Krzysztof Rosiński

B2B clients are finding ChatGPT can convert at 6 times - yes SIX times - higher rates then Google search The ultimate layer of B2B intent lives in LLMs. Lower funnel increasingly lives here - but vendors have to rebuild discovery to unlock it I was reading Kyle Poyar’s latest work with interest yesterday evening where he shares some great Webflow AI stats; it backs up what I’ve been preaching - LLM volumes are lower then the old search discovery funnels BUT the traffic comes with turbo charged intent — 10% of Webflow’s signups come from AI discovery, growing 4x year-on-year. (This is actual LLM-referred traffic, which likely understates the full impact.) 91% of LLM referrals come from ChatGPT alone. ChatGPT traffic converts at 24% (!), 6x higher than Google. For conversions referred by an LLM, two-in-three convert within 7 days. Well worth a read - https://lnkd.in/e3FuznKZ

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When we audit B2B brands today for AI search, it’s no longer just a checklist of bot access, content chunk optimizations, and citations. It’s about how your brand is interpreted, and sometimes distorted by LLMs. Google already has filters, policies, and spam systems that shape how content is shown. But in LLMs, those rules don’t exist (yet). Which makes brand perception even more crucial. That’s why we worked on building our own framework and looking at inclusion, accuracy, tone, sentiment, trust, safety, and authorship, so our audits go beyond the technical and into how the brand actually shows up in AI-driven results. Big thanks to the team at Wix Studio’s AI Search Lab for inviting me to share our approach. Full piece in comments.

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Most B2B pipelines do not underperform because marketing teams are not generating enough activity. They underperform because signal integrity breaks down as programmes scale. As campaigns expand across agencies, publishers, paid media, ABM, events, and regional teams, one thing almost always happens quietly in the background: Engagement grows. Dashboards look healthy. But pipeline truth becomes harder to trust. And for organisations measured monthly on MQLs and SQLs, the pressure to hit volume targets can unintentionally accelerate that problem. We recently pressure-tested this challenge during a Proof of Concept against incumbent suppliers. The results were not incremental. They were structural: 507 verified leads delivered £49 CPL maintained 0% lead return rate vs competitor benchmarks between 1.8% and 2.8% 99% SAC match rate ensuring account and persona accuracy Warm buying intent signals more than double competitor benchmarks 0% data inaccuracy compared to error rates as high as 60% Lead batches delivered every two days instead of weekly But the real outcome was not performance. It was pipeline certainty. Certainty that MQLs reflected genuine engagement. Certainty that SQL conversations started with recognised interactions. Certainty that reported pipeline was built on verified buying signals. Certainty that new demand entering CRM and marketing automation would not contaminate data integrity or introduce compliance and reputational risk. Most organisations still optimise for lead volume. The organisations outperforming their markets are optimising for signal integrity. Because signal integrity determines: Conversion quality Sales efficiency Forecast accuracy Compliance confidence Marketing credibility The consistent message I hear from CMOs, CROs, and revenue leaders is not about needing more leads. It is about needing absolute confidence that the leads entering their funnel are real, relevant, compliant, and revenue capable. The future competitive advantage in demand generation will not come from who generates the most demand. It will come from who can prove their demand is true. Curious how marketing and revenue leaders here are validating signal integrity as programmes scale. Are you confident what looks strong in reporting is genuinely translating into revenue? #DemandGeneration #LeadQuality #PipelineTruth #ROAS #B2BMarketing #RevenueLeadership #LeadScaleGroup

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🚨 DTC Brands 🚨 Before Black Friday / Cyber Monday: take a quick look at how your site is directing traffic down your funnel. Now is the time to make sure you're not wasting your ad spend.

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I think it’s time to put a label on it: Trust is a legit performance metric in advertising. We measure CPMs, CTRs, LTV, and so much more. But there’s a growing through-line in all the data and it’s becoming clearer with time. Trust is becoming the northstar that connects all the metrics indicating why a campaign works - or why it doesn’t. We treat it as fluff because we can’t measure how it raises completion rates, user willingness or brand recall. Or how it’s the common thread through all intent signals today. But it’s becoming the driving force behind cost-effective ad strategy without showing up on the dashboard. In other words: it’s the intangible thing that makes everything else tangible. And that trust compounds quietly over time, shaping long-term outcomes. For advertisers, make no mistake: understanding trust mechanics is how to navigate one of the biggest hurdles today - interpreting data in the era of data overload. Trust is how you find signals through the noise. Trust is how you choose your partners. Here are 10 ways we built trust with our demand partners 👇

