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.
Measure what sells. Then bid on it.
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.
Companies we have worked with
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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Djupdykning – Per kanal
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 analysisBefore 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.
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 articleConversion rate: how to calculate and interpret it to win more leads
A conversion rate of two to five per cent is typical, but the number on its own tells you very little. Here is how to read it properly.
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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.
Common questions about measurement
What we get asked most before starting.
You do not start again. We take over your existing GA4, GTM and tracking, fix what needs fixing and build on what already works. The handover happens without you losing history or data.
We work in your own accounts: GA4, Google Tag Manager (including server-side via Stape), Looker Studio, Google Ads and Microsoft Ads. You do not need to change tools or platforms, we build on what you already have and fill in where something is missing.
Yes. Everything is built in your own accounts, GA4, GTM and your consent solution, which you own outright. You are never locked in with us. If you take the data elsewhere one day, all of it is yours.
Yes. We set the measurement up so it follows the rules that apply to you, UK GDPR or EU GDPR, together with your consent solution (Consent Mode v2 and a CMP), so you measure lawfully and keep as much data as the rules allow.
Vad hade vi kunnat göra för dig?
Första steget är en analys av er marknadsföring. Det tar er 30 minuter och ni behöver inte förbereda någonting.
Det här får ni med er:
- Vad som fungerar idag – och vad vi vill göra mer av
- Var ni tappar pengar – och vad som borde stängas av
- En jämförelse med era konkurrenter
- En konkret plan för vad vi hade gjort om vi tog över
Fokus på att faktiskt uppnå resultat – inte bara att rapportera av och skicka en faktura.Allakando
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