Google Ads for business services.
B2B services with a defined buyer. Fewer searches, higher intent, and a pipeline that has to be reported by stage rather than by form fill.
B2B search is small and expensive, so precision beats reach: buy the searches that match your ideal client, then prove with pipeline data which became revenue.
How the buying cycle actually runs
A B2B services buyer identifies a problem, researches approaches, builds a shortlist, brings in more stakeholders, then buys.
Paid search meets that path at problem research and vendor comparison, and each moment needs its own ads and landing pages. Few buyers convert on the first visit, so remarketing is structural, not an afterthought.
Which platform fits, and what a lead costs
Search volume is thin: a few hundred relevant searches a month is normal for a specialized service.
Paid social and video build awareness before anyone searches. Neither replaces the other.
Three-figure B2B lead costs are routine, and one competitive professional click can cost more than a consumer lead. That only works with a known win rate and contract value, so CRM stage reporting comes before scaling budget.
What goes wrong
The first failure is optimizing to gated content downloads: whitepaper fills are cheap, abundant and never pipeline, so the account drifts away from buyers.
The second is broad match without negatives. Business service terms overlap with job seekers, students and consumers, and unmanaged accounts spend a meaningful share on people who will never be clients.
To see results, read our case studies, which show platform-reported leads and closed business separately, or get in touch and we will start with your current tracking.
For business services.
- → Google Search
- → Meta Ads
- → YouTube
- → Remarketing
Built-in specifics.
- Tight keyword sets around problem-aware and vendor-comparison queries
- CRM stage imports so bidding optimizes to qualified pipeline, not MQLs
- Firmographic exclusions and negative lists to keep out consumer traffic
- Content and demo offers separated into distinct conversion actions
Business services questions.
- Often less than expected: a few hundred genuinely relevant searches a month is normal. That is not a reason to avoid the channel, it is a reason not to judge it on volume. The correct posture is a tight keyword set, strict negatives, and a budget sized to buy the searches that match your ideal client rather than to hit an impression target.
Certified Google Partner and Meta Business Partner. Verified by Google and Meta, not self-reported.
Our credentials →Start with an audit.
We'll review your current Google and Meta accounts, pull spend and conversion data, and show you where the leaks are, before you commit to anything.
- Emailjett@berkhospitality.com
- Phone(602) 909-8892
- LocationScottsdale, AZ
- LanguagesEN / ES