Google catches the demand you built elsewhere. For B2B it works on searches with buying intent: your category, your competitors and your own brand. Google's reps will push broad match, Performance Max and auto-applied recommendations. Switched on as defaults, they usually make a B2B account worse.
of SaaS CMOs start their software search by googling a category (Wynter 2026, n=101).
still come back to Google to validate before buying (Wynter 2026, n=101).
Each number links to the full case: what we changed and how it was measured.
See the full cases →For teams whose pipeline depends on the searches buyers make right before they sign, or who took over a bloated account that needs rebuilding.
For catching buyers who are already in market, yes, and nothing else comes close. When a buyer types "LinkedIn Ads agency B2B" into Google, you are on a shortlist before the first call. Google fails in B2B when agencies run it like e-commerce, with broad keywords, PMax everywhere and bidding on form fills. Run properly for B2B, it usually needs about €5–15k a month, and it reaches buyers who are already searching for a solution.
We run PMax carefully, and only for clients with a clean product catalogue (rare in B2B SaaS) or a specific plan to expand into new regions. For most B2B accounts, PMax is a black box that spends budget on poor placements. We use Demand Gen selectively. It can work for retargeting and for video early in the funnel, but we don't start with it. Our default is tight search campaigns on exact and phrase match, plus brand defence.
We connect your CRM (HubSpot, Salesforce, Pipedrive) to Google Ads by passing the GCLID through on form fills, then send SQL, opportunity and closed-won events back to Google as they happen. It usually takes 3–5 days, including the CRM field mapping and test conversions. Once it's live, Smart Bidding learns from those stages and stops chasing form fills.
Broad match with Smart Bidding and offline conversions can work, but only on accounts that spend €20k or more a month and have at least 12 months of clean conversion data. Below that, broad match spends your budget on irrelevant searches faster than the algorithm can learn. In most B2B SaaS accounts we see, exact and phrase match on a chosen keyword set with tight negatives beat broad match by a wide margin.
We work with a minimum of €5k a month in ad spend. That covers brand defence, competitor searches and the main high-intent keywords; a full non-brand setup usually needs €5–10k. Above €15k a month, Display retargeting, YouTube pre-roll on intent audiences and bolder testing become worthwhile.
In week 1 we audit, switch off what is clearly broken and fix the tracking. In weeks 2–3 the new campaign structure goes live and the first clean data comes in. By month 2 there is enough conversion data to tune bids and negatives properly, and by month 3 the account runs on real data. If your sales cycle is under 30 days you'll see pipeline in month 2. Longer cycles take longer, and we'll tell you so at the start.