B2B PPC That Fills Your Sales Pipeline
Complex sales cycles need sophisticated PPC strategies. We target decision-makers, optimize for lead quality, and track all the way to closed revenue.
B2B companies that optimize for sales-qualified leads (SQL) rather than raw lead volume typically see 40-60% better pipeline conversion and significantly lower cost per opportunity.
B2B PPC Challenges We Solve
Common problems we solve for B2B companies every day.
Long sales cycles make attribution difficult
Offline conversion imports, CRM integration, and pipeline-based optimization rather than just lead volume.
High CPCs in competitive B2B markets
Long-tail keyword strategies, negative keyword management, and quality score optimization to reduce costs.
Leads that don't convert to opportunities
Lead quality scoring, decision-maker targeting, and campaigns optimized for SQL rather than MQL.
Reaching the right decision-makers
Job title targeting, company size filters, and account-based marketing strategies for high-value prospects.
B2B PPC Services
Everything you need to generate qualified leads and fill your sales pipeline.
- Google Ads search campaigns
- LinkedIn Ads management
- Account-based marketing (ABM)
- Lead quality optimization
- CRM integration & offline conversions
- Landing page optimization
- Retargeting for long sales cycles
- Competitor conquest campaigns
Industries We Serve
Consulting, legal, accounting
Software, IT services, cloud
Industrial, equipment, supplies
Our B2B clients achieve an average 28% lead-to-SQL conversion rate by implementing offline conversion imports and optimizing for pipeline value rather than form fills.
FAQ
B2B PPC Questions
Common questions about Google Ads management for B2B companies.
- B2B PPC targets decision-makers with longer sales cycles (3-12 months vs. immediate purchase), higher transaction values, and multiple stakeholders. Success requires different metrics: focus on lead quality over volume, cost per qualified lead over raw CPA, and pipeline value over immediate ROAS. Keyword strategy emphasizes professional terminology and buying-intent signals like 'enterprise', 'vendor comparison', and 'demo request'.
- B2B cost per lead varies significantly by industry and deal size. Technology/SaaS averages £50-150 per lead; professional services £30-100; manufacturing £40-80. More important than CPL is cost per qualified lead (SQL) and cost per opportunity. A £200 lead that closes a £50k deal is far more valuable than a £20 lead that never converts. We optimize for pipeline value, not just lead volume.
- We layer multiple targeting approaches: keyword intent (terms decision-makers search), audience targeting (in-market segments for business services, custom audiences based on competitor research), demographics (income and age as proxies for seniority), and remarketing lists from your CRM. LinkedIn Ads complement Google for precise title-based targeting, which we can manage alongside your search campaigns.
- Performance Max can work for B2B but requires careful setup. Provide strong audience signals from your CRM, exclude brand terms to protect brand campaigns, and ensure conversion tracking captures lead quality signals (not just form fills). We typically recommend starting with Search and remarketing campaigns, then testing Performance Max once you have sufficient conversion data — usually 30+ conversions per month.
- True B2B measurement requires tracking the full funnel: leads, marketing-qualified leads (MQL), sales-qualified leads (SQL), opportunities, and closed revenue. We implement offline conversion imports to feed this data back to Google Ads, enabling optimization for what matters: revenue, not just form fills. This approach typically improves lead quality by 40-60% while reducing wasted spend on unqualified traffic.
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