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B2B Paid Ads

Revealed: The #1 Reason Google Ads Campaigns for Supply Chain Fail

By Alex Gray, Founder of
on May 20th, 2019

In our experience: Google, Bing, and LinkedIn Ads work very well for medium-sized companies in the supply chain.

So, why do so many Ad Campaigns Fail?

Short answer: it's your website.

According to a recent HubSpot survey, 94% of respondents cited poor design as a reason they do not trust a website.

On the flip side, an intuitive, well-designed website positively impacts how visitors view your company, it also improves lead conversion through easy-to-see calls-to-action driving conversions to your technical content.

Before you decide how to redesign your website, let's look at the current model of traditional website design and compare it to the modern data-driven design approach.

Let's Talk About "Traditional Website Development"...

This is how most companies handle the redesign of their website:

  1. First the stakeholder teams make their primary wants and needs for the website known.
  2. Then comes multiple rounds of strategizing and planning; then the site is developed (typically a 3–6-month process, often times involving unplanned and unbudgeted last-minute changes).
  3. Then , it gets launched.
  4. Once the site is live, it essentially sits idle — for years, usually, until a complete overhaul, once again, seems required.
This approach requires a significant investment upfront, then leaves secondary things until "later" (aka never).

On top of that, it's almost always informed by little, if any, actual analytical data.
The result is a site that has less and less likelihood of generating leads as time goes on — especially from Google Ads traffic.

You Should Know:

  • Why prospects buy the type of products and services you sell?
  • What's the end-benefit they're after?
  • Why they're not buying more from you?
  • Their main concerns, doubts, and hesitations?
  • What puts them off — Which steps in you sales funnel scare people?
  • Which parts of your website cause the most friction and turn buyers away?
The answers to these questions and others should be important points to consider when redesigning your website.

You can't get these answers without comprehensive data.
If you don't know what you're going to improve, then you are definitely leaving money on the table.

Enter: Data-Driven or Growth Driven Website Design

It's no surprise that real marketers are quickly adopting a Data-Driven Design approach to their web presence.

This is a more efficient and productive method of building and maintaining a website because it involves:

  1. Building a "launchpad" site, then
  2. Continually improving that site, adding to and modifying it based on data that shows how users are (and aren't) using the site.
A Data-Driven Website also takes less time to launch, starts generating leads sooner, and is easier to budget.

The once overwhelming planning period is shortened to ensure that only the most important content is part of an initial launchpad site.

After the launch of the site, work is done consistently (continuous improvement cycle) to optimize it — each cycle completed in a defined time period.

During each continuous improvement cycle, a list of modifications that have the potential to improve the site's performance are addressed — those modifications are based on user data that show how users are (and aren't) using the site.
With a Data-Driven or "Growth-Driven" approach, you make a calculated investment, and continually improve the site — based on actual data — with a fixed monthly budget.

The Many Advantages of Data-Driven Website Design

This is a low-risk and strategic way to design your website. It's an iterative process of analysis and improvement that drives conversions.
Testing, analyzing, and improving should be the next steps after you launch your new website…
Data-Driven Website Design
focuses on three main principles:
Minimizing the risk of website redesigns
By focusing on data from the start, you'll create a website that actually generates sales qualified leads.
Continuously learning and improving
As a business owner, you know how important it is to test, test, and test some more. Using your website as a robust data source for insights into your market provides you with a fast, agile way to run your business efficiently.
Informing marketing and sales
Marketing and sales need to fuse together and utilize different aspects of the website data to inform their next decisions. You can use analytical data to maximize your marketing spend, without increasing it.
How does it work?
To minimize risk, a systematic approach is used to shorten launch time since continuous improvement will be done along the way, after the base launch.
Where visitors are clicking the most.
How far visitors are scrolling down the pages.
Buyer's Journey
Breaking down the path your visitors take when they convert and showing friction points.
Website Analytics
The time they spent on the page, if they stayed or bounced from the page immediately, demographic information, and key metrics like conversions, conversion rate, lead attribution, and a ton more.
In this fashion, continuous research occurs, ensuring that the visitors will get the best experience out of the website.
Learning about these visitors helps your marketing and sales teams know what the customers really want, helping to convert and drive leads.

Disclaimer: Data or Growth Driven Website Design is Not for Everyone

Many business owners have an emotional connection to their website. It's their "baby".

They worked so hard with the web developer(s) to craft the exact vision that was in their head and, when it was finished, it was magnificent.

There was only one problem: the site doesn't drive revenue like it could.

It doesn't generate leads. It just sits there, rotting away.

This is not for you if:

  • You have a grand 'vision' of what the website should look like and disregard real, actionable data
  • You don't see the value in constant testing and the guidance of a professional
  • You want your website to talk about your company and it's products/services — not the solution you have to your customer's problems

Wait, What Does This Have to Do with PPC Advertising?

1 part optimized web pages + 1 part optimized Google Ads = exponential growth.
Well, we know that Google Ads is a great way to grow your business.

We've tested thoroughly across many B2B verticals and, if you qualify to make Google Ads work for you, they can be insanely profitable (and scalable).

Your Digital Assets Matter. Your Website. Your Landing Pages. Your Messaging. Your Photos. Your Videos. Your Ad Creatives.

To get the best results from Google Ads, your website (and/or landing pages) needs to engage visitors and generate leads.

Here's what we've seen happen:

  1. The major disconnect we see with our clients is that they innovate and execute an amazing product or service, but their website doesn't communicate that.
  2. Then, to generate leads, they start running Google Ads to their outdated or poorly designed website. They get lukewarm results and they wonder why…
  3. Next, they may go to an "AdWords Specialist" who goes deep into their ads account, but rarely ever looks at their website or landing pages.
  4. This causes a huge disconnect between clicks/traffic and actual qualified leads generated.
  5. Now they're either convinced that "Google Ads doesn't work", or at very least they're skeptical and jaded from the bad experience — as any of us would!
There's a better way to master client/customer acquisition using Paid Ads and it all starts with where you're sending the traffic.

Bottom Line

If you're considering running ads for your business, don't forget to test and evaluate your website with real, actionable data before you redesign or spend a dime on ads.

You can lose a lot of money by ignoring that silent, but expensive, leak in your client acquisition system.

And, of course, if you need any help with anything mentioned in this article, get in touch with us and we'll see if we can get you the results you're going after.

We're your marketing secret weapon.

Start filling your pipeline with no risk at all.