Paid media rarely fails because of bad ads. It fails when there’s no real plan to begin with.

I’ve seen it across startups, enterprise B2B, and creative agencies:

Campaigns are launched with urgency, but sometimes with sloppiness. The budget gets spent. The leads are of low quality. The story doesn’t land. The exec team asks what went wrong.

If you’re in B2B and still running display like it’s B2C, it might be time to hit pause.

Display advertising isn’t dead, but it is different. The wide-net tactics of the early 2010s don’t hold up in today’s privacy-first, signal-thin, buyer-skeptical landscape. And yet, too many B2B brands are still running programmatic campaigns that feel like digital billboards on the wrong highway.

B2B doesn’t have to be boring.

It just usually is.

In a landscape flooded with copycat websites, templated product pages, and stock visuals, innovative brands are rediscovering the power of design; not just as decoration, but as a communication tool. Visual storytelling is finally catching up to the complexity of the products and ideas it’s meant to convey.

Let’s talk about dimensionality in how ideas are presented.