Google Ads is a powerful tool to attract high-quality B2B customers across every stage of the buyer journey. Search Ads put your business at the top of Google results, targeting users actively looking for your products or services. Display Ads build brand awareness across relevant websites using engaging visuals, reaching a wider audience beyond search. Google Shopping showcases your products in comparison listings, driving direct traffic to your online store—though success depends on regularly optimizing your product feed. Remarketing re-engages visitors who’ve shown interest, increasing the chance of conversion when used strategically. In today’s digital landscape, lead generation goes far beyond cold calls—email, social media, and smart targeting play key roles in driving results. In B2B, purchase decisions are often made by teams rather than individuals, so your ads must speak to various stakeholders—buyers, finance teams, or project managers. Though B2B conversions are less frequent and often offline, they’re typically higher in value, making even a €150 lead worthwhile. To get the most out of your campaigns, set clear goals like CPL or ROAS, use regional targeting to explore new markets, and track both major and micro conversions. With the right strategy, Google Ads can deliver scalable, cost-effective growth for your B2B business.