Request a call
High-intent Google search
B2B and SaaS teams with search demand for their category, and a sales team ready to speak to buyers.
Google Ads that capture high-intent demand and optimize on revenue, not leads
In short
PlanConversion manages Google Ads for B2B and SaaS teams. We capture high-intent search demand, layer in-market and customer audiences, retarget known visitors, and connect HubSpot or Salesforce so Google optimizes toward qualified pipeline and revenue through value-based bidding instead of cheap form fills.
Measured by: Qualified pipeline and revenue per dollar, from the CRM
Last updated
Clients
The problem
What usually goes wrong
Google optimizes for the wrong lead
When the conversion is any form fill, the algorithm finds more people who fill forms, including students, vendors and job seekers.
Intent is mixed together
Buying queries share budget with research, support and job searches, so average cost looks fine while pipeline stays flat.
The CRM never talks to Google
Qualified leads, meetings and revenue stay in HubSpot or Salesforce, so Google cannot learn which clicks were worth paying for.
Audiences are an afterthought
In-market, customer match and retargeting signals sit unused while keywords carry everything.
Our approach
How we run it
Every step is reviewed with your team, and every result is reported from your CRM.
Separate intent
Split buying, comparison, brand, competitor and research queries into their own campaigns with their own budgets and goals.
Fix the signal
Capture click IDs, send enhanced conversions, and import qualified lead, opportunity and revenue events from the CRM with values.
Bid on value
Move from lead volume goals to value-based bidding once there is enough clean conversion data, with guardrails and testing.
Layer audiences and retargeting
Add in-market, custom segment, customer match and remarketing signals to search, YouTube, Demand Gen and Performance Max.
Review weekly against pipeline
Clean search terms, shift budget by sales outcomes and test ads, pages and offers in a controlled order.
Deliverables
What you get
High-intent search
Campaign structure, keywords, negatives, ad copy and pages built around buying queries.
In-market and custom audiences
Audience layering that adds reach and signal without losing relevance.
Retargeting
Remarketing by page, stage and account list, with exclusions for customers and open deals.
Demographic and device optimization
Location, device, schedule and audience adjustments based on what converts to pipeline.
CRM integration
HubSpot and Salesforce connected through offline conversion import and enhanced conversions.
Value-based bidding
Conversion values by stage, target ROAS or maximize conversion value, and rules that keep it stable.
Dynamic and automated formats
Responsive search ads, dynamic search ads, ad customizers, Performance Max and Demand Gen, with controls.
Return improvement program
A prioritized plan to lift return, with every lever tested and measured.
A good fit when you have
- B2B and SaaS teams with measurable search demand
- Teams with HubSpot or Salesforce and sales follow-up
- Teams that want Google judged on pipeline, not lead count
Programs
Ways to work with us on google ads
In-market and custom audiences
Teams with solid search coverage that want more reach or better signal without losing relevance.
Google Ads retargeting
B2B and SaaS teams with enough website traffic to build segments and a cycle where buyers return several times.
Audience and demographic optimization
Teams with enough conversion data to see patterns, and a CRM that records which leads became opportunities.
Google Ads HubSpot and Salesforce integration
Teams running Google Ads with HubSpot or Salesforce who want to see and optimize on pipeline and revenue.
Value-based bidding
Teams with reliable CRM conversion data and enough qualified conversions to support automated bidding.
Dynamic and responsive ads
Teams with many products, locations, industries or queries to cover, and the content to support them.
Performance Max and Demand Gen
Teams with strong search coverage and good conversion data who want more reach in a controlled way.
Improving Google Ads return
Teams that spend on Google today and want a plan for improving return, with evidence at each step.
Credentials
Demandbase partner. 6sense for 5+ large enterprises.
DemandbaseStrategic partnerWe operate Demandbase end to end: setup, account strategy, campaigns, sales alignment and attribution.6sense5+ enterprise implementationsImplemented 6sense for at least five large enterprises, from data and integrations to orchestrations and reporting.HubSpot and SalesforceCRM and attributionLifecycle, routing, scoring and pipeline reporting in the CRM your sales team already uses.ClaudeAI implementationShared knowledge, agents and automated workflows for marketing and revenue teams.
PlanConversion went beyond flagging a misfiring tracking tag. They brought the fix and a forward-looking testing plan to keep our tracking reliable.
Pipeline quality and win rates improved within a quarter. We finally had one connected demand engine with shared metrics.
