What Doesn't Work For B2B Paid Search Ads

In my last post, I talked about paid ads and B2B search. 

Specifically, the 3 types of ads that work well for B2B.

Here's the flip side: what doesn't work?

What works or not really depends on your backend setup. 

Some things obviously don't work. 

For example, 3Commerce lets you feed in product pictures. 

B2B usually doesn't have product pictures, so that’s not a good option.

But options like the Google lead form or the phone number...

Those are only as effective as your sales team is. 

Your team needs to be used to closing inbound leads from the phone. 

If you just have a SaaS with an onboarding demo, don't bother with the phone. 

As for my thoughts on free downloadable content, like eBooks?

Again, it depends. 

EBooks can work in enterprise spaces that have a long consideration cycle. 

The goal is to get somebody into your flow, not to close a deal right away. 

You have to not mind spending money to get leads who are researching for a long time. 

If you need a direct response or a certain ROI from this ad within the next month...

I wouldn't recommend eBooks on search. 

Essentially, it all comes down to your comfort levels and your goals. 

--->What’s your experience with B2B search? What works and what doesn’t?