B2B Google Ads agency
The B2B PPC agency that pays for buyers, not browsers
As a B2B PPC agency, we run Google Ads and Microsoft Ads campaigns that put you in front of decision-makers the moment they search, measured on qualified leads and pipeline rather than clicks.
Why B2B PPC wastes money
Plenty of clicks. Very few buyers.
The problem
Campaigns built for consumer search
Most PPC accounts are set up the way consumer accounts are: broad keywords, one generic landing page and a conversion goal that counts every form fill. In B2B, that attracts the wrong people.
Why it costs you
Your budget funds job seekers and students
Search for your service and you'll often find people looking for jobs, training courses, free templates or a consumer version of what you sell. Every one of those clicks costs money. Your dashboard shows conversions, but your sales team can't find a single qualified lead among them.
How we fix it
Campaigns tied to what happens after the click
We structure campaigns around high-value B2B keywords, exclude the searches that never buy, send traffic to pages built for decision-makers, and feed lead quality from your CRM back into the platforms. Budget moves towards what produces pipeline.
What we do
B2B PPC, done properly
Google Ads for B2B
Search campaigns for the high-intent terms your buyers use, supported by remarketing where it helps keep you in front of buyers through a long sales cycle.
Microsoft Ads
Bing reaches many buyers using work devices, and Microsoft Ads lets you layer LinkedIn profile targeting by company, industry and job function onto search. That is a real advantage in B2B.
Campaigns built around high-value keywords
Tight account structure by service, sector and buyer stage, so budget goes where the commercial value is and every search term is easy to judge.
Landing pages for decision-makers
Pages that match the search, answer the questions a buying committee asks and make the next step clear. Not your homepage, and not a generic contact form.
Conversion tracking tied to leads and CRM data
We track real enquiries and, where your CRM allows, import offline conversions so the platforms learn which clicks became qualified leads and opportunities.
Ongoing bid, budget and negative keyword management
Weekly search term reviews, negative keyword lists and budget shifts that protect spend from job seekers, students and consumer searches.
Why B2B PPC needs a different approach
Typical PPC account
- Broad keywords chasing volume
- Traffic sent to the homepage
- Every form fill counted as a conversion
- Automated bidding optimising for cheap leads
- Search terms reviewed occasionally, if at all
- Reports on clicks, CTR and cost per click
With Telos B2B
- High-value B2B keywords by service and buyer stage
- Landing pages written for decision-makers
- Conversions tied to real leads and CRM outcomes
- Bidding guided by lead quality through offline conversion imports
- Regular negative keyword work to protect budget
- Reports on enquiries, qualified leads and pipeline
Why it matters for B2B
Paid search catches buyers at the moment of intent
With PPC you pay only for clicks from people actively looking. When someone searches for a specific service, an integration or a supplier in their sector, they are often much further along than a casual reader.
The catch is that B2B search volumes are small and clicks can be expensive. A few irrelevant searches a day can quietly swallow a meaningful share of budget. That is why we put so much effort into keyword selection, negatives and tracking that tells the platform what a good lead looks like.
PPC also works well alongside SEO. It captures demand on high-value terms while organic visibility builds, and the search term data shows which phrases bring qualified buyers.
Searches we usually keep out
- Jobs, careers, salaries and apprenticeships
- Courses, training and qualifications
- Free, templates and DIY
- Consumer and home-user versions of your product
- Competitor support and login searches
How we run your PPC
01
Learn
We learn your services, buyers, deal values and sales process, and audit any existing account, tracking and landing pages before we spend a pound.
02
Plan
A written plan covering platforms, keywords, account structure, landing pages, tracking and budget split, each linked to a lead or pipeline goal.
03
Deliver
Our in-house specialists build and run the campaigns, write the ads, set up conversion tracking and manage bids, budgets and negatives every week.
04
Measure
Reporting on enquiries, qualified leads, cost per qualified lead and pipeline, with clear actions on where budget should move next.
Related services
PPC works harder alongside
B2B paid social
Reach the buying committee on LinkedIn before they search, then capture them with PPC when they do.
B2B SEO
Build organic visibility on the terms PPC proves are valuable, and reduce reliance on paid clicks over time.
AI Overviews optimisation
Make sure you're cited in the AI answers that now sit alongside paid and organic results.
Frequently asked questions
Do we need a minimum ad budget?
There is no fixed minimum, but budget needs to match the size of your market and the cost of clicks in it. In some B2B sectors clicks are expensive and volumes are small, so we will tell you honestly whether PPC makes sense at your budget before you commit.
How long until PPC produces results?
Campaigns start receiving clicks as soon as they go live. It usually takes a few weeks of data to refine keywords, negatives and bids, and longer to judge lead quality properly because B2B sales cycles are long.
Should we use Microsoft Ads as well as Google Ads?
Often, yes. Bing is widely used on work devices and Microsoft Ads lets you add LinkedIn profile targeting such as company, industry and job function to search campaigns. Clicks can also be cheaper than on Google, though volumes are lower.
Can you track leads through to our CRM?
Where your CRM supports it, yes. We set up offline conversion imports so Google Ads and Microsoft Ads learn which clicks became qualified leads or opportunities, rather than treating every form fill the same.
Do you build landing pages?
Yes. We write and design landing pages for your key campaigns, built for decision-makers and matched to the search. We can build them on your existing website or work with your web team.
What does a B2B Google Ads agency do differently?
It sets campaigns up for small, specialised audiences and long sales cycles. That means tight keyword lists, strong negative keywords to filter out job seekers and students, landing pages written for decision-makers and tracking that counts qualified leads, not every form fill.
Find out where your PPC budget is going
Book a free strategy call. We'll talk through your goals and show you where the quickest gains are in search and paid media.
