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Why the B2B PPC Playbook Is Broken — and What Actually Works Now | Kamel Ben Yacoub, Getuplead
Aug 28, 2026
The old B2B PPC playbook — bid on keywords, drive to a demo booking page, repeat — is broken. In this episode of Build With What You Know, I sit down with Kamel Ben Yacoub, founder and CEO of Getuplead, a boutique B2B PPC agency whose clients include Siemens, HP, Adobe, and NTT DATA, to talk about what's actually working in paid advertising now that buyers research on Claude and ChatGPT before they ever visit your website.
We cover why CPCs are rising as SEO traffic dries up, why ungated recorded demos outperform live demo booking forms, why Reddit ads are now a serious B2B channel, and the three things any advertiser should fix first to improve PPC performance immediately.
🔗 Getuplead → https://getuplead.com
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0:01
Hello, Kamal.
0:03
>> Hi, Yohan.
0:05
>> Um you've seen uh some change in AI
0:09
search in particular.
0:11
>> Yes, that's correct. Uh
0:14
at Digital Lead, uh
0:15
our small boutique
0:17
B2B for PPC agency, we are seeing so
0:22
changes since like, I would say,
0:26
6 months, 1 year.
0:28
Um no, the buyer behavior has changed
0:31
because
0:33
uh they use AI to research, as you know.
0:35
So, a lot of people compare vendors
0:39
and build a short list before they ever
0:42
land on your website. So, that's
0:44
something that we really change or
0:46
advertiser
0:47
need to approach uh
0:50
paid advertising because before it was
0:52
only capturing the demand of someone
0:54
with a
0:55
problem. For example,
0:57
I need a project management software. I
0:59
go to Google, I type uh project
1:01
management software vendors or project
1:03
management software, or project
1:04
management management tools, and find
1:08
some some website and enter and book a
1:10
demo. No, it's not like this.
1:12
Uh at a certain point, it's totally
1:14
different because you go to cloud before
1:16
to do your search or to ChatGPT
1:20
before to go to Google.
1:22
And also, maybe you are on Reddit,
1:26
on some communities, finding some
1:29
some reviews or people talking about
1:31
asking about specific vendors. And and
1:34
so, what happening is that the
1:36
the buyers now enter the funnel later at
1:39
the last stage. So, when they already
1:41
know you.
1:43
So, what does it mean for paid
1:44
advertising? For auto advertiser, it
1:46
means that
1:48
you have to
1:49
work to push more on brand
1:52
equity
1:54
because people already know you when
1:56
they enter in your website. It's not
1:57
about coming to you, about what you are
1:59
doing. They know what you are doing, but
2:01
they want to compare you with those
2:02
other vendors. So,
2:04
um at early stage of the funnel, you
2:05
need to
2:07
uh give more trust and authority. So,
2:09
it's not only about
2:11
uh saying, "Okay, book a demo on our
2:13
website." when they enter our website,
2:14
but it's also working more on top of the
2:16
funnel. So, what we have seen for our
2:18
client is that all these search that
2:20
happening before someone book a demo,
2:23
um need to be uh
2:26
um I would say uh um
2:29
you have to give more authority and
2:31
trust on them because uh it's something
2:33
that we see that it's working really
2:34
well. What is about is about more
2:37
dimension. So, for example, uh
2:39
someone that is uh
2:41
not looking for specially for your
2:43
product or for your service, what they
2:45
need what you need is to
2:48
uh give more top of the funnel
2:49
um
2:50
articles, content, like for example, uh
2:54
a buying comparison guide uh between
2:56
those other vendor or uh more about
2:59
um
3:00
content that you are doing like a survey
3:02
or report. I think that they need to see
3:04
that you are an expert in
3:06
uh in your
3:07
in your field. And what we do also is
3:09
thought leadership content from the CEO
3:12
for the C-level management.
