Google Ads for B2B and SaaS.
Is your account bidding on deals or downloads?
B2B lead generation is my background, not a sideline. Most accounts tell Google every form fill is a win, so the bidding finds the cheapest ones: ebook downloads, students, trials nobody activates. I audit your Google Ads and show you which clicks turn into deals. No pitch. You keep the report.
Takes 24-48 hours. You keep the report regardless.
Running Google Ads since 2007, including search strategy for CarMax and paid search programs for resellers of Adobe, Citrix, VMware, Sage and Rackspace. Google Partner.
- People hunting for a free tool cost more per click than people shopping for one
- "Payroll software" tops out at $167.40 a click
- The audit checks what your bidding is actually chasing
Based on market data from Google Keyword Planner, United States, October 2026: the low and high top-of-page bid for each search.
The conversion Google sees isn't the sale.
A B2B sale closes weeks or months after the click, in your CRM, where Google can't see it. Unless the account sends that back, the bidding optimizes for whatever happens on the website, and the cheapest website action wins.
Offline conversion imports and enhanced conversions for leads are standard Google Ads features. What they need is a CRM that records lead stages.
Four things that decide whether B2B ads pay off.
Every audit covers the whole account, but these four areas decide how much of the budget reaches qualified pipeline.
Conversion Actions
Which actions are primary and steering the bidding. I flag content downloads, newsletter signups and page visits counted as leads, and check whether CRM stages come back at all.
Search Terms
Job seekers, students, "what is" research, free-tool hunters, and existing customers searching for your login or support page. I pull the full search terms report and show you what's recoverable each month.
Brand and Competitor Campaigns
Whether your own brand searches are mixed in with everything else and making the results look better than they are, and whether competitor campaigns are judged on pipeline or clicks.
Offers and Landing Pages
Whether each campaign sends people to the right offer, demo, trial or pricing, and whether the form asks enough to tell a buyer from a student.
How most B2B accounts are set up, and what I change.
The same budget goes a lot further when the bidding knows which clicks turn into deals.
A B2B click can cost more than $100.
US average monthly searches and top of page bid ranges from Google Keyword Planner data, pulled October 2026. At these prices, letting the bidding chase downloads and students is the most expensive mistake in the account.
| Search term | Monthly searches | Top of page bid |
|---|---|---|
| crm software | 201,000 | $7.14 to $51.57 |
| project management software | 201,000 | $9.43 to $43.42 |
| accounting software | 135,000 | $15.00 to $56.19 |
| email marketing software | 135,000 | $50.00 to $102.07 |
| what is crm | 33,100 | $2.35 to $16.12 |
| payroll software | 27,100 | $24.35 to $167.40 |
| managed it services | 22,200 | $20.00 to $60.00 |
| hr software | 9,900 | $13.49 to $91.21 |
| help desk software | 5,400 | $31.61 to $70.08 |
| free crm | 5,400 | $12.63 to $71.49 |
How I set up Google Ads for a B2B or SaaS company.
Each kind of search gets its own campaign, budget and offer, and every campaign is judged on what reaches your CRM. Here's what changes from one to the next.
Category searches
"crm software" gets 201,000 searches a month at top bids up to $51.57. The volume is real, but so is the mix of buyers, students and researchers. These campaigns lead with a demo or trial and carry the longest negative keyword lists.
Competitor alternatives
Searches for alternatives to the two best-known CRM brands topped out at $53.52 and $77.99 a click. They come from people already shopping. They get their own campaign and budget, are judged on pipeline, and keep competitors' trademarks out of the ad text.
Free and research searches
"free crm" tops out at $71.49 and "crm software free" at $62.60, both above "crm software" itself. "what is crm" gets 33,100 searches at much lower bids, but those people are learning, not buying. Unless you sell a free plan on purpose, free searches are blocked and research searches go to content, not a demo form.
Your own brand
Brand searches usually cost little and convert well, because those people already know you. They get their own campaign and their own line in the report, so they can't make the rest of the account look better than it is.
