Growth playbook

Paid advertising

Understand the B2B paid ads landscape and learn how to choose, structure and optimise campaigns across every major platform.

Paid advertising

Chapters

1
Chapter

Calculate what you can afford to spend

Estimate your cost per lead or cost per acquisition to know what traffic channels are financially viable.

2
Chapter

Define your audience & campaign hook

Create high-performing audiences based on firmographics, behaviour and funnel stage so your budget hits the right people.

3
Chapter

Commit and launch your primary channel

Get a structured overview of common B2B traffic channels, grouped by type and how they behave.

4
Chapter

Set up your campaign structure

Structure your ad campaigns to test systematically, spend wisely, and scale what works.

5
Chapter

Scroll-stopping ad creatives

Ad creative determines whether your audience stops to look or keeps scrolling past.

6
Chapter

Optimise or new channel

Know when it’s time to expand your traffic mix versus going deeper on what’s already working.

Google Analytics

Google AnalyticsGoogle Analytics

Google Analytics helps B2B marketers automate tasks with clarity.

Introduction

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Free resources

Level up your B2B marketing game

Watch my screen and follow the exact 12-step framework I have taught to 1500 marketers, turning small ad budgets into big results.

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Free course

45 min

English, Dutch

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Breakthrough Advertising
Book summary & review

Breakthrough Advertising

Eugene M. Schwartz

Learn timeless principles of ad psychology to create campaigns that resonate deeply and drive sales.

Traction (channels)
Book summary & review

Traction (channels)

Gabriel Weinberg

Discover the 19 traction channels that successful startups use to systematically acquire customers and scale efficiently.

Hacking growth
Book summary & review

Hacking growth

Sean Ellis

Learn the growth hacking frameworks that power today’s fastest-growing companies by testing, iterating, and optimising strategies.

Wiki articles

Go to wiki
Wiki

Cost-per-X

Master CPM, CPC, CPA for smarter ad spend.

Wiki

Click-through-rate

Optimise CTR to improve engagement and drive actionable user responses.

Wiki

Call-to-Action (CTA)

Craft CTAs that drive engagement and action across platforms.

Wiki

Customer journey

Map and refine each touchpoint to create seamless, engaging customer experiences.

Wiki

Paid social advertising

Show simple ads to your ideal buyers so they discover you early.

Wiki

Paid search

Harness the power of Search Engine Advertising for fast, measurable growth.

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Further reading

Replace random tactics & traffic spikes with solid B2B growth

Short videos and plug-and-play templates teach you the full 14-week growth plan. Study when it suits you and launch the cycle at your own pace.