B2B services
Search campaigns that feed a sales team
High spend on broad match was filling a CRM with tire-kickers. We rebuilt Search around buying-intent clusters and a landing page for each.
Anonymised B2B services company
The constraint
The sales team was drowning in form fills from informational queries. Reporting celebrated CPL while close rate fell. Brand terms were mixed with competitor and research terms in the same ad groups.
What we changed
- Separated brand, competitor, and problem-aware search into distinct campaigns
- Wrote negatives from six months of search terms
- Built one landing page per cluster with a single primary action: book a diagnostic call
- Imported offline conversion values when a meeting was held, not when a form was submitted
What moved
Restored
Query control
Research language no longer shared budget with high-intent terms
Offline import
Sales signal
Optimisers saw held meetings, not raw form volume
1:1
Page match
Each intent cluster landed on a page written for that query
Results describe this engagement’s operating changes. They are not a promise of identical outcomes for every brand or market.
Related services
- Google AdsAccount structure around how people search for the job you do — then starve the queries that never become conversations.
- SEONot a keyword list. Pages that answer real questions and can be crawled, understood, and shared.
- Performance MarketingPaid media as a system: audience, offer, creative, landing experience, and attribution working as one plan.
Related reading
- Google Ads structure for service businessesSeparate brand, research, and purchase-intent search so your sales team inherits conversations — not a pile of cheap form fills.
- SEO, paid, or both: a decision guide for growing brandsA practical way to choose between SEO, paid media, and WhatsApp — based on payback time, sales capacity, and whether demand already exists.