Google Ads Specialist for B2B Clients

My Full Guide and Working Process

My work as a Google Ads specialist is to create a clear and stable system that brings the right leads and not just traffic.

I focus on understanding business goals, filtering irrelevant searches, improving the quality of conversions, and building campaigns that support real B2B buying behaviour.

In this guide, I explain how I work with B2B clients from the first briefing to ongoing optimisation and reporting.

Working with Google Ads in the B2B world is very different from simple online advertising.

A B2B lead can cost hundreds or even thousands of euros, buying cycles are long, and several people take part in the decision.

Because of this, many companies struggle with the same problems.

Campaigns are built too quickly, keywords do not match real customer intent, tracking is incomplete, and platform reports feel confusing.

Table of Contents

#1: Why a clear process matters in B2b Google Ads?

#2: My step by step workflow with B2B clients

#3: What you receive as a result and how to start working together

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#1: Why a clear process matters in B2B Google Ads?

In B2B advertising quick wins are rare. A potential client may return to your website many times, compare alternatives, check technical details and only then send a request. A mistake in targeting or messaging is much more expensive compared to B2C.

A structured process is important for several reasons.

Long buying cycles

Advertising needs to support different stages such as research, comparison and decision. The goal is not to get clicks but to help users move along the journey.

High value leads

One good lead can be worth more than many small conversions. Intent based keywords, negative keywords, retargeting and proper tracking are key to attracting quality traffic.

Risk of irrelevant searches

Without correct filtering you pay for students, job seekers, consumer searches and users from regions you do not serve.

Connection between marketing and sales

In B2B advertising must match real sales processes and priorities. Campaigns need to reflect how your product is actually sold and who influences the decision.

My goal is to make Google Ads transparent and linked to real business outcomes.

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#2: My step by step workflow as Google Ads specialist with B2B clients

Step 1. Understanding your business and ideal customer

Before I touch the campaigns I learn the core elements.

• What problem your product solves

• Who makes decisions such as engineers, procurement or management

• What the sales cycle looks like

• Which industries or countries are priorities

• What success means for you such as leads, demos or quote requests

Result. A clear profile of your target audience and advertising goals.

Step 2. Audit of your Google Ads account and tracking

Next I analyse your current situation.

• Campaign structure

• Search terms and keyword matching

• Conversion tracking status

• Missing or duplicated events

• Early performance signals in existing campaigns

Result. A structured audit with findings and a list of what needs to be fixed first.

Step 3. Creating a tailored B2B Google Ads strategy

Based on the audit I prepare a strategy that normally includes:

• Search campaigns that focus on high intent keywords

• Performance Max as an additional channel for reach and testing

• Remarketing for visitors who already showed interest

• Geographic and language segmentation

We also confirm budgets, main KPIs and a testing plan.

Step 4. Keyword structure and negative keywords

Here I create a clean and logical structure based on intent.

• Keywords grouped by business needs

• Segmentation by funnel stage

• A negative keyword list to remove free, jobs, training, pdf and consumer searches

• Exclusion of irrelevant industries or regions

Result. A structure where every group has a clear purpose.

Step 5. Writing effective B2B ad copy

B2B buyers respond to clarity and proof of value.

• Clear benefits such as saving time or improving processes

• A professional tone

• Credibility elements such as industries or results

• Strong CTAs like Request a quote or Book a demo

Ad copy always matches your positioning and brand.

Step 6. Landing pages and the conversion flow

Campaigns work only if the landing page supports the ad.

I check:

• Does the page match the intent

• Is the next action clear

• Does the page build trust through evidence or case studies

• Is the form simple and business friendly

If needed I recommend improvements to increase conversions.

Step 7. Launch and continuous optimisation

Once campaigns go live optimisation becomes the main part of the work.

• Review of search terms

• Filtering or expanding keywords

• Adjusting targeting based on lead quality

• Testing bidding strategies

• Device, location and time of day adjustments

• Improving retargeting and Customer Match if available

• Running A B tests for ads, audiences and landing pages

Every change is documented and explained.

Step 8. Reporting and communication

Reporting is clear and simple.

• Leads, cost per lead and conversion types

• Search term insights

• What worked and what did not

• Actions for the next period

This gives you full visibility and supports smart planning.

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#3: What you receive as a result and how to start working together

At the end of the setup phase you have:

• A structured Google Ads account built for your sales process

• Reliable conversion tracking

• Clear audience segmentation

• A predictable lead generation system

• Regular improvements based on real results

• Reports that show business impact

The first step is simple.

We review your current Google Ads situation and your goals.

Then I prepare a plan with priorities and timelines.

If you want Google Ads to become a predictable B2B lead system you can contact me through the form on my website

Together we build an advertising system that supports real business growth.