{"id":47085,"date":"2024-10-28T17:56:22","date_gmt":"2024-10-28T21:56:22","guid":{"rendered":"https:\/\/directiveconsulting.com\/ca\/?p=47085"},"modified":"2025-08-18T17:35:55","modified_gmt":"2025-08-18T21:35:55","slug":"how-b2b-saas-companies-lose-with-google-ads-and-how-to-fix-it","status":"publish","type":"post","link":"https:\/\/directiveconsulting.com\/ca\/blog\/how-b2b-saas-companies-lose-with-google-ads-and-how-to-fix-it\/","title":{"rendered":"How B2B SaaS Companies Lose With Google Ads (And How to Fix It) [Infographic]"},"content":{"rendered":"<p><b>While some <\/b><a href=\"https:\/\/directiveconsulting.com\/ca\/blog\/the-dual-threat-to-b2b-saas-marketing-success-hypocrisy-and-fear\/\"><b>B2B SaaS marketing<\/b><\/a><b> spokespeople believe that Google Ads is a fading paid advertising touchpoint, it\u2019s still alive and well. You just have to utilize it effectively.<\/b><\/p>\n<p><span style=\"font-weight: 400;\">According to <\/span><a href=\"https:\/\/www.wordstream.com\/blog\/2024-google-ads-benchmarks\"><span style=\"font-weight: 400;\">recent data<\/span><\/a><span style=\"font-weight: 400;\">, Google Ads click-through rates are on the rise across industries. Plus, around 80% of users interact with Google Ad content on an almost daily basis.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The problem is that so many B2B SaaS businesses make glaring mistakes when in their approach to Google Ads. You might be wondering what makes us an authority on the subject. We\u2019ll tell you.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Over the last four years,<\/span><a href=\"https:\/\/www.linkedin.com\/company\/directive-consulting\/\"> <span style=\"font-weight: 400;\">Directive<\/span><\/a><span style=\"font-weight: 400;\"> has run over $65M in Google ads for the top companies in tech. During this time, we\u2019ve seen what works\u2014and what doesn\u2019t\u2014when it comes to SaaS Google Ads strategies. So many B2B SaaS companies lose with Google Ads. But it doesn\u2019t have to be this way. It really doesn\u2019t.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Here, we\u2019re going to explore the common we\u2019ve discovered with B2B SaaS Google Ads marketing to help you navigate your business towards paid media success.<\/span><\/p>\n<h2><b>Falling down the \u2018informational intent\u2019 rabbit hole<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">We encounter this glaring Google Ads mistake with almost every single audit we perform.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Droves of B2B SaaS businesses focus on <\/span><i><span style=\"font-weight: 400;\">informational intent queries <\/span><\/i><span style=\"font-weight: 400;\">when crafting the concepts and messaging for their ads. The reason these types of Google Ads rarely convert is because they typically appeal to the wrong phase of the B2B consumer journey.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Rather than investing in ad copy centered on answering information curiosities, going for the <\/span><i><span style=\"font-weight: 400;\">commercial jugular <\/span><\/i><span style=\"font-weight: 400;\">is far more effective. By honing in on Google Ads copy armed with commercial intent, you\u2019re far more likely to engage a prospect who\u2019s on the cusp of making a commitment or a decision (or in other words, taking a desired action).<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Here\u2019s a commercial intent example for your reference:<\/span><\/p>\n<p><b>Keyword:<\/b><span style=\"font-weight: 400;\"> &#8220;project management software for teams&#8221;<\/span><\/p>\n<p><b>Ad Copy:<\/b><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Headline 1:<\/b><span style=\"font-weight: 400;\"> Get Stuff Done with [Brand name\u2019s] Project Management Tool<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Headline 2:<\/b><span style=\"font-weight: 400;\"> Track Progress, Assign Tasks, and Say Goodbye To Silos.