Topic: lead quality
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Your Sales and Marketing Teams Are Working Against Each Other
Companies often face growth challenges not from product issues but from misaligned incentives between sales and marketing, causing internal friction and conflicting goals. Conflicting metrics, like marketing being rewarded for lead volume and sales for closing quality deals, result in unqualified...
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8 Essential PPC KPIs to Track for Success
Modern PPC success requires shifting from vanity metrics to value-driven KPIs that connect ad spend directly to profit, customer lifetime value, and incremental revenue. Essential KPIs include measuring actual profit over ROAS, quantifying campaign incrementality to prove net-new growth, and opti...
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Google Local Services Ads vs. Search Ads: Which Wins for Local Leads?
Google offers two main advertising options for local businesses: Local Services Ads (LSAs) for simplicity and pay-per-lead pricing, and Search campaigns for extensive customization and control. LSAs are easy to set up and manage automatically by Google, emphasizing customer reviews and lead track...
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Consolidate Legacy SKAGs: Why & How to Upgrade
The outdated single keyword ad group (SKAG) structure is no longer effective, as Google's automation now rewards consolidated, data-rich ad groups for better performance and efficiency. Marketers should shift focus to strategic areas like enhanced conversions, offline conversion tracking, and int...
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