Miles McNair

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
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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)

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𝗦𝘂𝗯𝘀𝗰𝗿𝗶𝗯𝗲 𝘁𝗼 𝗼𝘂𝗿 𝗬𝗼𝘂𝗧𝘂𝗯𝗲 𝗰𝗵𝗮𝗻𝗻𝗲𝗹 & 𝗽𝗼𝗱𝗰𝗮𝘀𝘁
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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

Co-Founder - Google Ads trainer & coach

After 7 years, our dream has finally come true 😍🇦🇺🐨

Since 2019, my girlfriend and I have been talking about visiting Australia.

At our old agency jobs, we almost went into an exchange program so that we could work for the same agency but in Sydney.

But then COVID hit and all our plans changed.

We both quit our agency job to start freelancing, and I launched PPC Mastery 2 years later.

Since then, we’ve travelled quite a bit, and Australia kept popping up on our dream list… But the timing just wasnt there:

First we bought a house…

Then we got a baby…

But after a while we thought: now’s the time!

Before she has to go to school (5 years old), we have all the time to do what we want. So we can’t waste these years.

That’s why we decided to go for it, and here we are in sunny Melbourne! 🦘

It’s not easy traveling around the world with a 10-month old, but at the same time it’s easier than expected.

The jetlag is tough with a baby, and we aren’t as free to do what we want like in the old baby-less days… 

But it’s so much fun…

Core memories in the making!

So dream big. Then do everything you can to make those dreams come true.

Tomorrow is never promised, so make the most out of it today.

That’s what we’ll do here in Australia — it’s been fantastic already.

PS… we’re going bowling Friday afternoon with a bunch of PPCers in Melbourne. If you wanna join, just leave a comment or DM me so I can send you the details!

Founder of PPC Mastery, The PPC Hub, and The PPC Summit | Advanced Google Ads Training & Community

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What an AWESOME PPC meetup in Melbourne 🇦🇺!!!

Such a fantastic group of people here.

Thanks for co-hosting with me Mike Rhodes 💡 — playing bowls outside in the sun and chatting PPC & life was just great.

Next up: Sydney in Feb (lmk if you wanna come)

Thanks for coming everyone! Rob Sanders Casey Gill Stacey Wacker Paula Glynn Iain Calvert Jimmy Dalgleish Hope Burridge Chris Beechey Francesco Greco

We have started to release Google Ads SOPs in The PPC Hub, super exciting!!

As part of our new Google Ads Scaling OS system, we’re releasing ready-to-use playbooks and SOPs to help our members drive better results, faster.

We already have almost everything covered in our +85-hour curriculum, so we decided it’s not time for another course… 

But it’s time for systems, playbooks, and SOPs to put the frameworks from the courses into action.

First things dropped:

- Playbook: Improve Quality Score
- SOP: write high-converting RSAs
- SOP: craft irresistible offers

(The Quality Score playbook contains multiple SOPs for Ad Relevance, Expected CTR, and Landing Page Experience with a custom script)

And MUCH more is in the making.

For The PPC Hub, 2026 is all about speed of implementation: how can we help our members IMPLEMENT and drive results faster.

All of this is part of a bigger play in our Google Ads Scaling OS.

Just wait till it’s finished — everyone needs this system and can benefit from it.

Ill keep you posted about more developments!

And PS… enrollment has just reopened again :)

Let me know what SOP we should create next!

graphical user interface, text, application, email

I've been going deeper into AI Agents lately and O M G my mind is blown.

This is absolutely the future of Google Ads.

I don't know the exact timeline but I believe that in 18-24 months every specialist will use an army of agents for most of the execution work...

And the competitive edge comes from whoever instructs the agents the best with AI-ready SOPs + knowledge & reference docs.

(Combined with the ability of critical strategic thinking ofc)

It's so much fun and I recommend everyone to dive in, the majority is not using agents yet, so taking action now can really give you a big advantage.

Do you share the same sentiment? What's your stance on AI Agents in general? (I used to think they were overrated but I completely changed my mind)

The future of PPC management:

1 specialist, an army of agents.

It’s crazy how much more you can get down now in much less time.

But it will only work if the agents have a solid operating system with AI-ready SOPs.

That’s what we’re building right now for The PPC Hub and I can’t wait to show you what we already have soon!

