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Hit the Google Ads Ceiling? Here's the Creative Strategy That Breaks It
20 ideas de marketing sacadas de «Hit the Google Ads Ceiling? Here's the Creative Strategy That Breaks It», de Perpetual Traffic. Sobre todo de canales de…
- 20 ideas despiezadas
- Fuente Perpetual Traffic
- Dura 33 min
- Publicada en 2026
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Medición y experimentosPara identificar con certeza qué componente impulsa el rendimiento de un anuncio publicitario, se debe descomponer la creatividad en concepto (tema central), gancho (primeros 2-3 segundos) y oferta (llamado a la acción), manteniendo dos de estas variables constantes y modificando únicamente una en cada prueba.
All right, so how this works in practice, we mentioned this just earlier, is the testing framework really at sort of a high level is very, very specific. And it is the concept, what the ad is all about, and then it's the hook, which is what stops the scroll within the first two to three seconds. And then it's the offer, what you're asking the viewer specifically to do. So in most cases, when we're testing, we hold two of those constant and we change one. That's how you isolate really what's working, what to scale and what to iterate.
Escúchalo en el minuto 24:09
Extracción de ángulos de mensaje entrevistando al equipo de primera línea y procesándolo con IA
Mensaje y copywritingPara generar mensajes y copys publicitarios que resuenen genuinamente, es más efectivo entrevistar al personal que interactúa cara a cara con el usuario final (ventas, atención al cliente o consejeros) que al responsable de marketing, volcando esas conversaciones en modelos de lenguaje (LLM) para redactar el contenido pilar y los creativos.
But you can remedy this by talking with your frontline salespeople. So salespeople and customer service people are some of the best people to do this messaging extraction. This messaging extraction is then captured into a document. And then you can actually create your messaging and your pillar content based upon those conversations with the end user. And for this messaging extraction exercise to create the creative, we interviewed the counselors. And we captured it all, captured everything using AI and then created copy and messaging based around those interactions. Talk to the person that's…
Escúchalo en el minuto 20:11
Canales de adquisiciónEn lugar de usar segmentación detallada por intereses o campañas sandbox separadas, la estrategia moderna y más efectiva en Meta consiste en dejar la audiencia completamente abierta (broad) e introducir un volumen alto y diverso de creativos (20-30 variaciones de ganchos, conceptos y formatos) en una sola campaña, permitiendo que el algoritmo identifique y asigne presupuesto automáticamente a los ganadores.
So for this brand, we will do zero targeting, no behavioral targeting, no interest targeting. It will probably leave the age ranges and gender completely wide open. So the targeting itself is largely irrelevant on the platform. It's all about, it's the creative. So, and the brands that are really winning right now are the ones that produce volumes, great volumes of distinct, excellent, top of funnel, middle of funnel, creative. Different concepts, different hooks, different offers, different formats, even all tested and sort of thrown into one campaign. And what we'll usually do is we'll just…
Escúchalo en el minuto 16:04
Generar demanda en Meta para reducir el coste por clic en Google mediante búsquedas de marca
Canales de adquisiciónEscalar únicamente mediante Google Search se vuelve muy costoso por el elevado precio de las palabras clave genéricas (de 20 a 100 dólares, y hasta 800 dólares en nichos como el legal). La solución es educar y generar reconocimiento en plataformas de interrupción como Meta, empujando a los usuarios a buscar el nombre de la marca en Google, donde el clic cuesta solo de 1 a 20 dólares.
So yes, so Google understands who is your potential buyer and wants to charge as much as possible for you to get that buyer into your application and ultimately talk to your salesperson. So that's why most companies are unable to really scale much more than what they're currently doing. You might be able to get 10 or 20% more, but the real scale happens on the other channels. So at the end of the day, that no amount of Google optimization is going to be able to expand a market size. You only can do that by expanding your market size and going out after that zone of indifference, that 80% by…
Escúchalo en el minuto 10:11
Benchmark y diagnóstico de retención en video ads: Hook Rate superior al 25% y Hold Rate
Medición y experimentosEl 'hook rate' (capacidad de detener el scroll en los primeros 2-3 segundos) debe situarse holgadamente por encima del 25% para validar un creativo publicitario, mientras que el 'hold rate' y la pendiente de caída en el gráfico de retención permiten diagnosticar si el resto del mensaje retiene efectivamente la atención.
