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Australian B2B and e-commerce accounts routinely spend $10K–$30K per month with no verified link between ad spend and CRM pipeline. We fix attribution before Smart Bidding touches a single dollar.
B2B companies with longer sales cycles
E-commerce and retail brands targeting the Australian market
Growth-stage companies scaling from $3K to $20K+ monthly spend
Australian B2B accounts often show strong conversion numbers in Google Ads while the CRM tells a different story. Form fills are being counted as conversions, but many of those form fills are from non-ICP contacts, competitors, or job seekers. Without offline conversion imports pulling closed deals back into Google Ads, the algorithm optimises for quantity of leads rather than quality.
Branded search traffic converts at high rates and low cost because the user already knows you. When branded and non-branded campaigns share a budget, branded traffic inflates overall ROAS figures and masks the true cost of acquiring new customers through non-branded search. These need to be separated so you know what growth is actually costing.
Google recommends activating Smart Bidding after 30 conversions in 30 days. Many Australian accounts turn it on after five or ten conversions, or with a micro-conversion (page view, scroll depth) as the primary goal. The algorithm then optimises for the wrong thing at scale. We see this regularly in accounts that have been "optimised" by automated recommendations.
For B2B accounts in particular, the gap between a Google Ads lead and a won deal can be weeks or months. Without a feedback loop from the CRM — even a simple import of won/lost deal status — Google Ads is operating blind on the back half of the funnel. Ad spend gets allocated to campaigns that fill the CRM with leads, not campaigns that fill the pipeline with buyers.
We set up or audit conversion tracking across form submissions, phone calls (using call tracking numbers where needed), and CRM pipeline events. For B2B clients, we configure offline conversion imports so that Google Ads receives won-deal signals from your CRM — HubSpot, Salesforce, Pipedrive, or equivalent. Smart Bidding does not activate until this data pipeline is clean.
We segment campaigns by intent stage, match type, audience, and product or service line. Branded and non-branded campaigns are always separated. Geographic segmentation is applied where Sydney, Melbourne, Brisbane, and Perth differ in conversion rate or cost per click. The account structure is documented so your team can audit it at any time.
We build keyword lists from first principles: search volume data, competitor auction intelligence, and search term reports from any existing campaigns. Exact match protects high-intent budget. Phrase match extends reach. We launch with a minimum of 300 negatives and add to the list weekly from search term data.
For B2B accounts, we layer Customer Match, in-market, and lookalike audiences onto Search campaigns and use audience observation to identify which segments convert at the lowest cost. For e-commerce, we build remarketing lists segmented by funnel stage — cart abandoners, past purchasers, high-value visitors — and apply appropriate bid adjustments.
Weekly: search term pruning, ad copy rotation analysis, bid strategy health checks. Monthly: spend, conversions, cost per conversion, ROAS, and — for B2B — pipeline influenced and deals attributed. Reports are written in plain language with a clear next-action recommendation.
Offline conversion imports are the correct solution. We connect Google Ads to your CRM so that when a deal closes — weeks or months after the initial click — that conversion signal is sent back to Google. The algorithm then learns which search terms, ads, and audiences actually produce closed revenue, not just form fills. This requires a CRM that can export deal status by contact source, which most modern CRMs support natively.
$3,000 per month is the practical floor for most categories in Australian capital cities, where cost-per-click for competitive terms often runs $8–$25. At that level, you can generate enough conversion data to inform decisions, but Smart Bidding will take longer to activate. Accounts spending $10,000 or more per month typically reach Smart Bidding thresholds within the first 30 days and see faster ROAS improvement.
Performance Max is worth running when you have clean conversion tracking, a Shopping feed or creative assets of sufficient quality, and a budget large enough for the algorithm to explore across channels. For most accounts we audit, the priority is getting Search campaigns performing correctly first. We introduce Performance Max as a deliberate expansion move, not as a default setting.
Google Ads captures demand — it reaches buyers who are actively searching for what you sell. LinkedIn creates demand — it reaches buyers before they are searching. The two channels work best when they share ICP criteria and when CRM data feeds back into both. We manage Google Ads specifically, but we design the attribution setup to work alongside whatever LinkedIn activity you are running.
Ignited Nepal is not an agency. We are a growth engineering company, and the difference is in how we measure. Our engagements start with attribution and do not activate Smart Bidding until conversion data is clean. We report on revenue metrics — ROAS, cost per acquired customer, pipeline influenced — not on clicks and impressions. We also charge a flat management fee rather than a percentage-of-spend model that creates an incentive to increase your budget regardless of returns.
The audit covers your conversion tracking and CRM integration, campaign architecture, keyword strategy, and current ROAS or cost-per-acquisition figures. You receive a written document within five business days with exact findings and a prioritised fix list. No retainer is required to receive the audit.
5-day turnaround · Account audit + attribution review · No retainer required