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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.

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Thesis

B2B search volume is small and expensive, so precision beats reach. The job is to buy the handful of monthly searches that actually match your ideal client and to prove, with pipeline data, which of them turned into revenue.

How the buying cycle actually runs

A B2B services buyer moves through recognisable stages: they identify a problem, research approaches, build a shortlist, involve a second and third stakeholder, and then buy. Paid search only intersects that path at two points - the problem-research moment and the vendor-comparison moment - and those two moments deserve completely different ads and landing pages.

Very few of those buyers convert on the first visit. The realistic paid-search job is to get into the consideration set and to be present again during comparison, which is why remarketing is not an afterthought here but a structural part of the plan.

Which platform fits, and what a lead costs

Search is where the intent is, but the volume can be startlingly thin - a few hundred relevant searches a month is normal for a specialised service. Paid social and video are where the addressable audience is broad enough to build awareness before anyone searches. Neither substitutes for the other.

Cost per lead in B2B services is high and cost per opportunity is higher: three-figure lead costs are routine, and in competitive professional categories a single click can cost more than an entire consumer lead. This is only rational if you know the win rate and the contract value, which is exactly why we insist on CRM stage reporting before scaling budget.

What goes wrong

Optimising to gated content downloads. Whitepaper fills are cheap and abundant, so the algorithm will produce as many as you ask for, and none of them are pipeline. If the primary conversion is a download, the account will drift away from buyers.

The other common failure is broad match with no negative discipline. Business service terms overlap heavily with job seekers, students and consumers, and an unmanaged account will spend a meaningful share of budget on people who will never be clients.

If you want to see how we report results, read our case studies - platform-reported leads and closed business are shown separately. When you are ready, get in touch and we will start with a look at your current tracking.

Channels we run

For business services.

  • → Google Search
  • → Meta Ads
  • → YouTube
  • → Remarketing
What we tune for

Built-in specifics.

  • Tight keyword sets around problem-aware and vendor-comparison queries
  • CRM stage imports so bidding optimises to qualified pipeline, not MQLs
  • Firmographic exclusions and negative lists to keep out consumer traffic
  • Content and demo offers separated into distinct conversion actions
Outcomes

Business services results.

We don't publish numbers we can't verify. Account-level performance data is shared in your audit, under NDA.

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Ad spend managed
Available on request
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Qualified leads generated
Available on request
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Average ROAS
Available on request
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Average CPL change
Available on request
FAQ

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.
03 - Credentials

Vetted by the platforms themselves.

Partner status isn't decoration. It means direct platform support, beta access, and a track record of spend performance - verified by Google and Meta.

Google Partner
Certified Google Partner
Search · PMax · Display · Demand Gen · Video
  • Direct platform support
  • Beta feature access
  • Verified spend track record
Verified credential· Active
Meta
Meta Business Partner
Facebook · Instagram · CAPI
  • Direct rep escalation
  • Beta creative formats
  • Performance & expertise tier
Verified credential· Active
Get in touch

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.

Get your free audit →Email Jett
  • Emailjett@berkhospitality.com
  • Phone(602) 909-8892
  • LocationScottsdale, AZ
  • LanguagesEN / ES