Johanne
A Comprehensive Guide to Google Ads for B2B Businesses
Johanne : May 22, 2024 7:46:28 PM
Uncover the nitty-gritty of Google Ads with our easy-to-follow guide
Unlock Your Growth: How a Google Ads Agency Can Supercharge Your Lead Generation
Are you pouring money into Google Ads but not seeing the leads you expected? That's where a Google Ads agency comes in.
If you're serious about scaling your business and making your ad spend work harder for you, here’s what you need to know...
What is a Google Ads Agency?
A Google Ads agency is a company or organisation that specialises in managing and optimising advertising campaigns on Google's advertising platform, Google Ads.
These agencies are experts in using Google Ads to drive targeted traffic and generate leads for businesses.
Google Adwords Agencies have a deep understanding of the different advertising formats available on Google Ads, such as search ads, display ads, video ads and shopping ads and how to effectively use them to reach the target audience.
What Does a Google Ads Agency Actually Do?
A Google Ads agency is your strategic partner in all things paid search. These are certified professionals who know how to turn clicks into customers.
They live and breathe everything Google Ads - search, display, shopping, video, you name it. Their job? To make sure your ads are being seen by the right people at the right time - and converting.
From crafting high-performing ads to ongoing optimisation and analytics, a Google Ads agency helps you cut through the noise and get real results.
Google ad agencies work closely with businesses to create and implement advertising strategies that align with their business goals and growth objectives.
They handle various aspects of the advertising process, including keyword research, ad creation, campaign management, budget allocation, and performance tracking.
Overall, a Google ad agency plays a crucial role in helping businesses maximise their online visibility on search results pages, attract potential customers, and achieve their advertising goals.
A Google Ads campaign is a set of one or more ad groups (ads, keywords and bids) that share a budget, location targeting and other settings. Campaigns are typically used to organise categories of products or services offered by an advertiser - Google 2024
Why Use a Google Ads Agency Instead of Doing It Yourself?
Because results matter. And Google Ads is more than just bidding on keywords.
Here’s what an agency brings to the table:
✅ Laser-focused keyword research – Get in front of people actively searching for what you offer.
✅ Scroll-stopping ad copy – Creative that clicks (literally).
✅ Custom landing pages – Designed to convert visitors into leads.
✅ Smarter campaign management – Based on data, not guesswork.
✅ Ongoing optimisation – Better performance, lower costs, more leads
Services offered by Agencies
Paid Search Agencies will offer two primary options to improve your Google search results. Some agencies offer both, while others specialise in only one, so it's best to know the differences before you start shopping around.
1. Organic Search
With this option your online search rankings are improved with Search Engine Optimisation (SEO) across your entire website and usually its done with blog articles as well. However, SEO does take time to deliver results which is why many businesses look to Paid Search and Google Ads to get faster results.
2. Google Ads
Most Google Ad Agencies offer a wide range of services to help businesses succeed in their advertising efforts on Google. The strategies may differ, but all have the goal of using Google Ads to improve the ranking (via the ads) on the search engine results page.
Some of the key services offered by these agencies include:
- Keyword research
They conduct in-depth keyword research to identify the most relevant and effective keywords for targeting.
- Ad creation
They create compelling and engaging ads that capture the attention of the target audience and drive clicks. They also design and build landing pages to support the ad campaign and capture details of interested contacts (aka leads) as well as email campaigns to nurture and engage the leads by providing helpful content.
- Campaign management
They manage and optimise advertising campaigns to ensure maximum performance and return on investment. Utilising Google Insights, agencies can adjust ads to improve their performance and generate better results.
- Budget allocation and Bid Management
Spend smarter, not more. Agencies help businesses allocate their advertising budget effectively to generate the best results.
- Performance tracking
They track the performance of advertising campaigns, analyse data, and provide reports to evaluate the success of the campaigns.
These are just a few examples of the services offered by Google ad agencies. Each agency may have its own unique set of services tailored to the needs of its clients.
By leveraging the expertise and experience of a Google ad agency, businesses can save time and resources while achieving better results from their Google Ads campaigns.
Organic SEO vs. Paid Ads What's Right for You?
Before you dive into Google Ads, it’s worth understanding your options.
1. Organic Search (SEO)
Boosts your website’s visibility in the long term by improving rankings in organic (non-paid) search results. Think content, blogs, backlinks. It's powerful, but slow to build.
2. Paid Search (Google Ads)
Instant visibility. With the right strategy, you could be on Page 1 tomorrow, driving targeted leads while your SEO gains momentum in the background.
Pro tip: Many successful businesses do both - SEO for the long game, Google Ads for quick wins.
Benefits of hiring a Google Ads Agency to manage your Google Ad campaigns
There are several benefits of hiring a Google ad agency to manage your advertising campaigns:
- Expertise and experience
Google ad agencies have extensive knowledge and experience in running successful advertising campaigns on Google Ads.
They stay up-to-date with the latest trends and best practices in online advertising, allowing them to create effective strategies for their clients.
