Notes from the accounts we run
Practical notes on B2B SaaS paid media, measurement and reporting, written from the accounts we manage.
Always-on LinkedIn Ads for B2B SaaS, and how to replace campaign bursts
How to replace stop-start LinkedIn campaigns with an always-on demand layer for B2B SaaS, with an audience structure, creative refresh rules, search sync and measurement.
How to test whether your branded search ads are incremental
How to measure how many branded search conversions would happen anyway through organic, with test designs compared and a switchback plan to run.
How to run competitor campaigns in B2B SaaS paid search
How to structure, bid, write and land competitor campaigns in B2B SaaS paid search, with an intent table, trademark rules for the EU and UK and a quarterly checklist.
Why GA4 and Google Ads never match, and how to report both
Why GA4 and Google Ads report different conversion numbers, a table for diagnosing the gap, and a reporting layout that gives each source one job.
What Google's 17 August 2026 Smart Bidding change means for your account
From 17 August 2026, budget-limited Google Ads campaigns on Target CPA or Target ROAS bid to the target you set. What changed and what to do.
Landing pages for competitor and generic search traffic
Which landing page to send each kind of B2B SaaS search query to, what a competitor comparison page must answer, and how to roll new pages out without losing data.
How to launch paid search in a new European market
A launch plan for B2B SaaS paid search in a new European country, covering local keyword research, structure, budget shape, targeting settings, negatives, consent and the first 90 days.
Negative keyword lists that scale across markets and languages
How to build shared negative keyword lists for a multi-market B2B SaaS account, with a five-list structure, local-language examples, platform limits and an audit that stops you blocking your own keywords.
How to send HubSpot and Salesforce pipeline data back to Google Ads
How to import SQLs, opportunities and closed-won deals from HubSpot or Salesforce into Google Ads, with click ID capture, consent and a set-up table.
Value-based bidding for B2B SaaS: stage values and lifetime value
How to value each funnel stage from lifetime value and close rates, send it from your CRM, and move to value-based bidding without breaking learning.
What to automate in B2B SaaS PPC, and what to keep human
A practical split of B2B SaaS paid search work into automate, automate with sign-off and keep human, with the guardrails, logging and alerting that make it safe.
Budget pacing for multi-market paid media accounts
A simple budget pacing model for B2B SaaS paid media accounts that run in several markets and currencies, with calendar-day and business-day pacing and the alerts worth setting up.
Demand capture vs demand generation, and how to split a B2B SaaS paid media budget
What demand capture and demand generation mean in B2B SaaS paid media, which channels do which job, how to measure each and a practical way to split budget between them.
How to review search terms by relevance in a B2B SaaS Google Ads account
A relevance-first method for reviewing search terms in B2B SaaS paid search accounts, with a decision table, a weekly routine and rules for building negative keyword lists.
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