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For a niche B2B play with 3-6 month cycles and tiny search volume, one generic landing page may be killing relevance for procurement prospects hunting specific suppliers.
Split into tight ad groups by product/category or pain point, then build dedicated landing pages that directly echo the keyword intent (e.g., “CPG packaging supplier for $10M+ brands”) with clear specs, case studies, and a low-friction lead form.
That should lift QS components a bit and unlock more impressions without jacking bids.
Switch back to Target Impression Share bidding on core exact/phrase terms once you have a few weeks of data, or layer in some broad with strong negatives to test volume carefully.
Audit search terms report religiously and add aggressive negatives to protect lead quality.
Long sales cycles means you also likely need to track micro-conversions like time-on-page or resource downloads as signals too.
You’re not failing, the setup just needs tighter relevance across keyword-ad-LP to match how Google scores B2B. You got this.
