Key Takeaways
- Search engine marketing and PPC are still power channels in B2B, 64% of B2B marketers use SEM/paid search and 61% say it produces their best paid results, so choosing the right Google Ads agency is a direct pipeline decision, not a side project.
- The best Google Ads agencies for 2024 don't just optimize clicks; they build full-funnel programs that report on qualified pipeline, SQLs, and revenue so sales leaders can actually forecast from ad spend.
- Benchmarks show B2B Google Ads conversion rates average around 3.0%, and B2B services advertisers often see ~$5.47 CPC and ~$116 CPA, your agency should know these numbers cold and have a plan to beat them.
- Top shops like KlientBoost, Directive, HawkSEM, Disruptive, Tinuiti, and others have case studies showing 80-300%+ lifts in leads or conversions for complex B2B accounts, which is the performance bar you should expect.
- Your SDRs and AEs need to be tightly aligned with your Google Ads agency, shared ICPs, qualification criteria, and feedback loops can turn raw form fills into high-intent meetings and real pipeline.
- Most B2B teams see the best results when they pair an expert Google Ads agency for high-intent inbound with a specialized outbound partner like SalesHive to consistently fill the rest of the pipeline.
- Don't pick a Google Ads agency on price or brand name alone; prioritize B2B experience, tracking and CRM integration, and communication cadence, then run a 90-day pilot with explicit pipeline and CAC targets.
Google Ads is still one of the highest-performing paid channels in B2B, with 64% of marketers using SEM/PPC and 61% saying it delivers their best paid results. In this guide, you’ll get a B2B-focused breakdown of 10 of the best Google Ads agency choices for 2024, how to evaluate them, and how to integrate them with your SDR team so ad spend turns into qualified pipeline, not just MQL noise.
Introduction
If you own pipeline in a B2B company, you’ve probably heard some version of “Google Ads is dead” in the last few years. And yet, 84% of B2B marketers still use paid channels, 64% use SEM/PPC, and 61% say search engine marketing and pay-per-click produce the best results of all their paid options. That doesn’t sound very dead.
What has changed is that it’s no longer enough to spin up a few campaigns and hope for the best. In 2024, you need the right Google Ads agency, one that understands B2B sales cycles, connects to your CRM, and aligns with your SDR team so clicks become revenue.
In this guide, we’ll walk through:
- Why Google Ads still matters for B2B pipeline
- How to evaluate a Google Ads agency through a B2B lens
- 10 of the best Google Ads agency choices for 2024 and where they shine
- How to integrate your agency’s work with SDRs and outbound
- Concrete next steps to build a full-funnel growth engine
Grab a coffee, we’ll keep it conversational, but we’re going deep.
Why Google Ads Still Matters for B2B Pipeline in 2024
High-Intent Buyers, Not Just Clicks
B2B buying journeys are messy, multiple stakeholders, longer cycles, committees, and security reviews. But almost all of them involve search.
Recent research shows Google Ads conversion rates average roughly 3.1-6% across industries, and B2B specifically converts at about 3.04%. That doesn’t mean every click becomes a deal, but it does mean people who click search ads are often deeper into problem definition and solution research than your average cold prospect.
For sales teams, that translates into:
- Higher baseline intent than cold outbound
- Prospects who already speak your category language
- More bottom‑funnel conversations (demos, pricing, RFPs)
When an agency knows how to aim Google Ads at your ICP and bottom-of-funnel (BOFU) intent, your SDRs suddenly start having very different conversations.
The Economics Still Work, If You Respect the Benchmarks
Let’s talk numbers for a minute.
For B2B services search campaigns, recent benchmarks put performance around:
- 5.1% average CTR
- $5.47 average CPC
- 4.9% average conversion rate
- $116 average CPA (cost per acquisition/lead)
Across all industries, Google Ads sits around a 3.75% conversion rate, compared with an average PPC conversion rate of about 2.35%. So even before optimization, Google Ads traffic tends to convert better than generic paid traffic.
