Tell Google Ads to Stop Wasting Money!

If You’re in B2B SAAS, Tell Google Ads AI to Stop Wasting Money!

🤔 Here is how your money is being wasted:

If your Google Ads are optimizing based on conversions, and the only conversion event is getting new contacts, the AI is ruining your lead quality.

🤷‍♂️ "But it optimizes to find more people similar to my existing leads and gets more leads."

Yeah, kinda.

🙅‍♂️ This line of reasoning is the problem.

The AI has NO IDEA what a bad lead is.

💻 It's actually decent at optimizing for purchase conversions (think B2C ecommerce).

But with any sales process that counts the initial contact as a conversion, the AI is optimizing you into wasted money 💸.

💡 The exception is if you're using the HubSpot events tool in the ads portal.

🔄Send all conversions to Google, but choose a specific lifestyle stage to signify a primary conversion.

The AI only optimizes based on these primary conversions.

🕰️ This can be slow going but be patient.

If your sales process takes 2 weeks, the AI won't optimize on today's qualified contacts until 2 weeks from now when they close.

🙏But it’s worth the wait.

Don’t let short term thinking kill your long term advantages here.

📣 This also goes for Facebook and LinkedIn ads, but the details of that might require another post.

But basically:

🤖When you tell an AI you want contacts, it works to fill those parameters, WITH NO OTHER CONSIDERATION.

🔧 Manually changing bids on keywords and audiences is more reliable in these scenarios.

Anyone else using hubspot or something else to work around this problem?

Wondering if this applies to you?

Tag your brand in the comments and I’ll reply with my best guess as to whether you should be optimizing on contact conversion.