E.E.A.T.’s Impact on Performance Marketing: What You Need to Know for Paid Search and Social

If you’re running a business with $2M+ in revenue, chances are you’re already investing heavily in performance marketing—whether it’s through Google Ads, Facebook, LinkedIn, or TikTok. But here’s the question: are you factoring in E.E.A.T. (Experience, Expertise, Authoritativeness, and Trustworthiness)?

You might be thinking, “E.E.A.T. is for SEO.  Not exactly. While E.E.A.T. is critical for organic search rankings, it’s increasingly influencing paid search and paid social strategies. The same principles that build trust and authority for Google also resonate with users—and platforms like Google Ads and Meta are incorporating these signals into their algorithms.

Neglecting E.E.A.T. in your ads and landing pages could mean wasting ad spend, lower quality scores, and weaker ROAS. Let’s break down how E.E.A.T. influences performance marketing and how B2B and D2C brands can adapt.

The Connection Between E.E.A.T. and Performance Marketing

In performance marketing, the goal is to generate conversions efficiently. But here’s the reality: customers (and algorithms) are increasingly skeptical of ads that don’t feel credible or trustworthy.

Take Google Ads, for instance:

• Quality Score, which impacts your cost-per-click (CPC) and ad placement, is influenced by landing page experience. If your landing page doesn’t demonstrate E.E.A.T., your score suffers, and you pay more for less.

• Meta Ads (Facebook and Instagram) use signals like engagement and post-click behavior to measure trust. If users click your ad but bounce quickly, your relevance score drops, increasing your cost-per-action (CPA).

With rising CPCs and competition in paid search and social, weaving E.E.A.T. into your campaigns isn’t optional—it’s essential.

How E.E.A.T. Impacts Paid Search

Let’s talk Google Ads first. Paid search campaigns live and die by three factors: ad relevance, Quality Score, and conversion rates. Here’s how E.E.A.T. influences each:

1. Ad Relevance

Google prioritizes ads that align closely with a user’s search intent. But it’s not enough to just stuff keywords into your headlines and descriptions—Google also considers the trustworthiness of the landing page.

Example (B2B):

A SaaS company bidding on “best project management software” needs more than a flashy ad. The landing page should:

• Include expert content like case studies or whitepapers.

• Clearly showcase author credentials (e.g., “Our platform is trusted by 500+ companies”).

• Use trust signals like client logos or awards.

Example (D2C):

A skincare brand running ads for “anti-aging serum” must feature a landing page with:

• Scientific backing or dermatologist endorsements.

• Transparent product information (e.g., “Clinically tested with 98% user satisfaction”).

• Positive reviews or user-generated content (UGC).

Why It Matters: Ads that align with E.E.A.T. principles tend to have higher click-through rates (CTR), which boosts Quality Score and lowers CPC.

2. Quality Score and Landing Page Experience

Your landing page experience score is directly tied to E.E.A.T. metrics. Google looks for:

• Relevance: Does the page deliver on the promise of the ad?

• Authority: Are there credible backlinks, citations, or endorsements?

• Trustworthiness: Is your page secure (HTTPS) and transparent (clear privacy policies, no misleading claims)?

B2B Takeaway:

For B2B, poorly optimized landing pages often bleed ad budgets. If your page lacks depth—like a strong value proposition, detailed case studies, or third-party validation—don’t expect a great Quality Score.

D2C Takeaway:

D2C brands, especially in competitive spaces like fashion or wellness, need to focus on user reviews, product guarantees, and seamless navigation. These elements enhance trust and drive conversions.

Why It Matters: A higher Quality Score reduces your CPC, allowing you to stretch your ad budget further.

3. Conversion Rates

Even the best ad copy falls flat if your landing page doesn’t convert. E.E.A.T. principles directly impact how users perceive your brand once they land on your page.

Example (B2B):

Let’s say a financial consulting firm is targeting CFOs with ads for a “Free ROI Calculator.” If the landing page lacks testimonials, clear contact information, or detailed ROI examples, potential leads will hesitate.

Example (D2C):

Imagine clicking an ad for sustainable clothing, only to find a vague landing page with no transparency about materials or manufacturing. Chances are, you’re bouncing—and fast.

