Stop Burning Cash on “Smart” Bidding
Paid media is the quickest way to scale—and the quickest way to light money on fire if you trust the default settings.
I manage your ad spend with the obsession of a day trader and the strategy of a CMO. I don’t just “set it and forget it.” Every campaign gets human review. Every budget decision gets a rationale tied to pipeline data.
The “Alpha/Beta” Campaign Structure
I separate the winners from the testers.
- Alpha: High-intent, proven keywords (exact match) that drive revenue. We fund these uncapped as long as ROI holds. These are the accounts that pay the bills.
- Beta: Broad match and discovery campaigns to find new winners. We mine search term reports for exact match opportunities, constantly feeding learnings back into Alpha.
Tactics and Tech
I go deeper than the interface.
- Structure: Single Keyword Ad Groups (SKAGs) where precision matters; STAGs for scale. The structure follows the goal—not a template.
- Tracking: I implement Server-side GTM (sGTM) and Google Tag Manager to ensure bulletproof data. With iOS privacy changes and ad blockers, client-side tracking alone is increasingly unreliable.
- Value-Based Bidding: I set up Conversion Value Logic to feed actual revenue data back into the ad platforms, teaching the algorithm to bid for deals, not just leads. This is the difference between optimizing for form fills and optimizing for closed revenue.
- Offline Conversions Import (OCI): Closing the loop between the click and the contract. If a deal closes in your CRM six weeks after the first click, that data should be flowing back to Google and LinkedIn.
The Ecosystem
- Google Ads: Search, Display, YouTube, Performance Max (when the data supports it).
- LinkedIn Ads: Precise B2B targeting via Matched Audiences, job title, company size, and industry. The most expensive traffic in B2B—and the most valuable when done right.
- Meta / TikTok / Reddit: Driving volume where your buyers actually hang out. Not every B2B company should be on TikTok, but some should. We go where the data points.
Reporting That Matters
I don’t send you a report full of impressions and click-through rates. I report on pipeline influence, cost per opportunity, and revenue attribution. Those are the numbers that tell you if paid media is working.