It’s absolutely INSANE.

Stay tuned 💪🏾 

PS: I don’t believe in the “AI will take your job” stuff, it’s overused. However, I do believe that we are still very early and the  specialists that act first will have a HUGE advantage (already seeing it with the early adopters).

PS2: in the Age of AI, I think your edge comes from structured knowledge docs and the skill of critical strategic thinking. 

What do you think is edge in an AI-first world?

New year, but one thing hasn’t changed: I still see so many shiny objects online.

“New ways to make money in 2026”

“Use this strategy to blow up your Google Ads results in 2026”

Guys and gals, ain’t nothin’ changed!

Just stick to the fundamentals and you’ll be good this year.

Don’t overcomplicate it :)

People often ask me whether I prefer ChatGPT, Claude, or Gemini for Google Ads work. Here's my take:

(I'm not gonna cop out and say "it depends" this time ;)

The thing is... The AI tools change soooo fast.

A few months ago, ChatGPT was my preferred LLM.

Then I tried Claude, and it beat ChatGPT on almost every level.

And then Gemini 3 came out and crushed them both.

But then for some reason, I was using Gemini for a while, and its quality started to drop. 

So I retried Claude. And now I'm in love again haha.

But here's what I do most of the time: I run the same prompt in each of the 3 tools... And then I check which output I like the most and go for that tool (which is mostly Claude right now, but this can change every day).

But there's always AT LEAST 1 golden nugget in ChatGPT or Gemini's response that I didn't get with Claude, so I add it.

But don't get it twisted: I'm a total noob with AI. I just like to F*ck Around & Find Out — and using all 3 tools at the same time is my way of FAFO-ing at the moment.

The true AI maxis might call me crazy.

And other people will say I'm stupid for paying for all tools.

But this works for me, and it might just work for you too.

Do you use all 3 AI tools like me, or am I crazy? Let me know in the comments if there's a better way!

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

7 years of Google Ads experience in 12 high-impact lessons:

1. The fundamentals are the key to success.
2. Fundamental does not necessarily mean beginner.
3. Shiny Object Syndrome is your biggest enemy.
4. Looking beyond Google Ads has the biggest impact on results.
5. The future of PPC belongs to T-Shaped Google Ads Specialists.
6. Google Ads can’t scale a broken offer.
7. Striking a balance between consolidation and segmentation is key to success.
8. You MUST set boundaries when working with clients.
9. Conversion tracking is the absolute foundation for success with Google Ads.
10. In the beginning, new features suck. But they always become better.
11. Automation isn’t your enemy, it’s simply a means to an end.
12. I mastered Google Ads faster by specializing early on (in Ecom).

It's too much to explain in this short post — so I created a deep-dive with complete context for every lesson.

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

Last note: what's the biggest lesson you learned that had the highest impact on your career as a PPC Expert?

We've been dropping new SOPs in The PPC Hub — and the best part is that they are AI-ready.

We are in the Age of AI, and agentic optimizations can save you a lot of time.

But the problem is that most AI agents SUCK because the input is bad or generic.

So we're building the PPC Mastery Brain, which our members can use to create or enhance their own AI Agents or LLM models.

So far, we have built SOPs for:

- Writing compelling RSAs
- Crafting irresistible offer angles
- Setting up Dynamic Ad Customizers
- Restructuring ad groups (consolidation)
- Setting up Keyword-level Ad Customizers
- Improving all 3 components of Quality Score

And maaaaany more are coming soon.

It's all part of a bigger play that we call the Google Ads Scaling OS.

It's not a course, but an AI-ready system that helps you find the #1 constraint that's stopping you from scaling your Google Ads campaigns — and fix it with playbooks and SOPs.

The PPC Hub 3.0 is gonna be insane with the perfect trifecta of:

- Knowledge (so you know what drives results)
- Skills (so you can actually do what's needed)
- Systems (so you can execute faster)

Combine those things and you'll become a superhuman Google Ads Specialist on steroids 💪🏾 (love this framing by Bob).

It's just fascinating what's possible if you program your AI systems with the right knowledge docs.

Expect big news soon — "build in public" is coming back!

I'm curious... Do you use AI (agents) for your Google Ads optimizations at all, or not?