For a B2B team selling a $20K+ ACV product, a $116–$250 CPL is usually very manageable, if those leads are qualified and your sales motion is tight.
Why Agencies Make or Break These Results
Here’s the uncomfortable part: most in-house B2B teams aren’t set up to tap this potential. Common issues include:
- Campaigns optimized for ebook downloads instead of SQLs
- No negative keyword strategy, so you’re paying for students and job seekers
- No offline conversion tracking from CRM to Google Ads
- Weak landing pages that don’t match ad promises
That’s why the agency call matters. A good B2B Google Ads agency will:
- Build measurement from click to closed-won
- Help you define what a qualified lead looks like
- Use firmographic and intent signals to filter the junk
- Architect campaigns for each funnel stage (awareness → consideration → decision)
The difference is visible in case studies. KlientBoost, for example, helped Juniper Networks cut cost per lead by 86% while increasing conversion rates by 326%, and boosted conversions 86% for Finning while reducing CPA by 24%, all through Google Ads optimization. klientboost.com Directive reports a 109% increase in qualified pipeline quarter-over-quarter for cybersecurity brand Arctic Wolf after overhauling paid media around pipeline rather than MQLs.
Those are the kinds of moves that sales leaders actually feel in their forecast meetings.
How to Evaluate a Google Ads Agency for B2B
Before we get into specific agencies, let’s talk criteria. Here’s how a sales or revenue leader should evaluate a PPC partner.
1. B2B Track Record and Vertical Fit
You don’t want to be someone’s first rodeo in B2B SaaS or industrial manufacturing.
Ask for:
- Case studies in your ACV range (e.g., $10K, $50K, $250K+ deals)
- Similar sales motions (product-led vs. sales-led, channel partners, etc.)
- Industry overlap: security, fintech, industrial, pro services, whatever matches you
Look for evidence they’ve dealt with:
- Long sales cycles (2-6+ months)
- High-stakes deals with committees
- Post-lead qualification processes (MQL → SQL → opportunity)
If their case studies are all ecommerce and local lead gen, they may be great marketers, but not for your world.
2. Pipeline and Revenue Orientation
A real B2B agency talks like this:
> “We’ll integrate with your CRM, map conversions to opportunity stages, and bid toward opportunities and revenue, not just leads.”
A weak agency talks like this:
> “We’ll get you more clicks and lower CPCs.”
You want the first.
Ask them:
- What CRM platforms do you regularly integrate with?
- How do you set up offline conversion imports from CRM to Google Ads?
- Show me a sample dashboard where you track keyword → lead → opportunity → closed-won.
If they can’t clearly explain offline conversion tracking and how they use it to steer bidding, that’s a red flag.
3. Measurement and Reporting Maturity
You should expect, at minimum:
- Proper UTM tagging
- GA4 + Google Ads integration
- CRM integration and lead source attribution
- Standardized definitions of MQL, SQL, and opportunity
The goal: your CMO and VP of Sales can sit in the same meeting, look at the same report, and agree on:
- How many qualified leads came from Google Ads
- How many became opportunities and at what value
- What it cost to acquire those opps vs. your targets
4. Certification and Scale (with Caveats)
Bad news: being a Google Partner or Google Premier Partner doesn’t automatically mean they’re great at B2B.
Good news: paired with B2B case studies, it’s a nice signal.
Agencies like HawkSEM and SmartSites, for instance, hold Google Premier Partner status (top ~3% of agencies) and back it up with B2B wins. HawkSEM reports an average 4.5x ROI and 98% retention across clients, powered by their ConversionIQ platform that ties ad data to revenue.
Large performance firms like Tinuiti manage over $3 billion in digital media across Google, Meta, Amazon, and more, supported by their Mobius analytics platform. That kind of scale can benefit bigger B2B brands with complex channel mixes.
But smaller or mid-market B2B companies may get more attention from specialist B2B agencies that live and breathe your space.
5. Communication, Access, and Ownership
You’re not renting your own data.
