Google Ads Consulting – for B2B decision-makers who actually buy
In B2B, Google Ads is not a click-chasing exercise. It is a precisely engineered system that reaches the decision-makers who are ready to buy — and ignores the rest. I help B2B companies build Google Ads campaigns that generate qualified conversations and measurable pipeline value.
Why B2B Google Ads is different from consumer PPC
Most Google Ads agencies optimize for click cost and form-fill rate — metrics that work in e-commerce. In B2B the equation is fundamentally different.
Small but high-value audience
The real target market is often only 200–2,000 decision-makers. One wrong keyword brings hundreds of irrelevant clicks and burns the budget in a week.
Long buying cycles
A 6–18 month sales cycle means Ads can't just be a last-click machine. It has to support every stage: research, comparison, decision.
Hierarchy of search intent
Generic keywords bring traffic, buying keywords bring leads. The entire craft of B2B Ads is separating the two and only funding what converts to pipeline.
High deal value
A single lead is often worth €20,000–€500,000. This changes everything: target CPL, landing page depth and what we measure as success.
Quality-weighted conversions
A form fill is not a conversion — a qualified lead is. We connect Ads to your CRM so the algorithm optimizes for real revenue signals, not vanity form fills.
International markets
Search demand, competition, language regions and local conversion elements — the complexity of B2B Ads multiplies with every new market.
How I build a B2B Google Ads system
The same backbone has worked across 100+ projects in Finland, Spain, the US and Germany. I keep it simple. Every step has been necessary.
1. Business objectives
We always start with the numbers, not the keywords. How many qualified leads does sales need per month, what is the average deal size, what CAC and CPL can the business afford.
2. ICP & search intent
A sharp buyer definition and a map of what this exact decision-maker actually searches for — and what they never search for. This defines the keyword strategy.
3. Campaign architecture
We separate research, comparison and buying intent into distinct campaigns. Each has its own message, its own landing page and its own measurement model.
4. Landing pages
The biggest bottleneck in B2B Ads is rarely the campaign — it is the landing page. We build pages that convince the decision-maker in minutes and convert with the right offer.
5. Conversion measurement
We connect Ads to your CRM (offline conversions, enhanced conversions) so the optimization signal is a qualified lead, opportunity or deal — not a raw form fill.
6. Bidding and budget strategy
Smart Bidding only works when it gets the right signals. We structure the budget so the machine learns from real business value, not micro-conversions.
7. Iteration and scaling
Weekly optimization: kill poor performers, scale budget into proven converters. When one market works, the same model is rolled into the next.
8. Measurement
We measure pipeline value and CAC, not just CPL. Full Ads-to-CRM attribution, monthly iteration, quarterly review with leadership.
What results can you expect?
A well-built B2B Google Ads system typically produces the first qualified leads 2–4 weeks after launch. Measurable pipeline impact follows in 8–12 weeks, once the first Ads-sourced deals have progressed through sales.
Unlike SEO, Google Ads generates leads immediately. Unlike what many people think, it is not a shortcut — a badly built Ads account burns the budget in a week. A well-built one is the fastest way to validate which messages and keywords actually bring customers.
I recommend Google Ads when a company needs leads on a short timeline, wants to test a new market quickly, or needs data to feed an SEO and content strategy. Ads and SEO combined are always stronger than either alone.
Why companies work with me
I am not a generic Google Ads agency. I am a senior B2B consultant who does the work — no hand-off to a junior.
25+ years of international B2B sales and marketing — starting in Madrid in 1999.
100+ projects: SMEs, growth-stage B2B, internationalizing SaaS companies, industrial manufacturers.
Google Ads, SEO and AI visibility together — same team, same strategy, same metric (pipeline).
Business-first thinking: I start with numbers, not keywords.
I don't promise clicks — I promise conversations with the right decision-makers.
One point of contact, no account-manager chain. You get the senior practitioner directly.
Frequently asked questions
Book a strategy call
A 45-minute conversation in which we review your business goals, your current Google Ads situation and the concrete first steps. No pitch, no commitment.