| Targeting | Intent-based audiences built from buyer search behavior in your market | Broad interest and demographic targeting |
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| Optimization | Optimized toward qualified leads and pipeline value | Optimized toward clicks and impressions |
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| Reporting | Cost-per-qualified-lead and pipeline contribution, monthly | Vanity metrics: impressions, CTR, reach |
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| Exclusivity | One team per market segment — no competing campaigns | Multiple clients in the same market |
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| Strategy | Channel mix built around your buyer — updated quarterly | Default platform settings and generic campaign types |
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