Miles McNair

The PPC Hub by PPC Mastery

The PPC Hub is our exclusive membership for experienced Google Ads Specialists. Upgrade your skills, stay up to date with all the latest developments, and join a global community of world-class Google Ads Specialists who all learn and grow together.

Unlock instant access to advanced courses, resources, and a community of 1.000+ PPC Experts so you can confidently deliver results for your clients.

A few of the awesome wins we've seen in The PPC Hub:

- 👨‍🎓 Daniel got promoted to PPC Team Lead after joining The PPC Hub.
- 🚀 Ramial increased conversions +637% while decreasing CPA by -63% (he got a voice note from a VERY happy client).
- 🫂 Lotte feels like she has an international group of colleagues (very valuable as a freelancer).
- 👂 Matt feels confident that when something new happens, he's gonna hear about it (crucial in our fast-changing PPC world).
- ⚖️ Damien loves the courses, and repositioned his agency, resulting in a better work-life balance.
- 🔥 Maham hit her company's highest ROAS after joining The PPC Hub.
- 🤝🏾 Roman from Ukraine is now working together with David from Australia (who would otherwise never have met).
- 🤑 Jay got a $15K salary increase with a job hop after joining The PPC Hub.
- 👩🏼‍💻 Violeta started her freelance business after joining The PPC Hub and is now doing very well for herself.
- 👏🏾 George onboarded his team at The Paid Search Company and have gotten "tremendous value from the PPC Hub".
- 🧠 Adriaan says "The PPC Hub added much value to my skillset. I learned so much from the courses and conversations!"

Founder - The PPC Hub

PPC Mastery

Our mission is to unite and provide insane value to the PPC community. We help Google Ads Specialists, agencies, freelancers, and in-house marketing teams make the most out of Google with (advanced) training programs, courses, webinars and more.

Co-Founder - Google Ads trainer & coach

As a freelancer, I help ecommerce (DTC) brands grow with Google Ads. I practice what I preach, manage my own accounts, and work directly with my clients.

I carefully select the clients I work with based on growth ambitions and positive vibes.

Since 2018, I've worked with more than 100 ecom brands. Some of them include:

- Ring
- Stoov
- Ekster
- Ledstores
- Kuyichi
- Travelteq
- Proforto
- Goedkoopisolatiemateriaal.nl
- Productpine
- Vaha
- Jungle Gym

Are you an Ecom or Lead Gen business owner? Send me a DM — I'd love to see how we can work together to reach your goals!

Freelance Google Ads Expert (Paid Search, PPC, SEM, SEA)

Reprise Digital NL

I kickstarted my career at Reprise (formerly Traffic4u). Managed €20M+ ad spend per year for big and small Ecommerce brands (G-Star RAW, Jumbo Supermarkets, Nestlé & many more). 

At this job, I learned what it takes to scale DTC brands with smart Google Ads strategies. Managed over 100 accounts at once. After >2.5 years, I left to pursue a freelancing career.

Paid Search (SEA/PPC) Consultant

Traffic4u

Google Ads Expert - building PPC Mastery. Writing about advanced Google Ads strategies for agencies, freelancers and in-house PPC teams

I want to help you master Google Ads, so you can confidently drive the best results for your clients.

Over the last 7+ years, I’ve worked with 100+ ecom brands and spent >€50M on Google Ads.

I founded PPC Mastery together with Bob Meijer to help you become the best Google Ads Specialists you can possibly be.

I want to help you take your skills to the next level, so you can:

· Stay ahead in our fast-changing industry.
· Consistently drive the best results for your clients.
· Take your career, freelance business, or agency to the next level.

𝗙𝗿𝗲𝗲 𝐀𝐝𝐯𝐚𝐧𝐜𝐞𝐝 𝐆𝐨𝐨𝐠𝐥𝐞 𝐀𝐝𝐬 𝐍𝐞𝐰𝐬𝐥𝐞𝐭𝐭𝐞𝐫: 𝐓𝐡𝐞 𝐏𝐏𝐂 𝐄𝐝𝐠𝐞
🎁 Free gift: subscribe to The PPC Edge Newsletter and get our Google Ads Audit Templates for FREE (€199 value). Get advanced Google Ads strategies in your inbox every Monday & Friday and take your campaigns to the next level.

👉🏾 https://www.ppcmastery.com/newsletter

𝗧𝗵𝗲 𝗣𝗣𝗖 𝗛𝘂𝗯: 𝘁𝗿𝗮𝗶𝗻𝗶𝗻𝗴 & 𝗰𝗼𝗺𝗺𝘂𝗻𝗶𝘁𝘆 𝗺𝗲𝗺𝗯𝗲𝗿𝘀𝗵𝗶𝗽 𝗳𝗼𝗿 𝗲𝘅𝗽𝗲𝗿𝗶𝗲𝗻𝗰𝗲𝗱 𝗚𝗼𝗼𝗴𝗹𝗲 𝗔𝗱𝘀 𝗦𝗽𝗲𝗰𝗶𝗮𝗹𝗶𝘀𝘁𝘀
We're building world's greatest Google Ads coaching platform and community for experienced Google Ads Specialists. Join now to deeply master Google Ads, and gain total clarity on what it takes to drive results, while learning and growing with 1.700+ like-minded PPC Experts.

(Perfect for Freelance Google Ads Specialists & PPC Agencies)

👉🏾 https://www.ppcmastery.com/hub

𝗦𝘂𝗯𝘀𝗰𝗿𝗶𝗯𝗲 𝘁𝗼 𝗼𝘂𝗿 𝗬𝗼𝘂𝗧𝘂𝗯𝗲 𝗰𝗵𝗮𝗻𝗻𝗲𝗹 & 𝗽𝗼𝗱𝗰𝗮𝘀𝘁
We recently started posting more on YouTube — subscribe for more advanced Google Ads content!

