Jorg Buteijn

Hidden costs of leads: how to calculate and reduce expenses Imagine you have 100 euros per day for advertising on Google. You pay 3 euros for each new contact (lead). Additionally, you spend 100 euros on managing the advertising campaign (for example, on employee salaries, tools, etc.). The final cost per lead (CPL) will be as follows: - Advertising budget: 100 euros - Cost per lead (CPA): 3 euros - Campaign management costs: 100 euros Thus, one lead will cost you 6 euros. CPL = (100 euros for advertising + 100 euros for management) / 33 leads = 6 euros Second scenario: reducing the advertising budget Now imagine that you decide to reduce the advertising budget and spend only 50 euros per day. The average cost per lead remains 3 euros, but the management costs are still 100 euros per day. What happens? You attract fewer leads, but the management costs remain the same. Now the final cost per lead becomes 12.50 euros. CPL = (50 euros for advertising + 100 euros for management) / 12 leads = 12.50 euros This is a clear example of when the advertising budget becomes insufficient to maintain a profitable cost per lead. If you are a small company with a limited budget, this problem is easy to notice. You need to ensure that the advertising and other marketing expenses are not disproportionate to the results. However, if you are a large business with a bigger budget, it might be harder to determine how much you need to spend in order to: 1. Not overpay for leads. 2. Increase market share. What is SOV and why is it important? To understand how much to invest in marketing calculate the SOV (Share of Voice) — a metric that compares your advertising spend to your competitors. In simple terms, it’s your "share of voice" in the overall advertising activity in the market. SOV = (Your brand's advertising spend / Total market advertising spend) * 100% Knowing your SOV helps answer an important question: How much do you need to invest to maintain or increase your market share? This will help you not only reduce the cost per lead but also strengthen your position in your niche. Market-wide advertising spend data is usually difficult to obtain directly, but there are special tools for competitor analysis and market research. These services can help estimate how much your competitors are spending and forecast how much you need to spend to remain competitive. Many business owners don’t consider all the expenses involved in attracting customers: not just the advertising costs, but also employee salaries, tools, agency fees, and other expenses. The cost per lead is more than just the cost per click on Google. Have you calculated the full cost per lead for your business?

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Hey marketing mavens! 🕶️ Did you notice a pop-up in Meta about connecting GA4 directly from the platform? If so, you’re part of a very limited beta roll-out! 🎉 𝐌𝐞𝐭𝐚 & 𝐆𝐀4 Native Integration: Now in Beta! Big shoutout to Tika Spijkerman for spotting this gem. Haven’t seen it live yet, but here’s the gist: Meta claims you can now link your GA4 account in just 5-10 minutes. Just log in, set your preferences, and boom—done. Sounds too good to be true? Let’s break it down. For those of us who live and breathe data, here’s what this integration promises: 1. Speedy Setup - No more wrestling with UTMs. Connect GA4 to Meta in minutes. 2. Seamless Syncing - Pick and choose which properties to connect. More control, better insights. 3. Privacy in Control - Define what Meta can access. But let’s not forget Meta’s colorful privacy history. 🤨 4. Conversion Simplicity - Easier cross-platform conversion tracking. Map Meta conversions to GA4 without pulling your hair out. If you’re using Meta Ads and GA4, this integration could save you time, improve data accuracy, and help optimize your campaigns. But remember, both platforms have their quirks with attribution. Stay Tuned! Access is limited for now, but watch for updates. Feeling overwhelmed? Check out our GA4 UP subscription. We audit your setup, implement new features, and keep you up-to-date on privacy laws like GDPR and CCPA. Let us handle the nitty-gritty so you can focus on the big picture. Keep crushing it, data warriors! 🚀

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Did you know that with Google Ads you can do radius targeting around third-party locations? For example, within a 5-kilometer radius of Albert Heijn or Jumbo Supermarkten? If your product is sold at one of these supermarkets, you can target people around that supermarket. And if you use an "affiliate location extension," people who see your ad can find out where the nearest Albert Heijn is and can directly buy your product 🤯. Cool, right? #Googleads #youtube

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Leverage your Search Console data with Marc Cornelius his Goldmine script!

