Engine · Layer 02 · Paid acquisition

Paid search built for B2B. Not e-commerce.

Google Partner-certified team. Built for high-CPC keywords, multi-stakeholder buying committees, and long sales cycles.

Most Google Ads agencies are e-commerce shops doing B2B on the side. The playbooks don't transfer. B2B has higher CPCs, lower volume, longer attribution windows, and stakeholder buying committees. We've spent 9 years learning what works on B2B accounts specifically. Spoiler: it's not "broad match plus AI bidding."

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Why most Google Ads agencies fail at B2B

The e-commerce playbook breaks at high-CPC B2B.

B2B Google Ads is a different game with different rules. Side-by-side, here's how the typical e-commerce playbook compares to what actually works for B2B businesses with five-figure to six-figure order sizes.

E-commerce playbook (most agencies)

What breaks on B2B accounts

  • Broad match plus AI bidding. Burns budget on irrelevant queries in a low-volume B2B keyword space.
  • ROAS optimization. Useless when the actual conversion is a sales call 90 days later.
  • 50-conversion learning threshold. B2B accounts often produce 5–20 conversions per month. AI bidding never exits learning.
  • Catalog-style landing pages. Buyers in research mode bounce off product grids.
  • Daily-window conversion tracking. Misses the actual deal closures happening on day 60 to 120.
What works on B2B accounts

The B2B-specific playbook

  • Phrase and exact match with manual review. Stop wasting budget on broad queries until volume justifies it.
  • Pipeline-LTV bidding. Optimize toward sales-qualified leads, not form fills.
  • Manual bidding until 30+ conv/month. Smart Bidding needs volume to work. Run manual until you have it.
  • Closed-funnel landing pages. One offer, one CTA, one decision per page. No browsing.
  • 90-day attribution windows. B2B sales cycles are quarterly, not daily.
What we deliver

Every account, every month, the same standards.

No two B2B accounts look alike, but the operational standards are consistent. Below are the deliverables we hold ourselves to on every Google Ads engagement.

01

Account architecture design

Campaign / ad group / keyword structure built for your specific buyer journey. The structure decides what AI bidding can optimize toward.

02

Closed-funnel landing pages

Single-offer, single-CTA pages built per campaign. Custom-designed by our in-house team. Conversion rate is what scales budget. Not impressions.

03

High-intent keyword research

"Manufacturer," "supplier," "factory," "wholesale," "RFQ" modifiers. The buyer-intent keyword spine your competitors are also fighting for, plus the long-tail they're not.

04

Conversion tracking + CAPI

Server-side Conversions API integration so your conversions survive iOS privacy changes. Without server-side, half your conversion data is broken.

05

Negative keyword maintenance

Weekly search-term review. Negative-keyword libraries that prune e-commerce/consumer queries from B2B campaigns. The unsexy work that wastes the least budget.

06

Audience layer building

Customer match, lookalike, first-party data integration. The audience signals that make Smart Bidding actually smart on low-conversion accounts.

07

Bid strategy + budget pacing

Manual bidding through learning phase. Smart Bidding once volume justifies it. Pacing budget across the month, not blowing it in week 1.

08

Weekly performance reports

Not "impressions up." Spend, qualified leads, cost per qualified lead, pipeline contribution. The numbers your CFO actually wants to see.

The process

Four phases. Faster traction than SEO.

Unlike SEO, Google Ads produces measurable traction in weeks, not months. That makes it a strong validation channel before committing to a 12-month SEO push.

Phase 01
Account audit + structure design
If you have an existing account, full audit. Wasted spend identification, structure rebuild design, baseline metrics. If new, full account architecture from scratch.
2–3 weeks
Phase 02
Launch with closed funnel
Landing pages designed and shipped. Tracking + CAPI verified. Campaigns launched with manual bidding. First qualified leads typically arrive in week 2–4.
4–6 weeks
Phase 03
Ongoing optimization
Weekly search-term review, landing page iteration, negative keyword expansion, audience refinement. Bid strategy migration to Smart Bidding when volume justifies it.
Ongoing
Phase 04
Scale + expansion
Once cost-per-qualified-lead is stable, expand into adjacent campaigns, new keyword themes, multi-language, multi-region. Scale on proven economics. Not on hope.
Month 3+
Honest disclosures

What we won't do, even if you ask.

× What we don't do
  • Run B2B accounts using the e-commerce playbook. Different game, different rules.
  • Hand B2B accounts to AI bidding before there's enough conversion volume to train on.
  • Report on "impressions" and "clicks" when your CFO is asking about pipeline.
  • Drive paid traffic to your existing site if conversion logic is broken. Paid traffic into a broken site is paying to amplify a leak.
  • Promise specific CPL numbers in the first month. We need baseline data first. Anyone who promises a CPL number sight-unseen is selling fiction.
  • Take accounts under $10K/month. The math doesn't work. We'd ship lower-quality service or lose money. Neither serves you.
Next step

Audit first. Spend after.

If you have an existing Google Ads account, the audit is free. We tell you where budget is leaking and what a B2B-specific rebuild would look like. If you're starting fresh, the research call covers your competitive keyword landscape and CPL economics.

Book a research call Request a free Ads audit