3:14
Uh we are pushing more with ads on the
3:16
content that are coming from uh
3:19
um the executive management. So, that's
3:21
something that is working really well
3:23
because you don't see really um
3:25
at this stage um
3:27
lot of demos, for example, but you see a
3:30
lot of traffic that are coming from
3:32
people that are in your
3:35
right ICP. And after that, it helps to
3:37
convert at later stage. When they enter
3:39
in your website, they already know you
3:41
and they know, "Okay, I know this guy
3:42
Yohan that uh I follow since 6 months, 1
3:46
year, and he's an expert. Uh so, I don't
3:49
need to validate
3:52
uh what I think about them." When I went
3:53
to the website, it's just to book a
3:55
demo, but
3:56
it don't the website not going to
3:58
convince me that you are
4:00
the expert because I already know you
4:01
before. So,
4:03
that's a shift that pushing more on the
4:05
mansion brand awareness, uh
4:07
authority before
4:09
the bottom of funnel offer that is book
4:12
a demo.
4:13
Before that, during years and years,
4:15
people only was pushing on direct
4:17
response ads for book a demo, I'm the
4:18
best one. Now we see that we're pushing
4:21
more, putting more budget on early stage
4:24
is working better. You don't see really
4:25
the more at this stage, but you see that
4:27
later when you do the numbers, you do
4:29
the math,
4:31
we see that after 3 4 5 6 months, we see
4:35
that it's an incremental lift doing this
4:37
strategy and incremental lift on the on
4:39
the bottom of funnel offer like the book
4:41
a demo. If we don't do that, uh we see
4:44
that there
4:45
like lower
4:48
demo
4:49
for a specific client than if we do this
4:51
kind of strategy. So, we are comparing
4:52
the numbers and we have seen that. So,
4:54
that's an important point.
4:56
The old playbook uh
4:59
that it was like capturing the modern
5:01
Google
5:02
search is not working anymore. So, there
5:05
is all these kind of things and there
5:06
are some
5:07
another important thing
5:09
important point is the retargeting part.
5:12
Uh
5:12
because before it was just okay, someone
5:15
visit your website and
5:17
you do this retargeting
5:19
display banner book a demo again,
5:21
something direct response ad straight to
5:23
the point, book a demo with us. Now we
5:25
are seeing that
5:27
before because
5:29
the user is on other platform, it take
5:31
more multiple touch points to convert.
5:35
It's not like so direct like before. Uh
5:38
now we are seeing that doing like more
5:40
like
5:42
reassurance
5:43
on
5:45
early stage is working well. Like for
5:46
example, testimonials
5:48
uh at quotes from your customer, video
5:51
from your customer. When they visit your
5:53
website, you have to retarget them with
5:55
this kind of things.
5:56
Uh again,
5:57
comparison guide between you and your
5:59
competitors. Uh it's not just to say,
6:02
"Okay, book a demo with us." because you
6:04
already visited it. No, it's showing
6:06
that you are the legit
6:08
uh and the
6:09
the most expert in your field.
6:12
Uh with again, it's part of brand
6:14
awareness. So, that's the kind of things
6:16
that in your playbooks that is working
6:18
right here. And um I will say the last
6:20
things also is to to be um visible in
6:23
the whole ecosystem.
6:25
Uh what does it mean? Uh it's not only
6:27
like before, like Google Ads
6:30
and a little bit of retargeting with
6:31
LinkedIn Ads for a B2B company. Uh no,
6:34
you need to be um
6:37
I would say uh present and visible in
6:39
all the platform that you are uh that
6:42
your buyer is is um
6:44
uh is active. Reddit. So, a lot of
6:47
company are um B2B company now is going
6:50
on on Reddit and we do a lot of Reddit
6:52
Ads.
6:53
Uh
6:54
because of course, you know that on
6:56
Google search, when you looking for
6:57
something, there is a lot of Reddit uh
7:00
answer that I bring. So, important to be
7:02
there uh to control again your narrative
7:05
and you control your message. So, Reddit
7:07
Ads uh
7:09
we do also uh a lot of different kind of
7:12
format
7:13
uh on on LinkedIn, uh videos, again,
7:16
thought leader um
7:18
ads from CEO about opinion inside
7:23
um or um
7:25
things that you you are relevant for
7:27
your for your um
7:29
audience. Um also, on Google, it's not
7:32
only about capturing demand with paid
7:33
search, but for example, YouTube Ads is
7:36
working really well for B2B lately
7:38
because
7:39
not like 10 years ago that uh
7:42
you don't do YouTube because it's only
7:44
for B2 B2C. No,
7:46
B2B
7:47
user are going also on on YouTube and
7:51
looking for some comparison, some video,
7:53
some
7:54
information. So, we do a lot of
7:56
dimension campaign also on YouTube.
