Optimise to deals, not form fills
A form fill is not a customer. We import offline conversions from your CRM so Google learns which leads became opportunities and which became revenue, then bid toward those. Journey-Aware Bidding, new in 2026, is built exactly for this longer lead-to-sale path.
On a B2B SaaS account, cutting wasted spend with negatives and a clean search-query process reallocated 31% of the budget within six weeks, without raising spend.
High-intent search, tight negatives
B2B keywords attract students, job seekers and competitors. We build around buying-intent queries, block the noise, and separate branded from non-branded so reporting is honest. With conversion rates near 2.5%, every wasted click is costly, so the discipline is in what we exclude as much as what we target.
Common questions
We tie Google Ads to pipeline, not form fills. By importing offline conversions from your CRM, the account learns which leads became opportunities and deals, and Journey-Aware Bidding optimises toward them. That stops the algorithm chasing cheap leads that never close, which is the main way B2B budgets get wasted.