Leads that become deals. Not just forms.
A filled-in form is not a customer. We connect the ads to your CRM, so Google and Meta learn which leads actually become deals – and find more decision makers like your best customers.
What hurts in B2B
Three things we see at almost every B2B company we meet.
Forms count, not deals
The ad platform celebrates every filled-in form – even the ones that never become anything. Then it looks for more of the wrong kind.
Narrow audience
The decision makers in your industry are few and hard to find with standard audiences. Broad ads get expensive and hit the wrong people.
Sales and marketing don't talk
Sales knows which leads became deals. But that knowledge never reaches the ads, so they optimise blind.
Fewer leads. More deals.
Same budget, two ways to steer. When the ads only chase forms, you get lots of leads – but few deals.
When the platforms learn which leads became deals, they look for more of those. The number of leads may drop. The number of deals goes up.
- Leads
- Qualified
- Quotes
- Deals
How we do it for B2B
The ads get the same answer key as the sales team – and get better with every deal.
CRM to the ads
We connect your CRM, for example HubSpot, to Google and Meta. Every step – qualified, quote, deal – is sent back with its value.
02Own data that holds
Server-side tracking and first-party data, so the signals get through – even when cookies are blocked.
03More like your best customers
Audiences built on your best customers, instead of broad job titles. That way we find the decision makers even in narrow niches.
04A message per step
Different ads for someone who has just discovered a need and someone ready for a quote – and material that raises relevance and lowers the click price.
B2B clients
Two narrow niches, the same principle: give the platforms the right answer key.
Roots
Chefs responsible for purchasing in public and private kitchens. Server-side and first-party data gave the algorithms the right signals, and better ads lowered the price per impression.
Ryds Glas
We connected HubSpot to Google Ads, so the ads optimise towards leads that become deals – and rebuilt the account around where the customer is in the buying process.
Questions from B2B companies
Which CRM systems work?
Most larger CRM systems can be connected, for example HubSpot. If you have your own system, it can often be solved with an export or via server-side tracking. We look at your setup in the first review.
We have few leads. Does it still work?
Yes, but then we steer on earlier steps in the sales process, for example qualified leads, until there are enough deals for the platforms to learn from.
The sales cycle is several months long. How do we know what the ads deliver?
Every step in the process gets a value and is sent back when it happens. Then you see which ads bring quotes and deals – not just forms – even when it takes time.
How do we reach decision makers in a narrow niche?
By starting from your best customers instead of broad job titles, and by giving the platforms better data about who actually buys. Roots is an example of a very narrow niche.
Do we need to change our website?
Sometimes. Clear pages and forms that are easy to fill in make a big difference. Read more about web design and conversion rate optimisation.
More deals – not just leads?
We go through your ads, your tracking and how leads make their way to sales – and tell you honestly where the deals disappear.
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