Reply To: after 4 years of running B2B google ads I’ve completely changed how I think about paid’s role in the pipeline and it’s made my clients way happier

[Staff_Sharp]

Yeah, this is usually the shift. A lot of B2B teams wreck paid by forcing it to behave like appointment setting when the real job is qualifying and warming demand.

What has helped for me is separating primary conversion reporting from pipeline influence reporting. If you only optimize to demo fills, the account starts finding people who like forms. If you also look at qualified opps / meetings created / closed-won touch patterns, the conversation gets a lot healthier.