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🚀 New Script Update Alert! 🚀 The latest version of 𝐏𝐞𝐫𝐟𝐨𝐫𝐦𝐚𝐧𝐜𝐞 𝐌𝐚𝐱 𝐏𝐥𝐚𝐜𝐞𝐦𝐞𝐧𝐭 𝐄𝐱𝐜𝐥𝐮𝐬𝐢𝐨𝐧 𝐒𝐮𝐠𝐠𝐞𝐬𝐭𝐢𝐨𝐧𝐬 (𝐕1.2.2) is here! What’s new? The script now flags 𝐜𝐥𝐢𝐜𝐤𝐛𝐚𝐢𝐭 𝐯𝐢𝐝𝐞𝐨 𝐩𝐥𝐚𝐜𝐞𝐦𝐞𝐧𝐭𝐬 for exclusion. Think titles like: "𝘛𝘳𝘶𝘮𝘱 𝘎𝘌𝘛𝘚 𝘋𝘌𝘚𝘗𝘌𝘙𝘈𝘛𝘌 𝘢𝘴 𝘔𝘦𝘭𝘢𝘯𝘪𝘢’𝘴 𝘚𝘌𝘊𝘙𝘌𝘛𝘚 𝘎𝘦𝘵 𝘙𝘦𝘷𝘦𝘢𝘭𝘦𝘥" "𝘗𝘢𝘳𝘦𝘯𝘵𝘴 𝘋𝘪𝘴𝘤𝘰𝘷𝘦𝘳 𝘛𝘦𝘦𝘯 𝘚𝘰𝘯'𝘴 𝘏𝘰𝘳𝘳𝘪𝘧𝘺𝘪𝘯𝘨 𝘚𝘦𝘤𝘳𝘦𝘵" "𝘛𝘩𝘦 𝘈𝘮𝘪𝘴𝘩 𝘛𝘪𝘬𝘛𝘰𝘬 𝘋𝘳𝘢𝘮𝘢 𝘑𝘶𝘴𝘵 𝘙𝘦𝘷𝘦𝘢𝘭𝘦𝘥 𝘔𝘰𝘳𝘦 𝘓𝘪𝘦𝘴" Because, let’s be real—do you want your ads showing up next to _that_ content? Grab the latest version here: https://lnkd.in/dbRhte4X Got questions or suggestions? Hit that 👍 button and drop your questions/suggestions in the comments! Let's make this script even better together. 👇 #googleads #script #pmax

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Google Ads May Masterclass The Google Ads Masterclass from PPC Mastery starts in May again. If you buy the Masterclass with the code Adriaan, you will get my template for free. For more information click on the link. #PPC #SEA #Ads #GoogleAds

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𝙐𝙣𝙡𝙤𝙘𝙠 𝙔𝙤𝙪𝙧 𝘼𝙜𝙚𝙣𝙘𝙮'𝙨 𝙎𝙖𝙡𝙚𝙨 𝙋𝙤𝙩𝙚𝙣𝙩𝙞𝙖𝙡: 𝘾𝙪𝙨𝙩𝙤𝙢 𝙎𝙘𝙧𝙞𝙥𝙩𝙨 𝙏𝙝𝙖𝙩 𝙃𝙞𝙩 𝙩𝙝𝙚 𝙈𝙖𝙧𝙠 𝙀𝙫𝙚𝙧𝙮 𝙏𝙞𝙢𝙚 Yesterday, Marieke and I, sent a 36-page Objections-Killer guide to an agency client looking to level up their sales game. This isn’t just any guide; it's custom-built for different types of clients and specific sales scenarios, thanks to some serious field testing. We’ve pinpointed what really works and what doesn’t, equipping our clients with the ultimate sales-enhancing toolkit. Our deep dive with agency owners into the nuts and bolts of building a powerful sales process shows that effective selling isn’t just about winging it—it's about having a solid structure. With these processes neatly documented, you’re all set to delegate and turn your business into a lean, mean, sales machine. It's a giant leap towards the freedom every agency owner dreams of. Interested in your personal sales script that's tailor-made for your agency’s unique challenges? Drop us a line!

