Google Ads B2B
Google Ads: pay for inquiries, not clicks
Google Ads campaigns where part of our compensation depends on an agreed KPI – you don’t pay for traffic alone. We run them focused on real sales inquiries, combining paid lead generation with cost and quality analysis. For companies entering the Polish market, that means campaigns built around local search behavior and payment norms, not a copy of campaigns that work in your home market.
Data from one of our clients, results after 6 months of Google Ads campaigns.
16+
years of experience
in B2B marketing
60+
clients
served
160 million
in sales generated
for clients
They trusted us
Google Ads is part of your Poland market entry
Launching in a new market usually means learning local ad platforms, payment norms, and buyer behavior from scratch. We run Google Ads campaigns built for the Polish market from day one, as part of a full market-entry plan: audit, strategy, and execution on the ground.
See how we support market entry to Poland →Why us
Benefits of Google Ads for B2B companies
Budget goes to keywords that lead to inquiries, not random traffic
We select intent-based keywords that address the specific needs of B2B companies, instead of paying for generic clicks.
Ads communicate the concrete value of the offer, not generic statements
Ad copy clearly shows what the client actually gains, instead of empty slogans that everyone ignores.
Spending under constant control, bids adjusted in real time
We monitor the budget and adjust bids so that money doesn't leak into ineffective keywords.
Why us
Pay for results,
not hours.
Most agencies charge a flat fee regardless of outcome. We tie part of our compensation to KPIs set before launch: the number of sales inquiries or customer acquisition cost.
This way, our interests are directly aligned with yours.
Who we work with
How Google Ads solves B2B companies' problems
Do you have a long sales cycle and little traffic on purchase keywords?
We start with an audit of your website and sales funnel to see if campaigns have a foundation to build on. Then we launch campaigns on intent keywords that address specific production needs and drive traffic to product pages with forms. Along the way, we optimize the path to maximize the chance of conversion. The result is a steady flow of inquiries from companies that are actually looking for a supplier, not just visitors to your site.
Before we propose anything
We always start
with an audit.
We review account structure, conversion tracking, and real customer acquisition cost before suggesting changes.
If the analysis shows there’s no viable growth path, we say so directly.
Scope of services
Scope of Google Ads services for B2B companies
Account and campaign audit
We review account structure, campaign history, settings, and traffic quality.
Keyword strategy
We select intent-based phrases that address the specific needs of B2B companies.
Conversion optimization for your website
The campaign is just the beginning.
Creating text ads
We write messages that highlight the concrete value of your offer.
Budget and bid management
We monitor spending and adjust bids to keep the cost per lead at an acceptable level.
Reporting and data analysis
We prepare reports that show not only the number of clicks, but above all the cost per inquiry and the conversion source.
A/B testing of ads
We regularly test different ad variations to see which messages perform best.
Quality score optimization
We work on improving ad and landing page quality to lower the cost per click.
Remarketing to decision makers
We set up remarketing campaigns that reach people who visited your site but did not leave an inquiry.
Transparency
Transparency of cooperation
How we measure results
We measure results based on the number of quote requests, cost per lead, and actual sales. Our team uses data from Google Analytics 4 and conversion tracking to show where leads come from and how much they cost. We do not count impressions or clicks, because they do not translate into revenue.
Why success fee pays off
Part of our compensation depends on results that Growth Group and the client agree on together. Here are five concrete reasons why this model makes sense for both sides.
Our interest is directly tied to yours
Part of our compensation depends on achieving the agreed KPI - if the goal is not met, our work becomes less profitable. Our team approaches the project as if it were our own business.
We start with a free audit
Zero risk at the start. Our team reviews your website, the competition, and market potential before proposing the scope of work and billing model.
KPIs set before we start, not after the fact
A specific goal is documented and tracked throughout the engagement. Both sides know what we are working toward.
You start with no setup costs
You do not pay to kick off the collaboration or to configure tools - we get to work as soon as the goal is agreed.