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How to feed Google "Gross Profit" data instead and make profit We’ve spent years worshipping at the altar of ROAS (Return on Ad Spend). But as Google Ads becomes more automated, ROAS is becoming a "vanity metric" that hides a shrinking profit margin. If your ads are driving record sales but your bank balance isn't moving, you’ve fallen into the "Smart Bidding Trap." The computer is brilliant at finding "conversions," but it doesn't care about your Net Profit. Here is the big shift we are talking about in our creative marketing pitches right now: Profit-Driven Bidding: Stop telling Google to find "Revenue." Start feeding it "Gross Profit" data instead. When the machine knows which products actually make you money, it stops wasting your budget on cheap items that cost more to ship than they are worth. The "Creative Leverage" Factor: Every one of your competitors has access to the same "Smart" tools. The only thing they don't have is your Creative. If your pictures and videos don't stop people from scrolling, no amount of "Smart Bidding" will save your business. Mastering the "Black Box": We are moving from "Ad Managers" to "Data Architects." Your job isn't to change bids anymore; it's to make sure the information you give the machine is better than your competitor's. Being fast is not the same as being profitable. The winners of 2026 won't be the ones with the best "hacks." They will be the brands that realise Automation is a hungry beast—you have to feed it the right data to survive. Stop chasing "Volume" and start designing for "Value." Is your Google Ads account a profit centre, or just a way for Google to make money? #GoogleAds #PerformanceMax #Profitability #CreativeMarketing #DigitalStrategy #EcommerceUK

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“Cloudflare: Bots now make up 57% of webpage requests” & “Google zero-click searches hit 68% in early 2026” I was reading these two articles published on Search Engine Land recently and paused for a second, thinking: wait… what’s actually going to happen to marketing? For years, marketing success was measured by clicks, traffic, and rankings. But in a zero-click environment, those metrics are starting to lose meaning. The rules of digital marketing are changing faster than most brands realize and this isn’t incremental, it’s structural. Bots are now the internet’s largest “audience.” AI agents can scan thousands of pages in seconds, far beyond what any human can do. So while your analytics may show growing traffic, that doesn’t necessarily mean more customers or even real attention. At the same time, search itself is changing. The journey is no longer “search, click, browse.” It’s becoming “search, get the answer, move on.” And if your brand is not part of that answer, you may never even enter the decision process. To adapt to this new reality, brands need to rethink how they create and distribute content. It’s no longer just about writing for people, but also about making content easy for AI to understand. That means being clear, structured, and direct, so information can be quickly extracted and used in answers. But content alone is not enough. Your brand also needs to exist beyond your own website. AI builds responses from multiple sources such as articles, reviews, media mentions, and social platforms. If your presence is limited to your own domain, your visibility will be limited too. Another major shift is reducing dependence on platforms. In a world where users may never click, building your own audience through email, messaging, or communities becomes critical. And maybe the most important change is in the customer journey itself. Discovery and trust are now built before the click even happens. By the time someone visits your website, the decision may already be half made. 💡 If visibility is happening without clicks and decisions are being shaped before users even reach your site, how are you adapting your marketing strategy to stay part of the conversation?

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Google Ads Tip #21 - The "Flat Value" Mistake In the world of e-commerce, Google Ads is a mathematical genius. It knows exactly that a $100 sale is better than a $10 sale, and it bids accordingly. But for Lead Generation, most advertisers turn Google into a moron. They tell the system that a "Newsletter Signup," a "Contact Form Fill," and a "Booked Demo" are all simply "Conversions." In the eyes of the algorithm, they are identical. ---------------------------------------------------- This is the "Flat Value" mistake. When you use strategies like Maximize Conversions or Target CPA (tCPA), Google’s only goal is to get you the cheapest action possible. It will naturally gravitate towards the path of least resistance. You will end up with 50 newsletter signups (who never buy) and zero booked demos, and the algorithm will pat itself on the back for lowering your Cost Per Lead. You are optimizing for quantity, not quality. ----------------------------------------------------- The game-changer is Value-Based Bidding for Lead Gen. You must teach the machine the hierarchy of your business. 1. Assign Static Values: Even if you don't know the exact revenue yet, assign relative values. Tell Google: "A Newsletter signup is worth $10. A Contact Form is worth $50. A Booked Call is worth $200." 2. Switch to tROAS: Once you feed these values into the system, you can stop using tCPA and switch to Target ROAS. ----------------------------------------------------- Now, instead of hunting for the cheapest click, the algorithm hunts for the highest value. It might bid $50 for a click because it recognizes a user who looks like a "Booked Call," while ignoring the cheap clicks that only result in spam fills. Stop treating your leads like commodities; treat them like assets with different price tags. #google_ads_tips ---------------------------------------------------- Do you want to audit your ad account and discover the leaks that are draining your budget? Book your audit session now and end budget wasting: https://lnkd.in/d3-GEjwh

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