Emilio Garcia explains that Google Ads targets by search intent, not firmographics, so B2B advertisers can't filter by job title or company. You have only the search query itself to guess who's searching. The real work is exclusion: blocking B2C and residential traffic that looks B2B.
But by definition, again, Google Ads is an intent platform, not a context one. And for things that we will not discuss today, they really hold very little information about the person from a B2B perspective. Who do they work for? What is their position, their seniority? All those kind of questions that are relevant for B2B are not available to Google as, as well as it will be in something like LinkedIn. Therefore, the only thing that you have to hold yourself accountable for, for who the person is, there's some cues in the query and that's it. And then the search term itself. So the other big issue is that a lot of searches that might be potential B2B inquiries might be B2C or residential. And so a lot of the battle, it happens to be to see as well. I think I heard someone saying the other day that we are marketers, digital marketers are in the business of untargeting rather than targeting, right? Of exclusions rather than inclusions.
