B2B PPC and Lead Generation Without the Agency Layers
I’m Saurabh Srivastava, a Google Ads specialist with 12+ years of experience. I run B2B PPC campaigns that bring qualified leads from the people who make buying decisions. You get the focus of a specialist and the results of a performance-driven B2B PPC agency, from one person who handles your account personally.
- Google Ads built for long B2B sales cycles
- Lead quality tracked beyond the first form
- Budget moved toward keywords that create pipeline
- Flat monthly fee, never a percentage of spend
SEO Consulting Services Built Around Your Business
Most SEO fails for one reason: it chases rankings that don’t bring customers. A mental health practice ranking for broad wellness tips gets readers, not clients. A B2B company ranking for industry definitions gets students, not buyers.
My SEO consulting services start with your business. I learn who your ideal clients are, what they search before they contact you, and which services matter most to your revenue. Then I build rankings around those searches. Traffic matters only when it turns into enquiries.
Why B2B PPC Is Different
B2B Google Ads fail when they’re managed like consumer campaigns. The math is different:
- Clicks cost more, because competitors value each customer highly.
- Search volumes are smaller, so every irrelevant click hurts more.
- Many searchers aren't buyers. Students, job seekers, competitors and small businesses outside your market all search the same terms.
- The sale happens later. A form fill today might become a signed contract in three months.
A campaign optimized for cheap clicks or high form volume can look successful while sending your sales team leads they can’t close. Good B2B PPC is judged by one thing: how many real opportunities it creates for your business.
B2B Lead Generation Through Google Ads
People searching on Google are already looking for a solution. That makes Google Ads one of the most direct B2B lead generation channels available. You reach buyers at the moment they’re researching or comparing vendors, instead of interrupting them.
My approach to B2B lead generation focuses on quality over volume:
Buying-intent keywords
I target searches that show a business need, such as service names, solution categories and vendor comparisons, not broad informational terms.
Aggressive negative keywords
Detailed negative lists block job searches, students, free-tool seekers and consumer queries before they drain your budget.
Ads that qualify
Ad copy signals who you serve, including industry, company size or minimum engagement, so the wrong people don’t click.
Landing pages that convert decision-makers
I recommend page changes that show proof, clarify your offer and make the next step easy.
Lead quality tracking
Where possible, I connect Google Ads to your CRM, so campaigns optimize for qualified leads and deals, not just form fills.
Performance Marketing Built for Long Sales Cycles
B2B performance marketing means everything you spend is measured against results. For B2B, the challenge is that results take time to show.
I set up tracking that follows a lead through your sales process. That includes offline conversion imports from CRMs like HubSpot, Salesforce or Zoho, call tracking for phone enquiries, and lead values that reflect deal size. Google’s bidding then optimizes toward leads that become customers, not just the ones that fill in a form.
The result is a campaign that gets smarter every month, because it learns from your actual sales outcomes.
What You Get Instead of a B2B Digital Marketing Agency
A B2B digital marketing agency often manages your Google Ads through an account manager, a junior specialist and a reporting team. The people making daily decisions on your budget rarely speak with your sales team.
I have spent years leading a digital agency, CGColors, so I know how that structure works. With me, the person who learns your market is the person managing your campaigns every week.
- A specialist who understands your sales cycle
- Direct conversations about lead quality and deals
- Faster changes when something isn't working
- No layers between your feedback and your campaigns
A B2B Marketing Consultant Who Understands Your Business First
Great campaigns can’t fix a weak offer or an unclear message. Before I build anything, I look at your positioning, your ideal customers, your competitors and how your sales team closes deals.
As a B2B marketing consultant, I’ll tell you when the problem isn’t the ads. It might be an offer that doesn’t stand out, a landing page that doesn’t answer buyer questions, or a sales follow-up process that lets good leads go cold. Fixing those multiplies the value of every click.
B2B Companies I Work With
- SaaS and technology companies generating demo requests and trials
- IT services and managed service providers
- Professional services firms such as consulting, legal, finance and HR
- Manufacturers and industrial suppliers reaching distributors and business buyers
- B2B service providers with high-value contracts and long sales cycles
What to expect
Your First Month of B2B PPC
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Week 1
Sales process review
Your ideal customers, deal sizes, sales cycle and what makes a lead qualified.
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Week 2
Campaign and tracking plan
Buying-intent keywords, negative lists, and a plan for CRM and offline conversion tracking.
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Week 3
Launch
Tracking and CRM connections go live, then campaigns launch with strict negatives.
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Week 4 onward
Lead quality optimization
Weekly reviews, lead quality checks with your sales team, and monthly pipeline reports.
Questions.
What is B2B PPC?
B2B PPC is pay-per-click advertising aimed at business buyers. On Google Ads, that means targeting searches from people looking for business products or services, and measuring success by qualified leads and sales opportunities rather than clicks.
How do you avoid unqualified B2B leads?
Through tight keyword selection, detailed negative keywords, ad copy that states who you serve, and tracking lead quality in your CRM. Campaigns then optimize toward the leads your sales team actually wants.
Do you provide lead lists or cold outreach?
No. I generate inbound leads through Google Ads, from people actively searching for what you offer. I don’t sell contact lists or run cold calling or cold email campaigns.
What budget do B2B Google Ads need?
It depends on your market and keyword costs. B2B clicks often cost more than consumer clicks, so the budget needs to buy enough clicks to generate meaningful data. The free audit includes a recommendation based on real costs in your market.
Can Google Ads work in a niche B2B market with low search volume?
Often, yes. Low volume usually means less competition and higher intent. The key is capturing every relevant search and making sure each click has a strong chance to convert.
Can you connect Google Ads with my CRM?
Yes. I can set up offline conversion tracking with common CRMs, such as HubSpot, Salesforce and Zoho, so Google Ads learns which leads become customers.
Do you run LinkedIn ads for B2B?
My focus is Google Ads, where buyers are actively searching for solutions. That focus lets me manage each account closely and deliver better results in one channel.
Get a Free B2B PPC Audit
Find out how much of your budget is reaching real buyers, where leads are being lost, and how to create more pipeline from the same spend. I manage a limited number of B2B accounts, so yours gets my full attention.