14 key traits of Elite PPC Experts:

After coaching thousands of Google Ads Specialists in our programs, I realized the top 1% do things differently.

I identified 14 key traits that separates the best from the rest.

Here they are:

1. Takes extreme ownership.
2. Looks beyond platform data.
3. Takes control of landing pages.
4. Knows testing is the way to go.
5. Challenges him/herself all the time.
6. Invests in him/herself to grow.
7. Doesn’t wait, but creates opportunities.
8. Is resourceful (“I don’t know, but I’ll find out”).
9. Is curious and eager to learn.
10. Communicates frequently & proactively.
11. Is obsessed with results & never satisfied.
12. Always thinks “what else can I do?”.
13. Prioritizes deep mastery over shortcuts.
14. Knows going together takes you further.

I created a deep-dive with my thoughts on these traits, so you can work on developing them for yourself.

And in doing so, you become part of the top 1% specialists worldwide.

(Allowing you to get better results, faster, and serve more clients at a higher level)

Check it out here for free: https://lnkd.in/eucqRymg

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

Anyone in Melbourne? Mike Rhodes 💡 and I are hosting a PPC meetup on Friday — plan is to go bowling :)

Wanna join? Comment below or send me a DM! Everyone is welcome :)

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

8 years ago, landing page projects took 8+ weeks and $20k+.

Yesterday, I did the same work in under 2 hours with AI and got a better output.

Here's what changed:

Back then, agencies would spend weeks learning your audience, translating insights into positioning, and building a page that would bomb on launch day.

3 months later, you'd roll back because it performed worse than the original.

Yesterday, I rebuilt our entire B2B SaaS positioning strategy and landing page from scratch.

And the output is better than I saw from traditional agency work when I first started out 8 years ago.

Here's the exact 7-step process:

1. Fed Claude 182 ICP interviews, closed/won call transcripts from 2025, and Wynter feedback on our existing site.

2. Asked Claude to build a positioning strategy using April Dunford's Obviously Awesome framework plus competitive differentiation gaps. 

3. Got a 21-page positioning doc that's genuinely excellent.

4. Applied that positioning to the 5-act landing page framework through Claude.

5. Received landing page copy that needed minimal tweaking.

6. Uploaded our homepage to Replit for style reference and had it build a new page matching our brand guidelines.

7. Made minor tweaks, pitched it to our VP Growth same day, got approved.

Total time: under 2 hours.

It'll take me another hour to build it in WordPress tomorrow. Live by end of week.

While competitors spend months in revision rounds, we'll have this launched and running split-tests with real market data.

And I'll have more time to create the content that actually drives traffic to the page.

That's the shift: from laboring over details the market won't care about to testing what actually works.

Speed to market beats perfect every time.


P.S. Swing me a DM if you wanna read the full positioning doc 😎

If I had $1 for every time a B2B SaaS exec didn't believe marketing was contributing to pipeline...

I wouldn't be that much richer.

It's happened maybe 20 times in my career. But it's still a huge problem for most B2B marketers despite having more tools to measure it than ever.

The problem is 3-dimensional:

1. Execs think every impression and click is trackable because it used to be. But those wild west days are over. Privacy changes killed that.

2. The funnel concept we pitched made execs believe we could nurture any lead into a customer with the right flow. That's not how buying journeys work.

3. We defend marketing instead of showcasing a data-driven narrative that highlights the multiple ways marketing contributes to revenue.

This leads to execs who don't understand marketing, real buyer journeys, or how to measure performance.

I'm teaming up with Fibbler's Adam Holmgren on a livestream to fix this... or at least make your life a little easier. 

We'll cover:
- Why it's so hard to prove marketing is working
- The pros and cons of influenced attribution
- Frameworks for building convincing exec-ready reports

I'm not promising this will solve all your attribution problems. But you'll walk away with actionable tools to strengthen your case and win over your exec team.

Hit the link to sign up: https://luma.com/mvbujb74

In 2025 we turned $190K of LinkedIn Ads spend into ~$2.5M influenced ARR. That's a 13X ROAS and we did it using campaign types most B2Bs are afraid to use. Read the document for a detailed breakdown of the playbooks:

KlientBoost - 13X ROAS From LinkedIn Ads

7 predictions for B2B demand generation in 2026:

1. More B2Bs will abandon LinkedIn Ads as CPMs rise, chasing "cheaper" B2C channels. Smart B2Bs will stay put and use the cheaper LinkedIn ad formats everyone's afraid to touch: CTV and ungated document ads. They'll get LinkedIn's unmatched targeting without paying the premium that companies running boring single image conversion ads are stuck with.

