Google Ads management for B2B demand
HED Creative does not run Google Ads as a pile of clicks. The account sits on search intent, ad-to-page fit, and which conversion is a conversation sales will take. The aim is demand that sales will work — not vanity traffic.
Why Google Ads accounts swell
Broad match, weak landing pages, spam counted as a lead, brand and acquisition in one campaign. Spend is visible; leads sales reject are not. The agency sends clicks and ROAS slides. Which queries become a proposal is never discussed. In B2B that means budget leaking into consumer searches.
No intent split
Research queries and buy queries sit in one group. Negatives are not alive.
The page does not keep the ad
The ad promises a product family; the page is “about us”. Quality score and CPC charge for that.
Inflated conversions
Scrolls, clicks and thank-you pages are treated as sales conversations.
The account is a hostage
No access, history gone. A takeover becomes a crisis.
What management means here
Search campaigns are split by commercial intent. Brand defence stays separate. Conversion follows your definition of a conversation worth having. If the page does not keep the promise, we do not force spend; the page is fixed in the same team. Meta and other channels are not this page’s job.
Google Ads, SEO, or both
Google Ads is the right channel when the offer is searched today and organic search does not yet carry that query. SEO compounds the same intent over months; it does not replace Ads. If brand queries leak to competitors, defence is its own campaign. Budget is not forced onto a weak landing page — the page has to keep the promise first.
What we take on in the account
Search structure
Campaign boundaries, search terms, negatives.
Measurement
Which action is a conversation or a proposal. No cosmetic micro-goals.
B2B discipline
Filter consumer queries; keep commercial intent.
Page fit
The click must land where the job finishes.
Budget reasons
Where money went, why something stopped — inspectable.
Account ownership
The account stays with the company.
When Google Ads is the right channel
The offer is searched today
Organic cannot carry it yet. A limited budget learns and holds intent.
SEO exists, brand queries leak to rivals
Brand defence is its own job, not an acquisition campaign.
Sales complains about lead quality
Forms fill, the sales line does not. Usually measurement and intent split.
A market test
Germany or Türkiye, bounded budget, real queries — not an awareness pack.
Who this is for
- B2B and industrial firms that are searched for but do not win enough usable enquiries
- Marketing teams with spend and no qualified demand for sales
- Companies changing agency without losing the account
- Teams with a site that must bind ads to pages
Commercial effect
- Queries are read. Money does not go to unspoken intent.
- Lead definition gets honest. What sales rejects is not counted as a conversion.
- Ad and page do the same job. The click does not land on a showcase.
- The account stays portable. Data and structure stay with the company.
How we work
Account and conversion definition first. Then structure, page, rhythm. No miracle ROAS at launch.
Read the account
Search terms, structure, measurement, rejected lead types.
Intent and negatives
What is kept, what is cut.
Campaign boundaries
Brand, acquisition, product family — unmixed.
Page check
No budget on pages that do not keep the promise.
Run
Search-term hygiene, budget moves, justified pauses.
Review
What was learned, what stopped, which test is next.
Measurement and the account
Conversion follows the action your sales team will take. Tags and access stay with you. Conversion API only if it serves the job — we do not sell a fashion stack.
What is different in this Ads work
B2B intent
No consumer campaign template.
The page in the same team
No spend on a rotten landing page.
The account is yours
No hostage.
No invented ROAS
No guaranteed positions.
Questions before a decision
Is the landing page included?
If it does not keep the promise, it is fixed. We do not force an ad onto a mismatched page.
Do you also run Meta?
This page is Google search. Other channels are separate.
Can you take over an existing account?
Yes, with access remaining yours. History is not wiped.
What budget is needed?
We do not invent a number without intent and market. The range is set in discovery.
About Google Ads management
What does Google Ads management actually do?
Structure, search terms, measurement, budget discipline. Clicks alone are not success.
Together with SEO?
Organic takes time. Ads holds intent that is searched today. Neither replaces the other.
How soon do we learn anything?
If the definition holds, structure becomes readable in the first weeks. No guaranteed rank.
Who owns the account?
The company. That is the default.
Can we start with a small budget?
If intent is narrow, yes. We will not spray a small budget across broad match.
Related pages
Tell us which query should become a proposal
Product, market and current spend — a short note is enough for a plain reading of the account.
Discuss your Google Ads goals
A budget range, what “qualified” means for you, and the current account if you have one are enough.
We separate account takeover from a new build, and which query should become a proposal.