Generic product searches attract consumers, not business buyers. You pay $2 per click for people wanting to buy one unit, not a case of 100.
Example: 60% of clicks from consumers who bounce seeing minimum order quantities
B2B sales often require quotes, negotiations, and offline discussions. Tracking only online purchases misses 70%+ of actual revenue attribution.
Example: $50K in monthly sales from quote requests with zero Google Ads attribution
The person searching isn't always the decision-maker. Junior staff research, managers decide. Your ads speak to researchers, not approvers.
Example: 80% of form fills from researchers, 20% from purchase-authorized contacts
B2B purchase cycles are 30-90 days. Optimizing for same-session conversion kills campaigns that actually drive business—just on longer timelines.
Example: Cutting campaigns with 60-day average sales cycle because 7-day ROAS is weak
Minimum order quantities and bulk pricing aren't visible until deep in the funnel. Buyers who expected consumer pricing abandon at cart.
Example: 75% cart abandonment when $500 minimum order is revealed
With a single asset group, Google optimizes for aggregate ROAS by heavily favoring your top 5-10 products. The rest of your catalog gets almost no impressions. Worse, low-margin products drag down profitability while appearing successful in aggregate.
Fix: Segment products by performance tier: Winners (scale), Potentials (test), Underperformers (cut or fix). Create separate asset groups for each.
PMax claims credit for brand searches that would've cost $0.30 through a dedicated brand campaign. Without exclusions, you're paying 3-5x more for customers already looking for you.
Fix: Add brand exclusions to PMax and run a separate Brand Search campaign with exact match keywords.
Missing GTINs, generic titles, no custom labels, and missing sale prices hurt your Shopping ad performance. Consumer pricing displayed
Fix: Include 'wholesale' or 'bulk' in product titles
Your 5x ROAS might look great until you realize 70% of sales are repeat customers who would've bought anyway. You're paying to acquire customers you already have.
Fix: Segment reporting by new vs returning customers. Set up customer match lists and analyze true CAC.
Not all campaign types work for b2b wholesale stores. Here's what to skip:
Consumer-dominated traffic
Attracts single-unit buyers
Kills long B2B cycles
Follow these best practices to maximize your B2B Wholesale Google Ads performance:
Budget: 40-50% • Target ROAS: 4-7x
Budget: 25-30% • Target ROAS: 3-5x
Budget: 20-25% • Target ROAS: 5-10x
Budget: 10-15% • Target ROAS: 6-15x