7:58
And so, when I I say
8:01
an ecosystem is to be
8:03
visible in all these platform with
8:06
different kind of format at different
8:07
stage, not only Google Ads for
8:11
bottom of funnel, book a demo, and
8:13
LinkedIn for doing brand awareness.
8:14
That's the old playbook. No, since
8:17
the last year we see this shift. So,
8:19
it's something that is is really
8:20
important for advertiser to understand
8:22
that the buyer B2B buyer evolved and
8:25
changed.
8:27
>> You mentioned Reddit in particular.
8:29
3 years ago when the
8:32
the global
8:33
display ad crisis
8:35
arrived more or less with AI, actually
8:38
we saw Reddit taking more and more space
8:40
on Google search results and then AI
8:43
um answers arrived on the on Google
8:46
search. So,
8:47
but if you actually try to optimize for
8:50
example for Reddit, you don't own this
8:52
platform.
8:53
The more if you put content on Reddit,
8:56
you don't own your content. You don't
8:58
own the the comment. You don't own
8:59
anything. So, it's a lot of probably
9:01
wasted effort because you have no
9:02
control over the that platform.
9:05
>> Yes.
9:06
Um what I do, I can talk about this
9:09
because I do a lot of
9:11
activities
9:13
with my own profile organically on
9:16
Reddit, not about ads, but
9:19
I go to Reddit, I comment,
9:21
I do I leave some comments, I help
9:23
people that have some
9:25
question or issue with LinkedIn Ads or
9:27
Google Ads. So, I I I
9:29
I know how it works.
9:31
What working on Reddit is a is something
9:34
that you you you are truly helping
9:36
people. So, you are not pitching what
9:38
you do and
9:39
of course
9:41
sometimes you have some surprise because
9:42
people are talking about you without
9:45
asking you
9:47
for example
9:48
they are
9:49
talking about specific company about
9:51
saying okay this company is not really
9:53
good because
9:55
I have this issue with them or that the
9:57
the customer support is not also really
9:59
So, it's complicated in a way to control
10:02
this your your your your your brand and
10:04
and and and your your narrative on
10:06
Reddit but
10:07
what is really working well is that to
10:09
showing up and to answer
10:12
with something useful and also when
10:15
there is a negative negative review
10:17
about you or negative
10:19
tweet or comments
10:21
you don't have to hide you have to go
10:22
there and
10:25
answer directly okay I'm sorry because
10:27
it happened at this time for X reason or
10:30
new way but you have to it's more
10:32
important that they see that you are
10:34
answering to that that you are not like
10:37
that you are hiding from from this kind
10:40
of problem because
10:41
that's really important that know
10:44
lot of
10:45
search
10:47
and and uh
10:48
and
10:49
people looking for brand are going to
10:51
Reddit so you have to own your narrative
10:54
to have to control that but yes it's
10:55
complicated in a way that
10:57
people are talking about you and they
11:00
don't ask you your permission to say
11:02
something generally positive or negative
11:05
so that's complicated but
11:07
what we do with our PPC agency is to do
11:10
some ads on Reddit so
11:13
that's also can help
11:15
because for example
11:17
you can advertise on the specific
11:19
communities
11:20
subreddit
11:21
where you know that they are talking
11:23
about you with some specific ad that you
11:26
can for example show some customer
11:28
quotes or customer that are working with
11:31
you
11:32
so that also can help also to to build
11:35
trust when they don't really know if you
11:38
are a good solution or you're not a big
11:40
brand. So you can show some customer
11:43
that say, "Okay, this is this tool is
11:45
great because they're helping us."
11:47
So it also give you
11:49
a little bit of
11:50
balancing if you have some negative
11:52
comment or people asking about about
11:55
you, but you don't
11:56
you're not visible on on organic search
11:58
already. So you can do some some ads to
12:02
to shortcut that.
