In B2B paid search, focusing on massive keyword lists can be detrimental to your pipeline. Discover how narrowing down to high-intent keywords can significantly boost your results and revenue.
Don't get mad, but stop obsessing over keyword volume in B2B paid search. It's killing your pipeline. Massive keyword lists don't equal better performance. The reality? Most B2B SaaS companies are wasting budget trying to rank for every possible search term their ICP might use. But data shows that only a small subset of keywords actually drive qualified pipeline.
We recently scaled a client's account from 500+ keywords to 30 high-intent ad groups. The result?
The process is straightforward:
We need to stop hiding behind vanity metrics and complexity. Your CFO doesn't care about impression share or click-through rates. They care about pipeline and revenue. Focus on the keywords that match your ICP's buying intent. Everything else is just noise.
#Marketing is not magic; it's a means of communication.
Most agencies are still running the same tired playbook from 2010, obsessing over lead volume while your sales team drowns in unqualified prospects. And if you're nodding along, you've probably been there – staring at a dashboard full of "leads" that wouldn't know your ICP if it hit them in the face.
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