Why It Matters: Trust is the linchpin of conversions. Users who perceive a lack of E.E.A.T. are less likely to take action, which hurts your ROAS.

How E.E.A.T. Impacts Paid Social

Paid social operates differently from search but faces similar challenges when it comes to trust and authority. Platforms like Facebook, Instagram, and TikTok reward advertisers who create engaging, credible content. Here’s how E.E.A.T. fits in:

1. Trust Drives Engagement

Social media ads need to grab attention and hold it. But if your ad feels too “salesy” or lacks credibility, users will scroll past.

B2B Strategy:

On LinkedIn, for example, trust-building is crucial. A poorly designed ad promoting a “Free Demo” without showcasing expertise or authority (e.g., industry certifications, testimonials) will underperform.

D2C Strategy:

On Instagram, D2C brands thrive on social proof. Ads featuring UGC, influencer partnerships, or customer reviews perform far better than generic product ads.

Why It Matters: Ads rooted in E.E.A.T. generate more clicks and better engagement, which Meta’s algorithm rewards with lower CPMs.

2. The Post-Click Experience Matters

For social ads, the post-click experience (what users see after clicking) is just as important as the ad itself. A strong alignment between ad creative and landing page content ensures users stay engaged.

Example (B2B):

A cybersecurity firm’s ad offering “5 Free Tips to Prevent Data Breaches” must lead to a landing page with actionable, expert-backed content—not just a generic email capture form.

Example (D2C):

A wellness brand promoting “Gluten-Free Protein Bars” should direct users to a page featuring ingredient transparency, customer reviews, and certifications.

Why It Matters: A seamless user experience increases time on site and reduces bounce rates, improving campaign performance.

E.E.A.T. in Creative: How to Integrate It into Ads

E.E.A.T. isn’t just about the landing page—it should also influence your ad creative. Here’s how to apply E.E.A.T. principles across your paid search and social campaigns:

B2B Ad Creative

1. Expertise: Highlight thought leadership. Use language like “Trusted by Fortune 500 Companies” or “Industry Experts in [X].”

2. Authority: Mention awards, partnerships, or certifications directly in the ad copy.

3. Trustworthiness: Include a CTA that reflects transparency, like “See How Our Clients Saved $1M” or “View Case Studies.”

D2C Ad Creative

1. Experience: Use customer testimonials or real-life use cases (e.g., “Watch How Sarah Transformed Her Skin in 30 Days”).

2. Authority: Feature influencer endorsements or third-party recognitions like “Rated #1 by [Publication].”

3. Trustworthiness: Reinforce trust with offers like “30-Day Risk-Free Trial” or “Free Shipping, No Hidden Fees.”

Measuring the ROI of E.E.A.T. in Performance Marketing

If you’re investing in E.E.A.T., you want to see results. Here are key metrics to track:

For Paid Search

• Quality Score Improvements: A higher Quality Score reduces CPC and improves ad placements.

• Conversion Rate Growth: Monitor whether landing page optimizations drive more leads or sales.

• Lower CPA: Trustworthy and relevant pages should result in a lower cost-per-acquisition.

For Paid Social

• Engagement Rates: Ads that incorporate trust signals typically see higher CTRs and more meaningful engagement.

• ROAS: Stronger landing pages aligned with E.E.A.T. often result in better return on ad spend.

• Post-Click Metrics: Look at time on site and bounce rates to gauge the effectiveness of your landing page.

Final Thoughts: Why E.E.A.T. Is Non-Negotiable for Performance Marketing

For companies with $2M+ in revenue, performance marketing is about maximizing every dollar spent. Ignoring E.E.A.T. means leaving money on the table.

Whether you’re in B2B or D2C, integrating E.E.A.T. principles into your paid search and social campaigns isn’t just about better ads or landing pages—it’s about creating a brand that people trust and platforms reward.

Your next step: Audit your paid campaigns for E.E.A.T. gaps. Update your ad creative, refine your landing pages, and make trust the cornerstone of your performance marketing strategy. When you do, you’ll not only lower costs but also build a foundation for long-term success.