12:04
>> Do you think it's actually better to
12:06
fuel the conversations even if they are
12:09
negative about your brand than to leave
12:12
it alone and focus on other
12:15
platforms where you control the
12:17
narrative?
12:18
>> Yes, of course it's much better. I would
12:21
say it's much better to to go there and
12:23
and and to not
12:25
escape from what they say because
12:27
I mean, at the end of the day the buyer
12:29
is not
12:31
stupid. So I mean, what what what what
12:34
what we are seeking is that okay,
12:37
anyway there is like
12:39
bad comment or bad review,
12:41
there is other
12:43
platforms or channels, so it's not
12:45
important.
12:46
But the problem is that
12:49
everyone, all the people that are
12:51
looking for you that will see this
12:53
comment or will see this this this this
12:55
this bad rate about you,
12:57
it will kill your your deal and people
12:59
won't
13:00
work with you. So
13:02
better than just saying, "Okay, I don't
13:04
want to answer to this because it's
13:06
negative."
13:07
It's better to amend and to recognize
13:10
that you maybe have problem in the in
13:13
the way or or or to show up. I mean,
13:15
just to to say, "Okay, we know that
13:17
there is a problem. We know that in the
13:19
past we did that." Or "I'm sorry for
13:21
this client." And you are I mean,
13:22
finding a solution or recognize your
13:25
failure is much better than just not
13:27
saying anything. I mean, that's the
13:30
worst things that you can do in B2B
13:32
business is like in real life.
13:34
I mean, better to accept that there was
13:36
a problem, even if that you're not agree
13:39
with.
13:41
I mean, we're talking about
13:43
internet. So, everything keep internet
13:45
and even if you don't show up,
13:48
someone that going to see like maybe 10
13:50
posts with positive posts about you,
13:53
only one bad comment
13:56
and you're going to lose this
13:58
opportunity. So, I think that it's very
14:00
important. It's the brand the brand one
14:01
that we work with them. There are always
14:03
people
14:05
I mean, that the marketer and the
14:06
community manager they are aware
14:08
answer to this bad comment because you
14:10
cannot 100% of people that are happy.
14:13
There are always some someone that
14:14
working in your company can be an
14:16
employee, can be a past customer, can be
14:18
someone that wanting to an opportunity
14:20
that
14:22
they wanting to reach out
14:24
for demo and and and they never answer.
14:27
It can be
14:28
100 different kind of things, but I
14:30
think that it's very important to to
14:32
answer to this even if it's negative.
14:36
>> Regarding PPC, have you seen a shift in
14:39
spending necessary to
14:42
to reach some good return on investment
14:45
now compared to before AI?
14:48
>> Yes, yes, that's a really good question
14:50
you have because now we see that the
14:51
CPC, the cost per click for most of the
14:55
market is is way expensive than before
14:59
because yes,
15:01
the competition is is getting more and
15:04
more harder because
15:06
most of the
15:08
companies that I have seen that they
15:09
have low lowest traffic from search
15:12
because from the LLM like Claude and
15:15
ChatGPT, they are pushing more on ads.
15:18
Okay, they say, "Okay, we don't have You
15:19
know what
15:21
what happened in
15:22
a few months before, a lot of SEO
15:25
traffic
15:26
are drying up because
15:28
from from this
15:30
uh I search. So,
15:32
what they have done all these at that
15:35
I mean all these company have decided to
15:38
go on Google Ads because I say, "Okay,
15:40
we don't have any more SEO traffic, so
15:41
we're going to get this traffic. We're
15:43
going to pay for this traffic." So, uh
15:45
the CPC are higher, so the competition
15:48
is tougher, and so what's happening is
15:50
that of course at the end of the of the
15:52
day, the cost per lead are so is higher,
15:55
and the cost per acquisition is higher
15:57
than that. So,
15:59
for this reason, um and again, you are
16:01
competing with a lot of other brand that
16:03
are doing the same thing
16:05
than you, and what we are seeing now is
16:07
that what I mentioned before that you
16:09
are pushing more about your brand and
16:11
saying, "Okay,
16:12
uh we are the trusted
16:15
um and legit legit um
16:17
expert on this.
