B2B Google Ads Agency
B2B Google Ads Agency Built for Pipeline
Google Ads optimised for long sales cycles, high-value deals, and revenue attribution. We connect ad spend directly to closed deals through CRM integration, target decision-makers instead of form-fillers, and prove ROI to your board with pipeline-based reporting - not just clicks and leads.
Companies we've worked with
Rocketseed: All-Time Google Ads Lead Record in 3 Months
Rocketseed's previous freelancer had drifted the account into a spam-optimisation loop - the bid algorithm was learning from form fills the sales team wouldn't action. We reset conversion tracking upstream with offline conversion uploads from the CRM, then rebuilt campaign architecture and audience layering around qualified-lead value.
Rebuild window
All-time lead volume
Quality reset
Sector
Sound Familiar?
B2B Google Ads Problems We Fix Every Week
If any of these resonate, your Google Ads aren't built for B2B.
Leads But No Pipeline?
Plenty of form fills but sales can't close any of them. You're generating volume, but the quality is terrible. MQLs aren't revenue. You need qualified pipeline, not vanity metrics. Without lead scoring and CRM data flowing back to Google, you're optimising for the wrong KPI.
Sales Cycle Too Long to Track?
B2B deals take weeks or months to close. By the time revenue closes, you've already forgotten which Google Ads campaign or keyword started the conversation. Without CRM integration and offline conversion tracking, you're optimising in the dark.
Competing With Funded Competitors?
VC-backed startups outbid you on every keyword. You can't win on budget alone. You need smarter targeting, sharper positioning, and better decision-maker qualification. Precision beats budget. B2B Google Ads is about strategy, not just spend.
Wrong Decision-Makers Clicking?
Individual contributors, students, and job-seekers filling out forms instead of directors and C-suite. Without audience layering, company size targeting, and qualifying copy, you attract the wrong people. Each click wastes budget.
Google Ads 'Doesn't Work for B2B'?
You tried it once, got consumer leads flooding in, and gave up. Most agencies run B2B Google Ads like B2C. The campaign architecture, keywords, audiences, and copy are completely different. B2B requires a specialist approach.
Can't Prove ROI to the Board?
Monthly reports showing clicks, conversions, and cost-per-lead. But the board asks: What's the pipeline value? What's the cost per closed deal? You need revenue attribution, not vanity metrics. We deliver board-ready reporting.
"Visionary took over our Google Ads after another agency gave up on B2B. Within 3 months, we had 47 qualified opportunities in pipeline - the highest quality leads we'd ever generated. They didn't just increase volume; they increased the right volume. Game-changer."
- Marketing Director, B2B SaaS
"The CRM integration was the breakthrough. For the first time, we could actually see which campaigns were driving closed deals. Turns out, our best-performing campaigns weren't the ones with the most clicks. We killed the noise and scaled the winners."
- VP Marketing, Technology Company
Our Approach
Pipeline Over Leads. Revenue Over Clicks.
What separates B2B-specialist PPC from generic Google Ads management.
Pipeline Attribution
We don't optimise for form fills. We integrate directly with your CRM - HubSpot, Salesforce, Pipedrive, or custom systems - and feed closed-won revenue data back to Google Ads in real-time.
This teaches Google's algorithm to find more people like your actual paying customers, not just anyone filling out a form. Pipeline attribution transforms Google Ads from a lead-gen tool into a revenue tool. Every optimisation is based on closed deals, not initial conversions.
Decision-Maker Targeting
B2B campaigns must reach the right seniority level. We layer multiple audience signals: job title targeting, company size filters, in-market audiences, and firmographic data.
Combined with qualifying ad copy that filters out tire-kickers before they click. The result: fewer clicks from unqualified people, higher-quality pipeline from decision-makers.
Long-Cycle Optimisation
B2B sales cycles are 30 to 180+ days. Standard Google Ads optimisation doesn't work because revenue closes long after the initial click.
We build campaigns that account for this: remarketing to website visitors through RLSA, tracking multi-touch attribution across the customer journey, and optimising based on pipeline stage movement rather than just initial form submission.
