AI is changing B2B marketing fast. But better prompts won’t save bad data or weak strategy.

In this episode, Louis and Maelien explore what marketers should focus on now to stay ahead as AI becomes more embedded in advertising platforms.

They discuss why robust conversion tracking is the foundation of effective AI, the shift from channel-level optimisation to systems thinking, how integrating data sources can unlock better insights, and why independent thinking remains a critical competitive advantage.

If you're preparing your marketing function for an AI-driven future, this episode offers a practical framework to help you focus on what matters most.⏱️

Great ads management isn’t about doing more work. It’s about having the right system behind it.

In this episode, Louis and Maelien explore why operational frameworks are essential for consistent, high-quality performance marketing. They discuss the hidden cost of reactive account management, the difference between “dabbling” and “grazing” in ad accounts, and why the best frameworks create consistency without becoming rigid.

You'll learn how to separate baseline optimisation from bespoke strategic work, spot issues earlier, and build a process that makes every hour spent in your ad accounts more valuable.

Not all PPC agencies are created equal.

In this episode, we break down the biggest B2B ad agency red flags — from overpromising and fake expertise to poor tracking, hidden data, account ownership issues, and “set and forget” management.

You’ll learn what a healthy agency relationship should actually look like, how to spot warning signs before performance drops, and the questions to ask if something feels off.

⏱️ Chapters:

00:00 – Why some agency relationships quietly fail

01:15 – Overpromising and the “say yes to everything” problem

03:40 – Spotting fake expertise and testing agency credibility

04:50 – Ad account ownership and why it matters 06:00 – Reporting, conversion tracking, and hidden performance issues

07:20 – Techno babble, jargon, and unclear communication

08:20 – Complacency, constant handovers, and pricing red flags

11:20 – Budget pressure and when scaling ad spend makes sense

12:05 – What a healthy B2B agency relationship looks like