Selecting specific companies to focus sales and marketing activity on, based on fit, intent, and strategic priority.

A limit on how often a person sees your ad in a time period to reduce fatigue.

The lookback period used to determine which prior touchpoints should receive credit for a given conversion or deal.

Choosing the specific roles, companies, and segments you want ads or outreach to reach.

Customer acquisition cost — the total spend on sales and marketing divided by the number of new customers acquired in that period.

An audience with no prior exposure to your brand that requires clear positioning and strong proof before engaging with your offer.

The defined time period after an ad click or impression during which a conversion is attributed to that specific ad interaction.

Cost per lead — the total spend required to generate one lead from a specific channel or campaign.

The visual or written content used in an ad or campaign, including images, copy, headlines, and calls to action.

Declining ad or message performance caused by repeated exposure to the same creative with no variation or refresh.

Testing ad creative variations to improve attention and conversion without changing targeting.

Click-through rate — the percentage of people who click a link, ad, or CTA after seeing it, used to measure relevance and message strength.

A targeting list built from your data, like site visitors or customer lists.

The average number of times a person sees your ad. High frequency can cause fatigue.

Google's paid advertising platform allowing businesses to show ads in search results and across the Google Display Network.

The period during which an ad platform's algorithm optimises delivery based on early performance data, typically the first 50-100 conversions.

Paid campaigns on LinkedIn used to reach specific B2B roles and accounts with targeted offers.

An audience built from a seed list to find similar people on an ad platform.

Running variations of an offer — different CTAs, formats, or incentives — to identify which version drives the best conversion rate.

Paid advertising on Reddit that allows B2B marketers to reach niche communities and technically minded audiences at scale.

Serving targeted ads or messages to prospects who have previously engaged with your brand, reinforcing your offer and keeping you top of mind.

Showing ads to people who already visited your site or engaged, to improve conversion and recall.

The defined time period during which a user who visited your site or engaged with your content can be served retargeting ads.

Return on ad spend — the revenue generated for every unit of currency spent on advertising, the core efficiency metric for paid campaigns.