ABM-Style Search Campaigns
For high-value target accounts, we build campaigns around specific company needs, industry pain points, and competitor alternatives.
We use account-level targeting strategies within Google Ads - essentially running account-based marketing principles through search. Every impression and every click aligns with your ideal customer profile and revenue goals.
Services
B2B Google Ads Services
Every campaign type, built around pipeline revenue.
Search Campaigns for B2B
Demand capture campaigns targeting high-intent keywords. Keyword strategies around solution types, use cases, competitor alternatives, and problem-aware searches. Structured by buyer journey stage and service/product line.
Demand Generation Campaigns
Beyond search. We use Google's Display Network, YouTube, and Performance Max to reach target accounts before they start searching. Effective for warming up ICP companies and building brand awareness among decision-makers.
Remarketing & RLSA
RLSA layered with remarketing lists. We keep your brand top-of-mind throughout the consideration and negotiation phases of longer B2B sales cycles. Bid adjustments, custom messaging, and sequence-based creative.
CRM-Integrated Attribution
We integrate Google Ads with your CRM to track offline conversions, pipeline value, and closed revenue. You see cost-per-SQL, cost-per-opportunity, cost-per-closed-deal - real KPIs.
Competitor Targeting
Capture demand from competitors' customer bases. Campaigns targeting competitor keywords, competitor product pages, and competitor customer intent. Steal share of voice and qualified pipeline.
LinkedIn-to-Google Retargeting
Target site visitors who came from LinkedIn with Google Ads. Build relationships on LinkedIn, then retarget those high-intent visitors with search, display, and YouTube campaigns. (Note: We run Google Ads, not LinkedIn ads.)
Our Process
Our B2B Google Ads Process
ICP & Pipeline Analysis
We audit your ideal customer profile, current pipeline, sales cycle length, and deal value. We interview sales to understand what makes a 'good' lead vs. a waste of time. This is the foundation of B2B targeting.
Campaign Architecture
We design campaign structure by service/solution/use case, buyer journey stage, and target account list. Each campaign has a specific purpose: top-of-funnel awareness, mid-funnel consideration, bottom-funnel decision-stage.
CRM Integration & Tracking
We integrate Google Ads with your CRM (HubSpot, Salesforce, Pipedrive). We set up offline conversion tracking, custom events, and pipeline stage reporting. Revenue data flows back to Google automatically.
Ad Copy & Landing Page Strategy
We write copy that qualifies decision-makers and disqualifies time-wasters. Landing pages are built for CRM capture, not lead gen volume. We test messaging that resonates with C-suite, directors, and key stakeholders.
Pipeline-Based Optimisation
We monitor pipeline velocity, deal stage progression, and cost-per-closed-deal. We optimise campaigns weekly based on pipeline performance, not just conversion volume. Quality and velocity, not quantity.
Scale Winners, Cut Losers
Once we identify campaigns and keywords driving high-quality pipeline, we scale budget. We aggressively cut underperformers. B2B Google Ads rewards ruthlessness: focus budget on what works.
What's Included
What's Included in Your B2B Google Ads Service
Campaign Management & Strategy
- Search campaigns (keyword research, targeting, bidding)
- Demand generation campaigns (Display, YouTube, Performance Max)
- Remarketing & RLSA (audience layering, creative variation)
- Competitor targeting campaigns
- Bid strategy management (CPC, ROAS, target CPA aligned to pipeline)
- Negative keyword lists (preventing wasted spend on unqualified traffic)
- Budget pacing & allocation by campaign/service line
- A/B testing (headlines, descriptions, landing pages)
- Campaign structure optimisation (quarterly review & redesign)
Attribution & Board-Ready Reporting
- CRM integration (HubSpot, Salesforce, Pipedrive, custom APIs)
- Offline conversion tracking (opportunity created, closed won)
- Pipeline stage tracking (awareness → consideration → decision → won)
- Revenue attribution (cost per SQL, cost per opportunity, cost per closed deal)
- Custom dashboards (real-time pipeline data + ad performance)
- Monthly strategy calls (performance review + optimisation planning)
- Board-ready reporting (revenue metrics, pipeline value, ROI)
- Competitive benchmarking (industry averages for cost per SQL)
- Quarterly strategy sessions (refresh campaigns, update ICP, test new channels)
Pipeline Influenced Across B2B Clients
Average Pipeline-to-Spend Ratio
Average Cost Per SQL Reduction (Year 1)
Long-Term Contracts
"We switched from a generalist B2C agency. Within 6 weeks, Visionary had qualified 23 new opportunities worth £180K in pipeline. The difference is night and day. They speak B2B language."
