B2B lead gen in 2024
Improve your B2B lead gen ROI by matching offers, ad channels and educational content to the user's awareness and intent level.
Tracking in 2024: Where we are and how to prep
Learn the technical and marketing implications of the end of third-party cookies, and a four-part plan to get ready for the shift.
4 keys to SEO and PPC collaboration in 2024
Organic and paid search teams must collaborate closely on strategy, funnel alignment, education and cross-platform learning to succeed.
6 areas to address before increasing B2B paid media investment
Before investing in paid media, B2B brands should optimize these foundational elements for better campaign ROI.
Paid media success in 2024: A handy checklist
These items will help you refresh your PPC outlook, run valuable tests, examine ad settings, and find impactful growth opportunities.
LinkedIn Ads in 2023: Trends, hits and gaps to be filled
LinkedIn seized 2023 with key platform upgrades for B2B advertisers including predictive audiences, revenue attribution reporting and more.
Google’s 2023 releases: A B2B marketer’s review
Google kept busy this year with a slate of releases. Here's what worked, what fell short, and what's still needed from a B2B perspective.
Better, non-programmatic ways to go up the B2B funnel
Learn alternatives to programmatic advertising for B2B upper-funnel success and how to integrate high-quality channels into your media mix.
Offline conversion tracking: 7 best practices and testing strategies
Run better-targeted, higher-performing PPC ads using these seven must-dos when tracking offline conversions.
Offline conversion tracking to boost lead gen strategies
Find out when and how to incorporate offline conversion tracking effectively and learn from lead gen success stories.
A guide to effective PPC projections
This approach to estimating PPC spend will help you align on KPIs, consider crucial variables, and communicate projections effectively.
7 reports SEO and PPC can use to help each other succeed
Create powerful organic and paid search campaigns with intentional communication and data-sharing between your SEO and PPC teams.
4 Google Ads Custom Columns you need to use – and why
Here's how to use Custom Columns for surfacing trends and insights and answering your most important Google Ads account-related questions.
4 B2B paid media strategies to stay ahead of the curve
Discover four paid media initiatives driving great results for B2B brands today and how you can put them to work in your campaigns.