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Description:<\/b><span style=\"font-weight: 400;\"> Skyrocket productivity and cement collaboration. Try our free trial.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">This particular example gets to the heart of the message, leads with value, and appeals to the target prospect\u2019s commercial intent.<\/span><\/p>\n<p><b>FYI: <\/b><span style=\"font-weight: 400;\">By segmenting your target prospects into specific groups or categories, your Google Ads messaging will strike a personal chord. And by leading with commercial intent, you\u2019ll enjoy a healthy ROI rather than casting your ad budget into the digital ether (never to see it again).<\/span><\/p>\n<h3><b>How to optimize your Google Ad budget for the better\u2026<\/b><\/h3>\n<h4><b>Step 1: Dive into non-brand queries<\/b><\/h4>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Filter your search to hone in on non-brand keywords.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Refine or filter those keywords to look at &#8220;keyword text contains&#8221; and input all relevant modifiers.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Compare these keywords to &#8220;keyword text does not contain&#8221; modifiers.<\/span><\/li>\n<\/ul>\n<p><b>Prime examples of effective commercial intent modifiers: <\/b><span style=\"font-weight: 400;\">Software, Services, Provider, Company, Quote, Vendor, Solution, Best, Tool, Platform, Buy, Top, Comparison.<\/span><\/p>\n<h4><b>Step 2: Segment your Campaigns by Intent<\/b><\/h4>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Ensure your commercial and non commercial keywords don\u2019t sit in the same campaign (for example, don\u2019t have &#8220;employee recognition&#8221; in the same campaign as &#8220;employee recognition software&#8221;).<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Control your budget on the campaign level. Make sure you don&#8217;t have commercial intent keywords fighting for budget with lower intent keywords that have more search volume.<\/span><\/li>\n<\/ul>\n<h4><b>Step 3: Max out budget on those high intent Keywords<\/b><\/h4>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Expand your keyword pool by sourcing more commercial intent keywords from scraping and looking closely at relevant software directories.<\/span><\/li>\n<\/ul>\n<p><b>Read: <\/b><span style=\"font-weight: 400;\">Subscribe to the <\/span><a href=\"https:\/\/directiveconsulting.com\/ca\/newsletter\/\"><b>Directive Digest newsletter<\/b><\/a><span style=\"font-weight: 400;\"> to keep your finger well and truly on the B2B SaaS pulse.<\/span><\/p>\n<h2><b>The problem with the \u2018request a demo\u2019 CTA<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">While it may seem logical to add the \u2018request a demo\u2019 CTA to your Google Ads\u2014it can create a certain level of hidden cognitive friction. Why, exactly?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">From our experience, it\u2019s because the \u2018request a demo\u2019 approach lacks urgency. It\u2019s a passive request that a prospect or target can essentially gloss over and forget about. Oh, and it also creates friction because it conjures up imagery of clicking through, filling out a form, booking in a date\u2026the list goes on.\u00a0 This is not ideal in a direct response advertising situation.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">According to our very own data and discoveries, here the B2B SaaS Google Ad CTAs that do work:<\/span><b><\/b><\/p>\n<ul>\n<li aria-level=\"1\"><b>Start your free trial<\/b><\/li>\n<li aria-level=\"1\"><b>See it in action<\/b><\/li>\n<li aria-level=\"1\"><b>Let\u2019s talk<\/b><\/li>\n<li aria-level=\"1\"><b>Get started<\/b><\/li>\n<li aria-level=\"1\"><b>Subscribe and save<\/b><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">By taking a more direct approach to your Google Ads CTAs and performing regular split testing, you\u2019ll earn consistently solid conversion rates from your content.