12. B2B Ads Budgeting - Avoid overpaying for leads without ending up in scaling jail

If your ad budget’s too low, you’ll overpay for leads. Too high? Same problem. This episode shows you how to find your B2B “Goldilocks zone”. You’ll learn the ad spend thresholds for signs of life vs. predictable pipeline, how Google’s auction model affects cost per lead, and why budget should scale with behaviour, not just ambition. Whether you’re stuck in “scaling jail” or unsure why your performance fluctuates, this is your blueprint for smarter, more stable B2B ad budgeting.