Google Ads for B2B companies that need quotable leads, not form fills
Most B2B agencies report cost per lead. The problem is that a spam submission and a £50,000 contract enquiry look identical in their reporting. We track cost per quotable lead so your ad spend drives pipeline, not just activity.
How many of these apply to you?
If your B2B Google Ads feel like a black box, you’re not alone. Tick the ones that sound familiar.
How we fix B2B Google Ads
The problems we see in every underperforming B2B account, and what a fixed account looks like.
Google says you got 50 leads at £40 each. Your sales team says half were spam. Nobody is reporting the real cost of a lead worth quoting on.
Precision Tracking categorises every lead by quality and feeds quoted values into your reporting. You see cost per quotable lead, not cost per form fill.
Multiple services sharing one budget means you can’t see which ones generate real opportunities and which quietly waste money.
Each service gets its own campaigns, budgets, and performance data so you can shift spend to the lines with the best margins.
Smart Bidding treats a spam form fill and a £50,000 contract enquiry as the same signal, so it optimises for volume, not value.
Quote values attached to quotable leads feed back to Google so Smart Bidding learns which clicks lead to real pipeline.
They celebrate when lead volume goes up, but B2B has longer sales cycles, fewer conversions, and a massive gap between a form fill and a signed contract.
Campaigns built around B2B buying behaviour: tighter keywords, lead quality feedback loops, and the Island Hopping approach that proves ROI on one service before expanding.
You get a monthly PDF full of vanity metrics but nobody is in the account making decisions that move the needle.
One specialist, your account. Monthly strategy calls, Loom walkthroughs, and recommendations that go beyond Google Ads.
See how it works
Watch Tom break down how we generate quotable B2B leads with Google Ads, and why most agencies are reporting numbers that mean nothing to your sales team.
You will see how Precision Tracking separates quotable leads from noise, why cost per lead is a vanity metric, and what to ask your agency if they can not tell you cost per quotable lead.
Client results
Real B2B businesses, real numbers. These are live accounts managed right now.
Building Compliance
Jostec: from unreliable leads to our highest-performing account
Building compliance specialists with 11 services but no way to measure which campaigns worked. We built dedicated campaigns per service, installed Precision Tracking, and now achieve a 12.5% click-to-qualified-lead rate.
B2B / Construction
Quick Space: from untracked spend to £2M+ pipeline
High-value temporary building supplier with CPCs that had tripled and 84% of impressions lost to budget. We switched bidding strategy, halved CPCs, and installed tracking that proved a single deal covered years of ad spend.
Commercial Flooring
Selby Contract Flooring: doubled efficiency in one month
30 years of agency changes had left the account bloated with 31 campaigns. We stripped it back to 2 focused campaigns, added negative keywords, and got 65% more conversions on 25% less spend.
What our B2B clients say
Hear directly from the businesses we work with about how Precision Tracking and our B2B approach changed their Google Ads results.
Jostec
Adam describes how structured campaigns across 11 service lines and Precision Tracking turned scattered Google Ads into measurable, scalable growth, giving the sales team a clear pipeline of genuine opportunities.
Building Compliance / B2B Services
WLS
Elliott Martin talks about moving from guesswork to complete visibility, knowing exactly which campaigns generate qualified leads and real revenue, so budget scales into the services that close.
Fire & Security Systems / Commercial & Residential
Frequently asked questions
Common questions about B2B Google Ads management.
Different discipline entirely. eCommerce is about product feeds, Shopping structure, and ROAS by SKU. B2B has longer sales cycles, higher deal values, fewer conversions, and a massive gap between a form fill and a signed contract. B2B PPC needs tighter keyword targeting, lead quality tracking, and bidding strategies that work with limited conversion volume.
Cost per quotable lead only counts leads your sales team could send a quote or proposal to. If you spent £2,000 last month and got 50 form fills but only 12 were genuine opportunities, your cost per quotable lead is £167, not £40. That is the number that reflects how hard your Google Ads is working.
Precision Tracking sits alongside your existing Google Ads conversion tracking. Every lead gets categorised by quality: quotable, not quotable, or spam. Quotable leads get a quote value attached when your sales team sends a proposal. This data flows into your reporting so you can see cost per quotable lead by campaign, by service, and by keyword theme.
Most B2B clients see measurable improvements within the first 90 days. Weeks one and two typically produce an immediate reduction in wasted spend by blocking irrelevant search terms and fixing tracking. By weeks seven to twelve you have clean data showing cost per quotable lead by service and a campaign structure actively optimising for lead quality.
That is exactly who this approach is built for. If your business has multiple service lines with different margins, you need separate campaigns with separate budgets and separate performance data for each. We use the Island Hopping approach: prove ROI on your strongest service first, then expand into the next.
We typically work with B2B businesses spending £3,000 or more per month on Google Ads. Below that threshold, the data volume is often too low for meaningful optimisation across multiple services. The more important question is what you are getting for that spend. If you have no idea which services your leads relate to or whether those leads are even quotable, you are almost certainly wasting a significant portion of your budget.
Find out what your B2B Google Ads are really delivering
A free discovery call with our team. No deck. No pitch. No obligation.