B2B PPC Strategy: Avoid these common mistakes (w/ Sofia Akritidou) | S2 EP9

Episode notes

In this episode of the Paid Media Lab podcast, we speak to Sofia Akritidou - founder of ThinkWise Digital and seasoned B2B PPC strategist - to explore what’s really broken in B2B lead generation and how to fix it using smarter paid media strategies. With over seven years of hands-on experience across Google Ads, LinkedIn, and paid social, Sofia shares actionable insights on improving lead quality, avoiding junk conversions, aligning keyword intent, and building campaigns that drive actual revenue, and not just vanity metrics. Whether you’re running PPC campaigns for a SaaS startup, scaling paid media for a fintech platform, or trying to align marketing and sales on what a “qualified lead” really looks like, this episode is packed with tips to help you turn ad spend into closed-won deals. Timestamps: 0:00 - Intro 2:07 - How Sofia became a B2B specialist 3:16 - What makes B2B Lead Gen different to B2C? 6:15 - Generating qualified leads from PPC 9:19 - Examples of key lead gen mistakes 10:43 - How to filter out unqualified leads 12:40 - Predicting when campaigns will bring poor leads 15:03 - Keyword intent classification tips 17:24 - Gated vs.

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