Google catches intent you created elsewhere. High-intent category keywords, competitor queries, and branded defense. That's where B2B Google still works, and the playbook Google's own reps keep pushing, broad match, Performance Max, auto-applied recommendations, almost always makes it work less.
of B2B buyers start their software search on Google.
still come back to Google to validate before buying.
higher close-rate on "[vendor] vs" queries than broad category terms.
average CAC across active Google Ads clients.
Your own brand + variations. Lowest CPC on the account, highest conversion rate. Competitors bid on your name, so you outrank them. Cheapest pipeline you'll ever buy.
Bid on your top 3 to 5 competitor names. Pair with a landing page that does a fair, specific comparison, not a hit-piece. Convert the "anyone else?" moment.
The highest-intent keyword class in B2B SaaS. Someone typing "[A] vs [B]" is in a shortlist. Own every variation with dedicated landing pages.
Not "project management software", but "project management software for [industry]" or "open source [category] tool". Long-tail, intent-rich, cheaper than head terms.
"How to do X" phrased as a buying intent. Works when paired with a solution landing page that shows the outcome in the first scroll.
Custom bids for anyone who visited your pricing, comparison, or signup pages. Usually our #2 ROAS line item, right under branded.
For teams whose pipeline depends on winning verification searches, or who inherited a bloated account that needs rebuilding.
For in-market capture, yes — nothing else touches it. When a buyer types "LinkedIn Ads agency B2B" into Google, you're on a shortlist before the first call. Where Google fails for B2B is when agencies try to run it like e-commerce: broad keywords, PMax everywhere, optimise-to-form-fill. Done right for B2B, it's a ~€2–15k/mo channel that closes pipeline faster than any other paid channel.
We run PMax carefully, and only for clients with a clean product catalogue (rare in B2B SaaS) or a specific geo expansion motion. For most B2B accounts, PMax is a black box that burns budget on junk placements. Demand Gen we use selectively — it can work for retargeting and top-of-funnel video, but we don't lead with it. Our default is tight search campaigns on exact/phrase match, brand defence, and conversion-optimised retargeting on Display.
We wire your CRM (HubSpot, Salesforce, Pipedrive) to Google Ads via GCLID passthrough on form fills, then push SQL/Opportunity/Closed-Won events back to Google on a rolling basis. Usually takes 3–5 days including CRM field mapping and test conversions. Once it's live, Smart Bidding actually has useful signal instead of optimising to the form-fill noise floor.
Broad match plus Smart Bidding plus offline conversions can work, but only on accounts spending €20k+/month with 12+ months of clean conversion data. Under that, broad match spends your budget on irrelevant queries faster than the algorithm can learn. For most B2B SaaS accounts we see, exact + phrase on a curated keyword set, with tight negatives, outperforms broad by a wide margin. We'll show you the query report on the audit call.
€2k/month for brand defence and a narrow high-intent keyword set. €5–10k/month for a full non-brand capture motion. Above €15k/month you start unlocking Display retargeting, YouTube pre-roll on intent audiences, and more aggressive experimentation. Under €2k we'd usually tell you to put the money into LinkedIn or outbound instead.
Week 1: audit, kill what's obviously broken, fix tracking. Week 2–3: new campaign structure live, first clean data starts flowing. Month 2: enough conversion data to tune bids and negatives meaningfully. Month 3: the account is running on signal, not guesses. If your sales cycle is under 30 days you'll see pipeline impact in month 2; longer cycles take longer, and we'll tell you that upfront.