Your Google Ads budget is burning.
Your pipeline isn't growing.
High CPCs, broad match keywords eating your budget, landing pages that send traffic to the homepage, and an agency sending you impressions reports while your cost per acquisition climbs every quarter. We fix the strategy, the structure, and the funnel — and tie every pound to pipeline.
47%
Avg. reduction in wasted ad spend in 60 days
3.8x
Avg. improvement in cost per qualified lead
21 days
To first optimised campaigns live
Google Ads for B2B built around pipeline, not click-through rates.
B2B Google Ads require a fundamentally different approach to e-commerce or lead-gen for low-value products. High CPCs, complex buyer intent signals, and long sales cycles demand precision — not spray and pray.
Intent-mapped keyword strategy
Not all clicks are created equal. We build campaigns around high-intent, commercial keywords — [your category] software, best [your tool] for [use case], [competitor] alternative — and cut every irrelevant keyword bleeding budget. Negative keyword lists that actually protect your spend.
Landing pages matched to every campaign
Sending paid traffic to your homepage is the single most common way to destroy Google Ads ROI. We build dedicated landing pages matched to each campaign's keyword theme, audience, and stage of the buying journey — so Quality Scores go up, CPCs come down, and conversions improve.
Pipeline attribution, not vanity metrics
Your agency is showing you impression share. We show you cost per qualified lead, cost per opportunity, and pipeline influenced by channel, campaign, and keyword. Attribution that connects Google Ads spend directly to CRM pipeline.
Case study
Google Ads Strategy, Account Restructure & B2B Funnel Build.
Mindprobe®
Audited and rebuilt a Google Ads account that had been bleeding budget on broad match keywords and homepage traffic — reduced wasted spend by 52% and drove a 3.9× improvement in cost per qualified lead.
Every click tracked. Every pound attributed to pipeline.
Performance:
52% reduction in wasted spend 3.9× improvement in CPL
Conversion Quality:
Unqualified clicks→ICP-matched leads
We had no idea how much we were wasting. Aurelo's audit was eye-opening. Within 6 weeks the cost per qualified lead had dropped by more than half and we finally had reporting that made sense.
Samee% reduction in wasted ad spend
Restructuring match types, adding negative keywords, and building dedicated landing pages cut wasted spend immediately and improved conversion quality.
3.9×
CPLImprovement in cost per qualified lead
Samee, Founder at MindProbe.ai
“We had no idea how much we were wasting. Within 6 weeks the cost per qualified lead had dropped by more than half.”
Aurelo audited our Google Ads account and the findings were shocking — the majority of our budget was being consumed by irrelevant searches through broad match keywords with no negative list. They restructured the campaigns, built dedicated landing pages, and set up proper CRM attribution. The cost per qualified lead dropped dramatically and for the first time we could actually see what Google was contributing to pipeline.
Everything in your Google Ads engagement
Keyword strategy, ad copy, landing pages, conversion tracking, and pipeline reporting. One team managing the entire paid search engine.
Account Audit & Restructure
A full audit of your existing Google Ads account — campaign structure, keyword match types, Quality Scores, wasted spend, and attribution gaps. We identify exactly what's burning budget and build a restructured account that performs.
B2B Keyword Strategy
Commercial-intent keywords mapped to your ICP's buying journey. Competitor keywords, category keywords, and use-case keywords with tight match types. Comprehensive negative keyword lists to eliminate irrelevant traffic eating your budget.
Ad Copy & Creative
Responsive search ads written with commercial-intent hooks, benefit-led headlines, and strong CTAs. Ad extensions — sitelinks, callouts, structured snippets — maximising ad real estate and Quality Score.
Landing Page Design & Build
Dedicated landing pages for each campaign theme — not your homepage. Every page matched to the keyword intent, with clear value propositions, objection handling, and conversion paths that turn high-CPC clicks into qualified leads.
Bid Strategy & Budget Optimisation
Smart bidding strategies aligned to your pipeline goals — target CPA, target ROAS, or enhanced CPC depending on account maturity and data volume. Budget allocation across campaigns reviewed weekly based on conversion performance.