Non‑negotiables:
- You own the Google Ads account, not the agency
- You have admin access to everything (ads, analytics, landing pages)
- Monthly or bi‑weekly strategy calls with senior people, not just juniors
- Clear SLAs on reporting, experimentation, and response times
If an agency hides behind black-box reporting, or the person you met in the pitch vanishes after the contract is signed, that’s a warning sign.
10 Best Google Ads Agency Choices for 2024 (B2B Lens)
Let’s talk about actual names. This isn’t a perfect ranking from 1-10; it’s a curated shortlist of strong options with different strengths, all grounded in real results and B2B relevance.
1. KlientBoost, Creative-First Performance for Sophisticated B2B
Best for: B2B SaaS and services teams that want aggressive testing, strong creative, and full-funnel strategy.
KlientBoost consistently shows up at the top of “best Google Ads agency” lists, and for good reason. Independent analyses rank them #1 among Google Ads agencies based on review volume, ratings, and scale, with an average rating near 4.9/5 across hundreds of reviews.
What makes them interesting for B2B is how deep they are in complex, high-ACV accounts. Their B2B Google Ads content and case studies are basically a masterclass in pipeline-centric PPC. They’ve:
- Increased conversions 86% for Finning while cutting CPA 24%
- Cut Juniper Networks’ cost per lead 86% while pushing conversion rates up 326%
- Dropped Wunderkind’s cost per demo 48% and lifted conversion rate 203%, all with Google Ads. klientboost.com
From a sales leader’s perspective, KlientBoost is a strong pick if you want an agency that will:
- Build tight, intent-based structures (SKAGs, thematic ad groups)
- Run landing page and CRO tests alongside campaign work
- Talk about opportunities and CAC, not just CPCs
2. Directive Consulting, Built for B2B SaaS and Enterprise Tech
Best for: B2B SaaS and enterprise technology companies focused on pipeline and revenue, not vanity MQLs.
Directive positions itself explicitly as a B2B paid media and lead generation agency that “doesn’t run ads, we build revenue engines.” They manage over $150M in annual ad spend for SaaS brands and publish detailed B2B Google and LinkedIn benchmarks based on tens of millions in media.
Key proof points:
- For cybersecurity brand Arctic Wolf, Directive shifted focus from MQL volume to qualified pipeline and delivered a 109% QoQ pipeline increase, a 57% reduction in junk MQLs, and lower CPL with higher deal sizes.
- For Xactly, they doubled sales-accepted leads via highly targeted PPC and improved routing.
They’re a fit if your world revolves around:
- Account-based marketing
- Salesforce/HubSpot integration
- Long enterprise cycles with complex approvals
Expect them to push hard on offline conversions, pipeline reporting, and cross-channel orchestration (Google + LinkedIn, etc.).
3. Disruptive Advertising, High-Growth B2B and Mid-Market
Best for: B2B companies with meaningful budgets who want aggressive optimization and strong strategic input.
Disruptive has managed over $1 billion in ad spend, with a strong emphasis on ROI and auditing wasted budget. They claim that, on average, 68% of ad spend is wasted when they first audit an account, which matches what most B2B teams quietly suspect.
Their B2B case studies are compelling:
- SlickText saw a 294% increase in monthly signups
- Tigerpaw saw an 83% increase in sales opportunities
- AmericasBestFranchises saw an 806.25% increase in leads in just two weeks
They’re selective about who they work with (usually companies spending tens of thousands per month on marketing). If you fit that profile and want an agency that won’t sugarcoat waste, Disruptive is worth a serious look.
4. HawkSEM, Data-Driven Google Premier Partner With ConversionIQ
Best for: B2B teams that want senior talent, Premier Partner status, and deep analytics.
HawkSEM is a Los Angeles-based agency repeatedly recognized as a Google Premier Partner, placing them in the top 3% of agencies in the U.S. They’re known for their proprietary ConversionIQ platform, which stitches together Google Ads, GA4, HubSpot, and more into live dashboards that tie campaigns to revenue.
