B2B search terms are expensive, and many clicks come from students, job seekers and competitors. We build Google Ads accounts that filter those out and optimise for leads your sales team wants.
Solution, problem and comparison searches from real buyers, not researchers.
Excluding jobs, free, definitions, students and other non-buyer searches.
Qualified leads and won deals from your CRM sent back to Google Ads.
Landing pages with qualifying forms that match each search.
From keyword to closed deal.
We find the searches decision-makers use at each stage, and the ones to exclude.
Tightly themed campaigns, qualifying landing pages and CRM-connected conversion tracking.
Bidding moves towards searches that create opportunities, not just leads.
| Search type | Example | Typical intent |
|---|---|---|
| Solution | "[category] software for [industry]" | High: comparing options |
| Problem | "how to reduce [problem]" | Medium: early research |
| Comparison | "[competitor] alternative" | High: ready to switch |
| Service | "[service] company near me" | High: ready to talk |
In B2B, a form fill and a customer are very different things. When Google only sees form fills, smart bidding finds more people who fill forms. When it sees which leads became qualified and which became deals, through offline conversion import, it starts finding more of your real buyers.
B2B clicks often cost more than consumer clicks, which is normal for valuable customers. What matters is cost per qualified opportunity compared with what a customer is worth. That is the number we report and optimise.
B2B searches attract many people who will never buy. We exclude them from the start:
For SaaS, the main searches are category ("[category] software"), comparison ("[competitor] alternative", "[tool] vs [tool]") and problem searches. We bid hardest on comparison and category terms, send each to a matching page, and track trials, demos and, crucially, which trials become paying customers.
| Campaign | Use in B2B |
|---|---|
| Search | The core: buyers searching for your solution |
| Remarketing | Staying visible through a long decision |
| YouTube and Demand Gen | Building awareness with targeted video |
| Performance Max | Only once CRM data shows lead quality |
Real results from client accounts. Client names are kept private.
A lean Google Ads account structured around high-intent searches and accurate conversion tracking. In another account we generated 750+ conversions at under $1.50 each.
Comprehensive keyword research plus Search and Display campaigns raised impressions and drove 50% more clicks, building brand visibility in a competitive space.
A B2B PPC agency manages pay-per-click campaigns, mainly Google Ads, for companies that sell to businesses: keyword research, ad copy, bidding, landing pages and CRM-connected tracking, optimised for qualified leads.
Yes, especially for products and services people actively search for. Search ads reach buyers with clear intent, and offline conversion import lets Google optimise for qualified leads.
Because B2B customers are valuable and many companies compete for the same searches. We focus on cost per qualified opportunity rather than cost per click.
Sometimes, once conversion tracking includes lead quality. Without it, Performance Max can bring many low-quality leads, so we usually start with Search.
Both. Google Ads works for any business people search for. For B2B, the difference is in keyword choice, negative keywords and optimising for qualified leads instead of form fills.
Yes. We focus on category and comparison searches and track trials, demos and paying customers.
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