Advertising · 18 min

Google Ads for B2B

Intent-first search strategy for high-consideration products.

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Google AdsUnbounce or InstapageSearch terms report

Why it works▾

In B2B, the click you want costs $80 and the click you don't want costs $12. Guess which one gets the traffic by default.

Full playbook▾

Intent tiers

Structure campaigns by intent tier, not by product. Tier 1: category + comparison keywords. Tier 2: solution keywords. Tier 3: problem keywords. Budgets, bid strategies and landing pages all differ per tier.

Negative keyword discipline

In B2B, the negative list is the campaign. Review search terms weekly. Anything that isn't a buyer becomes a negative. This alone can drop CAC 30%.

Landing page match

Each ad group gets its own landing page or dynamic variant. The message match between keyword → ad → hero must be tight enough that a stranger could reverse-engineer the intent from the page alone.