Swydo

A £900 CPA can be a perfectly good result, depending on the value of the lead. Sophie Logan explained to Adriana Gomez Guevara from our team why one of her B2B clients would be happy with that number: the contract value and lead-to-sale rate balance it out. The same £900 turns into a problem if the CRM shows only £500 coming back. And she says, spending £2,000 on a lead is fine if it brings in half a million. Her point for B2B lead gen is to know the average value of a lead before judging the CPA and to look beyond the CPA to what the lead becomes. Watch the full conversation on YouTube. 👇 Simple. Smart. Swydo.

Conversion tracking is what feeds the machine. Gianpaolo Lorusso, the organizer of ADworld Experience, explains why in this clip from his Swydo Expert Talk with Adriana Gomez Guevara. Tracking conversions the right way gives platforms the right data and shapes how all your campaigns perform. Grazie mille for joining us, Gianpaolo. The full conversation covers more, including how search is moving toward a keyword-less world and why first-party data and CRM integration matter. It's also a good lead-in to AdWorld Experience, PPC conference focused exclusively on real-world advertising case studies. It's next week, October 15-16, in Bologna, and Jeroen Maljers, Werner Barnard, and Jerrel Zandgrond from Swydo will be there. If you're going, come say hi. 👋 Ci vediamo a Bologna! Watch the full talk on YouTube, link is in the first comment. 👇 Simple. Smart. Swydo.

A quick question from a client midweek is a good sign and deserves a prompt answer. With Comments in Swydo, the client leaves a note on the widget they’re looking at, and you get an email. You open the report and land right on what they mean, with no hunting through charts to work out which conversions they’re asking about. Your reply is up to you. Answer the client directly, or keep it internal while your team figures out what happened. When it’s sorted, hit Resolve. The thread closes, and the history stays for your next client meeting. Tip: add a text widget to let clients know they can ask questions right in the report. When a client has a midweek question, where does it land for you? Watch the video and subscribe to our YouTube channel for more feature walkthroughs. Find us at Swydo. Simple. Smart. Swydo.

What should agencies keep an eye on in 2027? Jeroen took that question to ADworld Experience in Bologna and put it to the PPC people he met there, and the answers read like a to-do list for the year ahead. Ameet Khabra, founder of Hop Skip Media, says clients are still focused on keyword strategy, while intent now shows up in feeds, landing pages, and creative, so that’s a conversation to start early. Aaron Levy of Optmyzr and Ameet both point to oversight: where AI gets deployed, how it’s governed, and a human with real judgment in the loop. Navah Hopkins, Product Liaison at Microsoft Advertising, expects the metrics to cover both brand and performance. Thank you to Ameet Khabra, Aaron Levy, and Navah Hopkins for chatting with Jeroen in Bologna. Which of these conversations is already on your agenda for 2027? Watch the interviews and subscribe to our YouTube channel for more. Find us at Swydo. Simple. Smart. Swydo.

A good client conversation starts with understanding the results. In this clip, Swydo AI builds one from a few prompts, with the sections, KPIs, and charts in place. Then, use “Identify critical issues” and “Summarize this report” to review the report and prepare for the client call. Next time you prepare a client report, try starting with Swydo AI. Simple. Smart. Swydo.

One phone number on every ad is the biggest attribution mistake Bryan McKinstry sees. Bryan, Lead of Strategic Partnerships at CTM, told Adriana Gomez Guevara from our team that without call tracking, a call following an online visit can appear as a direct or unattributed lead. His advice is to give each campaign its own number, whether it’s a Google ad, a mailer, or a billboard, so you can see which ones are working and move budget accordingly. Thank you for joining one of our Expert Talks, Bryan! Watch the full talk on YouTube and subscribe to our channel for more. Find us at Swydo. Simple. Smart. Swydo.