2. B2Bs will become obsessed with in-market intent signals to spam weak offers that don't convert to revenue. We'll see a rise in integrated high-intent campaigns pushed to Reddit, YouTube, and Meta. It'll be AI-slop at scale. Smart B2Bs will use intent signals tactfully, but the bulk of pipeline will come from campaigns following foundational principles: broad targeting with messaging pulled directly from what the market is asking for, refined every quarter.

3. We'll have more measurement tools than ever, but it'll get harder to prove marketing's influence. There's a 30-50% loss in click data from cookie rejection and ad blockers. Platforms are missing half the value they deliver. More B2Bs will cut spend based on incomplete data and watch pipeline collapse next quarter. Smart B2Bs will triangulate: use MTA for insights, then validate with incrementality testing and lift analysis.

4. There will be a bigger push to improve marketing efficiency. And it needs to happen. Many teams use "it takes time" to justify marketing that isn't working. The most successful teams will obsess over lead quality, pipeline, and contribution to revenue.

5. AI will finally create complex imagery. Our feeds will flood with AI-slop infographics on topics prospects never asked for. Smart B2Bs will use AI for wireframes but add an inimitable human touch to every piece of published content.

6. B2Bs will obsess over GEO and AI visibility rankings. Many will fail for the same reason past SEO and paid ads strategies failed: skipping foundational ICP research on pains, gains, and jobs to be done. They'll flock to tools promising the world instead of doing the deep strategy work.

7. Competition will get fiercer. Ad costs are rising, price sensitivity is rising, fear of risk is rising. More deals get lost to inaction. B2Bs without clear differentiation will push spend to retargeting competitor visitors and matching feature sets, instead of listening to customers to find out what they actually need.

I'm at the end of that and it sounds doom and gloom.

But I do think it's gonna be a ludicrously fun year for marketers who love chaos, uncertainty, and challenge.

But there's no two ways about it. It's going to be tough.

What would you add?

If I was planning a 2026 paid ads strategy for a B2B SaaS company, I'd skip the shiny tactics and focus on the boring stuff that actually drives pipeline.

Here's the 7 step process that works:

Step 1: Before you launch anything, fix your foundations

1. Targeting: Use Primer or Clay to build company lists. Push 80% of spend to proven segments, 20% to testing new ones.

2. Messaging: Pull first-call transcripts from closed deals. Build a POV on every pain point prospects actually mention.

3. Attribution: Set up multi-touch or self-reported attribution. Last-click misses 90% of what influenced the deal. B2B buyers now touch 76 interactions across 6.8 stakeholders before close.

4. Tracking: Send MQL, SQL, and Closed/Won data into your ad platforms. Set conversion windows to max (365 days for LinkedIn, 90 for Google).

Step 2: You need an optimal platform split

Check Google's search impression share. Under 10%? Scale budget. Over 90%? You've maxed out.

For LinkedIn, look at audience penetration and frequency over 90 days. Below 80% penetration and 10 frequency? Room to scale.

Start with 60:40 weighted to LinkedIn. Lower CAC, more scalable, compounds over time.

Step 3: Optimize for the 95:5 rule

80% of LinkedIn spend goes to saturating cold audiences with pain-focused content. Hit 80% penetration and 10+ frequency to reach in-market buyers now while building demand for next quarter.

20% goes to high-intent audiences: page visitors, existing pipeline, buying committees.

Use engagement, video views, and awareness objectives. Website visits and conversions have insane CPMs.

Google is for high-intent search only. Run keywords through Ahrefs to find transactional intent. Start with exact match, add phrase match after 90 days.

Step 4: Ditch generic branded ads

Branded single image ads had 4X higher CAC in 2025. Worst performers by miles.

For cold prospecting, run three campaign types: Ungated Document Ads, Thought Leader Ads, CTV Ads.

For retargeting, single images work better since you've built trust.