👉🏾 https://www.youtube.com/@ppcmasterycom

𝐎𝐮𝐭𝐬𝐨𝐮𝐫𝐜𝐞 𝐆𝐨𝐨𝐠𝐥𝐞 𝐀𝐝𝐬
Need an expert to help you scale your business (Ecom & Lead Gen) to the next level? Send me a DM or email me at info@ppcmastery.com. I'd love to see how we can work together to reach your goals.

That's it - thanks for reading all the way down. I hope I can be of value to you :).

Cheers,
Miles

Woohoo, I made the Top 100 "Most Influential PPC Experts" list for the 3rd year in a row! 🎉

I just want to take this moment to thank you for always showing up and backing us.

I'm just a regular guy from The Netherlands, but somehow I'm among the names I looked up to from the start of my career.

Super proud of the 16 PPC Hub legends who made it to the list:

- Adriaan Dekker
- Alex van de Pol
- Bob Meijer
- Casey Gill
- Denie Geertzen 🟢
- Floris de Schrijver
- Frederik Boysen
- Geert Groot
- Georgi Zayakov
- Lars Maat
- Matinique Roelse
- Michael De Boeck
- Mike Rhodes 💡
- Ruben Runneboom
- Thomas Eccel
- 🛰️ Yoann Ferrand

Please fill out the PPC Survey and feel free to vote for me or other specialists you appreciate.

Big thanks to Bob Meijer, my PPC partner in crime. I don't know where I'd be had you not reached out back in 2022.

THANK YOU —2026 is gonna be big! 🚀

(greetings from Cape Town)

Btw The PPC Hub closes enrollment on Friday. Join before 28 Nov 11:59 CET and get our Black Friday Bonus Bundle for free: https://lnkd.in/em758YHN

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Google Ads specialist bij Google Advies. Expert in management voor kleine accounts.

🕵‍♂️ The Google Ads Detective 🚀 Top 100 PPC Influencer 2 years in a row 💸 10+ Years Experience in Digital Marketing & E-Commerce

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Maximizing Profit With Google Ads Within 90 Days - Free Google Ads Audit

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My Followers are the first ones to know about Google Ads Updates & Strategies that actually work | Top 25 PPC Experts 2025 🏆 | Google Ads Expert | We manage your Google Ads accounts profitable - contact me

🇫🇷 🇬🇧 Senior PPC Manager | Fractional Head of PPC | Dad | 2x Top 100 Most Influential PPC Experts | Empowering businesses to achieve digital maturity with confidence.

Join The PPC Hub & get free Black Friday Bonus Bundle (€4.944 value) - ends Fri, Nov 28 | Founder of PPC Mastery, The PPC Hub, and The PPC Summit | Advanced Google Ads Training & Community

This is absolutely insane...

Look at all the agencies, brands, and freelancers in we've trained in The PPC Hub...

And this is only about 10% 😱

(And yes, that's Google's logo. We have a bunch of reps who want to learn how advertisers use Google Ads — kudos to them for wanting to understand multiple perspectives)

Sometimes I have to pinch myself because it still feels so surreal what we're building (and have already built).

So I just want to say thank you to all our members — all the agencies, brands, and freelancers... For your trust in us.

I hope we have repaid you with insights, upgraded skills, and new opportunities, whether that's new advancements in accounts, business, or career...

Our new T-Shaped Paths launch in December and I'm convinced you will love those (it's the start of a new chapter for The PPC Hub, can't wait).

Thank you — on to many more!

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📌 Our biggest offer of the year is live. Join The PPC Hub and get our Black Friday Bonus Bundle for FREE (€4.944 value):

✅ New T-Shaped Paths (December)
✅ The PPC Summit '25 recordings
✅ Inbound Lead System course
✅ 3 months free on yearly plan

The bundle goes away forever when enrollment closes on Fri, Nov 28, 11:59 pm CET (no extensions).

Join now by clicking "Visit my website" at the top of this post :).

My friends — when you see an ad today, click it and buy all the products to support your local Google Ads Specialist 😂❤️

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Google Ads is not a quick win. 
 
People often say PPC is the fastest way to grow online. 
 
There's some truth to that because of the nature of demand capture. 
 
But in no way is it a quick win. 
 
Anyone can set up a campaign these days (pMax?!). 
 
But it takes a high level of expertise to build a successful account that optimizes towards your goals. 
 
Especially with the limited insights we're getting. 
 
Stop saying Google Ads is a quick win. 
 
It's hard, and it takes time to master.

My big goal for 2026 is to do less, but better (this was hard for me to adapt to).

My default has always to get shit done by working more and hard.

But now that I have a baby, I simply don’t have the time. And I can no longer stick to rigid (morning) routines because you never know how the nights go.

And that’s ok.

Taylor Housden’s talk at The PPC Summit reminded me to do less, but better.

It’s the ultimate way to force myself to stay focused on what truly matters in business, and simply not do unimportant fluffy tasks.

But don’t get me wrong: I still love what I do. It’s just that having a baby made me realize there’s so much more to life.

And if you have kids, you know all the cliches are true — especially around spending time with them.

As I get older, I realize more and more how fast time passes by… and no matter how present you try to be, it will always slip through your fingers.

So in 2026, I’ll do less, but better:

- Saying no to things that don’t support my goals
- Nailing the fundamentals in Google Ads
- Less content, but higher quality

The ultimate goal is to increase results without increasing time (and not in an entitled “skipping steps” way, but in a healthy “stick to the fundamentals” kind of way).

All so that I can spend more time with my kids, family, in nature, working out, traveling, exploring new hobbies, meeting cool people…

You know, the things that REALLY matter.

Who can relate?

20 tiny Google Ads tips that make a huge difference for your results:

What tiny tip would you add?