Independent roundups highlight HawkSEM’s focus on conversion quality and ROI, noting a 4.5x average ROI and 98% client retention. They work across ecommerce, SaaS, and B2B, with notable enterprise clients like Microsoft and Datadog leveraging ConversionIQ to isolate which keywords and audiences actually drive revenue, not just leads.
For sales leaders, the hook is clear: you get transparency into which campaigns and queries are attaching to closed-won deals and can collaborate with HawkSEM to scale those segments while cutting the rest.
5. Single Grain, Performance Marketing for B2B SaaS and Tech
Best for: SaaS and tech companies that want a strategic partner comfortable across content, SEO, and PPC.
Single Grain has been in the B2B marketing game for years and has a well-documented B2B SaaS Google Ads case study with Axure, a UX software company. Axure was spending aggressively on search but getting low-quality traffic that didn’t convert.
Single Grain’s work included:
- Pruning low-quality geos and focusing on top-performing countries
- Rebuilding campaigns and ad groups around high-intent keywords
- Improving brand protection and impression share
Results after the overhaul: 30-40% lower Google Ads spend while maintaining qualified lead volume, and a 5,400% increase in branded search impressions that drove 1,113 leads from branded search alone.
If your sales team struggles with trial sign-ups that never become real opportunities, Single Grain is a good example of an agency that knows how to align Google Ads with actual SaaS revenue.
6. Tinuiti, Enterprise-Scale, Multi-Channel Performance
Best for: Larger B2B organizations or brands with complex, multi-channel media mixes.
Tinuiti is the largest independent performance marketing firm across streaming TV and the triopoly of Google, Meta, and Amazon, managing over $3 billion in digital media with more than 1,200 employees. They organize their teams by channel (paid search, paid social, marketplaces, etc.) and tie everything together with their Mobius technology.
Their scale means they:
- See cross-channel trends early
- Have priority access to platform betas
- Can coordinate Google Ads with paid social, display, and streaming
For B2B sales leaders at mid-market or enterprise companies with big budgets and a mix of inbound and outbound motions, Tinuiti is a strong option, especially if you want one partner across multiple paid channels.
7. SmartSites, Google Ads Premier Partner for SMB and Mid-Market
Best for: SMB and mid-market B2B companies that want a highly rated Premier Partner without enterprise pricing.
SmartSites is a long-standing Google Ads Premier Partner, which means they sit in the top tier of Google’s agency ecosystem. They’ve been repeatedly recognized in industry lists as a top PPC agency, and they emphasize landing page creation and CRO alongside campaign management.
Client reviews frequently mention:
- Significant traffic gains (e.g., 20%+ in three months)
- Strong PPC ROI for online businesses
- Helpful guidance on dedicated landing pages and tracking
If you’re a regional or mid-market B2B firm (IT services, logistics, industrial, etc.) and want a combination of web design + Google Ads management from a Premier Partner, SmartSites belongs on your shortlist.
8. Tuff Growth, Scrappy Growth Marketing for Startups and B2B
Best for: Early-stage SaaS and B2B startups that need lean, test-heavy growth programs.
Tuff brands itself as a growth marketing agency rather than a pure PPC shop, but Google Ads is one of their core channels. Their services include Google Ads, paid social, CRO, creative, and analytics.
They lean into:
- Fast experimentation
- Strong analytics
- Radical transparency
Client stories highlight results like 50% month-over-month revenue growth for some accounts after tightening paid media and CRO. For B2B sales teams at younger companies, Tuff is useful if you don’t yet know which positioning or segments will convert best and you want a partner comfortable iterating quickly.
9. PipeRocket Digital, B2B Google Ads Specialist (SaaS & Tech)
Best for: B2B SaaS and tech firms looking for a boutique specialist.
PipeRocket is a newer player compared to some giants here, but they’ve quickly carved out a niche as a B2B Google Ads specialist. A 2025 roundup of top B2B Google Ads agencies lists PipeRocket alongside KlientBoost and Directive, noting:
- Focus on B2B SaaS, technology, fintech, and enterprise services
- Notable clients like DevRev, MetricStream, and LeadSquared
- An average review score of 4.8/5
They emphasize pipeline impact and analytics over vanity metrics, which aligns well with what B2B sales leaders care about. If you want a smaller partner that lives almost exclusively in the B2B PPC world, PipeRocket is worth a look.