- Speed to Results
Hit the ground running with expert help! Starting your journey with a strong foundation is simple with the assistance of seasoned professionals.
With their in-depth knowledge and strategic insights, you can swiftly navigate the complexities of Google Ads, ensuring your campaigns are set up for success from the very beginning.
- Time and resource savings
Managing Google Ads campaigns can be time-consuming and require specialised knowledge.
By outsourcing this task to a Google ad agency, businesses can free up their time and resources to focus on other important aspects of their operations.
- Targeted advertising
Google Ad Agencies have the expertise to target specific demographics, locations, and interests, ensuring that the ads reach the right audience.
This targeted approach helps businesses maximise their ad spend and increase the chances of converting leads into customers.
- Performance tracking and optimisation
Google ad agencies track the performance of advertising campaigns and make data-driven optimisations to improve results.
They analyse key metrics such as click-through rates, conversion rates, and cost-per-click to identify areas for improvement and make necessary adjustments.
- Cost-effective advertising
With the knowledge and experience of Google ad agencies, businesses can optimise their advertising budget and generate the best possible return on investment.
By focusing on the most effective keywords, ad placements, and targeting options, businesses can minimise wasted ad spend and maximise conversions.
Overall, hiring a Google ad agency can provide businesses with the expertise, resources, and strategic guidance needed to succeed in their Google Ads campaigns.
Choosing the right Google Ad Agency for your business
Choosing the right Google Ad Agency for your business is an important decision that can have a significant impact on the success of your advertising campaigns.
The right partner could be the missing link to accelerating your growth so it's vital to get it right.
While Google Ads is a sophisticated tool, you can take a number of Google courses and become certified in a few months. But more important than the certification is being able to generate results for clients. That's where experience really plays a part in creating a successful campaign.
Selecting the right agency is critical. Ask yourself:
- Do they have demonstrated experience in your industry?
- Do they have experience with conversion rate optimisation?
- Can they show proven case studies or results?
- Do they understanding your buyer's journey ?
- Do they offer transparent reporting?
- Are they clear about pricing and what's included?
At BBA, we specialise in helping Professional Services, Manufacturing, TIC and IT Services firms across the UK, Europe and Australia grow with smarter paid search. Get in touch for a chat to find out more about our Growth Plans and done for you Google Ads.
Other factors to consider when selecting a Google Ad Agency:
- Services offered: Evaluate the range of services offered by the agency and ensure they align with your business goals and requirements. Consider whether they provide the specific services you need, such as keyword research, ad creation, campaign management, and performance tracking.
- Communication and collaboration: Effective communication and collaboration are crucial for a successful partnership with a Google ad agency. Ensure the agency is responsive, proactive and willing to understand your business objectives and goals.
- Budget and pricing: Consider your budget and compare the pricing models of different agencies. Some agencies may charge a flat fee, while others may work on a percentage of ad spend or performance-based pricing. Choose an agency that offers a pricing structure that aligns with your budget and expected advertising investment.
By carefully evaluating these factors and conducting thorough research, you can choose the right Google Ads agency that best suits your business needs and objectives.
Measuring success with a Google Advertising Agency
Measuring the success of your advertising campaigns with a Google ad agency is essential to determine the return on investment and make data-driven optimisations.
Here are some key metrics and methods used to measure success:
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Click-through rate (CTR):
CTR measures the percentage of people who click on your ads after seeing them. A higher CTR indicates that your ads are relevant and compelling to the target audience.
-
Conversion rate:
Conversion rate measures the percentage of people who take a desired action, such as making a purchase or filling out a form, after clicking on your ads. A higher conversion rate indicates that your ads are effectively driving actions from the target audience. -
Cost-per-click (CPC):
CPC measures the average cost you pay for each click on your ads. A lower CPC indicates that you are getting more clicks for your ad spend.
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Return on ad spend (ROAS):
ROAS measures the revenue generated for every dollar spent on advertising. A higher ROAS indicates that your advertising campaigns are generating a positive return on investment. -
A/B testing:
A/B testing involves creating multiple versions of your ads or landing pages and testing them against each other. By comparing the performance of different variations, you can identify the most effective elements and make data-driven optimisations.
These are just a few examples of the metrics and methods used to measure success with a Google ad agency.
A great agency will provide regular reports and insights on the performance of your campaigns, allowing you to make informed decisions and optimise your advertising strategies.
Power-Up Tip: Pair Google Ads with HubSpot
Want to take things up a notch? Integrate your Google Ads with HubSpot.
You’ll get end-to-end visibility from ad click to closed deal, smarter lead nurturing, and better ROI tracking. Check out our quick video walkthrough on how the two tools work together seamlessly. 🚀
A smart way to manage your Google Ad Campaigns is using HubSpot.
Checkout the video below to discover why pairing Google with HubSpot is such a powerful duo.
Not Getting the Results You Expected?
Let’s change that! Whether you're new to paid search or your current campaigns just aren't cutting it, we're here to help.
Book a no-pressure chat with our team at BBA.
We’ll take a look at your current setup and show you what’s possible - no strings attached...
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