📌 Urgent: our biggest offer of the year ends TONIGHT!

Join The PPC Hub and get our Black Friday Bonus Bundle for FREE (€4.944 value):

✅ New T-Shaped Paths (December)
✅ The PPC Summit '25 recordings
✅ Inbound Lead System course
✅ 3 months free on yearly plan

The bundle goes away forever when enrollment closes on Fri, Nov 28, 11:59 pm CET (no extensions).

Join now: https://lnkd.in/em758YHN and I'll see you inside! :)

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What an awesome The PPC Hub Cape Town meetup this morning.

We came together to get to know each other and discussed what’s working now as we walked the beautiful Sea Point boulevard.

Thanks for coming out Christian Petersen, Quinton Marks, Paul Anthony Walsh, Lisa Bergstedt, Seth Gorton 🔵 , and Nik who joined later.

Now it’s time to start planning my Australia meetups!

If you’re in Melbourne, Sydney, or Brisbane let me know — meetups are coming in Jan, Feb & March!!

You’ve been wonderful again South Africa, thank you! 🙏🏾

Lately, there's been a lot of talk from PPC Experts who say you should remove your negative keyword lists from your campaigns.

The idea is that over time, you might over-exclude by adding too many negatives and therefore restrict the algorithm.

Some even go so far as to say that you don’t need any exclusions at all, because Smart Bidding has evolved, and it knows better.

While we fully understand the concept, we always experiment first and let the data speak for itself.

So, Bob ran a 2.5-month experiment within all Search campaigns for a Lead Gen client.

The results were surprising to say the least...

I'm revealing everything in the carousel, check it out!

Have you ever tested removing exclusions, and if so, what were the results?

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📌 Our biggest offer of the year is live. Join The PPC Hub and get our Black Friday Bonus Bundle for FREE (€4.944 value):

✅ New T-Shaped Paths (December)
✅ The PPC Summit '25 recordings
✅ Inbound Lead System course
✅ 3 months free on yearly plan

The bundle goes away forever when enrollment closes on Fri, Nov 28, 11:59 pm CET (no extensions).

Join now by clicking "Visit my website" at the top of this post :).

Test results: removing exclusions lists

What's working now with Google Ads: insights from 11 top experts from The PPC Hub:

I regularly share what’s working for us, but today I'm doing it differently.

The PPC Hub has over 2.000 members right now, and most of them are experienced Google Ads Specialists.

That means there’s a lot we can learn from each other.

So I asked 11 of the highest-performing members of The PPC Hub to share what's working well for them right now.

So here you go: 11 high-impact Google Ads tips from top PPC Experts (as well as my thoughts about those tips in a single line).

Thanks for your contributions! Hester Geerdink, Geert Groot, Ramial Aqeel, Lol Lowe, Kudakwashe Chinhara, Harm-Jesse de Jong, Susan Koolen - Tops, Wolkan Yagar, Robin Hendriksen, Sandra (Sandi) Walsh

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📌 Our biggest offer of the year is live, but ends tomorrow. Join The PPC Hub and get our Black Friday Bonus Bundle for FREE (€4.944 value):

✅ New T-Shaped Paths (December)
✅ The PPC Summit '25 recordings
✅ Inbound Lead System course
✅ 3 months free on yearly plan

The bundle goes away forever when enrollment closes on Fri, Nov 28, 11:59 pm CET (no extensions).

Join us here: https://lnkd.in/em758YHN

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Freelance PPC Ads Expert | I Build Businesses With Bespoke Digital Strategies

Google Ads specialist & helping converting browsers into buyers

🤓 ♾️ Google Ads Egghead - I Get Assisted Living Communities Consistent, Qualified Tour Requests.

Paid Advertising specialist

SEA specialist bij MS Schippers

Echte Interessenten statt miese Leads für IT, SaaS & Finance durch Sales-Driven-Marketing mit System | Google Ads + verkaufspsychologische Seiten + lückenloses Tracking = echte Interessenten | Wiener Schmäh inklusive

Freelance Google Ads & PPC specialist for e-commerce brands | 9 years of experience in e-commerce

Google Ads for SME Lead Generation | 7+ Years Experience | Small Business Owner Turned Specialist | Working Remotely Worldwide | Making Every £ Count

Experts on what works now with Google Ads

Lately, I've seen a lot of people brag about getting a high ROAS:

- "We hit 700% ROAS!"
- “We helped a client get 12x ROAS!"

Nice results... But what does that actually tell you?

Without context, absolutely nothing.

Unfortunately, too many clients and Google Ads Specialists still think a higher ROAS always equals better results.

A high ROAS may look impressive, but without digging into margins, CAC, and volume…

It doesn’t say much.

You can have a high ROAS, but still be unprofitable.

I created a deep-dive that breaks down by ROAS can be misleading — and 7 metrics to use instead that actually move the needle for real business results.

Grab it here for free: https://lnkd.in/epehhZm4

What's your go-to metric? Is it still ROAS or something else?

The highest leverage thing you can do as a PPC Specialist is diagnose what the biggest growth constraint is, and then do everything you can to solve it.

That is how you unlock true scale, not by following a standardized optimization roadmap.

Everything that is not directly related to solving the biggest constraint is a distraction.

Just a thought I was pondering…

Do you agree?

How to recognize average vs. Elite Google Ads Specialists:

Elite Google Ads Specialists say:

💬 "It depends..." ;)

💬 "What's your CAC:LTV ratio?"

💬 "What else can I do?"

💬 "I don't know... But I'll find out"

💬 "Your unit economics aren't scalable."

💬 "We need to create an irresistible offer."

💬 "Google Ads can't scale a broken offer."

💬 "Let's translate your business goals to Google Ads goals & KPIs."

💬 "There's no one-size-fits-all strategy."

💬 "Google Ads is just a piece of the puzzle... Not the puzzle itself."