The biggest metric that we look at and the metric that really matters in the advertising is hook rate. Hook rate, which should be well above 25%, tells you which creative, which video is actually stopping the scroll. Hold rate tells you if the message is actually holding their attention. We show this, like if it has a really bad drop off and almost like a steep slope to begin with, that's a very bad ad.
Escúchalo en el minuto 24:42
Enfocar los anuncios B2B en resultados de negocio para el decisor y no solo en funcionalidades para el usuario
Mensaje y copywritingEn publicidad B2B, los mensajes deben dirigirse a las prioridades del comprador ejecutivo (CEO, CMO, COO) enfocándose en resultados estratégicos (como pipeline predecible o ventaja competitiva), en lugar de centrarse exclusivamente en características técnicas del producto dirigidas al usuario final que opera el software.
I think we have a lot of B2B companies and this is a B2B company, obviously is the B2B creative problem. Problem, specifically, a lot of B2B brands are running feature-led ads to the practitioners, the users of the software itself. The person who's actually going to buy the software isn't necessarily the user of the software. The CEO or the CMO or the COO is the buyer and what they care about is different than what the user cares about. it's the CEO who you're trying to talk to. So the most effective B2B creative strategy means building content that speaks to the outcome that the decision…
Escúchalo en el minuto 18:17
Crear demanda en canales visuales para capturarla mediante búsquedas de marca económicas
Canales de adquisiciónGoogle Search y Amazon solo capturan la demanda del ~10% de prospectos con intención activa de compra, pero no crean demanda nueva. Para escalar y evitar la saturación de costes en palabras clave genéricas, se debe usar publicidad orientada a creatividades (Meta, TV conectada, publicidad nativa) para educar al 80% del mercado que está en la 'zona de indiferencia' e impulsarlos a buscar directamente el nombre de la…
Those are the platforms right now, very top of funnel, that are creating demand. They create demand. They just don't capture demand. And Google captures demand. And creative now is the key, is the linchpin to that demand creation and ultimately scale. Those clicks for the Google brand, the name of the brand, the name of the software, is typically is 10 to 20 times less cost per click than some of those higher value, higher intent-based keyword phrases, which in the software space here, in the workforce, CRM space, very expensive keywords. Here's one of the other big points that we talked…
Escúchalo en el minuto 5:38
Diversificación de formatos y volumen mensual de creativos en video para optimización algorítmica
Canales de adquisiciónPara alimentar eficazmente los algoritmos modernos de publicidad (como Andromeda/Lattice en Meta), se recomienda producir entre 25 y 30 creativos al mes (donde 66% a 75% sean video), diversificando radicalmente estilos (UGC, testimonios, animación, 'walk and talk' y diferentes voceros/fondos) para que el sistema aprenda qué secuencia y combinación convierte a cada usuario.
Creative diversification is really, really important to have diversity of creative, different backgrounds, different looks, maybe some animation, maybe some UGC, maybe some testimonials, different. You can use that as part of your creative diversification strategy, but it needs to be very, diverse and very, different. And we usually will see this with just 25 to 30 or so creatives, depending on what the budget is, every single month. And the vast majority of those creatives, like I said, are probably two-thirds, maybe even three-quarters are video content. And what you're doing is you're just…
Escúchalo en el minuto 22:11
Google Search captura demanda existente mientras que los canales sociales y programáticos la generan
Canales de adquisiciónGoogle Search funciona como un canal de captura de demanda limitado por el volumen finito de personas que buscan activamente una categoría o palabra clave. Para escalar una vez alcanzado ese techo, es necesario diversificar hacia plataformas como Meta, televisión conectada o anuncios nativos, las cuales actúan como generadores de demanda sobre el mercado que aún no conoce la solución.
The key phrase here is meta and the top of funnel and middle of funnel platforms are demand generation machines. Google search is a demand capture machine. It cannot create more and more volume from you past a certain point. If you're running Google search ads in the US, there is a finite number of people that are searching for your particular product or your keyword at any given moment. So what you have to do is you have to create that top of funnel awareness on the other platforms because Google is demand capture, meta and programmatic, connected TV and native advertising are demand…
Escúchalo en el minuto 28:09
Estrategia de contenidosAproximadamente 9 de cada 10 anuncios en Meta deberían ser en formato vídeo (desde vídeos cortos generados por IA o micro-animaciones tipo GIF hasta piezas de 1 a 3 minutos) para permitir la diversificación de ángulos, historias de fundadores y diferenciación de producto que las imágenes estáticas no logran transmitir.
