Google Ads for B2B: how to build campaigns that generate qualified leads
Google Ads for B2B is won or lost in your CRM, not in the ad account. Here is how to build campaigns that bring qualified leads.
Clicks are easy. Customers are the job.
We manage Google Ads against what happens after the click: conversions, what each one costs you, and what the account returns. Our fee is separate from your ad budget, the account stays in your name, and the agreement is rolling monthly.
Companies we work with
Results compound. Year after year.
We run Google Ads for companies across a range of sectors, and the strongest results come from long relationships – the kind that show up in revenue. Google Ads works quickly, and it works hardest alongside your organic search over time.
Growth does not come from more clicks
Growth in Google Ads is not about more clicks. It is about how quickly you act on what sells profitably. That is what our Google Ads specialists do, supported by 30 systems we built in-house that watch the accounts and prepare the decisions around the clock, so their time goes on the calls that grow your revenue.
32,400
* Automated actions in our clients' accounts, at the current annual rate
What working together looks like
We help companies grow with advertising on Google that captures buying intent and turns it into customers, week after week.
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Account and measurement audit
We go through the account, campaigns, keywords, tracking and history by hand. You see what the advertising has produced so far, where money is leaking and what should be switched off. Before we start, we know what we want to do and in what order.
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The Sunbird sprint
We move straight away. Tighter campaign structure, the right bidding strategy and tracking that captures your real conversions. You do not need to tidy anything up first, we take the account as it is, and the first results should show during the sprint.
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Growth put into a system
We test, optimise and scale what drives sales, and build a system where the ads, the measurement and your organic search hang together, so results step up instead of tailing off.
Google Ads services
Everything that makes the advertising lead to customers sits in the same team, whatever your sector and wherever your customers are. Nothing falls between the cracks.
Get your free analysisWe build the account structure and the plan around your goals, your audience and where your customers are in the buying journey, so every campaign has a clear purpose.
Search advertising steered by buying intent: keyword research and ads that speak to the right person, written to be clicked by the people who actually want to buy.
We set the bidding strategy against your goal and optimise continuously, so the budget moves towards what brings in customers and away from what does not.
Traffic is not enough, the page has to convert the visitor. We optimise the landing pages and journeys your ads point to, so more of the clicks become customers.
Conversion tracking that holds up: server-side, consent-compliant and connected straight into Google Ads. Decisions rest on numbers you can trust, and you own the account and the data.
A monthly report that ends in revenue, leads and sales, not in clicks and impressions, and that you can act on.
Search advertising on Microsoft Bing, a channel with often lower competition and traffic that is ready to buy.
Google Ads is one part of a joined-up search strategy, run alongside SEO, AI search and Microsoft Ads, and measured against what it does for the business.
Google Ads campaign types
We use the full breadth of Google and choose the campaign type by what drives your sales, not by what is easiest to run.
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Search
Text ads at the top of Google when someone is actively searching for what you sell, the closest you get to buying intent in Google Ads.
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Google Shopping
Product ads with image and price directly in the results. For e-commerce the feed is the campaign, so we work on the feed first.
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Performance Max
Powerful and opaque in equal measure. We run it with the controls that still exist: asset groups built by margin and intent, and exclusions that stop it eating traffic you already own.
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Display
Banners that build awareness and keep you front of mind across sites and apps in Google's Display Network.
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YouTube advertising
Video ads that reach your audience on YouTube, for the awareness that later turns into searches and orders.
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Remarketing
For people who already showed intent and did not finish. Capped, segmented by how close they got, and switched off when it stops paying.
Scalable AI. Human precision.
Senior specialists alongside 30 systems we built in-house mean you grow faster, in exactly the right direction. The systems watch the accounts, catch anomalies and prepare the decisions around the clock, so the specialists spend their time on strategy and the calls that move your growth.
RESULTS YOU CAN FEEL
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+370%
Organisk trafik efter lansering
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+298%
Organisk trafik · mot föregående år
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+223%
Fler leads · mot föregående år
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+147%
Besökare efter lansering
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+135%
Fler telefonkontakter
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+114%
Fler konverteringar · samma budget
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+100%
Fler förfrågningar efter lansering
The Sunbird Google Ads team
Senior specialists, the same people over time, and you speak to the person who actually does the work. Nils is operationally responsible for your advertising, and the team is reinforced by analysts and technical specialists when the account needs them.
Our philosophy
Four promises that shape Sunbird, and what it is like to work with us.
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Data you can follow
You should be able to trust the numbers and defend them, to yourself, your leadership and your board. No black box.
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Results you can feel
Growth should be felt day to day and seen in your revenue, not in clicks and impressions.
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Partnership, not delivery
We build an environment for growing and accelerating. Where we understand you better every day and the results step up instead of tailing off.
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We want more
Because we cannot help ourselves. And because we only win when you do. Our job is to stay at the front, so you never have to wonder whether your agency is keeping up.
Good Google Ads shows up in growth, not in clicks and impressions.
You see exactly what you pay us and exactly what you pay Google. The ad spend sits in your own account and the history is yours, even if you one day choose to leave. We measure in customers and revenue, not in clicks.
And because the results should do the talking, there is no lock-in.
Insights
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Read the article
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Read the article
Demand generation: how to build demand before the buyer is ready
Only about 5% of your market is ready to buy right now. Demand generation is how you reach the other 95% before they start searching.
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Read the articleGoogle Ads Offline Conversions: How to Improve Lead Quality
On average 57 per cent of a lead budget goes to leads that never become customers. Offline conversions fix that at the source.
Common questions about Google Ads
Short answers to what we are asked most, and to what you should ask any Google Ads agency.
It runs your advertising on Google (formerly AdWords) so it leads to customers, not just clicks. In practice: strategy, campaigns, keywords, bidding, conversion tracking, optimisation and follow-up, gathered into one ongoing process.
You pay a fee for our work, entirely separate from the ad budget you pay to Google. The ad spend is paid per click directly to Google, where the price is set in an auction, and it sits in your own account. Our work does not get more expensive because your budget grows. The level depends on your ambition and your competition, and the analysis gives you a plan and a price before you decide. No hidden fees.
The ads can start delivering the same day they go live. Profitable advertising takes a few weeks of data and optimisation, so expect clear answers within the first quarter, often sooner. We never promise an exact return in advance.
Yes, you always own your own Google Ads account. The campaigns are built in your account, you have full access, and if you ever want to move you take everything with you: campaigns, keyword history and optimisation log. We never ask for your card details either.
In conversions, what each customer costs you, in sales and in what your ad investment returns, not in clicks and impressions. For B2B we look at lead quality, not just volume, because one right lead is worth more than many that never become customers.
No lock-in. The agreement is a rolling monthly one. We rely on what the advertising produces, not on a contract, and you stay for as long as we are the right choice for you.
Find out what your account is really doing
The first step is an analysis from Nils. It takes you 30 minutes and there is nothing to prepare.
Here is what you take away:
- What already works in your advertising, and where you are losing money for no reason
- Which keywords and campaigns have the most potential
- How well your measurement shows what the ads actually produce in customers
- A concrete plan for what we would do first, and in what order
“We have previously tried several different partners for help with Google Ads … Since we started working with Sunbird, however, it has been a completely different experience.”Smekano
You speak directly to Nils
No salespeople. You speak directly to Nils, with nearly 15 years of experience in Google Ads. Call, email or book 30 minutes.
Nils Fridlund