B2B Google Ads agency. Search terms that end in a quote, in every market.
In B2B, the search is often the first trace of a purchase that takes months. Sell in several countries, and that search happens in several languages. We build the account so the budget goes to the searches that reach your sales team, not to the ones that only bring clicks.
B2B lead generation in four new markets for specialist equipment.
- +166%
- MORE LEADS
- +119%
- MORE TRAFFIC
- 4
- NEW MARKETS
Google Ads is the B2B channel that starts with the buyer's own words
Google Ads for B2B is about being visible when a buyer, a technician or a managing director searches for what you sell, and about measuring which of those searches end in a sale. We build and run Google Ads for B2B companies with tight keyword structures, messaging tested head to head and tracking that shows where the leads come from. For B2B Loupes Company, which sells specialist equipment, Google Ads was the only ad channel in the partnership. It ran in four new markets: Poland, Germany, Sweden and Australia.
It is often the most direct channel in B2B, because it does not have to create a need. It has to find it. But it is also the easiest to waste money on, because students, job seekers, private buyers and competitors use the same words. Much of what we do in Google Ads is about keeping them out.
Small search volumes make every search term count
B2B searches are small. Even the broad terms for B2B marketing get at most 200 searches a month in Denmark, and the name of a specific product is often far below that. There is not enough traffic to let Google guess its way forward, and every wrong search term takes a bigger bite of the budget. Split that demand across several countries and languages, and each market has even less to learn from.
- searches a month for “leadgenerering b2b” (B2B lead generation)
- 200
- searches a month for “b2b leads”
- 70
- searches a month for “google ads for b2b”
- 40
That is why we work with tight intent structures and a human reads the search terms every week, not every quarter. Negative keywords remove jobs, education, free and private use before they cost anything, and each search term is checked against what you actually sell. Season counts too. In Ahrefs' figures for Denmark, searches for the word b2b fall from around 3,300 searches a month in June to around 2,500 in July, when the country is on holiday, and dip again in December. Plan the budget and the expectations around that, market by market.
One campaign per market, because the purchase looks different
An account that puts every market, product line and customer type in the same campaign cannot be steered. The budget goes where clicks are cheapest, not where the customers are best. For B2B Loupes Company we built country-specific campaigns for Poland, Germany, Sweden and Australia, with messaging adapted to each market and A/B tested across cultures.
| Area | Combined | Split by market |
|---|---|---|
| Structure | Copied from one market | Own campaigns per market |
| Messaging | Translated | Adapted and tested |
| Budget | One for all | Steered per market |
| Measurement | Added together | Per market and dealer |
- Structure
- CombinedCopied from one market
- Split by marketOwn campaigns per market
- Messaging
- CombinedTranslated
- Split by marketAdapted and tested
- Budget
- CombinedOne for all
- Split by marketSteered per market
- Measurement
- CombinedAdded together
- Split by marketPer market and dealer
The same applies inside one country. If you sell both to small firms and to large purchasing departments, or both directly and through dealers, those are different buyers with different searches. Each needs its own campaign, its own message and a landing page that answers their particular question.
Measure Google Ads on qualified leads, not on forms
Google Ads bids for whatever you call a conversion. If that is a submitted form, the account learns to find more people who submit forms. That is not the same as people who buy. With offline conversion import, Google Ads can take the status from your CRM, so the bidding learns the difference between a lead your salesperson closes and one that never answers. Score the leads by who actually buys, send that back, and the account bids for quality, not count.
- Cost per qualified lead, not per form
- The share of leads that become a quote
- Won orders and their value, taken from the CRM
- Search terms that bring leads, against those that only bring clicks
- Results per market and product line
The link is built with the click ID, enhanced conversions for leads and consent. Read how we approach it on our Tracking & Data page. Without it, the account steers by forms.
Search first. Performance Max once the account knows the difference
Performance Max can find buyers across search, YouTube, Gmail and Google's display network. But it optimises towards the signal it gets, and in a B2B account with few leads that signal is thin. Thinner still when the leads are split across several markets. Give it only forms to chase, and it can fill your CRM with enquiries that look fine in the account and cannot be used in sales.
In a B2B account it therefore makes sense to start with Search, where every search term can be read and excluded. Performance Max comes into play once CRM data tells Google which leads became customers. Brand traffic is kept separate, so the campaign does not take the credit for people who already knew you.
How we build a Google Ads account for B2B
The steps are the same whether the account covers one market or several. The first four are the ones the B2B Loupes Company case is built on.
- 01Market and competitors
Who bids on your terms, what they promise, and which searches exist at all. Some markets are not worth opening, and it is cheapest to know that in advance.
- 02Structure by buyer
Campaigns per market, product line or customer type, with negative keywords from day one.
- 03Messaging that is tested
The ads are tested head to head. A claim that works on one buyer can fall flat with another.
- 04Measurement per market
The forms are measured, and leads are tracked per market and dealer, so the account sees more than the click.
- 05Weekly work
A human reads the search terms, adds negative keywords and moves the budget towards the leads sales can use.
B2B Loupes Company went from an account that did not work to four new markets
Before we came in, Google Ads was not something B2B Loupes Company could really make work. The strategy was to get the foundation right first, then use it to scale internationally. The foundation was market analysis, country-specific campaigns, A/B testing of messaging across cultures and advanced tracking of dealers per country.
- +166%
- MORE LEADS
- +119%
- MORE TRAFFIC
- 4
- NEW MARKETS
The case ties each figure to the setup itself: the rise in leads to the country-specific campaigns with advanced tracking of dealers per country, and the rise in traffic to A/B testing of messaging across cultures on top of a stronger Google Ads foundation. The campaigns paid off in the new markets and lifted the whole business. Read the whole B2B Loupes Company case.
When Google Ads is not the first thing to do
Google Ads can only catch demand that exists. If you sell something people do not yet know they need, there is nobody to catch, and the money should first go on becoming known, for example with Meta Ads. The same holds for a new market where nobody searches for you yet. And if sales cannot follow up a lead within a couple of days, more leads are the last thing you need.
Book a call, and tell us what you sell, to whom and in which markets. If you already have an account, we look at the search terms and tell you what we would change first.
Book a call30 minutes. We look at your account and your numbers and tell you honestly what we would do.
Book a callWhat we are often asked.
Yes, when people search for what you sell, and when the account is measured on the leads sales can use. Google Ads is often the most direct B2B channel, because it reaches buyers who are already looking. It works badly if the account is built like an e-commerce account and optimises towards every form.
A concrete B2B result and an explanation of how it was measured. Ask whether the agency sends data from your CRM back to Google Ads, how often it reads the search terms, and who actually works in the account. An agency that only reports clicks and cost per lead is steering by the wrong number in B2B.
With negative keywords, with ad copy that says who the product is for, and with a form that asks what the salesperson needs to know. Most important is telling Google which leads were good, by sending the status back from the CRM. Then the bidding learns to go after them.
Not on its own. Google Ads sees the click and the form, but the sale happens in your CRM. With offline conversion import or enhanced conversions for leads, the status from the CRM can be sent back, so the account can measure and bid for qualified leads and won orders.
Rarely as the first thing. Performance Max optimises towards the signal it gets, and with few leads and only forms as the goal, it can find many enquiries that sales cannot use. It becomes relevant once the account gets CRM data and has enough qualified leads to learn from.
Yes, but each market should have its own campaigns, its own message and its own measurement. For B2B Loupes Company we built country-specific campaigns for Poland, Germany, Sweden and Australia after market analysis and competitor research. Put every country in one campaign, and you cannot see which market is carrying the account.
