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How to Perform B2B Lead Generation on Linkedin

Samuel Edwards
|
January 31, 2022

Businesses need a constant flow of reasonably-priced leads to stay ahead. Whether you’re building up a client base or maintaining steady work, lead generation strategies/lead generation marketing are a constant need. That’s why in this post, we’ll go over the best place to find business-to-business (B2B) leads—Linkedin through professional Linkedin ads management.

LinkedIn is the largest global professional network and the number one platform for lead generation. The social network is responsible for 97% of a business’s social media leads, making it 277% more effective for lead generation than Facebook and Twitter.

What sets LinkedIn apart from other social networks is its professional community of business-minded members for which it was designed. 4 out of every 5 LinkedIn members drive business decisions. This means a highly concentrated pool of potential B2B clients.

In this article, we’ll go over the benefits of using LinkedIn to generate leads or B2B leads and the best local B2B lead generation strategies.

LinkedIn Best Social Network for Lead Generation.sales qualified lead and sales team

Source: https://business.linkedin.com/marketing-solutions/success/lead-generation

Benefits of using LinkedIn for B2B Lead Generation

LinkedIn is where professionals keep up to date on their company and industry. In addition to its 774+ million members, LinkedIn has over 57 million business and 120,000 school accounts. LinkedIn’s active user base of professionals makes it a goldmine for potential B2B clients.

Plus, LinkedIn offers a host of professional data and news feed product or service. Because it is geared toward business professionals, LinkedIn sits atop all other social media platforms for lead generation strategies.

Benefits of using LinkedIn for B2B Lead Generation,qualified leads,qualified leads and lead scoring

Source: https://neilpatel.com/blog/linkedin-marketing-tips/

LinkedIn Lead Generation Strategies

Generating B2B high quality leads on LinkedIn requires a good strategy. Here are some actionable steps to acing your approach to LinkedIn:

Create a Company Page

When done right, an attractive company page will draw in valuable business. To create a company page, log in to your LinkedIn account and click the “Work” icon in the top right corner. A drop-down menu will appear, at the bottom of which you’ll find a link to “Create a Company Page.” Press the link and you’ll be asked about your company type, name, details, and so forth. Creating your company page only takes a few minutes.

As you complete your profile, you’ll notice a “Build Your Page” progress bar at the top of the page. Make sure to complete your profile in full as completed pages get 30% more traffic.

Don’t only provide basic information and facts about your company. Structure your page in a way that leads to conversions. The tagline should immediately tell visitors what your business offers. The header image should be engaging. And the company description should include a clear and compelling pitch with calls to action (CTAs). Get straight to the pitch in the first two lines since LinkedIn hides the rest under a “see more” button.

Finally, keep your recent updates section filled with relevant, clickable content. An empty updates section shows that you are not engaged on the platform, and sales team-qualified leads will be less likely to trust you.

Create Showcase Pages

Showcase Pages allow you to segment your B2B leads for different products, brands, events, and more. Also known as affiliate pages, Showcase Pages are like LinkedIn’s version of a landing page.

Create a Showcase Page by clicking on the “Admin tools” drop-down menu in the top right corner. Then click “Create a Showcase Page” under “Reach.” From there, you’ll be able to set a showcase page name and URL extension.

Try to keep showcase page names short, so they are not cut off on the sidebar of your company page. Most of all, prime your showcase pages for conversion with succinct descriptions and CTAs.

Join Groups

LinkedIn has over 2 million groups where professionals with similar interests or industry background can share insights and make connections. Joining relevant and active groups is an easy way to grow your network.

You can find groups to join by searching at the top of the homepage. Look for groups that are medium-sized, big enough to be worth your while but small enough for you to be noticed. Keep in mind, LinkedIn only allows you to be a member of 50 groups at most.

After you’ve established yourself as a thought leader, you can even create your own group. This gives you extra admin rights to control who joins or leaves the group and to steer the conversation around a certain topic or industry.

No doubt, groups are an easy way to connect with others in a natural way without sending cold requests.

Use Advanced Search to Find Prospective Clients

So far, we’ve talked about ways to attract high quality leads. But you can also actively seek out prospective clients on LinkedIn. Identify your ideal lead scoring by developing a buyer persona and then use advanced search to find them. A buyer persona is a detailed description of someone who represents your target customer/potential customers.

With LinkedIn’s advanced search, you can narrow searches by connection type, location, company, industry, school, language, and more. Plus, you can narrow search results incrementally as you go. That way, you don’t need to start a new search every time you want to tweak the search filters.

