24. [Topic Request] One Thing To Focus On in B2B Google Ads

30. The AI Advantage – How to Prepare Your B2B Marketing for AI with Better Data and Strategy

AI is changing B2B marketing fast. But better prompts won’t save bad data or weak strategy. In this episode, Louis and Maelien explore what marketers should focus on now to stay ahead as AI becomes more embedded in advertising platforms. They discuss why robust conversion tracking is the foundation of effective AI, the shift from channel-level optimisation to systems thinking, how integrating data sources can unlock better insights, and why independent thinking remains a critical competitive advantage. If you're preparing your marketing function for an AI-driven future, this episode offers a practical framework to help you focus on what matters most.⏱️

29. Grazing vs Dabbling – The B2B PPC Management Framework That Stops Wasted Optimisation Time

Great ads management isn’t about doing more work. It’s about having the right system behind it. In this episode, Louis and Maelien explore why operational frameworks are essential for consistent, high-quality performance marketing. They discuss the hidden cost of reactive account management, the difference between “dabbling” and “grazing” in ad accounts, and why the best frameworks create consistency without becoming rigid. You'll learn how to separate baseline optimisation from bespoke strategic work, spot issues earlier, and build a process that makes every hour spent in your ad accounts more valuable.

28. Don't Get Burned - B2B PPC Agency Red Flags Explained

Not all PPC agencies are created equal. In this episode, we break down the biggest B2B ad agency red flags — from overpromising and fake expertise to poor tracking, hidden data, account ownership issues, and “set and forget” management. You’ll learn what a healthy agency relationship should actually look like, how to spot warning signs before performance drops, and the questions to ask if something feels off. ⏱️ Chapters: 00:00 – Why some agency relationships quietly fail 01:15 – Overpromising and the “say yes to everything” problem 03:40 – Spotting fake expertise and testing agency credibility 04:50 – Ad account ownership and why it matters 06:00 – Reporting, conversion tracking, and hidden performance issues 07:20 – Techno babble, jargon, and unclear communication 08:20 – Complacency, constant handovers, and pricing red flags 11:20 – Budget pressure and when scaling ad spend makes sense 12:05 – What a healthy B2B agency relationship looks like

27. The Many Hats of a Modern B2B Performance Marketer

You can’t master everything in B2B marketing- so what actually deserves your time? In this episode, Louis and Maelien break down the core skill sets that drive real performance when you’re stretched thin. From technical setup to creative, analytics, commercial thinking, storytelling and CRO, they explore what to prioritise, what to outsource, and how to play to your strengths. If you’re juggling multiple hats, this gives you a clear framework to focus on what truly moves the needle.

26. Top 5 (Anniversary episode)

It's 1 year since we launched the podcast so as a recap- here are the 5 lessons that actually moved the needle this year. From finding the right budget (and why spending less can cost you more) to using lead friction to improve quality, this episode distils the biggest performance marketing insights from the past 12 months. You’ll also rethink attribution entirely — and why chasing perfect data is a losing game. If you want clearer decisions, better leads, and more predictable pipeline, start here.