Strategy & Leadership
Creative & Build
B2B marketing diagnostic
Score your marketing across 10 dimensions.
30 questions. Personalized read of where you're strong, where you're leaking. Renders in three minutes.
Take the ScorecardIndustries we serve
Featured industry case
+340% qualified leads.
Industrial equipment, twelve months. The strategy, the work, the math.
Read the case study
Paid Media · Google Ads · Platform 01 of 04
Search, Performance Max, YouTube, and Display campaigns built around the queries serious technical buyers actually type. Spec-driven architecture, conversion tracking wired to your CRM, and pipeline reporting your CFO will read.
What we hear, going in
Two complaints we hear from B2B manufacturing leadership, almost weekly:
“Half the spend is going to broad-match terms our sales team would never call back. The high-intent searches are buried in the long tail.” What we hear from B2B marketing directors, most weeks
“Performance Max is a black box. We’re spending $30K a month and the report just says ‘conversions up.’ Up from what? Of what quality?” What we hear from technical-product CMOs
Most B2B Google Ads accounts are running the consumer-grade defaults — broad-match expansion, smart-bidding without negative-keyword discipline, Performance Max with no asset-group steering. That setup is engineered to spend the budget. It is not engineered to land RFQ-ready buyers. The accounts we rebuild concentrate spend on model-specific, spec-comparison, and competitor-replacement queries — the searches that actually precede a serious purchase.
How we run it
Three structural moves on most Google Ads engagements in the first 90 days.
Search Term Report deep-dive. Identify the spec-comparison, model-name, capability-specific queries that signal serious buyers. Negative-keyword discipline to cut the broad-match drift. Smaller campaigns, sharper targeting, higher lead quality.
PMax does its best work when the asset groups, audience signals, and conversion values are wired correctly. We build PMax with intent-class segmentation and feed-driven catalog targeting (where applicable). Not a one-campaign catchall.
Enhanced Conversions, server-side GTM, offline conversion imports tied to CRM stages. The attribution that holds up after Apple’s privacy updates and the cookie deprecation cycle. So the bid strategy optimizes for revenue, not form-fills.
GA4 + Looker Studio dashboards wired to pipeline stages. Cost-per-SQL, not cost-per-lead. Channel mix tied to revenue. The board-defensible math that lets a CMO defend the budget instead of explain it away.
What you get
01
Model-name, comparison, capability, and competitor-replacement query architecture. Geo-targeted where it matters; broad where it earns spend.
02
Asset groups by intent class. Catalog feeds where applicable. Audience-signal seeding. Reviewed weekly, restructured quarterly.
03
Where product-education video is part of the funnel. Skip-the-pre-roll cuts and dealer-training content as both prospecting and remarketing.
04
Enhanced Conversions, server-side tagging, offline conversion imports. Wired to your CRM stages so bid strategies optimize for revenue.
05
Pages built for the ad. Spec sheets, RFQ paths, dealer-locator integration. If the ad converts but the page doesn’t, we fix the page.
06
Looker Studio dashboard your team and your CFO can both read. Monthly written readout. Quarterly business review with channel mix recommendations.
A real story · A mid-size industrial OEM
A mid-size CNC plasma cutting equipment manufacturer came to us with paid media that was burning budget on broad-category traffic that wasn't converting. The previous setup chased clicks. Sales got overwhelmed with hobbyists and tire-kickers; the buyers this OEM actually wanted were three queries deep, not on the head terms.
We rebuilt paid search around spec-driven buyer queries. Cost-per-lead dropped, lead quality climbed, and pipeline-influenced revenue followed. Twelve-month total: +340% qualified leads on the same monthly spend.
See more case workView all →+340%
Qualified leads
12 months · Same monthly paid-media spend
-62%
Cost per qualified lead
Better targeting, not budget cuts
$487K
Pipeline sourced / month
Attributed to channel for the first time
FAQ · Google Ads questions
If yours isn't here, the form is honest territory.
Talk to us about Google AdsGet in touch →Two weeks for the audit, four to six for the full rebuild if rebuild is what the audit says. We can run the existing structure in parallel during transition so spend doesn’t go dark.
Both. PMax is most of the budget on most B2B Google accounts now. We run it with intent-class asset groups and audience signals — not as the autopilot it defaults to.
When the product education content is there to support it. YouTube works for capital equipment, dealer training, application demos. Skip the pre-roll polish — cinematic looking but didactic.
Enhanced Conversions, server-side GTM, offline conversion imports tied to CRM stages. Bid strategies optimize against pipeline value, not form fills. Survives the privacy cycle.
Yes — for clients where catalog data is workable. PMax with feeds plus Search makes the cleanest combination.
Yes — landing pages are part of the Google Ads engagement. If the ad sends traffic somewhere that doesn’t convert, we fix the page. Not a separate engagement.
Start a conversation · 1-business-day reply
Twenty minutes. No deck. No discovery script. Tell us about your current paid setup, your sales cycle, and what good looks like to your CFO — we'll tell you whether paid is the right lever to pull or whether something else moves first.