Why Paid Search Keeps Failing B2B (impression-share traps, demand capture vs. creation, when to pull the plug)
Paid search for B2B is harder than ever due to rising CPCs, plummeting click-through rates, and the dominance of zero-click AI search results. Success requires strong attribution, high-intent demand, and a focus on quality score—not just budget.
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Liam MacCormack
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