Stop chasing leads
Start winning deals
We help B2B companies dominate Google and Bing with intent-driven paid search campaigns that convert high-value searchers into qualified pipeline.
Why Paid Search
Capture buyers at the moment of intent
Intent-Based Targeting
Capture buyers actively searching for your solution with high-intent keywords across Google and Bing.
Qualified Traffic
Drive visitors who are ready to buy, not just browse. Every click represents real purchase intent.
Measurable ROI
Track every dollar from click to close. Know exactly which campaigns drive revenue.
Scalable Growth
Expand winning campaigns profitably. Scale spend as you hit ROI targets.
Success Story
From broad keywords to bottom-funnel wins
How we shifted focus from generic TOFU keywords to high-intent BOFU terms that actually convert.
Keyword Strategy Overhaul
BOFU Keyword Optimization
Shifting from generic terms to high-intent searches
186%
Increase in Opened Accounts
42%
Lower CPA
3 mo
Time to Results
The Challenge
The client was bidding on broad TOFU keywords like "business account" and "company banking" that attracted researchers, not buyers. Their $60K/month spend was generating clicks but very few qualified leads ready to open an account.
- Targeting generic terms like 'business account' with low intent
- Competing with major banks on expensive head terms
- No differentiation between research and purchase intent
- Leads not ready to convert, extending sales cycles
Our Solution
We rebuilt the keyword strategy around BOFU terms like "business bank account for small business" and "open business account online UK" — specific, high-intent phrases from prospects ready to act. This shifted spend toward keywords with clear purchase intent.
- Prioritized BOFU keywords with clear purchase intent
- Built campaigns around specific use cases and niches
- Created ad copy matching bottom-funnel search intent
- Implemented negative keywords to filter out researchers
Our Process
6-phase paid search framework
A proven methodology for building and scaling profitable search campaigns on Google and Bing.
Phase 01
Revenue Keyword Mapping
- Identify high-intent BOFU keywords that signal buying readiness
- Map keywords to your sales funnel stages and deal sizes
- Uncover competitor blind spots with gap analysis
- Build negative keyword lists to block unqualified traffic
Outcome: A keyword foundation that prioritizes revenue-generating search terms.
Phase 02
Pipeline-Focused Structure
- Segment campaigns by product line, deal size, or buying stage
- Build remarketing campaigns to re-engage warm prospects
- Separate brand defense from conquest strategies
- Allocate budget based on pipeline contribution, not just volume
Outcome: Account architecture that mirrors your B2B sales process.
Phase 03
Conversion-Driven Creatives
- Write ad copy that speaks to B2B pain points and outcomes
- Test value propositions against your top competitors
- Deploy extensions that build credibility (reviews, certifications)
- Create urgency without discounting your enterprise value
Outcome: Ads that attract decision-makers and filter out tire-kickers.
Phase 04
Lead Quality Optimization
- Align landing pages with specific keyword intent
- Implement progressive profiling to qualify leads faster
- A/B test forms, CTAs, and social proof elements
- Connect conversion data back to CRM for closed-loop tracking
Outcome: Higher quality leads that your sales team wants to call.
Phase 05
CAC & ROAS Management
- Set bids based on actual customer lifetime value
- Shift budget from MQL volume to SQL and revenue metrics
- Use offline conversion imports to optimize for real outcomes
- Daypart and device-adjust based on when buyers convert
Outcome: Lower customer acquisition costs with higher deal values.
Phase 06
Scale What Works
- Double down on campaigns hitting target CAC and ROAS
- Expand to new keyword territories once core is profitable
- Layer in Microsoft Ads to capture incremental B2B audience
- Weekly reviews tied to pipeline and revenue, not just clicks
Outcome: Predictable, profitable growth from paid search.
Platforms We Master
Full coverage across search engines
Google Ads
Search, Display, YouTube
- Search campaigns for high-intent keywords
- Performance Max for full-funnel coverage
- Display remarketing for staying top-of-mind
- YouTube ads for brand awareness
Microsoft Advertising
Bing, Yahoo, DuckDuckGo
- Lower CPCs than Google (often 30-40% less)
- Higher-income, older demographic
- LinkedIn profile targeting integration
- Import campaigns directly from Google
Ready to turn search into your #1 revenue driver?
Book a free PPC audit call. We'll review your Google and Bing accounts and show you exactly where the opportunities are.
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