Google Ads for B2B: match types, negatives and wasted spend

Google captures buyers at the moment of intent. The Google Playbook provides the architecture for profitable search advertising.

Intent Hierarchy

Intent Hierarchy
Intent LevelExample QueryValue
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

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