Digital and services
B2B Google Ads consultant
Entrust your Google Ads campaigns to a certified consultant specialising in B2B. A well-configured Search or Performance Max campaign generates qualified quote requests within weeks and cuts your prospecting costs.
Leads fast, with a cost per lead that is controlled and measured every month.
B2B Google Ads consultant: what CVS Marketing does
CVS Marketing creates, manages and optimises Google Ads campaigns for B2B companies in energy, industry and construction. The agency combines Search campaigns on technical queries with Performance Max campaigns, measures every quote request with GA4 and Consent Mode v2, and reports on the cost per qualified lead every month.
Google Ads has been the name of Google’s advertising platform since 2018 (formerly Google AdWords). For a B2B company, it is the fastest lever for capturing existing demand: a buyer searching for “500 kVA generator rental” or “ATEX industrial connector” has an immediate need.
Our Google Ads services
Creating Google ads
We create relevant, engaging Google ads for the keywords we define together. We use every available asset (sitelinks, callouts, structured snippets, lead forms) to maximise the impact of your campaigns.
Setting up campaigns
We structure your campaign by keyword and ad group to maximise clicks and minimise lead acquisition costs. We advise you on how to integrate your business objectives: geographical targeting, relevant queries, ad delivery timing.
Optimisation and ROI tracking
An advertising campaign on Google can be a significant cost item for a business. We set up tracking of web enquiries or online sales generated by Google Ads in order to measure the return on investment and present it every month.
Search or Performance Max: which campaign for a B2B company?
The two campaign types serve different objectives. CVS Marketing usually combines them, with strict rules to protect lead quality.
| Criterion | Search campaign | Performance Max campaign |
|---|---|---|
| Principle | Text ads in Google search results, triggered by selected keywords | Automated campaign across all Google networks (Search, YouTube, Display, Gmail, Discover, Maps) |
| Control | High: choice of keywords, ads and exclusions | Lower: the algorithm chooses placements and audiences |
| B2B use | High-intent technical queries, quote requests, urgent rental | Additional volume, awareness, remarketing, once conversion tracking is reliable |
| Key to success | An up-to-date negative keyword list | Well-measured qualified conversions, brand exclusions and audience signals |
Performance Max works for B2B on one condition: the algorithm must learn from qualified conversions (quote requests, calls longer than 60 seconds), not from simple clicks or visits.
How to avoid unqualified leads
- B2B negative keywords: excluding queries from consumers, job seekers, training, spare parts or competitors.
- Targeting: areas served, opening hours, exclusion of countries with no activity.
- Qualifying ads: stating the target audience (“for manufacturers”, “B2B rental”) to discourage off-target clicks.
- Forms: company, sector and need fields to qualify each enquiry.
- CRM feedback: importing qualified leads and sales into Google Ads to train bidding on real customers.
Conversion tracking: GA4 and Consent Mode v2
A Google Ads campaign without reliable tracking optimises blindly. CVS Marketing sets up:
- tracking of quote requests, calls and forms in Google Analytics 4 and Google Ads;
- the Consent Mode v2, required by Google since March 2024 to measure and target users in the European Economic Area, linked to your consent banner;
- enhanced conversions and offline conversion imports from the CRM, where possible;
- a monthly report : spend, leads, cost per lead, conversion rate and planned actions.
How CVS Marketing manages your Google Ads campaigns
1. Audit
Analysis of the existing account or market: keywords, competitors, landing pages, conversion tracking. Deliverable: diagnosis and recommendations.
2. Structure
Search and Performance Max campaign plan, keywords and negatives, ads, budget and bidding. Deliverable: approved campaign plan.
3. Launch
Set-up, GA4 and Consent Mode v2 tracking, check of the first conversions. Deliverable: campaigns live and measured.
4. Optimisation
Adjustment of bids, search terms and ads, A/B testing. Deliverable: monthly cost-per-lead report.
Client case: Search and Performance Max campaigns
Vodafone IoT France: B2B lead generation for IoT connectivity
Context: Vodafone IoT France sells IoT connectivity solutions to businesses.
Assignment: CVS Marketing manages Google Ads Search and Performance Max campaigns, alongside LinkedIn prospecting and the SIDO trade show.
Frequently asked questions about Google Ads in B2B
What Google Ads budget should you plan for in B2B?
The budget is calculated from the objective: number of leads targeted, cost per click of the keywords and the website’s conversion rate. In B2B, search volumes are low and clicks expensive, but a single contract often covers several months of budget. CVS Marketing recommends a 2 to 3-month test phase to measure the real cost per lead before increasing spend.
Is Performance Max suitable for B2B?
Yes, provided the algorithm is fed with qualified conversions: quote requests, long calls, leads validated in the CRM. Without this tracking, Performance Max optimises towards poorly qualified contacts. CVS Marketing first launches Search campaigns on technical queries, then adds Performance Max once conversion tracking is reliable.
How do you avoid unqualified leads on Google Ads?
You need to combine an up-to-date negative keyword list (consumers, jobs, training), precise geographic and time targeting, ads that clearly state the B2B audience and forms that ask for the company and the need. Importing qualified leads from the CRM then lets Google bid on the profiles that become customers.
Google Ads or SEO for an industrial SME?
The two levers complement each other. Google Ads brings enquiries within days and lets you test keywords. Organic search (SEO) takes several months but then generates traffic with no cost per click. CVS Marketing often uses Google Ads to start quickly, then reduces reliance on ads as SEO progresses.
Why is Consent Mode v2 important?
Since March 2024, Google has required Consent Mode v2 to measure and target users in the European Economic Area. Without it, some conversions are no longer reported and campaigns optimise on incomplete data. CVS Marketing configures it with your consent banner when launching campaigns.
Your contact
Christelle Valentin Soupin, founder and managing director of CVS Marketing since 2018, with more than 25 years’ experience in B2B marketing, including more than 13 years as European Marketing Manager at Aggreko. View her LinkedIn profile
Page updated on 4 October 2026.
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