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Most US B2B Google Ads accounts are optimised toward MQLs that never close. We configure offline conversion imports, ICP filtering, and Smart Bidding against the signals your revenue team actually uses.
You are spending $10K–$50K per month on Google Ads to generate trials, demos, or qualified conversations. Your ICP is specific — company size, industry, tech stack, geography — and most of the leads Google Ads produces do not match it. You need ICP filtering built into audience targeting and offline conversion imports that tell Google which leads actually converted to pipeline.
You are a managed services provider, consulting firm, legal or financial services business, or B2B services company with a defined service area and a deal size of $20,000 or more. Your sales cycle is 60–180 days and your CRM holds the data that matters. Google Ads is one channel in a multi-touch funnel and you need it attributed correctly before you can decide how much it deserves.
You are a DTC brand or multi-SKU retailer spending $5K–$100K+ per month on Shopping and Search. Your current ROAS attribution is last-click and you have a nagging sense that it overstates Google's role in the purchase path. You want a data-driven attribution model, margin-weighted Shopping campaigns, and Performance Max introduced at the right time, not by default.
The most common failure mode in US B2B Google Ads is using form submissions or trial signups as the primary conversion event. Google optimises for volume of that event, which means the algorithm finds people most likely to fill out a form — not people most likely to become customers. Without a CRM-connected offline conversion import that passes SQL or opportunity status back to Google, the algorithm is solving the wrong problem at scale.
US B2B keywords are expensive. "Enterprise cybersecurity software" or "construction project management software" can cost $30–$80 per click. When audience targeting is broad and the ICP is not encoded into the campaign, you pay top-of-market CPCs for traffic from SMBs, students, and competitors. Account-based audience lists, company-size modifiers, and industry-level exclusions are not optional at $20K+ monthly spend.
Most US B2B companies use Salesforce or HubSpot as the source of truth for revenue. Most of those companies have never completed a proper offline conversion import. As a result, Google Ads takes credit for leads it touched and the CRM shows a different number for the same campaigns. Marketing and sales argue about which number is real. The fix is a direct integration — not a manual reconciliation exercise every quarter.
Performance Max has been aggressively positioned by Google and many US accounts have it running alongside well-performing Search campaigns without proper brand exclusions or asset group segmentation. PMax will preferentially serve branded searches and bottom-of-funnel queries that Search was already winning at lower cost. The result is increased spend on impressions that would have converted anyway, with the credit going to PMax. Auditing PMax versus Search cannibalisation is one of the first things we do in any US account review.
We build the offline conversion import pipeline between Google Ads and your CRM — Salesforce, HubSpot, Pipedrive, or equivalent. We define which CRM stages map to which conversion events in Google: MQL, SQL, opportunity created, closed-won. Google receives the signals that reflect real revenue, not just top-of-funnel activity. This is the foundation every other optimisation decision rests on.
We build Customer Match lists from your existing CRM data, configure in-market and intent-based audience layers, and apply company-size, industry, and job-function modifiers using available audience data. For SaaS, we set up audience exclusions for competitor employees, students, and non-ICP company categories. The goal is to have the algorithm competing for the right searches from the right people.
Search campaigns are segmented by funnel stage, product line, and match type. Shopping campaigns are structured by product margin tier and inventory priority. Performance Max is introduced only when Search campaigns have proven conversion patterns and sufficient conversion volume — and it is launched with full brand exclusions and proper asset group structure.
Keyword selection in competitive US markets requires filtering out research-intent, competitor-research, and student-intent queries from the outset. We build negative keyword lists that disqualify non-ICP traffic at launch — 300+ negatives minimum — and add to them weekly from search term reports. Exact match protects high-intent budget. Phrase match is monitored closely for query drift.
Weekly: search term analysis, ad copy performance review, bid strategy health checks, audience performance. Monthly: spend, conversions by CRM stage, cost per MQL, cost per SQL, cost per opportunity, and pipeline attributed. For e-commerce: ROAS by product category, new vs. returning customer acquisition cost, and Shopping vs. Search contribution.
The standard approach uses Google Click ID (GCLID) capture on your forms, which stores the click identifier in your CRM contact record. When a contact reaches a defined CRM stage — SQL, opportunity, closed-won — a conversion import is triggered, either through a native integration (Salesforce Sales Cloud, HubSpot both have direct Google Ads connections) or through a CSV upload or API. The import sends the GCLID and conversion value back to Google, and Smart Bidding uses it as a training signal. We set up and test this integration as part of the initial build phase.
$5,000 per month is the practical minimum for most B2B SaaS and professional services categories, given CPCs of $15–$80 in competitive segments. At $5K–$10K, conversion volume accumulates slowly and Smart Bidding takes longer to calibrate. Accounts at $20,000+ per month can move through the learning period faster and see Smart Bidding improvements within the first 60 days. We will give you a specific assessment in the audit.
Performance Max is appropriate for accounts that have proven Search campaign performance, sufficient conversion volume, and high-quality creative assets or a well-structured Shopping feed. For most US B2B accounts, Performance Max should follow proven Search campaigns, not precede them. For e-commerce, PMax can be introduced earlier but requires proper brand exclusions and asset group segmentation to prevent cannibalisation. We audit the Search vs. PMax balance in every account review.
Pipeline improvement is visible in two stages. First, MQL quality improves within 30–45 days as ICP audience filters and negative keywords take effect — the CRM shows fewer non-ICP contacts. Second, cost per SQL and cost per opportunity improve over 60–90 days as offline conversion signals train Smart Bidding toward revenue-producing searches. Accounts with shorter sales cycles see the second stage faster than those with 90+ day cycles.
Ignited Nepal is not an agency. The commercial difference is that most agencies charge a percentage of ad spend, which creates an incentive to grow your budget regardless of returns. We charge a flat management fee and make budget recommendations based on what the data supports. The methodological difference is that we start with attribution — specifically offline conversion imports and CRM integration — before any bidding work begins. Most agencies do not do this because it requires CRM access and technical setup that is harder than account management alone.
Not a black box. Real specialists you can call, with their names on the work.
The audit covers your conversion tracking and CRM integration status, campaign architecture, ICP audience setup, Performance Max vs. Search attribution, and current cost-per-pipeline metrics. You receive a written findings document within five business days with a prioritised action list. No retainer is required to receive the audit.
5-day turnaround · Account audit + attribution review · No retainer required
Ignited Nepal
Growth engineering · replies within 1 business day
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