In B2B, the sale is signed weeks after the click. If nobody sends that information back to Google, the platform optimizes for forms, not for customers.
Volume is low, deal size is high, and the delay between the click and the signature is counted in weeks. An algorithm fed only with submitted forms therefore learns to produce forms, including those that will never lead to anything. Cost per lead goes down, cost per signed customer goes up, and the two curves are never looked at together.
Send actual sales back to Google
Every ad lead carries an identifier. By keeping it all the way to the CRM and sending the sales outcome back, we teach the platform to look for customers rather than form submissions.
Accept low volume
A B2B campaign isn't judged by its number of clicks. A few very precise searches, properly covered, are worth more than broad targeting that just fills up reports.
Filter out job seekers and competitors
A significant share of B2B traffic comes from job seekers, students and competitors. This cleanup is done on the search terms you are actually billed for, on an ongoing basis.
A page that speaks to a decision-maker
A decision-maker is looking to reduce risk, not to discover a feature. The page must answer whatever is blocking the decision, and offer a simple way to talk to someone.
What's included
Our sales cycle lasts six months. Is this workable?
Yes, provided you feed back reliable intermediate steps rather than just the signature. A qualified meeting is a usable signal; a form submission is not.
Do we need to connect our CRM?
It's the one thing that changes results the most in B2B. Without the sales outcome being fed back, the platform optimizes on the only signal it sees, and that signal is misleading.
Is Google Ads relevant if nobody searches for us by name?
That's exactly the use case. Search captures people looking for a solution to a problem. If they aren't searching for the problem either, then another channel needs to be opened, and we'll tell you so.