Many B2B SaaS accounts that struggle are organised around the company's org chart rather than the buyer's search intent. A sensible structure starts from the questions buyers actually type.
Separate brand from non-brand
Brand campaigns capture people already searching for your company. Non-brand campaigns find people searching for the problem. Keep them apart, so cheap brand clicks do not hide what it really costs to win new users.
Group keywords by intent
- Problem terms: people describing a pain they have
- Solution terms: people comparing ways to solve it
- Competitor terms: people evaluating alternatives, handled with clear and accurate claims
Pick a conversion that means something
A demo request or a qualified trial start is usually better than a page view. If your sales team rejects most of the leads, the account is optimising for the wrong thing. Feed back qualified outcomes where you can, so bidding learns from them.
Name everything so you can read it later
Use one pattern for campaign and ad group names, such as region, intent and product. Six months later, you will be glad you did.
Start small, give each campaign enough data to judge, and only then increase the budget.