16:19
Uh so, uh we are happy to do demo with
16:21
you, but not just saying, "Okay, we are
16:23
the best and and and and uh book a demo
16:26
right now." So, all this early stage
16:28
work um
16:30
like work brick by brick is doing like,
16:32
"Okay, this is the magenta, this is
16:34
brand awareness, this is okay with
16:36
expert showing you expertise earlier in
16:38
the stage." Uh because when you pay a
16:40
click, it's much more expensive. So, you
16:43
don't have to waste money on things that
16:44
you know that people are going to go
16:46
here and they say, "Okay, I don't want
16:48
especially to book a demo right now, so
16:50
I go away." So, you have to to have
16:53
uh in all the the funnel. Uh so, that's
16:56
very important. Yes.
16:59
>> Uh does your agency only uh works on
17:02
improving the the CPC or also on
17:05
improving the landing page?
17:07
>> Okay. Uh we are also improving the
17:09
landing page because what we are seeing
17:12
uh tied to what I mentioned before is
17:14
that most of the time is not because
17:17
you're uh going to do some small
17:19
improvement on the campaign that you're
17:21
going to get more conversion. I mean,
17:23
it's not because
17:25
you're going to
17:26
do some tweaks on the execution that
17:28
you're going to get some some
17:31
meaningful
17:33
improvement in the cost per conversion.
17:34
But what is really
17:37
increasing
17:39
the number of conversion or improving
17:43
your
17:43
your account numbers is the landing
17:46
page.
17:48
Because at the end of the day,
17:51
you are bidding on the same keyword than
17:53
100 other competitors. You are in the
17:54
new category that is crowded.
17:57
Again, it's not like 10 years before.
18:00
People are looking more
18:03
on all the kind of platform. There are
18:06
much more competition.
18:08
So, what is really make the difference,
18:11
I would say, on the landing page is not
18:13
about just putting more features or
18:17
pushing on more what you are your
18:19
solution talking about you is
18:21
showing that you are maybe different
18:24
from what you are
18:25
what differentiate you from the other
18:27
one.
18:27
And that's a really important point,
18:30
Yian, that we see with our client when
18:31
we work on the landing page. It's more
18:33
about what are
18:36
doing differently from other competitor
18:38
than why you are better than them.
18:41
That's a shift. That's a nuance that is
18:42
very important on the message. Because
18:45
if you have 10 other competitor are
18:47
doing the same thing of you, saying,
18:49
"Okay, we have this feature. We are the
18:50
best at this feature. We have these 10
18:54
similar feature."
18:55
People don't going to
18:57
buy from you because you have the same
18:59
thing that in the seamless
19:02
landscape of all the the the the
19:04
solution, but what going to truly make
19:06
the difference is what you are doing
19:08
differently from the other one. It can
19:10
be, for example, in our targeting.
19:13
Targeting specific vertical or specific
19:15
company size or specific person in a
19:17
company that the big brand don't do
19:20
that. Big brand are very broad in
19:21
targeting. They are just throwing ads
19:23
everywhere.
19:25
They want to talk to everyone
19:27
selling for everything. So, if you are
19:29
in some category that are not support of
19:31
salesforce, you don't have any chance to
19:32
compete with them. But, what you have a
19:34
chance and yes, it's tied again to
19:37
related to the landing page is to make
19:39
some something different to from the
19:42
other one and to have a differentiation
19:44
factor on that. For example, the
19:46
vertical, for example, the the pain
19:47
point,
19:49
the one that the company that to you are
19:53
toward the your
19:55
your ads and
19:57
not only saying that you have the same
19:58
features, but saying what is
20:01
what is your differentiation factor from
20:03
the other one. I'm good we are good at
20:05
this
20:07
because you are already have do this
20:08
research and you have seen that the
20:09
competitors don't do for example, a
20:11
specific things
20:13
or you are better than them for example,
20:16
for customer support because you provide
20:18
a 24-hour customer support
20:21
or weekend weekend. So, that's something
20:23
that people maybe take
20:25
care of, but you have yes, to to to to
20:28
show something that the other one don't
20:30
have.
20:31
And yes, this kind of things make
20:33
difference when you work on landing
20:35
page.
