From the notebook
Paid Media & Measurement
Paid media is more than an audience and an ad, despite what the campaign setup screen suggests. The result depends on how the message, landing page, tracking, and follow-up work together, and whether the team can tell a useful lead from a cheap one.
This category covers the practical side of B2B paid acquisition and measurement: LinkedIn Ads, campaign structure, UTM conventions, and the small operational decisions that decide whether reporting is still useful after launch day.
What tends to show up here
- B2B targeting and campaign design
- Tracking conventions that teams can maintain
- Measurement tied to lead quality
Notes on Paid Media & Measurement
LinkedIn Ads for B2B: Targeting, Budget, Retargeting and Mistakes
A practical LinkedIn Ads guide for B2B marketers: when the channel fits, how to think about budget and targeting, and how to avoid wasting spend.
UTM Tracking Best Practices: Why Campaign Tracking Breaks
A practical guide to UTM tracking best practices, naming conventions, GA4 reporting, clean examples, and the small mistakes that break campaign attribution.