B2B Lead Generation
Less noise. More pipeline.
We build Google Ads campaigns that reach decision-makers when they’re actively looking — and filter out everyone else. No inflated lead counts. No vanity metrics. Just qualified enquiries your sales team can actually close.
Your current situation
B2B lead generation on Google is broken for most companies. Here's why.
You're generating leads — just not the right ones.
The form submissions are coming in, but your sales team keeps flagging them as unqualified. Wrong industry, wrong company size, wrong budget. Volume was never the problem. Quality is.
Your CPL looks acceptable — until you work backwards from closed revenue.
€80 per lead sounds manageable. But if only 1 in 20 converts and the sales cycle takes four months, your actual cost per won deal is a number nobody wants to say out loud.
Google keeps serving your ads to the wrong audience.
B2B intent signals are harder to read than B2C. Without tight keyword architecture and strict negative matching, your budget drifts toward consumers, students, and competitors — not buyers.
Your CRM and your Google Ads account have never spoken to each other.
Google is optimising for form fills. Your CRM knows which leads actually closed. That gap — between submitted and won — is where most B2B Google Ads budgets silently disappear.
Your landing page wasn't built for B2B buyers.
A B2B decision-maker lands on your page mid-research cycle. They need specificity, credibility, and a reason to commit. A generic hero section and a contact form don't close that gap.
Your sales cycle is long — but your campaigns don't account for it.
B2B deals take weeks or months. If your campaign is optimising for 7-day conversions, it's flying blind. The signals that matter happen long after the click — and most setups never capture them.
This is how we solve it
Campaigns built for pipeline — not just lead count.
Consultation
Keyword architecture built around buyer intent
We map your campaigns to the exact searches your buyers use — not broad terms that attract everyone. Tight match types, aggressive negative lists, and a structure that keeps unqualified traffic out from day one.
Offline conversion import — so Google learns from real outcomes
We connect your CRM data to Google Ads. Qualified leads, opportunities, closed deals — fed back as conversion signals so the algorithm optimises for what actually matters to your business, not just form submissions.
Landing pages that match where your buyer is in the decision cycle
We audit and advise on landing page alignment — making sure what your ad promises matches what the page delivers, with messaging calibrated to a B2B buyer who's evaluating, not impulse-purchasing.
Bid strategies tuned to your actual sales cycle
We configure conversion windows, attribution models, and tCPA targets around your real timeline — not Google's default 30-day window that ignores everything that happens after the first touchpoint.
Search + Demand Gen working together, not separately
We use Demand Gen to build awareness with the right audience profiles, then let Search capture the intent that follows. The two channels reinforce each other — and we track the overlap to understand what's actually driving pipeline.
Reporting tied to revenue — not just ad platform metrics
You'll see CPL, qualified lead rate, opportunity volume, and pipeline contribution — not just impressions and CTR. If your sales team is closing, we'll know. If something's off, we'll find it before it costs you a month of budget.
B2B lead generation on Google — built around deals, not just data.
Most Google Ads setups for B2B are copy-pasted from e-commerce playbooks. Same bidding logic. Same conversion tracking. Same assumption that a form fill is a win. It isn’t — not in B2B, where the real signal is a signed contract, not a submitted email address.
We build campaigns that respect how B2B buyers actually behave: slow, research-heavy, multi-stakeholder decisions that don’t convert in a single session. That means tighter targeting, smarter attribution, and a feedback loop between your CRM and your campaigns — so Google’s algorithm learns from the deals you close, not just the clicks you get.
Do you recognize yourself?
Your sales team and your marketing team disagree about what's working.
Marketing reports strong lead volume. Sales says the leads are useless. Both are technically right — and until someone fixes the feedback loop between the two, the argument won’t end.
You paused campaigns because the CPL climbed but you don't know why.
Something changed. Competitor moved in. Quality Score dropped. Broad match drifted. Without someone actively managing the account, problems compound quietly until the numbers force a reaction.
You need to reach a specific type of company and Google keeps missing.
Industry, company size, decision-maker role — these things matter enormously in B2B. But Google Ads doesn’t offer LinkedIn-style firmographic targeting. Getting there requires a different approach to keywords, audiences, and landing page alignment.
You've never been able to close the loop between ad spend and revenue.
Your Google Ads dashboard shows one story. Your CRM shows another. Somewhere in between, the connection broke — and you’ve been making budget decisions based on incomplete data ever since.
How we get started - How we scale
Good results aren’t an accident — they’re the outcome of the right structure, the right strategy, and people who actually know what they’re doing. Here’s what that looks like in practice.
Before we touch anything, we understand everything.
We start by understanding exactly where you are — what's working, what's wasting budget, and what's missing entirely. No assumptions, no shortcuts.
- Full account audit covering structure, bidding, and targeting
- Conversion tracking review — we verify every signal before we trust it
- Competitor and market analysis to understand the landscape
- Budget allocation review across campaigns and channels
- Clear audit report with prioritized action items
Clarity before campaigns.
We align on what success actually looks like for your business — the right KPIs, realistic targets, and a clear plan before anything goes live.
- Business and offer deep-dive to understand what actually drives revenue
- KPI definition tied to real business outcomes, not platform metrics
- Realistic target-setting based on historical data and market benchmarks
- Funnel mapping from click to conversion to customer
- Shared roadmap so everyone knows what happens and when
Built to last, built to scale.
Campaigns built from scratch or rebuilt from the ground up — clean architecture, proper tracking, and a structure designed to scale from day one.
- Campaign architecture built around your funnel and business goals
- Full tracking setup including GA4, conversion events, and attribution
- Ad copy and asset creation aligned with intent and funnel stage
- Match type and keyword strategy built for control and efficiency
- Feed and Merchant Center setup for Shopping and PMAX accounts
This is where the work pays off.
With the foundation in place, we focus on what's next — scaling what works, cutting what doesn't, and consistently pushing performance forward.
- Ongoing performance analysis with clear weekly updates
- Budget scaling tied to performance thresholds, not arbitrary increases
- Continuous testing across copy, audiences, and bid strategies
- Expansion into new campaign types, markets, or channels where it makes sense
- Regular strategy reviews to identify the next lever worth pulling