20:36
>> You also mentioned that demo booking.
20:40
Is it
20:41
Is it still important to to actually
20:43
book a demo?
20:46
Do people still want to get into this
20:48
kind of sales calls and actually
20:50
register for this sales calls? Is it not
20:52
better to show your expertise for
20:54
example, through videos or
20:57
>> That's a great question and
21:00
that's something that I wrote about one
21:02
week ago on on LinkedIn.
21:05
No, what we are seeing is you are That's
21:08
That's correct. People are like
21:11
not so much enthusiast for doing a book
21:14
demo with with a sales and that book a
21:17
call. Yes. Yes. Of course, like
21:20
ton of people, you prefer to
21:23
Again, we go back to you have your own
21:25
decision and you do your own research
21:27
and you already do you work on on my
21:29
sales on clone, etc. So, you don't need
21:31
to do especially if to do to do a demo
21:34
to know
21:35
to understand the product because you
21:37
already know the product and you don't
21:39
want to have a sales pitch. So, what is
21:41
really working really well lately is the
21:43
product I mean the demo recorded
21:47
the video demo. So, what we are seeing
21:49
with a lot of client that have like cost
21:51
per demo that is higher again related to
21:54
the higher CPC, higher competition and
21:57
and people entering in the latest stage.
21:58
So, what we are seeing is that
22:02
companies that are
22:03
doing the test switching from book a
22:06
demo with a sales calls to
22:09
I mean access directly to
22:12
demo recorded
22:14
is working much better at the end of the
22:16
day.
22:17
And we see that for example ungated
22:19
recorded demo what is mean it mean that
22:23
you can access the demo without filling
22:25
a form
22:26
video demo directly on the website
22:28
totally ungated. After this, we see that
22:31
the
22:32
the number of
22:33
demo booked
22:35
the traditional one is is is higher than
22:38
if we have the direct form for book a
22:40
demo on the website with the direct
22:41
offer to book a demo. Yes,
22:44
not for our company but for some company
22:46
it's truly surprising that we see that
22:49
if they see a recorded demo they have
22:51
like a test of what you do and they will
22:53
be more motivated to do a real
22:55
demo with someone from a company. So,
22:58
it's always about giving a little bit
22:59
more and not hiding, again,
23:03
before a form, with
23:05
saying, "Okay, if you want to know about
23:07
our product, you have to fill the form
23:09
and and book a demo with with our sales
23:11
rep." No, it's not working like this
23:13
anymore. Again, it's showing, "Okay, we
23:16
give you that. Look what we do on video.
23:18
You don't have to fill a form. It's
23:20
free. And look at that. Access on this
23:22
for free. And if you like this, after
23:25
that, you have the possibility to to do
23:28
to book a demo with with a real person."
23:29
I mean, it's working much better. We see
23:31
improvement doing this. So,
23:33
it's again something related to what we
23:35
mentioned before, the content from
23:38
the CEO, etc.
23:40
It's giving a lot before asking. So, I
23:43
think that
23:45
the shift that we see, so you don't have
23:47
to hide anymore on okay, because
23:50
I'm the best
23:51
software, so I don't have
23:53
and we want leads, so we don't have to
23:56
to give for free content or
23:59
our expertise. No, that's the opposite
24:01
right now that's working, because
24:02
everyone has access to information on
24:05
cloud. You don't need, for example, to
24:07
download
24:09
a white paper or an ebook for top of
24:11
funnel question. You go to cloud. And
24:13
so, what we are seeing also is that this
24:15
kind of downloadable content that we
24:16
have before, like the ebook, the guide,
24:19
the white paper, is not working anymore,
24:21
because people can have this
24:22
information. Why they going to fill form
24:25
with their phone number and for being
24:27
chased after that by email
24:29
if they can have the answer on cloud.
24:31
So, you have to focus more on on on on
24:34
strong proof of value
24:37
and expertise
24:38
for free, again,
24:40
and be build this this ecosystem.
24:45
>> I see also a lot of companies are trying
24:47
to introduce a gamification, like to
24:49
make to make content more
24:52
uh
24:53
kind of fun,
24:55
but also to to to to keep the audience
24:59
uh interested.
