We've experimented with AdWords several times at HubSpot (a B2B SaaS business).
Although they "worked" (in terms of generating some traffic), this particular channel for lead generation was one of our most effective.
We do much better with leads generated organically through inbound marketing. These include leads through our blog, free web tools and social media sites.
We stopped our AdWords campaigns because they were essentially, just too expensive for us compared to other vehicles for getting leads and customers.
Although they "worked" (in terms of generating some traffic), this particular channel for lead generation was one of our most effective.
We do much better with leads generated organically through inbound marketing. These include leads through our blog, free web tools and social media sites.
We stopped our AdWords campaigns because they were essentially, just too expensive for us compared to other vehicles for getting leads and customers.