If you want to streamline your outreach efforts, save your search criteria on LinkedIn and come back for new search results later. LinkedIn will even send you email alerts when new people match your saved search queries. This can save you a lot of time and effort in the long run.

Make Connections

Of course, the purpose of LinkedIn is to make connections.

But don’t just try to connect with anyone. Strive for quality leads connections that are relevant to your business. Sometimes members try to connect with anyone just to get to the coveted 500 connections threshold, but it really doesn’t do you any good to have a bunch of mediocre connections and no actual leads.

So use the advanced search tactics outlined above to find your ideal clients. Always include a personal message with any connection request, so it has the best chance of being accepted. People won’t always accept requests from people they don’t know, so remind them who you are or tell them why they should connect with you.

Publish and Share Content

LinkedIn is not only a networking platform but a publishing platform. You can publish content in regular news feed posts or full articles.

When you post, you can include a photo, video, event, or even a slideshare presentation. You want to keep these short and sweet because users don’t spend much time scrolling through the news feed.

To write an article, simply click on “Write Article” under the “Start a post” bar. You can then write a headline and the body of your article, which can include images, rich media, and hyperlinks. Articles should be around 300-1000 words with catchy headlines that draw the reader in. Once you’ve read the article over a few times and edited for mistakes, click “Publish” to share it.

With both types of content you can determine who will see it, whether anybody on LinkedIn and the web or just your connections.

As for what to publish, publish content that is engaging, takes on industry pain points, and shows your expertise. With enough effort and time, you can become a thought leader in your industry and clients will come to you.

Thought leadership is a major driver of LinkedIn funnel traffic. Consider the following statistics from LinkedIn:

  • 75% of would-be buyers say thought leadership helps determine which vendor to put on their short list.
  • 79% of would-be buyers point to thought leadership as critical for determining which providers they want to learn more about.

Establishing credibility through daily content is a huge source of B2B leads. To make your voice heard, publish both under your company page profile and under your individual profile as someone representing your company. That way, you can maximize your content exposure on LinkedIn.

Use an editorial calendar to keep a steady flow of content. Try posting at least once a week but strive for once a day if you can. Eventually, your network will learn to look forward to your thoughts and insights.

Whatever you do, make sure your content always adds value to users. You should share innovative and original ideas backed by relevant data. Include visuals like infographics or high-quality leads and photos, anything to capture users’ attention. Discuss action plans that others can follow to show you have real value to offer. An excellent example of this is search engine optimization (SEO) guru Brian Dean. He’ll show off one of his accomplishments and then tell you how he did it:

marketing qualified leads Publish and Share Content on LinkedIn also sales qualified leads

Source: https://www.linkedin.com/in/brianedean/detail/recent-activity/shares/

If you can’t think of what to post about, check out the “what people are talking about now” box on the right side of the homepage for some inspiration. Try striking up new conversations by forecasting future industry pain points or digging into their causes. You can also always share other people’s content that you find especially helpful or insightful. Stay selective with what you share and users will come to appreciate your tailored taste.

Mention influencers to build extra credibility. Cite any conversations you’ve had with other thought leaders whose followings you want to tap into. This can mutually benefit you and them by merging your networks. So look for ways to collaborate with other industry leaders.

End every post with relevant hashtags. LinkedIn adopted hashtags from Twitter to categorize trending topics and improve searches. By including hashtags that relate to your client’s needs, you can attract potential customers or clients searching LinkedIn for that specific topic. But don’t overdo the hashtags. Otherwise, it may come across as tacky. 3 or 4 hashtags are enough.

Finally, don’t forget to reward user engagement on your content by liking and responding to comments and following up on any questions. The more you engage, the more likely users will want to engage with your posts.

Advertise on LinkedIn

Like other social networks, LinkedIn offers advertising on their platform. Though LinkedIn advertising is more expensive than advertising on Google or Facebook, it can also be more effective. Most LinkedIn users are already ready to do business. So your ads are already very targeted.

To start advertising on LinkedIn, first create a Campaign Manager account by clicking the “Work” icon in the top right corner of the homepage and then selecting “Advertise.” You’ll be asked for an account name, a billing currency, and a LinkedIn Page with which to associate the Campaign Manager account. Then click “Create account.”

The inbound lead generation Campaign/inbound lead generation process Manager will first ask you to choose from the following main objectives: brand awareness, consideration in form of visits and engagement, and conversions via the lead generation process. For the Business to business lead generation process, we recommend selecting conversions as your goal.

