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+ campaigns — Use broad targeting with diversified creative, and feed server-side conversions so the algorithm optimizes on real outcomes.
• Google Ads — Performance Max — Set conversion goals and audience signals, and exclude brand terms so PMax doesn't claim demand you already own.
• LinkedIn Campaign Manager — Target by company, job function, and seniority; respect minimum audience sizes and use Lead Gen Forms for low-friction capture.

When to Use