Few enquiries · large contracts
Google Ads for B2B and Industrial
In B2B the account that produces three enquiries a month can outperform one producing three hundred. Which means every default setting in Google Ads is pointed the wrong way.
The auction
What governs a B2B account
Low volume and high value invert almost every standard assumption.
- 01Volume is the wrong metricThree qualified enquiries can be worth more than a year of consumer traffic. Optimising toward conversion count moves budget away from the buyers.
- 02Long procurementMonths between first search and signature, often involving several people. A default attribution window credits none of it.
- 03Specification languageBuyers search by specification, capacity and standard — not by the marketing name for the product.
- 04The decision is a committeeThe person who searches is rarely the person who signs. The page has to serve both: technical detail and a business case.
The build
How we build a B2B account
Specification keywords
Capacity, standard and technical terms, not category names.
Long attribution
A window matched to your actual procurement cycle.
Value passing
Estimated contract value with each enquiry, so bidding follows size.
Technical landing pages
Specification sheets and case detail, not brochure copy.
Consumer exclusion
Negatives for retail, DIY and job searches that share your vocabulary.
LinkedIn-style targeting
Where Google allows it, by company characteristics.
Slow judgement
The account is not assessed before a full procurement cycle has run.
CRM feedback
Which enquiries became quotes, and which quotes closed.
The difference
Judged like a consumer account, or like a B2B one?
Most failing B2B accounts were switched off while working, on consumer metrics.
Consumer metrics
- Cost per conversion compared against a retail benchmark, where B2B always loses.
- A short attribution window crediting the last click and hiding the six weeks before it.
- Every enquiry valued equally, so budget moves toward the smallest.
- The account judged in month two, before one procurement cycle has closed.
B2B metrics
- Judged on qualified enquiries and contract value rather than volume.
- An attribution window matched to how long your buyer actually takes.
- Estimated contract value passed, so bidding follows size.
- A reporting horizon that matches the sales cycle, agreed before we start.
We agree the judging horizon before the first riyal is spent — because the most common way a working B2B account dies is being assessed too early.
From our accounts
Contracting and industrial work
Search intent
How buyers specify
In numbers
What an account in this sector looks like
Questions
What gets asked in B2B
Is search volume high enough for B2B?
Lower than consumer, and each search worth far more. Small volumes are also cheap to cover completely — the constraint is patience rather than demand.
How long before I can judge it?
A full procurement cycle. We agree that horizon before starting, so the account is not stopped in the middle of working.
Can you target by company?
Google offers less of this than LinkedIn does. What we can do is target the specifications and standards that only a buyer in your category searches.
How do I measure a sale that closes in six months?
By agreeing the horizon before we start, and by measuring the qualified enquiry as the conversion rather than the contract. The contract is tracked separately and fed back into the account.
Can you target specific companies?
Google offers far less of this than LinkedIn. What we can target is the specification, standard or capacity that only a buyer in your category would search — which is narrower than any company list.
What if we only need three clients a year?
Then the account is built for three, not for volume. Budget stays small, keywords stay narrow, and success is measured in quotes rather than in enquiries.
How we work — in writing
Four clauses that govern every engagement
Signed into a formal contract, and applied across all seven markets.
Full terms- Account
- Our accounts, not yours — and we never look inside yours.
- Payment
- Your card is linked to the account, and Google the click costs.
- Oversight
- Temporary read access to verify spend and performance.
- Fees
- From 7,500 SAR a month, or the equivalent in your own currency.
Start
Start your B2B campaign
Thirty minutes reviewing your market and your competitors, then a written proposal with scope and fees. No access to your account, and no commitment.
New Cairo, Egypt
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