The paid media lab
The paid media lab
Podcast Description
The paid media lab is a podcast for performance marketers who want fresh, innovative, and actionable strategies to maximize return on ad spend. In each episode, we speak to a leading paid media expert about the one strategy, approach, or tactic that has consistently delivered impressive performance improvements across their campaigns in recent months.
Presented by James Deeney and brought to you by Lunio, the go-to solution for combatting click fraud and invalid traffic.
Get more free PPC tools, webinars, and resources at:
https://www.lunio.ai/resource-library
Podcast Insights
Content Themes
The podcast covers a variety of themes related to performance marketing, including product feed management, Google Ads optimization, and advanced metrics like POAS vs ROAS. Episode highlights include discussions on how to optimize product feeds at scale, the implications of Google's changes on Performance Max campaigns, and insights on competitor bidding strategies.
The paid media lab is a podcast for performance marketers who want fresh, innovative, and actionable strategies to maximize return on ad spend. In each episode, we speak to a leading paid media expert about the one strategy, approach, or tactic that has consistently delivered impressive performance improvements across their campaigns in recent months.
Presented by James Deeney and brought to you by Lunio, the ultimate anti-IVT tool.
Get more free PPC tools, webinars, and resources at:
https://www.lunio.ai/resource-library
In this episode of the Paid Media Lab podcast, we speak to Sofia Akritidou – founder of ThinkWise Digital and seasoned B2B PPC strategist – to explore what’s really broken in B2B lead generation and how to fix it using smarter paid media strategies.
With over seven years of hands-on experience across Google Ads, LinkedIn, and paid social, Sofia shares actionable insights on improving lead quality, avoiding junk conversions, aligning keyword intent, and building campaigns that drive actual revenue, and not just vanity metrics.
Whether you’re running PPC campaigns for a SaaS startup, scaling paid media for a fintech platform, or trying to align marketing and sales on what a “qualified lead” really looks like, this episode is packed with tips to help you turn ad spend into closed-won deals.
Timestamps:
0:00 – Intro
2:07 – How Sofia became a B2B specialist
3:16 – What makes B2B Lead Gen different to B2C?
6:15 – Generating qualified leads from PPC
9:19 – Examples of key lead gen mistakes
10:43 – How to filter out unqualified leads
12:40 – Predicting when campaigns will bring poor leads
15:03 – Keyword intent classification tips
17:24 – Gated vs. Ungated content in B2B
20:00 – Moving prospects through the funnel
21:36 – Optimizing campaigns for qualified leads
24:01 – Which KPIs should you pay attention to?
25:17 – Lead Scoring advice
28:08 – LinkedIn Lead Gen campaign tips
32:05 – Final thoughts / outro
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