Insights & Strategies for B2B Growth

If your conversion tracking is broken, nothing else in your Google Ads account is reliable. Smart bidding will optimise against bad data. Reporting will lie to you. Decisions…

Performance Max is Google’s all-in-one campaign type that combines Search, Display, YouTube, Shopping, Discovery and Gmail into a single black-box automated campaign. For e-commerce, it has been transformative.…

Performance marketing has become one of the most over-used — and most misunderstood — terms in modern marketing. For some teams it means “any paid ad we can…

LinkedIn Ads and Google Ads are the two pillars of most B2B performance programs in 2026 — but they solve fundamentally different problems. Google captures expressed intent; LinkedIn…

Retargeting is one of the highest-ROI activities a B2B team can run — when it is built thoughtfully. It is also one of the most commonly fumbled. The…

Most B2B Google Ads accounts we audit have the same five problems: undisciplined keyword match types, broken or partial conversion tracking, weak landing pages, no negative-keyword discipline, and…

If your B2B Google Ads cost per lead has been creeping up, you’re not alone — average B2B CPCs rose roughly 18% from 2022 to 2024 as more…

The single biggest cause of underperforming B2B performance programs isn’t bad creative or bad targeting — it’s bad measurement. Teams either track too few metrics (ROAS only, with…

When a B2B team asks us “should we run Meta Ads or stick with Google?” the honest answer is “it depends on what you sell, who you sell…

India has become one of the largest concentrations of performance marketing talent in the world. For Indian B2B companies — and increasingly for global B2B brands hiring offshore…