From there, you will choose your target audiences filtered by 20 different categories, including location, company, job experience, education, demographics, interest, and traits. You can even create custom audiences with LinkedIn’s Matched Audiences and lead generation tools.

There are four different types of ads to choose from: Sponsored Content, Message Ads, Dynamic Ads, and Text Ads:

  • Sponsored Content is native advertising that appears among other posts in the news feed as an image, vido, or carousel.
  • Message Ads allow you to directly message your prospects. This allows for more personalized CTAs to spark immediate action.
  • Dynamic Ads use profile data to personalize ads that encourage following a LinkedIn Page or Showcase Page, registering for an event, or applying for a particular job.
  • Text Ads are simply text that you can write yourself and tailor to your target audience.

Once you’ve chosen an ad type, you can determine how you want to fund your campaign. LinkedIn offers three pricing options: cost per send (CPS), cost per click (CPC), and cost per impression (CPM):

  • CPS is used for Message Ad campaigns and charges you for each successfully delivered message.
  • CPC is used for action-oriented campaigns and charges you each time someone engages with your ad.
  • CPM is used for brand awareness campaigns and charges every time your ad is seen.

At this point, you can let your ad campaign go live. Track how it performs in the Campaign Manager and make adjustments as needed. You can edit your ads, refine your target audience, and adjust your budget as you go.

Advertising on LinkedIn can bring in a lot of B2B leads because it’s the network that most professionals use. It’s no wonder that B2B display advertising is projected to keep increasing from 2018 to 2021:

LinkedIn Advertising B2B US,successful lead generation campaign,inbound leads and marketing and sales teams

Source: https://www.statista.com/statistics/1256362/linkedin-advertising-b2b-us/

Use LinkedIn Tools

Besides advertising, LinkedIn offers several internal and lead-generation tools to help you manage B2B leads. Check out it’s Conversion Tracking and Sales team Navigator tools, for example.

On top of that, there are a host of other digital inbound lead generation tools available when it comes to Business to business lead generation. Experiment and find ones that work for you.

Conclusion

Generating B2B leads on LinkedIn is an ongoing process. But with an attractive company page and showcase pages, relevant groups, advanced outreach techniques, stellar content, and targeted advertising campaigns, you’ll have plenty of leads in no time.

If you need help managing your LinkedIn ad campaign, ppc.co can help. Our experts have years of experience using LinkedIn to generate leads. We offer provable return on ad spend, concrete reports, ongoing consulting, flexible plans and pricing, all with a personal touch. Contact us today for a free, comprehensive pay-per-click (PPC) audit and advertising assessment.

Author
Recent Posts

Samuel Edwards

Chief Marketing Officer

Throughout his extensive 10+ year journey as a digital marketer, Sam has left an indelible mark on both small businesses and Fortune 500 enterprises alike. His portfolio boasts collaborations with esteemed entities such as NASDAQ OMX, eBay, Duncan Hines, Drew Barrymore, Price Benowitz LLP, a prominent law firm based in Washington, DC, and the esteemed human rights organization Amnesty International. In his role as a technical SEO and digital marketing strategist, Sam takes the helm of all paid and organic operations teams, steering client SEO services, link building initiatives, and white label digital marketing partnerships to unparalleled success. An esteemed thought leader in the industry, Sam is a recurring speaker at the esteemed Search Marketing Expo conference series and has graced the TEDx stage with his insights. Today, he channels his expertise into direct collaboration with high-end clients spanning diverse verticals, where he meticulously crafts strategies to optimize on and off-site SEO ROI through the seamless integration of content marketing and link building.

Latest posts by

Samuel Edwards

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Author

Samuel Edwards

Chief Marketing Officer

Throughout his extensive 10+ year journey as a digital marketer, Sam has left an indelible mark on both small businesses and Fortune 500 enterprises alike. His portfolio boasts collaborations with esteemed entities such as NASDAQ OMX, eBay, Duncan Hines, Drew Barrymore, Price Benowitz LLP, a prominent law firm based in Washington, DC, and the esteemed human rights organization Amnesty International. In his role as a technical SEO and digital marketing strategist, Sam takes the helm of all paid and organic operations teams, steering client SEO services, link building initiatives, and white label digital marketing partnerships to unparalleled success. An esteemed thought leader in the industry, Sam is a recurring speaker at the esteemed Search Marketing Expo conference series and has graced the TEDx stage with his insights. Today, he channels his expertise into direct collaboration with high-end clients spanning diverse verticals, where he meticulously crafts strategies to optimize on and off-site SEO ROI through the seamless integration of content marketing and link building.

