Sinead Renner

Connect your ad spend all the way to closed revenue, not just form fills.

Bridge the gap between form fills and actual buyers with hashed CRM data.

Campaign-level budgets usually work better for B2B than Google's default shared approach.

Split impression share targets by keyword intent to capture deals at the bottom of your funnel.

Google's Smart Bidding chases form fills unless you teach it to chase revenue instead.

Asset groups are your only real control lever in Performance Max for B2B.

Higher-intent keywords and smarter funnel staging beat bigger budgets in B2B Google Ads.

Google Ads captures existing demand in B2B sales cycles, not new demand—optimize accordingly.

Standard Search outperforms Performance Max for B2B lead quality and cost per qualified opportunity.