Google Ads for B2B services: setting up a campaign for leads
A B2B query looks simpler than a consumer one — lower volume, less competition — but the cost of getting it wrong is higher, since each lead costs more and several people decide.
A long deal cycle changes campaign logic
In B2B, a purchase decision is rarely made in one site visit — a deal can be discussed for weeks among several people at the buying company. So the campaign's near-term goal isn't always a direct enquiry but capturing a contact for sales to follow up.
A 'download brochure' or 'request a quote' conversion often works better than a 'submit an enquiry' form, because it lowers the barrier of first contact and gives sales a reason to call.
Track not just enquiry count but how many reach a closed deal — a multi-week cycle means judging a campaign by its first week's results is premature in principle.
Narrow but precise keywords
Search volume in Uzbekistan's B2B niches is usually small — dozens, not thousands, of queries a month. That's normal, and inflating reach with generic phrasing just pulls irrelevant B2C traffic.
Professional terminology outperforms simplified phrasing: a specialist searching for 'industrial equipment supply' doesn't type 'buy a machine', and the ad should speak the industry's language rather than a mass consumer's.
Competitor brand queries are often less effective in B2B than in consumer niches — the decision to switch suppliers rarely comes from clicking a competitor's ad; recommendations and tenders carry more weight here.
A service-specific landing page, not a generic site
Sending traffic to a generic 'services' page instead of a page dedicated to one specific service is a common cause of low B2B conversion. A buyer looking for a specific solution shouldn't have to hunt for the right section.
Specifics matter on a B2B landing page: delivery timelines, volumes, certifications, case studies with similar companies, a direct manager contact. Generic phrasing about a 'personalised approach' doesn't persuade a buyer deciding on objective criteria.
The enquiry form should collect qualifying information — purchase volume, urgency, industry — saving sales time and letting incoming leads be prioritised immediately.
Time and device targeting
B2B demand concentrates in weekday working hours — a buyer rarely searches for a supplier on a Saturday evening. Adjusting the ad schedule to working hours often noticeably cuts irrelevant spend without losing quality leads.
Desktop typically converts better than mobile in B2B, since the decision gets made at a desk, often reviewing documents and comparing offers. That doesn't mean switching mobile off entirely, but the bid should reflect the data.
A LinkedIn-like behaviour pattern — click the ad, study the site over several days, then return — is typical in B2B, which is exactly why remarketing performs especially well here.
Budget and realistic expectations
A starting budget for a narrow B2B niche in Uzbekistan is often lower than for a mass consumer product — from 2,500,000 UZS a month, since demand volume is physically smaller and there's no way to spend more on broad reach.
Cost per lead in B2B is usually higher than in B2C, and that's expected — comparing it directly against a retail lead cost is misleading, since average order value and lifetime value differ completely.
Budget the first two to three months as a data-gathering period without sharp conclusions: low query volume in a narrow niche means conversion statistics accumulate slower, and optimisation decisions need more caution than in high-volume campaigns.