B2B SaaS and technology
- 42%reduction in cost per qualified lead
- 2.3×increase in qualified sales leads
- 35%improvement in landing page conversion rate
Google Ads for B2B
B2B Google Ads management that bids for deals, not form fills
We run Google Ads for B2B companies around buying-intent searches, strict filtering and offline conversion data, so the algorithm learns which leads your sales team actually wants.
Sound familiar?
Cheap leads, empty pipeline
Cost per lead looks great in Google Ads. Sales says most of those people were students, job seekers or tiny companies.
Search terms nobody checked
Broad match and auto-applied recommendations quietly spend budget on searches that have nothing to do with buying.
Google counts every form fill as a win
Without CRM data flowing back, Smart Bidding optimises for more form fills, including the junk ones.
What’s included
Everything needed to make Google Ads produce sales conversations, not just clicks.
Account audit and rebuild
We review structure, keywords, search terms, bidding and tracking, then rebuild only what’s holding results back.
Keywords by buying intent
Campaigns split by how close the search is to a purchase: product and category terms, competitor and alternative terms, and problem-led terms, each with its own budget.
Negative keyword lists
Jobs, careers, free, courses, definitions and other non-buyer searches blocked from day one and reviewed every week.
Ad copy that filters
Ads that state who the product is for and, where useful, a starting price, so unqualified clicks self-select out before they cost you.
Landing pages and forms
Pages written for one search intent, with forms that ask the questions sales needs answered. Our builder sets them up and keeps them fast.
Offline conversion import
Qualified leads and won deals sent back from your CRM to Google, so bidding learns from pipeline instead of raw form fills.
How we run your Google Ads
Audit and tracking first
We check what the account has been optimising for and fix conversion tracking and CRM handoff before changing bids.
Restructure by intent
High-intent campaigns get budget priority. Broad and exploratory terms get a small, tightly watched test budget.
Weekly search-term review
Every week we add negatives, move winning terms into their own ad groups and cut what attracts the wrong buyers.
Bid on pipeline
Once enough qualified-lead data flows back from your CRM, we move bidding to optimise for it.
What your monthly report leads with
Platform numbers are still there. They just don’t decide where next month’s budget goes.
| Instead of leading with | We lead with |
|---|---|
| Clicks and click-through rate | Qualified leads by campaign |
| Cost per lead | Cost per qualified lead |
| Google-reported conversions | Meetings booked from Google Ads |
| Impression share | Pipeline value from Google Ads in your CRM |
A recent Google Ads result
A B2B SaaS client came to us with a healthy-looking cost per lead and a sales team ignoring most of the leads. We rebuilt the campaigns around buying intent, rewrote the landing pages and fed qualified-lead data back to Google.
Client names stay private: the way they win customers is part of their edge. Figures come from campaign and CRM reporting.
Is Google Ads right for you?
Google Ads only works when buyers already search for what you sell. We’ll tell you in the audit if they don’t.
A good fit if
- Buyers search for your product category, your competitors or the problem you solve.
- An average deal is worth enough to pay for several qualified leads.
- Someone follows up leads within a working day.
- You can give us access to your CRM, or let us set up simple lead tracking.
Probably not a fit if
- Your category is so new that nobody searches for it yet. LinkedIn Ads usually fit better.
- You want the most leads for the lowest cost, whatever their quality.
- Leads go into an inbox nobody checks for days.
Questions about Google Ads for B2B
How much should a B2B company spend on Google Ads?
Enough to get a meaningful number of clicks on your high-intent keywords every month. That depends on how many people search for what you sell and what each click costs. The audit uses Google’s own keyword data to estimate it before you commit a budget.
How soon will we see leads?
Usually within the first two weeks of launch. Judging lead quality takes longer: plan on two to three months before deciding whether the channel works for you.
Do you use Performance Max for B2B?
Sometimes, but rarely first. Performance Max hides most search-term data and tends to chase cheap conversions. We test it once the account has reliable offline conversion data to steer it.
What is offline conversion import?
Sending data from your CRM back to Google: which leads became qualified, which booked a meeting, which turned into a deal. Google’s bidding then optimises for those outcomes instead of any form fill.
Will you work in our existing account?
Yes. We keep your account and its history, and change what needs changing. If you don’t have an account, we create one in your name.
Works well with
Google Ads captures demand that already exists. These create and widen it.
Find out what your Google Ads budget is really buying
Book a free pipeline audit. We go through your account and recent leads, and you get a written list of what to fix first, whether or not we work together.
- Emailcontact@marketingninza.com
- Phone+91 70294 41319
- OfficeLaxminarayan Apartment, Kolkata 700093