Paloma Ferro

Set up your GA4 conversion events to match actual buyer intent, not just form fills.

Learning periods in Google Ads cost performance while the algorithm resets itself.

Smart Bidding's confidence exceeds the conversion data B2B programs can reliably provide.

Marketing and sales need separate scorecards to stop arguing about the same leads.

Learn which AI actually runs your campaigns versus which just hands you suggestions.

Most B2B teams measure CAC wrong, then misread what the number actually means.

Lead source matters more than demographics in predicting which prospects will convert to sales.

How to organize asset groups by buyer intent instead of campaign convenience.

PMax optimizes for form fills, not qualified pipeline opportunities in B2B.

Most B2B teams optimize ad copy while ignoring landing pages, the heavier Quality Score lever.