10. Digital Third Coast, Industrial and B2B PPC + SEO
Best for: Industrial, manufacturing, and niche B2B services that need both PPC and SEO.
Digital Third Coast is a Chicago-based agency with strong B2B PPC chops. In one Google Ads case study for an industrial safety equipment company, they:
- Rebuilt a Google-created Ads account from scratch
- Cleaned up targeting and conversion tracking
- Eliminated wasteful spend
The results: a 100% increase in conversions while cutting ad spend 44%. That’s the kind of efficiency story B2B CFOs like to see.
If your buyers are in niche industrial or technical roles and search volumes are lower, you want an agency comfortable working in tight markets where each conversion really matters. Digital Third Coast fits that profile.
How This Applies to Your Sales Team
Picking a Google Ads agency isn’t just a marketing decision, it’s a sales capacity and forecast decision.
Here’s how the right agency choice (and engagement model) directly affects your SDRs and AEs.
Better Fit Leads = Higher SDR Productivity
When campaigns are tuned to your ICP, deal size, and bottom‑funnel intent, your SDRs stop wasting time on:
- Students and job seekers
- Tiny accounts that will never afford you
- Users looking for support or login pages
Industry benchmarks show B2B Google Ads conversion rates around 3.0%, but the real quality difference comes from tight targeting and negative keywords.
An agency that understands B2B will:
- Build keyword lists around problems, solutions, and roles that match your ICP
- Exclude existing customers and support-related queries
- Use audience layering (company size, industry, remarketing lists) where appropriate
Your SDRs feel that immediately in their day-to-day.
Clear Attribution = Smarter Resource Allocation
When Google Ads is properly integrated with your CRM:
- SDR leaders can see which campaigns yield the highest show→opportunity rates
- AEs know which opportunities started from high-intent search vs. cold outbound
- Revenue leadership can decide where to invest more headcount vs. budget
B2B marketers already report that SEM/PPC is the paid channel producing the best results for content marketing and lead generation. With good attribution, you can prove (or disprove) that in your own org and double down where it counts.
Alignment on Qualification and Handoffs
The fastest way to blow up trust between marketing, the agency, and sales is misaligned expectations on lead quality.
Fix that upfront:
- Define a ‘good lead’ in writing. Job titles, company size, tech stack, geography, and disqualifiers.
- Configure your forms and fields so every Google Ads lead includes enough info for quick qualification.
- Train SDRs on ad messaging and offers so they can pick up the conversation naturally.
- Run weekly triage meetings with SDR leadership and the agency to review cohorts of leads and refine targeting.
When this is done well, your SDR team sees Google Ads as their best friend, not as a noisy firehose they’d rather turn off.
How This Applies to Your Sales Team (Outbound + Inbound Together)
Let’s double-click on the outbound side, because this is where many B2B companies leave money on the table.
Combining Google Ads With Outbound SDR Programs
Most B2B orgs now run hybrid motions:
- Inbound from Google Ads, content, and partnerships
- Outbound from SDRs via cold calling and email
Data shows 84% of B2B marketers use paid channels and 64% use SEM/PPC, but email and outbound are still among the top lead-gen channels. The trick is to make these channels complement each other instead of competing.
Some practical plays:
- Use Google Ads audiences in outbound. Build lists of high-intent visitors (e.g., pricing page viewers) for SDRs to call and email in parallel with retargeting ads.
- Warm up target accounts with search. For strategic ABM accounts, run branded and competitor-conquest campaigns so they see you in search before or while your SDRs reach out.
- Feed outbound intel back into Google Ads. If SDRs consistently find that a segment has poor budget or timing, work with your agency to downweight or exclude that segment.
Where SalesHive Fits in This Picture
A great Google Ads agency will keep your inbound engine humming. But most B2B teams still need consistent proactive outreach, especially in segments that aren’t actively searching yet.
