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.
Analytics you can take
to the board.
Clicks and impressions do not tell you whether you are growing. We rebuild the measurement so a conversion means a real, qualified enquiry, not a form submission, and so your campaigns bid against what actually makes you money.
Reports our clients actually use
We build the reporting around your goals. Here are some of the views you get access to, updated daily.
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Overview – every channel
One view. Every channel. Compare cost per conversion and the trend over time.
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Deep dive – per channel
One page per channel. What is working, what it costs, and where the next optimisation is.
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Attribution
For long sales cycles: which channels contribute to the lead?
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ROI for B2B
See how each channel contributes to actual revenue.
What we fix
Everything from the quality of the data to reporting anyone in the room can read.
Get your free auditBefore we change anything, we find out what is actually being measured today. You get a review of your tracking, your data quality and your consent setup, together with a concrete plan.
The numbers that matter most to the business are brought together in one simple view anyone can read, usually built in Looker Studio.
Conversion tracking in Google Analytics and directly in the paid channels we run, such as Google Ads and Microsoft Ads – for better data quality.
We set up server-side Google Tag Manager via Stape, with first-party data that holds up even as third-party cookies disappear.
We build real business understanding into the data and let your own business system teach the algorithms what a good customer looks like.
We set up Enhanced Conversions to capture more of the conversions you can see. According to Google’s own figures, on average 5% more on Search and up to 17% on YouTube.
What could we do for you?
The first step is a free audit of your search visibility. It takes you 30 minutes and costs nothing.
Here is what you get:
- What is working today – and what we would do more of
- Where you are losing money – and what should be switched off
- A comparison with your competitors
- A concrete plan for what we would do if we took over
A focus on actually achieving results – not just reporting back and sending an invoice.Allakando
You speak directly to Nils
No salespeople. You speak directly to Nils, with 14 years in search. Call, email or book 30 minutes.
Nils Fridlund
The team at Sunbird
No middlemen. The person who builds your measurement is the person you speak to. And because it is one team, the tracking connects to your search campaigns and to your growth targets, so someone owns the whole picture.
What we stand for
Four promises that shape Sunbird – and what it is like to work with us.
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Data you understand
You should be able to trust the numbers and defend them – to yourself, to your leadership team and to the board. No black box.
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Results you can feel
Growth should be felt day to day and show up in revenue – not in clicks and impressions.
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Partnership, not delivery
A relationship that picks up speed over the years. We understand you better every month, and the results build 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.
Insights
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Read the article
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Read the articleGoogle Tag Manager: what it is, why it matters and how to use it
Most people treat Google Tag Manager as a place to paste scripts. Used properly it is the foundation of measurement you can trust.
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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.