The 10% rule that can save you thousands in online Ads
Before spending one more dollar on ads, read this and find out if your strategy is missing something. This can save you thousands and many headaches.
6 things SMBs miss in their PPC strategy
📊 Social ads for B2B: Underrated but effective
Despite the perception that TikTok or Meta are only for consumer audiences, custom audience uploads make them powerful B2B tools. Upload your email lists, build precise audiences, and reach decision-makers at ~10% of the cost of direct PPC.
With NachoNacho, you can get up to $6,000 in TikTok ad credits to try this channel and see for yourself. Learn more about this deal here.
💸 Microsoft vs Google: Don’t miss out on advertising opportunities
Microsoft Copilot is now integrated into Office, Bing, and other products, which means that the Microsoft ecosystem now includes native ad placements.
Performance on Microsoft can often be 20-40% stronger than on Google, although with lower volumes. A good starting point for many businesses is a 50/50 or 60/40 budget split, then reallocating spend based on results.
Microsoft also offers a unique advantage to get more affordable LinkedIn advertising:
- LinkedIn audience targeting directly within Microsoft Advertising. This allows you to reach job roles and industries outside of LinkedIn’s expensive ad platform.
🎯 SMBs vs. Enterprises: Different challenges, same goals
While enterprises have larger budgets and can afford broad awareness campaigns, SMBs must be hyper-targeted and precise. Smaller budgets mean:
- Getting tracking and technical setup right is critical.
- Niche targeting should come first, before expanding.
- Every data point must be used carefully to inform optimizations.
In both cases, success comes from patience, discipline, and clear KPIs.
📈 Smarter KPIs for long sales cycles
Retailers with short sales cycles can track ROI directly through revenue. But for B2B companies, buying cycles can be 6-24 months long. So you can’t measure success the same way. You must rely on leading indicators such as:
- Bounce rate
- Time on site
- Form fills and micro-conversions
🔺 The top 10% / bottom 10% rule
When managing campaigns, focus on the extremes:
- Cut or fix the bottom 10% of underperformers.
- Scale the top 10% of high-performers.
- Let the middle 80% sort itself out naturally over time.
📚 Keep learning
Check out our recent NachoTuesday webinar featuring Nate Burke, CEO at Diginius, to learn about the smartest PPC strategies for small to mid-sized businesses. Click below to watch the full video.
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Best,
The NachoNacho Team
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