Paid media in B2B often feels like a gamble—budgets vanish into vague clicks, while high-intent buyers slip away unnoticed. But what if you could transform Google Ads from a cost center into a pipeline engine?
In a recent webinar, New Breed’s growth experts—Everett Ackerman, Baili Olive, and Rider Gordon—shared a battle-tested framework to do just that. Here’s how to refocus your strategy on lead quality over quantity and capture demand when it matters most.
Demand Creation vs. Demand Capture
Traditional B2B marketing strategies often emphasize Demand Creation—generating interest before buyers actively search for a solution. This includes top-of-funnel tactics like thought leadership, content marketing, and brand awareness campaigns.
However, recent insights reveal that leveraging Google Ads for demand creation is no longer a viable strategy for predictable ROI at scale. Here’s why:
Today’s buyers spend 70% of their journey independently researching solutions, identifying problems, and curating a shortlist of vendors—all before engaging with sales. This shift means traditional marketing and sales tactics struggle to move users from the research phase to the outreach phase. Instead, this transition happens internally within the buying committee, once consensus is reached on vendor selection.
This is where Demand Capture becomes critical. Rather than trying to create demand, Google Ads should focus on the moment buying committees enter the consensus/outreach phase. Your campaigns must target high-intent keywords that signal a committee is ready to evaluate vendors—ensuring your spend converts into pipeline.
In short: Stop chasing early-funnel interest. Optimize Google Ads to capture demand when it matters most.
1. Simplify Your Account Structure for High-Intent Impact
Many B2B advertisers sabotage performance with bloated accounts: too many campaigns, scattered keywords, and diluted budgets.
The fix? A Single Theme Ad Group (STAG) structure:
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Group tightly related, high-intent keywords.
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Align each group with a dedicated landing page (matching search intent).
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Allocate budget by intent:
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Branded: 10–20%
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Competitor: 10–20%
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High-Intent (Non-Branded): 60–80%
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Result: Cleaner data, smarter optimizations, and budget focused on what drives pipeline.
2. Target Keywords That Signal Buying Mode
Not all keywords deserve your spend. Prioritize terms that reveal active buying intent:
| Intent Level | Example Keywords | Action |
|---|---|---|
| Informational | “What is ABM?” | Ignore |
| Commercial | “HubSpot vs. Salesforce” | Test |
| Transactional | “B2B demand gen agency” | Maximize |
“Keywords are the backbone of every revenue-generating campaign.”
— Baili Olive, Principal Search Strategist
To bring this concept to life, here’s a visual of the simplified Google Ads account structure we recommend for B2B campaigns:
This structure prioritizes high-intent search themes, reduces wasted budget across fragmented campaigns, and ensures each ad group drives to a landing page aligned with keyword intent and business goals.
Want to learn more about optimizing Google Ads for B2B? Watch the webinar on demand.
3. Optimize for Pipeline, Not Vanity Metrics
Forget MQLs. As Rider Gordon put it: “MQLs are out. Deal creation is in.”
How to pivot:
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Define high-value conversions (e.g., demo requests, consultations).
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Use automated bidding (Maximize Conversions, Target CPA) to let Google’s AI optimize for outcomes.
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Feed your ads platform pipeline data—not just lead volume—to refine targeting and creative.
Real Results: From -36% ROI to Global Growth
A prime example of this strategy in action comes from The Flybook, a reservation software provider serving the adventure tourism industry. With a small team and limited resources, The Flybook was struggling with underperforming paid campaigns, poor lead quality, and stalled revenue growth.
The Challenge
- Negative ROI: Existing campaigns delivered a -36% return
- Ineffective Targeting: Ads weren’t reaching the right buyers
- No Path to Market Expansion: Plans to grow in New Zealand and Australia were on hold due to performance concerns
The Solution
New Breed implemented a data-driven paid strategy that included:
- Narrowing the audience with focused LinkedIn and Google Ads campaigns
- Enhancing landing pages to boost conversions
- Expanding and refining keyword targeting
- Strengthening brand messaging across touchpoints
The Results
- 811% increase in ROI
- 51% decrease in cost-per-click
- 53% boost in deal close rate
- Successful expansion into New Zealand and Australia
This transformation highlights the impact of intentional account structure, precise targeting, and conversion-focused ad strategies—exactly what the webinar unpacked.
Ready to Transform Your Google Ads?
Start here:
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Restructure your account around high-intent themes.
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Prune low-value keywords—double down on commercial/transactional terms.
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Track pipeline metrics, not just leads.
Need a partner? New Breed’s growth team specializes in HubSpot-powered, revenue-focused ad strategies. Reach out today to turn Google Ads into your B2B growth engine.
