Griffin Byrne

Platforms inflate B2B conversion metrics by design, hiding the true performance of paid media.

View-through and click-through attribution answer different questions—read them together, not apart.

Connect Google Ads to your CRM to stop optimizing on the wrong metric.

Set up conversion tracking to protect lead quality from algorithmic drift.

Optimize ad spend by splitting campaigns based on business goals, not convenience.

Pooling conversion data across B2B campaigns lets Smart Bidding work with thin funnels.

Most B2B deals involve multiple buyers, but standard attribution models only credit the last click.

Upload your CRM data to reach the right buyers at each stage of their decision.

The 13% to 40% gap in MQL-to-SQL benchmarks isn't a data problem—it's a definition problem.

Dynamic number insertion reveals which ads drive qualified pipeline, not just cheap leads.

Negative keywords became B2B's last lever as Google's automation expanded targeting.

Customer Match and segmented remarketing are the only reliable paths to B2B pipeline quality.

Reach buying committees by treating accounts, not clicks, as your core metric.

Stage-specific Google Ads budgets beat one-size-fits-all percentages.

LinkedIn reaches B2B buyers before they search; Google captures them after they've already decided.

Allocate budget by buyer intent stage, not lead volume alone.

True AI agents in B2B marketing adapt decisions in real time, not just follow hardcoded rules.

Inconsistent UTM tagging silently misattributes campaigns to Direct.

Data-driven attribution needs clean data and long conversion windows to work in B2B.