[onpedrof]

This article's title and intro makes it look like it's mainly Google Ads' fault, but then actually it was more due to the landing page design + user journey (awareness ladder) + working with an agency that scaled the execution and the costs. Nonetheless, interesting insights, worth reading for any B2B advertising manager.

[sumoboy]

Traffic from Google, Bing, and Facebook is easy to buy, the failure is the company for not understanding how PPC works and letting some agency run wild. A hundred things can go wrong after the ad click yet this is trying to save face by saying we should have started small and scaled and limited keywords. That's all yada yada yada, internally they didn't ask the right questions to the agency after week 1, 2, 3, 4 and analyzing the funnel. Then stop the ads, rebuild LP's, restart ppc. If the agency doesn't want to play along, fire them. Poor planning from to start to end.

[igordebatur]

Agree on the bad planning issue. We should've planned for the long wait we would need to see the actual funnel changes. The issue is about our purchase cycle. It's a long one: on average, it takes users about 182 days to become paid, while the median is 23 days.

[igordebatur]

Interesting insight, you're right: it's more like "How a bad landing page design can gobble up $50K of Google Ads spend"