Pricing
Google Ads is a platform under our paid media retainers: up to $25K ad spend $2,550 per month; $25K to $50K $3,825; $50K to $100K $5,100; $100K and up custom. One-time setup $1,750. These figures cover your first platform; each additional platform, such as LinkedIn Ads, has its own setup and monthly management fee, quoted in your proposal. You pay Google directly. See all pricing
Your team
Who runs your google ads program
Senior Manager, Digital Performance
Twenty years of paid search and SEO growth for major Canadian brands in finance, retail and telecom, including value-based bidding at enterprise scale.
Paid Media Specialist and Account Manager
Runs day-to-day paid media and client communication: budgets, audiences, weekly optimization and reporting.
Founder and Director of Revenue Growth Strategy
Leads strategy on every engagement. Former enterprise marketing leader at Coveo, Assent and Nakisa with 20+ years in B2B demand generation.
LinkedIn
Senior Graphic Designer and UX/UI Designer
Designs landing pages, ad creative and site experiences built around conversion and clear proof.
Insights
Read before you decide
Hiring a Google Ads agency in Montreal for B2B: what good looks like
What a good Google Ads agency in Montreal does for B2B: high-intent search structure, offline conversions, bilingual campaigns, honest reporting and how to audit your current account.
Offline conversions in Google Ads: why enterprise B2B should optimize for pipeline, not form fills
Why enterprise B2B teams should import offline conversions into Google Ads: send CRM stages back to the algorithm, what to capture, which stage to train on and the mistakes to avoid.
Value-based bidding in Google Ads: how enterprise teams train the algorithm on their ICP
How enterprise B2B teams use value-based bidding in Google Ads: assign values by account tier and funnel stage, feed them from the CRM and let Smart Bidding find more of your ideal customers.
Google Ads for enterprise B2B: separating buying intent from research traffic
How to structure enterprise B2B Google Ads so budget goes to buying-intent searches, research and support queries are filtered out, and results are measured in the CRM.
Free tools
Size the opportunity before you call us
A/B test sample size and duration calculator
How long will your test take, and is your traffic enough?
Open the tool →CRO revenue impact calculator
What a conversion lift is worth in pipeline and revenue.
Open the tool →Attribution model simulator
See how one deal’s credit shifts across five attribution models.
Open the tool →Tracking signal loss estimator
How many paid conversions your ad platforms cannot see.
Open the tool →Paid media to revenue scorecard
Pipeline-to-spend, cost per SQL, ROAS and CAC against enterprise benchmarks.
Open the tool →Pipeline gap calculator
How much pipeline marketing needs each quarter to hit the number.
Open the tool →FAQ
Google Ads: common questions
Related services
Can you make our Google Ads return ten times stronger?
We do not promise a multiple, because returns depend on your market, offer, sales process and starting point. What we do is work through the levers that usually decide return: intent separation, conversion quality, CRM signals, value-based bidding, audiences, pages and sales follow-up. We measure each change against pipeline so you can see what moved.
How does Google Ads work with HubSpot and Salesforce?
We capture the click ID and campaign data on the form, pass it into the CRM, and send qualified lead, opportunity and revenue events back to Google as offline conversions. That lets reports and bidding use real sales outcomes.
What is value-based bidding?
Bidding that optimizes for conversion value, such as pipeline or revenue, instead of conversion count. It needs reliable conversion data with values, so we fix measurement first.
Do you work on Microsoft Ads too?
Yes. Microsoft Ads follows many of the same principles and can add reach in some B2B markets. It is priced as an additional platform.
Who pays Google?
You do, directly. You own the account and the data. Our fee is a flat retainer.
Start small
Not ready for a full engagement? Start with something free.
Four low-commitment ways to see how we think before you spend anything. No contract, no sales script.
Free audit
Claim your free audit
With read-only access to your Google, LinkedIn and Meta accounts, we show where spend is leaking and what to fix first.
Claim the audit 30 minutesBook a free strategy session
A working conversation with a senior strategist about your goals, your market and the fastest route to pipeline.
Book the session Free snapshotGet a competitor and market snapshot
A short read on who else is competing for your buyers, where they are winning and where the gap is for you. No account access needed.
Request the snapshot Free checkCheck your AI search visibility
See how ChatGPT, Perplexity and Google AI describe your brand, and which competitors they recommend instead.
Run the check