25:02
>> Yes, that's something that works,
25:04
but not really still on B2B. We see that
25:08
more on B2C, but on B2B,
25:11
that's
25:13
something that I always regret that not
25:15
so much company are pushing more on
25:16
gamification because it is is truly
25:19
something that No, again, with the new
25:21
shift with AI, it's something that can
25:24
motivate a bit more on the buyers
25:26
because you have to find new ways at the
25:27
end of the days
25:29
to to capture the attention.
25:31
Again, there is not so much people that
25:34
are going to be interested in your
25:36
content.
25:38
So, because of the
25:41
AI search that answering everything. So,
25:43
yes, this kind of things, gamification,
25:46
is something that works. We have very
25:47
few company are doing that, but I think
25:48
that something that they we should push
25:51
more as B2B company on that. And also
25:55
something that is related to proprietary
25:57
data. I mean, survey, report, from real
26:00
data that you own. You are the owner
26:01
proprietor because this kind of things
26:04
Cloud or ChatGPT can't have this
26:07
information. So, the information that
26:08
you can generate internally,
26:11
for example, yes, report or survey about
26:13
1,000 or maybe less, 100 sample of
26:16
customer that you were
26:18
asking about specific topic that your
26:20
ICP have
26:23
and are interested in. It's super
26:25
interesting for them to know
26:28
about this kind of things and
26:30
this can be
26:33
copied by
26:35
Cloud or or ChatGPT. So, all this
26:37
proprietary data that you can have
26:40
or from our side,
26:41
you can also know it's easy for some
26:43
company with Cloud, you can just scan
26:47
all your
26:48
sales course or customer course and ask
26:51
for things that
26:52
for example from 100 course with past
26:55
customer
26:56
cloud identify
26:58
how many customer have this specific
27:01
problem and etc. And you can do some
27:03
benchmark and some report with numbers
27:06
based on the call that you can analyze
27:08
what cloud and you can
27:10
just create a report about that or
27:11
survey also. That So that's things that
27:14
we see that
27:16
company are winning the content
27:19
with this kind of
27:20
of tactics.
27:23
>> Exactly. And maybe before we conclude,
27:25
could you share your top three or top
27:27
five tips to improve PPC?
27:32
>> Yes.
27:33
Um so I would say the first one is to
27:37
get a conversion tracking implemented
27:40
that is synchronized with your CRM. So
27:44
what does it mean? For example, if you
27:45
have a Google Ads account
27:47
uh you need to synchronize to enable
27:50
this for with your CRM like a spot or
27:52
salesforce to feed the algorithm with
27:56
the real conversion not people that form
27:58
fill a form but user that are created in
28:00
your CRM. Like that
28:03
Google can do really well that
28:07
okay this conversion are truly
28:09
conversion from real person
28:12
that are qualified because otherwise
28:14
filling a form can be spam can be a lot
28:18
of different things on Google Ads. So
28:19
connecting them and importing the
28:21
conversion from the CRM
28:24
to
28:25
Google Ads for example and also LinkedIn
28:27
it works the same way. It's really great
28:29
because you improve the quality of the
28:30
conversion. That's a really important
28:32
one.
28:33
The second one is what we mentioned
28:34
before
28:36
is to not only do like
28:39
book a demo offer on bottom of funnel
28:42
but also doing some demand gen and
28:43
awareness uh,
28:46
in earlier in the stage, that's very
28:48
important.
28:49
Uh, again,
28:51
uh, what mentioned before, are looking
28:52
for you months and months before they
28:54
are reaching you. So, that's very
28:56
important. And now with AI and all these
28:58
platforms, you have to be visible
29:00
everywhere. So, I would say that
29:03
every
29:04
uh,
29:05
business that have active customer on
29:07
specific channel, you can push a small
29:10
budget. You don't have to break the
29:11
bank, but a small budget. But, it's
29:12
better to have small budget on three or
29:15
four
29:16
or five different platforms that your
29:19
ICP is present that only
29:21
go all in, for example, in Google Ads.
29:24
Um,
29:26
and the third one, uh,
29:27
would be what we mentioned before, the
29:29
the the the the
29:31
the message on the landing page, the key
29:32
differentiator. Differentiate yourself.
