Does Google Ads work for B2B?
Yes, when buyers search for what you sell. People look for suppliers, software, consultants and specialist services on Google every day, often while comparing options.
It works less well when nobody knows to search for your product yet. Then LinkedIn, outbound and content usually do more of the early work, and Google catches people later.
How is Google Ads for B2B different?
The mechanics are the same. The economics aren't.
- Fewer searches: a niche service might see only a handful of relevant searches a day.
- Mixed intent: the same words are searched by buyers, job seekers, students and competitors.
- Longer sales: the deal closes weeks or months after the click, often offline.
- Several people decide: the person who clicks may not be the person who signs.
How do you set up Google Ads for B2B, step by step?
This is the order we work in. It keeps a small budget on the searches that bring buyers.
- List the problems buyers search for, as well as your service names. Buyers often search the problem first.
- Group keywords tightly by theme, and use phrase and exact match for the most precise terms.
- Build a negative list from day one: jobs, careers, salary, course, training, free, template, DIY and consumer versions of your terms.
- Write ads that say who you work with, so the wrong people don't click. Size of business, sector or starting price signals all help.
- Send each ad group to a page that answers that search, with proof and a clear next step.
- Run ads in the hours your buyers work, if your search terms show evenings and weekends bring the wrong people.
- Track form sends and calls as conversions, then send qualified leads and closed deals back from your CRM.
- Read the search terms report every couple of weeks and add negatives.
- After a few months, judge it on qualified leads and pipeline, and move budget to the keywords that bring them.
What should a B2B landing page do?
Qualify as well as convert. Say who you work with, what it involves and how to start, so the right people enquire and the wrong ones don't.
Show proof from similar clients, keep the form short, and offer a call booking for people ready to talk.
How do you track B2B leads properly?
Count the form send or booked call as the first conversion. Then connect your CRM, using the click ID or enhanced conversions for leads, and send back which leads qualified and which became customers.
Without that, bidding treats a student's enquiry the same as a buyer's. With it, the account learns which searches bring revenue.
Should B2B firms use LinkedIn Ads instead?
They do different jobs. Google catches people searching now. LinkedIn reaches people by job title, company and industry before they search.
Many B2B firms run Google for demand that exists and LinkedIn to build it. Our LinkedIn Ads cost guide explains how LinkedIn charges.