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.
Paid search, judged on
what it brings back.
Paid search is a buying decision made a few thousand times a month on your behalf. We run it against cost per acquisition and what the account brings back, not against click volume. Our fee is a fixed line separate from your media budget, the account is in your name, and there is no minimum term.
Results compound. Year after year.
We run paid search for companies across a range of sectors, and the strongest results come from long relationships – the kind that show up in revenue. Paid search gives you usable answers in weeks rather than months, and it works hardest alongside your organic search over time.
What working together looks like
We help companies grow with paid search that captures buying intent and turns it into customers, week after week.
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Free PPC audit
We go through the account by hand: structure, match types, the search terms you actually pay for, wasted spend and tracking. Before we start we know what to do, and in what order.
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The Sunbird sprint
We move straight away. Measurement rebuilt, wasted spend removed, tighter structure, the right bid strategy. We take the account as it is – the first answers arrive during the sprint.
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Growth put into a system
We test, optimise and scale what lowers your cost per acquisition, so campaigns, measurement and organic search hang together and results step up instead of tailing off.
What PPC covers here
Everything that makes paid search lead to customers sits in the same team, whatever your sector and wherever your customers are. Nothing falls between the cracks.
Get your free PPC auditWe 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.
Paid search steered by buying intent: keyword research, match types chosen deliberately, negatives maintained weekly, and ads written to be clicked by the people who actually want to buy.
We set the bid strategy against your goal and optimise continuously, so the media 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 what you pay for becomes customers.
A bid strategy can only learn from what you count. We rebuild conversion tracking natively in the ad platform, server-side and consent-compliant, and push the outcome back from your CRM where the sale closes weeks after the click. You own the account and the data.
A monthly report that leads with acquisitions and what each one costs you, set against what a customer is worth, not with clicks and impressions.
The same buying intent in an auction most UK advertisers never get round to, with LinkedIn profile targeting available on top for B2B.
Paid social. No Meta, no TikTok, no LinkedIn advertising. When people say PPC they sometimes mean all paid media, and we would rather tell you now that our version stops at search.
Find out what your account is actually buying
The first step is an audit from Nils. It takes you 30 minutes and there is nothing to prepare.
Here is what you take away:
- What already works in your paid search, and where the media budget is going to waste
- Which search terms and campaigns have the most potential
- How well your conversion tracking shows what the clicks 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 14 years of experience in paid search. Call, email or book 30 minutes.
Nils Fridlund
PPC campaign types
We use the full breadth of the search networks and choose the campaign type by what lowers your cost per acquisition, not by what is easiest to run.
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Paid search
Text ads at the top of the results when someone is actively searching for what you sell, the closest paid media gets to buying intent.
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Shopping
Product ads with image and price directly in the results. For retailers the feed decides what you are eligible to show for long before any bid does, so we treat the feed as the campaign.
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Performance Max
Powerful, and deliberately hard to see inside. We run it with the controls that do still exist: asset groups split by margin and intent, and exclusions that stop it billing you for traffic you already own.
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Microsoft Ads
The same buying intent in an auction most UK advertisers never get round to, with LinkedIn profile targeting on top for B2B. Smaller volume, and worth having when your category supports it.
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Brand & competitor terms
Brand terms are the clicks you are most likely to overpay for, because you often earn them anyway. We work out what is worth defending, what you already own, and where bidding on a competitor actually pays.
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Remarketing & audiences
For people who showed intent and did not finish. Capped, segmented by how close they got, and switched off when the data says it is charging you for customers who were coming back regardless.
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 around the clock, catch anomalies in spend and cost per acquisition and prepare the decisions, so the specialists spend their time on strategy and the calls that move your growth.
The Sunbird PPC 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 paid search, 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 paid search shows up in growth, not in clicks and impressions.
You see exactly what you pay us and exactly what you pay the platforms. Our fee is a fixed amount, agreed before we start, so it does not move when your spend moves. The media budget sits in your own account and the history is yours, even if you one day choose to leave. We measure in customers and what each one costs you, not in clicks.
And because the results should do the talking, we start with a three-month trial you can end at any point.
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.