How the ex-Head of Paid Media at Hubspot drives growth ft. Rex Gelb

In this Brandformance Office Hours episode, we dig into why clicks don't always turn into pipeline and what B2B marketers should actually be optimizing for. Rex walks through how to feed the right conversion signals back to ad platforms, why proxy metrics matter early on, and how to earn more budget by proving out cost per MQL before moving down funnel. We cover channel selection — why Google search is a no-brainer most B2B companies skip, why Meta is wildly misunderstood, and when Bing actually makes sense — plus the case for leaning into AI bidding instead of fighting it, why creative diversity is now table stakes, and where incrementality and AI search ads are headed in 2026.

About the guest:
Rex is the founder of Summit Chase, a paid media agency, and previously led paid media at HubSpot for over a decade. He also advises companies on paid media strategy. His work focuses on helping B2B teams move beyond vanity metrics and build paid programs that actually drive pipeline.