Why Finnish B2B Companies Need a Modern Approach to Google Ads?
- Oksana Gulyk
- Dec 6
- 4 min read
Updated: Dec 9
Table of Contents
1. Introduction: How B2B Buyers Make Decisions Today
In 2025–2026, B2B purchasing has fully shifted into the digital environment.
Decision-makers now follow the same predictable pattern:
Search for suppliers in Google
Compare technical options
Check credibility signals (website, case studies, certifications)
Contact the company
If a business is not visible on Google, it effectively removes itself from this process.
In a market like Finland compact, specialized and export-oriented visibility is not just an advantage. It is infrastructure.
2. The Core Issue: Many Finnish B2B Companies Still Undervalue Google Ads
Across industrial, IT and technical sectors, the same pattern repeats:
limited or zero Google Ads activity
minimal analytics or tracking
short “test budgets” that cannot produce real data
reliance on exhibitions, personal networks and traditional sales
outdated assumption that “our customers already know us”
This creates a strategic gap: global competitors appear first in Google, while local companies remain invisible in the very channel where demand begins.
As a result:
foreign suppliers capture Finnish search demand
Finnish companies lose inbound enquiries
technical products remain undiscovered by international buyers
marketing becomes reactive rather than strategic
3. How B2B Buyers Actually Search in 2025–2026
Modern engineers, procurement managers and IT leaders behave exactly like consumers:
they start with Google
they evaluate alternatives online
they prefer contacting companies that appear reputable and visible
Independent studies consistently show that 70–80% of the B2B buying journey happens before the first contact.
For a Finnish technology company, this means one thing: If your solutions cannot be found online, they are not being considered.
4. Google Ads Is Not Advertising.
It Is a Demand-Capture System.
Google Ads is often misunderstood as “banner promotion”. In reality, it is a structured tool that connects a company with people who already have intent.
A simple breakdown:
Search Ads
Capture active demand: “corrosion test equipment”, “network automation software”, “autoclave manufacturer”.
Performance Max
Expands reach and increases visibility across channels, especially when a company:
exports equipment
targets international buyers
has long sales cycles
operates in a narrow technical niche
Result:
Google Ads becomes part of the company’s sales infrastructure, not a marketing experiment.'
5. Where Google Ads Brings the Highest ROI for B2B
Below scenarios based on typical Finnish B2B segments.
Industrial equipment manufacturers
Engineers often search for specifications, certifications, or testing methods.
Google Ads captures this highly technical demand and delivers qualified enquiries directly to sales teams.
IT & SaaS companies
Buyers compare architectures, migration paths and automation tools. Visibility during these early searches significantly increases sales pipeline quality.
Engineering and service companies
Google Ads delivers consistent requests for tenders, consultations and on-site services even in small regions.
6. The Most Common Mistakes Finnish Companies Make with Google Ads
1. Extremely small “test budgets”
€100–€200 cannot generate statistically meaningful data in B2B.
2. No analytics or tracking
Without GA4 events and conversions, companies cannot see what actually works.
3. Running ads without a strategy
Campaigns are launched as isolated actions, not part of the sales funnel.
4. Relying solely on exhibitions and networks
This creates vulnerability: when personal contacts slow down, the pipeline stops.
5. Ignoring international markets
Google Ads allows precise targeting for export a missed opportunity for many Finnish manufacturers.
7. What a Professional, Systematic Approach Brings
A structured Google Ads strategy delivers:
predictable flow of inbound enquiries
full transparency of results
better allocation of marketing budget
clear measurement at every stage of the funnel
stronger international presence
stable growth independent of personal networks
This is not “advertising”. This is operational discipline for sales.
8. How Finnish B2B Companies Can Immediately Improve Their Approach to Google Ads
A practical starting checklist:
Check how your products appear in Google in Finland and internationally.
2. Analytics Setup
Install GA4, track forms, email clicks, contact actions and documentation downloads.
3. Launch a structured Search campaign
Focus on core products, key specifications and main markets.
4. Add Performance Max as a complementary layer
Use it for visibility, new markets, and expansion beyond existing search demand.
5. Assign responsibility
One person should own the digital acquisition process.
6. Review results monthly
Decisions must be based on data, not assumptions.
9. Conclusion: Time to Raise the Marketing Standard in Finland
Finland delivers world-class engineering and technology, but often with minimal digital visibility. This gap limits growth.
Companies that adopt a structured Google Ads approach will gain the advantage long before their competitors catch up. The businesses that invest in visibility today will become the market leaders tomorrow.
Google Ads is not optional. It is part of the sales engine.
Comments