So if you think about it this way, the awareness for that brand and the awareness for this software company needs to happen through creative diversification, lots of different types of creative. So like those are things that we're going to be highlighting in their advertising through creative diversification. And in most cases, this is going to be video creative. Very, very rarely is it just image ads. In fact, what John and I have figured out is probably about nine out of 10 ads that you put in meta should be video ads in one way, shape or form. They can be short AI videos. They can be even…
Escúchalo en el minuto 12:51
Estrategia de contenidosAproximadamente 9 de cada 10 anuncios en Meta deberían ser en formato vídeo (desde vídeos cortos generados por IA o micro-animaciones tipo GIF hasta piezas de 1 a 3 minutos) para permitir la diversificación de ángulos, historias de fundadores y diferenciación de producto que las imágenes estáticas no logran transmitir.
So if you think about it this way, the awareness for that brand and the awareness for this software company needs to happen through creative diversification, lots of different types of creative. So like those are things that we're going to be highlighting in their advertising through creative diversification. And in most cases, this is going to be video creative. Very, very rarely is it just image ads. In fact, what John and I have figured out is probably about nine out of 10 ads that you put in meta should be video ads in one way, shape or form. They can be short AI videos. They can be even…
Escúchalo en el minuto 12:51
Referencia de Hold Rate en anuncios de video para Meta
Medición y experimentosAl evaluar creativos de video en Meta Ads, la tasa de retención (hold rate o visualización continuada tras los primeros 3 segundos) debe situarse en un mínimo del 10%, siendo el rango ideal entre el 20% y el 30%.
The large majority of all those are video, like I said, and hook rate and hold rate, as well as link click rate or link click through rate are the three metrics that we look at more so than anything else. And you want to have a hold rate, which is the amount of time like people actually stay on to watch the entire video past three seconds. We typically will look at a minimum of 10%, but in an ideal world, it's 20 to 30%.
Escúchalo en el minuto 17:00
Hacer el trabajo pesado de persuasión dentro del anuncio en lugar de delegarlo a la landing page
Mensaje y copywritingLa mayor parte de la persuasión debe ejecutarse directamente en el feed de la plataforma publicitaria mediante el gancho (hook rate), la retención (hold rate) y el CTR, atacando la zona de indiferencia de la mayoría de usuarios no convencidos antes de que hagan clic, dejando la optimización de conversión de la página de destino (CRO) como una optimización secundaria.
We want to see how much we can capture people's attention in the platform itself because very, very large portion of your persuasion is happening in the newsfeed. If you've got a 3% conversion rate on one of your ads or a 3% click through rate on one of your ads, let's say a 3% click through rate and a 1% conversion rate. You have 97% of people that still aren't convinced. So focus on that 97%. Those are the people that you want to find that those people that are in the zone of indifference, that aren't actively looking for your solution, just don't know that you exist quite yet, It's really…
Escúchalo en el minuto 26:09
Superación del techo de captura de demanda mediante canales de creación de demanda
Canales de adquisiciónCuando el gasto publicitario en Google Search se estanca, optimizar no sirve porque se ha alcanzado el techo de captura de demanda existente; para seguir escalando se debe pasar a plataformas de creación de demanda, priorizando Meta en primer lugar, seguido de YouTube y finalmente canales programáticos (TV conectada, publicidad nativa y DSPs).
So if your Google spend is stalling and you can't seem to scale, the Google is not your And most, it's almost always the same thing. You've hit a demand capture ceiling and no amount of optimization is ever going to break through to that. You're going to have to look at other demand creation platforms. And like I said, meta is the best one for that. However, if you're a national and international brand, your next level of scale really should be meta first. YouTube, obviously, is a huge and a great platform for awareness and consideration, but then also consider the programmatic levels, which…
Escúchalo en el minuto 31:21
Google Search tiene un techo intrínseco al capturar demanda existente en lugar de generarla
Canales de adquisiciónGoogle Ads (particularmente en búsqueda) no funciona como una máquina de generación de demanda masiva sino de captura; las empresas de captación de leads y B2B alcanzan rápidamente un techo de volumen donde el aumento de presupuesto produce rendimientos decrecientes si no se complementa con estrategia creativa en plataformas de generación de demanda.