Pipeline Reporting & Attribution
Conversion tracking beyond the form fill. CRM integration to track leads from keyword click through to qualified opportunity and closed deal. Monthly reports that answer the only question that matters: what is Google Ads contributing to pipeline?
Google Ads convert best
with the right foundations.Paid search captures demand. But it converts best when your landing pages, website, and tracking are built for it.
SERVICES
Google Ads convert best
with the right foundations.Paid search captures demand. But it converts best when your landing pages, website, and tracking are built for it.
All servicesFrom wasted budget to
attributable pipeline in 45 days.No black boxes. No waiting for a quarterly optimisation. You'll see the account restructured, campaigns launched, and performance improving within the first month.
Account audit, keyword landscape & competitor analysis
We audit your Google Ads account in full — wasted spend, keyword issues, Quality Score problems, conversion tracking gaps, and attribution failures. We map the full keyword opportunity and analyse what your competitors are bidding on.
Key steps
Keyword strategy, campaign architecture & offer definition
We define the full campaign architecture — Search campaigns by intent stage, Display retargeting, YouTube if applicable — and map the keywords to buyer intent. We define the offers and CTAs that make sense for cold and warm audiences.
Key steps
Landing pages, ad copy & campaign build
We write all ad copy, build dedicated landing pages for each campaign, set up conversion tracking, and structure the account. Campaigns are built and ready for review before a single penny of ad spend is committed.
Key steps
Campaign launch & initial optimisation
Campaigns go live with controlled budgets. We monitor closely in the first two weeks — search term reports reviewed daily, negative keywords added constantly, bids adjusted as Quality Score data builds.
Key steps
Optimisation, scaling & pipeline reporting
Once conversion data is established, we move into scale mode — increasing budgets on winning campaigns, running ad copy tests, and optimising landing pages for conversion rate. Monthly pipeline attribution reports delivered.
Key steps
Is this right for you?
We work with B2B companies who want pipeline from Google Ads, not impressions reports.
This is for you if…
- You're a B2B marketing manager or founder spending on Google Ads without clear ROI
- Your agency sends monthly reports but can't tell you what the ads are contributing to pipeline
- You have a minimum ad budget of £2,000/month for search campaigns
- You're willing to invest in dedicated landing pages — not just send traffic to your homepage
- You want proper CRM attribution, not just GA4 conversions
- You're running broad match keywords and have no negative keyword strategy in place
This isn’t for you if…
- You have less than £1,500/month in Google Ads budget
- You want clicks and impressions reported without any pipeline attribution
- You're unwilling to build dedicated landing pages for paid traffic
- You need guaranteed leads in the first 7 days
- You want the cheapest Google Ads management available
Why Aurelo?
Most Google Ads agencies are optimising for the wrong things. Here's what separates B2B Google Ads with Aurelo from the typical experience.
Google Ads spend that shows up in your pipeline.
Fixed management fees. No percentage-of-spend billing that rewards us for blowing your budget. Landing pages, creative, and pipeline reporting included.
CHOOSE YOUR ENGAGEMENT
£1,600
/ monthGoogle Ads Starter
For B2B companies launching Google Ads for the first time or recovering from a poorly structured account. Full audit, restructure, and one core Search campaign launched and optimised.
£2,800
/ monthGoogle Ads Growth Engine
Full B2B Google Ads management — Search, Display retargeting, and YouTube — with landing pages, ad copy production, and pipeline reporting.
Custom
Custom Scope
For B2B companies with larger budgets, multi-product campaigns, international markets, or complex CRM attribution requirements.
All plans include a dedicated strategist, dedicated landing pages, and pipeline-attributed reporting. Management fee is separate from ad spend.
FAQ
Answered.
Everything you need to know about Google Ads for B2B.
Let's talk.
Tell us about your project, whether it's a website, SEO, or marketing.
If you're ready to create and collaborate, we'd love to hear from you.
After the consultation, we'll provide you with a detailed plan and timeline.