Attributed leads are not proof that paid search created additional demand, namely when branded queries capture people already looking for us. Set up a geographic holdout test this week, then measure incremental cost per qualified lead and pipeline through our sales cycle before deciding the spend can scale.

Analysis by Ryan Sappington, founder of Scaled Advertising, a paid media agency for B2C big-ticket lead generation across Google Ads, Microsoft Ads, and Meta.

What was published

Proving the Value of Paid Search With Incrementality Testing

Attribution has long been one of marketers’ greatest challenges, but incrementality testing offers a more sophisticated view of true paid search outcomes. The post Proving the Value of Paid Search With Incrementality Testing first appeared on PPC Hero .

Read the original on PPC Hero

What we'd do about it

Changes like this show up in cost per qualified lead before they show up in the interface. Audit the affected campaigns this week: search terms, conversion actions tied to real PII capture, ad relevance, and landing page speed. Then decide whether spend can scale rather than assuming it can. We do exactly that work for clients as part of our paid media management.

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