What does outsourcing Google Ads mean?
You hand the daily work to a team that lives in the account. That team picks the search terms, writes the ads and guards the advertising budget. You keep control over your audience and your ceiling.
B2B is not a webshop. An order rarely comes out of a single click.
- The buying journey runs for weeks or months, so a click today is revenue much later.
- In many B2B niches search volume is small, so every wasted click weighs heavily on the result.
- The person searching is often not the one deciding, because procurement and management join in.
So we measure enquiries and sales meetings. Clicks and impressions say too little about a long buying journey. That fits the way we work, from buying signal to sales meeting, where ads, website and sales form one system.
Your budget goes to clicks, not to enquiries
Companies rarely call us because the campaign has stopped. The campaign runs, clicks arrive, and sales notices very little. Nobody can explain which query led to which enquiry.
The causes repeat themselves. The campaign sits apart from the rest of the marketing. Bids go to broad terms that attract students and competitors. And the enquiry that does come in waits days in a shared inbox.
How we approach outsourcing Google Ads
We work in four steps.
The monthly report shows the enquiries, the sales meetings and the search terms that produced them. In our campaigns for Van der Valk Hoogkerk we saw the cost per enquiry drop once we steered on companies from the ideal customer profile instead of on more clicks.
Google Ads never stands alone here. Search ads catch the demand that already exists, which is demand capture. If there is no demand yet, we build it first through LinkedIn and content.
Search terms with buying intent
We start from your ideal customer profile and from the words buyers actually type, not from agency jargon.
Campaign and exclusions
We build the campaign and a negative list, so job hunters and hobby traffic do not drain your advertising budget.
Enquiry and enriched lead
We measure which query leads to an enquiry and enrich that enquiry with company data.
Signal to sales
The account manager receives the lead with the campaign, the search term and the pages visited.
strong increase in business enquiries online
When outsourcing Google Ads works, and when it does not
It works when people already search for your solution and an enquiry is worth real money.
- Your order value is high enough to earn back an expensive click.
- Someone follows up on an enquiry within a working day.
- You know which companies you want to speak to, or you want to define that with us.
It does not fit every situation, and we would rather say so up front.
- Nobody searches for what you sell yet. Demand has to be built first, before search ads can do anything.
- Sales has no room to follow up, which leaves buying signals unanswered.
- You only want a low click price, without looking at enquiries at all.
How we work together
The person you speak to does the work in your account; there is no intern in between. Once a month we go through the results together and agree what changes in the month after.
In between you hear from us when something stands out in the figures. From you we need access to your advertising account and feedback from sales: which enquiries became a meeting and which did not.
Frequently asked questions
How do I get out of Google Ads?
Google Ads can be stopped straight away by pausing the campaigns in your own account. Make sure the account is registered to your company and that you are the owner, even while an agency manages it. If you work with us, the account is in your name and the history stays with you if you leave.
What does outsourcing Google Ads cost?
You pay two things: the advertising budget that goes to Google and a fee for the management. What makes sense depends on your market, your order value and how much people search in your niche. We work it out together in a first conversation.
Should you outsource Google Ads or do it yourself?
Doing it yourself works well when someone has time every week and keeps the search terms and exclusions up to date. Without that upkeep a campaign slowly fills with traffic that never becomes an enquiry. Outsourcing mainly buys time and pace. Nothing more.
How much budget do you need for Google Ads in B2B?
Your budget depends on how much people search in your market and what a click costs there. In niches with expensive clicks it is wiser to start small on a handful of search terms with buying intent. When enquiries grow, we scale up.