<\/span><\/p>\n<h2><b>NOT auditing your Google Ads experience<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">From your initially target search terms to the scheduling phase of the operation, you must audit every step of the Google Ads funnel. If you take this critical step, you\u2019ll be leap years ahead of most B2B SaaS brands.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This\u2026<\/span><\/p>\n<p><b>From Search Term &gt; Ad Copy &gt; Landing Page &gt; Form &gt; CTA &gt; Scheduling<\/b><\/p>\n<p><span style=\"font-weight: 400;\">It all needs to be audited before you start developing your ad assets, creating your copy, and rolling out your strategy. Let\u2019s take a closer look at each key phase of the funnel.<\/span><\/p>\n<p><b>Search term:<\/b><span style=\"font-weight: 400;\"> Google ads makes out that it targets by keywords. But the hard truth in how you gain real visibility is in your search term report. Audit and understand this first, then make definitive decisions around your campaign\u2019s target terms.<\/span><\/p>\n<p><b>Ad copy: <\/b><span style=\"font-weight: 400;\">Don\u2019t give Google full control of your messaging. If you do, Google is likely to keyword stuff your ads and that just won&#8217;t work. Your ad copy needs to be sharp, actionable, and read naturally to make a real impact.<\/span><\/p>\n<p><b>Landing page:<\/b><span style=\"font-weight: 400;\"> When you\u2019re analyzing any landing page related to your Google Ad copy\u2014ask yourself these questions. Is it fast? Does it deliver on the promise of the ad? Will it transition or positively push my lead further along the funnel?<\/span><\/p>\n<p><b>Form:<\/b><span style=\"font-weight: 400;\"> Is your form too long or too complex? Can you create a two column layout for a field? Does it have the copy to entice your audience to actually convert? How long is the trial you\u2019re offering? Are you using an enrichment tool to optimize your efforts? All valid queries to ask yourself when performing your Google Ads audit.<\/span><\/p>\n<p><b>CTA:<\/b><span style=\"font-weight: 400;\"> What is the copy on your form submit button? Can you be more compelling or creative? Will your messaging prompt direct action or does it appear too passive. Look and then look again before signing off your ad copy (or hire a <\/span><a href=\"https:\/\/directiveconsulting.com\/ca\/blog\/b2b-saas-marketing-copywriter\/\"><b>copywriter<\/b><\/a><span style=\"font-weight: 400;\"> to help you).<\/span><\/p>\n<p><b>Scheduling:<\/b><span style=\"font-weight: 400;\"> What happens after they convert? Can they schedule a call? Do they have to wait for sales? Are they added to a retargeting campaign to support your lifecycle conversion rates? Think about the end goal and ensure you guide your prospects through the process friction-free.<\/span><\/p>\n<h3><b>Your B2B SaaS Google Google Ads checklist\u2026<\/b><b><\/b><\/h3>\n<p>&nbsp;<\/p>\n<p><img fetchpriority=\"high\" decoding=\"async\" class=\"alignnone size-full wp-image-47114\" src=\"https:\/\/directiveconsulting.com\/ca\/wp-content\/uploads\/sites\/11\/2024\/10\/2486292_InfographicYourB2BSaaSGoogleAdsChecklist_BlogPost_103124.png\" alt=\"Google Ads Checklist\" width=\"663\" height=\"2000\" srcset=\"https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/11\/2024\/10\/2486292_InfographicYourB2BSaaSGoogleAdsChecklist_BlogPost_103124.png 663w, https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/11\/2024\/10\/2486292_InfographicYourB2BSaaSGoogleAdsChecklist_BlogPost_103124-99x300.png 99w, https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/11\/2024\/10\/2486292_InfographicYourB2BSaaSGoogleAdsChecklist_BlogPost_103124-339x1024.png 339w, https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/11\/2024\/10\/2486292_InfographicYourB2BSaaSGoogleAdsChecklist_BlogPost_103124-509x1536.png 509w\" sizes=\"(max-width: 663px) 100vw, 663px\" \/><\/p>\n<p><b>Read: <\/b><a href=\"https:\/\/directiveconsulting.com\/ca\/blog\/saas-demand-generation\/\"><span style=\"font-weight: 400;\">The pillars of demand generation for B2B SaaS companies<\/span><\/a><\/p>\n<h2><b>Winning with Google Ads: Final thoughts\u2026<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Anyone who says Google Ads don\u2019t work anymore is, well\u2026wrong. It\u2019s poorly managed and un-audited campaigns that don\u2019t work.