Yeah, YouTube's the one that's really gone to shit for us. we're running ABM campaigns targeting enterprise decision-makers, and the targeting accuracy has taken a nosedive since the "new" ad interface rolled out. We've had to rework our entire audience strategy - custom intent audiences are now basically garbage compared to what they were even six months ago. The view-through attribution window keeps getting shortened without notification, and don't get me started on the forced TrueView in-stream placements that chew through budget on bot traffic.
For B2B specifically, it's nearly impossible to segment by job function with any consistency now. We've had to shift budget to LinkedIn and direct publisher buys just to maintain pipeline velocity. The platform's optimisation algorithms seem tuned for volume, not quality - great if you're selling cat food, hell if you're selling SaaS deals with a £50k ACV.
would love to hear if anyone's found a workaround that actually holds up in a blind A/B test. We've tried everything short of building a custom PMax exclusion list, and it's still burning cash.
