San Diego Sessions: #3. Advanced Targeting and Smarter Customer Journeys
This is the third in a series of articles by regular PPC Hero contributor – and Hero Conf speaker, Lisa Raehsler – in which we put some of the most anticipated talks from October’s Hero Conf San Diego in the spotlight.
Part 1: What’s Working in AI and PPC Right Now (and What to Watch Next)
Part 2: The Next Level of ROI and Real Performance in Paid Media
Finding the right audience has always been at the heart of PPC, but now it’s no longer just about targeting a few keywords or job titles. Platform automations and rising customer expectations mean advertisers need new strategies to reach the right people and guide them through increasingly complex buying journeys.
The stakes are high. If you miss the right audience, campaigns won’t convert. You need to meet prospects at the right stage, or the budget is wasted. Advanced targeting and journey mapping are essential survival skills for anyone who wants to stay competitive in an increasingly crowded digital landscape.
Why Advanced Targeting?
The targeting approaches we rely on are breaking down. Third-party cookies are disappearing. Buyers have become more sophisticated, conducting extensive research before engaging with sales teams and expecting personalized experiences at every touchpoint.
The brands getting ahead in 2025 are those combining first-party data insights with advanced platform features to create laser-focused campaigns that feel personal, not invasive.
At Hero Conf San Diego, speakers will share cutting-edge strategies to help marketers master targeting precision, build authenticity into campaigns, and optimize every step of the customer journey. These sessions go beyond basic tactics to address the fundamental shifts reshaping paid media.
1. 7 LinkedIn Ad Tactics Learned from $68m in Spend for the Biggest Brands in B2B
Reaching the right accounts is a challenge in B2B marketing. Basic persona targeting isn’t enough when every competitor is chasing the same job titles with similar messaging. The next wave of competitive advantage comes from total addressable market (TAM) precision that ensures you reach every important account.
Garrett Mehrguth takes this challenge head-on. His session dives into how advertisers can use LinkedIn Ads not just for broad awareness, but to systematically identify and convert every target account into sales opportunities. With $68 million in managed spend across enterprise B2B brands, Garrett has seen what works and what wastes budget.
“In my session, you’ll learn how to identify and reach every target account in your total addressable market with precision. I’ll share proven LinkedIn Ads strategies to turn your ideal customer persona into booked sales meetings directly from paid social campaigns.”
– Speaker: Garrett Mehrguth, CEO at Directive
– Session: 7 LinkedIn Ad Tactics Learned from $68m in Spend for the Biggest Brands in B2B
2. Leveraging LinkedIn Thought Leader Ads to Drive Sales and Build Executive Presence
Targeting the right audience is only half the battle. Now, buyers are more skeptical, research-driven, and wary of traditional ad messages. That means trust and authenticity have become critical in paid media performance, but most brands struggle to scale authentic messaging through paid channels.
Ashley Mo’s session focuses on one of LinkedIn’s newest formats: Thought Leader Ads. By amplifying the authentic voices of executives, brands can position themselves as credible and trustworthy while driving meaningful business outcomes. Early adopters stand to gain the most as the format continues to roll out, but success requires strategic thinking about which voices to amplify and how to measure impact beyond traditional metrics.
“As organic and paid continue to merge, trust and authenticity have never been more important. LinkedIn Thought Leader Ads are a great way to build trust, elevate your executives, and drive business results. It’s still early days, so marketers who leverage this new ad format will reap the benefits.”
– Speaker: Ashley Mo, Director of Growth Marketing at Cresset
– Session: Leveraging LinkedIn Thought Leader Ads to Drive Sales and Build Executive Presence
Attendees will learn how to integrate Thought Leader Ads into their broader paid strategy, creating campaigns that combine precision targeting with authentic executive voices for stronger conversion paths.
3. Unearthing PPC Gold: Treasure Hunting the Customer Journey
The customer journey is no longer linear, if it ever truly was! A prospect might engage with your brand on search, social, video, and remarketing campaigns before making a decision, and every touchpoint has the potential to move them forward or bail on the purchase path. Traditional funnel thinking often misses the hidden weaknesses and opportunities between these steps.
Jordan Stark’s session shows how mapping and optimizing the customer journey reveals untapped revenue potential. His approach focuses on identifying where conversions are being lost, how to personalize touchpoints based on journey stage, and how to continually optimize the path to purchase using data most advertisers overlook.
“My session will show how customer journeys can be mapped and capitalized on to get new insights and data for big revenue wins. Attendees will learn to find leaks, personalize touchpoints, and continually optimize every stage to turn lost conversions into efficient wins.”
– Speaker: Jordan Stark, Director of Lead Generation at Avalaunch Media
– Session: Unearthing PPC Gold: Treasure Hunting the Customer Journey
Attendees will gain a practical framework for analyzing customer journeys and turning wasted impressions into revenue opportunities.
The Strategic Imperative: Precision Over Volume
These sessions represent a fundamental shift in how successful advertisers approach targeting and journey optimization. The brands that will dominate are those that master three critical capabilities:
Account-Level Intelligence: Moving beyond demographic targeting to understand specific accounts, their business challenges, and their buying committee dynamics.
Authentic Engagement: Building trust through genuine thought leadership and executive presence rather than relying solely on promotional messaging.
Journey Customization: Creating seamless, personalized experiences across multiple touchpoints that guide prospects toward conversion without feeling pushy or disconnected.
Final Takeaway
Advanced targeting today has gone beyond audience filters or campaign settings. It’s now focused on precision in reaching the right accounts, authenticity in how you show up, and smarter optimization of every touchpoint in the customer journey.
The speakers featured here will equip you with strategies to refine your targeting to stay on the cutting edge of paid media.
These Hero Conf sessions will show you exactly how to make that advanced targeting combination work for your campaigns.
Want to lead the next era of advertising? Join the conversation at HeroConf.
Hero Conf San Diego will take place September 23-24 at the Manchester Grand Hyatt, San Diego. Tickets are on sale now
