Dave Alexander

Senior Paid Media Strategist

Dave Alexander

Dave is a Senior Paid Media Strategist at Impression Digital, specialising in advanced Search and Performance Max strategies for B2B and e-commerce brands.

Known for tackling complex tracking and data-density challenges, he focuses on combining smart automation with practical lead generation tactics. Dave regularly shares actionable PPC insights across the digital marketing community, including appearances on PPC Live and PerformanceMCR.

At PPC.London, he brings a practical, grounded perspective on optimising Google Ads when traditional conversion signals fall short—helping advertisers bridge the gap between algorithm requirements and real-world account data.

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Session topic:

When the Conversion Is Not Enough: How to Make the Most of the Data You Have

When low-volume lead generation campaigns fail to reach Google’s recommended threshold of 30 primary conversions in 30 days, Smart Bidding algorithms struggle to optimise effectively.

This talk will be a practical, step-by-step framework to bridge this data gap.

By defining high-intent user audiences and tracking high-value micro-interactions as GA4 Key Events, you can import these proxy signals into Google Ads as conversion goals. This feeds the algorithm rich behavioral data to scale performance without diluting lead quality.

Key Takeaways:

  • How to define a 'high intent user'.
  • How to set up the GA4 audience and event.
  • How to use them in your Google Ads account.