PPC
Google Ads Quality Score: The Framework That Cut Our Clients' CPC by 40%
Quality Score is a proxy metric, not a target. We reverse-engineered how it actually affects auction eligibility and built a prioritization system for fixing it.
Channel Hub · PPC
PPC
"Speed. Efficiency. Maximum ROI."
PPC is the cheetah of marketing: explosive acceleration when executed correctly, completely inefficient when not. The difference between 3× ROAS and burning budget is precision.
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The foundational resources every PPC practitioner needs.
PPC
LinkedIn Ads for B2B SaaS: The Targeting Framework That Reduces CAC by 35%
LinkedIn's targeting is powerful and expensive. This is how we structure campaigns, bidding, and audience segmentation to make the unit economics work for B2B SaaS.
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PPC
Google Ads Quality Score: The Framework That Cut Our Clients' CPC by 40%
Quality Score is a proxy metric, not a target. We reverse-engineered how it actually affects auction eligibility and built a prioritization system for fixing it.
PPC
LinkedIn Ads for B2B SaaS: The Targeting Framework That Reduces CAC by 35%
LinkedIn's targeting is powerful and expensive. This is how we structure campaigns, bidding, and audience segmentation to make the unit economics work for B2B SaaS.
Free Resources
Templates and tools for PPC
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Technical SEO Audit Template
A 47-point spreadsheet covering crawlability, Core Web Vitals, structured data, and indexation — with severity scoring built in.
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Content Brief Framework
The brief structure we use for every article we produce. Includes SERP analysis prompts, entity extraction, and heading hierarchy guidance.
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PPC Account Structure Checklist
Before launching any Google Ads campaign, run through these 34 structural checks to avoid the most expensive beginner mistakes.
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Frequently asked questions
PPC is one of the highest-ROI channels for B2B marketing when executed with the right frameworks. It provides compounding returns, measurable attribution, and direct impact on pipeline velocity.
Timelines vary by tactic and competitive landscape. Most programs see meaningful signal within 60–90 days, but sustainable compounding results typically emerge at the 6-month mark.
Optimising for vanity metrics rather than pipeline contribution. Every PPC initiative should be tied back to revenue impact — otherwise you're building a busy function, not a growth lever.
Start with first-touch and last-touch attribution models, then build toward a linear or time-decay model as your data matures. The key is consistent tagging and a single source of truth for conversion data.