“For B2B … how do you optimise your ad content when programmatic ads generate a 99% bounce rate with no real user engagement or click-through conversions?”
— r/programmatic
You’ve seen the comment before.
Every B2B marketer who’s touched programmatic has felt that pain.
But the problem isn’t the channel.
It’s the measurement.
We’ve spent a decade teaching machines to chase the wrong outcome. And I built an 8 figure business fixing the problem - and here is exactly how I do it
The Wrong Goal
Most B2B campaigns still optimise for click-through rate.
CTR was born in the B2C space - a world of impulse decisions, add-to-cart actions, and instant gratification.
As a consumer, if I see some cheap but cool product, which costs £20, I’m not going to spend 9 months thinking about it. These conversions are easily won, in a way that B2B ones are most definitely not.
In B2B, there’s no “Buy Now.” There’s research, consensus, budget sign-off, and long memory. There’s teams of people, with their jobs on the …
