Google Ads management for B2B and lead-gen businesses.
Most Google Ads accounts are set up once and left running — the same keywords, same bids, same ad copy — while the budget quietly drains. We run Search, remarketing, and Shopping for B2B, professional-services, local lead-gen, and e-commerce accounts, tracked to the lead, the deal, or the sale. Keyword research, campaign structure, ad copy, conversion tracking, and ongoing optimisation, managed from the ground up.
How we run every account.
We verify before we spend
Conversion tracking configured and verified before any campaign goes live. If we can't measure what happens after a click, we won't run the campaign.
Stop the waste before it starts
Negative keyword lists built from day one. Low-intent search terms excluded before they cost money. Budget reaches buyers, not browsers.
Your account, your spend
The Google Ads account is yours, and your ad spend goes from it straight to Google. It never passes through us. You can raise, lower, or pause the budget at any time.
Google Ads management for B2B.
B2B accounts have long sales cycles, few conversions, and several people involved in every decision. An account optimised for cheap form fills fills your CRM with the wrong leads. These six things change how a B2B account is built.
CRM-qualified leads fed back to Google
Offline conversion import sends qualified leads and closed deals from your CRM back to the click that produced them, so bidding learns from revenue, not form fills.
Conversion windows that match your cycle
Windows set to your real sales cycle, often 60–90 days. Micro-conversions like PDF downloads are tracked as secondary only, so they never steer bidding.
Campaigns split by buying stage
Solution-aware searches, problem-aware searches, and brand plus remarketing run as separate campaigns with their own budgets and offers.
Exact and phrase match first
Tight match types and negatives for job seekers, students, and "free" research from day one. Broad match only once the account has enough conversion data to support it.
Remarketing and Customer Match
Pricing-page and demo-page visitors, plus your CRM lists, get their own audiences. In B2B, the second visit is often the one that converts.
An offer that earns the form
A demo, assessment, or consultation on a focused landing page with a short form. "Contact us" is not an offer.
The full method is in our B2B Google Ads guide and our guide to Google Ads for professional services.
Campaign management done properly.
Account & campaign audit
For existing accounts: a full audit identifying wasted spend, poor-performing keywords, missing negatives, and structural issues. Most inherited accounts have at least one significant problem quietly burning budget.
Keyword research & structure
We research the keywords your customers actually use, separate them by intent, and structure campaigns to match. Broad match without strategy is how budgets disappear.
Ad copy & extensions
Multiple ad variations written and tested. Responsive search ads structured to hit Quality Score targets. Extensions set up to maximise ad real estate and click-through rate.
Conversion tracking
Ads without conversion tracking are flying blind. We set up and verify tracking for the actions that actually matter — form submissions, calls over a duration threshold, purchases — and import CRM outcomes where you have them, before any spend goes live.
Ongoing optimisation
Weekly reviews of search term reports, bid adjustments, negative keyword additions, and A/B test results. What's not working gets fixed. What's working gets scaled.
Plain-language reporting
Monthly reports showing what you spent, what you got, and what it cost: cost per qualified lead and pipeline for lead gen, return on ad spend for e-commerce. No vanity metrics. No hiding behind impressions when conversions are the point.
How an engagement runs.
- 01
Audit or plan
An audit of your existing account, or a blank-slate plan built from your offer, margins, and sales cycle.
- 02
Tracking built and verified
Conversions, calls, and CRM import configured and tested before a single campaign goes live.
- 03
Campaign build
Structure, keywords, negatives, ad copy, and extensions. Search campaigns typically generate traffic within 1–2 days of launch.
- 04
Weekly optimisation
Search-term reviews, negatives, bids, and ad tests every week. Meaningful conversion data takes 4–8 weeks.
- 05
Monthly report
What you spent, what you got, and what it cost, in plain language.
- 06
Quarterly strategy review
Low-volume B2B accounts are judged on 90-day windows, not week-to-week swings. This is where budgets, offers, and campaign mix get reset.
Want a first look on your own? Run our self-serve Google Ads audit.
Where your budget actually goes.
Text ads for high-intent searches. The most direct form and the right starting point for most businesses. Tightly structured ad groups that match intent and control cost-per-click. For B2B, this is the workhorse.
Product listings in search results with images and prices. For e-commerce businesses only. Requires a clean Google Merchant Centre feed — we handle setup and optimisation.
Visual ads across the Google network. Shown to people who visited your site or match your target audience. Most effective alongside search, not standalone. For B2B, we use it for remarketing, not cold traffic.
Automated campaigns across all channels. Powerful when used correctly — expensive when handed full control without the right asset inputs and audience signals. Usually the wrong fit for low-conversion B2B accounts.
Landing pages and tracking from the same team.
Most of what decides a Google Ads result happens after the click: the landing page, the form, the tracking tag, and what your CRM does with the lead. We build websites as well as manage ads, so the landing page, the Google Tag Manager and conversion setup, and the CRM-to-Google Ads import loop are done by the same people who run the campaigns.
When a campaign needs a faster page, a shorter form, or a new offer, there's no handoff to another vendor. We build hand-coded landing pages on WordPress and the other platforms we develop on.
Frequently asked questions
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Yes, when it is measured properly. B2B accounts get fewer conversions, longer sales cycles, and several decision-makers per deal, so success depends on tracking qualified leads and closed deals, not form fills, and on judging results over months rather than days.
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We set conversion windows to match your real cycle, import CRM outcomes back into Google Ads so bidding learns from deals that close, and review strategy quarterly so a slow month doesn't trigger the wrong changes.
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Yes. We set up offline conversion import so qualified leads and closed deals from your CRM are attributed back to the keyword and click that produced them.
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We work it back from your cost-per-click, your conversion rate, and the lead volume you need during the audit, then recommend a budget that gives the account enough data to optimise.
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Search campaigns typically generate traffic within 1–2 days of launch. Meaningful conversion data takes 4–8 weeks as the algorithm learns and we optimise based on real performance. Month one is setup and baseline; month two is where real optimisation begins.
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Yes. We start with a full audit to identify what's working, what's wasting budget, and what needs to be rebuilt. We then transition management with minimal disruption to campaigns that are performing.
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Yes. Your ad spend goes directly from your Google Ads account to Google — it never passes through us. You set the budget, increase it, or reduce it at any time. We manage the strategy, you control the investment.
Let's make your ad budget work.
Tell us what you're currently spending, what you're trying to achieve, your sales cycle and the CRM you use, and whether you have an existing account or are starting from scratch.