Free: 96 PPC tools + my AI Playbook book
Google Ads management for B2B and SaaS companies - qualified-lead tracking, ruthless negative keywords, and landing pages built for buyers who don't purchase on the first click.
B2B Google Ads has a dirty secret: most accounts are optimized to generate form fills, and most form fills are worthless. Students. Job hunters. Your competitors doing research. Google can’t tell the difference unless you teach it - and almost nobody does.
Here is how that plays out. Smart bidding learns from whatever your account calls a conversion. If the conversion is a form fill, Google faithfully rounds up more of whoever converted last week, and if what converted was noise, you get more noise, delivered efficiently. The dashboard says the campaign improved. Your sales team, spending its mornings disqualifying leads, says otherwise.
The long sales cycle makes it worse. Google optimizes in days and your deals close in months, so by the time a lead becomes revenue, the algorithm has long since moved on. Unless someone closes that loop, the account spends forever optimizing toward the first click of a journey that takes twenty.
SaaS teams get a bonus failure mode: category keywords. B2B software clicks are among the most expensive on Google, and the category head term is usually where budgets go to die - the searcher wants a slice of the category your product does not serve, and you pay premium prices to discover that one click at a time.
The full playbook is public - our B2B PPC guide runs 5,000 words on exactly how these campaigns get built. And if you want to know which of these leaks your account has right now, that is the first thing our free audit looks for.
We wire your CRM back into Google Ads so the algorithm learns from the leads that actually became pipeline. Feed it closed deals and it hunts for buyers. Feed it form fills and it hunts for people who like forms.
In practice that means micro and macro conversions fed back into the platform, so Google understands the difference between a newsletter signup, a demo request and a deal that closed. We report the same data back to you, so you see what the spend produced in pipeline terms, not click terms.
Then the defense: negative keyword architecture. B2B accounts bleed through the same holes - job seekers, students, free-tool hunters, people researching your competitors - and each one gets walled off, then re-checked as new search terms appear. Nothing about this is secret: the negative keyword lists we publish for SaaS are the same walls we build for clients on day one.
Competitor reconnaissance runs alongside: which rivals bid on your terms, what their ads promise, and where their offer is weak enough to attack. In a market where a handful of companies contest every keyword, knowing their angle is half of writing yours.
And because a B2B click almost never becomes a deal on the first visit, landing pages get built for the committee buy, not the impulse click: pages that answer the questions a buyer, their boss and their procurement team will each ask. Before we design anything we study what’s already winning: see the 53 B2B software landing pages we tore down, nine winners and the reasons they win.
The first month runs in a fixed order. Audit first, so every decision rests on your data. Tracking second, because optimizing an account that cannot see pipeline is decoration, not management. Then structure: campaigns split by intent and product line, so budget flows to the terms that produce qualified conversations. Bids and budgets get aggressive only once the account can tell a buyer from a browser.
Reporting stays in plain numbers: what was spent, what it produced, and what changes next. No slideware.
Flat monthly management from $2,000. No percentage of ad spend - your budget scaling up should be your win, not our raise.
That matters more in B2B than almost anywhere else, because winning B2B accounts grow their budgets. A percentage deal pays the agency more every time that happens, whether or not the extra spend earned anything. On a flat fee, the only way we keep your account is by making each dollar work harder than it did last month.
Both packages, and the full list of what they include, live on our PPC consulting page. The reviews further down this page are our clients in their own words.
Full Google Ads management: keyword research, negative keywords, ad copywriting and A/B testing, bidding strategy, conversion tracking and competitor reconnaissance.
Everything in Starter, plus social ad platforms, unlimited ad creative design and unlimited landing page design.
There is no honest single number: cost per lead moves with your deal size, your market and how contested your keywords are. A lead that feeds a six-figure contract can justify a cost per lead that would sink a self-serve product, and both can be correct.
The number we manage toward is cost per qualified lead, which is why tracking gets rebuilt before bids get touched. Our free audit will show you what your account currently pays for a lead worth having.
Yes. CRM and ad platform integration is part of the engagement: we feed micro and macro conversions back into Google Ads so the algorithm learns which clicks become qualified pipeline, not just which ones fill in a form.
That feedback loop is the highest-leverage fix in most B2B accounts, and we report the same data back to you for full visibility.
Start with Google Ads. A person searching your category has the problem right now, and capturing demand that already exists is the fastest route to pipeline. LinkedIn creates demand in accounts that are not searching yet: a slower, more expensive game that works best once search is already converting.
We run both. Google Ads is covered on the Starter package, and Advanced adds the social platforms, LinkedIn included.
Your sales cycle sets the floor. If deals take months to close, nobody can prove return in week one, whatever their pitch deck says. What you can judge early is lead volume, lead quality and the cost of each qualified conversation.
Watch those leading indicators first, then judge pipeline as your cycle completes. An agency that promises closed revenue in the first fortnight has never seen a B2B sales cycle.
Doug Haines
You need to get your paid channel working. The results with PPC.io have been amazing and the demand has outstripped what we can deliver.
David Dinsmore
They've helped us consult on PPC efficiency for some of our billion-dollar clients. Next-level strategies.
Kathryn Wiley
Helped scale my travel business to heights I never thought possible. I almost can't handle the number of new leads we're getting.
Arlene McCoy
Helped us massively scale our eCommerce store. Nothing but glowing praise for them - Highly recommended.