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Entering the German market as a B2B SaaS company from The Netherlands may seem simple, but it's not. Here’s how most Dutch companies approach it: 1. Build a list of companies similar to their Dutch ICP 2. Connect with the same DMU members on LinkedIn 3. Run Google Ads targeting the same keywords 4. Run 'aircover' social ads to build a brand 5. Reach out and hope for the best While this approach might yield some results, it often isn’t enough to build momentum and compete with local players in the long run. Your message probably won’t resonate with the market like it does in your home country. There are differences to consider, like the level of trust, regulatory nuances, decision-making processes, cultural differences, and much more. You need to surround yourself with the people you’re going to sell to in order to bring your product to market effectively. So when Bas Ploeg, one of the co-founders of our client Neople, told me he was moving to Berlin, I was immediately impressed 👏👏 I’m sitting in their office as I write this. And you might think this is just a ‘sales office’ — but it’s not. They have an AI Engineer, Data Scientist, RevOps Expert, and multiple sales reps working together in the same space. And more team members will be joining their Berlin office soon. This is how you build an international SaaS organization. And I’m truly excited to observe their growth in the coming months 🚀 -- For those interested in my POV on international growth: I recently recorded a podcast with Dave Gerhardt about this very topic. There’s a link on my profile to the episode. #b2bsaasmarketing #internationalexpansion

