CMO · Template · Intermediate · Saves 30+ hours
Google Ads B2B Campaign Structure
A proven campaign structure for Google Ads specifically optimized for B2B lead generation. Not generic Google Ads advice - B2B-specific structure.
What's included
- Campaign Architecture
- Campaign type selection for B2B
- Campaign naming conventions
- Budget allocation framework
- Bidding strategy selection
- Search Campaign Structure
- Keyword research methodology
- Ad group organization
- Match type strategy
- Negative keyword management
- Display Campaign Structure
- Audience targeting for B2B
- Placement strategy
- Remarketing structure
- Landing Page Integration
- Landing page requirements
- Conversion tracking setup
- CRM integration
Best used when
- Setting up Google Ads for B2B
- Restructuring poor-performing accounts
- Training new PPC managers
- Agency onboarding
- Account audits
Why this is Gold
B2B Google Ads is different from B2C, but most resources don't acknowledge this. This structure is specifically designed for longer sales cycles, higher ACVs, and complex buyer journeys.
The template
The Template
ACCOUNT ARCHITECTURE
Campaign Organization
| Campaign | Type | Goal | Budget % |
|---|---|---|---|
| Brand | Search | Protect brand | 10% |
| Non-Brand Core | Search | High-intent | 40% |
| Non-Brand Discovery | Search | Expansion | 20% |
| Remarketing | Display | Conversion | 20% |
| YouTube | Video | Awareness | 10% |
SEARCH CAMPAIGN STRUCTURE
Keyword Research Framework
Priority Tiers:
| Tier | Intent | Examples | Bid Strategy |
|---|---|---|---|
| Tier 1 | High intent | "[product] demo", "[product] pricing" | Aggressive |
| Tier 2 | Solution seeking | "best [category]", "[category] software" | Moderate |
| Tier 3 | Problem aware | "how to [solve problem]" | Conservative |
Ad Group Organization
| Ad Group | Theme | Keywords | Match Types |
|---|---|---|---|
| [Feature] | Product feature | 10-20 | Phrase, Exact |
| [Use case] | Use case | 10-20 | Phrase, Exact |
| [Competitor] | Competitor names | 5-10 | Exact only |
Match Type Strategy
| Match Type | Use Case | Budget % |
|---|---|---|
| Exact | Core terms, proven performers | 50% |
| Phrase | Tested variations | 30% |
| Broad | Discovery (with smart bidding) | 20% |
Negative Keywords
Standard Negatives (Add Immediately):
- free
- jobs, careers, hiring
- reviews, complaints
- login, support
- [competitor employee names]
Ongoing Negatives:
- Review search terms weekly
- Add irrelevant terms immediately
- Create shared negative lists
DISPLAY CAMPAIGN STRUCTURE
B2B Audience Targeting
| Audience Type | Targeting | Notes |
|---|---|---|
| Remarketing | Website visitors | Primary |
| Custom intent | Searched keywords | Prospecting |
| In-market | Google segments | Prospecting |
| Similar audiences | Based on converters | Scale |
Placement Strategy
| Strategy | Settings |
|---|---|
| Include | Industry publications, business sites |
| Exclude | Games, kids content, parked domains |
| Managed | Specific high-value placements |
BIDDING STRATEGY
Strategy Selection
| Campaign Type | Recommended Strategy | When to Use |
|---|---|---|
| Brand | Target Impression Share | Always |
| Non-Brand | Target CPA | 30+ conversions/month |
| Non-Brand | Maximize Conversions | <30 conversions/month |
| Remarketing | Target ROAS | Revenue data available |
B2B BENCHMARKS
| Metric | Search | Display | Note |
|---|---|---|---|
| CTR | 2-4% | 0.5-1% | B2B typically lower |
| CPC | $2-5 | $1-3 | Industry dependent |
| Conv. Rate | 3-5% | 0.5-1% | |
| CPL | $50-150 | $100-300 |
Frequently asked questions
What is the Google Ads B2B Campaign Structure?
A proven campaign structure for Google Ads specifically optimized for B2B lead generation. Not generic Google Ads advice - B2B-specific structure.
Who is the Google Ads B2B Campaign Structure for?
It is built for CMOs and their teams working on Demand Generation. The AI coach adapts it to your company, stage, and goals.
How long does the Google Ads B2B Campaign Structure take to use?
It saves roughly 30+ hours versus building from scratch. Our AI coach can tailor the template to your situation in minutes, then hand you a step-by-step plan.
Is the Google Ads B2B Campaign Structure free?
Yes. You can read the full template and start getting coached through it for free. Sign in to save your tailored version and track your next steps.
How does the AI coach help with the Google Ads B2B Campaign Structure?
The coach teaches you the framework, asks a few questions about your business, tailors the template to you, and gives you measurable next steps to execute.