<\/span><\/p>\n<p><b>So, what\u2019s the best approach?<\/b><span style=\"font-weight: 400;\"> Put yourself in the virtual shoes of your prospect. Experience your ads like your audience would. Be critical and analytical. Test, improve, and evolve.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Investing ample time in clearly defining your demand generation goals and auditing every key stage of your Google Ad funnel will result in consistent growth.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Avoid the mistakes we\u2019ve mentioned at all costs and you\u2019ll transform your Google Ads strategy into an ongoing <\/span><a href=\"https:\/\/directiveconsulting.com\/ca\/success-stories\/\"><b>success story<\/b><\/a><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p><b>Audit, audit, audit\u2014and you\u2019ll give your B2B SaaS brand the edge it deserves. If you need professional guidance to create a Google Ads strategy that earns a consistently healthy ROI, sign up for a <\/b><a href=\"https:\/\/directiveconsulting.com\/ca\/book-intro-call\/\"><b>free consultation<\/b><\/a><b> with our in-house experts today. We look forward to working with you.<\/b><\/p>\n","protected":false},"excerpt":{"rendered":"<p>While some B2B SaaS marketing spokespeople believe that Google Ads is a fading paid advertising touchpoint, it\u2019s still alive and<\/p>\n","protected":false},"author":98,"featured_media":47106,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"default","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"set","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[25,32,55],"tags":[],"class_list":["post-47085","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-b2b","category-demand-generation","category-sem"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>How B2B SaaS Brands Lose With Google Ads (And How to Fix It)<\/title>\n<meta name=\"description\" content=\"Learn why B2B SaaS companies lose with Google Ads and how to fix it. Discover proven strategies to lower CAC, improve ROI and drive pipeline.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/directiveconsulting.com\/ca\/blog\/how-b2b-saas-companies-lose-with-google-ads-and-how-to-fix-it\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How B2B SaaS Brands Lose With Google Ads (And How to Fix It)\" \/>\n<meta property=\"og:description\" content=\"Learn why B2B SaaS companies lose with Google Ads and how to fix it. Discover proven strategies to lower CAC, improve ROI and drive pipeline.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/directiveconsulting.com\/ca\/blog\/how-b2b-saas-companies-lose-with-google-ads-and-how-to-fix-it\/\" \/>\n<meta property=\"og:site_name\" content=\"Directive CA\" \/>\n<meta property=\"article:published_time\" content=\"2024-10-28T21:56:22+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-08-18T21:35:55+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/directiveconsulting.com\/ca\/wp-content\/uploads\/sites\/11\/2024\/10\/2486117_BLOGHEADERCompaniesLoseWithGoogleAds_5_102524.