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 👇

Google Ads Consultant & Strategist | Helping B2B businesses generate leads with Google, Facebook & LinkedIn Ads | Paid Search & Social

Hi and welcome to my profile, my names Harrison or Jack and I'm a paid search and paid social pro. Now I know what you're wondering, you have two names??  

Well, since I was a kid people have called me by my middle name, Jack, but others know me professionally as Harrison. So, I go by both and you can choose which one you prefer! 

So, how did I end up managing paid search and social campaigns? Back in 2015, I joined my first agency out of college. Not long after that, they needed someone to help manage digital marketing so, they turned to me and said "hey you're a millennial you understand this stuff right?" And, as they say, the rest is history. 

I specialize in managing and lead gen accounts and have a lot of experience with industrial and service based businesses. My experience across industries helps me audit accounts and help businesses save money and find new opportunities to succeed. 

I also really enjoy helping small and local businesses find success through Google Ads by providing mentoring, coaching and training services.

Let's connect and maybe we can work together too!

Harrison Jack Hepp

I got a pitch today from someone claiming they've already taken a deep dive into ChatGPT ads. Apparently, they help advertising agencies position themselves to take advantage of advertising in ChatGPT. Pretty impressive considering it's an invite only beta that was only announced 8 days ago.

Google Ads for local businesses. | Paid Search Management & Consulting

I helped a roofing client decrease their leads by 75% in 30 days by solving two big problems in their account. 

Now the first thing you're probably asking is, you meant increase right? Nope, I meant DECREASE. 

This client came to me because they had a huge problem with spam leads. The account was driving low quality form fills and tons of spam phone calls. So, here's how we fixed it. 

Problem #1: Poor conversion tracking 

This account was tracking every phone call and form fill as a qualified conversion regardless of quality. 

How we fixed it: Added call tracking to only track qualified phone calls and replaced tracking all form fills with only tracking MQLs. This resulted in conversions in the account dropping by 75%. However, internally tracked SQLs actually increased by 120% vs. the previous month. 

Problem #2: PMax running amok

In the right circumstances, PMax may work for lead gen. However, this campaign was targeting too broadly and wasn't being managed. Over 60% of ad spend was going to display placements with no return. 

How we fixed it: Shifted to a search only strategy that focused on capturing high intent and quality search terms. This meant our CPCs increased by a staggering 1,241%. 😵‍💫 

But it also meant that we removed tons of low quality traffic that was never going to convert. This was replaced by high quality (yet more expensive) traffic that converted at a 7.43% rate instead of a 1.41% rate. 

Sometimes fixing an account means the numbers look a lot worse. However, if the context is right and you're tracking the proper success metric, it's actually a huge win.

Is your account driving the right leads for your business? If not, book a call with me and let's get your Google Ads on the right track.

Offline conversion tracking is a gold mine for many local businesses using Google Ads. Most don't take advantage of it because of cost or complexity. There's a simple solution though. 

Google Sheets

Offline conversion tracking doesn't have to be complicated or fancy. You don't need charts or a ton of data. A simple CRM in Google Sheets can take a good search campaign to a great one. 

There are plenty of free templates online to make setting up your sheet easy. Make sure you're capturing important data such as name, email, phone number and lead status. You'll also want to capture the GCLID or set up enhanced conversions. 

Then, use the "Upload offline conversions" feature in Google Ads to import conversion data from your spreadsheet. You can set up different conversions based on lead status such as MQL, SQL or Customer. 

Now instead of tracking every form fill, you can optimize your campaign to more qualified prospects. This lets you cut out wasted spend and double down on what's driving the best results.

Would you use Target Impression Share bidding on a non-brand campaign? Most people would probably say no, but there might actually be a situation where it's the best option 👀 

I help a small telecom business that offers land lines, home internet and other services run Google Ads. However, they are very population limited in their reach (plus only a few people use land lines). 

How limited? Their landline campaign averages about 250-500 impressions per month and 30-50 clicks per month. However, organic results are dominated by large national businesses and they want to show. 

We tried a variety of bidding options, but none made sense. 

Max Clicks - low quality traffic, high CPCs
Max Conversions - limited conversion data made CPCs high and performance unreliable
Manual bidding - the marketing manager isn't experienced enough to handle on their own

So, we decided to experiment with Target Impression Share. Knowing that impressions were limited and that people who click have very high intent, our goal was to dominate the top of the page. We set our target at 65% impression share with a CPC cap twice the average CPC at the time. 

Here's what we saw. 

Impression Share - 47% to 68%
CPCS - $24.36 average to $11.54 average
CTR - 10.24% to 14.88%
Conversions - 1-2/month to 3-5/month

We were able to capture more impression share at a lower CPC with higher engagement and more conversions. It was a pretty big win! 

I wouldn't recommend this bidding strategy in most cases unless you're targeting a very limited number of impressions. However, in this case, it allowed us to dominate the search results and capture both high and low intent affordably. 

If your local business is struggling to make Google Ads work, send me a DM and let's explore some unique strategies you can try!

AI image generation fails are kind of my favorite. There's just so many things wrong here.

Being a Google Ads manager means you need to be communicating closely with your client to make sure campaigns are on track. On the flip side of that, clients have to communicate with the ads manager as well.

If the account manager is asking for information on things like lead quality, lead volume, close rates, business results or other seemingly internal data, it's because they need it to help manage campaigns. 

I can't get you better quality leads if you don't give me access to data on their current quality. 

It's hard for me to hit your internal cost per lead if we don't set that goal as a KPI from the start. 

Communication is critical to making marketing work, but it can't be one sided. Successful marketing requires everyone to share and communicate goals, problems and ultimately wins!