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𝐂𝐚𝐬𝐞: How we generated €94,659.70 in 120 days for MOAI with Google Ads 📈: MOAI is a paddle board brand, based in the Netherlands, but active throughout Europe. They had struggles scaling in multiple countries at the same time, and contacted us to help them with that - all while keeping high cash flow. We did not only expand our ads’ reach to multiple countries in Europe, but we optimized every bit of the account towards as much profit as possible. We installed Server Side Tagging (with ProfitMetrics to get profit insights as well), restructured the account and executed well-educated experiments to increase results – with success. Google Ads was their saviour in this time period. This is what the founder of MOAI wrote about us: “𝘉𝘦𝘧𝘰𝘳𝘦 𝘸𝘦 𝘴𝘵𝘢𝘳𝘵𝘦𝘥 𝘸𝘰𝘳𝘬𝘪𝘯𝘨 𝘸𝘪𝘵𝘩 𝘈𝘮𝘱𝘭𝘪𝘧𝘪𝘻𝘦, 𝘸𝘦 𝘸𝘦𝘳𝘦 𝘪𝘯 𝘢 𝘣𝘪𝘯𝘥 𝘢𝘵 𝘔𝘖𝘈𝘐: 𝘰𝘶𝘳 𝘮𝘢𝘳𝘬𝘦𝘵𝘪𝘯𝘨 𝘤𝘰𝘴𝘵𝘴 𝘸𝘦𝘳𝘦 𝘩𝘪𝘨𝘩𝘦𝘳 𝘵𝘩𝘢𝘯 𝘸𝘩𝘢𝘵 𝘸𝘦 𝘦𝘢𝘳𝘯𝘦𝘥. 