High-Spending B2B Account? The First Problem I See. - Group Twenty Seven While there is literally not a wrong or right way to do things, leaning on a rep can often result in achieving unintended results.

grouptwentyseven.com/high-spendin...

I asked who was managing a seven-figure ad account.

The answer? "Our Google rep."

That's not a strategy. That's a problem.

Here's what I learned from three high-spend audits this year: The First Problem I See

High-Spending B2B Account? The Third Problem I See. - Group Twenty Seven To maintain market leadership high ad spend B2B companies need to find balance between awareness (long-term) and action (short-term) strategies.

Spending six or seven figures on ads? I conducted three major audits for B2B companies, and all had the same underlying problem: overreliance on the wrong things.

Here’s what I found: https://bit.ly/4tjByvf

If you're still running 100% keyword campaigns, here's what you need to know: Why B2B Brands Are Shifting From Keywords to Performance Max.

@sengineland

"I tried Performance Max and it didn't work."

I hear this constantly. But here's the thing: PMax six months ago isn't PMax today. The platform has evolved for the better.

Dismissing it based on old testing is forfeiting growth.
https://bit.ly/3L9pQCd

@sengineland

AI-forward campaigns thrive on multi-channel, multi-asset flexibility.

That means your brand isn't just present — it's relevant.

Ready to see how the 4S Framework builds brand trust and drives results?

When you show up consistently across search, scroll, stream, and shop you're not just advertising. You're building trust that your brand exists, matters, and can solve problems.

That's the foundation of the 4S Framework.

I recently sat down with Google to talk about lead generation.

The biggest shift I'm seeing? Customer journeys have completely changed. People search, scroll, stream, and shop.

That's why I like the 4S Framework. Here's how it works:

"Getting out of your comfort zone" sounds scary.

But here's the thing: meeting customers where they actually are just makes sense.

The 4S Framework shows you how to do it.

Your customers aren't just searching anymore.

They're scrolling through LinkedIn. Streaming videos on YouTube. Shopping across platforms.

If your ad strategy only covers one of those behaviors? You're missing opportunities to build trust.

Not sure how? Embrace the 4S Framework.

B2B marketers: it's time to take YouTube seriously 🎥

Short vids won't close deals - but they can educate, build trust & spark convos.

✅ Content: answer Qs + teach
✅ Style: let results guide
✅ Length: repurpose long → short

YouTube isn't just for B2C. 🚀

🌍 Going global with Google Ads? It can get messy — but it doesn’t have to.

✅ Score & prioritize markets
✅ Don’t go too granular (machine learning needs data!)
✅ Ruthless planning = scalable success

Get our top tips 👉 https://bit.ly/3FfUHu7

@themarketinganu.bsky.social we need an ai max version of this now 🙃

"🎯 Want to reach people just like your best customers?

Google Demand Gen campaigns use your 1st-party data to build lookalike audiences & show ads across:

📺 YouTube
📰 Discover
📩 Gmail
🎯 Shorts

Show up for people who are already a lot like your best-fit buyers.

yes, good for you.

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great insights and leading strategies to keep in mind for 2025!