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. Ungated content in B2B

20:00 - Moving prospects through the funnel

21:36 - Optimizing campaigns for qualified leads

24:01 - Which KPIs should you pay attention to?

25:17 - Lead Scoring advice

28:08 - LinkedIn Lead Gen campaign tips

32:05 - Final thoughts / outro

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