Qualified leads volume up
Cost per qualified lead down
Faster ramp to stable acquisition cost
Who This Is For
High-ticket B2B companies with considered sales cycles, specialized ideal customer profiles, and revenue teams that care about qualified meetings, sales opportunities, and pipeline attribution.
Deal sizes that justify measured spend
High-ticket deals that make careful targeting worthwhile
Complex buying committees
Multi-touch journeys with multiple stakeholders
Brand protection at scale
Scaling into new geographies or segments safely
What We Solve
Fragmented account structure
That blocks scale and wastes budget
Poor search term quality
And wasted spend on irrelevant clicks
Tracking gaps
Between ad click and sales meeting
Feature-focused messaging
Instead of value and proof
Lack of air cover
Outside Search to accelerate learning
Our Approach for High‑ticket B2B on Google
A systematic methodology built for complex B2B sales cycles
- GA4 plus Enhanced Conversions and server side where available
- Clear conversion taxonomy: soft micro events vs hand‑raiser MQL vs SQL
- Offline conversion imports from CRM to optimize for qualified meetings
- Phone call tracking and form validation to keep junk out
- Single source of truth account with shared negatives and audiences
- Tightly themed campaigns by intent and solution area
- Broad with guardrails for scale, exact and phrase to control quality
- Ad group level signals: audience observation, geo splits, device insights
- Responsive Search Ads that map pains to outcomes
- Ad extensions that add social proof, comparisons, and key pages
- LP copy that explains who the solution is for, expected outcomes, and CTA
- Manual bidding in early phases to stabilize CPL and SQR quality
- Gradual move to smart bidding on proven conversion actions
- Budget partition by intent tier to avoid cannibalization
- Daily search term reviews in ramp weeks, weekly once stable
- Rolling negative lists for competitors, careers, students, tutorials, DIY
- Tight match of ads and LPs to raise quality score and drop CPCs
- Geo dynamic headlines and proof by industry where relevant
- Simple form with 2 to 4 fields, optional scheduler embed
- Social proof blocks and value proof one‑pagers for skimmers
- Meeting disposition and SQL flags back to Google for bid learning
- Close reason reporting to find and remove bad themes fast
- Shared dashboards for marketing and sales to read the same numbers
YouTube and Display are support channels for reach, proof, and remarketing. We deploy them with strict controls so they assist Search and do not dilute intent.
YouTube: build authority and harvest assisted leads
- Audience strategy: custom segments from high intent keywords, competitor domains, visited URLs, curated placements on relevant channels and publishers, remarketing to site and ad engagers
- Creative system: 15 to 30 second skippable in stream for scale, 6 second bumpers for frequency, short in feed clips for thought leadership. Hook in 2 seconds, pain by 5, proof and CTA by 15
- Measurement: engaged view and view through conversions to capture post view value, assisted pipeline in GA4 and CRM
- Guardrails: brand safety exclusions by default, placement allow lists for sensitive niches, frequency caps
Display: efficient air cover plus smart remarketing
- Prospecting with intent: custom segments that mirror high intent searches, competitor URL segments, plus managed placements on industry publishers. Optimized targeting stays off until we have conversion depth
- Remarketing that respects sales cycles: page depth lists, time windows by intent level, creative matched to last page viewed
- Creative system: HTML5 banners and responsive display assets. Value first offers like comparison sheets, ROI one pagers, implementation timelines, and customer stories
- Controls: domain and app category exclusions, frequency caps, geo and device splits, negative audiences for job seekers and students
What You Get
Setup
- High-quality lead strategy tailored to your market and ideal customer profile
- Expert audit of your current Google ad account
- Build or rebuild of campaigns and ad groups (Google Ads focused, with cross-channel learnings if relevant)
- Full conversion tracking setup via Google Tag Manager and GA4
- CRM integration and lead tracking, where your tech stack allows it
- Initial offer and messaging plan for your key services
- 5 new static creatives for the ad platform (copy + design included, up to 2 revisions)
Ongoing Management
- Ongoing monitoring, optimization, and A/B testing of campaigns and ads
- Regular adjustments to bids, budgets, audiences, and keywords to protect cost per lead and lead quality
