Industries / 09 B2B & Professional
Pipeline from buyers already searching.
Professional services, SaaS and wholesale. Somewhere right now, a buyer is typing exactly what you sell into Google. Our job is to be there with the right page, capture the enquiry, and prove what it was worth to your pipeline.
01 Sound familiar?
What B2B founders tell us.
"Our search volumes are tiny. Is PPC even worth it?"
Small volume, high value is the best PPC there is: twenty searches a month for exactly what you sell beats twenty thousand for something adjacent. Low-volume accounts need precision handling, and that is a speciality of ours.
"Broad match burnt our budget on rubbish."
Google pushes B2B advertisers toward broad targeting because their consumer-scale machine prefers it. We hold the line: intent-led keywords, monthly search-term reviews, ruthless negatives.
"Long sales cycles make ROI impossible to see."
Not impossible, just slower. Enquiries tracked by source, reviewed against closed deals quarter by quarter. When one client is worth five figures a year, patience with attribution pays for itself.
02 What we run
The playbook, itemised.
The same disciplined method on every account, shaped to your business on the audit. No two businesses are the same, so no two accounts run the same plan; this is the framework yours starts from.
- PB/01Intent-led search campaignsCore
Built around the searches your buyers actually make: the problem, the service, the comparison, the "near me".
- PB/02Message-matched landing pagesCore
The page continues the ad's promise, so clicks become enquiries rather than bounces.
- PB/03Conversion tracking to the poundCore
Calls, forms and sales recorded once each, against the campaign that produced them.
- PB/04Search-term and budget disciplineOngoing
Search terms read weekly, waste excluded, budget moved to what performs rather than what shouts.
- PB/05Local visibilityAdd-on
Google Business Profile and map-pack work wherever "near me" demand exists in your market.
- PB/06Daily checks by MagnusAlways on
Spend, conversions, pacing and disapprovals surfaced in hours by our in-house engine, reviewed by a senior.
03 How B2B accounts are run
One B2B account · Products · 12 months to July 2026
per enquiry across 37 enquiries, down 15% on flat spend.
Small volume. Serious value.
A few hundred relevant searches a month leave no scale to waste, so nothing is allowed to be wasted: intent-led keywords rather than broad match, a page written to the buyer's actual problem, and a form that qualifies before the call reaches your calendar.
Because the cycle is long, enquiries are tagged by source and reviewed against what closed quarter by quarter rather than judged on form-fills. The figures beside this are one account's month, with their source. Yours are judged the same way: your figures, from your account, in your report.
See what this looks like for your account.
Book a discovery call ↗04 Fair questions
Fair questions
Shouldn't B2B budget go to LinkedIn instead? +
They answer different moments. LinkedIn interrupts people who might buy someday; Google catches people searching because they need it now. For most B2B budgets at this scale, high-intent search is the better first pound, and the audit will show whether yours is the exception.
Our deal cycle is six months. How do we judge the ads? +
On leading indicators first (qualified enquiry volume and cost), then on closed revenue as cohorts mature. We set that expectation in the plan so nobody panics at week six of a six-month cycle.
We sell nationally but we're small. Can we compete? +
In niches, absolutely. National + specific beats national + generic: we target the precise problem you solve, where competition is thin and intent is sharp.
What does a B2B account cost to run? +
Priced to scope after the audit, agreed in writing before anything starts. Ad budgets for precision B2B campaigns are usually modest because the targeting is tight, and one closed client typically covers a quarter's costs. The audit models your version of that maths.
Find out what a qualified lead should cost you.
The free audit reviews your search opportunity, competition and enquiry path. Findings walked through with you, live on a call or as a recorded video.
Free audit · live or recorded · no obligation