Step 5: Be careful with shiny AI tools

On LinkedIn, switch off audience expansion and LinkedIn ad network. They'll burn budget on low quality impressions that don't drive pipeline.

For Google Ads, you can test Performance Max, but most B2Bs should avoid it. Lower cost product-led SaaS products see better results since volume is higher and barrier to entry is lower.

Step 6: Cautious channel expansion

Most B2Bs don't need this yet. Max out LinkedIn and Google first.

But if you've hit 80%+ penetration on LinkedIn or 90%+ impression share on Google, try Reddit, YouTube, or Meta.

Use Primer or Vector to target matched ICP audiences.

Step 7: Measure what matters

After 90 days, cut anything with 2X higher CAC than average. Push 80% of spend to what's left. Use 20% to test new bets.

Paid Ads planning isn't rocket science. Master the fundamentals, trust the process, and watch pipeline follow.

KlientBoost B2B SaaS Paid Ads Strategy 2026

LinkedIn's campaign objectives don't work the way you think they do.

Most marketers see "conversions" and assume it'll drive more demos. See "website visits" and expect more traffic.

The theory: LinkedIn's algorithm knows who's likely to complete specific actions and serves ads accordingly.

The reality: After 3 years of testing, I've learned to ignore the labels entirely.

Here's what I found analysing a client's campaigns last week:

Single image ad (website visits objective): 1% CTR
Single image ad (brand awareness objective): 0.9% CTR
Video ad (website traffic objective): 0.8% CTR
Thought-leader ad (engagement objective): 1.7% CTR

The awareness campaign reached 6X more people with basically the same CTR as the website visits campaign.

And it outperformed the video campaign that was literally optimised for website traffic.

The engagement objective campaign crushed everything, despite being designed for post interactions and page follows.

We ran similar tests on our own accounts last year. The brand awareness objective drove 10X higher conversion rates than the conversion objective.

Here's why it happens:

LinkedIn's algorithm isn't sophisticated enough to understand B2B buying intent.

It can't distinguish between someone clicking out of curiosity and someone ready to book a demo.

So stop trusting the objective labels.

Test multiple objectives. Measure what actually moves you closer to your goals.

The objective name doesn't matter. The results do.

3 paid ads audits in 27 days.

All mid-market B2B SaaS.

Same problem: high-intent non-brand keywords aren't converting enough. CAC is unsustainable.

Here's the fix I recommended:

1. Stop chasing form fills. Focus on pipeline.

One account was burning 60% of spend on keywords that never converted to pipeline. I recommended an all-star campaign with only proven pipeline-generating keywords and to push 80% of budget there.

Most B2B SaaS need fewer high-intent keywords, not more.

2. Use conversion-focused bidding with caution if you're under 30 conversions/month.

The algorithm needs data. Without it, you're limiting reach.

Experiment with max clicks or target impression share to get in front of more high-intent searchers. You're trying to find the sweet spot of high search impression share with low CPCs.

3. Use phrase match for keyword mining.

Stop guessing which keywords work. Let the market tell you.

Add phrase match variations of your all-star keywords. Mine search terms monthly for new pipeline converters. Add them back to your all-star campaign.

This is how you develop a Google Ads account that actually improves over time.

CPCs are up 29% vs last year. Efficiency goals are getting harder. But Google Ads still works when you stop spreading budget thin and double down on what's proven.

After 2 weeks intensive filming in LA, 100+ takes of the same screen recording, and more caffeine than I thought it was humanly possible to drink, we're pumped to launch Boost U today.

It's a learning platform for marketers who want the stuff they don't teach you at marketing school.

How to actually use ad platforms. How to create better ads. And then translate it all into real marketing results that help you get promoted and grow.

Here's what makes it different:

Every course is built on validated playbooks from working with hundreds of clients. Not theory. Not outdated tactics from 2019. Real plays that work right now.

We're starting with our LinkedIn Ads course (the one I had 15 diva-level tantrums filming every time I messed up a click 😅). More courses coming soon.

If you've ever felt like traditional marketing education skips the actual useful bits, this is for you.

Check it out: https://lnkd.in/gq_H_Y6s


P.S. If I never have to "act" on camera again in my career, it'll be too soon. But massive credit to the Deadpan 💀 🎬 team for absolutely nailing the video work.

