Gerard Moussault

Pretty shocking developments in paid search for B2B: • Advertising on Google became 29% more expensive in one year (29% CPC increase for non-branded keywords) • People click 26% less on Google search ads compared to a year ago (CTR decreased by 26 % - probably because AI results push paid results down) Nevertheless, B2B businesses are still spending 44% (!) of their budget on Google Search Ads. Meanwhile, ChatGPT is building its advertising functionality: in 2026 free users are expected to see search ads. Currently ChatGPT is hiring a paid marketing platform engineer to build this functionality. TL;DR:  Marketers are paying more for less on Google, while the next ad platform is being built under their noses. *Data by Dreamdata

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“I spend $4.5k/month on Google Ads… but I have no idea if it’s working.” A real quote from a message on LinkedIn last week. And honestly? Not uncommon. Here’s why this happens (even with a decent-looking campaign): ❌ No clear conversion tracking - phone calls, form fills, chats? Zero data. ❌ Optimising for clicks, not leads - high CTR ≠ high intent. ❌ Google Ads account and website aren’t speaking the same language. ❌ No idea what success looks like - no targets, no benchmarks, just spend. Want to fix it? ✅ Track real conversions - not just traffic. ✅ Use call tracking tools and CRM integrations to close the loop. ✅ Set up clear KPIs: CPL, conversion rate, ROAS - and actually review them. ✅ Align ad copy with landing pages - same message, same offer. Google Ads isn’t a “set and forget” platform. If you don’t know what you’re looking for, it’ll happily spend your money - without telling you what you got back. #GoogleAds #PaidSearch #PPC

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"I never look at Google Analytics anymore" a CMO in a €40mil B2B company told me. She's not alone in this. Out of my 10 last projects with B2B marketing leaders, half rarely log in to their analytics tools. Why? Because: ▪️ The data is a mess ▪️ Lots of dashboards no one looks at ▪️ Marketing, sales and finance look at different data ▪️ Every tool gives a different number for the same KPI ▪️ Data shows what's easy to measure, not what impacts the business ▪️ What do you even track when the sales cycles are so damn long? How do you fix it? Albin Yngve shared these tips at our B2Breakfast: 1) Audit your reporting ▪️ Open your dashboards and ask: which metrics drive decisions? ▪️ If the answer is nothing, remove them. 2) Build strong foundations ▪️ Reduce the complexity of your data stack. ▪️ If data doesn’t support decisions, it’s a distraction. 3) Prioritise business value ▪️ Define the decisions you want to enable. ▪️ Translate marketing activity signals into business impact (pipeline, revenue, LTV). 4) Accept imperfection ▪️ No single tool solves everything. ▪️ You'll never see 100%: the dark funnel is real. The data game gets hard when the sales cycles are long. Take a critical look at your data foundation, and move beyond what's easy to measure. 👉 If it doesn't connect to business impact, it's a distraction. Can you relate to the messy B2B data? How are you fixing it?

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This pricing tweak made €300K+ in extra revenue: Most brands display discounts wrong - and it’s killing conversions. We ran a simple test: showing the original price next to the discounted price. The result? +3.6% in revenue with 0 extra ad spend. Here’s how to display prices (for high conversion rates)

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294 hook templates to help you crush Q4 2025. This is not another stupid "hook swipe file." This is a curated collection based on: → High-performing ads we made last Q4 → High-performing ads we made this year, with gifting / BFCM versions → Hand-selected organic videos from TikTok & IG reels Each hook template has 3 versions: → Original version → AI-generated gifting → AI-generated Black Friday / Holiday version Thanks to Claude, I organized everything by category: → POV Scenarios → Question Hooks → Gift Templates → Authority / Expert → Urgency / Time-Sensitive PROBLEM THIS SOLVES: Most brands recycle the same tired "Black Friday Sale!" hooks that everyone else is using. Your audience is in scan mode the next 2.5 months. They're looking for specific reasons to buy, but drowning in identical messaging. WHY THIS IS CRITICAL: During peak shopping season, your hook isn't just competing for attention. It's competing against every other brand trying to get into someone's cart. The psychology shifts from "maybe I need this" to "give me a reason to buy this RIGHT NOW." Here's What You Get: ✅ 294 hook templates ✅ Organized by category, type, and use case ✅ Black Friday urgency hooks that don't sound desperate ✅ Peer authority hooks to establish common ground ✅ PSA-style announcement frameworks All categorized. All battle-tested or hand-selected. All ready for the videos you should be shooting in October to launch in November. Want the full spreadsheet? 1. Comment "HOOKS" below 2. Like this post 3. Make sure we're connected so I can send the link Jake Abrams P.S. I'm sending the link to anyone who comments by Tuesday.

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If your SaaS ad design is still a screenshot in a laptop… you’re already invisible. Most B2B SaaS creative looks the same: → A product UI mockup stuffed inside a laptop or browser frame. → A couple of headlines and arrows pointing at features. → That’s it. The problem? Nobody stops scrolling for another generic dashboard. It’s expected. It blends in. It doesn’t move emotions or tell a story. Here’s what to experiment with starting this month: 👉 Human context > UI frame Show the outcome in action: the marketer saving time, the engineer unblocking work, the CFO smiling at a report. 👉 Metaphor visuals Replace dashboards with bold metaphors: broken chains, overflowing inboxes, clean vs. messy desks. Visuals people feel. 👉 Social proof first Customer logos, quotes, and metrics front and center. Let others sell your product. 👉 Motion + contrast Animations, bold typography, and disruptive color blocking beat flat UI shots every time. 👉 UI as supporting actor When you show product, isolate *one* key feature or outcome. Don’t cram the entire platform into a mockup. B2B SaaS SaaS buyers don’t buy “screens.” They buy relief from pain. They buy better outcomes. Stop hiding behind laptop mockups. Start designing for attention. —- B2B SaaS companies, need high-performing ad creatives like this one we designed for Instantly.ai ? Check out Hey Design. 

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[Stop following English-market SEO advice if you're not in English markets] Most waste months implementing "proven" SEO strategies... That were designed for completely different markets. All I see is gurus preaching topical authority and EEAT signals... But my podcast guest Niels Zee targetes Dutch users who don't care about those factors. Here are some facts: 🔵 Different markets have different algorithm weights 🔵 What works in the US fails in smaller GEOs 🔵 Competition levels vary drastically by language 🔵 Local search behavior patterns differ 🔵 Domain authority means nothing in some markets Before copying ANY strategy, ask: ✅ What market is this expert operating in? ✅ How competitive is their niche vs. mine? ✅ What's their site size compared to mine? ✅ How long have they been in business? ✅ What's their traffic volume and source mix? The algorithm isn't the same everywhere. Context is everything in SEO. What works in your market might be completely different from what you're reading online.

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