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Let's get into the basics of Google Ads

Google Ads, often referred to as PPC, is a powerful tool for extending your company's influence. It lets you reach potential customers who are searching for your products or services, or browsing content related to your industry. It's also competitive and increasingly automated, which makes it easy to spend money without getting the return you expect.

Here are three tactics we use to improve Google Ads performance for B2B companies.

TL/DR shortcuts:

  • Responsive search ads (and how much to hand to AI Max)
  • Smart Bidding strategies
  • Your data segments (remarketing)

Use responsive search ads, then decide how much to automate

Responsive search ads are the standard ad format for Search campaigns. You write multiple headlines and descriptions, and Google tests combinations to find what fits each search.

A few things to get right:

  • Write up to 15 headlines and 4 descriptions. Make each one distinct: lead with outcomes, proof points, and a clear call to action, not 15 variations of the same phrase.
  • Pin sparingly. Pinning a headline to a position gives you control, but it limits the combinations Google can test.
  • Use Ad strength as a guide, not a goal. A "Good" ad with sharp, accurate messaging beats an "Excellent" ad full of filler.
  • Add assets (formerly called extensions): sitelinks, callouts and call assets all increase your ad's real estate.

AI Max for Search

AI Max is a set of AI features you can turn on inside a standard Search campaign. It isn't a separate campaign type. It includes three things:

  • Search term matching: uses broad match plus your ads, assets and landing pages to find relevant searches beyond your keyword list.
  • Text customization: uses generative AI and your existing copy to write ad text that fits each search.
  • Final URL expansion: can send the click to a different page on your site if Google thinks it's a better match.

Heads up: Google is moving Search campaigns that used automatically created assets or the campaign-level broad match setting into AI Max, and Dynamic Search Ads campaigns are next in line. If you run either, check your campaign settings.

Our advice for B2B advertisers:

  1. Start AI Max in one campaign, not the whole account, and compare results against your standard setup.
  2. Review the search terms report weekly. Add negative keywords for anything off-target.
  3. Use brand and URL controls so the system doesn't send traffic to careers pages or old blog posts.
  4. Read the AI-written ad text before it runs at scale. Make sure it's accurate and on-brand.

Use Smart Bidding strategies

Smart Bidding uses machine learning to set bids for every auction based on signals like device, location, time of day and audience. For most accounts, it's the right default.

Two things worth knowing:

  • The names are simpler. "Maximize conversions with a Target CPA" is now simply Target CPA, and "Maximize conversion value with a Target ROAS" is now Target ROAS. Same bidding behavior, new labels.
  • Budget-limited campaigns stick to targets. Campaigns limited by budget are now steered closer to the Target CPA or Target ROAS you set, rather than beating it with fewer conversions. If you set loose targets on tight budgets, revisit them.

How to choose:

  1. Maximize conversions when you're building volume and don't yet have a stable cost per lead.
  2. Target CPA once you know what a lead is worth and have consistent conversion volume.
  3. Target ROAS when you pass different values for different conversions, such as lead scores or deal sizes.

Whichever you choose, Smart Bidding is only as good as your conversion tracking. For B2B, that means tracking qualified leads, not just form fills. Importing offline conversions from your CRM is one of the highest-impact changes you can make.

Use your data segments for Search ads (remarketing)

Google now calls remarketing lists "your data segments." The idea is the same: people who have already visited your site or engaged with your business are often more likely to convert, so you can bid differently for them when they search.

To set it up:

  1. Install the Google tag on your site (or confirm it's already there through Google Tag Manager).
  2. In Google Ads, go to Tools, then Audience manager, then Your data segments, and create a segment of website visitors.
  3. Add the segment to your Search campaign in Observation mode first. This reports on those users without limiting who sees your ads.
  4. Once you have data, raise bids or tailor ads for that segment. Switch to Targeting only for dedicated remarketing campaigns.
  5. Upload Customer Match lists (your CRM contacts) to reach known prospects and to exclude existing customers.

A note on list sizes: Chrome kept third-party cookies, but Safari and Firefox block cross-site tracking by default, so remarketing lists are smaller than they used to be. Customer Match memberships are also capped at 540 days. First-party data, meaning your own CRM and logged conversions, matters more every year.

One more change: ads in AI answers

Google can now show ads above, below or within AI Overviews on Search. You don't need a special campaign for this, but it's another reason to keep your ad copy and landing pages clear and specific: AI-driven placements reward relevance.

Ready to get started with Google Ads?

These tactics are a starting point. Keyword research, ad copywriting, landing page optimization, conversion tracking and reporting all play a role, and the platform keeps changing.

At WolfeDen Marketing, we're a boutique, founder-led practice with hands-on Google Ads experience, and we can help you design and run a strategy that fits your business and budget. Book a strategy call.