You pay less when there are no results
We don't measure our work by impressions or rankings, but by real leads. If results are missing, our compensation drops accordingly.
GET TO KNOW US BETTER
How cooperation with us looks
One team instead of several hires
Instead of hiring multiple people to handle SEO, advertising, content, and social media, clients get access to a full team within a single engagement. This saves time and money. There is no need to run recruitment, onboarding, or manage time off. We handle the entire marketing scope, and the client has one point of contact.
Direct contact with the person responsible
There is no layer of account managers relaying information. Clients speak directly with the person accountable for campaign performance. This shortens response times and eliminates misunderstandings. It is clear who is working on the project and who to call when questions arise.
Questions
Frequently asked questions
What are Google Ads for B2B companies and how do they differ from e-commerce campaigns?
Google Ads for B2B companies are campaigns focused on generating sales inquiries, not direct sales. We focus on intent-based keywords that people use when searching for specific services or products for their business. Unlike e-commerce, where a quick transaction matters, in B2B the quality of the lead and the cost of acquiring it are what count. You can find more about how we work on the B2B marketing agency page.
How long does it take for a Google Ads campaign to start delivering first results?
First inquiries can appear within the first few weeks, but stable results take time. Google needs about 2-4 weeks to collect data and optimize the campaign. During this time, we test ads, adjust bids, and check which keywords bring real leads. It is also important that your website is optimized for conversions, because that determines whether traffic turns into inquiries. This is a process that requires patience and continuous optimization, and we manage it from start to finish. If you want to know the details, check out the B2B marketing strategy.
We already had an agency and nothing came of it. Why would it be different with you?
The most common cause of failure is compensation that is detached from results. An agency earns the same regardless of outcomes, so it has no motivation to achieve goals. With us, part of the compensation depends on a KPI agreed upon before we start, so our interest is directly tied to yours. Additionally, we begin with a marketing audit to check whether campaigns even make sense. If we do not see potential, we say so directly. Moreover, we are not an external agency executing orders from a distance; we become part of your team, co-decide on priorities, and take responsibility for the outcome, not just for completing tasks.
It is too expensive for our company. What about costs?
We do not have a fixed price list because the cost depends on the scope and the starting situation. If you already have a team, we work on a success fee basis without a fixed retainer. If you do not have a team, we propose a low base fee plus a success fee, so the risk is shared. We provide a specific amount after a free audit, when we know exactly what needs to be done. This way, you pay for results, not for hours. This is often more cost-effective than maintaining your own marketing department. You might also consider working with an interim marketing manager who can lead the project without the cost of a full-time employee.
We do not have time to deal with this. Is that a problem?
No, that is not a problem. After the audit, we take over the management of activities and report results. From your side, we need a decision on the goal and approval of the plan, not day-to-day management. We handle campaigns, website optimization, and reporting, so you can focus on your business. This is a cooperation model designed to relieve you of daily marketing duties. If you want to see how it works in practice, check out website positioning in Bydgoszcz or website positioning in Toruń.
How do I know it will work in my industry?
We do not assume that from the start. The audit includes an analysis of your competition and the real potential in your industry. We check which keywords are being searched, what competitor campaigns look like, and whether there is room to acquire customers. If the analysis shows that there is no sensible growth path, we say so directly. We do not want to take money for something that has no chance of success. It is better for you if we tell the truth right away than promise results that cannot be achieved.
Let's talk about your growth.
Free consultation and audit of your marketing and sales situation. No obligation.
You pay for results, not for hourly rates
We start with an audit and agree on a goal together. Most of our fee depends on the results we actually deliver, not on time spent on the task.
FROM THE BLOG
A B2B marketing agency and interim marketing management for companies across Poland and beyond.
Contact
- biuro@growthgroup.pl
- +48 512 840 154
- Poland
Kuyavian-Pomeranian region