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AI tools like ChatGPT are fundamentally changing how buyers discover vendors. The traditional SEM playbook, built on paid search visibility and clicks, is losing effectiveness. Channels that once delivered consistent pipeline are now underperforming.
If you're managing paid search, you’ve likely seen this shift firsthand. Impressions may be holding steady, but clicks are down, and conversions are slipping. Buyers are getting what they need without ever visiting your site.
For B2B teams, the takeaway is clear: relying on search ads alone is no longer a sustainable strategy. The buyer journey has moved beyond Google. Modern marketers are adjusting by building targeted campaigns that meet buyers across more meaningful touchpoints.
Now is the time to adapt before those early signs of decline turn into real gaps in your pipeline.
You’ve built a strong SEM engine. Your campaigns are running. Your impressions are there. But the clicks aren’t coming, and conversions are harder to generate.
That’s because the buyer journey is no longer happening inside a single platform. Research is shifting to AI tools, peer review sites, and private communities. Buyers are gathering insights without ever landing on your site, and your paid visibility is getting less visible by the day.
Search volume may still be high, but traffic and conversion opportunities are declining. Your paid ads are reaching people, but they’re not driving action.
SEM used to be reliable. It helped newer brands get seen, compete with bigger players, and generate quick wins. But now that visibility is shrinking.
Paid search only covers one channel. Buyers, on the other hand, are researching across many.
Account-based marketing (ABM) doesn’t rely on one platform or channel. It meets your buyers where they actually are.
They could be:
ABM builds brand awareness before buyers even start researching. It helps you engage specific people inside target accounts and gives you visibility into what’s working. Not just ad views, but real contact-level behavior.
This isn’t about abandoning your content. It’s about making sure your content reaches the right people. With ABM, you don’t have to wait for clicks. You can deliver your message directly.
ABM lets you:
For paid marketers, ABM brings the reach, visibility, and control that paid search no longer guarantees.
Paid search was designed to generate clicks. But now, ads are harder to see, easier to skip, and completely missing from AI-first tools.
Instead of relying on impressions that may never convert, ABM helps you connect with real people who are more likely to take action.
You don’t need to abandon search, but you should reconsider where your budget is going.
ABM allows you to:
This isn’t about visibility. It’s about conversion and pipeline.
Here’s how leading teams are reallocating their SEM spend to drive better results with ABM:
Propensity gives your team the tools to shift your spend and see results quickly:
Propensity helps you go beyond ad impressions and reach the real people who drive revenue.
SEM still has a role. But it shouldn’t carry your entire pipeline strategy.
Your buyers are consuming content, doing research, and evaluating vendors across far more touchpoints than a single search result. They expect personalized, relevant communication. They expect outreach that shows you know who they are and what they need.
By reallocating even a portion of your SEM budget to ABM, you can reach them earlier, build stronger connections, and drive more pipeline.
When you stop paying for impressions and start investing in people, you don’t just drive traffic. You drive revenue.
How to Price Your ABM Campaigns: Bid Strategy Tips for LinkedIn, Meta, Google, and Programmatic Ads
Ready to shift from traffic to targeting?
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