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The ONLY B2B Google Ads Strategy You Need in 2026 [Inside Google Ads Episode 110]
18 ideas de marketing sacadas de «The ONLY B2B Google Ads Strategy You Need in 2026 [Inside Google Ads Episode 110]», de Jyll Saskin Gales | Google Ads…
- 18 ideas despiezadas
- Fuente Jyll Saskin Gales | Google Ads Coach
- Dura 25 min
- Publicada en 2026
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El test del competidor para corregir CTR esperado bajo con alta relevancia de anuncio
Mensaje y copywritingCuando un grupo de anuncios tiene alta relevancia pero bajo CTR esperado, el problema suele ser que el copy es genérico y poco atractivo. Para auditarlo, se deben revisar los titulares haciéndose la pregunta: '¿Podría mi competidor decir exactamente lo mismo?'. Si la respuesta es afirmativa en la mayoría, es necesario revisar los anuncios de la competencia en el Centro de Transparencia de Google para encontrar…
me, the combination of above average ad relevance and below average expected CTR tells me we probably have an ads are not sexy enough problem. Solid ad relevance means we're meeting best practices, including the keywords in our ads. But in spite of serving highly relevant ads, users don't want to click on them. So in this scenario, I would first head to the asset performance report and filter it for headlines to just see how the headlines are doing since they are more important than descriptions and getting or not getting the click. I'm going to run them through a mental test looking at each…
Escúchalo en el minuto 23:49
Criterio de perfil de usuario para auditar términos negativos en B2B
Canales de adquisiciónAl revisar términos de búsqueda no directamente relacionados con la oferta, no se deben añadir inmediatamente como palabras clave negativas si el tipo de consulta demuestra un nivel de sofisticación o una necesidad de orientación que indica que quien busca encaja con el perfil de cliente ideal.
space, here is how you should approach your search terms report in Google Ads. Sort descending by impressions and start looking through the searches you match to. If you see a search term that is not relevant, I want you to pause before adding it as a negative. First answer is number two. Even though the search isn't relevant, is this the right searcher? Is the person who would search for this the ideal customer for me? For example, person searching for that could absolutely be the right kind of customer for me. Because if they even know what they are, then that suggests a level of…
Escúchalo en el minuto 12:59
Diseñar creatividades y páginas de destino que repelan activamente a clientes no cualificados
ConversiónLos anuncios y las páginas de destino deben facilitar la conversión del cliente ideal y, al mismo tiempo, disuadir o dificultar la de usuarios no cualificados. Esto evita enviar señales erróneas al algoritmo de puja de Google, asegurando que el seguimiento de conversiones optimice hacia el público correcto.
your conversion tracking. Because the ones who don't convert are the ones who are going to tell Google who not to show ads to again, while the ones who do convert are going to tell Google the ones to show ads to again, working last but not least, do not leave your creative to an afterthought. Your text, image, or video advertising should attract your target customer just as much as it repels your nottarget customer. And similarly, your landing page should make it really easy for your ideal customer convert, but a little bit difficult for your not ideal customer to convert because that will…
Escúchalo en el minuto 20:05
Asignar entre 10% y 20% del presupuesto de Google Ads a generación de demanda y video en B2B
Canales de adquisiciónLos anunciantes B2B exitosos no deben concentrar el 100% de su presupuesto en campañas de búsqueda; conviene destinar entre el 10% y el 20% a formatos como Demand Gen o Video con audiencias acotadas, evaluando su éxito por el soporte y aumento que generan en el rendimiento global y de búsqueda, en lugar de medirlos únicamente de forma aislada.
they are not putting all of their eggs into the search basket. They're dedicating 10 to 20% of their budget to demand generation and conversion supporting avenues like demand genen or video campaigns with tight audience targeting measuring their success on how they support your search and overall efforts rather than how they are performing solely on their own. And then
Escúchalo en el minuto 20:46
Agregar campos de fricción en formularios para filtrar leads no calificados
ConversiónIntroducir fricción deliberada en los formularios de la página de aterrizaje (como desplegables de tamaño de empresa o presupuesto mínimo elevado) evita que los prospectos de bajo valor consuman tiempo del equipo de ventas y envía señales de conversión más limpias a los algoritmos publicitarios.
your ad creative. Your landing page should have a little bit of friction as be the right fit for you, you want them to drop out gracefully at this point rather than going in and wasting your sales team's time. So, a few things you can do are add a few potential qualifiers to your lead form. For example, a drop down for company size or a dropown for starting budget. Let's question that's estimated budget drop- down menu, and it starts at 50,000, 50,000 to 100,000, 100 to 200,000, etc. they won't fill out the form. And good, we don't want them to cuz now Google is going to get the signal, oh…
Escúchalo en el minuto 18:48
Regla de asignación 90/10 para incorporar generación de demanda en Google Ads
Canales de adquisiciónAl comenzar a expandir la publicidad pagada más allá de la búsqueda tradicional, reserva un 10% del presupuesto de Google Ads para campañas de generación de demanda y mantén el 90% restante en búsqueda basada en intención directa.