💬 "You can't take vanity metrics to the bank." 

The last line is an actual quote by Bob haha, legend.

What other things do Elite Google Ads Specialists say? Drop em in the comments!

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📌 Our biggest offer of the year is live. Join The PPC Hub and get our Black Friday Bonus Bundle for FREE (€4.944 value):

✅ New T-Shaped Paths (December)
✅ The PPC Summit '25 recordings
✅ Inbound Lead System course
✅ 3 months free on yearly plan

The bundle goes away forever when enrollment closes on Fri, Nov 28, 11:59 pm CET (no extensions).

Join now by clicking "Visit my website" at the top of this post :).

🎁 €32.215 PPC Giveaway: we're giving away 5x The PPC Hub year memberships + Black Friday Bonus Bundles.

PPC Mastery just turned 3, so we wanted to give back :)

How to enter:

1️⃣ Comment "Hub" below
2️⃣ Join the raffle list here: https://lnkd.in/ewJSDiMz

Winners will be announced on Monday, November 24th!

Step 1 & 2 both have to be completed to enter. If you miss one, you can't win.

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Just so you know what you can win:

5x The PPC Hub year membership (€1.499 value):

✅ Google Ads Success Path + resources
✅ Masterminds, Q&As, workshops & more
✅ Community with 2.000+ experts

Each winner also gets a Black Friday Bonus Bundle (€4.944 value):

✅ New T-Shaped Paths (December)
✅ The PPC Summit '25 recordings
✅ Inbound Lead System course
✅ 3 months extra on top

This is for you if you want to be on the cutting edge of PPC, drive the best possible results, and dominate in 2026 & beyond.

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Again, how to enter:

1️⃣ Comment "Hub" below
2️⃣ Join the raffle list here: https://lnkd.in/ewJSDiMz

Step 1 and 2 both have to be completed to enter. If you win, but you missed one, your prize will go to someone else.

Good luck!

You can find out more about The PPC Hub here if you want: https://lnkd.in/em758YHN

We just finished an EPIC workshop by Bob in The PPC Hub about RSA testing. 

Bob broke down the exact framework he uses, using asset-level performance data and AI, to scale creative testing in his Google Ads accounts.

He shared his complete 𝗜𝘁𝗲𝗿𝗮𝘁𝗶𝗼𝗻 𝗟𝗼𝗼𝗽 framework:

1️⃣ Templatize 
2️⃣ Aggregate 
3️⃣ Diagnose 
4️⃣ Iterate

... and how he's built his own tool that:

→ Tracks and visualizes winning/losing assets & angles in seconds.
→ Generates new assets based on 3 different AI generation modes.
→ Involves a "human in the loop" to approve/reject generated assets.
→ How the system is self-learning.

Members said it was "insanely good" and that "Bob has outdone himself, again".

The level of content in The PPC Hub keeps increasing, 2026 will be NUTS!

To all Hubbers: the recordings will be dropped in The PPC Hub as soon as they are available!

How to deal with stress in PPC: 7 tips to prevent burnout.

Let's make this a normal conversation we talk about openly.

As a Google Ads Specialist, you know how stressful our work can be (especially in a hectic period like Black Friday):

- We are responsible for a lot of money
- Clients are very demanding
- Work never stops

In this carousel, I'll give you 7 tips on how to deal with stress in our little PPC world.

I hope this helps you have more fun and less stress at work, resulting in a lower chance of burning out:

1. Don't work for toxic people
2. Seek help on time
3. Know your worth and set boundaries
4. Live a healthy lifestyle
5. Allow yourself to take time off
6. Put it in perspective: it's just work
7. Don't identify with your results

Trust me, you want to prevent burnout at all costs!

Everything I share is based on my personal life experiences - this is not medical advice.

What do you do to deal with the high stress in PPC?

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5 reasons why T-Shaped Google Ads Specialists dominate in 2026 & beyond:

The summary in 1 line: T-Shaped Google Ads Specialists look beyond just Google Ads and help clients grow their businesses holistically.

And as a result:

1️⃣ 𝗧-𝗦𝗵𝗮𝗽𝗲𝗱 𝗚𝗼𝗼𝗴𝗹𝗲 𝗔𝗱𝘀 𝗦𝗽𝗲𝗰𝗶𝗮𝗹𝗶𝘀𝘁𝘀 𝗱𝗿𝗶𝘃𝗲 𝗯𝗲𝘁𝘁𝗲𝗿 𝗿𝗲𝘀𝘂𝗹𝘁𝘀.
A few examples from The PPC Hub: Bob grew a client’s revenue x75 to €14.8M/year, Benjamin beat top-tier agencies as a freelancer, and Ramial scaled a struggling supplements brand to £26K/month with healthy margins. They didn't get there with *just* campaign tweaks, but by helping their clients grow holistically.

2️⃣ 𝗧-𝗦𝗵𝗮𝗽𝗲𝗱 𝗚𝗼𝗼𝗴𝗹𝗲 𝗔𝗱𝘀 𝗦𝗽𝗲𝗰𝗶𝗮𝗹𝗶𝘀𝘁𝘀 𝗮𝗿𝗲 𝗳𝘂𝘁𝘂𝗿𝗲-𝗽𝗿𝗼𝗼𝗳 𝗮𝗴𝗮𝗶𝗻𝘀𝘁 𝗔𝗜.

Automation and AI (Agents) will take away even more control in the future. But AI can’t replace experts who understand the entire growth equation and help clients grow holistically, which is why T-Shaped Google Ads Specialists are future-proof.

