Fix Your Ad Structure

Hey there 🧠

Ready for another day of staying ahead of the competition in the Growth race?

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💡 Want Lower CAC from Google Ads?

Then structure your account to win. The biggest lever for reducing cost-per-acquisition isn’t your keywords or budget, it’s how your account is set up. Here’s how performance-first marketers are rethinking Google Ads in 2025:

1️⃣ Simplify Your Structure: Instead of bloated keyword groupings, use STAGs (Single-Theme Ad Groups). Divide your account into four buckets: – Branded search – Competitor search – Non-branded keywords – Retargeting & display Each group should have its own tailored ad copy and ideally, a dedicated landing page. Can’t do them all? Start with your homepage and build landing pages based on pipeline priority.

2️⃣ Master Keyword Targeting: For branded campaigns, pair your name with bottom-funnel terms like “pricing” or “reviews.” Do the same with key competitors. For in-market campaigns, blend broad (e.g., “Google Ads agency”) with high-intent (“B2B PPC consultant”) keywords. Retarget visitors based on action, like pricing page views or demo clicks, not just traffic.

3️⃣ Choose the Right Bidding Strategy: Start with Maximize Conversions for volume. Once you're consistently showing up for target searches, test tROAS or tCPA to control cost and scale profitably. Watch impression share closely, it tells you when to pivot.

4️⃣ Allocate Budget by Intent: No one-size-fits-all formula, but here’s a good launch mix: – 0–40%: Branded – 40–60%: In-market – 10–20%: Competitor – 10%: Retargeting Run it, analyze the results, and refine monthly.

The Takeaway

Lower CAC starts with a cleaner account. Prioritize structure first, then refine your keywords, test bidding strategies, and adjust budget last. When your setup matches user intent, every dollar goes further.

💼 Is LinkedIn Still Underused in 2025?
Insights from stackedmarkter

LinkedIn has long been known as the professional networking platform, but is it being fully utilized by marketers? Here's a breakdown of why LinkedIn is still underleveraged and how it can become a key part of your B2B strategy.

The Case for LinkedIn: LinkedIn holds nearly 25% of total digital B2B ad spend, a figure that has remained steady for years. Despite this, only 17% of brands actively post on the platform, far behind Facebook (70%), YouTube (62%), and Instagram (50%). This gap shows that while marketers trust LinkedIn’s B2B targeting capabilities, they often fail to leverage its full potential for organic or brand-building content. 

Why Brands Hesitate: Unlike short-form platforms like TikTok or Instagram, LinkedIn content needs to be thoughtful, value-driven, and discussion-worthy. This makes it harder to produce consistently. Additionally, many brands still perceive LinkedIn as a strictly professional space rather than a high-engagement content platform.

What Makes LinkedIn Valuable: Organic posts on LinkedIn deliver the highest value for B2B brands compared to other platforms. It has a millennial-dominated user base, nearly 50% of users are aged 25–34, making it ideal for brands targeting growth-minded professionals. YouTube is also LinkedIn’s largest traffic source, suggesting long-form video and professional storytelling pair well across the two platforms.

The Cost Factor: Ads on LinkedIn are expensive, with average CPCs around $3.40 and cost-per-acquisition reaching $482 in North America. Add a low CTR (0.58%) and bot-related click issues, and the platform seems hard to crack. However, B2B journeys require 4–5 touchpoints.

Final Thoughts

LinkedIn remains one of the most underutilized platforms for B2B marketing. Brands willing to commit to consistent, value-led content can unlock serious demand generation opportunities, especially when paired with platforms like YouTube for full-funnel impact.

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