Amin

But I think it's important to just make sure you don't throw the baby with the bathwater and say it doesn't work.

Sometimes it's just a team issue.

The second one is, and this one is coming more from the B2C rather than enterprise, is search and social ads.

In SMB selling, you need to think about who's the target customer.

And the target customers a lot of time is very similar to the B2C target customer.

So our target customers, for example, for the restaurant side, they are on Instagram all the time.

They are on Instagram promoting their business.

They're not just exploring, but they are on Instagram.

And so if you want, you can start using both search and social ads and really capture them.

There are a couple of things that are key we figured out after a bunch of testing.

Targeting is key, but you can do targeting really, really well right now with the new AI tools that are out there.

You can do targeting really well.

You need to increase your ad budget slowly.

You need to give the algorithm time to be able to find the right type of target.

target the right type of audience for you, you need to train it well.

So pixels and making sure that the algorithm knows what is an actual lead for you, not just a click-through, super important.

We had to learn that.

We learned that the hard way of really optimizing on something that doesn't convert.

If you can tell the algorithm what actually converted, it can go and find you more of that.

And we have been able to do that successfully with Meta at one third of the cost of our Google Ads.