Fewer leads.
Better pipeline.

Because cost per lead is the metric most likely to mislead you in B2B. If the account optimizes toward form fills, Google will reliably find you the cheapest ones - and the cheapest are almost always the least qualified. The fix is to give the algorithm a better definition of success by importing lead stages from your CRM, so it learns what a good lead looks like rather than what a fast one looks like. Cost per lead usually rises when we do this. Cost per opportunity falls.

It is the mechanism that sends your CRM's verdict back to Google - this lead became an opportunity, this one closed, this one was junk - so bidding can optimize toward outcomes it would otherwise never see. In B2B it is the single highest-leverage thing you can build, because the sale happens weeks after the click and outside anything the platform can observe. If your sales cycle is longer than a month, you need it.

By being honest about what can be known and when. Early on we optimize toward the best leading indicator available - usually a qualified opportunity rather than a closed deal - and set attribution windows to match your actual cycle rather than the platform default. We also tell you plainly that a true cost-per-closed-deal figure will not exist in month one, and treat anyone who promises otherwise as a warning sign.

Sometimes, and it is rarely as clever as it looks. It is expensive because your quality score on their brand will be poor, it invites retaliation on yours, and it converts badly unless you have a genuinely sharp differentiator to lead with. Where there is a real switching story - a specific integration, a pricing model, a capability they lack - it can work. Where the ad just says you are better, it burns money.

Cautiously, and usually not first. PMax optimizes toward the conversion signal it is given, which in B2B is often a form fill of unknown quality, and it offers limited visibility into where spend went. With clean offline conversion data feeding it and strong negative lists it can work. Without those it tends to find you the cheapest, least qualified leads very efficiently.

B2B search is expensive per click and thin on volume, so the honest floor is usually higher than clients expect. What matters is whether you can generate enough qualified conversations for the data to mean anything - a handful of leads a month will not let any algorithm learn. We work that out from your deal size and close rate on the call, and we will say so if the numbers do not support it.

Yes, and the accounts that work best are the ones where we do. Marketing and sales disagreeing on what a qualified lead means is the most common root cause of a B2B account that looks fine on paper and is resented internally. We would rather have that argument in week one than discover it in month six.

They solve different problems. Google captures people already looking for a solution to a problem they have named. LinkedIn reaches people who fit your customer profile but have not started looking. If you sell into a category with real search volume, start with Google - the intent is already there and it is cheaper to convert. If nobody is searching for what you do yet, that is a demand-creation problem and Google Search alone will not solve it.

That is most of the job. Qualifying fields on the form, negative keywords that strip out research and careers traffic, bid weighting driven by CRM stages, and a monthly review of actual leads with your sales team. We would rather deliver fewer, better conversations than a chart that goes up while your team quietly stops following up.

Leads within two to four weeks of restructure. Meaningful lead-quality signal takes about 60 days, because the CRM has to accumulate enough decisions to be worth learning from. Cost per closed deal takes one full sales cycle - if yours is six months, that is when you will know, and we will not pretend otherwise.

We build the conversion path the campaigns need - pages that answer the specific search rather than describing your company, with forms qualified enough to filter but short enough to complete. We are not rebuilding your whole site, though we will tell you where it is costing you conversions.

We will tell you on the call. We turn down work that is not a fit - usually because search volume in the category is too thin to justify management, the deal size cannot support B2B click costs, or there is no CRM discipline to feed the loop that makes the account work. Either way you will leave the call knowing exactly what to fix next.

30 minutes. We look at your account, your sales cycle and what a qualified opportunity is actually worth, find the biggest leak between click and pipeline, and tell you exactly what we would do in your first 90 days. If we are a fit, we talk pricing. If not, no hard feelings - no follow-up sequence, no pressure.