What is the current best strategy for B2B?

[jundro]

Hello everyone,
We are a manufacturer providing ceramic CNC machining services—a niche and relatively low-volume market. Since April, Google Ads has been pushing us to use broad match keywords. By May, they even stopped showing our ads due to "low search volume."


So I switched to broad match with negative keywords, and while impressions and clicks resumed, the traffic quality was very poor—almost no relevant inquiries. Eventually, I paused all ads and started looking for a better solution.


Do you have any good suggestions for B2B companies like ours?

 

[Retracra]

Hello everyone,
We are a manufacturer providing ceramic CNC machining services—a niche and relatively low-volume market. Since April, Google Ads has been pushing us to use broad match keywords. By May, they even stopped showing our ads due to "low search volume."


So I switched to broad match with negative keywords, and while impressions and clicks resumed, the traffic quality was very poor—almost no relevant inquiries. Eventually, I paused all ads and started looking for a better solution.


Do you have any good suggestions for B2B companies like ours?

Yeah man, Google’s been pushing broad match hard lately, but for niche B2B stuff like ceramic CNC machining, it usually does more harm than good. The algorithm just doesn’t understand technical intent, so you end up getting traffic from random industrial or even hobbyist searches that never convert.


Instead of fighting the algo with broad match, you’re better off going back to exact and phrase match only, and build a tight keyword list manually—even if it says “low search volume.” It’s better to get 5 solid clicks a week than 100 useless ones. Also, try running your campaigns through high-trust agency accounts—those usually get better quality scores and cheaper CPCs, which helps a lot in low-volume niches.

 

[IDOLADS]

Yeah, I’d switch back to exact or phrase match, even if the volume is low because its way better to get a few solid clicks from the right people than burn money on random ones that go nowhere.

 

[Mohamed Ziani]

Yeah, broad match can be tricky, especially for niche B2B markets like yours. Google often sends low-quality traffic when the volume is small. Here are a few ideas that might help:

• Try exact and phrase match again, but group your best keywords into tight ad groups. Even if the volume is low, the quality will be higher.
• Use LinkedIn Ads for B2B targeting. You can target job titles, industries, or company sizes.
• Consider SEO + content focused on long-tail keywords. It takes time, but it works well for niche markets.
• Also check out industry directories or engineering forums where your audience hangs out.

Google Ads doesn’t always work well for low-volume niches, so testing other channels is a smart move.

 

[jundro]

Yeah, I’d switch back to exact or phrase match, even if the volume is low because its way better to get a few solid clicks from the right people than burn money on random ones that go nowhere.

Do you think I should set bids to maximize conversion value or to maximize clicks?

 

[Spicybambooz]

Go for maximize conversion value, bro—you want quality leads, not just clicks that don’t convert.

 

[nitish16]

Instead of broad match, try LinkedIn Ads or niche industry directories where decision-makers for CNC/ceramic parts actually hang out.

 

[Mister Miracle]

Focus on LinkedIn Ads or niche industry directories—Google broad match won’t cut it for low-volume B2B leads.