Jobs, logins and support
"crm jobs" only costs $0.30 to $2.24 a click, but every one of those clicks is wasted. Job, login, support and billing searches from existing customers are blocked across the account.
Lead stages from your CRM
Qualified leads, opportunities and closed deals go back into Google Ads through offline conversion imports or enhanced conversions for leads. The bidding then learns from the leads your sales team keeps, not every form that gets filled out.
Three steps. 48 hours. No fluff.
I keep it simple on purpose. The point is for you to understand what I found, not to sit through a 60-minute presentation.
Share read-only access
You grant read-only access to your Google Ads account. Takes about two minutes. I can't make changes or see billing details. Just the campaign data.
2 minutesI pull the data and build the report
I review conversion actions and CRM imports, search terms, brand and competitor campaigns, and landing pages. You get a complete written report, not a slide deck with screenshots.
24-48 hoursReview it. Decide what's next.
I walk you through the findings on a video call. If the numbers don't justify hiring me, I'll tell you that. You keep the report either way.
Your callBuilt for B2B and SaaS companies.
Companies running Google Ads for demos, trials or sales conversations, who want to know which ads produce pipeline and which just produce form fills.
SaaS Companies
Software companies selling through trials, demos or both, where the real conversion happens weeks after the click.
- Trial signups that never activate
- Demo requests sales won't take
- Bidding on form fills, not pipeline
- Competitor campaigns with no clear return
- Spending more each month without clearer results
B2B Service and Software Companies
Sales-led companies with long cycles and a CRM full of leads nobody can trace back to an ad.
- Leads that don't match the buyer
- No CRM data coming back to Google Ads
- Brand searches inflating the results
- Paying an agency without clear reporting
- An in-house team that wants a second opinion
One person runs your account.
I'm Charles Williams. I run every account personally. No junior team, no account rotation.
Common Questions
Yes. No credit card, no trial, no catch. I pull your account data, build the report, and walk you through it at no cost. If you want to work together after that, we can talk about it. If not, you keep the report.
Two parts: the clicks and the management. In Keyword Planner data from October 2026, top of page bids ran $7.14 to $51.57 for "crm software" and $24.35 to $167.40 for "payroll software." For management I charge a fixed monthly fee, quoted up front and never a percentage of your ad spend, and I work with ad budgets from $1,500 a month.
Yes, if your CRM records lead stages. I set up offline conversion imports or enhanced conversions for leads, so Google sees which clicks became qualified leads, opportunities or customers, and the bidding follows those. Long sales cycles mean it takes time to learn, so the account keeps tracking form fills too, just without bidding on them.
Sometimes. Searches for alternatives to well-known tools are expensive but come from people already shopping. Run them in their own campaign with their own budget, judge them on pipeline rather than clicks, and keep competitors' trademarks out of your ad text.
Yes. I can run the account, or work alongside your team as a strategist who reviews the account and the plan with you. Either way the audit comes first.
No. I work month-to-month, and you can cancel anytime.
That's fine and more common than you'd think. The audit is independent of whoever is managing your account. You'll get an honest read on what's working and what isn't. What you do with that information is completely up to you.
Read-only access to your Google Ads account. That means you add me as a read-only user. I can see your campaign data but cannot make changes, see your billing, or access anything outside of Google Ads. Takes about two minutes to set up. I'll send instructions when you submit the form.
No. Your account data is used solely to produce your audit report. I don't share it with third parties, use it for any other purpose, or retain it after the engagement ends.
Find out what your bidding is really chasing.
Takes 2 minutes to request. Report delivered in 24-48 hours. No cost, no commitment.
No long-term contracts. I work month-to-month, and you can cancel anytime.
"High Priority Marketing consistently outperformed all other agencies, delivering a steady flow of leads at a highly competitive price per lead."
David B.
Bellandi Group
Request received.
You'll hear from Charles within 24 hours with next steps for granting read-only access. Check your inbox.
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Skip the email back-and-forth. Lock in a time now while you're thinking about it.
If you run Google Ads, I'll email simple steps for read-only access. Nothing is shared until you approve it in your account, and I don't share your information with third parties. Read our privacy policy.