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B2B companies

B2B PPC built for small search markets and long sales cycles.

Octomize is a B2B PPC agency that runs Google Ads and Meta Ads for companies with long sales cycles and small search markets. We filter out students, job seekers and vendors before they reach your sales team, then import CRM stages such as qualified lead, opportunity and closed deal, so bidding learns which searches turn into pipeline.

What's included

  • Google Ads Search built on tight, low-volume keyword themes
  • Negative keyword lists for jobs, courses, free tools and definitions
  • Meta Ads for retargeting and reaching decision-makers
  • Offline conversion imports from each CRM stage
  • Landing pages and forms that qualify by company and role
  • Reporting on cost per qualified lead and pipeline value

What makes B2B paid search different

Your buyers are few, and they seldom decide alone. A niche software or manufacturing term may get a handful of searches a month, and the person clicking may be one of several people at the company who weigh in before anyone signs. Broad match and automated campaigns fill that gap with whatever traffic they can find: students, job seekers, people after a free template and sales reps pitching you.

The cycle is long too. A deal can close months after the first click, long after the ad platforms stopped paying attention. If the only conversion they see is a form fill, they get better at finding people who fill in forms.

What we run for B2B companies

Google Ads Search does most of the work, on tight keyword themes with negative lists built for B2B noise. Meta Ads retargets your site visitors and reaches decision-makers with content and offers they wouldn’t search for. Each campaign gets a landing page and a form that asks for company and role, so sales can sort leads before the first call.

The core is CRM data. We import each stage, from qualified lead to opportunity and closed deal, through offline conversion imports and give each a value, as we describe in lead quality scoring. B2B software companies have their own page at SaaS paid acquisition, and the wider approach sits under lead generation.

Where we work

B2B companies selling in the United Kingdom, the EU and the United States. We work in English, from Sofia, during the UK and European working day.

See it in practice

  • Google Ads
  • Tracking

Bringing back a forklift dealer's lost leads

A forklift and equipment dealer's ad leads collapsed in early 2026, and its form leads had not been counted since October. We flagged the tracking gap as the root problem, then cleaned up the account. Calls from ads more than doubled, and the cost per call fell from $586 to $330, back to last year's level.

Source: Google Ads, client account, Apr–Jun 2026 vs Jul–Sep 2026 (Jul–Sep 2025: $322 per call)

  • Google Ads

43% lower cost per purchase for a lab-supplies store

A B2B store selling microbiology test supplies paid $88 in Google Ads for each online order. We cut the campaigns that didn't pay back, rebuilt brand search and tightened who saw the ads. A year later, the same quarter brought 23% more orders at $50 each, on 31% less spend.

Source: Google Ads, client account, Purchase Complete conversions, Jul–Sep 2025 vs Jul–Sep 2026

How it works

  1. 01

    Define a qualified lead

    We sit down with sales and agree what makes a lead worth calling: company size, role, use case. Then we map the CRM stages that follow.

  2. 02

    Connect the CRM

    We set up offline conversion imports for qualified leads, opportunities and closed deals, each with a value, so Google and Meta see more than form fills.

  3. 03

    Launch narrow

    We start with the searches closest to a buying decision and a long negative list, because small B2B markets leave little budget to waste.

  4. 04

    Bid on pipeline

    Once enough stages flow back, we move bidding toward qualified leads and opportunities and cut the terms that only bring form fills.

What we do: the system

We don't just run ads. We own everything that determines outcomes.

  1. 01 · Strategy

    Digital strategy

    Before we touch an account, we set the plan: which channels, what budget, what a lead or a sale is worth to you, and what we test first.

    • Channel mix and budget split
    • Target CPA or ROAS set from your margins
    • A 90-day plan with clear milestones
  2. 02 · Landing page

    Landing pages + CRO

    Most paid traffic is lost on the page, not in the ad. We build or rework the page around one offer and one action, then keep improving it on real visitor behavior.

    • New pages or fixes to the ones you have
    • Message matched to the ad and the search
    • CRO roadmap from session recordings
  3. 03 · Tracking

    Tracking & measurement

    If the numbers are wrong, every optimization is a guess. We set up tracking that holds up against ad blockers and cookie limits, and send real outcomes back to the ad platforms.

