Advertising Operations Manager at Web Marketer | Google Ads | Facebook Ads | Microsoft Advertising

Hi, I’m Joe Williams, a digital marketing professional with over eight years of experience driving measurable growth through Pay-Per-Click (PPC) and Paid Social strategies.

Currently, Performance Lead at Ziggy, a demand generation agency for ambitious tech brands, I help scale B2B revenue through data-led campaigns across Google, LinkedIn, Bing, and emerging platforms like StackAdapt. I've managed large-scale monthly budgets and delivered results for clients ranging from high-growth startups to global enterprises.

With a strong focus on results, team leadership and strategic thinking, I'm passionate about helping brands reduce customer acquisition costs and accelerate pipeline growth.

If you're running LinkedIn campaigns, you've likely nailed awareness at the top of the funnel. But what happens next is where most PPC strategies fall apart.

The middle-of-funnel is where intent builds and converts, and Document Ads with Lead Gen Forms are your secret weapon.

- Document Ads (Intent Build): You're retargeting warm audiences, people who've watched 50%+ of your TOFU video, visited your product pages, or engaged with your content. They're interested, but not ready to buy. A Document Ad gives them something valuable to engage with: a guide, case study, or framework: low commitment, high value. You're staying top of mind while building trust.

- Lead Gen Forms (Lead Capture): Now they've consumed your document. They're visiting your site repeatedly. This is when you swap "Learn More" for a Lead Gen Form. No landing page drop-off. Just clean conversions from genuinely warmed-up prospects.

The mistake most teams make? Jumping straight from awareness to demo requests. You're asking for too much, too soon. MOFU is about nurturing intent, not forcing it.

Layer your retargeting. Use Document Ads to educate at 30, 60, 90 days. Use Lead Gen Forms to capture when they're ready. Test audiences who've hit multiple engagement thresholds, video views AND website visits AND document downloads.

If your LinkedIn campaigns aren't converting, the issue probably isn't your creative. It's your lack of a proper MOFU strategy.

Joseph Williams

Performance Marketing Lead | PPC & Paid Social Specialist | Driving Scalable Growth for B2B & B2C Brands

Unit 9 Hyrox sim: 59:07. Great event and looking forward to Cardiff in May.

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Is your PPC team experimenting with AI yet?  I've been spending time recently testing and learning how AI prompts, skills, and agents can actually work in practice for paid search.

Here's what I'm currently putting through its paces with Claude:

- Negative Keyword Analysis: Identifying wasted spend faster than any manual review ever could.
- Competitor Gap Analysis: Spotting where rivals are showing up and we're not, and understanding why.
- Landing Page Audits: Getting a quick, structured view of where pages are winning or losing the conversion battle.
- Quality Score Tracker: Keeping a closer eye on the signals that affect what we pay per click.

It's early days for me, but the potential to save time is genuinely exciting. If you haven't started experimenting yet, now's the time. 

What are you testing at the moment? I'd love to hear what's working for others.

If you're running awareness and remarketing campaigns at the same time without setting up exclusions, you're wasting money. It's one of the most common mistakes I see in LinkedIn advertising, and it quietly hurts your performance.

Cold awareness campaigns are designed to reach people who have never heard of you. But if your remarketing audiences are still sitting inside that cold audience, you're paying to show ads to people you've already reached. You're not reaching new people, you're just re-reaching the same ones. 

What does it do to your performance?  

- Your cost per new person reached goes up, because a chunk of your budget is being spent on people who already know you.
- Your data gets skewed. People who already know your brand are more likely to engage, so your metrics look better than they actually are. You end up making decisions based on numbers that aren't accurate.
- Ad frequency creeps up. The same people are seeing your awareness ads on top of the remarketing ads they're already being served, which leads to ad fatigue and a worse experience for them.

When you exclude them, your budget goes where it's supposed to, towards genuinely new people. Your cost per new person reached drops, your performance data becomes reliable again, and you stop wasting impressions on people who already know you.

It's a small change that can make a big difference. If you haven't set it up yet, it's worth doing straight away.

If you're running lead gen campaigns and not testing LinkedIn Message Ads, it might be worth adding them to the mix.

Here's why:

1. You're reaching people who already know you. Remarketing means your audience has already interacted with your brand. A well-timed message in their inbox, not a banner they scroll past.

2. It feels personal, Message Ads land directly in LinkedIn inbox, making them feel more like a one-to-one conversation than a traditional ad. For B2B lead gen, that tone can be the difference between a click and an ignore.

3. You control the conversation. A single, clear CTA. No distractions, no competing ads on the page. Just your message and a decision to make.

LinkedIn's audience targeting is already strong. Pair that with remarketing and Message Ads, and you've got a strong combination for lead gen and hitting lead targets.

What's your experience been with Message Ads?

Your Google Search campaign is at 0% Search Lost IS (Budget). Now what? If you're seeing 0% lost impression share due to budget on a Search campaign, you've got two options, and most PPC teams pick the wrong one.

Option 1: Increase your budget: Seems obvious, right? But here's the thing, just because you can spend more doesn't mean you should. If your campaign is already maxing out its budget without losing impression share, adding more budget won't magically unlock better performance. You'll likely just end up spending more on the same traffic.

Option 2: Check your Search Lost IS (Rank): This is where the real opportunity sits. If you're losing impression share to rank, you're missing out on clicks, not because of budget, but because your ads aren't competitive enough. Here's what to look at:

- Audit your negative keywords exclusions
- Review search term reports
- Refine match types
- Segment by intent 

The goal isn't to spend your entire budget. It's to spend it on the right traffic.

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Joseph Williams's Linkedin Analytics

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Joseph Williams's Best Posts (last 30 days)