3️⃣ 𝗧-𝗦𝗵𝗮𝗽𝗲𝗱 𝗚𝗼𝗼𝗴𝗹𝗲 𝗔𝗱𝘀 𝗦𝗽𝗲𝗰𝗶𝗮𝗹𝗶𝘀𝘁𝘀 𝗮𝗿𝗲 𝗶𝗿𝗿𝗲𝗽𝗹𝗮𝗰𝗲𝗮𝗯𝗹𝗲.
When you only know Google Ads, you're competing with every other specialist (and eventually AI). But when you combine your deep Google Ads expertise with offers, landing pages, unit economics, creative strategy, positioning, or other business skills, you’re in a category of one.

4️⃣ 𝗧-𝗦𝗵𝗮𝗽𝗲𝗱 𝗚𝗼𝗼𝗴𝗹𝗲 𝗔𝗱𝘀 𝗦𝗽𝗲𝗰𝗶𝗮𝗹𝗶𝘀𝘁𝘀 𝘀𝗽𝗼𝘁 𝗼𝗽𝗽𝗼𝗿𝘁𝘂𝗻𝗶𝘁𝗶𝗲𝘀 𝗼𝘁𝗵𝗲𝗿𝘀 𝗺𝗶𝘀𝘀.
While regular specialists only optimize campaigns, T-Shaped Google Ads Specialists identify high-impact bottlenecks and opportunities beyond Google Ads that others don’t see. By focusing on high-leverage business-level optimizations (like offers, landing pages, and pricing), you multiply your results and value.

5️⃣ 𝗧-𝗦𝗵𝗮𝗽𝗲𝗱 𝗚𝗼𝗼𝗴𝗹𝗲 𝗔𝗱𝘀 𝗦𝗽𝗲𝗰𝗶𝗮𝗹𝗶𝘀𝘁𝘀 𝗰𝗵𝗮𝗿𝗴𝗲 𝗽𝗿𝗲𝗺𝗶𝘂𝗺 𝗿𝗮𝘁𝗲𝘀.
The better your results, the more you can charge (also applies to salary). When you solve bigger business problems (beyond just Google Ads), you become more valuable, and you get paid more (in The PPC Hub, Benjamin landed his first premium client after developing his T-Shaped skillset).

Since we started helping our PPC Hub members evolve into T-Shaped Google Ads Specialists, the transformations and results have been insane.

Check out the visual: by combining Google Ads with complementary skills like SEO, offer creation, and CRO, members like Casey, Stuart, Lol, Andrew, and 2.000+ other experts have delivered record-breaking results, increased salaries, landed premium clients, while increasing confidence in their own abilities.

I created a 5-day email course that helps you evolve into a T-Shaped Google Ads Specialist too, so you can stay ahead and thrive as automation & AI change the industry fast.

Grab it here for free: https://lnkd.in/e6qVmkVN

The painful truth I learned when I quit my agency job (I explain it all in the carousel):

---

📌 Our biggest offer of the year is live. Join The PPC Hub and get our Black Friday Bonus Bundle for FREE (€4.944 value):

✅ New T-Shaped Paths (December)
✅ The PPC Summit '25 recordings
✅ Inbound Lead System course
✅ 3 months free on yearly plan

The bundle goes away forever when enrollment closes on Fri, Nov 28, 11:59 pm CET (no extensions).

Join now by clicking "Visit my website" at the top of this post :).

lRu2ZdUmt

Ever wondered what sets the top 1% of PPC Experts apart from the rest?

In my experience, it comes down to 14 key traits.

I break them all down in the carousel.

What do you think is the most important trait of Elite PPC Experts?

↓

→ PS... Want to become part of the top 1% of specialists worldwide, allowing you to get better results, and serve more clients at a higher level?

Then consider joining The PPC Hub.

Our biggest offer of the year is live. Join The PPC Hub and get our Black Friday Bonus Bundle for FREE (€4.944 value):

✅ New T-Shaped Paths (December)
✅ The PPC Summit '25 recordings
✅ Inbound Lead System course
✅ 3 months free on yearly plan

The bundle goes away forever when enrollment closes on Fri, Nov 28, 11:59 pm CET (no extensions).

Join now by clicking "Visit my website" at the top of this post :).

14 key traits of Elite PPC Specialists

One of the coolest things to me is when people leave The PPC Hub and rejoin.

In an online membership, it’s naive to think nobody will ever leave.

There are always people leaving because they are done learning, get a new job, quit PPC, or when they don’t have time to participate anymore.

But lately, there have been a lot of people who rejoined The PPC Hub after leaving earlier.

To me, that’s the biggest compliment and it makes me very proud.

It’s the ultimate testament to the quality inside — not only the courses but also the community.

PPC Hub for life 💪🏾💜

The PPC Hub

A quick reminder, if your Black Friday sale has ended, here are 5 high-impact tips to protect your efficiency:

(Don't use these yet if your client is also running a Cyber Monday sale)

𝟭: 𝗗𝗲𝗰𝗿𝗲𝗮𝘀𝗲 𝗯𝘂𝗱𝗴𝗲𝘁𝘀. The worst thing you can do is to keep spending on the same level as when the BF sale was live. So make sure you decrease your budgets to normal levels.

𝟮: 𝗥𝗲𝘀𝗲𝘁 𝗖𝗣𝗔/𝗥𝗢𝗔𝗦 𝘁𝗮𝗿𝗴𝗲𝘁𝘀. Before Black Friday, you’ve probably ramped up your spend by setting more aggressive targets. Now is the time to set more conservative targets to preserve your profits.

𝟯: 𝗨𝘀𝗲 𝗡𝗲𝗴𝗮𝘁𝗶𝘃𝗲 𝗦𝗲𝗮𝘀𝗼𝗻𝗮𝗹𝗶𝘁𝘆 𝗕𝗶𝗱 𝗔𝗱𝗷𝘂𝘀𝘁𝗺𝗲𝗻𝘁𝘀. If I expect a conversion rate drop of more than 30% (either on the account-level or on specific campaigns), I will use Negative Seasonality Bid Adjustments (SBAs with negative targets). 

