In this episode of Unqualified Leads, we walk through how to properly set up UTM attribution inside your CRM. It's one of the most overlooked pieces of marketing infrastructure, and one of the first things we audit when we start working with a new business.

Most companies rely on the default attribution that GA4 and their CRM provide out of the box. It's not necessarily wrong, but it's rarely set up in a way you can fully trust when it's time to make real decisions. Channels get mis-assigned, direct traffic balloons, last-touch dominates the story, and the data ends up patchy enough that nobody quite believes the dashboards they're reporting on.

This episode is designed as a practical podcast for marketing teams, founders, and operators who want attribution data that holds up under scrutiny. We walk through the exact UTM framework we build for clients, from capturing parameters at the form level, to segmenting them into first, last, and conversion touch buckets inside the CRM, to layering in self-reported attribution to bridge the gaps machine tracking can't close on its own.

In this episode, we cover:

• Why default GA4 and HubSpot attribution isn't enough on its own
• How to build a UTM framework with a single source of truth across your team
• The hidden form field setup that captures UTMs against every CRM contact
• Why your tracking code needs an expiry timer, and what goes wrong if it doesn't
• How to segment UTMs into first touch, last touch, and conversion touch buckets
• Why first-touch UTMs should be locked and never overwritten
• How to use self-reported attribution as a free-text layer to enrich your data
• Why direct traffic is often misleading and what's really happening underneath it
• How to backfill historical CRM data so your dashboards aren't patchy
• Why UTMs should be set at the account level, never the ad level, with dynamic campaign tags

This is a b2b marketing podcast episode focused on the operational reality of attribution: how to set it up properly, where most teams get it wrong, and how to turn UTM data into a dashboard that tells a richer story of how customers actually find and convert with you.

It's particularly relevant for b2b marketing leadership, growth teams, RevOps, and anyone responsible for reporting on marketing performance. If you're scaling paid media, running multi-channel campaigns, or trying to prove marketing's contribution to revenue, this business growth podcast episode will help you build attribution infrastructure you can genuinely trust.

Whether you're a marketing podcast for entrepreneurs listener building your first stack, a creative business podcast follower refining your reporting, or a business leadership podcast regular focused on scaling efficiently, this is one of the b2b marketing podcasts worth coming back to whenever attribution gets messy.

Hosts:

Daniel Hughes: https://www.linkedin.com/in/dan-h-771904141/

Harry Hughes: https://www.linkedin.com/in/harry-hughes-6409b163/

https://www.mayfair-mediagroup.com/

In this episode of Unqualified Leads, we break down a real-world paid media experiment that challenges one of the most common assumptions in marketing: spend more equals more growth.

After increasing Meta ad spend by 25%, revenue only grew marginally - and media efficiency dropped. On the surface, platform performance looked strong. But once we analysed the data across CRM, GA4, and attribution layers, it became clear that the issue wasn’t acquisition - it was something much deeper.

This episode is designed as a practical podcast for marketing teams, founders, and operators looking to scale paid media without losing efficiency. We walk through how to properly analyse performance across channels and why relying on in-platform metrics alone can lead to the wrong conclusions.

In this episode, we cover:

• Why increasing ad spend doesn’t scale revenue linearly
• How to use media efficiency ratio (MER) to evaluate true performance
• The impact of retention, repeat purchase rate, and lifetime value on growth
• Why revenue lag can distort performance in longer sales cycles
• What incrementality data reveals about wasted spend
• How to diagnose performance across Meta, Google, GA4, and CRM data
• Why marketers must take a top-down approach to analysis, not just channel-level reporting

This is a b2b marketing podcast episode focused on real data, real testing, and real decision-making. It’s particularly relevant for b2b marketing leadership, growth teams, and anyone responsible for scaling paid media budgets.

If you’re running paid media, managing marketing budgets, or trying to improve business performance, this is a business growth podcast episode that will help you think more strategically about where your growth is actually coming from.

Hosts:

Daniel Hughes: https://www.linkedin.com/in/dan-h-771904141/

Harry Hughes: https://www.linkedin.com/in/harry-hughes-6409b163/

https://www.mayfair-mediagroup.com/

In this episode of Unqualified Leads, Harry Hughes and Dan Hughes break down their core approach to Google Ads for B2B lead generation. From auditing a new account to structuring campaigns for scale, this episode covers the practical frameworks they use to build, manage and optimise Google Ads accounts that are focused on generating qualified pipeline, not just cheap clicks.

