5 Ways to Optimise Established B2B Paid Search Accounts

1. Test Broad Match Keywords Strategically

Adding broad match keywords might sound risky, but when used carefully, they can uncover new opportunities. Start by identifying 1-2 broad match keywords and adding them to your top-performing campaigns. Broad match helps Google’s algorithm identify related terms, exposing new search intents you may have missed.

Example: If you sell a B2B CRM tool, a broad match version of “B2B CRM platform” might trigger searching search terms like “client management tools for small businesses”.

‍Actionable Tips :

• Start by adding ½ of your best performing Exact/Phrase keywords as Broad match.
• Set a budget cap for testing to manage costs.
• Monitor search query reports closely, promoting high-performing queries to exact match if they maintain consistent performance.
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2. Optimise Landing Pages Regularly

Even the best ads underperform if they lead to suboptimal landing pages. Review your competitors’ landing pages frequently to benchmark content, design, and user experience. Test headlines, calls to action, and multimedia elements to find combinations that resonate with your audience.

Example: A competitor’s page with a customer testimonial video might outperform a text-heavy one. Add dynamic elements like video case studies or product demos to engage visitors and reduce bounce rates.

Actionable Tip: Use tools like Hotjar to analyse user behavior on your landing pages. Pair these insights with A/B testing tools to refine messaging and layout effectively.

3. Leverage Localised Campaigns for Low-Performing Locations

Underperforming locations often have specific needs that generic campaigns overlook. Segment these regions and tailor your ad copy, keywords, and landing pages to address local nuances.

Actionable Tips:

• Analyse location reports in Google Ads to identify regions with high spend but low ROI. 
• Review messaging
• Use geo-specific phrases and imagery in your ads and landing pages to improve relevance.

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4. Test Target Impression Share Bidding for Brand Campaigns

Brand campaigns often benefit from Target Impression Share bidding, which prioritises visibility over conversions. This strategy ensures your brand dominates for key terms, often reducing CPAs compared to conversion-focused bidding.

Example: A campaign for “XYZ Consulting” under Max Conversions might miss visibility during peak search hours. Switching to Target Impression Share can ensure your brand appears consistently, improving recall and direct traffic.

Actionable Tips: 

• Set an impression share goal (e.g., 85%)
• Monitor search impression share and CPA over two months to determine impact on brand awareness and overall ROI

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5. Use Shared Budgets to Balance High-Performing Campaigns

Shared budgets ensure consistent pacing across campaigns, preventing overspending on one while underutilising others. This is particularly useful for campaigns with fluctuating demand.

‍Example: A campaign targeting “lead generation software” might see spikes in demand mid-month. With shared budgets, excess funds from lower-demand campaigns can automatically reallocate, ensuring consistent performance across the board.

Actionable Tips: 

• Group campaigns with similar ROIs under shared budgets. 
• Use performance data to adjust allocations weekly for optimal results.

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Conclusion: Optimise, Localise, and Scale

Fixing an underperforming Google Search account requires a data-driven approach. By testing broad match keywords, optimising landing pages, localising campaigns, refining bidding strategies, and leveraging shared budgets, you can turn lackluster campaigns into high-performing assets.

Remember, optimisation is an ongoing process. Regular audits, A/B testing, and competitor analysis are essential to stay ahead in the dynamic B2B search landscape. Implement these strategies today and watch your Google Search campaigns drive better results tomorrow.