Here Is My Latest Post

INSIGHTS FROM EXPERTS ON LINKEDIN

Ivars Krutainis 🦦 and Ilze Švarcbaha tested their new LinkedIn service offer for B2B SaaS startups using Thought Leader ads instead of building a landing page. They ran organic posts as ads for two weeks, spending $200 to reach 50% of their target audience and identifying 45 companies with strong engagement. This quick and low-cost approach helped validate market interest before investing heavily in development.

 

Kirill Vdov reminds marketers that LinkedIn is about building awareness, not instant sales, as 95% of users aren’t ready to buy. Unlike Google, which captures existing demand, LinkedIn requires consistent engagement to stay top of mind when prospects enter the market. Success comes from balancing demand capture and awareness-building while recognizing that each platform serves a different purpose.

 

Tas Bober explains why she features the problem section high up on her landing pages—showing empathy, setting expectations, and making the page buyer-centric. While B2B marketers often hesitate to highlight problems first, B2C brands do it effectively with direct questions like “Experiencing hair loss?” or “Can’t find pants that fit?” Positioning the page around the buyer’s challenges fosters connection and trust, rather than making it all about the company.

 
 

Liam Moroney argues that brand awareness is often undervalued, dismissed as a vanity metric when it’s actually the backbone of marketing effectiveness. True brand awareness isn’t just about recognition but about building memory so potential customers recall your brand when they need it. Achieving this requires strategic focus, strong creative, and distinctive brand assets to reinforce associations and make recall easier.

 
 

🏔️ Sam Calhoun tested LinkedIn’s native industry targeting against a manually built Total Addressable Market (TAM) list—and the results were clear. While open rates were similar, lead rates were 79% worse and cost per lead was 4.6x higher with LinkedIn’s targeting. Though TAM list-building requires more effort upfront, it delivers significantly better ad performance and ROI in the long run.

 

Pranav Piyush announces that LinkedIn has introduced conversion lift testing, allowing advertisers to measure true incrementality like on Meta. The feature splits audiences into test and control groups, serving ads only to the test group and comparing conversions based on server-side data. This marks a major step forward in accurate LinkedIn ad measurement, moving beyond last-touch attribution.

 

Pedro Porto Alegre challenges the common belief that word-of-mouth (WOM) is the “holy grail” of marketing, arguing that its impact is often overestimated. Since WOM typically occurs between people already considering a brand, its influence is naturally limited, whereas advertising reaches a much broader, unbiased audience. While WOM can reinforce brand loyalty among existing customers, it rarely drives significant awareness or growth compared to large-scale advertising efforts.

 
 

Steffen Hedebrandt analyzes data from the Dreamdata Benchmarks Report 2025, revealing that while LinkedIn Ads have the highest CPC (€5.35) and CPM (€26.62), they deliver the best return on ad spend (113%) and the highest influence on new business deals (35%). In contrast, Meta is cheaper but struggles with B2B targeting, and Google captures high-intent traffic but offers little control over who clicks. Instead of fixating on low-cost clicks, B2B marketers should prioritize channels that drive real revenue, even if they cost more upfront.

 
 

Finn Thormeier shares a simple way to reclaim your LinkedIn experience by creating a hand-curated feed using Sales Navigator. By organizing people into five “Lead Lists” (Customers & Partners, Team Members, ICPs, Thought Leaders, and Fun), users can filter out AI hype, political debates, and engagement-bait posts. This approach not only improves LinkedIn’s value as a content platform but also helps with networking and business growth through intentional engagement.

WHAT'S NEW IN THE INDUSTRY

Attention spans are shrinking, with the average mobile ad view dropping from 3.4 seconds in 2018 to just 2.2 seconds today. However, human cognition remains the same, meaning advertisers can still capture attention by using universal visual principles. The key to effective advertising lies in understanding how people see, engage with, and remember ads to create meaningful brand connections. Access the full report by Neurons here.

Starting April 10, Google Tag Manager will change how it interacts with Google Ads to improve tracking accuracy and data collection. The update ensures a Google tag loads before firing events, making it easier to enable features like Enhanced Conversions and Cross-domain tracking. Advertisers should preview these changes now, as the update will roll out automatically.

 
 

Advertisers using Performance Max can now use Message assets, allowing potential customers to chat with businesses directly from ads. Previously available only in Search campaigns, this feature enhances engagement and could improve conversion rates. Expect Google to continue expanding conversational ad formats as part of its AI-driven ad strategy.

 
 

Google is increasing the negative keyword cap for Performance Max campaigns from 100 to 10,000, giving advertisers more control over where their ads appear. This change, rolling out in the coming weeks, aligns PMax with Search campaigns and addresses advertiser frustration over limited keyword exclusions. Google also plans to introduce negative keyword lists for PMax later this year, further enhancing flexibility.

 
 
 

Marketing isn’t just an expense – it’s a key driver of business growth, influencing customer acquisition, pricing power, and retention. Finance professionals often undervalue marketing’s long-term impact, while marketers struggle to connect their work to financial outcomes. By framing marketing as an investment and linking it to revenue growth, B2B marketers can gain stronger buy-in from CFOs and leadership.

 
 

Google’s AI-driven Search Max match type is rolling out to more accounts, enhancing search term matching and ad optimization. It dynamically selects landing pages, headlines, and descriptions, incorporating AI-generated assets to streamline ad creation. While it offers potential for increased conversions, advertisers will need to monitor performance closely as it reduces manual control.

 
 

Google Analytics now includes percentage values in reports, along with new alerts for missing session_start events and high “(not set)” rates. These updates improve data transparency, helping users quickly assess traffic sources and detect tracking issues before they impact reporting. With accurate insights, advertisers can make more informed decisions and optimize their campaigns effectively.

 

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!