It's 1 year since we launched the podcast so as a recap- here are the 5 lessons that actually moved the needle this year.

From finding the right budget (and why spending less can cost you more) to using lead friction to improve quality, this episode distils the biggest performance marketing insights from the past 12 months.

You’ll also rethink attribution entirely — and why chasing perfect data is a losing game. If you want clearer decisions, better leads, and more predictable pipeline, start here.

Google Ads suddenly stops working?

Lead volume drops, costs spike, and performance tanks overnight. Here’s how to diagnose and fix it fast. Learn a clear framework to pinpoint whether the issue sits in your ad account, landing pages, tracking, or external factors- and what to do in each case.

From reading CPC and conversion rate signals to reversing poor changes, fixing lead quality, and avoiding scaling mistakes, this episode gives you a practical playbook to get performance back on track.

Google Ads feels like a minefield, but most teams miss the two things that actually move performance. If you're spread too thin or unsure what to prioritise, this episode cuts it down to what matters: targeting real buyer intent and getting conversion tracking right.

You’ll learn why exact match search gives you control, how to filter out wasted spend, and why poor tracking quietly drains budget every day.

Fix these two areas, and your account becomes clearer, more efficient, and far easier to scale.

Manual reporting draining hours from your week?

Here’s how to automate the boring bits so you can focus on decisions that actually improve performance.

Louis and Maelien unpack the idea of data enablement in B2B performance marketing: why ad data needs commercial context, and why the real value isn’t in collecting data but interpreting it. They share the reporting problem that once cost their team hours every week, the Looker Studio limitation that broke their dashboards, and the automated spreadsheet system that ultimately saved 40+ hours per month.

If reporting is eating your optimisation time, this episode shows how to fix it.

Lead attribution headaches? You're not alone.

In this sharp Curveball Clinic edition, Louis and Maelien tackle three real-world questions marketers face when CRM data and ad platform reports don't align.

You'll learn how to handle mismatched lead sources, why last quarter’s data keeps changing, and what “50 conversions” actually means when your CRM only shows 30 leads.

Packed with clarity on attribution windows, data lag, call tracking, and signal quality- this episode helps you reframe attribution as a story, not a single source of truth.

Brand search: smart strategy or budget drain?

If competitors are bidding on your name, ignoring branded keywords could cost you leads. In this episode, Louis and Maelien unpack when to use brand search in B2B paid media, how to defend your territory, and why attributing conversions to brand ads is trickier than it looks.

Learn how to budget, exclude brand from Performance Max, and use Auction Insights to your advantage- all while keeping your CPA honest. Practical, no-nonsense guidance for paid search managers navigating the brand vs. performance debate.

Feeling the pressure to do more in 2026? This episode makes the case for doing better with less.

Louis and Maelien pull back the curtain on Web Marketer’s internal strategy for the year ahead—ditching the cookie-cutter mindset and doubling down on partnership-driven client retention.

You'll hear why “embracing the boutique” beats scalability at all costs, and how enablement-from data infrastructure to project management-can unlock high-impact work without the chaos.

Struggling to run meaningful B2B landing page split tests without wasting time and budget?

This episode breaks down how to build a high-impact testing schedule grounded in customer insight, not guesswork.

Learn how to plan smart hypotheses, track at deal level, and know when a test is ready to call.

Whether you’re running lab-style tests or optimising ad performance, this framework helps you identify what really moves the pipeline.