Full-funnel conversion tracking and CRM-connected MQL/SQL optimization are presented as non-negotiable foundations. A “day in the life” buyer profiling exercise replaces job-title guessing. Strategic use of Demand Gen and video creates a halo that can cut search CPL. Broad match with smart bidding finds rare high-value searches. Intentional friction in creative and pages filters out low-value leads.
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volunteer_activism ADVICE
Optimize For MQLs Not Form Fills
Do connect your CRM to Google Ads and optimize for marketing qualified leads (MQLs) rather than raw form fills.
Jyll says telling Google only about MQLs prevents it from optimizing toward low-quality leads that make up the majority of form fills.
volunteer_activism ADVICE
Use Enhanced Conversions And Consent Mode
Do implement enhanced conversions and consent mode to maximize the conversion data sent to Google Ads.
Jyll warns missing these features can drop usable conversion signal from ~90% down to 50–60%, crippling B2B optimisation.
volunteer_activism ADVICE
Do The Day In The Life And Fund Demand Gen
Do run a Day In The Life exercise to target the real person behind the job title and reserve ~10% of budget for demand generation.
Jyll recommends Demand Gen, video, or display to reach signed-in users and support search with a halo effect.
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Running Google Ads for B2B is notoriously more complex than any other vertical. With longer sales cycles and higher stakes, the usual "best practices" and "ALWAYS do this" don't apply. In episode 110 of the Inside Google Ads podcast, Google Ads Coach Jyll Saskin Gales maps out the essential frameworks she's developed specifically for B2B advertisers to attract high-value business customers while repelling low-value consumer leads.
She starts with the non-negotiable foundation: full-funnel conversion tracking. Jyll explains why optimizing for simple form fills is a recipe for failure and why you must connect your CRM to feed Google data on marketing qualified leads (MQLs) instead. From there, we dive into the "Day in the Life" exercise to move beyond basic job-title targeting, the strategic use of Demand Gen campaigns to create a halo effect over your search efforts, and why high CPCs in the B2B world can actually be a sign of success. Finally, learn how to use intentional friction in your ad copy and landing pages to filter out the "hay" and find your "needles" in the haystack. This episode is a must watch/listen for anyone running Google Ads with a business-to-business objective.
Key Topics Discussed:
Why your B2B strategy must move beyond tracking simple form fills.
Connecting your CRM (HubSpot, Salesforce, etc.) to optimize for MQLs and SQLs.
The "Day in the Life" exercise for better audience targeting.
Allocating budget to Demand Gen and Video for a 30% reduction in search CPL.
The "Magnet, Needle and Haystack" analogy for using broad match and smart bidding.
Using intentional friction in creative and landing pages to disqualify poor leads.
Plus, stay tuned until the end of the episode for a new Insider Challenge to solve!
You can get Inside Google Ads episode transcripts delivered to your inbox each week by signing up for free at https://free.jyll.ca/?utm_source=podcast&utm_medium=referral&utm_campaign=episode110
Google Ads Coaching Need some expert help with your Google Ads strategy or optimizing your campaigns? Book a call with Jyll! Learn more at https://jyll.ca/pages/google-ads-coach?utm_source=podcast&utm_medium=referral&utm_campaign=episode110
Inside Google Ads course Join 400+ marketers like you who are mastering Google Ads with Jyll's Inside Google Ads membership course. You'll get exclusive access to JyllBot, and you can meet top industry experts at an exclusive live video call every single month. Learn more at https://learn.jyll.ca/iga?utm_source=podcast&utm_medium=referral&utm_campaign=episode110
Read more about this topic on Jyll's Google Ads Blog
Should B2B advertisers use broad match or exact match keywords? https://learn.jyll.ca/blog/should-b2b-advertisers-use-broad-match-or-exact-match-keywords?utm_source=podcast&utm_medium=referral&utm_campaign=episode110
PMax vs. Demand Gen: Which is Right for Your B2B Google Ads Strategy? https://learn.jyll.ca/blog/pmax-vs-demand-gen-which-is-right-for-your-b2b-google-ads-strategy?utm_source=podcast&utm_medium=referral&utm_campaign=episode110
Performance Max vs. Search: Which is Best for B2B Lead Generation? https://learn.jyll.ca/blog/performance-max-vs-search-which-is-best-for-b2b-lead-generation?utm_source=podcast&utm_medium=referral&utm_campaign=episode110
Follow Jyll on social media https://www.linkedin.com/in/jyllsaskingales https://www.youtube.com/@the_google_pro https://www.instagram.com/the_google_pro https://www.threads.net/@the_google_pro
Inside Google Ads with Jyll Saskin Gales 
