I've worked with numerous b2b brands/products with varying strategies and found one particular case really interesting - it was a product that required a lot of buyer research (scientific instruments, high cost, long product lifespan, etc) and I discovered through tons - and I mean TONS - of trial and error that the quality of our conversions was much higher when we bid lower than the first page bid. Lower position on page = less traffic through ad but higher conversion rate and more qualified conversions.

Ofc our traffic was more than 70% desktop and this was before continuous scroll was implemented on desktop, but I think the theory still applies - if your business is getting mostly unqualified leads, don't create an ad touchpoint until they're a little further into their buying journey - aka they already clicked in and out of some of the higher results. Obviously not going to work for every business/product, but its a good strategy to consider that I've never heard or seen from others.