SUMMARY: According to MarketingSherpa's new Search Benchmark Guide, consumer marketers have dramatically slowed their PPC keyword growth over the past 12 months. However, B-to-B marketers are going in the opposite direction.
Should you be? Here's a Case Study of a real-life B-to-B lead generation marketer who changed bidding tactics *and* tested landing page changes.
Here's their story, including CPA and conversion rate result charts: