INSIGHTS FROM EXPERTS ON LINKEDIN
Elena Jasper shares James Hurman‘s view that most people choose brands they already know before they even start shopping. He argues that performance marketing captures existing demand, while brand marketing builds future demand, and businesses see the best ROI when they invest in both rather than focusing too heavily on performance.
Veronika Vēbere 🐝 explains how her Google Ads approach has changed over the last two years, with more focus on search terms, simpler account structures, competitor insights, and AI-assisted analysis. Success isn’t about getting more conversions, but attracting the right traffic at a cost that makes sense.
🤘 Matthew Sciannella says marketers today are ultimately judged by how much they contribute to revenue, no matter the channel or tactic. He encourages marketers to play to their strengths when joining a new company, prove they can deliver results first, and then expand their influence across the wider business.
Srikrishna Swaminathan says many marketers think they know their competitors’ messaging, but rarely have the full picture. He introduces a free tool that analyzes competitors’ LinkedIn ads, highlighting value propositions, pain points, CTAs, and positioning gaps to help brands stand out.
Emilia Korczynska argues that traditional last-touch attribution fails to measure the true impact of LinkedIn demand generation campaigns. By using AI to analyze every customer touchpoint, she found that LinkedIn consistently influenced deals long before they converted, showing that its value comes from staying visible and building trust over time.
WHAT'S NEW IN THE INDUSTRY
AWS’s Ben Brown explains why the most effective marketers are willing to challenge their own assumptions and use experimentation to prove what actually works. AWS shifted from focusing on lead volume to lead quality, using testing and data to show business impact, while also adapting to AI-driven changes in how buyers research brands.
The B2B Institute compares B2B buying decisions to The Bachelor, showing that first impressions heavily influence the final choice. Since most buyers already have a shortlist of brands in mind early on, marketers need to invest in brand building before relying on demand capture tactics to win attention later.
Google is moving Local Services Ads into the Google Ads platform with a new Performance Max campaign type for local businesses. The update keeps the existing pay-per-lead model and Search and Maps placements while making campaign management easier through Google Business Profile integration.
Google has removed the $50,000 ad spend requirement for certain Lead Form asset experiences, making the lead generation format more accessible to smaller advertisers. The update also adds new lead delivery options like Zapier integration, expands country availability, and simplifies campaign support across Google Ads.
Google is introducing bulk linking for Google Ads and GA4, allowing advertisers to connect multiple Google Ads accounts to one GA4 property at once. The update helps agencies and larger teams save time, keep tracking setups consistent, and reduce the risk of missing conversion data.
Google Ads is moving its Missed Growth Opportunity insights into the Recommendations tab, showing advertisers estimated clicks, conversions, and revenue they could gain from higher budgets or bids. While the feature can help identify growth areas, advertisers should treat the estimates as guidance rather than guaranteed results.
Google has launched Video Campaign Groups globally, allowing advertisers to manage reach and frequency goals across multiple YouTube campaigns in one place. The update brings unified reporting and helps brands improve audience reach while reducing ad overexposure.
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!
