Articles, analyses, and operational notes from the Iscope team. Written for marketers and growth leaders who want sharper answers than "it depends."
LinkedIn is the obvious place to look when building a B2B list — millions of professionals, all their roles and companies, neatly organized. But turning that into a usable outreach list is harder and riskier than it looks. Here’s what you can …
Google Ads dominates the conversation, and Microsoft Advertising (formerly Bing Ads) is often dismissed as an afterthought. But for B2B specifically, Microsoft’s network has characteristics that can make it surprisingly valuable — if the additional management effort is justified. This article examines …
Google has pushed hard toward automated bidding, and many advertisers now wonder whether manual bidding is obsolete. The honest answer is that both have their place — automated bidding excels in some situations and struggles in others, and knowing which to use …
A falling PPC conversion rate is alarming and often mysterious — the same campaigns that worked are suddenly converting worse, and the cause isn’t obvious. But conversion-rate drops usually trace to a handful of recurring causes. This article walks through the six …
LinkedIn offers several ad formats for B2B, and they work in quite different ways — appearing in the feed, arriving in the inbox, or capturing leads natively. Choosing the right format for your goal is as important as choosing LinkedIn in the …
Negative keywords — the terms you tell Google not to show your ads for — are one of the most powerful and underused budget-protection tools in B2B PPC. The right negatives can eliminate large amounts of wasted spend on irrelevant clicks. This article explains …
PPC is often sold as the fast channel turn it on and leads flow but B2B PPC results actually arrive in stages over a timeline shaped by learning curves and sales cycles. Expecting instant results leads to premature cancellation; understanding the real …
When you hire an agency to manage your PPC, how they charge shapes their incentives and some pricing models actively work against your interests. Understanding the common fee structures, and the perverse incentives some create, helps you choose an arrangement that aligns …
Google Ads and LinkedIn Ads are the two dominant paid channels for B2B, and they work in fundamentally different ways — one captures existing demand, the other targets specific professionals. Choosing between them (or balancing both) is one of the most consequential …
“What’s the right Google Ads budget?” is among the most common B2B marketing questions, and the most common answer — “it depends” — frustrates everyone. But there’s real structure behind it: budget requirements are driven by your market’s costs and your goals, …