Platform · Google Ads
Google Ads management for B2B, bid to pipeline instead of form fills.
Left alone, Google optimizes your account to the cheapest conversion it can find. In B2B that is a student, a vendor, or a job seeker filling in a form. We run Google Ads for mid-market B2B companies on a fixed fee, with your CRM’s stages imported so the bidding chases sales-qualified leads and opportunities.
Nine terms that already produce SQLs. Exact match, bid to opportunity value.
Phrase and broad, capped budgets, read every week. A term moves to tier 1 when the CRM says so.
Cut. 212 negatives, kept in lists so they carry into every new campaign.
What’s different
Google Ads in B2B is a small-numbers problem.
Low volume, high stakes
A B2B account might see forty conversions a month. Smart Bidding wants about fifty per campaign before it settles. Structure and the choice of conversion matter more than any bid setting.
The wrong conversion is easy to buy
Form fills come from students, vendors, job seekers, and competitors. Optimize to them and the account learns to find more of them. We bid to the stage sales accepts.
The recommendations tab works for Google
Apply-all, broad match, Performance Max, and AI Max raise spend faster than they raise pipeline. Our recommendations get read against your CRM before they ship.
Google Ads account · [Client redacted]
Recommendations, one month
The model proposed
What shipped
The model proposed
Switch all keywords to broad match
What shipped
Broad on the two campaigns with proven SQLs. Phrase and exact everywhere else.
Performance Max: apply all suggested asset groups
One PMax campaign, brand excluded, served after search is saturated.
Optimize to “Submit lead form”
Imported CRM stages. Bid to SQL, with value set by opportunity size.
Add 212 negative keywords from search terms
Accepted. Then split into lists by cluster so they follow every new campaign.
Enable search partners and display expansion
Off. A third of partner clicks came from job boards.
5 proposals · 1 accepted · 4 reshaped
Illustrative
What we do on Google Ads
Everything below is included in every program. CRM imports and landing page audits start with Connected.
- Conversion tracking repair before anything is bid on: conversion actions, GA4 key events, enhanced conversions, consent mode.
- Initial and ongoing strategic reviews to steer campaign direction.
- Account structure by intent, with concise keyword targeting.
- Landing page reviews with recommendations to improve conversion rates.
- Search-term review every week, with negatives kept in shared lists.
- Ongoing reviews for new keyword targeting opportunities.
- Optimization and refinement of audience and demographic targeting.
- CRM offline conversion imports and value rules by stage, so Smart Bidding sees MQLs, SQLs, and Opportunities (Connected and Embedded).
- A live dashboard, and a monthly report led by an executive summary, with a change log and notes.
Mistakes we fix most often
- Enhanced conversions and offline imports never set up, so the bidding only ever sees form fills.
- Maximize conversions with three conversion actions counted equally, so a newsletter signup is worth a demo request.
- Broad match applied account-wide before there is any SQL data to steer it.
- Search partners and display expansion left on in search campaigns.
- Brand traffic inside Performance Max, reported as a PMax win.
- Location set to “presence or interest” for a company that sells in limited geographies.
Programs
Google Ads is in every program.
Questions
About Google Ads with us.
Do you work inside our Google Ads account or yours?
Yours. We work through manager-account access. You keep the account, the history, and the data, and you can remove us at any time.
Will you use Performance Max?
Sometimes, with brand excluded and once search is saturated. PMax is good at finding more of what already converts. It is poor at deciding what should convert.
What about AI Max for search campaigns?
We often use AI Max with all features disabled, this allows ads to show within AI overviews. We may test some AI Max features when SQL data is plentiful, but we closely monitor search terms.
How long before results?
Tracking repair takes two weeks. Smart Bidding needs a learning period after any change to the conversion it optimizes for. Cost per SQL moves in months two and three. Cost per form fill usually rises before that, on purpose.
Can you look at the account before we commit?
Yes. The $500 account review is a written list of what we would change and in what order, walked through on a call, and credited against setup if you go ahead.
Other platforms
One program, four platforms.
Every platform runs inside Managed, Connected, or Embedded, on one fee, reported in one dashboard.
Microsoft Ads
Bing and Copilot, imported from Google and then fixed.
LinkedIn Ads
The accounts sales wants, reached before they search.
ChatGPT Ads
Ads matched to the conversation, measured in your CRM.
Talk through your Google Ads account.
Thirty minutes. You’ll leave with a read on the account and a recommendation.