Google Ads that bid for pipeline, not form fills.
When your buyers finally search, we make sure Google turns that intent into qualified pipeline. Tight search, honest economics, and bidding trained on your CRM, not on whoever fills in a form.
Free, 30 minutes. Leave with a waste check of your Google account and your first three fixes.
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Most B2B Google accounts are very good at the wrong thing.
Google's bidding is excellent at finding more of whatever you tell it to count. In most B2B accounts, that's form fills.
The cheapest conversion it can find.
- Every form fill counted the same
- Broad match spending on loose searches
- Performance Max chasing cheap leads
- Brand search getting all the credit
Searches that become pipeline.
- Bidding trained on SQLs and opportunities from your CRM.
- Tight, high-intent keywords, mined every week.
- Automation only where there's enough data to steer it.
- Credit shared with the channels that created the demand.
Search volume is a ceiling, not a dial.
In a niche B2B category, only so many people search for what you sell each month. Google can capture that demand very well. It can't create more of it.
Once your brand, high-intent and competitor searches are covered, extra budget buys looser traffic at a higher cost per qualified lead. We'll tell you where that point is for your market, and put the rest of the budget where it creates demand.
Five campaign jobs. One budget, one goal.
A typical starting structure for a sales-led SaaS account. We size each part to your search volume, not to a template.
Brand protection
Own your name before competitors do. Cheap, high-converting, and the place LinkedIn-created demand shows up.
High-intent search
Category, problem and solution terms people use when they're ready to buy. Exact and phrase match, mined weekly.
Competitors & alternatives
"[Competitor] alternative" searches sent to honest comparison pages, judged on cost per SQL, not CPC.
Remarketing & account lists
YouTube, Demand Gen and Customer Match on site visitors and target accounts, many of them sent by LinkedIn.
Performance Max, with guardrails
Only once offline conversions are flowing, with brand excluded and negatives in place. Otherwise it buys cheap leads.
Share of Google budget · typical starting point, adjusted to your market
Teach Google what a good lead is worth.
We send your CRM stages back to Google with a value on each one. Bidding stops chasing form fills and starts chasing the searches that turn into opportunities.
Google's lead-gen guidance asks for about 15 conversions in 30 days before value-based bidding settles, and learning can take up to six weeks at low volume. Most B2B accounts don't have that many opportunities. So we bid on the deepest stage with enough volume, consolidate campaigns, and move down the ladder as data builds.
Source: Google Ads Help, Performance Max best practices for lead genGoogle captures the demand LinkedIn creates.
Most of your buyers aren't searching yet. LinkedIn reaches them by job title and company months before they do. When they're ready, they search your name, and Google catches them.
Run by two agencies, branded search takes all the credit and the channel that created the demand looks like a cost. We run both, so the budget follows what's actually working.
- One account list across both channels
- LinkedIn engagers fed into Google remarketing and Customer Match
- Branded search volume tracked against LinkedIn reach
- One report, against pipeline in your CRM
Search is getting dearer. Precision matters more.
Published B2B benchmarks from independent datasets, so you know what you're walking into.
Rise in non-brand B2B search CPC in a year, from $4.13 to $5.34.
Click-through rate fell from 5.47% to 4.04% over the same period. Loose keywords cost more every quarter.
Dreamdata · Aug 2024 to Jul 2025From first LinkedIn impression to revenue, on average.
The search that converts is the last step of a long journey, which is why last-click reporting misleads.
Dreamdata · 2026, 3.5M journeysGoogle Search ROAS in B2B, against 121% for LinkedIn.
Not a reason to skip Google, a reason to run it tightly and alongside the channel that feeds it.
Dreamdata · 2026 benchmarksWhat we check first.
The issues we find in almost every B2B Google account we take over, roughly in order of how much money they're costing.
