10 Google Ads mistakes that cost B2B teams pipeline, and how to fix each one
These are the ten Google Ads mistakes we find most often when we audit B2B and SaaS accounts. Each comes with a ten-minute way to check your own account and the fix, so a paid media or demand generation leader can rank what to repair first.
For paid media, growth and demand generation leaders. Opens on this page; a written copy follows by email.
What you get in the full guide
- The 10 mistakes, ranked by how much pipeline they usually cost
- A 10-minute check for each one in your own account
- The fix, step by step
- An audit checklist you can hand to your team or agency
The first three mistakes
- Optimizing for every form fill. Google learns to find people who fill forms, including students, job seekers and vendors. Fix: import qualified lead and opportunity events from your CRM and bid on those.
- Mixing buying and research searches in one campaign. Average cost looks fine while budget drains into informational queries. Fix: split buying, comparison, brand, competitor and research intent into separate campaigns.
- Broad match without a negative keyword discipline. Fix: a weekly search-term review with shared negative lists for jobs, free, training, definitions and support searches.
10 Google Ads mistakes that cost B2B teams pipeline
These are the ten Google Ads mistakes we find most often when we audit B2B and SaaS accounts. Each comes with a ten-minute way to check your own account and the fix, so a paid media or demand generation leader can rank what to repair first.
Google Ads
High-intent search, in-market audiences, retargeting, CRM-connected value-based bidding and dynamic ads.
Put numbers on it
About this guide
Does this apply to SaaS and enterprise accounts?
Yes. The list comes from B2B and SaaS account audits, where long sales cycles make the CRM signal matter more than in e-commerce.
Can my team fix these without an agency?
Most of them, yes. The guide is written so an in-house paid media lead can work through it in order.
