Your Google Ads dashboard says you got 47 conversions last month at a £38 cost per acquisition. Healthy numbers. Smart Bidding is dialled in. You’re celebrating. Then your sales team tells you that 12 of those 47 leads were spam, 8 were tyre kickers and 6 were friends-and-family. Of the 21 that were real, 4 became customers. Your real cost per customer was not £38. It was £447. And Google’s algorithm has spent the last three months optimising your campaigns to deliver more of the wrong people. This is the single most expensive conversion tracking mistake in SME Google Ads. It’s the gap between what Google counts as a conversion and what your business actually closes. The mistake costs the average SME advertiser around £4,000 a month in wasted ad spend, optimising against the wrong number. This guide explains why this happens, how Smart Bidding actively makes it worse, and the offline conversion tracking setup that fixes it. What’s Actually Being Tracked In Most SME Google Ads Account...
Microsoft owns LinkedIn. That single fact creates one of the most under-used B2B advertising opportunities of the last decade. Microsoft Ads is the only major paid search platform that lets you target buyers by their LinkedIn job title, their LinkedIn company and their LinkedIn industry directly inside the campaign settings. Google Ads can’t do this. Google doesn’t own LinkedIn and doesn’t have access to that data. So the buyers you’ve spent years trying to reach on Google through clumsy demographic proxies are sitting in plain sight on Microsoft Ads, identifiable by exact job title and exact company. Almost no SME B2B advertiser is using this. Most don’t know it exists. The ones who do are running ads at 30% to 50% lower CPCs than Google for the same buyer, against dramatically less competition. This guide explains how LinkedIn integration in Microsoft Ads actually works, when it’s the right channel for your business, and how to set it up properly. What Microsoft Ads Is And Why It M...