That’s exactly the gap SalesHive fills.
SalesHive is a B2B lead generation agency that handles the SDR layer for you: cold calling, cold email, list building, and appointment setting. Since 2016, SalesHive has grown to hundreds of US-based lead generation experts and has booked over 100,000 meetings for hundreds of clients using multichannel outbound powered by an AI-driven sales platform.
Paired with a strong Google Ads agency, you get:
- Inbound demand from high-intent searches
- Proactive outbound to fill whitespace in your ICP
- Shared data and messaging across both motions
That’s how you go from “we run some ads” to “we run a predictable pipeline engine.”
Conclusion + Next Steps
Google Ads isn’t a silver bullet, but in 2024, it’s still one of the sharpest tools you’ve got for B2B pipeline, especially when you combine it with a disciplined outbound motion.
The key decisions aren’t purely tactical (SKAGs vs. broad match, RSA variations, etc.). They’re strategic:
- Which agency do we trust to represent our brand and manage our dollars?
- Will they build around our pipeline and sales cycle, or just chase leads?
- How tightly can we integrate them with our SDR team and CRM?
If you take nothing else from this guide, make it these steps:
- Benchmark your current Google Ads performance against B2B standards.
- Define ‘qualified’ with sales before you talk to agencies.
- Shortlist B2B-proven agencies like KlientBoost, Directive, HawkSEM, Disruptive, Tinuiti, and others from this list.
- Run a 90-day pilot with clear pipeline KPIs and offline conversion tracking.
- Pair that pilot with structured outbound, either via your internal SDR team or an outsourced partner like SalesHive.
Do that, and Google Ads stops being a line item your CFO side‑eyes every quarter and becomes a channel your sales team fights to get more budget for.
And if you want help filling in the outbound side while your new agency dials in the inbound engine, that’s exactly what SalesHive was built for.
📊 Key Statistics
Action Items
Benchmark your current Google Ads performance against B2B norms
Pull the last 6-12 months of data by campaign and compare CTR, CPC, conversion rate, and CPA to B2B services benchmarks (around 5.1% CTR, $5.47 CPC, 4.9% CVR, and $116 CPA). Use this to quantify whether you need optimization, a new agency, or a bigger bet on the channel.
Define a 'good lead' with sales before hiring an agency
Sit down with sales leadership and SDRs to document your ICP, disqualifiers, and the exact fields that define an SQL in your CRM. Hand this to any agency you interview so they can design campaigns and conversion tracking around the same definition of quality.
Shortlist 3–5 Google Ads agencies with proven B2B results
Use this guide's list plus your own research to identify agencies that have verifiable B2B case studies, Premier Partner status where relevant, and strong reviews. Ask each for at least two B2B references you can speak with live.
Design a 90-day pilot plan with clear KPIs and reporting
With your chosen agency, agree upfront on test budgets, target CPL and CPA, SQL and opportunity goals, and what will be reported weekly vs. monthly. Make sure dashboards roll all the way from keyword to opportunity stage so sales can hold marketing accountable.
Integrate your SDR workflow with Google Ads leads
Work with your outbound team (or a partner like SalesHive) to define SLAs for speed-to-lead, follow-up cadences, and talk tracks tailored to Google Ads leads. Ensure disposition feedback loops back into the ad account so targeting and messaging improve over time.
Pair your Google Ads program with outbound to smooth pipeline
Use Google Ads to harvest in-market demand while having SDRs proactively target ICP accounts that aren't searching yet. Share lists between channels (e.g., retargeting visitors from outbound sequences) so you get compounding effects instead of isolated campaigns.
Partner with SalesHive
Since 2016, SalesHive has booked over 100,000 sales meetings for more than 1,500 B2B clients across SaaS, fintech, manufacturing, and professional services. Our US-based and Philippines-based SDRs plug into your CRM, mirror your messaging, and run targeted outreach into the same ICP your Google Ads campaigns are chasing. We also handle list building and data cleanup, so your reps spend time selling, not prospecting.
