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this is a pretty common outcome for B2B with AI Max — the intent threshold just isn’t tight enough for considered purchases.
but there’s a downstream issue that doesn’t get discussed enough: when broad campaigns generate inflated lead volume, the sales team’s response pattern changes. they start triaging by submission time instead of intent signals, which means the rare genuinely qualified lead gets the same 4-hour callback as the irrelevant one.
the negative keyword grind you mentioned is real. but the conversion gap often lives *after* the click — not in the campaign settings. better matching helps, but so does having a signal for which of those inflated leads is actually worth calling first.
