Channel99, the AI-powered B2B marketing performance platform, has introduced Paid Search Optimization, a new feature that transforms how B2B marketers evaluate and improve the financial impact of their paid search investments. By shifting focus from traditional metrics like clicks and cost per click to account-level engagement and business outcomes, the capability helps align marketing spend with revenue goals and provides clearer accountability for finance teams.
Quick Intel
Paid search often represents around 40% of B2B marketing budgets, yet optimization has historically relied on vanity metrics that do not reflect true engagement quality or pipeline contribution. Channel99's new capability bridges this gap by linking paid search data to account-level outcomes, revealing which campaigns and keywords genuinely reach high-value targets.
"Paid Search continues to be a major line item in B2B marketing budgets, but remains difficult to manage based on the quality of engagement, or the impact on the sales pipeline," said Zak Prauer, Partner at Bain & Company. "Measuring and optimizing keywords or campaigns at the account or segment level will enable a far more holistic, full-funnel approach, and is long overdue."
Marketers can now analyze ad group and keyword performance against defined ideal customer profiles and named accounts, uncovering hidden inefficiencies and opportunities. The platform calculates cost-to-engage metrics that resonate with finance leaders, offering a more accurate view of marketing efficiency and ROI. AI continuously monitors performance to highlight wasteful spend and suggest reallocations that maximize returns.
Automatic scoring and ranking of keywords and ad groups further simplify decision-making, prioritizing investments that drive meaningful B2B audience engagement and revenue impact. This alignment empowers marketing teams to collaborate more effectively with revenue and finance stakeholders, fostering greater trust and strategic budget allocation.
"CFOs don't want more dashboards—they want clarity and action," said Chris Golec, Founder and CEO of Channel99. "Understanding the cost to engage a target account changes the entire paid search conversation. With Channel99, marketing teams can finally connect keywords and ad groups to real business impacts, opening the door to trusted, optimized spend."
The feature integrates seamlessly into Channel99's broader platform, which leverages AI for account identification, ad verification, inefficiency detection, and automated optimizations across multiple channels. This unified approach supports modern B2B go-to-market strategies by balancing growth, efficiency, and financial accountability.
About Channel99
Channel99 is a B2B marketing technology company that has solved long-standing attribution challenges in order to fuel an AI-powered decision-making engine. With superior account identification and the first-of-its-kind B2B ad verification, the B2B platform utilizes AI to identify financial inefficiencies across channels, optimize campaign and audience adjustments, and then automate workflows to reduce labor while increasing operational efficiency. High-growth mid-market companies up to global enterprises leverage Channel99's technology to increase and accelerate pipeline while reducing marketing investment risk. The company's founder and CEO is Chris Golec, who previously founded Demandbase and pioneered the ABM category. Industry-leading investors include Jackson Square Ventures, Industry Ventures, Norwest Venture Partners, Geek Ventures, Ridge Ventures, and Marin-Sonoma Impact Ventures.
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