Paid search

Making Google actually profitable for B2B brands.

Capture high intent leads from non-brand, competitor, and brand terms with powerful landing pages. It’s the only way this works.

  1. Get high intent leads
  2. Reduce wasted spend
  3. Drive up conversion rate

The structure

We built campaigns based on these 3 buckets.

Your Google Ads account

Brand

People searching for your name. Easy to convert, defending from competitors.

Non-brand

People searching for what you sell, your category and problems you solve.

Competitor

People searching for a competitor, and you can steal their leads.

The keywords

We bid on the right keywords, to avoid waste.

Brand
revenu pricing

Topic Intent modifier

  • Match types
  • Exact[b2b marketing agency]
  • Phrase“b2b marketing agency”
  • Broadb2b marketing agency

The ads

Every ad follows a high click-through rate formula.

Headlines

10/15
  1. #1 B2B Marketing Agency23/301
  2. B2B Marketing Agency20/301
  3. Top B2B Marketing Agency24/301
  4. #1 Agency for B2B Marketing27/301
  5. Agency for B2B Marketing24/301
  6. Actually Drive Pipeline23/302
  7. Stop Waste, Drive Meetings26/302
  8. We Actually Get Results23/302
  9. We Understand B2B Buyers24/302
  10. Turn Clicks Into Pipeline25/302

+ 5 more headlines

The landing pages

Google doesn't work without sexy landing pages.

  1. Demo conversion
  2. Self-learning conversion
  3. Exit intent pop-ups
  4. Human optimised copy
  5. CRO principles

Tracking

Leads is just the start. We focus on pipeline.

  1. 01Google AdsSpend, clicks and conversions
  2. 02CRMLeads, SQLs and opps
  3. 03Data WarehouseJoining the data
  4. 04Report BuildVisualise the data
  5. 05Pipeline VisibilityOptimise to pipeline

The optimisations

We focus on what moves the needle.

  1. Exclude bad search terms
  2. Improve quality score
  3. Test ad formulas
  4. Optimise landing pages
  5. Run CVR experiments
  6. Spend more on what works
  7. Track keyword performance

FAQ

Questions we get asked.

Can Google Ads actually work for B2B?

Yes, if it’s done right. Google can be the holy grail of high-intent leads, because you’re finding people while they’re actively looking for what you sell. Most B2B accounts waste money on broad match and junk searches. We only bid on the terms buyers actually use, send them to pages built to convert, and track every click through to pipeline.

Can you work inside our existing account?

Yes, we build on your ground (unlike the shady agencies out there). We start with a foundation check in the first two weeks: match types, exclusions, extensions, tracking and the settings that quietly waste budget. Then keep what is working and rebuild the rest. That way we have some quick wins, whilst building solid foundations.

Should we bid on our own brand?

Almost always. Google has started showing ads on brand terms, even if an account isn't bidding on them (starting bidding wars). Your own brand clicks are cheap, they convert well, and they stop competitors taking the people already looking for you. If a competitor uses your trademark in their ads, we file the claim to get them removed so you stay on top.

How do you stop spammy leads?

We don't use Pmax and other spammy campaigns. We avoid broad match, use a master list of negative keywords from day one, and every search term is judged to understand if it's going to bring in genuine intent or a spammy lead. Then we make sure your landing pages are clear, so you get more genuine leads.

How do you write the ads?

From your story and from a library of 50+ tested formulas. You approve them before they run. We don't just leave AI to write your ads either. We write actual ads, with actual human hands. But they are enabled with the best creative reports in the business. So they can see what is working and make more like it.

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