Swimming Against the Current in B2B Paid Search

B2B paid search in 2026 is mostly just a few companies outbidding each other on the same terms.

Casper, founder of SparkForce, and Waseem, Senior Paid Search Specialist, are going to show you what the other option looks like.

That means understanding where Google is going and what it does to the search landscape, why timing mistakes drown most B2B search campaigns, and how to find buyers who are already searching for what you sell without knowing it yet.

One idea runs through all of it: stop fighting over red oceans when blue ones exist.

What you'll leave with:

• Where Google is heading. What's happening in search right now and what AI changes are coming.
• How it impacts B2B search. What these shifts actually mean for the way buyers find you.
• How we see B2B Google Ads in 2026. Where the opportunities are and where budgets are being wasted.
• The timing problem. Why most B2B teams misjudge when paid search pays off and what it's costing them.