I help Finland-based B2B and service
companies make a clear decision on whether Google Ads can realistically generate commercially relevant enquiries in international markets before budgets are committed or scaled.
Does Google Ads actually make sense for your B2B business?
Oksana Gulyk is a Finland-based B2B Google Ads & Digital Visibility Consultant working with companies operating in international markets.
Why visibility comes before advertising
When advertising is launched, it amplifies the visibility signals that already exist on a website, including unclear positioning or mixed intent, rather than correcting them.
If a website’s structure or messaging is unclear, Google Ads traffic is often driven by mixed or non-commercial intent, making performance difficult to interpret and optimise. This usually results in irrelevant visits, low-quality enquiries, and uncertainty about whether advertising is actually working.
For this reason, visibility and readiness need to be assessed before decisions are made to launch, scale, or optimise Google Ads.
A B2B engineering case showing how conversion signals shape real intent.
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Problem: Google Ads risked optimizing for clicks instead of engineers
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Signal risk: Forms were rare; email actions reflected real intent
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Decision: Rebuild conversion signals around copy email and email click
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Outcome: Clearer learning signals before any budget scaling
Real decision case: rebuilding conversion signals before scaling Google Ads
How I determine whether Google Ads makes sense
Before running or scaling Google Ads, I look at whether advertising can work in practice by answering two simple questions:
First, I analyse who is already finding the business today and what their search behaviour shows about how the company is currently understood.
Second, I assess whether Google Ads can realistically attract enquiries that match the offer, the sales cycle, and the level of commercial intent required.
Based on this analysis, it becomes clear whether Google Ads should be launched, adjusted, postponed, or avoided altogether.
This review looks at how a website is currently interpreted by users, search engines, and AI systems, before any advertising decisions are made.
When a visibility review is typically needed
A visibility and Google Ads readiness review is usually relevant when there is uncertainty about whether advertising can produce meaningful commercial outcomes, for example when:
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a company is considering Google Ads for international markets
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traffic exists, but enquiries are inconsistent or low-quality
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decision-makers outside Finland struggle to understand the offer
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search visibility attracts mixed or irrelevant queries
In these situations, a review provides a structured basis for deciding what to do next.
Who this review is for
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Founders and business owners responsible for growth channel decisions
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Commercial or operations leads responsible for sales outcomes
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Marketing managers accountable for lead quality and relevance
Frequently asked questions
Is this relevant if we already run Google Ads?
Yes. Many reviews are conducted for companies with active campaigns where intent, lead quality, or attribution is unclear.
What decisions can be made after a visibility review?
Whether to launch Google Ads, restructure campaigns, adjust targeting, or pause advertising until visibility issues are resolved, with a clear rationale for each option.
Is this a replacement for Google Ads management?
No. This review informs how Google Ads should be approached; it does not replace campaign management.
Insights on Google Ads & AI Visibility
I regularly publish short analytical notes on visibility, international B2B Google Ads, and decision-making before scaling paid traffic.