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1000\" \/>\n\t<meta property=\"og:image:height\" content=\"563\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Team Directive\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Team Directive\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"7 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/directiveconsulting.com\\\/ca\\\/blog\\\/how-b2b-saas-companies-lose-with-google-ads-and-how-to-fix-it\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/directiveconsulting.com\\\/ca\\\/blog\\\/how-b2b-saas-companies-lose-with-google-ads-and-how-to-fix-it\\\/\"},\"author\":{\"name\":\"Team Directive\",\"@id\":\"https:\\\/\\\/directiveconsulting.com\\\/ca\\\/#\\\/schema\\\/person\\\/f3b0a0abe44f3ca90f6f0505fa8dc894\"},\"headline\":\"How B2B SaaS Companies Lose With Google Ads (And How to Fix It) [Infographic]\",\"datePublished\":\"2024-10-28T21:56:22+00:00\",\"dateModified\":\"2025-08-18T21:35:55+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/directiveconsulting.com\\\/ca\\\/blog\\\/how-b2b-saas-companies-lose-with-google-ads-and-how-to-fix-it\\\/\"},\"wordCount\":1342,\"image\":{\"@id\":\"https:\\\/\\\/directiveconsulting.com\\\/ca\\\/blog\\\/how-b2b-saas-companies-lose-with-google-ads-and-how-to-fix-it\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/directiveconsulting.com\\\/wp-content\\\/uploads\\\/sites\\\/11\\\/2024\\\/10\\\/2486117_BLOGHEADERCompaniesLoseWithGoogleAds_5_102524.png\",\"articleSection\":[\"B2B\",\"Demand Generation\",\"SEM\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/directiveconsulting.com\\\/ca\\\/blog\\\/how-b2b-saas-companies-lose-with-google-ads-and-how-to-fix-it\\\/\",\"url\":\"https:\\\/\\\/directiveconsulting.com\\\/ca\\\/blog\\\/how-b2b-saas-companies-lose-with-google-ads-and-how-to-fix-it\\\/\",\"name\":\"How B2B SaaS Brands Lose With Google Ads (And How to Fix It)\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/directiveconsulting.com\\\/ca\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/directiveconsulting.com\\\/ca\\\/blog\\\/how-b2b-saas-companies-lose-with-google-ads-and-how-to-fix-it\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/directiveconsulting.com\\\/ca\\\/blog\\\/how-b2b-saas-companies-lose-with-google-ads-and-how-to-fix-it\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/directiveconsulting.com\\\/wp-content\\\/uploads\\\/sites\\\/11\\\/2024\\\/10\\\/2486117_BLOGHEADERCompaniesLoseWithGoogleAds_5_102524.png\",\"datePublished\":\"2024-10-28T21:56:22+00:00\",\"dateModified\":\"2025-08-18T21:35:55+00:00\",\"author\":{\"@id\":\"https:\\\/\\\/directiveconsulting.com\\\/ca\\\/#\\\/schema\\\/person\\\/f3b0a0abe44f3ca90f6f0505fa8dc894\"},\"description\":\"Learn why B2B SaaS companies lose with Google Ads and how to fix it. Discover proven strategies to lower CAC, improve ROI and drive pipeline.\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/directiveconsulting.com\\\/ca\\\/blog\\\/how-b2b-saas-companies-lose-with-google-ads-and-how-to-fix-it\\\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/directiveconsulting.com\\\/ca\\\/blog\\\/how-b2b-saas-companies-lose-with-google-ads-and-how-to-fix-it\\\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/directiveconsulting.com\\\/ca\\\/blog\\\/how-b2b-saas-companies-lose-with-google-ads-and-how-to-fix-it\\\/#primaryimage\",\"url\":\"https:\\\/\\\/directiveconsulting.com\\\/wp-content\\\/uploads\\\/sites\\\/11\\\/2024\\\/10\\\/2486117_BLOGHEADERCompaniesLoseWithGoogleAds_5_102524.png\",\"contentUrl\":\"https:\\\/\\\/directiveconsulting.com\\\/wp-content\\\/uploads\\\/sites\\\/11\\\/2024\\\/10\\\/2486117_BLOGHEADERCompaniesLoseWithGoogleAds_5_102524.png\",\"width\":1000,\"height\":563},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/directiveconsulting.com\\\/ca\\\/blog\\\/how-b2b-saas-companies-lose-with-google-ads-and-how-to-fix-it\\\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\\\/\\\/directiveconsulting.com\\\/ca\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"How B2B SaaS Companies Lose With Google Ads (And How to Fix It) [Infographic]\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/directiveconsulting.com\\\/ca\\\/#website\",\"url\":\"https:\\\/\\\/directiveconsulting.com\\\/ca\\\/\",\"name\":\"Directive CA\",\"description\":\"\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/directiveconsulting.com\\\/ca\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Person\",\"@id\":\"https:\\\/\\\/directiveconsulting.com\\\/ca\\\/#\\\/schema\\\/person\\\/f3b0a0abe44f3ca90f6f0505fa8dc894\",\"name\":\"Team