29:34
Don't think about only, "Okay, we are
29:37
the best one." And showing that, but uh,
29:41
positioning is very important. What we
29:43
are different uh, from the other one.
29:45
And just transcribe this,
29:48
uh, on the message, on the landing page,
29:50
on your ads. Find one core message that
29:52
are not uh, that the other one don't do.
29:56
Uh, and and and and stick with that. Um,
29:59
and I would say that,
30:01
yes, that's the
30:03
the whole um,
30:05
few things that I would do right now,
30:08
um, for winning with PPC.
30:11
Uh, and the most important one, yes,
30:13
that's a priority that I would do I was
30:15
an advertiser right now to to to to do
30:17
these three different,
30:19
uh, main points. There's a lot of work
30:21
doing that.
30:22
>> Actually, what is the best way to do
30:24
these three things?
30:27
>> Um, I mean, the best way
30:29
Yeah, the most effective way to do these
30:31
three things, I would say, uh,
30:33
that,
30:34
um,
30:35
I mean, there is not like, um,
30:39
what is really important is to set up
30:42
the right expectation
30:44
uh, before to start. So,
30:46
if you have
30:47
something Yes, that's really important.
30:49
You can use Notion or you can use also
30:52
Cloud MLM to prepare this project and to
30:55
say, "Okay, what is the really outcome
30:56
that I want?"
30:58
Giving you like some real
31:01
KPIs, OKRs. For example, we want to
31:03
reach this
31:05
uh
31:06
conversion rate in three or six months.
31:09
The right expectation, no? Because
31:11
sometimes people say, "Okay, we're going
31:12
to do that." But they don't have any
31:13
expectation or they don't have a
31:15
timeline. So, what is really important
31:17
is that the number to get clear goal of
31:19
the
31:20
regarding the numbers and also clear
31:22
timeline. And so, you have to first set
31:25
that up and you have to have someone in
31:27
your company that own
31:30
that will be accountable for that.
31:32
So, if you have an agency,
31:35
external agency, you have to prepare
31:37
that and to show them, "Okay, we want to
31:39
do that." And give us a plan for this
31:42
with a real timeline again and real
31:44
metric expectation about the KPIs. If
31:47
you have internally a marketers, that
31:49
will be the person that will be in
31:50
charge of that. But what is really more
31:52
important to be efficient doing this uh
31:54
you want to is to compounding the first
31:56
results
31:57
before
31:59
waiting for six months and doing an
32:01
analysis at the end of six months. So,
32:03
what is really good is to see
32:05
the first win that you can show to the
32:08
to the board or
32:09
to internal management. They see after
32:12
one week or two weeks, for example, the
32:13
conversion
32:15
tracking improvement is something that
32:16
is quick to do.
32:18
Uh and can improve a lot
32:20
the efficiency and the and the result.
32:23
You don't have to wait testing some
32:25
campaign or message that will not take
32:27
to collect data months and months. So,
32:29
for example, improving conversion
32:31
tracking enabling with your CRM is
32:33
something that is something technical
32:35
that can be done
32:37
in one or two days.
32:39
So, it's something that can improve
32:41
quite fast. I will start with this one.
32:43
Like that, you can show okay, we do this
32:45
one
32:46
to your CEO. You can show that and you
32:48
can also trust with you and give you
32:50
more time for the other action. So, it's
32:54
about showing early traction
32:57
and result quite fast. Sometimes it
33:00
doesn't work, but at least if you get
33:02
things done
33:03
with the one that are easiest to do.
33:06
That's about project management at the
33:07
end of the day.
33:09
It's much more efficient that waiting 6
33:11
months
33:12
and people don't really know if it's
33:14
going to work or not. So, there is lack
33:16
of trust and could be
33:18
created some tension in the company. So,
33:20
starting with the things that you know
33:22
that you control that can be
33:24
fast to implement. Like that, you can
33:26
show that you are the guy that are
33:29
getting things done and and and working
33:32
efficiently on project.
33:35
>> Right, that was a lot of very insightful
33:37
information. Thanks a lot, Camel.
33:39
>> Thank you, Johan. My pleasure.
Science