𝘖𝘶𝘳 𝘨𝘰𝘢𝘭 𝘸𝘢𝘴 𝘤𝘭𝘦𝘢𝘳: 𝘴𝘦𝘭𝘭 𝘮𝘰𝘳𝘦, 𝘢𝘯𝘥 𝘲𝘶𝘪𝘤𝘬𝘭𝘺, 𝘦𝘴𝘱𝘦𝘤𝘪𝘢𝘭𝘭𝘺 𝘪𝘯 𝘤𝘰𝘶𝘯𝘵𝘳𝘪𝘦𝘴 𝘸𝘩𝘦𝘳𝘦 𝘸𝘦 𝘸𝘦𝘳𝘦 𝘯𝘰𝘵 𝘺𝘦𝘵 𝘸𝘦𝘭𝘭 𝘬𝘯𝘰𝘸𝘯. 𝘛𝘩𝘢𝘵’𝘴 𝘸𝘩𝘺 𝘸𝘦 𝘤𝘩𝘰𝘴𝘦 𝘈𝘮𝘱𝘭𝘪𝘧𝘪𝘻𝘦, 𝘴𝘱𝘦𝘤𝘪𝘢𝘭𝘪𝘴𝘵𝘴 𝘪𝘯 𝘎𝘰𝘰𝘨𝘭𝘦 𝘈𝘥𝘴. 𝘞𝘩𝘢𝘵 𝘩𝘢𝘱𝘱𝘦𝘯𝘦𝘥 𝘯𝘦𝘹𝘵 𝘸𝘢𝘴 𝘰𝘱𝘵𝘪𝘮𝘢𝘭. 𝘛𝘩𝘦𝘺 𝘶𝘯𝘥𝘦𝘳𝘴𝘵𝘢𝘯𝘥 𝘸𝘩𝘢𝘵 𝘸𝘦 𝘯𝘦𝘦𝘥 𝘢𝘯𝘥 𝘸𝘰𝘳𝘬 𝘨𝘳𝘦𝘢𝘵 𝘸𝘪𝘵𝘩 𝘰𝘶𝘳 𝘵𝘦𝘢𝘮. 𝘛𝘩𝘢𝘯𝘬𝘴 𝘵𝘰 𝘵𝘩𝘦𝘮, 𝘸𝘦 𝘢𝘤𝘩𝘪𝘦𝘷𝘦𝘥 𝘵𝘰𝘱 𝘳𝘦𝘴𝘶𝘭𝘵𝘴 𝘭𝘢𝘴𝘵 𝘴𝘦𝘢𝘴𝘰𝘯 – 𝘮𝘰𝘳𝘦 𝘴𝘢𝘭𝘦𝘴, 𝘦𝘷𝘦𝘯 𝘪𝘯 𝘤𝘰𝘶𝘯𝘵𝘳𝘪𝘦𝘴 𝘸𝘩𝘦𝘳𝘦 𝘸𝘦 𝘸𝘦𝘳𝘦 𝘱𝘳𝘦𝘷𝘪𝘰𝘶𝘴𝘭𝘺 𝘭𝘦𝘴𝘴 𝘬𝘯𝘰𝘸𝘯. 𝘛𝘩𝘪𝘴 𝘴𝘶𝘤𝘤𝘦𝘴𝘴 𝘮𝘦𝘢𝘯𝘴 𝘢 𝘭𝘰𝘵 𝘵𝘰 𝘶𝘴. 𝘐𝘵 𝘪𝘴 𝘰𝘶𝘳 𝘴𝘱𝘳𝘪𝘯𝘨𝘣𝘰𝘢𝘳𝘥 𝘵𝘰 𝘧𝘢𝘮𝘦 𝘪𝘯 𝘯𝘦𝘸 𝘮𝘢𝘳𝘬𝘦𝘵𝘴. 𝘈𝘮𝘱𝘭𝘪𝘧𝘪𝘻𝘦 𝘪𝘴 𝘮𝘰𝘳𝘦 𝘵𝘩𝘢𝘯 𝘢𝘯 𝘢𝘨𝘦𝘯𝘤𝘺; 𝘵𝘩𝘦𝘺 𝘢𝘳𝘦 𝘱𝘢𝘳𝘵 𝘰𝘧 𝘰𝘶𝘳 𝘵𝘦𝘢𝘮. 𝘛𝘩𝘦𝘺 𝘩𝘢𝘯𝘥𝘭𝘦 𝘰𝘶𝘳 𝘣𝘶𝘥𝘨𝘦𝘵 𝘴𝘮𝘢𝘳𝘵𝘭𝘺, 𝘵𝘩𝘪𝘯𝘬 𝘴𝘵𝘳𝘢𝘵𝘦𝘨𝘪𝘤𝘢𝘭𝘭𝘺 𝘢𝘯𝘥 𝘢𝘭𝘸𝘢𝘺𝘴 𝘨𝘪𝘷𝘦 100%. 𝘐𝘧 𝘺𝘰𝘶 𝘸𝘢𝘯𝘵 𝘵𝘰 𝘣𝘰𝘰𝘴𝘵 𝘺𝘰𝘶𝘳 𝘰𝘯𝘭𝘪𝘯𝘦 𝘴𝘢𝘭𝘦𝘴, 𝘦𝘴𝘱𝘦𝘤𝘪𝘢𝘭𝘭𝘺 𝘪𝘯𝘵𝘦𝘳𝘯𝘢𝘵𝘪𝘰𝘯𝘢𝘭𝘭𝘺, 𝘨𝘰 𝘧𝘰𝘳 𝘈𝘮𝘱𝘭𝘪𝘧𝘪𝘻𝘦. 𝘛𝘩𝘦𝘺 𝘢𝘳𝘦 𝘱𝘳𝘢𝘤𝘵𝘪𝘤𝘢𝘭, 𝘵𝘩𝘪𝘯𝘬 𝘰𝘶𝘵-𝘰𝘧-𝘵𝘩𝘦-𝘣𝘰𝘹 𝘢𝘯𝘥 𝘥𝘦𝘭𝘪𝘷𝘦𝘳 𝘳𝘦𝘴𝘶𝘭𝘵𝘴.” We’re proud of how we can help our clients. - P.S: We’ve still 2 spots open to work with us this month. If you want to be our next success study, shoot me a DM. 💌