- Which conversions Google bids on
- Enhanced conversions
- CRM stages sent back
- Search terms that never became pipeline
- Missing negatives
- Display and partner leakage
- Brand cannibalisation
- Match types
- Performance Max overlap
- Cost per SQL by campaign
- Credit vs LinkedIn
- Landing page conversion
Pipeline from search and social.
Over the course of 7 months, they've 9x'd the number of deals in the pipeline directly from LinkedIn and Google. I'd highly recommend them to anyone needing help with B2B ads.
We launched LinkedIn, Google, and Meta together and are now exploring GTM outbound with them as well. They really know their stuff and are super proactive; it genuinely feels like they're part of the team.
Start with Google. Add LinkedIn when you're ready.
Media spend is paid directly to the advertising platforms and is separate from Kiin's management fee.
Google Ads
Google Ads strategy and management, sized to your search volume.
- Search: brand, high-intent and competitor
- Remarketing, YouTube and Customer Match
- CRM conversions fed back into bidding
- Negative keyword and search term reviews
- Reporting against pipeline
Google + LinkedIn
Full management across LinkedIn and Google Ads, as one system.
- Everything in Google Ads
- LinkedIn Ads: Thought Leader Ads, ABM and Conversation Ads
- CRM conversions fed back into bidding
Full Paid Media
LinkedIn, Google, Reddit and Meta, as one system.
- Meta
Not sure which mix you need? We'll recommend one on the call, with your Google account in front of us.
Outbound
End-to-end outbound management, including the tooling stack.
RevOps
A separately scoped engagement, based on what the business needs.
Start with a 3-month pilot.
- 3-month initial engagement
- Google media budget sized to your search volume
- Adding LinkedIn? At least £4,000 a month in LinkedIn media
- Enough time and spend to establish real audience, creative and conversion data
Media spend is separate from Kiin's fee and paid directly to Google, LinkedIn and the other platforms.
Questions buyers ask first.
How much should we spend on Google Ads?
It depends on how many people search for what you sell. We size the budget to cover your brand, high-intent and competitor searches properly, then tell you honestly where extra spend stops paying. In niche categories that can be a few thousand a month; the rest of the budget usually works harder on LinkedIn.
Should we run Google or LinkedIn?
For sales-led B2B SaaS, usually both. LinkedIn creates demand among buyers who aren't searching yet; Google captures it when they do. If your category already has strong search demand you aren't capturing, start with Google. If almost nobody searches for it, start with LinkedIn.
Do you use Performance Max?
Only with guardrails: offline conversions flowing from your CRM, brand excluded, negatives in place and enough volume to learn from. Without those, it tends to optimise toward the cheapest leads it can find.
Should we bid on competitor names?
Usually yes, sent to honest comparison or alternatives pages and judged on cost per SQL rather than CPC. They're often expensive per click and good per opportunity.
How do you measure results?
Against your CRM: cost per SQL and per opportunity by campaign, not form fills. We send CRM stages back to Google so its bidding learns from the same numbers we report on.
How long until we see results?
Tracking and waste fixes often show up in the first month. Smart bidding needs time to learn on new conversion goals, typically several weeks, and longer at low volume.
Do you run Microsoft Ads and YouTube too?
Yes. Microsoft Ads is often cheaper and increasingly feeds Copilot answers. YouTube and Demand Gen work best on remarketing and account lists rather than cold audiences.
Can you work with our in-house team?
Yes. Most clients have one. We slot in as the paid media specialists and work to your brand, content and sales processes.
Book a call. Leave knowing where your Google budget leaks.
Your waste check
The search terms, campaigns and conversion goals spending money that never turns into pipeline.
Your search ceiling
How much real intent exists in your market, and the pipeline range a Google budget can realistically buy.
Your first three fixes
The changes that would move your numbers most, ranked by how much spend each one touches.
Running Google already? Give us read access and we'll bring the waste check. New to it? We'll size the opportunity from your market.
Also running LinkedIn? Benchmark it free →