Frenemy: Someone you're friendly with, despite being rivals.

For marketers, search engine ad platforms fit the bill. They help distribute your ads, but they're also trying to maximize their own profits - which can work against you.

"If your ad isn't getting clicks, it won't be shown often," says Lauren Temmler, senior demand gen manager at ZoomInfo.

You're in a constant battle - with both the search engine and your competitors - to win top ad spots and quality traffic. And if clicks don't convert? You still pay. The search engine still profits. So spend wisely.

A few smart tweaks can turn your bidding strategy from a money pit into a lead machine. Let's get into it.

SALES

How to get the most out of your search ad budget

1. Don't trust every keyword suggestion

Search engines love to recommend "similar" keywords to the ones you picked. Sounds helpful... until you realize "applicant tracking system" leads to "how to get a job."

If your product is niche or complex, most suggestions will be way off. Always review before you add. Otherwise, you'll be paying for clicks from the wrong crowd.

2. Ditch weekends (unless your buyers don't)

B2B prospects typically search during work hours. Running ads on weekends often means burning budget while your sales team is offline.

Solution: Only run ads during business hours-unless your audience is made up of scrappy small biz owners who work 24/7. And don't forget time zones.

3. Test. Then test some more. And more.

Your gut isn't good enough. A/B testing different parts of your funnel helps you discover what actually drives results.

Try this:

Pro tip: Don't test too many variables at once. And let each test run for at least two weeks so you can trust the data.

4. Use negative keywords aggressively

If you don't tell the platform what not to show your ad for, it'll decide for you. And that's how you end up paying for searches like "mini fridge repair" when you sell industrial refrigerators.

Set negative keywords at:

5. Bring your own audience data

Relying on the platform's native targeting? Risky. Their B2B data isn't always accurate. Instead, use your own first-party data-like website visitors or CRM lists. Even better: enrich that data with a trusted third-party provider to improve segmentation.

The better your data, the less money you waste.

HEADLINES

Hot picks from the web

→ 3 sneaky technical SEO issues killing your visibility-learn quick fixes to boost your site's search performance.

→ 45+ must-know Twitter (X) stats to shape your 2025 social media strategy and tap into real-time trends.

→ Boost B2B email leads with messaging that emphasizes assurance and collaboration-ditch the tired pain point pitches.

SOFTWARE

Top tools

✅ BrowSEO: A tool that shows your webpage the way Google sees it-stripped of styling and design.

✅ SerpRobot: A tool that tracks your Google rankings for up to 5 keywords. Enter your domain and get instant SERP positions.

✅ Close: A tool that is a sales CRM with built-in calling, SMS, and email-letting reps communicate directly from the platform.

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