strategy. And I recommend reserving about 10% of your Google Ads budget for more of this demand generation while still leaving 90% for your intent driven search. Over time, that may increase, but start with 10%, especially if you're not doing any demand generation. Now, reserve at least 10% of your budget for
Escúchalo en el minuto 5:52
Canales de adquisiciónEn negocios B2B con ciclos de venta largos, nunca se debe configurar la conversión de Google Ads hacia el simple envío de formularios web. Es fundamental conectar el CRM para alimentar el algoritmo únicamente con leads calificados de marketing (MQL), leads calificados de ventas (SQL) o tratos cerrados; de lo contrario, el algoritmo de puja optimizará para atraer tráfico no cualificado de bajo valor.
customer. So the first thing I'll say is if you are optimizing your Google ads towards a form fill you're done. You must connect your CRM to Google Ads so that at a bare minimum you are optimizing towards a marketing qualified lead. That is to say that a lead that has not only filled out your form or called you, but has been qualified in some way. They have the right kind of domain. They've said what kind of budget they have and it fits what you're doing. They're large enough to justify your sales team talking to them. By only telling Google Ads about marketing qualified leads via conversion…
Escúchalo en el minuto 1:33
Evaluar campañas B2B con indicadores adelantados y paciencia ante ciclos de venta largos
Medición y experimentosDebido a que los ciclos de venta en B2B duran meses o años, no se debe juzgar el éxito de una campaña de Google Ads en sus primeras semanas o meses basándose solo en acuerdos cerrados. Se deben utilizar indicadores tempranos (como MQLs y valor de oportunidades en pipeline) para ajustar y evaluar antes del cierre final en el CRM.
but not least, patience. B2B sales cycles take months if not years. Do not judge your campaign based on its first two weeks. You may not be able to judge it even based on its first two months. You can look at your leading indicators like MQLs and opportunity values to start to understand how things are going. And then in your CRM, when these deals do close months or years later, you can at least look back and see what has been working well, what you might want to test next, and what you may want to cut from your strategy. Of course, if
Escúchalo en el minuto 22:11
Aceptar CPCs elevados en campañas de búsqueda B2B
Canales de adquisiciónEn la publicidad de búsqueda para B2B, los CPCs altos son naturales y deseables debido al alto valor del cliente final. Tener CPCs muy bajos suele ser síntoma de estar atrayendo tráfico de consumidores (B2C) no cualificados en lugar de tomadores de decisiones corporativos.
especially for B2B advertisers. High CPCs in B2B search are natural and even desired. Because remember, high CPCs are not the enemy. Low quality traffic is. If these high CPC users convert for you, you're set to make tens of thousands of dollars, if not hundreds of thousands or possibly even millions of dollars. So, you should be willing to pay a lot for those clicks. If your CPCs are really low, that's the strongest sign that you are just getting consumers and not business buyers, which means you're wasting money on those low CPC clicks anyway. You get what you pay for.
Escúchalo en el minuto 10:14
Auditoría de diferenciación competitiva con IA para resolver problemas de rendimiento publicitario
Marca y posicionamientoCuando el bajo rendimiento de los anuncios oculta un problema de diferenciación y no solo de copy, se puede usar una IA para comparar la landing page y el perfil de negocio frente a la competencia y contrastar pros y contras. Si la oferta resulta ser genérica e indistinguible, se trata de un problema estructural de negocio que debe resolverse antes de intentar optimizar la publicidad.
So, if that's the real challenge, not just an ad copy issue, but like a how do I differentiate my business issue, I would start by using Gemini to look at my landing page, my Google business profile, compare it to competitors, and then see what are the pros and cons of what I'm offering versus them. Hopefully, there are things that are special about my business that I just haven't highlighted perhaps on my landing page or in the ad copy. But if my offer is just that, generic and indistinguishable, well, then I've got a core business problem to solve, exposed by my quality score issue, and I'm…
Escúchalo en el minuto 25:06
Medición y experimentosPublicar anuncios de video educativos en YouTube redujo el costo por lead (CPL) en campañas de búsqueda en un 30% o más; al pausar el video, el CPL de búsqueda de marca aumentó un 47%.
podcast, and she shared a case study from one of her clients about how YouTube is a powerful influence on B2B lead generation. Melissa said that by running this educational video as an ad, they were able to decrease their cost per lead in search by 30% or more. In fact, for one of her clients, when they stopped running the video, their branded search cost per lead spiked by 47%.
Escúchalo en el minuto 8:23
Medición y experimentosPublicar anuncios de video educativos en YouTube redujo el costo por lead (CPL) en campañas de búsqueda en un 30% o más; al pausar el video, el CPL de búsqueda de marca aumentó un 47%.
podcast, and she shared a case study from one of her clients about how YouTube is a powerful influence on B2B lead generation. Melissa said that by running this educational video as an ad, they were able to decrease their cost per lead in search by 30% or more. In fact, for one of her clients, when they stopped running the video, their branded search cost per lead spiked by 47%.