    • GA4 and GTM, client- and server-side
    • Enhanced Conversions and Meta CAPI
    • Offline imports: qualified lead, booked call, closed deal
  4. 04 · Ads

    Performance marketing

    With the plan, the page and the tracking in place, we build the campaigns and optimize them every week on real data.

    • Google Ads and Meta Ads builds or restructures
    • Keyword, audience and creative testing
    • Bidding toward profit, not just volume
  5. 05 · Reporting

    Profit-focused reporting

    You see sales, profit and lead quality, the numbers your business runs on, not clicks and impressions.

    • KPIs agreed with you up front
    • ProfitMetrics when margin data is available
    • Regular updates in plain English
  6. 06 · Growth

    Business growth support

    Once the system runs, the data shows where else you can grow. We bring you the ideas.

    • New products or services the data points to
    • New channels and markets to test
    • Offer and pricing ideas from what converts

Further reading

· Boris

MSP Marketing with Google Ads

MSP marketing with Google Ads: split break-fix from managed IT searches, filter out consumers and job seekers, and bid on signed contracts.

  • Lead generation
  • Google Ads
  • Strategy

· Boris

GDPR and Ad Tracking in the EU: What Needs Consent

What GDPR and the ePrivacy rules mean for Google Ads and Meta tracking in the EU and UK: what needs consent, what Google requires, and server-side limits.

  • Lead generation
  • E-commerce
  • SaaS

How it works

A simple 3-step process from audit to results.

  1. Intake + access

    Request your free Profit Growth Plan

    Fill out a quick form and share access. We review your current setup.

  2. What's broken, what to fix

    Audit + strategy

    We identify gaps in tracking, landing pages and campaigns, then deliver a clear plan.

  3. Continuous improvement

    Execution & optimization

    We implement, test and refine. You get regular updates on profit-focused metrics.

What you get

Everything you need to scale profitably.

Execution, growth foundations and transparent pricing.

Execution

  • Account build or restructure
  • Ongoing optimization and testing
  • Creative direction inputs
  • Keyword research and expansion
  • Audience targeting and refinement

Growth foundations

  • Landing page improvements + CRO roadmap
  • Tracking setup and fixes (GA4, GTM, SST)
  • Offline conversion imports for lead gen (Google + Meta)
  • ProfitMetrics integration when needed
  • Reporting aligned to business outcomes

Transparent pricing

  • Free Profit Growth Plan first
  • No setup fee
  • Flat retainer + % of profit or revenue impact
  • Finalized after scope is defined
  • You decide after reviewing the plan

Partners & reviews

Trusted by partners. Rated by clients.

TAGGRS

Official partner

Server-side tracking that keeps conversion data accurate as browsers block more.

ProfitMetrics

Official partner

Profit-based tracking, so campaigns bid on real margin, not just revenue.

BESCO

Member

Part of BESCO, the Bulgarian Startup Association.

FAQ

Questions we get asked.

Why does B2B PPC bring so many junk leads?

B2B keywords overlap with job hunting, study and free tools. Someone searching for your software category might be a buyer, a student writing a paper or a rival checking you out. Negatives, qualifying forms and CRM imports tell the platforms who the buyers are.

Our sales cycle takes months. Can the ad platforms learn from that?

Yes, if you import the earlier stages too. A qualified lead or a booked meeting arrives within days or weeks, gives the platforms a signal to learn from, and the closed deal adds value later.

Search volume for our niche is tiny. Is Google Ads worth it?

Often, because the few people who do search are close to buying. We keep match types tight and track every lead to the CRM, so a small account can still show you what it costs to win a customer.

Do you run LinkedIn Ads?

LinkedIn Ads sit outside our core services. We run Google Ads and Meta Ads. If your team runs LinkedIn, we import the same CRM stages, so you can compare channels on one definition of a qualified lead.

Do you work with B2B SaaS?

Yes. SaaS has its own page, because trials and product sign-ups add steps that service businesses don't have.

Let's talk

Get your free Profit Growth Plan.

Tell us about your business. We'll review your setup and come prepared with initial directions for your custom Profit Growth Plan.

  • Free audit + strategy document
  • No obligation to proceed
  • Clear recommendations with expected impact

Google Ads Certified · ProfitMetrics Partner · TAGGRS Partner

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