- Head of Growth, B2B Software
"Our board finally understands our Google Ads spend. We now report cost-per-closed-deal instead of clicks. It's the best decision we made for credibility and budget approval."
- CFO, Professional Services
"The decision-maker targeting has been critical. We stopped wasting budget on individual contributors. Our cost per SQL is down 40% because we're reaching the right people."
- VP Sales, Enterprise Tech
How a B2B Company Built £1.6M Pipeline Through Google Ads
A £65K-£650K industrial equipment manufacturer was burning ad spend on unqualified leads. We rebuilt Google Ads with CRM integration, offline conversion tracking, and decision-maker targeting - creating a predictable, qualified pipeline the board now funds quarterly.
Pipeline Influenced
Cost per SQL
Qualified Opportunities (from 2)
Directly Attributed Revenue
Why Us
Why Choose Visionary Marketing for B2B Google Ads
B2B PPC Specialists
We don't run B2B like B2C. Our entire approach - keywords, audiences, copy, landing pages, optimisation - is built for longer sales cycles, higher deal values, and multiple decision-makers.
Pipeline Attribution
We integrate with your CRM and measure what actually matters: cost per SQL, cost per opportunity, cost per closed deal. Not clicks, not form fills. Revenue.
CRM Integration
HubSpot, Salesforce, Pipedrive - we integrate with all major CRMs. Your ad data lives in your CRM. Your pipeline data flows back to Google for smarter bidding.
No Long-Term Contracts
Month-to-month service with no lock-in. We prove value fast, and you're free to leave anytime. We earn your business every month.
Transparent Reporting
No BS dashboards. Real KPIs. You see every pound spent, where it went, and what revenue it drove. Monthly strategy calls to review performance.
Decision-Maker Targeting
Proprietary targeting layering and audience filters ensure your ads reach C-suite and directors, not underlings. Fewer clicks from the right people beat more clicks from the wrong people.
Long-Cycle Expertise
We're built for 30-180+ day sales cycles. Multi-touch attribution, remarketing sequences, bid adjustments by pipeline stage - we account for the messy reality of B2B buying.
Senior-Led Accounts
Your account is managed by a senior strategist, not a junior coordinator. Direct access to decision-makers on our team. Your strategy matters.
FAQ
Frequently Asked Questions About B2B Google Ads
"Chris is a real master of SEO and PPC. I'll never forget the time he discovered what could have been a catastrophic SEO issue, prior to a new big website launch that would have cost the business £100,000s (that every other so-called SEO expert we'd engaged had missed)."
Related Services
More PPC & Paid Channels
Rocketseed: All-Time Google Ads Lead Record in 3 Months
Rocketseed's previous freelancer had drifted the account into a spam-optimisation loop - the bid algorithm was learning from form fills the sales team wouldn't action. We reset the conversion signal upstream with offline conversion uploads from the CRM, then rebuilt the campaign architecture and audience layering around qualified-lead value.
Three months after the rebuild went live, the programme had broken Rocketseed's internal record for most Google Ads leads ever generated in any 3-month window - and the leads were quality the sales team could action.
Rebuild window
All-time leads
any 3-month period
Lead quality reset
Sector fit
Start Here
Your Revenue. Our Obsession.
Tell us about your business and we'll show you exactly where the opportunities are - no obligation, no sales pitch.
■ Senior specialists only
■ No long-term contracts
■ Free audit included
Last reviewed: by Chris Coussons, Founder.