Paid advertising could make a massive difference to your pipeline and bottom line if done right. It could also help you optimize your organic search campaigns as you would have access to detailed insights into your customer journeys and customer behaviors. But mastering paid advertising is easier said than done. It requires you to make the entire journey congruent, starting from what users are trying to search on google to the design and architecture of your website.In today's episode, we have our guest, Steve Rice, who discusses why congruence is the most important factor to optimize product category architecture, navigation, user experience, customer journeys, and campaign design. He also explains how pay-per-click campaigns can help gather insights to improve overall traffic. Finally, he shares several stories where he could improve the contribution margin by making everything congruent.  For more information on growth strategies for SMBs using ERP and digital transformation, visit our community at wbs.rocks or elevatiq.com. To ensure that you never miss an episode of the WBS podcast, subscribe on your favorite podcasting platform.