“The last agency sent slick reports—and zero pipeline.”

1 What we look at first

• The conversion the account is optimizing toward — a real sales-qualified opportunity, or the cheapest thing on the page (a free sign-up, a raw form-fill, a $3 trial)? This one setting decides everything the algorithm buys.
• Match types and negatives — how much of the spend is on broad and phrase match, and whether anyone was doing the unglamorous work of adding negatives every week.
• Whether B2C intent is bleeding into B2B campaigns — “free” terms, hobbyist searches, and consumer versions of your product quietly eating budget.
• Where the clicks land — a message-matched page built to convert a buyer, or the homepage and a wall of text with a generic logo bar.
• Whether anything from your CRM flows back to the platforms, so the algorithm can learn what a real deal looks like.

2 The generalist tells we usually find

Nine times out of ten it’s the same story: a competent generalist left Google’s defaults on and optimized for volume, because that’s what works on a B2C account. A recent teardown (a B2B events / registration SaaS, name stripped) is the cleanest example we have.

3 What a specialist changes

• Point the algorithm at the right target: move off Max Conversion Value toward a value/ROAS goal tied to real B2B opportunities, so it stops chasing $3 sign-ups.
• Hard-split B2B from B2C — separate campaigns, ad groups, and landing pages — so your B2B budget stops subsidizing hobbyists.
• Broad and phrase → exact, plus a real negative list. As I tell every client: “the first two weeks of any campaign is just me adding hundreds of negative keywords. It’s not the glamorous part — it’s the grind. But that’s where I come in.”
• Rebuild the B2B pages with real product screenshots and scannable proof, not a generic logo bar.
• Feed real down-funnel signals back to the platforms, so they optimize toward pipeline instead of form-fills.

4 What happens next — and why it eases this exact pain

• The account starts buying B2B opportunities instead of the cheapest conversion it can find — the report and the pipeline finally tell the same story.
• And the part that fixes your problem: you walk away with tangible, itemized reasons the last setup underperformed — proof it was the operator, not the channel and not your product. You hand the next account over knowing exactly what “run right” looks like, because you’ve seen it mapped on your own data.

You don’t need us to start. Open your account this week: if Max Conversion Value is on and “free” / B2C terms are sitting in your top keywords, you’ve already found the same leak.