A studio service
B2B paid search that optimises to the deal, not the form.
A B2B lead on Google costs around $500 and takes three months to become revenue. Most agencies optimise to the form fill because that is what the platform can see, and the sales team inherits a pipeline of students, job seekers and competitors' interns. We build the account so it can see what you see: qualified, opportunity, closed, imported back into Google and Microsoft through the API, and bid on that.
N° 01Why B2B is different
The form is not the conversion. The pipeline stage is.
Across 150-plus B2B advertisers measured in 2026, Google search cost about $524 per lead, and a large share of those leads never became an opportunity. Bidding to the form teaches the platform to find more of whoever fills forms, which is not the same as whoever buys.
We wire the CRM to the ad accounts: every lead carries its click ID, and when sales marks it qualified, an opportunity, or closed-won, that status is uploaded as an offline conversion with a value. Within a quarter the account is bidding toward revenue. It is the single biggest lever in B2B search and the one most accounts never pull.
01
Intent-level ad groups
'Software' searches, 'pricing' searches, 'vs competitor' searches, 'for [industry]' searches are different buyers at different stages. Each gets its own ad group, copy, and page.
02
The B2B negative list
Jobs, salary, careers, intern, course, certification, tutorial, free, open source, template, definition. Mined weekly through the API, because job seekers never stop searching.
03
Offline-conversion import
Qualified, opportunity, closed-won uploaded from the CRM with values, on both networks. Smart bidding then has something real to learn from.
04
Microsoft for B2B
Bing runs on the corporate desktop by default, and Copilot answers now carry search ads. For B2B the Microsoft share is higher than the headline numbers suggest, and the clicks are cheaper.
05
Competitor and category terms
Bidding on competitor names and category terms as separate campaigns with their own budgets, so the expensive experiments never eat the proven ones.
06
Reporting in pipeline terms
Cost per qualified lead, cost per opportunity, pipeline value per campaign, in a Looker Studio report fed from the API and the CRM. Not clicks.
Investment
Clear scope. Clear price.
Flat management fees, quoted against account size — never a share of spend. Media is billed by the platform to your own card, so the number you see is the whole number.
B2B setup
from $1,800one-off
Tracking, CRM link, intent-level structure, first campaigns on both networks.
- Conversion & click-ID tracking
- CRM → offline-conversion pipeline
- Intent-level keyword research & negatives
- Campaign build via API, both networks
- First two ad variants per ad group
- Landing-page review
- Networks
- Google + Microsoft Search
- Product lines / segments
- up to 3
- Ad groups built
- up to 60
- CRM
- HubSpot, Salesforce, or a CSV export
- Delivery
- 15 business days
Not included
- Ad spend (billed by the platform to your card)
- Ongoing management (see the monthly plan)
- CRM configuration beyond the export we need
- Landing pages or website changes (quoted separately)
- LinkedIn, Meta, or display campaigns
B2B management
from $1,900/mo
Ongoing management optimising to pipeline stages, on both networks.
- Weekly search-term & negative mining
- Monthly offline-conversion upload
- Scheduled ad-copy tests
- Bid & budget management by segment
- Monthly pipeline report + 45-min call
- Ad spend billed direct to you
- Networks
- Google + Microsoft Search
- Product lines / segments
- up to 3 (then +$400/mo each)
- Ad groups managed
- up to 100
- Offline uploads
- monthly (weekly on request, +$200/mo)
- Structure changes
- 4 hours / month included
- Reporting
- monthly report + 45-min call
- Response time
- 2 business days; pauses same day
Not included
- Ad spend (billed by the platform to your card)
- LinkedIn, Meta, or display campaigns
- Landing pages or website changes (quoted separately)
- Sales follow-up, SDR work, or CRM hygiene
- Content, webinars, or lead magnets
- Any guaranteed lead, MQL, or pipeline number
B2B multi-market
from $3,200/mo
Several products or several countries under one account structure.
- Everything in management
- Per-market campaigns & budgets
- Weekly offline-conversion upload
- Competitor & category campaigns
- Quarterly structure review
- Ad spend billed direct to you
- Networks
- Google + Microsoft Search
- Product lines / markets
- up to 8 (then +$400/mo each)
- Ad groups managed
- up to 250
- Languages
- English + German (others quoted)
- Structure changes
- 8 hours / month included
- Reporting
- monthly report + 60-min call, quarterly review
- Response time
- 1 business day; pauses same day
Not included
- Ad spend (billed by the platform to your card)
- LinkedIn, Meta, or display campaigns
- Landing pages or website changes (quoted separately)
- Translation beyond ad copy
- Sales follow-up or CRM hygiene
- Any guaranteed lead, MQL, or pipeline number
Fees are flat and scoped to segments and ad groups, not a share of spend. Typical B2B search budgets run $5,000–$25,000 a month; we tell you what your category costs before you commit.
How every package works
- One package covers one business and one ad account per network. A second brand or a second account is a second package.
- Ad spend is never inside the fee. Google and Microsoft bill your card directly; you can see it in your own billing at any time.
- The caps on each card are the scope. Going past a cap (more segments, markets, ad groups, hours) is priced on the card or quoted before we do it; it is never silently absorbed.
- Offline-conversion import needs a CRM export with the click ID we install; without it the account optimises to form fills and we say so in the report.
- Structure-change hours cover requests you send us. Routine optimisation on our own cadence does not count against them.
- Response time is for replies and pauses. New builds run on the delivery times shown.
- Month-to-month, 30 days' written notice either way. No setup fee is refunded once the build is delivered.
- You own the account, the data, and everything we build in it. We hold manager access and remove it on the last day.
- We do not do sales follow-up, SDR outreach, content, webinars, or LinkedIn ads.
- Nothing here guarantees a number of leads, MQLs, or pipeline. What we guarantee is the work on the card, on the schedule on the card.
- Anything not written on the card is not in the package. If you are unsure whether something is included, ask before you buy; the answer is the same afterwards.
Questions
The answers we give most often.
- Why not LinkedIn?
- Often you should run both. LinkedIn is where you choose the audience; search is where the audience chooses you, and a 'pricing' or 'vs' search is the highest-intent signal in B2B. This line is search only; if your buyers are not searching yet, we will tell you and point you to LinkedIn.
- How does the offline-conversion import work?
- Every form submission stores the Google and Microsoft click IDs in a hidden field that lands in your CRM. When a lead is marked qualified, opportunity, or closed-won, we export those rows with the click ID, the stage, the date, and a value, and upload them to both platforms. The bidding then learns which searches produce revenue.
- Our sales cycle is six months. Does that break it?
- No, it delays it. Conversions can be uploaded up to 90 days after the click on Google, so we use the earliest stage that predicts revenue, usually 'qualified' or 'opportunity', as the primary signal and closed-won as the value check.
- Do you write the landing pages?
- We review them and tell you what the click needs to see. Building them is quoted separately, and it is often the first thing we recommend, because a $10 click landing on a homepage is where most B2B budgets leak.
Next step
Get an account that bids on pipeline, not forms.
Send us your site, your CRM, and roughly what you spend. We'll reply within two business days with the segments we'd build, what the import would take, and a flat quote.