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Practical answers.
Short, specific answers to the questions marketers ask about paid media and growth.
What is demand generation, and how is it different from lead generation?
Demand generation builds interest in a problem and a brand over time. Lead generation captures people who are ready to act now. Most growing companies need both, in the right order.
What does an engineering background bring to performance marketing?
An engineering mindset helps marketers test one variable at a time, measure outputs, and treat campaigns as systems. Here is how that thinking shows up in everyday ad work.
How should you structure a Google Ads account for a B2B SaaS company?
Split campaigns by search intent, not by product features. Keep brand and non-brand traffic apart, name everything consistently, and track a qualified conversion so the account learns what good looks like.
When do LinkedIn ads make sense for B2B lead generation?
LinkedIn ads work best when job title, seniority and company are the targeting that matters, and the offer is worth a professional's time. They are rarely the cheapest channel, so judge them on quality.
How do you find where your marketing funnel is leaking?
Work backwards from revenue, measure the conversion rate between each stage, and fix the biggest drop first. Many leaks sit in the handoff between marketing and sales, not in the ads.
What is the difference between last-click and data-driven attribution?
Attribution decides how credit for a sale is shared across the touchpoints that led to it. Last-click gives all the credit to the final step, while data-driven models spread credit based on patterns in your conversions.
What should you track first with Google Tag Manager?
Start with the conversions that matter to the business: form submissions, bookings and purchases. Then add scroll depth and key clicks, and keep a simple naming system so the setup stays readable.