Directive\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/14970a42202cc3e4c5587702ca61b5c755fb3c99d20c9750fcce7ccd54e8f7da?s=96&d=mm&r=g\",\"url\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/14970a42202cc3e4c5587702ca61b5c755fb3c99d20c9750fcce7ccd54e8f7da?s=96&d=mm&r=g\",\"contentUrl\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/14970a42202cc3e4c5587702ca61b5c755fb3c99d20c9750fcce7ccd54e8f7da?s=96&d=mm&r=g\",\"caption\":\"Team Directive\"},\"description\":\"From Series A to IPO, we\u2019re the strategists behind the fastest-growing brands in Tech. We are your Customer Generation agency, passionately pioneering a new way to market B2B SaaS with measurable impact.\",\"sameAs\":[\"http:\\\/\\\/directiveconsulting.com\"],\"url\":\"https:\\\/\\\/directiveconsulting.com\\\/ca\\\/blog\\\/author\\\/teamdirective\\\/\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"How B2B SaaS Brands Lose With Google Ads (And How to Fix It)","description":"Learn why B2B SaaS companies lose with Google Ads and how to fix it. Discover proven strategies to lower CAC, improve ROI and drive pipeline.","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/directiveconsulting.com\/ca\/blog\/how-b2b-saas-companies-lose-with-google-ads-and-how-to-fix-it\/","og_locale":"en_US","og_type":"article","og_title":"How B2B SaaS Brands Lose With Google Ads (And How to Fix It)","og_description":"Learn why B2B SaaS companies lose with Google Ads and how to fix it. Discover proven strategies to lower CAC, improve ROI and drive pipeline.","og_url":"https:\/\/directiveconsulting.com\/ca\/blog\/how-b2b-saas-companies-lose-with-google-ads-and-how-to-fix-it\/","og_site_name":"Directive CA","article_published_time":"2024-10-28T21:56:22+00:00","article_modified_time":"2025-08-18T21:35:55+00:00","og_image":[{"width":1000,"height":563,"url":"https:\/\/directiveconsulting.com\/ca\/wp-content\/uploads\/sites\/11\/2024\/10\/2486117_BLOGHEADERCompaniesLoseWithGoogleAds_5_102524.png","type":"image\/png"}],"author":"Team Directive","twitter_card":"summary_large_image","twitter_misc":{"Written by":"Team Directive","Est. reading time":"7 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/directiveconsulting.com\/ca\/blog\/how-b2b-saas-companies-lose-with-google-ads-and-how-to-fix-it\/#article","isPartOf":{"@id":"https:\/\/directiveconsulting.com\/ca\/blog\/how-b2b-saas-companies-lose-with-google-ads-and-how-to-fix-it\/"},"author":{"name":"Team Directive","@id":"https:\/\/directiveconsulting.com\/ca\/#\/schema\/person\/f3b0a0abe44f3ca90f6f0505fa8dc894"},"headline":"How B2B SaaS Companies Lose With Google Ads (And How to Fix It) [Infographic]","datePublished":"2024-10-28T21:56:22+00:00","dateModified":"2025-08-18T21:35:55+00:00","mainEntityOfPage":{"@id":"https:\/\/directiveconsulting.com\/ca\/blog\/how-b2b-saas-companies-lose-with-google-ads-and-how-to-fix-it\/"},"wordCount":1342,"image":{"@id":"https:\/\/directiveconsulting.com\/ca\/blog\/how-b2b-saas-companies-lose-with-google-ads-and-how-to-fix-it\/#primaryimage"},"thumbnailUrl":"https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/11\/2024\/10\/2486117_BLOGHEADERCompaniesLoseWithGoogleAds_5_102524.png","articleSection":["B2B","Demand Generation","SEM"],"inLanguage":"en-US"},{"@type":"WebPage","@id":"https:\/\/directiveconsulting.com\/ca\/blog\/how-b2b-saas-companies-lose-with-google-ads-and-how-to-fix-it\/","url":"https:\/\/directiveconsulting.com\/ca\/blog\/how-b2b-saas-companies-lose-with-google-ads-and-how-to-fix-it\/","name":"How B2B SaaS Brands Lose With Google Ads (And How to Fix