Jose Moreno

Turning B2B Google Ads into pipeline, not wasted spend. Trusted by teams at MarketerHire, CIENCE & Float. 12+ years, 50+ clients generating profitable revenue

[Jose Moreno @JoseMorenoPPC]

I run Google Ads for B2B companies and structure each account around their CRM revenue data, so Google finds customers instead of form fills. For Float Financial, closed-won deals went from zero to 73 a month.

Here's how I've done it:

[Jose Moreno @JoseMorenoPPC]

Before you approve Google Ads on your competitors' names, ask your team to finish one sentence: 'You should switch to us because...' If it can't be said in one line a B2B buyer would care about, those ads won't work at any budget.

[Jose Moreno @JoseMorenoPPC]

The campaign bringing you the most demo requests can cost more than its own budget. If the requests come from companies you don't sell to, each one teaches Google Ads to find more people like them, and most of them never book a demo.

[Jose Moreno @JoseMorenoPPC]

Whether a search is worth $140 a click when a B2B deal is worth $60k isn't a Google Ads platform skill. It's a judgment call about your business. The person who runs your account makes it, and decides your results more than any process deck.

[Jose Moreno @JoseMorenoPPC]

I turn Google Ads into revenue for B2B companies with complex sales cycles, manufacturers included. If your buyers are finding someone else, DM me and I'll help you:

1 - Show up for the searches your buyers make before they call
2 - Teach Google Ads which leads became orders

[Jose Moreno @JoseMorenoPPC]

Plenty of manufacturers still see Google Ads as a consumer channel. Gilson, a global lab-instrument manufacturer, has kept me on its Google Ads for five years.

Here's why it belongs in a manufacturer's plan:

[Jose Moreno @JoseMorenoPPC]

Search for the product behind your last big order, the way a buyer would type it. If a competitor shows up first, that's who your next buyer is likely to call.

[Jose Moreno @JoseMorenoPPC]

If your sales team works Product Qualified Leads, it's tempting to make them your Google Ads goal too. Then the product team changes an onboarding step, fewer users activate, and Google Ads gets graded on a change the ads had nothing to do with.

[Jose Moreno @JoseMorenoPPC]

Of 300+ B2B Google Ads accounts I've audited, only four or five were sending Google real customer data. The reason is almost never technical. Your CRM belongs to sales and your ad account to marketing. So who owns the budget from the click to the closed deal?

[Jose Moreno @JoseMorenoPPC]

If your B2B company sells in a few countries, ask what share of last month's Google Ads clicks came from outside them. Google's default also targets people who only show interest in your markets. In 300+ audits, it's one of the first things I check.

[Jose Moreno @JoseMorenoPPC]

Your sales team already works every qualified lead it gets, and the Google Ads budget is going up. Then more budget won't create revenue. It builds a queue, and every lead that waits in it gets colder. After 100+ B2B account rebuilds, it's the check I'd run first.

[Jose Moreno @JoseMorenoPPC]

1 - Connecting your CRM, so Google Ads sees which leads paid
2 - Pointing the budget at more buyers like them
3 - Reporting revenue by month, not leads

[Jose Moreno @JoseMorenoPPC]

Your CEO asks what Google Ads produced this quarter, and the answer you have is a number of leads. At CIENCE, the answer became recurring revenue: from $13k to $85k a month from paid search, in ten months.

Here's what had to change before that answer existed:

[Jose Moreno @JoseMorenoPPC]

I turn Google Ads into revenue for B2B companies with complex sales cycles. If your Google Ads report stops at leads, DM me and I'll help you answer in revenue: