My B2B Google Search Campaign is Failing

[dillwillhill]

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.

[ppcwithyrv]

This doesn’t sound like an ad strength problem — it sounds like Google is finding clicks, but your landing page and conversion signals aren’t strong enough to sort good B2B buyers from weak ones. I’d tighten search intent, stop sending everything to one generic page, and optimize toward qualified leads or closed-won data instead of raw form fills.

[Deep_Principle350]

solid ctr with low quality leads and a 3-6 quality score is a classic sign your keywords are matching to irrelevant searches. phrase and exact can still pull in garbage, especially in a niche b2b space.

I use chad ads to automate the 24/7 monitoring and blocking of those wasteful search terms. its ai copilot catches that intent mismatch and flags landing page issues, which protects the spend so you can actually fix the conversion rate instead of just burning budget.

[ecom_architect]

CTR high + CPC low but CVR ~1.5% usually means you’re attracting clicks, not qualified buyers.

So the issue is likely upstream: either the ad isn’t pre-qualifying enough, or the persona/offer is too broad.

The LP is just where that mismatch shows up.

Quick check: How many different personas are you trying to serve with that one landing page?

[carlitosrodriguez]

A few things jump out. Quality score of 3-6 is killing you. With <10% impression share, you’re barely showing up, and low QS is probably why. The landing page experience component is dragging everything down.

Before touching the campaign structure, I’d focus there. What does the landing page look like? Is the content tightly matched to the keywords or is it a generic company page? For B2B with long sales cycles, the page needs to speak directly to procurement/supply chain people at CPG brands. Not a general ‘here’s what we do’ page.

Also with 1-2 leads per month, that’s not enough data for any conversion-based bidding to work. I’d switch to Max Clicks with a bid cap for now. Get volume in, get data, improve the landing page, and once conversions pick up you can move back to a conversion-based strategy.
The good CTR and CPC tell me your ads are relevant. The low conversion rate tells me the landing page isn’t closing the deal.

[salva115]

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.

[webeminence]

Focused on some of the wrong things for sure. CTR and CPC shouldn’t really be benchmarks at all. You definitely need to get to the point of tracking conversions and having that be the main indicator. I haven’t thought about quality score in about 3-4 years and Google barely mentions quality score either. It’s really hard to say based on this limited data but my guess is you’re targeting too broadly, given that your impression share is below 10%. If you’re not going to raise budget, the best way to increase this is to target more selectively, either by location or keywords or schedule, etc.

I’d also be willing to bet that your CPC is too low and not aggressive enough for your industry.

[Schnoggs]

You need more conversion data to find qualified clicks. Think about bidding to a more upstream goal, like simply getting to your form fill or a page depth of 2+, in addition to your lead form submit.

If you use tROAS, you can weight these actions according to their conversion value (100 form fill page visits converts to 1 lead form submit, so they are worth 1/100 of your lead form, etc).

If you are more comfortable with tCPA, use them all (and set your conversion action to count all, not one per session). That will help to weight the clicks that do convert to leads.

This will take some time to build up, make sure your conversion pixel has a long conversion window opened up as well