This will inform the Smart Bidding algorithm that you’re expecting a conversion rate drop, and as a result it will spend less aggressively. But don’t use negative SBAs lightly.

Only use them if you really think there will a huge drop-off after a big peak. Beware that if you use Seasonality Bid Adjustments with a negative target, your spend will go down drastically and so will your conversions.

𝟰: 𝗣𝗮𝘂𝘀𝗲 𝘂𝗻𝗱𝗲𝗿𝗽𝗲𝗿𝗳𝗼𝗿𝗺𝗲𝗿𝘀. Many campaigns performed well during Black Friday, but that doesn’t mean the performance stays that way. Pause anything that shows signs of slowing down significantly to protect your efficiency.

𝟱: 𝗥𝗲𝘀𝗲𝘁 𝗰𝗮𝗺𝗽𝗮𝗶𝗴𝗻𝘀. Make sure everything goes back to normal: ads, campaigns, audience targeting, etc.

Don't be afraid to pause things and reduce spend aggressively. One day of overspend can easily kill all your Black Friday gains.

So be careful this week... 

But some clients go straight into Cyber Monday and Christmas after, while others have a bit of a break.

So always use your own head when deciding which tactics you should use:

What are you doing this week to make sure you protect your efficiency?

Marketing @ KlientBoost - The Performance Marketing Agency

Struggling to make your paid ads profitable? I can help.

I've generated $50M+ pipeline (& counting) for B2B Tech and SaaS companies through content marketing, paid search, and paid social demand generation and GTM strategies.

"We've never been able to make paid ads work for us." — common feedback from happy B2B clients.

Some of the leading minds in B2B follow my content for fresh LinkedIn and Google Ads growth recipes.

Right now, I'm leading marketing @ KlientBoost to add $250K MRR using the exact same strategies, principles, & processes we roll out for clients.

Here's how we can help you: 
- Done for you marketing—starts with a free marketing plan
- Fresh growth recipes to your inbox—klientboost.com/kitchen
- Follow me on LinkedIn to learn the latest winning B2B strategies

Got a burning question about B2B paid ads? My inbox is always open too.

LFGTM 🤘

Patrick Cumming

Here's a fast and dirty way to estimate your optimal 2026 marketing budget, best suited to $1M-20M ARR B2Bs prioritizing demand capture and in-market audiences:

How to Calculate (and Sell) Your 2026 Marketing Budget

I was totally wrong about LinkedIn thought-leader ads.

For most of 2025, I told my followers to only promote organic posts that hit 100+ engagements.

It made sense. Until the algo changed and killed organic reach overnight.

Posts I knew my audience would usually love started getting <50 engagements.

I didn't trust the algorithm to tell me what's good anymore.

So I made a bet that felt risky: stop chasing engagement. Only write content solving marketing-related pain points for our priority ICP.

Marketing leaders at $10-100M ARR B2B SaaS companies.

I knew engagement would tank. I didn't care. I'd put paid behind everything anyway.

Here's what happened when I tested it last month:

Post with <50 organic engagements:
- 14s+ dwell time
- 4.6% CTR

Post with 100+ organic engagements:
- 12s dwell time
- 2.8% CTR

The post the algorithm ignored performed 64% better with paid spend.

This pattern repeated across multiple posts. The data was clear.

Organic engagement is a vanity metric. Paid performance is the only metric that matters because it tells you what your true ICP thinks of your content. That's all that matters.

Here's the new thought-leader ad flywheel I recommend for B2Bs who want more LinkedIn Ads pipeline:

1. Pull transcripts from every first-touch call of closed deals in the last 12 months

2. Identify the 5-7 pain points that come up repeatedly

3. Write thought-leader posts addressing each pain point using PAS or AIDA frameworks

4. Let posts sit for 48-72 hours, then add a soft CTA with a URL

5. Move every post to your thought-leader campaign regardless of organic performance

6. Analyze paid metrics only: dwell time, CTR, and inbound volume

7. Double down on what's working in paid, not what performed organically

We're already tracking a 60% increase in B2B SaaS SQLs vs the previous 2 months.

During November. One of the quietest months of the year.

The takeaway isn't that organic is dead. You can still win there.

But LinkedIn is aggressively moving to pay-to-play.

Stop optimizing for the algorithm. Start optimizing for your ICP.

Better to adopt this now before everyone else does and the law of shitty click throughs catches up.

Every new marketing trend is "the one"... Until it flops.

Work with an agency that doesn't believe in shiny objects—only incredibly well executed marketing.

Here's a no-BS framework to generate more SQLs with LinkedIn Ads, best suited to B2B SaaS companies tired of optimizing for a funnel that doesn't match how buyers actually buy:

The 4-Step Demand Gen Strategy To Increase SQLs

If I was a Head of Marketing at a $50M ARR B2B SaaS expanding into a new market, this is the exact 6-step paid ads play I'd run:

1. Use Ahrefs to analyze in-market category keyword volume in your new market. High volume means launch Google Ads first. Low volume means start with a LinkedIn demand generation play.

2. For Google Ads: Calculate budget by multiplying avg. CPC by clicks needed to hit your demo target using current demo form conversion rates from paid search.

3. For LinkedIn: Build your target segment and calculate budget to hit 80%+ reach and 10+ frequency over 90 days using cost per 1,000 member accounts reached benchmarks.

4. If budget is too tight, shrink your audience. Pick one job title or industry to saturate first. Add new segments incrementally as more budget opens up.

5. Start with creative that's already working in existing regions. Pain points rarely vary much by geography anyway. Scale what performs in the new market. Pause what worked elsewhere but fails here. Test 2-3 new creative angles per month.

6. If you're not seeing booked demos within 2 weeks, targeting is broken. Switch from native targeting to a company account list. Turn off audience expansion. Exclude any job titles who don't fill out demo forms based on historic data.

