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A few things I’d dig into:
**Landing page.** You mentioned using the same landing page for every ad. For B2B with a niche audience like yours, the page needs to speak directly to procurement/supply chain people at CPG brands. Is it doing that? Or is it generic? The page should match the intent of the keyword as closely as possible. Also, load speed, mobile experience, and a clear CTA all matter more than people think. I’d honestly start here before touching anything else.
**Impression share at <10%.** That’s extremely low. Are you being limited by budget or by rank? Check your impression share lost to budget vs. lost to rank in the columns. If it’s budget, you’re leaving a ton of potential volume on the table. If it’s rank, that ties back to quality score, which ties back to the landing page again.
**Manual CPC switch.** I get why you did it, but with only 1-2 leads a month you’re going to have a really hard time making manual bidding decisions with any confidence. The data is just too thin. Have you considered Max Conversions with a target CPA? Even with low volume, it can help if your conversion tracking is solid (which you say it is).
**Keyword to landing page alignment.** You said you tried separating landing pages and didn’t see quality score improvement. How long did you test? Quality score updates can lag. And were the pages actually meaningfully different, or just minor variations?
For a niche B2B account like this, the math is always going to look rough on a per-month basis because of the long sales cycle and small TAM. But a 1.5% conversion rate with quality scores of 3-6 means there’s real room to improve before you even think about restructuring the campaign.
Feel free to reach out if you want a second set of eyes on the landing page or account setup. Happy to take a look.
