Google Ads for B2B: match types, negatives and wasted spend
Core Premise: Google captures buyers at the moment of intent. The Google Playbook provides the architecture for profitable search advertising.
Intent Hierarchy
| Intent Level | Example Query | Value |
|---|---|---|
| Transactional | "buy demand gen software" | Highest |
| Commercial | "best demand gen tools 2026" | High |
| Informational | "what is demand generation" | Lower |
Prioritize transactional and commercial intent.
Keyword Economics
Calculate viability for each keyword: - CPC × (1/CTR) × (1/Landing Conversion) × (1/Lead-to-Customer) = Implied CAC
If implied CAC exceeds your ceiling, the keyword is not viable.
Match Type Strategy
Exact Match: Highest control, lowest volume Phrase Match: Balance of control and volume Broad Match: Avoid unless robust negative keywords
Landing Page Alignment
The landing page must continue the promise of the ad: - Message match - Headline reflects ad copy - Intent alignment - Page serves the search intent - Conversion architecture - Clear path to action
Defense Against Extraction
- Broad Match: Avoid or limit heavily
- Recommendations: Evaluate individually; ignore score
- Performance Max: Use cautiously with robust tracking
Reading about the problem is one thing. Locating yours is another.
The PACED Diagnostic asks fifteen questions and returns your estimated PACED Yield and the gate costing you most. About ten minutes.