Group Twenty Seven

02/02/2026

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?

01/14/2026

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.

01/06/2026

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:

12/29/2025

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.

11/21/2025

Want to thrive in the age of Google Ads AI Mode?

📌 You don’t need more keywords.
📌 You don’t need more control.
📌 You don’t need more budget.

What you do need is a strategic reset.

Here’s where to start:

1) Adopt an audience-first strategy

Forget guessing keywords. Start targeting the people who matter.Use CRM lists, retargeting segments, custom audiences, and lookalikes. Build intent signals before they hit search.

2) Streamline your keywords and embrace broad match

Yes, broad match. And yes, it works—if you set it up right with relevant landing pages, clear ad copy, and strong audience signals.

Broad match is no longer the wild west. It’s now one of the most powerful tools for expanding reach and uncovering high-quality queries.

3) Invest in high-quality landing pages

Weak or vague content confuses the system—and costs you money. Your pages should clearly communicate:

Who you are
What you offer
Why someone should care

Strong content doesn’t just convert users—it guides the algorithm to serve you better traffic.

4) Expand reach with paid social and YouTube

Trust and awareness don’t start at the search bar. They start on LinkedIn. On YouTube. In Shorts. In your audience’s scroll feed.

Streaming and scrolling aren’t just for B2C. They’re your chance to build brand familiarity long before a prospect converts.

5) Review hidden automation settings that drain performance

AI Mode is powerful—but the default settings in your Google Ads account can quietly drain performance if left unchecked.

TL;DR:
The new Google Ads playbook is leaner, smarter, and more strategic. It’s not about controlling every variable—it’s about creating the right signals and letting AI do its job.

The old keyword-based approach is breaking down. Shift your B2B PPC approach to match Google’s AI-first direction – without overspending.

11/18/2025

The pros (and cons) of working with a celebrity spokesperson.

We’ve seen B2B clients dramatically boost engagement with the help of a celebrity spokesperson. Their credibility and name recognition can be powerful.

But this approach isn't without risk.

✅ Pros

More visibility, higher engagement, and an instant trust boost if the celebrity aligns well with your audience.

One of our B2B clients recently partnered with a popular, well-known celebrity, and the engagement on our video ads has been transformational.

⛔ Cons

It can be costly. I don’t have the details of how my client landed their celebrity spokesperson, but I would imagine it would be cost-prohibitive for many brands.

There’s also the reputational risk if the celeb says or does something off-brand.

It’s also important to remember that celebrities rarely promote the content themselves. You’re still responsible for distribution.

If you have the budget and it makes sense strategically to hire a celebrity spokesperson, go for it. Just go in with eyes open.

In B2B, the best YouTube ads solve a problem, speak directly to a pain point, or explain how your product actually helps.

11/13/2025

If your entire ad strategy revolves around Google Ads, you might be missing out.

We often get better results with a multi-platform approach that combines Google Ads and LinkedIn Ads.

An example 👇

One of our clients was hesitant to try LinkedIn Ads. They thought it was too expensive for their budget. But after testing multiple strategies on Google Ads without hitting the results we wanted, we persuaded them to shift most of their budget to LinkedIn and away from their “performance” budget.

We took a two-pronged approach:

🔹 We used LinkedIn to target specific job titles to grow brand awareness while driving high-quality engagement to thought leadership style posts.
🔹 Meanwhile, we kept branded and PMax campaigns running on Google Ads to capture high-intent audiences and saw an increase in sign-ups

Together, the platforms supported multiple business goals:

✨ LinkedIn drove brand awareness
✨ Google Ads performance improved with more sign-ups

Instead of choosing one platform over the other, they worked hand-in-hand.

If your Google Ads campaigns feel stuck don’t be afraid to reposition your budget to something else like LinkedIn advertising to your platform mix.

The most successful B2B ad strategies balance immediate impact (like conversions) with future growth (like new users and brand lift).

11/10/2025

Thinking about expanding your Google Ads campaigns to multiple countries? 🌎 🤔

It sounds simple in theory — but it can get complicated fast.

Let’s say you want to launch in 10 new countries. At the very least, you’ll need a branded and non-branded campaign for each. That’s 20 campaigns out of the gate. Add in English versions of non-English campaigns, and that number balloons even more.

Managing that many campaigns isn’t just a logistical headache. It can also hurt performance. Spreading your budget too thin across dozens of tiny campaigns makes it harder to gather the conversion data Google needs to optimize.

