Paid Advertising

Overview

Paid advertising is a dial, not a switch. Start small, measure everything, double down on what works. B2B advertising is fundamentally different from B2C — smaller audiences, higher CPCs, longer conversion cycles. Platform selection matters more than budget size.

This skill covers platform selection, budget allocation, campaign structure, and measurement across the four major B2B ad platforms plus programmatic.

Authoritative Foundations

• Meta Advantage+ Framework — Shapes deliverables for this skill — Paid advertising is a dial, not a switch.
• Google Performance Max — Shapes deliverables for this skill — Paid advertising is a dial, not a switch.
• LinkedIn Campaign Manager — Shapes deliverables for this skill — Paid advertising is a dial, not a switch.

When to Use