They start with the foundation of every strong Google Ads account: conversion tracking. Harry explains why the first place he checks in any account is the conversion setup, how to think about primary vs secondary conversion actions, and why so many businesses damage performance by optimising for the wrong event. The conversation also covers enhanced conversions, consent mode v2, and why offline conversion imports from HubSpot or your CRM are essential if you want Google to optimise towards SQLs, opportunities and closed revenue rather than shallow lead volume.

From there, they move into Google Ads account structure and explain how to think about campaigns by geo, service, product, and intent. They unpack why campaign design is not one-size-fits-all, but why clean structure, thematic ad groups, and clear separation between brand and non-brand search are non-negotiable. Harry also explains why your brand campaign should always sit separately from your generic campaigns, and why allowing brand traffic to leak into non-brand campaigns distorts performance and wastes budget.

The episode also covers bidding strategies in Google Ads, including when to use Max Conversions, where tCPA and tROAS can make sense, and why Harry typically prefers to avoid overcomplicating bidding too early. They also touch on manual CPC and search impression share for brand campaigns, and explain why Google rep recommendations are not always the right move for your business.

You will also hear their views on:

• Google Ads audits for B2B lead gen
• How to structure campaigns around service lines or search intent
• Why exact match vs phrase match should be determined by the size of your search pool
• When broad match and AI Max may or may not make sense
• Why competitor campaigns often fail without the right landing page strategy
• How to think about PMAX, Demand Gen and Display campaigns in lead gen accounts
• Why negative keyword discipline and regular search term analysis are critical
• The importance of balancing account consolidation with the need for spend control

If you run Google Ads for a B2B company, a lead generation business, or you manage paid media for clients and want a clearer framework for how to structure, optimise and scale search campaigns, this episode is a strong introduction to the systems Harry and Dan use in real accounts.

Hosts:

Daniel Hughes: https://www.linkedin.com/in/dan-h-771904141/

Harry Hughes: https://www.linkedin.com/in/harry-hughes-6409b163/

https://www.mayfair-mediagroup.com/

In this episode of Unqualified Leads, Harry Hughes and Dan Hughes unpack the real difference between demand capture vs demand generation, and why most B2B marketing teams measure it the wrong way.

If your business is relying heavily on Google Ads / paid search to “prove” ROI, or you’re stuck in the cycle of switching budget between LinkedIn Ads, Meta Ads and Google based purely on in-platform CPA… this episode is for you. Harry and Dan explain why this approach often leads to short-sighted decisions, under-investment in brand, and an over-reliance on last-click attribution that doesn’t reflect how modern B2B buyers actually behave.

They break down the common attribution trap: when Meta and LinkedIn generate awareness and intent, but Google “wins” the credit because it captures the final click. You’ll learn why B2B buying journeys are non-linear, how channels influence each other, and why judging performance purely at a channel level can cause businesses to turn off the very campaigns that are improving results elsewhere.

Key topics covered:

• Demand capture marketing (capturing existing intent) vs demand generation (creating future intent)
• Why “Meta doesn’t work” and “LinkedIn doesn’t work” is often a measurement problem — not a channel problem
• How to report performance using blended metrics (blended CAC, blended CPL, pipeline and revenue) instead of siloed channel reporting
• Why demand gen requires time, trust, and stakeholder education, especially in high-consideration B2B
• The role of leading indicators vs lagging indicators (engagement, dwell time, audience penetration, site behaviour, account-level intent signals)
• How to improve measurement using UTM frameworks (first-touch, last-touch, conversion-touch), self-reported attribution (SRA), CRM notes, call transcripts, and qualitative data
• Why short runways and pressure for immediate ROI push teams into capture-only strategies — and why that approach plateaus

If you’re a founder, CMO, Head of Growth, or performance marketer trying to scale pipeline while reducing CAC, this conversation will help you build a smarter omnichannel B2B growth strategy — one that reflects how buyers research, evaluate, and choose vendors today.

Hosts:

Daniel Hughes: https://www.linkedin.com/in/dan-h-771904141/

Harry Hughes: https://www.linkedin.com/in/harry-hughes-6409b163/

Mayfair Media Group: https://www.mayfair-mediagroup.com/

In this shorter episode of Unqualified Leads, Harry and Dan break down Google Ads AI Max — what it is, how it works, and the real-world results (good and bad) from live experiments.