So, what’s the solution? Careful planning and ruthless prioritization. Ask yourself:

❓ How many countries should you target?
❓ Which countries are the priority? Where would you benefit from growth the most?
❓ Which countries already have a strong brand presence? Does it need strengthening?
❓ Which countries have little to no brand awareness? Is building that brand awareness a priority?
❓ Which countries have high engagement? Is that engagement sufficient? Or do you want to build on it?
❓ Do some countries have budgetary constraints?
❓ Is there enough local sales support in the countries you choose?
❓ What does the competitive landscape look like in each market?

Expanding your Google Ads campaigns internationally can absolutely pay off — but only if you approach it strategically. Choose your markets wisely and keep your campaigns organized.

Expanding internationally is a balancing act, but with the right strategy you can expand your Google Ads program globally.

11/07/2025

Want to reach your competitor’s audience — without bidding on their brand name?

You totally can.

With custom audience segments in Google Ads, you can target people who visit your competitors’ websites. No interest categories or guesswork — just straight-up connecting with folks already exploring your industry.

Here’s how it works:
🔸 Your competitor’s site gets traffic from people researching solutions like yours.
🔸 You create a custom audience targeting those URLs.
🔸 Your ads start showing up to those same people across Google’s ecosystem like partner sites and YouTube

This is a game-changer for longer sales cycles, where buyers can take their time evaluating options. By staying visible throughout their research journey, you can gently nudge them toward your brand — without kicking off a messy bidding war.

There are options to reach your competitor's audience without bidding on their brand name.

11/04/2025

If your entire B2B Google Ads strategy is built on search campaigns alone… that is a 🚩

AI Mode is pushing us into a new paradigm—and focusing only on keywords and lead forms will leave you behind.

Today’s best-performing advertisers show up across all four S’s:
🔹 Stream
🔹 Scroll
🔹 Search
🔹 Shop

Search is still valuable—but it’s just one part of the journey.

Brand recognition and trust are built upstream. That’s why we encourage B2B advertisers to create two budgets:

1) One for performance (search, shopping, lead gen)
2) One for presence (video, display, paid social)

Fortunately for us, AI-forward campaigns make it easier than ever to build awareness and demand across the full funnel.

The old keyword-based approach is breaking down. Shift your B2B PPC approach to match Google’s AI-first direction – without overspending.

10/30/2025

B2B marketers are finally warming up to YouTube — and it’s about time.

If you're B2B is considering getting started with YouTube advertising, here are answers to the questions you're probably asking:

Do you have to advertise with video?

Technically, no — you don’t have to do anything. But if you're ignoring YouTube as an advertising channel, you’re likely missing out on one of the most effective platforms for reaching your audience.

Where should you start?

Begin by aligning expectations.

Even the best one-minute video isn’t going to close a complex B2B deal on its own. What it can do is start a conversation, educate, and build trust — the things that actually move buyers through a long sales cycle.

What kind of video content do you need?

It’s tempting to default to “sales pitch” mode and talk AT your potential customers instead of TO them, but the most effective B2B video content does three things: answers questions, builds trust, and educates.

How professional do our videos need to be?

There’s no one-size-fits-all answer. Some marketers suggest going for a more casual, “authentic” look — and that can work. But it’s not always the better option.

Let performance, not assumptions, guide your production choices.

How long should your videos be?

This is the question we hear most — and the answer is: it depends.

Often, your best approach is to shoot longer videos that you can repurpose. Think of it like writing a blog post — you start with a long-form piece and then slice it into smaller social snippets. That same logic applies here.

The bottom line?

YouTube isn't just for B2C brands. It’s a smart, scalable channel for B2Bs ready to meet their audience where they already spend time.

In B2B, the best YouTube ads solve a problem, speak directly to a pain point, or explain how your product actually helps.

10/27/2025

For years, brands have been laser-focused on performance marketing — chasing immediate sales and quick wins.

But that mindset is starting to shift.

According to Marketing Brew’s 2025 Advertising and Marketing Report, 47% of marketers now prioritize balancing brand awareness with customer acquisition. Why? Because brands are slowly realizing that short-term wins alone aren’t sustainable.

It makes sense:
👉 A strong brand drives future performance
👉 Awareness campaigns support the customer journey

When you only focus on short-term metrics like revenue, you risk neglecting the factors that contribute to long-term growth.

The most successful B2B ad strategies balance immediate impact (like conversions) with future growth (like new users and brand lift). That’s why we often recommend combining Google Ads with LinkedIn Ads.

The shift is happening — and the brands that embrace a more balanced approach will be the ones that win in the long run.

The most successful B2B ad strategies balance immediate impact (like conversions) with future growth (like new users and brand lift).