INSIGHTS FROM EXPERTS ON LINKEDIN
Patrick Cumming shares how an ungated “how to” document ad, run cold with no retargeting, drove 11 closed deals from just $8.5K in spend. By giving away the full solution, CPMs dropped, reach increased, and the small group actually in-market chose to reach out on their own. It’s a reminder that proving expertise beats chasing form fills.
Michal Kouril shows a faster way to monitor competitor impression share without manual date switching. By using Report Editor and viewing Search impression share as a line chart, you get a clean timeline of how visibility shifts over time. It’s a simple time-saver for anyone living in Google Ads.
Roman Krs explains how making a Google Ads landing page longer boosted conversion rate from 2.8% to 8% for a B2B SaaS client. The key was matching headline intent, using a clear scroll-based structure, and answering questions before pushing the form. Clarity and relevance beat minimalism.
Liam Collins breaks down how Meta’s Andromeda update helped him cut cost per demo by 88% compared to LinkedIn. With tighter audience segmentation and no creative changes, Facebook delivered higher-quality demos and a 4x ROI. Test assumptions, stay uncomfortable, and don’t ignore channels just because they failed before.
Katerina Fotiadi shares an experiment where a small site written entirely with ChatGPT content got picked up by ChatGPT, even without SEO work, while Google barely ranked it. But a broader study showed LLMs still rely heavily on classic SEO signals like backlinks, traffic, and depth. AI visibility isn’t magic, it mostly rewards the same fundamentals, even if it looks different on the surface.
Andrea Coloma explains how use case pages influenced over 40% of Dreamdata’s closed-won deals this year. While they don’t always shine in early funnel metrics, buyers who convert almost always interact with them. Clear use cases help buyers self-qualify and help sales close faster, which is why skipping them is a missed opportunity.
Andy H. warns about a growing scam where fake inbound leads send realistic-looking Google Ads access invites. Accepting one can give scammers control over your MCC account in a single click. He shares simple red flags to watch for, like look-alike domains and vague requests, to help others avoid costly mistakes.
WHAT'S NEW IN THE INDUSTRY
Google is rolling out a new Data Manager API that makes it easier to send first-party data into Google Ads, Analytics, and DV360 through one central connection. It replaces several older APIs and helps advertisers improve targeting, measurement, and bidding by giving Google’s AI cleaner, richer signals. The API is live now and launches with integrations from tools like Hightouch, Tealium, Zapier, and others.
Google introduced a new Developer Assistant that lets advertisers and developers use plain language to query the Google Ads API. You can ask questions, generate GAQL queries, and even run ready-to-use scripts directly from the command line, with results exported to CSV if needed. It’s designed to speed up analysis and reduce the technical friction of working with the Ads API.
LinkedIn announced Reserved Ads, which guarantee premium top-of-feed placement to boost visibility and brand impact. It also introduced ad personalization that dynamically adjusts messaging using profile data, plus new AI tools that help generate and test creative faster. Together, these updates aim to help B2B brands reach buyers earlier with more relevant ads and less manual work.
A dark-themed landing page outperformed a light one in a B2B SaaS A/B test, even though the light version had a higher CTR. The dark design drove significantly more conversions because it better matched the industrial audience’s environment, expectations, and sense of seriousness. Audience context and category cues matter more than generic design best practices.
Bing is testing a new search ad layout that groups multiple ads under one “Sponsored results” label, making them look more like organic results. The format could increase ad clicks but also raises concerns about accidental engagement and higher bounce rates. Microsoft says the test is limited and may not roll out more broadly.
New research shows that emotionally strong TV ads consistently trigger spikes in branded search and downstream conversions. Data from Kinetiq and DAIVID highlights how ads that capture attention and emotion push viewers to search for brands within minutes. The report reinforces that search performance often starts with brand moments, not keywords.
GA4’s Advertising Snapshot highlights how messy and multi-step buying journeys really are today. It shows how channels like SEO, content, paid, social, and even AI tools influence people long before the final click. The result is a much clearer picture of what’s actually driving demand and why last-click reporting misses most of the impact.
That’s the scoop for this week! If you found this valuable and any useful insights caught your eye, feel free to share them with your network.
Until next week!
