Google Ads
Google Ads that spend on the searches your buyers make and block the ones they don’t, with a campaign, ad and landing page for each kind of search.
Google shows your ads to people typing your category, their problem or a competitor’s name. In B2B the same words also bring in job seekers, students and people looking for templates, and broad match and auto-applied recommendations add searches nobody chose. We start with the search terms report and the conversion setup, because bidding can only be as good as the signal it’s given.
For Heads of marketing and founders at B2B software, services and trade companies whose buyers search for the category, the problem or a competitor by name.
You need this when
- 01
Your search terms report is full of people who will never buy.
- 02
Performance Max takes a share of the budget, and you can’t see what it buys.
- 03
Everything sits in one or two campaigns, so you can’t tell what sells.
What’s included.
Search campaigns by intent
Separate campaigns for category, problem, competitor and brand terms, each with its own budget, ads and landing page.
Keywords and negatives
Match types chosen per theme, and negative lists that block jobs, courses, templates and consumer searches.
Customer Match
Lists from your CRM to exclude existing customers and reach accounts already in your pipeline, where your account meets Google’s requirements.
Offline conversions
Enhanced conversions for leads, and qualified-lead and closed-deal stages imported from your CRM and matched to the original click.
Performance Max, Demand Gen and YouTube
Added only once qualified-lead data is coming in, with brand exclusions set, so automation learns from customers rather than clicks.
Ads and landing pages
Responsive search ads written for each intent, and landing page fixes where the data shows people dropping off.
How it runs.
Campaigns restructured or launched in week 3; allow about 3 months of data before judging bidding on qualified leads.
- 01 · Audit
We read the last 90 days of search terms, settings and conversion setup, and list what’s wasting spend.
- 02 · Fix conversions
We make sure qualified leads and deals from your CRM reach Google before we change any bidding.
- 03 · Rebuild
We restructure campaigns by intent, add negatives and write new ads.
- 04 · Review weekly
Each week we review search terms, bids and ads, move budget to the campaigns that produce qualified leads and pause the rest.
Deliverables
- Account audit with wasted spend by search term
- Campaign structure by intent, with naming rules
- Keyword and negative keyword lists
- Responsive search ads for each ad group
- Enhanced and offline conversion setup
- Customer Match audiences
- Weekly search terms review and one-page report
Works with
What buyers ask.
We tried Google Ads and it didn’t work. Why would it now?
We start where it went wrong: the search terms you paid for and the conversions Google was told to chase. You see the audit and what we’d change before any more budget goes in.
Our category has low search volume. Is Google worth it?
Low volume often means high intent. We run it as a small, tightly targeted campaign and put the rest of the budget where your buyers spend time. The growth plan shows the split and the reasons.
Is there a minimum budget?
No fixed minimum. The budget has to buy enough clicks for Google to learn, and that depends on your cost per click. We work it out in the audit and tell you if the number is too low before you spend it.
Pairs well with
Bing and Copilot search ads, targeted by job function, company and industry.
Let’s build your pipeline.
Tell us what you sell, who buys it and roughly what a customer is worth to you. We reply with questions, then a written proposal.