Insights that come from spending the budget.
Hard-won lessons from real B2B and D2C ad accounts, anonymized. No recycled best-practice. Just what actually moves pipeline, and what quietly burns money.
Meta's B2B targeting is built on self-declarations.
Target "enterprise" on Meta and get solo founders. Why the interest audience leaks, and the one job Meta does brilliantly: pixel retargeting.
Paid AdsUse Meta for retargeting. Here's why.
Meta's best B2B job isn't finding buyers, it's staying in front of them. Three reasons pixel retargeting is the highest-leverage play on Meta.
OutboundYour cold email sounds like everyone else's. Because AI wrote it.
The "I am, I've done this, I can do it for you" email is what AI writes for free. Lead with a free, personalized audit instead.
Paid AdsPerformance Max is leaking your budget into mobile apps.
PMax competitor campaigns bleed onto games and consumer apps. The two-layer fix: exclude the categories, then work the placement report, weekly.
Paid AdsThe B2B Google Ads setup that fills a pipeline has three campaigns.
Most accounts run one Search campaign. The mix that actually fills pipeline: Search for cold demand, PMax for competitors, Display for retargeting.
Attribution & MeasurementGoogle, Meta, and your CRM disagree on conversions.
Each tool counts the same lead with a different attribution model, so you get three numbers. Pick one source of truth and reconcile everything to it.
Paid AdsA low target CPA isn't saving you money.
Founders cap their target CPA to stay disciplined. Really, they're telling Google to buy the cheapest, lowest-intent traffic it can find.
OutboundYour first DM should never mention what you sell.
Most cold outreach dies on the first message. The warm sequence that actually gets replies: connect, engage their world, then pitch.
Paid AdsSearch ads don't create demand. They tax it.
A founder wanted to scale Search. I opened Keyword Planner first, and showed them why you build demand before you can capture it.
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