Related posts

Samuel Edwards
|
May 30, 2025
PPC Case Study: Tampa, Florida Apartment Complex

When this apartment complex client partnered with PPC.co, their goal was clear: generate more qualified leads through Google Ads. In just 60 days—from January to March 2025—we transformed their paid acquisition performance. Total conversions more than tripled, jumping from 10 to 32, while the overall conversion rate soared by over 300%. At the same time, we drove down the cost per conversion by 44%, delivering significantly more leads at a much lower cost. 

By strategically combining Performance Max and high-intent Search campaigns, we not only increased lead volume but improved overall efficiency and ROI. This rapid and measurable improvement underscores the value of data-driven optimization and expert campaign management.

January 2025

March 2025

‍

Campaign Analysis Summary

January 2025

  • Total Ad Spend: $498.63

  • Total Conversions: 10

  • Cost per Conversion: $49.86

  • Overall Conversion Rate: 1.12%

  • Campaigns Active:

    • Performance Max (PMax):

      • Conversions: 10

      • Conversion Rate: 1.12%

      • Cost per Conversion: $49.86

    • Search Campaign: No conversions or spend.

March 2025

  • Total Ad Spend: $898.54

  • Total Conversions: 32

  • Cost per Conversion: $28.08

  • Overall Conversion Rate: 4.64%

  • Campaigns Active:


    • Performance Max (PMax):


      • Conversions: 19

      • Conversion Rate: 3.74%

      • Cost per Conversion: $27.39

    • Search Campaign:


      • Conversions: 13

      • Conversion Rate: 7.14%

      • Cost per Conversion: $29.08

Strategic PPC Campaign Insights

  • Performance Max Improvements:

    • Conversions almost doubled (10 → 19) with just a 4.4% increase in spend ($498.63 → $520.45).

    • Cost per conversion was nearly cut in half ($49.86 → $27.39), showing better algorithmic targeting or improved creatives/landing page experience.

    • Conversion rate rose from 1.12% to 3.74%, indicating better audience alignment.

  • Search Campaign Activation:

    • Was inactive in January.

    • Delivered strong performance in March with a 7.14% conversion rate and 13 conversions at a very competitive $29.08 cost per conversion.

    • High interaction rate (7.65%) shows strong ad engagement and search intent alignment.

What’s the path going forward? 

  1. Continue Campaign Diversification:

    • The dual strategy of running both PMax and Search campaigns is proving effective. Continue scaling with both to diversify reach and conversion sources.

  2. Increase Budget Strategically:

    • Given the efficiency improvements (43.7% drop in cost per conversion), consider increasing the budget further to capitalize on momentum—particularly for the high-performing Search campaign.

  3. Refine PMax Targeting & Creative:

    • The Performance Max campaign is performing well but has room to improve conversion rate to match the Search campaign. A/B test creatives, refine audience signals, and check landing page relevance.

  4. Track Lead Quality:

    • Ensure that higher conversion volume aligns with high-quality leads or downstream metrics like closed deals or ROI.

‍

‍

The client was thrilled with the performance. As they put it: 

‍

We’re super excited about the results! Can’t wait to see what’s to come!”

‍

Conclusion

This case study is a testament to what can happen when a well-structured campaign meets expert strategy and continuous optimization. Whether you're launching a new property or looking to boost occupancy in a competitive market, PPC.co delivers real results—fast.

Ready to grow your leads and lower your cost per conversion?
Contact us today to schedule a free audit and discover how we can help you achieve similar results.

Click on the following link if you would like to see more PPC case studies! 

‍

Timothy Carter
|
May 29, 2025
The E-Commerce & Retail Guide to Running Profitable Paid Ads

If you’re running an e-commerce or retail business, you already know that visibility is everything. The best product in the world won’t sell if no one sees it. That’s where paid ads for ecommerce comes in. 

Done right, they drive traffic, conversions, and repeat customers. 

Done wrong, they drain your budget and leave you wondering what went wrong.

Whether you’re spending $500 a month or $50,000, your goal is the same: profitability. Not just clicks, and certainly not just impressions. You want to turn ad dollars into real, predictable revenue.

So how do top-performing e-commerce and retail brands make their paid ads work? 

What are they doing that you’re not? 

This guide breaks it down step-by-step, so you can start running profitable ads with confidence.

