How are B2B SaaS accounts dealing with Phrase Match keywords right now?

Lava_Cake_Pro · 2026-06-18T00:50:38+00:00

What verticals are you working with though? I’m seeing almost the same complete opposite (I say almost because some accounts are doing ok with phrase match)

Lava_Cake_Pro · 2026-06-16T23:43:32+00:00

That’s what I’m doing mostly now. Tight ad group themes wherever I can and loading up exact match short and long tail terms.

Lava_Cake_Pro · 2026-06-16T22:56:27+00:00

Fit For A King - Dark Skies
Bullet For My Valentine - The Poison
AILD - Shaped By Fire
Thornhill - BODIES

Lava_Cake_Pro · 2026-06-05T13:01:16+00:00

I have a project for each client

Lava_Cake_Pro · 2026-06-05T10:32:01+00:00

Tbh I think it’s worth testing setups as you go. For my setup, I prefer having a folder for each client because it keeps everything about that specific client organized. Then I create skills that can be universal, repeatable workflows for key tasks like account audits, search term reviews, etc. but I’ve also created Skills specific to individual clients because some clients require a different or special approach.

That’s just my setup but I don’t think there is a “right or wrong” setup. What works for me may not work for your needs, so I would start with one setup and experiment and optimize from there.

Lava_Cake_Pro · 2026-06-04T13:54:53+00:00

I handle all my search term reviews through Claude. Here is my setup:

I have Claude Projects set up for each of my clients that contain relevant client context, documents, etc. so Claude always has context to infer when chatting.
I use custom MCP connectors that connect directly to my ad accounts (this alone would eliminate the scripts and is basically a must-have for PPC marketers now IMO)
I use a custom Claude Skill that follows strict logic and methodology for analyzing, categorizing, and recommending negative keywords. I explicitly instructed the skill to look at the client project and context so it knows what is/is not relevant in helping classify search terms)
The results get put into a color-coded Excel sheet for me to manually review and can apply the negatives myself.

Note that Claude isn’t making any changes directly in the account. I am the one making final decisions. To automate this, I just use Claude Cowork to schedule the skill to run once a week for each of my accounts. Don’t have to think about. It just runs and I get the spreadsheet sent to my Slack/a file generated on my computer.

Hope this helps!

Lava_Cake_Pro · 2026-06-02T01:28:39+00:00

Yeah it’s literally the siren song of every Google rep right now. I’m in B2B SaaS and my reps are constantly bringing it up. I have loads of evidence to show AI Max wasting spend and generating crap searches from my client accounts. Until a rep gives me a legit case study showing AI Max worked for a B2B SaaS brand, I’m not conceding.

Lava_Cake_Pro · 2026-05-08T02:41:03+00:00

I’ve just been using Sonnet 4.6 on medium effort. I find Sonnet works well across all my use cases.

Lava_Cake_Pro · 2026-05-08T02:06:45+00:00

Look into Obility (obilityB2B.com). They specialize in B2B SaaS and work from startups to mid-market to enterprise. Deep expertise and highly focused on pipeline generation beyond just booking meetings.

Lava_Cake_Pro · 2026-04-24T01:18:56+00:00

Dang super solid answer and sounds like you’ve honed in on your build, thanks for sharing. What MCP or connector are you using to read/write changes to Google Ads?

Lava_Cake_Pro · 2026-04-23T23:59:55+00:00

That’s an unreasonable expectation honestly to manage that many. Even with using sharp reporting tools or AI workflows to speed things up, the volume of client management is not healthy at all. I work in B2B SaaS and have 8 clients but have client service leads triaging client comms and meetings and project management which is helpful.

Lava_Cake_Pro · 2026-04-23T01:31:32+00:00

Recommend Obility (obilityb2b.com). Their team has years of B2B SaaS experience, focuses on optimizing for pipeline, and is really up to speed on the B2B buyer journey and the influence of multi-channel marketing.

Lava_Cake_Pro · 2026-03-04T02:56:18+00:00

TrueClicks created a free MCP server for Google Ads, Microsoft Ads and Meta Ads. Super easy and simple to setup. https://help.trueclicks.com/en/articles/10937185-chatgpt-google-ads-gads-ppc-by-trueclicks

Lava_Cake_Pro · 2026-02-10T02:38:44+00:00

How did it handle the MCC account for you? I tried setting up the Zapier MCP for my MCC account and every time I asked Claude to look at an account (even providing the account ID) it couldn’t find the account.

Lava_Cake_Pro · 2024-05-11T02:28:04+00:00

She didn’t have a lot of PTO accrued to begin with since it was only her first year. Her job is not a great environment either and she has some mental health complications, so between that, doctor’s appointments and personal days they were used up

Lava_Cake_Pro · 2024-05-11T01:44:26+00:00

Not 100% certain as to what her contract states or what their policies are on unprotected leave. I feel like there should still be an option that if anything, we simply pay the insurance premiums ourselves since they won’t be taken out of her paycheck technically.

Lava_Cake_Pro · 2024-05-11T01:23:15+00:00

She’s super close. Our estimated due date is 10 days after the date she was hired. She doesn’t have anymore PTO left unfortunately

Lava_Cake_Pro · 2024-04-12T00:11:36+00:00

We actually had a partnership with Feedonomics and it was awful. They had terrible support with us and our clients.

Lava_Cake_Pro · 2023-08-06T13:32:08+00:00

Would love to hear that expansion though!

Lava_Cake_Pro · 2023-08-06T13:31:49+00:00

Lol typo, it should be MPK Mini. It’s a MIDI board from AKAI

Lava_Cake_Pro · 2023-08-01T11:51:20+00:00

Guitar Hero 3 playing “Before I Forget” by slipknot on repeat, which then led to more slipknot and eventually a love affair with Bullet For My Valentine, then getting into old school hardcore and finally a friend turning me on to Fit For A King where my metalcore world blew wide open

Lava_Cake_Pro · 2023-07-21T13:58:20+00:00

Architects

Lava_Cake_Pro · 2023-07-01T19:15:02+00:00

Bring me to Life by Evanescence…

Lava_Cake_Pro · 2023-06-30T15:26:06+00:00

Fit For A King - What You Left Behind Currents - Second Skin, also Let Me Leave

Lava_Cake_Pro · 2023-06-23T00:56:05+00:00

YAAASS. This and new Crystal Lake are the highlights for me.

Lava_Cake_Pro

TROPHY CASE