How to get more Sales Qualified Leads from Google Ads

Get more Sales Qualified Leads and improve CAC/LTV

It's very common to hear B2B SaaS marketers say that Google Ads isn't a profitable  acquisition channel, and after spending tens or sometimes hundreds of thousands of dollars they often give up and stick to content marketing. 

There are several reasons why B2B marketers struggle to get MQL & SQL from their Google Ads campaigns. Here are the main ones:

1. High CPC : Cost per click for B2B and SaaS non brand terms range between $20-$100. This means you need a starting  monthly budget of at least $20k to see any meaningful results.

2. Multi step funnel: The optimization process requires converting leads to MQL and then to SQL.

3. Long conversion window compared to B2C: Conversion to SQL could take months

4. Multiple buying personas involved in the sales process.

5. Not using landing pages.

6. Not using the right tracking.

7. Not using all of Google's available targeting features.