Understand Your Business Goals Before You Spend a Dime

Before you launch a single campaign, you need clarity on your audience and goals. Are you trying to boost first-time sales? Increase average order value? Each objective requires a different strategy and metrics for success.

  • If your goal is new customer acquisition, your campaigns might be optimized for reach, clicks, or conversions. 
  • If your goal is profitability, you’ll focus more on return on ad spend (ROAS), customer lifetime value (CLTV), and cost per acquisition (CPA).

Don’t fall into the trap of launching ads just to “see what happens.” Paid media works best when it’s part of a bigger strategy. So before you log in to Google Ads or Meta Ads Manager, get specific about what success looks like.

Know Your Numbers

If you want to run profitable paid ads, knowing your numbers is the foundation of your entire strategy. Without a clear understanding of your margins, break-even points, and how much you can afford to spend to acquire a customer, you’re essentially gambling with your ad budget. 

And in e-commerce, that can get expensive fast.

Let’s start with the most critical numbers you need to know:

  • Cost of Goods Sold (COGS). This is what it costs you to produce or source the product you’re selling, including manufacturing, packaging, and shipping to your warehouse (or dropshipping fees). If you’re selling a T-shirt for $30 but it costs you $10 to manufacture and another $5 to ship, your total COGS is $15.
  • Average Order Value (AOV). AOV is the average dollar amount a customer spends when they place an order on your site. If your total revenue for a given period is $10,000 and you had 200 orders, your AOV is $50. This number helps you understand how much revenue you can expect per customer interaction – and it’s key to setting realistic ad spend limits.
  • Gross Profit Margin. This is the percentage of each sale that’s actual profit before marketing and operational costs. Using the example above, if your product sells for $30 and costs $15 to produce, your gross profit is $15, or 50 percent. If your AOV is $50 and your average product costs $25, you’re working with a 50 percent margin overall. Higher margins give you more breathing room with your ad spend.

Your break-even ROAS tells you the minimum return you need on your ad spend to not lose money. It’s calculated by dividing 1 by your gross profit margin. 

So if your margin is 50 percent, your break-even ROAS is 2.0. That means for every $1 you spend on ads, you need to make $2 in sales just to break even.

For example, let’s say you’re running Facebook Ads and spending $1,000 on a campaign. If your break-even ROAS is 2.0, you need to generate at least $2,000 in revenue to avoid losing money. Anything above that is profit. Anything below that eats into your cash.

Once you know your numbers, you can reverse-engineer your ad strategy instead of throwing money into the void and hoping for results. For instance, if your AOV is low (say $25), you might struggle to profit from ads unless you have a very low COGS or high conversion rates. In that case, you might want to:

  • Bundle products to increase AOV
  • Offer free shipping thresholds (e.g., “Free shipping over $50”)
  • Upsell or cross-sell related products during checkout

On the other hand, if your AOV is $150 and your margins are strong, you have more room to compete in ad auctions, bid more aggressively, and test multiple audiences and creatives without instantly wiping out your profit.

A lot of beginner advertisers focus entirely on immediate return from ads. That’s understandable – but short-sighted. If you’re breaking even or slightly losing on the first sale, that might still be a smart move if you’re building long-term customer relationships.

That’s where Customer Lifetime Value (LTV) comes in. If you know that your average customer places three orders a year, each worth $60, then their LTV is $180. If you spend $40 to acquire that customer with your first ad, but earn $140 more over the next 12 months, that ad was extremely profitable in the long run.

Top e-commerce brands build their paid strategies around LTV-to-CAC ratio – how much they earn over time compared to what they paid to acquire the customer. 

A healthy ratio is usually 3:1 or higher. So if you’re spending $50 to acquire a customer, you want to earn at least $150 from that customer over time.

Once you understand your numbers, you can plan your ad spend with precision. You’ll know exactly:

  • How much you can pay to acquire a customer
  • How much you need to make per order to be profitable
  • What kind of ROAS you should target in your campaigns
  • When it’s time to scale or pull back

Let’s say you want to make $5,000 in profit this month, and your product has a 50 percent gross margin. That means you need $10,000 in sales. If your target ROAS is 2.5, you can spend up to $4,000 in ad spend to hit that goal. With those numbers in hand, you now have a roadmap for campaign budgeting, not just a shot in the dark.

Choose the Right Platforms for Your Audience

Every ad platform has strengths. But if you try to use them all at once, you’ll burn through your budget without learning much. Instead, pick one or two that align best with your business model and customer behavior.