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Don’t use an axe 🪓 with SEO, use a scalpel 😷 I’ve just added my comment to the post linked below about content pruning and I thought it was worth share more widely. Here’s my take; Content pruning (removing low quality/low value pages from your website) can be effective, however, this largely depends on the types of pages, the scale of content on your site and the ability or inability you have to improve your content. It’s not just clicks and impressions to look at for target pages to prune, also gather data around; ✨Backlinks to these pages ✨Internal links to these pages ✨Direct/typed/bookmarked visits ✨Other traffic sources to the pages Well linked to or visited pages (beyond organic search) may be worth preserving or redirecting to a ‘like’ page. Further, low clicks and impressions might just be because the page is orphaned, or perhaps has few or weak internal links. Pages can be improved with internal links and revisiting on-page copy. It’s normally better to use a scalpel rather than an axe unless you’ve got large scale, procedurally generated pages and this is a big issue.

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New Google Ads Masterclass - Action The new Google Ads Masterclass from PPC Mastery starts in May. If you buy this masterclass with the code Adriaan, I will send you my template for free. For more information click on the link. #PPC #SEA #Ads #GoogleAds

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If you read my newsletter, you probably know that we purchased the SEO keyword research tool, Answer Socrates, a few months back. Here's the complete story of how it almost never happened: 6 months ago, I got a message from Sacha Fournier in the Bali SEO whatsapp group chat: “Does anyone want to buy this?” Attached was a screenshot from a Telegram chat he was in: “I have this tool. It gets a lot of traffic but we’ve never monetized it. Can we sell it? Is it worth anything?” To my surprise, I recognised the tool’s name! “Yes! I want it! How much do they want for it mate???”... I wrote. We set up a Google Meet. It went really well. Then came the first of two times where the deal died. The first reason the deal died, was because… Answer Socrates was broken. It hadn’t worked for two months. Traffic had plummeted 70%, from 300,000 page views per month to just over 100,000. Obviously… we refused to buy it until they fixed it… But this presented another issue: The two creators are extremely talented engineers, and a lot of the infrastructure was mixed up with other projects. Because of this, they proposed a deal to continue managing this for a monthly fee. But we could not accept this. We’d have zero leverage if they decided to cut us off and break the tool… …OR demand a massive increase down the line… The deal died. We thought that was it. A month passed. One day, they reached out. They'd fixed the issues, and separated the infra to be easier to transfer. But we were still $10,000 away on the price. Answer Socrates had never earned a penny in revenue. It wasn’t even collecting emails. But, we could NOT get them to come down on the price. For the second time, the deal was dead in the water. But, a few weeks later, we ran some projections. The traffic was a lot more valuable than we had originally estimated. Eventually we caved, and paid almost the full asking price, of just under $25,000. We closed on the acquisition at the end of September. And later in October I met Tobias, one of Answer Socrates’ founders, for sushi in Bangkok! (photo attached!) It’s one of my favorite things when online business dealings turn into real-life meetings and connections. You might think we’re crazy for spending $25,000 on a tool making $0 in revenue, with $400/mo in monthly running costs. ...Especially when it had been broken for months, and lost 70% traffic. But the thing is - thousands of marketers and SEOs LOVE it. And, we knew it could be EVEN better. So we fixed it. AND have been silently adding a bunch of new features 👀 Here’s what it can do now: ✅ Keyword clustering: upload a CSV and get a full topical cluster map for your site. ✅ Search volume, CPC, and competition data ✅ Social media content ideas: go viral in your niche You can search 5 keywords per day completely free, and you also get several thousand keyword clustering credits for free every month, too

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Joost Bakker 🟢 has spent 6 hours creating and fine-tuning his very own Conversion Rate Opimization (CRO) GPT. This GPT reviews your webshop based on over 200 CRO key points 🚀 It's common to focus completely on the setup of your ads account... but the on-site conversion rate plays a massive role in the performance of your ads too! It's super simple: 1. Enter your link. (a specific link, like a product page is advised). 2. The GPT provides actionable improvements for your page in a clear table. Want to use this GPT for free? 💫 - Send Joost Bakker 🟢 and me a connection request - Like this post. - Comment "CRO." Repost for priority access Enjoy! -- P.S. Always test changes with an A/B test first 😉 #PPC #SEA #Ads #GoogleAds

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Joost Bakker 🟢 has spent 6 hours creating and fine-tuning his very own Conversion Rate Opimization (CRO) GPT. This GPT reviews your webshop based on over 200 CRO key points 🚀 It's common to focus completely on the setup of your ads account... but the on-site conversion rate plays a massive role in the performance of your ads too! It's super simple: 1. Enter your link. (a specific link, like a product page is advised). 2. The GPT provides actionable improvements for your page in a clear table. Want to use this GPT for free? 💫 - Send Joost Bakker 🟢 and me a connection request - Like this post. - Comment "CRO." Repost for priority access Enjoy! -- P.S. Always test changes with an A/B test first 😉 #PPC #SEA #Ads #GoogleAds

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Oh. Wauw. Look at that. We just had a great ICP request a demo. 😍 How did we get it? What should we do more of? Let's scale branded keywords on Google Search Ads. It was the 1st touch of the conversion! 😄 That would be the conclusion if I did not have Dreamdata available. With Dreamdata I can see the 4 months of ad impressions on LinkedIn when upfront the branded search. Demand does not come out of nowhere. #b2bmarketing #paidsocial

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Google Ads Settings template I made some updates again to my Google Ads Setting template: - Added a how to measure a button video & 12 new tips! For next week I will make a whole new sheet 👀 For more information check my template. #PPC #SEA #Ads

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