1. Account Structure
Split campaigns by Country × Product Line, split ad groups by Match Type. This isolates budget control and prevents high-CPC countries (e.g. US) from eating everything.
2. Keyword Strategy
B2B does not bid brand-only — go long-tail: 'solution + industry + application'. 'CNC machining for medical devices supplier' converts far better than 'CNC machining'.
3. Should You Use Performance Max?
Caution in B2B: low conversion volume undertrains the model. Stabilize Search first, then layer PMax as a complement.
4. Common Pitfalls
1) Leaving 'close variants expansion' on burns budget; 2) Non-native English landing page tanks Quality Score; 3) Setting 'pageview' as the conversion goal teaches the wrong signal.
✅ Execution Checklist
- ▸CAPI + Pixel dual reporting verified
- ▸Creative output ≥ 12 sets per week
- ▸ABO-test → CBO-scale SOP
- ▸Rolling 3-day ROAS / CPA / CTR view
- ▸Four-tier retargeting (VV/ATC/IC/PUR)
- ▸iOS / Android attribution split
❓ Frequently Asked
How long is the learning phase?+
Roughly 50 conversions within 7 days. During creative testing, concentrate budget on 1-2 core ad sets to avoid signal dilution.
Written by the GOWM GOWM Studio team, drawing on data from 50+ overseas engagements. Every framework here has been validated with real clients. Reach out via the consult panel for the matching SOP templates.