But the issue is that Google is not a demand generation machine like it once was. However, what we have found is that Google has a ceiling. You can only get so much traffic. You can only get so much growth out of Google keywords and Google search specifically. Google is not the answer. However, you're going to reach a cap. You're going to reach a point where you just can't really scale. And this is the problem with Google search. You typically do cap out at a certain level.
Escúchalo en el minuto 2:08
Alinear la creatividad B2B con el tomador de decisiones que firma y no solo con el usuario final
Investigación de mercado y clienteEn marketing B2B, la estrategia creativa debe orientarse a los incentivos y necesidades del tomador de decisiones que autoriza el presupuesto y firma el contrato, evitando el error común de diseñar mensajes dirigidos exclusivamente a la experiencia del usuario operativo del producto.
And number two, do I have a creative strategy in place that speaks to the actual decision maker who signs the contract? The one who's actually doing the buying. But it's really it's what is the buyer really want? Who is the decision maker you're trying to sell? And it might be different than the user of your product.
Escúchalo en el minuto 29:41
Rendimientos decrecientes al escalar presupuesto en Google Search para B2B SaaS
Medición y experimentosEn software B2B con contratos de cientos de miles de dólares (ACV), un costo por lead de $1,000 USD puede ser viable a bajo volumen, pero multiplicar el presupuesto por diez ($10,000 USD) genera apenas 2 a 3 leads adicionales en vez de los 10 esperados debido a la saturación del volumen de búsqueda con intención de compra.
Well, I spend $1,000 on Google and I get one lead. But $1,000 a lead in this particular case, their annual contract value is in the hundreds of thousands of dollars. So they can pay $1,000 for a good lead. But as soon as he starts putting in $10,000, all of a sudden, that does not turn into 10 more leads. It turns into two or three more leads at best.
Escúchalo en el minuto 3:53
Medición y experimentosCambiar de agencia ante un estancamiento de resultados interrumpe la tracción previa y reinicia el aprendizaje de los algoritmos publicitarios de las plataformas, provocando ineficiencias y mayores costes por adquisición.
So another thing that this CEO mentioned to me is that they have, and this is probably a case with you as well, is that they have what we refer to as the agency rotation trap. So most brands respond to this by, if they're not getting results, they switch agencies. However, the new agency that comes in will just disrupt what the old agency did. So any traction that the old agency was getting now is disrupted by the new agency. And so they've done this three or four or five times and Google will take advantage of this. They will charge you more as a result of sort of their stupidity taxes, what…
Escúchalo en el minuto 10:33
Medición y experimentosConfiar en plataformas de analítica como Google Analytics o herramientas de atribución que modelan la mayoría de los datos equivale a operar a ciegas, ya que suelen perder entre el 50% y el 60% del tráfico y solo capturan directamente una fracción de los clics reales.
But remember, most of those platforms, especially Google Analytics, is the absolute worst because it just ignores probably 50, 60% of traffic. A lot of the other attribution softwares that are out there, all the data that you see is modeled data. Basically, they're capturing maybe two out of five clicks and they're modeling the other three based upon what happened with the first two. Out of 10 clicks, they're capturing maybe four or five. The most, the other six or so are being modeled, which is not a great way to run a business because you're really flying blind.
Escúchalo en el minuto 30:42
Canales de adquisiciónEn campañas de Google Search para software B2B, las palabras clave genéricas de alta intención pueden costar entre 50 y 100 dólares por clic, mientras que los términos de búsqueda de marca propia resultan de 10 a 20 veces más económicos por clic.
Probably $50 to $100 per click, if I had to guess off the top of my head. Those clicks for the Google brand, the name of the brand, the name of the software, is typically is 10 to 20 times less cost per click than some of those higher value, higher intent-based keyword phrases, which in the software space here, in the workforce, CRM space, very expensive keywords.
Escúchalo en el minuto 6:20
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