Industries / Google Ads for B2B lead generation
Google Ads for B2B lead generation should attract the right commercial prospects, not just clicks. I structure campaigns around business needs, product categories and high-intent searches, then let qualified-lead data guide optimisation.
Rodrigo BetalleluzFull-time Google Ads specialist · 9+ years · Upwork Top Rated Plus
Google Ads for
Run by one full-time Google Ads specialist. Your niche isn’t listed? Write anyway.
March 1–5, 2024, five days
One Performance Max campaign per product line. Conversion value is tracked in Google Ads, not reconciled against sales records.
Tracked conversions are actions recorded in Google Ads (purchases, calls, forms), not confirmed sales. Each figure belongs to the date range shown beside it.
Business buyers search for specific products, specifications, suppliers and solutions, often during working hours and on desktop. I research those commercial searches, separate campaigns by product line and buying need, and exclude the job seekers, students and consumers that waste a B2B budget.
A B2B lead is only useful if sales wants to call it back. I track forms and calls properly and, where your CRM allows it, import offline conversions such as qualified leads and closed deals into Google Ads. Bidding then learns which searches produce business, not just submissions.
Many companies hire a B2B PPC agency and get a junior account manager. With me, the person you meet every week is the person running your campaigns: daily updates, market insights and a Looker Studio report with a short video walkthrough. Microsoft Ads is often worth adding for B2B audiences.
Every ad account is run by Rodrigo.Research high-intent commercial keywords and solution searches.
Structure campaigns around distinct products, services and buying needs.
Exclude irrelevant search terms and reduce wasted spend.
Test ad copy built on business outcomes and differentiators.
Optimise budgets and bidding around reliable conversion signals.
Review landing pages and connect campaign data to CRM outcomes where possible.
By targeting commercial intent and measuring quality. Campaigns focus on product and solution searches, ads qualify the click by naming who the offer is for, and landing pages ask the right questions. Lead quality is reviewed with your team and fed back into the account.
Search-term reviews and negative keywords remove irrelevant traffic, budget moves toward the products and locations that convert, and ads are tested on business outcomes. I watch cost per qualified lead rather than cost per form, because the cheapest leads are often the ones sales never closes.
Yes, alongside commercial equipment, industrial supplies, wholesale and professional services. For trials, demos and pipeline, see Google Ads for SaaS.
It can, when campaigns target the searches decision-makers actually make and tracking reaches beyond the form. For long sales cycles I recommend importing CRM stages into Google Ads, so campaigns are optimised toward opportunities, not just first contact.
Start narrow and high-intent: the products or services with the best margins and the clearest searches. Prove cost per qualified lead there, then expand to adjacent product lines, remarketing and Performance Max where the data supports it.
Get a clear view of what’s working, where budget is being wasted, and which opportunities are worth scaling.
DODI