How business buyers search
A procurement officer, a clinic owner or a plant engineer searches with specifications and model numbers: “portable ultrasound machine price”, “dermatoscope supplier Australia”, “industrial chiller 50 TR”, “hospital bed manufacturer Nepal”, “ISO 13485 contract manufacturer”. They compare suppliers, download datasheets, and request a quote, often from a desktop during office hours. The same keywords attract students, job seekers and consumers looking for a home version, so most of the budget in an unmanaged B2B account goes to people who will never issue a purchase order. My Google Ads services for B2B accounts are built to separate the buyer from the crowd and to measure the deal, not the click.
What changes in Google Ads for B2B
Keywords and match types
Exact and phrase match on product category, model, specification and “supplier”, “distributor”, “manufacturer”, “wholesale” and “price” modifiers. Negatives for “jobs”, “salary”, “course”, “PDF”, “used”, “second hand”, “home”, “DIY”, “how to”, “repair” where you do not repair, and consumer brands you do not sell. Broad match is introduced only once offline conversions are feeding the account.
Schedule, device and location
Ads weighted to office hours and to desktop where your data shows quotes come from there. Location follows where you can deliver and service: a state or a country for equipment with installation, wider for consumables. Export-oriented Nepal suppliers target the buyer’s country, not Nepal.
Assets and landing pages
Sitelinks to product ranges, datasheets, service and financing; lead forms asking for company and quantity; call assets to the sales desk. Landing pages per product family with specifications, certifications, brochures behind a short form and a quote request above the fold. Pages written for a technical reader convert better than brochure copy.
Compliance
Medical devices fall under Google’s healthcare policy: claims must be accurate, some device categories are restricted or need certification in particular countries, and prescription-only devices cannot be marketed to consumers. Ads are written for professional buyers and checked against the policy for each market.
Tracking the deal, not the click
Quote requests, datasheet downloads, calls above a minimum duration and demo bookings are tracked separately. The CRM records which quotes became orders and their value; those are imported back into Google Ads against the click ID or the buyer’s hashed email, with long conversion windows to match your sales cycle. Bidding then targets revenue rather than form fills. The setup is under conversion tracking.
Typical account structure
- Brand campaign for the company and the brands you distribute, so a competitor cannot buy your name cheaply.
- Product family campaigns with ad groups by model or specification, each landing on its own page.
- Supplier-intent campaign for “supplier”, “distributor”, “manufacturer” searches in your category.
- Export campaigns per target country, in the buyer’s language and currency.
- Remarketing on Search and Display for datasheet downloaders and quote abandoners, over a window that matches the sales cycle.
- Dynamic Search Ads on the catalogue, for sites with hundreds of product pages, mined for new exact keywords.
Lead handling follows lead generation campaigns, and LinkedIn is often added for the awareness side; the two are reported together.
Mistakes I see in B2B accounts
- Judging the account on cost per lead when three leads a month that close are worth more than thirty that do not.
- No negative list, so consumer and student searches take most of the spend.
- Conversion windows of 30 days for a sale that takes 90.
- Landing on a home page with no specifications and no quote form.
- No CRM feedback, so bidding optimizes toward the easiest form fill.
Related services for B2B
Google Ads captures active demand; the rest of the pipeline comes from ranking for specification searches and from structured outreach. B2B SEO covers the organic side of the same searches, and B2B outreach automation covers the follow-up sequences that turn a quote request into a meeting. Software companies should use Google Ads for SaaS and software, which handles trial and demo funnels.
Next step
Send read-only access for a free Google Ads audit; the summary will show how much of the spend is going to consumer and job searches, whether quotes are being tracked, and what the account would need to bid on closed deals.