If you’re selling visually appealing products like apparel, skincare, or home goods, platforms like Instagram and TikTok can deliver strong returns – especially with the right creative. If you’re focused on high-intent buyers, Google Search and Shopping Ads are goldmines. And if you’re targeting professionals or B2B retail buyers, LinkedIn may offer surprising results.

Test channels strategically. Start with the one that matches where your customers spend their time and scale from there. The best platform for you is the one where your ideal customers are already shopping, scrolling, or searching.

Nail Your Targeting

One of the biggest mistakes retailers make is casting too wide a net. You don’t want everyone to see your ad – you want the right people to see it.

On Google, this means targeting high-intent keywords that signal buying behavior. Focus on terms like “buy,” “best,” “free shipping,” or product-specific searches. On Facebook, Instagram, or TikTok, you’ll want to dial in your custom audiences using demographic data, lookalikes, interests, and behavior.

Don’t forget retargeting. Most people won’t buy the first time they visit your site, but retargeting brings them back when they’re ready. Set up ads that follow people who viewed a product, added to cart, or engaged with your brand but didn’t check out.

The more relevant your targeting, the more efficient your spend and the higher your return.

Invest in Scroll-Stopping Creative

Creative is the make-or-break factor in most e-commerce ad campaigns. You can have perfect targeting and the right product, but if your ad doesn’t grab attention in the first two seconds, it won’t convert.

Your creative needs to do three things quickly:

  1. Stop the scroll
  2. Spark interest
  3. Show value

Use high-quality product photos or videos. Show your product in action. Highlight a clear benefit or solve a specific problem. Incorporate customer reviews or user-generated content to build trust.

For paid social, test multiple creatives at once – video vs. image, UGC vs. branded, short-form vs. long-form – and let performance data guide your iterations. On search platforms like Google, focus on copy that’s compelling and packed with relevant keywords. Test different headlines and descriptions to see what gets the best click-through rate.

Use Landing Pages That Convert

Sending paid traffic to your homepage is a rookie mistake. You want every click to land on a page that’s designed to convert. That means fast load times, mobile optimization, and a clear call-to-action.

If you’re promoting a specific product, send users to that product page and not your full catalog. If you’re offering a bundle or a seasonal deal, create a dedicated landing page with copy, visuals, and layout tailored to that offer.

Remove distractions. Reduce friction. Make it stupid-easy for people to buy. The less effort it takes, the more sales you’ll see. And don’t forget to A/B test. Sometimes a simple tweak to your headline or CTA can double your conversion rate overnight.

Monitor Performance

Once your ads are live, your job isn’t done. In fact, this is where it really begins. You need to monitor performance regularly, looking at more than just the surface-level metrics.

Click-through rate (CTR) tells you how well your ad is capturing attention. Conversion rate shows how well your landing page is sealing the deal. ROAS tells you how profitable your campaign is. And CPA helps you compare efficiency across different products or audiences.

Watch for early indicators of success – or failure. 

  • If your CTR is low, your creative probably needs work. 
  • If people click but don’t buy, your landing page or offer may be off. 
  • If your ROAS is negative, it’s time to adjust your targeting, bidding, or pricing.

Treat your campaigns like living systems. Tweak, test, and improve them continuously.

Scale What’s Working, Kill What’s Not

Once you find a winning combination – an ad, offer, and audience that works – it’s time to scale. Increase your budget gradually while keeping an eye on performance. Scaling too fast can tank your results, so go step by step.

Duplicate high-performing campaigns to test new audiences or creatives. Experiment with upsells, bundles, or time-limited offers to increase AOV. Layer in email or SMS marketing to retarget paid traffic and drive repeat sales.

And just as importantly, don’t be afraid to kill underperforming ads. If something isn’t working after a reasonable test period, cut it. Your budget should be flowing to what works – not what you hope will work.

Focus on Lifetime Value

One of the biggest mistakes in paid advertising is chasing one-off sales without thinking about the bigger picture. Winning e-commerce brands think in terms of customer lifetime value.

If your first sale breaks even, that’s fine. (As long as you have a plan to turn that customer into a repeat buyer. ) You can use post-purchase emails, loyalty programs, and retargeting ads to bring people back.

At the end of the day, when you view paid ads as the beginning of a customer relationship – not the end – you unlock real long-term profitability. And at PPC.co, that’s where we want to help you! We offer industry-leading PPC management services for ecommerce and retail brands who want to stop wasting ad spend and start generating real ROI.

Contact us today to learn more!

‍

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