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7 signs your B2B isn’t ready for Google Ads

Google Ads is the best demand capture platform.
But it’s not right for every B2B. Here are 7 signs you’re not ready for it:

𝟭. 𝗬𝗼𝘂 𝗰𝗮𝗻’𝘁 𝗮𝗳𝗳𝗼𝗿𝗱 𝗮 𝗹𝗲𝗮𝗿𝗻𝗶𝗻𝗴 𝗽𝗵𝗮𝘀𝗲

Google Ads success requires data. Data takes time.

That means making decisions with sub-optimal data.

And spending money without a guaranteed return.

𝟮. 𝗬𝗼𝘂 𝘄𝗮𝗻𝘁 “𝗽𝗿𝗲𝗱𝗶𝗰𝘁𝗮𝗯𝗹𝗲” 𝗹𝗲𝗮𝗱 𝘃𝗼𝗹𝘂𝗺𝗲

Google Ads is powered by user searches.

Even well-optimised accounts need search term volume to perform.

Some weeks you’ll have influxes.

Others you’ll hear crickets.

Depending on how many users are searching.

𝟯. 𝗧𝗵𝗲𝗿𝗲’𝘀 𝗻𝗼 𝘀𝗲𝗮𝗿𝗰𝗵 𝗱𝗲𝗺𝗮𝗻𝗱

Google Ads is the best demand capture platform.

But it only works 𝙞𝙛 there’s demand.

Users aren’t searching for what you offer?

No amount of budget will solve the problem.

𝟰. 𝗬𝗼𝘂’𝗿𝗲 𝗻𝗼𝘁 𝘂𝘀𝗶𝗻𝗴 𝗮 𝗖𝗥𝗠

Getting leads is easy.

Getting quality leads?

That’s what separates pros from amateurs.

You need a CRM to send lead quality signals to Google.

Without this you’ll waste spend AND overwhelm sales with low quality inbound.

𝟱. 𝗬𝗼𝘂’𝗿𝗲 𝗻𝗼𝘁 𝘄𝗶𝗹𝗹𝗶𝗻𝗴 𝘁𝗼 𝗯𝘂𝗶𝗹𝗱 𝗻𝗲𝘄 𝗹𝗮𝗻𝗱𝗶𝗻𝗴 𝗽𝗮𝗴𝗲𝘀

80% of Google Ads success happens on your website.

If you don’t serve users landing pages that match their search intent they’ll bounce.

(no matter how pretty your home page, pricing page or demo page is)

𝟲. 𝗥𝗲𝘃𝗲𝗻𝘂𝗲 𝗶𝘀 𝗱𝗼𝘄𝗻𝘁𝗿𝗲𝗻𝗱𝗶𝗻𝗴

Google Ads can’t save you from downtrending revenue.

That’s a sign of a more complex problem like:

· poor positioning
· poor offer
· low demand
· no PMF

Probably a combo of all 4.

Better to use allocated spend to solve those issues first.

𝟳. 𝗬𝗼𝘂 𝗱𝗼𝗻’𝘁 𝗵𝗮𝘃𝗲 𝘁𝗿𝗮𝗰𝗸𝗶𝗻𝗴 𝗰𝗮𝗽𝗮𝗯𝗶𝗹𝗶𝘁𝗶𝗲𝘀

Google Ads lives and dies on data.

You can’t collect data without robust tracking.

The minimum requirement is that you have GA4 on your website to track visitors and high-intent conversions.

Ideally, you’ll send offline conversions from your CRM data too.

If you are looking to run Google ads for the first time or want to optimise your current performance get in touch with EPR Marketing here.

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