Service · Demand Generation

Google Ads for capital goods.

In paid search for technical B2B, the winner is whoever excludes most precisely. The relevant queries are few and get lost in a lot of noise.

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In short

Google Ads works in technical B2B through precision: few keywords with clear commercial intent, extensive exclusion lists, a dedicated landing page per campaign goal and optimisation for qualified enquiries. A sensible starting budget is around €1,500 in media spend per month.

Definition

An exclusion list is a collection of search terms for which an ad is explicitly not shown. In technical B2B it is usually longer than the list of booked keywords, because queries with words such as “used”, “training”, “repair” or “degree” contain the same technical terms but no purchase intent.

01 · Starting point

Why Google Ads accounts in B2B often waste budget.

We regularly see accounts in which a large share of the budget goes to queries that can never lead to an enquiry.

The cause is almost always the same: broad match keywords without exclusion lists. A machine builder bidding on “conveyor system” then pays for searches by students, used machinery dealers and people looking for spare parts. The search terms report shows this within minutes.

A second mistake is automated bidding without sufficient data. With twelve conversions a month, no algorithm can learn. It then optimises for what it can measure, which is cheap clicks.

The third mistake concerns the goal. If you optimise for form fills, you get many cheap form fills. The system only learns whether they turn into proposals if the CRM reports back.

02 · Campaign types

What is used for what.

Campaign types in technical B2B
Type	Purpose	Share of budget	Note
Search, generic	Capture demand	45 to 60%	Exact and phrase match; broad match only with close monitoring
Search, brand	Defend your own brand	5 to 10%	Cheap, prevents competitors intercepting searches
Search, competitors	Capture alternative searches	0 to 10%	Check legally; only works with a clear differentiating message
Remarketing	Re-engage visitors	10 to 20%	Important for buying processes over several months
Demand Gen and YouTube	Build demand	10 to 25%	Sensible with existing content and patience
Performance Max	Automated delivery	0 to 15%	Use with care in B2B, as exclusions are limited

Guideline values for an account with a clearly defined segment in the DACH region. The split is adjusted based on data after the first three months.

Frequently asked

Frequently asked questions about Google Ads.

How much media budget do we need for Google Ads?

For a clearly defined segment in the DACH region, €1,500 to €5,000 media spend per month is a sensible start. Below that, long buying cycles produce too little data for decisions. Management fees are agreed separately.

How quickly do the first enquiries come in?

If landing pages are in place, usually within the first three to four weeks. The first weeks are mainly about exclusion. Efficiency typically improves markedly from the second month.

Is Google Ads worthwhile with very low search volume?

Volume alone is then small, but the order value can still justify it. In such cases we combine search with remarketing and LinkedIn rather than pushing budget into broad, unsuitable terms.

Should we bid on our own brand name?

Usually yes. Brand campaigns are cheap and prevent competitors from intercepting searches for your name. Whether this is necessary can be checked within a week.

Do we get access to the account?

The account runs in your name and is your property. We work via a manager account. Account, history and data remain fully with you.

Relevant next steps.

Working together

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