- Weekly reporting with clear numbers on leads, cost per lead, and key learnings
- Monthly strategy call to review results and decide the next tests
- Continuous creative refresh, 5 new static creatives per ad platform each month (copy + design, up to 2 revisions)
- Support with landing page and funnel suggestions to improve lead quality and conversions
90 Day Pilot Plan
A structured approach to prove value and build momentum
- Discovery, measurement audit, and conversion taxonomy confirmation
- Build account structure and first RSA sets
- Implement EC, call tracking, and CRM mapping
- Ship Landing Page feedback
- Launch Search on highest intent themes
- Add brand with strict negatives and impression share targets
- Launch Display remarketing and 1 to 2 managed placement tests
- Configure engaged-view and view-through reporting for video
- Add competitor and solution searches with guardrails
- Deploy YouTube in stream to custom intent segments and curated placements
- Expand Display to custom intent prospecting once CPL and SQR quality are stable
- Creative refresh for top performing video and banners, tighten placement allow lists
- Full funnel readout: Search vs YouTube vs Display by assisted demos, SQOs, and cost per qualified meeting
- Plan next quarter scale by geo, segment, and intent tier
Reporting and Source of Truth
- Where available, bring CRM outcomes back into Google Ads to improve lead quality
- Clear visibility into which campaigns drive leads, and which ones drive noise
- Assisted analysis for YouTube and Display so non click value is visible
Google Ads Success Stories
See how we've helped companies like yours grow with Google Ads
B2B SaaS
AI Compliance SaaS: 66% More Demos
From a standing start to 10 demo requests per month
Read case study
B2B Services
Digital Forensics: 73% Traffic Growth
From 117k to 203k clicks while trimming $500K
Read case study
E-commerce
Ceramics E-commerce: 400% Revenue
From $68K to $335K monthly sales
Read case study
Trusted by Leading Brands
Frequently Asked Questions
We run all three. Search captures active demand. YouTube builds authority and adds assisted demos through engaged views. Display provides efficient air cover and high quality remarketing. All three are measured to SQL and opportunity, not vanity metrics.
We start with remarketing and curated placements, keep optimized targeting off until we have depth, cap frequency, exclude low quality categories and apps, and use allow lists for sensitive verticals. Performance is judged on assisted demos and SQOs.
We define conversion taxonomy up front, import offline conversions from the CRM, and optimize to qualified meetings or SQOs once data accrues. We filter junk with form validation, phone tracking, and negative themes. Reporting shows lead quality, not just volume.
Yes. We connect to HubSpot, Salesforce, and similar CRMs. We map stages and statuses, push UTMs and gclid, and pull meeting and SQL flags back into Google for smarter bidding. We also share call recordings or transcripts to refine negatives and copy.
We use PMax selectively. It can be effective for remarketing, brand protection, and well defined product like motions. For complex B2B, Search plus YouTube and Display with tight controls usually produce cleaner signals. If we deploy PMax, we isolate budgets and measure cannibalization.
Launch happens in 4 weeks for most pilots. The learning period is the first 4 to 8 weeks. By days 90 to 120 we expect steady CPL and quality with clear next steps for scale. Complex cycles may take longer to show full pipe impact.
We can start with your logo, brand palette, one landing page, and a short SME or founder video we help script. We supply RSA copy, extensions, display banners, and a rapid video kit to keep production simple.
Yes. While this page focuses on B2B, we also manage e‑commerce accounts. Typical stack includes Search, Shopping and PMax, feed hygiene, and creative testing. We have driven ROAS improvements such as moving from 3 to 10 in 2 months on consumer electronics. Ask for the e‑commerce case studies if relevant.
We plan budgets by intent tier and channel so Search is never starved. Commercially we work on a monthly retainer and can start with a 90 day pilot. Exact fees depend on scope and media complexity.
Once we have proven themes on Google, we mirror winners into Microsoft Ads to capture incremental, lower competition demand. Same negatives, same measurement, and shared learnings keep effort low and ROI high.
Google Ads guides
The audit checklist we run on every new account, what Performance Max actually optimises, and the PPC agencies worth comparing.