AI Max isn’t a new campaign type, it’s a layer you can add to existing Search campaigns that expands matching, dynamically optimises assets, and can even choose different final URLs based on intent. When it works, it can unlock major performance gains. When it doesn’t, it can burn budget fast with irrelevant queries.

We cover:

• What AI Max actually changes (matching, assets, URL expansion)
• When it tends to work (B2C, mass-appeal search pools) vs fail (tight B2B intent)
• How to run a proper Google Ads experiment (instead of duplicating campaigns)
• Real results from tests: +40% to +125% conversions with -28% to -57% CPA, plus examples where it tanked
• The biggest practical downside: negative keyword workload and query control
• Why you shouldn’t use AI Max on brand campaigns

If you’re considering AI Max, this episode gives you the criteria, guardrails, and testing approach to decide whether it’s worth it in your account.

Hosts:

Daniel Hughes: https://www.linkedin.com/in/dan-h-771904141/

Harry Hughes: https://www.linkedin.com/in/harry-hughes-6409b163/

https://www.mayfair-mediagroup.com/

In this episode of Unqualified Leads, we break down why server-side tracking is now non-negotiable for paid media teams.

If you are still relying on pixel-only tracking, you are losing conversion data, weakening algorithm optimisation, and making your campaigns perform worse than they should.

We cover:

• The difference between browser tracking and server-side tracking
• How Conversion API works for Meta and LinkedIn
• Why Enhanced Conversions in Google Ads matter
• How to implement offline conversion tracking from your CRM
• How to use value-based bidding with SQL and revenue data
• What to check inside Meta Events Manager
• Workarounds for restricted industries like finance and medical

This episode is a practical breakdown of how to build a proper tracking foundation so your ad platforms receive cleaner data, optimise more effectively, and improve overall efficiency.

If you run paid ads and have not audited your server-side setup, this is essential listening.

Hosts:

Daniel Hughes: https://www.linkedin.com/in/dan-h-771904141/

Harry Hughes: https://www.linkedin.com/in/harry-hughes-6409b163/

https://www.mayfair-mediagroup.com/

In this episode of Unqualified Leads, we break down why chasing lead volume in B2C often creates more problems than growth.

We dig into how high lead volume quietly destroys sales efficiency, where poor qualification actually happens inside the funnel, and how marketers can take responsibility for protecting sales time rather than overwhelming it.

You’ll learn how to diagnose lead quality issues using real funnel metrics, how to pre qualify leads through creative, forms, and landing pages, and how to design systems that filter intent before leads ever reach sales. We also cover practical tactics like pricing callouts, exclusion based messaging, instant forms, conditional logic, WhatsApp flows, and landing page structure that actually improves close rates.

This episode is for B2C teams who want fewer wasted calls, better conversations, and a funnel that prioritises quality over noise.

Hosts:

Daniel Hughes: https://www.linkedin.com/in/dan-h-771904141/

Harry Hughes: https://www.linkedin.com/in/harry-hughes-6409b163/

https://www.mayfair-mediagroup.com/

In this episode of Unqualified Leads, we switch things up and walk through a real client case study: a B2B Company doing £10-20m ARR, operating globally, but with one major catch: they had never run paid media before.

We break down how we approached a zero-history ad account, how we handled multiple products with multiple ICPs across broad geographies, and why we deliberately went broader than we normally would in the early stages to learn what the market responded to.

You will hear the exact plays that moved the needle, including the measurement foundations, how we tracked a large number of conversion actions without losing clarity, and howwebsite conversion campaigns underperformed, while LinkedIn Instant Forms consistently delivered for webinars, gated agendas, and document ads.

We also cover how events fit into the funnel, how employee thought leader content was turned into high-intent SQL demand, and how retargeting with LinkedIn message ads helped book meetings in specific verticals. Finally, we share the simple paid search structure used to capture existing demand/

The result: just under £400,000 in pipeline generated in four months, starting from scratch and on relatively low spend, with a strategy tailored to how this market actually buys.

Hosts:

Daniel Hughes: https://www.linkedin.com/in/dan-h-771904141/

Harry Hughes: https://www.linkedin.com/in/harry-hughes-6409b163/

https://www.mayfair-mediagroup.com/