When I'm talking with a business that's struggling with Google Ads these are the most common problems we find:

1. Inaccurate or missing conversion tracking
2. A mismatched or bad offer
3. A bad or generic landing page (or slow loading on mobile)
4. Poorly targeted keywords or a focus on generic keywords
5. Broad and generic ad copy with no differentiators 
6. A lack of a follow up process or no lead nurturing 

These should be the first places you look when you're trying to understand why Google Ads isn't working. What else would you add?

The single most important asset in Google Ads for local businesses are location assets. So, let's go over what they are and how they show up. 

Up first, what is a location asset? Location assets appear alongside ads in Google and provide additional business information. This can include: 
- The store address 
- A "Get Directions" button 
- A map to the closest location
- Distance to a store
- Store hours
- Whether the business is open or closed
- A clickable call button 

What information actually shows will depend on where the ad shows on Google, the device it appears on and the location of the person being served the ad. So, where all can location assets appear?

Ads can appear on both mobile and desktop devices with varying placements. These placements will include: 
- Google Search Network
- Google Search Partner Network (if enabled) 
- Google Display Network 
- YouTube
- Google Maps 

Across these placements, location assets can show in a variety of formats and locations. When and how ads appear is determined by a user's location and interests and is controlled by Google's algorithm. 

If you're business is targeting local customer's location assets are one of the best ways to show potential customers you're ready to help them now.

The type of keywords a local business uses in Google Ads can make a huge difference in how successful a campaign is. Here's an example: 

Let's look at a local store that sells kitchen/cooking supplies. A common first thought might be to use the keyword "kitchen supply store." But that may not be the best choice. In fact, using the keyword "kitchen supply store near me" might be a significantly better choice. 

Using Google's estimates, here's the high end top of page bid for those keywords. 

Kitchen supply store - $3.28
Kitchen supply store near me - $2.50 

At first glance, the difference doesn't seem that drastic. It's only $0.78 right? But that quickly gets multiplied as your budget goes up. For an account spending $10,000/month the click difference is huge. 

Kitchen supply store - 3,048 clicks
Kitchen supply store near me - 4,000 clicks 

That $0.78 difference translates to nearly 1,000 more clicks per month. Now let's say your tracking conversions and have a 3% conversion rate. 

Kitchen supply store - 91 conversions 
Kitchen supply store near me - 120 conversions 

Nearly 30 more conversions per month. This is why localizing and narrowing your keywords can be such a huge win for local businesses. Everyone is bidding on "kitchen supply store" which makes it more competitive and expensive. This same concept can apply from roofers to plumbers to locksmiths and more for local businesses. 

The goal should be getting your Google Ads in front of customers that are looking for you and not trying to appear for every search. 

Need help with your keyword strategy? Shoot me a message and let's set up a time to talk it through!

Can you guess the number one issue I see when I'm reviewing the Google Ads account of local businesses?

It's honestly the most critical setting too. Location targeting. 

I frequently come across accounts that are targeting ads outside their service areas or leaving their ads set to Presence & Interest. That means wasted ad spend on people who will never become a lead or sale. 

To make sure your location targeting is correct, do this: 

1. Use radius targeting if you have a limited area you want to reach. Targeting at the city, county, DMA or state level can often be too broad for local businesses. If you need to get more granular than a radius provides, zip codes are an option. Though watch performance I've seen occasional issues when targeting at the zip code level. 

2. Always set your location targeting to "Presence: People in or regularly in your included locations." Only in certain circumstances does Presence & Interest make sense for a local business. 

To do this, go into your Location targeting and click "Location options"  and choose "Presence: People in or regularly in your included locations." Don't worry I know Google says the other option is recommended, but thats' for their benefit, not yours 😁 

Location targeting is the most important thing for local businesses to get right and also one of the most common problems I see!

The single most important asset in Google Ads for local businesses are location assets. So, let's go over what they are and how they show up. 

Swipe ➡️ to learn all about location assets!

Google Ads Location Assets

When it comes to Google Ads for local businesses, most advice you see online isn't targeted at you. Most advice is focused on big businesses with national reach. Local businesses are unique with different budgets, targeting and goals. Here are my best tips for setting up search campaigns that actually work for targeting your local customers. 

1. Match the ad budget to the targeted location (there's only so much search volume when your locations are narrow).
2. Location targeting that matches your actual service area. 
3. Exact match keywords only to get started.
4. Location assets are a must (call assets too if you answer the phone).
5. Keep your campaign consolidated and aggressively remove underperforming keywords. 

The one size fits all advice you see and Google's recommendations, just aren't created for local businesses. 

Does your business need help with creating the right strategy for Google Ads? Message me and let's set up a call to go over your account!

Are your lead gen campaigns on Google Ads driving real business results or are you just getting spam, job seekers, or people promising "50 qualified appointments per a month!" 

Google's smart bidding is good at generating leads. The problem is Google doesn't know what's a good lead or bad one. That is unless you tell it! 

So, what can you do?

First try refining your tracking: Instead of tracking every form fill, improve your tracking so you can focus on on qualified leads. 

Next double check search partners: Sometimes, a sudden surge in low-quality leads comes from search partners. Keep an eye on that traffic.

Then analyze your keywords and search terms: Are you showing up for irrelevant searches? Refine your keywords to make sure you're targeting the highest quality searches with high intent. 

It can be slow and difficult to break out of low quality leads. However, the payoff is more qualified leads, higher conversion rates, and a much better ROI. 

How do you improve lead quality in Google Ads?

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The Battle

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Harrison Jack Hepp

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The Battle

Patrick Cumming

Harrison Jack Hepp

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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);}Patrick Cumming's LinkedIn Performance

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