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.
A PPC agency judged on
what your ads bring in.
We specialise in search and nothing else, with 14 years in the field. A senior specialist runs your paid search on Google and Bing, basing every decision on cost per acquisition and return. Our fee is fixed and separate from your media budget, and the account is yours from day one.
Results that build year on year.
As a PPC agency, 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 our PPC management covers
Everything it takes to turn paid search into sales sits with one team, whatever your sector and wherever your customers are. Nothing slips through the net.
Get your free search 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.
Built around buying intent: keyword research, match types chosen deliberately, negative keywords updated weekly, and ads written to win the click from people who are ready to buy.
We match the bid strategy to your goal and keep refining it, so the media budget moves towards what brings in customers and away from what doesn’t.
A click only pays off if the page does its job. We optimise the landing pages your ads point to, and the steps that follow, 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 in plain English that opens with your conversions and what each one costs, set against what a customer is worth to you.
The same buying intent on Bing, with LinkedIn profile targeting on top for B2B.
Paid social. No Meta, no TikTok, no LinkedIn advertising. People sometimes use PPC to mean all paid media, so we’d rather say it now: ours stops at search. If someone else runs your social, we’ll work alongside them.
Find out what your PPC spend is buying
It starts with a free search audit. We look at your search before we talk, and our founder takes you through what we find in 30 minutes. Nothing to prepare, no obligation.
You'll come away with:
- What's already working in your paid search, and where budget is being wasted
- Which search terms and campaigns have the most potential
- How well your conversion tracking shows which clicks turn into customers
- A clear plan for what we'd do first, and in what order
“We had tried several different partners for help with Google Ads before … Since we started working with Sunbird, it has been a completely different experience.”Smekano
Speak to our founder
No sales team. Your first conversation is with our founder, who has worked in paid search for 14 years. Email or book 30 minutes.
Nils Fridlund
PPC campaign types
We use the full breadth of the search networks and choose each campaign type by what lowers your cost per acquisition, not by what’s easiest to run.
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Paid search
Text ads at the top of the results when someone is searching for what you sell – as close to buying intent as advertising gets.
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Shopping
Product ads with an image and price, right in the search results. For retailers, the feed decides what you're 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 (Bing)
Microsoft Ads (Bing) reaches the same kind of buyer, and B2B campaigns can target by LinkedIn profile. Smaller volume, and worth having when your category supports it.
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Brand & competitor terms
Brand terms are the clicks you're most likely to overpay for, because you'd often get them anyway. We work out what's worth defending, what you already own, and where bidding on a competitor's name pays off.
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Remarketing & audiences
For people who showed intent but didn't finish. Capped, segmented by how close they got, and switched off when the data shows it's charging you for customers who'd have come back anyway.
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 search audit
Before we talk, we go through your paid search account: structure, match types, the search terms you end up paying for, wasted spend and tracking. In 30 minutes, our founder takes you through what we found and what we'd do first.
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The Sunbird sprint
We start straight away: measurement rebuilt, wasted spend cut, a tighter structure and the right bid strategy. We work with the account as it stands, and the first answers come in during the sprint.
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A repeatable way to grow
We test, optimise and scale what lowers your cost per acquisition, so campaigns, measurement and organic search hang together and the results keep building.
Senior judgement, at scale.
A senior search team, backed by 30 systems we’ve built in-house. The systems watch your accounts around the clock, flag anything unusual in spend or cost per acquisition and prepare the groundwork, so our specialists spend their time on strategy and the decisions that move your numbers.
Your PPC team
A named senior specialist runs your account and is your contact – the same person over time, with no account managers in between. Analysts and technical specialists step in when the account needs them.
What you can expect
Four promises we make to every client.
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Data you understand
You should be able to trust the numbers and justify them – to yourselves, your management team and your board. No black box.
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Results you can feel
Growth should be something you notice day to day and see in your revenue – not in clicks and impressions.
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A partnership, not a transaction
A relationship that gathers pace over the years. We understand you better every day, and the results build rather than tail off.
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Hungry for more
Because we can't help it, and because we only win when you do. Our job is to stay ahead, 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 articleDemand 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 for Black Friday: how to protect your sales and ROAS
Unnecessary changes to your Google Ads account during Black Friday week can cost you sales. Here is what makes a difference, and what to leave alone.