I ran this exact play for a 5-figure ACV B2B SaaS last year and pipeline was higher in Q4 than any other quarter that year.

That's pretty rare for most B2B companies that aren't in hyper-growth.

Expanding into new markets can feel daunting, but it's actually fairly straightforward when you approach it with data-driven performance marketing principles instead of guessing your way through it.

Who's testing this out in 2026?

—

P.S. Struggling to hit your paid ads pipeline targets? Have a KlientBoost - The Performance Marketing Agency Growth Strategist build your free marketing plan with proven new tactics like this one. It's fully personalized to your audience, industry, and goals.

Hit the link to request yours: https://lnkd.in/ediU_-Ru

If I listened to what everybody says on LinkedIn, I'd have killed ads that generate the most pipeline.

Our best performing ads break every rule "experts" on here preach:

- Overused "If I was an [insert job title]" hooks
- Multiple em-dashes throughout the copy
- Direct sales CTAs to cold audiences

All things everybody says not to do.

Yet these ads drive more influenced pipeline and revenue than any other format we've tested.

(And only take 15 mins to write too by the way 😉)

The disconnect is real. LinkedIn's loudest voices optimise for engagement and vanity metrics. But engagement doesn't pay the bills. Revenue does.

Most advice you see is based on what performs well in the feed, not what actually converts prospects into customers. There's a massive difference.

This is why data-driven decisions matter more than popular opinion. Test what the crowd says doesn't work. Track it against pipeline, not likes or comments.

You'll be surprised how often the "wrong" approach is exactly what your B2B needs.

Stop letting the loud minority dictate your strategy. Let your pipeline data do the talking instead.

graphical user interface, text, application, email

The biggest myth in marketing is that it takes time.

That's a cope for ineffective marketing.

I put this to the test last month to prove it doesn't take time to make marketing work.

Here's what I did:

- Pulled a list of cold B2B SaaS accounts from Clay
- Created thought-leader ads ONLY targeting them
- Each ad showed how to solve one of the 7 most common pain points SaaS marketing leaders come to us for
- Calculated budget needed to reach 80% audience penetration and 10 frequency in 30 days
- Hammered the cold accounts with highly relevant ads for 30 days

I just ran the analysis and the results were even better than I expected.

7 accounts booked high-intent calls and every single one became an SQL after qualification.

100% conversion rate to SQL.

50% lift in B2B SQLs vs September and October.

Cost/SQL was $925, which was ~40% lower than our typical LinkedIn Ads Cost/SQL.

The CPMs were WAY higher than I expected, so we didn't even hit the audience penetration and frequency goals I wanted. We finished on 60% audience penetration and 6 frequency.

Imagine what we could have done if we had.

The bottom line is that 5% of your audience is in-market and it's almost impossible for you to know who.

When you optimize for this fact and saturate your entire target audience with high frequency you WILL convert cold prospects to booked calls and demos within 30 days.

No nurturing required. No funnels required. No warming required.

The traditional funnel framework is broken.

TOFU, MOFU, BOFU assumes buyers move in a straight line.

They don't.

So I stopped forcing campaigns into funnel stages and started building around real buyer behaviour instead.

Now I run two campaign types that match how B2B buyers actually behave:

1. Demand generation campaigns target our entire target audience.

These campaigns have 2 goals:

- Attract in-market buyers in our audience
- Build recall with out-market prospects

Both goals can easily be achieved with the same ad providing it:

- Agitates a painful problem
- Highlights a desired outcome
- Shows a point of differentiation
- Positions your product as the solution

This will only work if you're hitting:

- 80%+ audience penetration
- 10+ frequency

And use strategic messaging backed by data.

That means talking about what your audience is needs to hear.

Not what you want to say.

2. Demand capture campaigns increase ad frequency for in-market buyers.

These campaigns exist to:

- Increase recall with in-market buyers
- Overcome objections
- Generate revenue

Here's how we build them:

Generic retargeting is out.

We only target high-intent behaviors:

- Service pages, pricing pages, offer pages.
- AI-driven intent signals from Dreamdata

Finally, we add strict audience filters to block poor-fit prospects from wasting budget.

We don't exclude active pipeline from targeting either.

We keep reinforcing why we're the right choice until the deal closes.

Because they're not won until they're won.

Funnel stages work great if buyers follow a script.

But they don't.

So we stopped marketing to a model and started marketing to reality.

P.S. I'm running a webinar tomorrow at 10 AM ET / 3 PM GMT walking through this new approach to LinkedIn Ads. Here's the link to sign up: https://lnkd.in/eVwT2E4E

Last year, a client and I hit a wall that made no sense.

We were running LinkedIn Ads to a high-value audience segment. We did everything by the book:

- Matched budget to audience size
- Consolidated campaigns
- Optimized for reach
- World-class creative
- Ran experiments to drive CPM down

But we couldn't push audience penetration past 60%.

That meant 40% of our target decision makers weren't seeing our ads.

It was driving me insane until I realized what was actually happening.

That 40% we couldn't reach weren't actually active on LinkedIn.

So I came to the next call with the fix: expand to Meta Ads.

But it wouldn't work with native targeting, so we needed a different playbook.

Here's what I recommended:

1. Use a 3rd party audience tool to get LinkedIn-level targeting precision on Meta Ads (we use Primer for this).

2. Take any wasted LinkedIn Ads budget and put into Meta Ads. CPMs are cheaper so you probably won't need additional budget.

3. Launch with the top 5 creative from your LinkedIn Ads campaigns. Those are the ads with the highest CTRs, dwell times, and CVRs to pipeline.

We're now recommending that same strategy to all of our clients who've plateaued on LinkedIn Ads.

The best part is you're not restricted to Meta Ads either.

