Google Ads · Technology & B2B Google Ads for technology and B2B.
For products people research before they buy.
For products people research before they buy.
A B2B search can be very specific: rostering software, warehouse management, managed IT, cybersecurity, a piece of equipment or a supplier nearby. People also search for the problem before they know what the solution is called.
Search volumes are often low. The work is filtering out researchers, job seekers, support queries and people after something you don't sell, so the budget goes on buyers.
We look at:
Searches range from comparing known platforms to solving one specific problem. Trials and demos are tracked, and judged by what those sign-ups do next.
One person searches, another sits the demo and someone else approves the purchase, so the campaign allows for a sale that runs past the first form.
Support, cloud and specific problems. Location matters for on-site support, less for remote.
Often triggered by a requirement, a risk or a system change, and buyers rarely use the provider's terms.
The install isn't the conversion that matters. The active user or subscription is.
Model numbers, specifications and industry terms, often at small volumes. The page needs to match exactly what the buyer searched.
Google Ads sees the first steps. Your CRM holds the rest. Where the two are connected, the account can be judged on qualified opportunities and customers, not just form fills.
A trial count can rise while sales don't.
Competitor support, jobs, courses, definitions and people looking for open-source or no-cost tools.
The account shows leads, the CRM shows fewer qualified, and nobody connects the two.
SaaS and software companies, IT and managed service providers, cybersecurity firms and B2B suppliers with a defined offer and a way to track enquiries, trials or sales.
Yes. Where your CRM can be connected, the account is judged on the opportunities and customers that come from it, not just leads.
That's common in specialised markets. The account makes the most of the searches that exist, rather than broadening the targeting to buy more clicks.
Sometimes. Bidding on a competitor's name as a keyword is generally allowed, but they can have Google restrict their trademark in ad text, and ads mustn't imply a connection. It depends on the market, the cost and how clearly your product stands apart.
ReadGoogle Search for high-value servicesWhy Google Search suits businesses where one customer is worth a lot, and how to judge a campaign when a sale takes months.Read the post
Campaigns built around how your buyers research, and judged by who becomes a customer.
Platapode specialises in Google Ads.
Based in Sydney, NSW, Australia, working with businesses worldwide.