Escúchalo en el minuto 8:23
Diseñar el copy del anuncio para repeler al público no calificado
Mensaje y copywritingEn entornos B2B, el copy y los creativos deben incluir intencionalmente jerga técnica, acrónimos o términos como 'enterprise' para atraer al comprador ideal y disuadir activamente los clics del público no objetivo.
your advantage by intentionally creating introducing a little bit of friction, copy. You want your ad to attract the the hay stack, and just as importantly to repel the wrong kind of people, the target customer. This means you may want to strategically use jargon or acronyms or language that only your ideal customer would understand. You may want to use certain words like enterprise to stop people who are not your ideal customers from clicking on your ads. You want to appeal to your target audience and just as importantly not appeal to using that's going to act like a magnet to suck up the…
Escúchalo en el minuto 17:26
Aplicar capas de audiencia sobre palabras clave de búsqueda en B2B
Canales de adquisiciónEn campañas de búsqueda B2B, conviene superponer capas de segmentación por audiencia (como segmentos in-market para servicios empresariales o datos demográficos de tamaño de empresa) sobre las palabras clave para evitar mostrar anuncios a usuarios fuera del perfil objetivo.
have for you. Search audiences can absolutely be your friend, whether on observation, on targeting, or exclusion. For example, maybe you want to apply an in-market segment for business services or detailed demographics around company size as a targeting layer on top of your search keywords so that if the user doesn't match that audience requirement, we don't show them an ad. As you might
Escúchalo en el minuto 16:26
Canales de adquisiciónLimitarse exclusivamente a palabras clave de concordancia exacta y listas excesivas de negativas restringe el volumen de leads necesario para escalar en B2B; utilizar concordancia amplia combinada con pujas inteligentes (Smart Bidding) permite captar la demanda dispersa de compradores ideales dentro de búsquedas más generales.
Another common mistake I see with B2B advertisers is having some exact match keywords and a million negative keywords and trying to being super duper narrow focused narrowed down strategy is not going to get you the lead volume that you need to drive your business forward. will be inside. And that's what working with broad match keywords is like in B2B. Yes, you are going to advertise on searches you don't want. You are, but you have to cast the net wide enough so that among all the searches you don't want, you also pick up the searchers you do want. Those all important needles. And using AI…
Escúchalo en el minuto 10:53
Segmentación B2B mediante el ejercicio 'un día en la vida'
Investigación de mercado y clienteEvita segmentar únicamente por industrias amplias o títulos de cargo; define al comprador B2B como una persona real mapeando sus fuentes de noticias, responsabilidades diarias y los factores concretos que provocarían su despido o ascenso laboral.
reach people beyond search is do my day in the life exercise. Don't just target a job title or an industry. For example, manufacturing. And I'm willing to bet at least 90% of them are not your target customers. So go more specific. Who is that real person you're trying to reach? What are they responsible for? What's going to get them promoted this year or what would get them fired this year? What do they do when they wake up? What kind of news sources do they consume? How do they spend their day? Who are they meeting with? By treating your B2B buyer as a real person, you'll build so much more…
Escúchalo en el minuto 5:03
Evaluación de campañas de generación de demanda por su efecto asistido en búsqueda
Medición y experimentosNo evalúes las campañas de video o Demand Gen con las mismas métricas de conversión directa que la búsqueda; su función principal es generar reconocimiento y reducir la fricción, potenciando el volumen y rendimiento de las campañas de búsqueda y de marca.
there. When we're measuring the success of these beyond search campaigns, don't hold them to the same metrics as your search campaigns. What you will likely find is that your cost per view or cost per click is going to be much cheaper than search, but of course, it's going to convert at a much lower rate. The purpose of your demand geneneral video campaign is not to directly drive a can happen over time. It's to support your search effort so that when someone on by, they go like, "Oh, I've heard of of course, that has been supported by an assist from demand generation. This campaigns work for…
Escúchalo en el minuto 7:28
Implementar de forma obligatoria Enhanced Conversions y Consent Mode en B2B
Medición y experimentosA diferencia de modelos B2C o ecommerce masivos donde la pérdida marginal de datos es tolerable, en B2B es crítico configurar Enhanced Conversions y Consent Mode para evitar perder entre un 40% y 50% de las señales de conversión que alimentan y calibran los algoritmos publicitarios.
say that features like enhanced conversions, consent mode, these are not optional for you. The reason for that is you want to make sure you are passing back to Google every possible piece of useful conversion information. If you don't use enhanced conversions, there goes some of your data there. If you don't use consent mode properly implemented, there goes some of your conversion data there. And all this stacks up to a point where perhaps you're only sending 50 to 60% of the conversion data Google ads could use instead of something like 90% or more. not, it's kind of okay. B2B, it is not…
Escúchalo en el minuto 3:39
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