How a B2B Google Ads programme should be built when the buying cycle is long, volumes are low and pipeline — not clicks — is the metric that counts.
In B2B, the conversion Google sees and the outcome the business cares about are weeks apart. A demo request is not revenue; an MQL is not an SQL. When the account optimises to raw form fills, Smart Bidding reliably finds the cheapest, least qualified people who will fill in a form.
The fix is unglamorous: feed the qualification stage back into the platform, then let bidding chase that instead.
A B2B search account should separate high-intent commercial terms from research terms, and fund them differently. Commercial terms carry the pipeline target. Research terms feed remarketing and demand capture later.
| Layer | Share of budget | Primary KPI |
|---|---|---|
| Brand defence | 5–10% | Impression share |
| High-intent commercial search | 50–60% | Cost per SQL |
| Competitor & alternatives | 10–15% | Cost per SQL |
| Problem/research terms | 15–20% | Cost per qualified lead |
| Remarketing & Demand Gen | 10–15% | Pipeline influenced |
Split is rebalanced monthly against pipeline data, not click data.
Cost per click and cost per lead are diagnostics, not goals. The reporting a board can act on runs from spend to pipeline to closed revenue, with a stated lag assumption.
Search captures existing demand. In most B2B categories that demand is smaller than the addressable market, so the account plateaus once you own the commercial terms. Pairing search with paid social for demand creation, then retargeting engaged accounts back into search, is what moves the ceiling.
Lead generation management starts at €539 per month per platform plus 8% of ad spend above €900. Setup is a one-time fee from €250 per social platform (€450 for Google Ads) depending on CRM integration and tracking complexity. Ad spend goes directly to Google.
Vibe Digital's lead generation tier starts at €539 per month per platform plus 8% of ad spend above €900, with a one-time setup fee from €250 per social platform (€450 for Google Ads). Ad spend is paid directly to Google and is not part of the fee.
It depends entirely on deal size and win rate. A useful rule: your target cost per SQL should be under 10–15% of average gross profit per closed deal. That is why we optimise to cost per SQL from CRM data rather than to cost per form fill.
First qualified leads typically arrive within 2–4 weeks. Because B2B sales cycles run 1–6 months, reliable cost-per-opportunity data appears in month three or four — which is why our loop is measured over 16 weeks.
Yes. We set up offline conversion imports from HubSpot, Salesforce, Pipedrive or a webhook from your own system so Google bids toward qualified pipeline instead of raw form submissions.
Only once conversion data reflects qualified pipeline and negative lists are mature. Started early, both spend budget on irrelevant traffic. We begin with exact and phrase match on a tight commercial core and expand deliberately.
We audit your search terms, conversion setup and CRM feedback loop, then show where pipeline is leaking — before you commit to anything.
One offer, no pressure
Meta, Google or TikTok — a senior specialist reviews your account and sends a concrete growth plan within 48–72 hours of access. No obligation, no lock-in.