It)","isPartOf":{"@id":"https:\/\/directiveconsulting.com\/ca\/#website"},"primaryImageOfPage":{"@id":"https:\/\/directiveconsulting.com\/ca\/blog\/how-b2b-saas-companies-lose-with-google-ads-and-how-to-fix-it\/#primaryimage"},"image":{"@id":"https:\/\/directiveconsulting.com\/ca\/blog\/how-b2b-saas-companies-lose-with-google-ads-and-how-to-fix-it\/#primaryimage"},"thumbnailUrl":"https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/11\/2024\/10\/2486117_BLOGHEADERCompaniesLoseWithGoogleAds_5_102524.png","datePublished":"2024-10-28T21:56:22+00:00","dateModified":"2025-08-18T21:35:55+00:00","author":{"@id":"https:\/\/directiveconsulting.com\/ca\/#\/schema\/person\/f3b0a0abe44f3ca90f6f0505fa8dc894"},"description":"Learn why B2B SaaS companies lose with Google Ads and how to fix it. Discover proven strategies to lower CAC, improve ROI and drive pipeline.","breadcrumb":{"@id":"https:\/\/directiveconsulting.com\/ca\/blog\/how-b2b-saas-companies-lose-with-google-ads-and-how-to-fix-it\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/directiveconsulting.com\/ca\/blog\/how-b2b-saas-companies-lose-with-google-ads-and-how-to-fix-it\/"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/directiveconsulting.com\/ca\/blog\/how-b2b-saas-companies-lose-with-google-ads-and-how-to-fix-it\/#primaryimage","url":"https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/11\/2024\/10\/2486117_BLOGHEADERCompaniesLoseWithGoogleAds_5_102524.png","contentUrl":"https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/11\/2024\/10\/2486117_BLOGHEADERCompaniesLoseWithGoogleAds_5_102524.png","width":1000,"height":563},{"@type":"BreadcrumbList","@id":"https:\/\/directiveconsulting.com\/ca\/blog\/how-b2b-saas-companies-lose-with-google-ads-and-how-to-fix-it\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/directiveconsulting.com\/ca\/"},{"@type":"ListItem","position":2,"name":"How B2B SaaS Companies Lose With Google Ads (And How to Fix It) [Infographic]"}]},{"@type":"WebSite","@id":"https:\/\/directiveconsulting.com\/ca\/#website","url":"https:\/\/directiveconsulting.com\/ca\/","name":"Directive CA","description":"","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/directiveconsulting.com\/ca\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Person","@id":"https:\/\/directiveconsulting.com\/ca\/#\/schema\/person\/f3b0a0abe44f3ca90f6f0505fa8dc894","name":"Team Directive","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/secure.gravatar.com\/avatar\/14970a42202cc3e4c5587702ca61b5c755fb3c99d20c9750fcce7ccd54e8f7da?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/14970a42202cc3e4c5587702ca61b5c755fb3c99d20c9750fcce7ccd54e8f7da?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/14970a42202cc3e4c5587702ca61b5c755fb3c99d20c9750fcce7ccd54e8f7da?s=96&d=mm&r=g","caption":"Team Directive"},"description":"From Series A to IPO, we\u2019re the strategists behind the fastest-growing brands in Tech. We are your Customer Generation agency, passionately pioneering a new way to market B2B SaaS with measurable impact.","sameAs":["http:\/\/directiveconsulting.com"],"url":"https:\/\/directiveconsulting.com\/ca\/blog\/author\/teamdirective\/"}]}},"_links":{"self":[{"href":"https:\/\/directiveconsulting.com\/ca\/wp-json\/wp\/v2\/posts\/47085","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/directiveconsulting.com\/ca\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/directiveconsulting.com\/ca\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/directiveconsulting.com\/ca\/wp-json\/wp\/v2\/users\/98"}],"replies":[{"embeddable":true,"href":"https:\/\/directiveconsulting.com\/ca\/wp-json\/wp\/v2\/comments?post=47085"}],"version-history":[{"count":0,"href":"https:\/\/directiveconsulting.com\/ca\/wp-json\/wp\/v2\/posts\/47085\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/directiveconsulting.com\/ca\/wp-json\/wp\/v2\/media\/47106"}],"wp:attachment":[{"href":"https:\/\/directiveconsulting.com\/ca\/wp-json\/wp\/v2\/media?parent=47085"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/directiveconsulting.com\/ca\/wp-json\/wp\/v2\/categories?post=47085"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/directiveconsulting.com\/ca\/wp-json\/wp\/v2\/tags?post=47085"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}