You can take that same audience and target them on Google, Reddit, or YouTube, depending on where your audience is most active.

Next Wednesday, I'm running a 30-minute LinkedIn Live with Primer Co-Founder Keith Putnam-Delaney covering 7 new strategies like this to generate B2B pipeline from B2C channels.

Here's the link to sign up: https://lnkd.in/ebftE7nC

Customer interviews are overrated.

There, I said it.

Most marketers treat them like gospel. But here's what they actually tell you: why existing customers love your product.

That's useful. But it's not the data you need to 10X performance.

Because your customers aren't your prospects.

Your prospects are still in pain. They're still searching. They haven't bought yet.

And that's the mindset you need to understand if you want your ads to drive serious pipeline.

So where do you find it?

First sales call transcripts.

Not the second or third call. The FIRST one.

This is where prospects tell you exactly why they showed up and what they're hoping you'll solve.

Here's a workflow we use to mine that data:

1. Extract a call summary from every first sales call
2. Export the data to ChatGPT (or your fav AI tool)
3. Assess the top 5-7 pains, gains, and jobs to be done
4. Use their exact words to build ad content

We rolled this out for a new campaign targeting B2B SaaS marketing leaders.

We're already seeing a 40% lift in B2B SaaS SQLs vs the previous 2 months.

No extra budget. Just tighter messaging based on what prospects actually care about before they buy.

The best part? This is way more accessible than running 50 customer interviews.

You're already recording sales calls. The data is sitting there waiting for you to use it.

Start mining it today and watch your messaging shift from generic to impossible to ignore.

I've shared a new LinkedIn Ads playbook every week in Q4 to help B2B SaaS companies hit their demo targets.

I'm 100% confident the playbooks work. But they'll still fail for many companies that try them.

Not because the steps are wrong. Because the creative is weak.

Here are 7 principles for creating strong ad creatives that drive more booked demos:

1. One message per ad. Don't cram every feature and benefit into one creative. 7 ads with 1 message > 1 ad with 7 messages.

2. Lead with the pain, finish with the gain. People are 10X more motivated to avoid pain than chase gain, so hook with the problem they're running from.

3. Always relate ads back to your product. That's how you build recall so prospects remember you when they're ready to buy.

4. Clear beats clever. If your ad takes more than 3 seconds to understand, it will fail. Leave no doubt about how you can help.

5. Call out the ICP in the hook. This makes sure users know the ad is for them. That gets more of the right eyes on your content.

6. Add a sales CTA at the end. If your content is valuable, prospects won't mind a soft sales message. This works even on cold audiences.

7. Write what your audience wants to hear, not what you want to say. For example, my audience cares about pipeline, so I write about pipeline.

Most companies blame the playbook when campaigns don't work.

But the playbook usually isn't broken. The creative is.

Fix the creative first. Then suddenly the playbooks start working like they're meant to.

A few weeks ago I posted a LinkedIn Ads strategy to generate more qualified demos for B2B SaaS companies.

I was so confident in it, I launched it on our own account to prove it works.

After 30 days, the results are in:

- 1 closed deal
- 13 high-intent, qualified leads that booked calls with sales

More of those will turn to SQLs this month after they book follow-up calls (usually a 1-2 week lag).

And LinkedIn underreports actual influence. So that's low-balling it.

This strategy was not complicated. It took less than 2 hours total to set up.

If you want to emulate it, here's what you need to do:

1. Build an account list you can fully saturate with your budget

2. Create 7-10 thought-leader ads teaching prospects how to solve painful problems

3. Add a URL that sends in-market users to a demo or book a call page

4. Set campaign objective to awareness and optimize for reach with a 7 freq cap

5. After week 1, kill ads with low landing page CTR and create more posts similar to those with high CTR

It took me around 90 mins to write the posts and around 30 to set up the campaign.

But here's the big caveat.

This strategy will NOT work if the content quality is vague, low-relevance, and disconnected from the problem you solve.

This worked for us because I built the posts around pain points we discovered after interviewing nearly 200 ICP prospects and analyzing hundreds more sales calls.

You can emulate the settings, but if you skip that step, this strategy WILL fail.

But if you get it right, you might find you're back on track to hit those tough Q4 demo targets.

Who's testing this?

CPM is a vanity metric. Track cost per 1,000 member accounts reached if you want more pipeline.

CPM measures impressions. Not unique accounts. You could be hammering the same people over and over while missing new in-market buyers.

I've seen this play out in our LinkedIn Ads account:

Campaign A: $69 CPM, $102 cost per 1,000 accounts reached
Campaign B: $52 CPM, $250 cost per 1,000 accounts reached

Campaign A also had an 4X higher conversion rate to pipeline.

Lower CPM doesn't always mean better reach. It often means wasted frequency.

Here's how to check yours:

1. Go to columns
2. Select delivery
3. Scroll all the way right

CPM and cost per 1,000 member accounts sit next to each other.

4. Sort by lowest cost per 1,000 accounts
5. Cross-check conversion rates to pipeline

If your low cost per 1,000 accounts reached also have higher pipeline conversion rates, kill the "cheap CPM" ones and reallocate budget.

It's not gonna transform pipeline overnight.

But making small optimizations like that over the next 90 days will make it a whole lot healthier.

taplio

The Battle

Miles McNair

Patrick Cumming

Followers

Posts

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Performance ScoreMiles McNair's LinkedIn Performance

Performance ScorePatrick Cumming's LinkedIn Performance

Ready to grow your LinkedIn presence?

taplio

The Battle

Miles McNair

Patrick Cumming

Followers

Posts

Engagements

Likes

Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Miles McNair's LinkedIn Performance

Performance ScorePatrick Cumming's LinkedIn Performance

Ready to grow your LinkedIn presence?

Performance ScoreMiles McNair's LinkedIn Performance