Judge the ads by revenue. Not by sign-ups that never pay.
In B2B, a sign-up is a hope and a sale arrives weeks later, somewhere Google Ads cannot see. Oppy checks what the account counts, how long its results take to arrive, and how much of the budget buys your own name.
- Conversion lag measured
- Sales sent back to Google
- Brand split out
Why B2B numbers mislead.
Brand flatters the blend
People searching your name convert several times better than strangers. A blended cost per lead hides what non-brand search really costs.
Results arrive late
A demo request can turn into a deal three weeks after the click. Pausing a keyword on last week's numbers judges an unfinished week.
Sign-ups are not customers
Until sales flow back to Google Ads, bidding optimises for whoever fills the form, including students and competitors.
The checks a B2B account gets.
10Checks listed here
Measurement
Can the numbers be trusted
Conversions that arrive after the report is read
Conversions that keep arriving days after the click. Lag belongs to the business, from seconds for a call to weeks for a B2B lead. The fault is judging last week as finished.
Conversions that arrive after the report is read: How it decides and what to doWhat happens after the lead, told back to Google
A sales or call import that exists, is a primary goal and has received nothing. Somebody built the pipe and nobody sent it a row.
What happens after the lead, told back to Google: How it decides and what to doDifferent results added into one number
Form fills, contacts and calls summed into one conversions figure. All real, with different costs and close rates, in a single number every ratio divides by.
Different results added into one number: How it decides and what to do
Structure
How it is built and set
No Search keyword bids on the brand
No Search keyword contains the brand, so a competitor can sit above your result, often for less than you would pay. Judged on the Search keywords.
No Search keyword bids on the brand: How it decides and what to doCompetitors you named, that nothing bids on
Competitor names you confirmed that no keyword covers. Only the confirmed list is used, because history alone cannot tell a rival's name from a word your own product needs.
Competitors you named, that nothing bids on: How it decides and what to doSearches that already make money and have no keyword of their own
Searches that already convert with no keyword of their own, read over a long period so a search that converts now and then still counts. The one check that says the account is missing something.
Searches that already make money and have no keyword of their own: How it decides and what to doA country targeted in a language it does not speak
A country where people search in several languages, targeted in only one, such as a Belgian campaign in French that never reaches people who search in Dutch. Asked as a question, since one language can be a choice.
A country targeted in a language it does not speak: How it decides and what to do
Spend
Where the money goes
How much of the budget buys the account's own name
How much of the budget buys the account's own name. Brand converts several times better than the rest, so a blended cost per lead describes nothing you can grow. Reported, not judged.
How much of the budget buys the account's own name: How it decides and what to doA brand campaign letting Google decide what your own name is worth
Automated bidding on the account's own name. People searching for the brand have already chosen it, so Smart Bidding bids to reach its target on average, for clicks that cost far less by hand.
A brand campaign letting Google decide what your own name is worth: How it decides and what to doA target set before the bidding has enough to learn from
A CPA or ROAS target set on a campaign with too few conversions a month to learn from. The bidding holds back for a cost it cannot learn yet. The usual fix is to take the target off and let Maximize conversions learn first.
A target set before the bidding has enough to learn from: How it decides and what to do
Close the loop with sales. So the account sees which searches bring customers.
Export the deals from your CRM and give them to Oppy. It checks the file, matches what it can, and sends the sales to Google Ads once you approve. They arrive as a secondary conversion: make it primary, and Smart Bidding learns which searches bring paying customers.
A file is enough
Upload a sales export, or connect the sales import for the account.
Checked before it is sent
Oppy checks the file first, and nothing goes to Google without your approval.
Consent respected
Sales are sent with the people's consent, as Google requires.
Small volumes, honest answers.
Many B2B accounts produce ten or fifteen conversions a month. That is thin for a target CPA to hold steady, and too few to judge a keyword by its cost per lead.
Oppy's checks are judged on your own account's numbers. The ones that weigh conversions wait until there are enough to judge, and a campaign with too few conversions is left on Maximize conversions without a target until it can learn.
Questions from SaaS and B2B teams.
Anything else? Ask Oppy in the product, or write to the team.
Does Optizads connect to our CRM?
Not directly yet. Export your deals as a file, or use the sales import, and Oppy sends them to Google Ads as offline conversions once you approve.
Should we bid on competitors' names?
Often it is worth testing, since someone comparing you with a named rival is close to a decision. Oppy only uses the competitor names you confirm: the ones nothing bids on come up as a task for you to decide, and searches for them that cost money and never sold can be proposed as negatives.
Is our brand campaign worth running?
The audit shows how much of the budget buys your own name, and whether a brand campaign runs on Smart Bidding, which tends to overpay for people who would have found you anyway.
We sell in several countries. Can Oppy handle that?
Yes. It checks that each country is targeted in the languages people search in there, and that campaigns target people in the country rather than people interested in it.
Put Oppy to work on your account.
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