Because we work month-to-month with risk-free onboarding, you can spin up an SDR pod alongside a new agency engagement and quickly see how coordinated outbound plus paid search impacts total pipeline. Your Google Ads agency fills the top of the funnel with high-intent hand-raisers; SalesHive makes sure those leads get worked properly while also uncovering net-new opportunities your ads will never reach on their own.
❓ Frequently Asked Questions
Do B2B companies still get good ROI from Google Ads in 2024?
Yes, when it's run correctly, Google Ads is still one of the highest-ROI paid channels for B2B. Industry data shows Google Ads conversion rates averaging around 3-4%, outperforming generic PPC averages, and B2B-specific benchmarks hover around a 3.04% conversion rate. For sales teams, the key is working with an agency that optimizes toward SQLs and opportunities instead of cheap top-of-funnel leads and that feeds CRM data back into Google Ads for smarter bidding.
How much should a B2B company budget for a Google Ads agency?
Most B2B teams will need at least a few thousand dollars per month in media spend plus a management fee that typically ranges from 15-25% of spend or a flat retainer tied to scope. Because B2B CPCs can average $4–$8+ in competitive spaces, you generally want enough budget to buy several hundred clicks per month in your core segments so you can generate meaningful conversion data. The right agency will help you back into a test budget based on your deal size, CPL targets, and sales cycle length.
Do I really need a B2B-specialized Google Ads agency?
If your deals involve multi-step sales cycles, multiple stakeholders, or ACVs above a few thousand dollars, a B2B-specialized agency is worth its weight in pipeline. They'll understand lead qualification, routing, offline conversion tracking, and how to balance top-, mid-, and bottom-funnel campaigns. Generalist PPC shops often optimize for easy conversions (like downloads or free trials) that look good in dashboards but don't translate into closed revenue for your sales team.
How long does it take to see results from a Google Ads agency?
Assuming a solid budget and clean tracking, you'll usually see early indicators (CPC, CTR, initial conversions) within the first 2-4 weeks and more stable performance after 60-90 days as bidding algorithms and negative keyword lists mature. In B2B, because sales cycles often run 2-6 months, it can take a full quarter or more to see clear opportunity and revenue trends. That's why it's so important to feed opportunity data back into Google Ads and to have realistic expectations agreed upon with your agency.
How should my SDR team work with a Google Ads agency?
Treat your SDRs as an extension of the ad program. Share ad copy, landing pages, and value props with them so their cold calls and email follow-up feel like a natural continuation of what prospects saw in the ad. Ask SDRs to tag every Google Ads lead with quality and disposition in the CRM, and review those patterns with the agency weekly. This feedback loop helps filter out low-value keywords, tighten demographic and firmographic targeting, and prioritize the segments that generate real opportunities for your pipeline.
What's the difference between a Google Partner and a Google Premier Partner?
Both designations indicate that an agency meets Google's standards for certification and performance, but Premier Partners sit in roughly the top 3% of agencies by factors like spend under management, growth, and product adoption. Premier status doesn't guarantee B2B expertise, but combined with strong B2B case studies it's a useful signal that the agency has deep platform access, dedicated Google support, and experience running larger, more complex accounts.
Should I use Google Ads alone or combine it with outbound sales?
For most B2B companies, you'll get the best results by combining both. Google Ads is fantastic at capturing high-intent buyers actively searching for solutions, while outbound SDRs can proactively reach ideal accounts that aren't in-market yet. That combination gives your sales team a mix of warm inbound leads and targeted outbound meetings, smooths out pipeline volatility, and shortens sales cycles when prospects see your brand in multiple channels.
How do I know if my current Google Ads agency isn't good enough?
Red flags include: no access to your ad accounts, thin reporting that stops at leads instead of opportunities, resistance to integrating with your CRM, and an inability to explain what's driving performance in plain language. If your SDRs complain consistently about poor lead quality and your CPA sits well above industry benchmarks without a clear plan to fix it, it's time to either tighten expectations or look for a more B2B-savvy agency.