One advertising technique that might help you get more out of your PPC expenditure is offline conversion tracking, or OCT.
To put it briefly, offline conversion tracking is used by advertisers to supplement their Google, Meta, and/or LinkedIn campaigns with CRM data on customer lifetime value (LTV), purchase history (ecommerce), and down-funnel lead activity (B2B). This allows the advertisers to gain valuable insights or tell the algorithms more about their best customers and how to find more users who are similar to them.