Last week I posted a 7 step AI-powered workflow B2B's could use to build a data-driven repositioning strategy AND turn it into a landing page in <2 hours.

Most people found it helpful, a few folks HATED IT (#sorrynotsorry), and a handful of people DM'd me asking for more details.

I promised them I'd record a full walkthrough of the process. Watch the full process in <3.5 mins below:

We reduced paid ads CAC 14% in 2025 using 3 processes that most B2B SaaS companies completely ignore.

Here's the exact playbook:

1. Efficiency Farming

Stop launching new campaigns every week.

Start reading your data over 90, 180, and 365-day windows to see what actually drives revenue.

Pause campaigns with high CAC. Double down on campaigns with low CAC.

Scale winners by testing variations of what already works.

Do this monthly.

2. Segment Optimization

Targeting is the most overlooked lever in paid ads.

Most B2Bs spread budget across their entire TAM because they're scared of missing prospects.

This kills performance.

Instead, analyze which segments close fastest with the lowest acquisition cost. Build audiences of only these segments using a tool like Primer.

Then exclusively target them.

Do this quarterly.

3. Reverse ICP Exclusions

If you know your ICP, you also know who isn't your ICP.

Build exclusion lists of companies outside your ideal size, industry, or profile.

Upload them to your ad platforms so they stop serving ads to bad-fit audiences.

Example: Only targeting $10-100M IT companies? Exclude everyone under $10M and over $100M.

Update this every time your ICP changes.

The biggest irony in B2B marketing is that most companies think they need to do more when the real gains come from doing less but better.

Paid ads costs aren't dropping. But with these processes, you can stay ahead.

We closed 4 deals from AI platforms in H2 2025.

44 qualified leads came through ChatGPT, Perplexity, and Gemini. Not massive numbers, but enough to pay attention.

Here's what surprised me: our AI visibility sits at 0.5% in our category. That ranks us #6 against competitors.

We're getting deals despite barely showing up in AI responses.

So we ran the math on what happens if we fix that gap.

Q1 target: increase AI citations by 50%. If the conversion rate holds, that's 8-10 additional qualified leads per quarter from a channel that's still growing.

The play is simple:

1. Track where competitors appear in AI responses
2. Identify which content AI platforms cite as sources
3. Build content designed to get picked up by these systems
4. Monitor citation frequency across ChatGPT, Perplexity, Google AI Mode, and Gemini

We're testing Search Intelligence AI to handle the tracking and citation analysis. It scrapes real responses from live AI interfaces and shows exactly which pages get cited.

Early mover advantage matters here. Most brands aren't tracking AI visibility yet. The ones who start now will own the category recommendations before this becomes table stakes.

If you're seeing inbound from AI platforms, you're probably underindexed too. Worth checking where you actually rank.

Get 50% off if you join in the first 7 days: https://lnkd.in/gfKcDJsS

B2Bs are obsessed with "B2C" channels like Meta, Reddit, and YouTube this year for the cheap CPMs promising better efficiency. 

But it's a bad strategic move for most of them. 

Here's how to know if you're ready to expand outside of LinkedIn Ads and Google Ads:

Paid ad costs are getting unsustainably high.

LinkedIn CPMs are up 28% and Google Ads CPCs are up 19% vs 2024. Not exactly in-line with inflation.

But many B2Bs aren't just dealing with rising costs. They're also wasting what budget they do have on bad targeting.

On LinkedIn Ads, it shows up as spreading budget too thin across large audiences. Reach and frequency stay too low to build trust and recall. No trust = no pipeline.

On Google Ads, it's spreading budget across too many keywords that don't convert at a sustainable CPA. More spend, same (or worse) results.

The good news is both problems are fixable with the right approach.

In the latest KlientBoost Kitchen podcast, I break down:

• How to calculate the budget you actually need to win
• Why audience FOMO is killing your pipeline efficiency
• How to target in-market buyers more effectively
• When B2C channel expansion makes sense

These are the same principles we used to reduce marketing CAC 14% in 2025 vs 2024. And the same playbooks our team uses to help clients do the same.

Hit the link in the comments to watch the full breakdown 👇

taplio

The Battle

Miles McNair

Patrick Cumming

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Performance ScoreMiles McNair's LinkedIn Performance

Performance ScorePatrick Cumming's LinkedIn Performance

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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