If your B2B company invests in Google Ads but the leads that come in don’t close, the problem isn’t Google. It’s how you’re using Google Ads for a B2B sales cycle.
Google Ads for B2B doesn’t work the same way as for e-commerce. CPCs are higher, the conversion cycle is longer and lead quality matters more than volume.
Structure for B2B accounts
- Campaigns by intent: informational (articles), consideration (case studies), transactional (services).
- One ad group per service: each main service has its own ad group with keywords for that intent.
- Dedicated landing pages: each ad group points to its own landing page.
The metrics that matter in B2B
Forget about CTR and impressions. The B2B metrics are: CPL (cost per qualified lead), meeting booking rate, cost per opportunity and ROAS over 6–12 months.
Targeting for Colombian companies
- Geographic: by the city or region where you have service capacity.
- By industry: use keywords with sector-specific terms.
- Audiences: remarketing to people who visited service pages.
What to measure at 30/60/90 days
30 days: account structure implemented, conversion tracking verified.
60 days: stable CPL by campaign, landing pages optimized.
90 days: a trend in lead quality, the first closed opportunities.
More information: Google Ads advertising · contact us
