Frequently asked questions

Work backwards from your CAC and funnel math. As a quick start: test $8–15k/mo on Paid Search for high‑intent keywords, then layer $5–10k/mo on LinkedIn to reach ICP titles and accounts.

Start with Paid Search for bottom‑funnel intent (problem/solution/brand queries). Add LinkedIn to create demand with job titles at ICP accounts and to retarget site visitors and high‑intent segments.

For bottom‑funnel offers (demo, pricing), 2–5% from cold traffic is typical; 6–10%+ with strong intent, offer/message fit, and fast load times.

Lead gen forms convert more clicks to leads, but lead quality can drop. For demo requests, send to a fast, focused landing page. For top‑of‑funnel content, lead gen forms can be great.

Tighten audience (job titles + function + seniority), exclude students/entry‑level, use qualification questions, and run offers that filter for intent (demo, pricing, calculator).

Use platform conversions for optimization, but report business impact with a simple model: self‑reported attribution + last non‑direct touch in GA4 + CRM opportunity source. Keep it simple and consistent.

We typically see first opportunities in 2–6 weeks after launch. Full ramp to steady, predictable pipeline is ~60–90 days depending on ACV and sales cycle length.

Clear headline, 1–2 value bullets, social proof (logos, results), and a direct CTA. Video and single image both work; rotate fresh creatives every 3–4 weeks.

Refresh creative monthly or when frequency exceeds ~6–8 and CTR drops. Keep a testing backlog so you're always iterating.

Prioritize high‑intent terms (software/product category, competitor alternatives, pain + solution). Use tight match types, add negatives weekly, and protect brand terms.

Start with Max Conversions/CPA once you have enough conversions (15–30+/mo). Otherwise, begin with manual CPC or tCPA seeded from historical conversion values.

Test 7, 30, and 90‑day site visitors; split high‑intent pages (pricing, demo) into separate audiences and bid more aggressively there.

Track SQLs, Opportunities, Pipeline ($), and CAC payback. Optimize for the highest measurable signal you can trust (e.g., qualified form submissions > raw form fills).

Standardize parameters (source, medium, campaign, content), and mirror naming conventions across platforms and CRM. Consistency beats complexity.

Yes. Brand campaigns are cheap, protect your SERP, and catch high‑intent traffic from other channels. Keep them running with tight exact match.

1–2 controlled tests per channel per month (creative, offer, audience, LP). End tests on significance or clear business lift, not on vanity metrics.

Gate when there's a clear next step and sales value. For mid‑funnel demand, ungated content + retargeting often wins on cost‑per‑opportunity.

Use ACV, gross margin, and payback target (e.g., 9–12 months). Work back from close rates to allowable CPL and CPC. Then test into it by channel.