--- title: "Google Ads Management for B2B and E-commerce | Cyan Orbit" description: "Search, Performance Max and Shopping campaigns run under google ads management that builds real conversion tracking, including offline conversion import." url: https://cyanorbit.com/services/google-ads --- 1. [Home](https://cyanorbit.com/) 2. [Services](https://cyanorbit.com/services) 3. Google Ads Management Marketing # Google Ads Management for B2B and E-commerce Companies Search, Performance Max and Shopping campaigns run on conversion tracking that actually accounts for deals closed weeks after the click. [Get a project estimate](https://cyanorbit.com/get-a-quote?service=google-ads) [Talk to a developer](https://cyanorbit.com/contact) NDA on request · Free, no-obligation estimate · Reply within one business day NDA before discovery You own the code and IP on payment Code in your repository from day one A working demo every two weeks Senior engineers do the work [How we work](https://cyanorbit.com/process) Google Ads management covers Search campaigns, Performance Max, and Shopping for e-commerce clients running product feeds, along with the conversion tracking setup that makes any of it optimizable. Google's automated bidding systems only perform as well as the conversion signal feeding them, so a meaningful share of this work is instrumentation, not just campaign structure and keyword lists. For B2B clients, the hardest part of that instrumentation is usually offline conversion import: a lead converts in Google Ads as a form submission, then closes as a paying customer in the CRM six weeks later, and without importing that closed-deal data back into Google Ads, the platform keeps optimizing toward form submissions rather than actual revenue. We set up that import pipeline directly, connecting the CRM to Google Ads through its conversion import API. For e-commerce clients, Shopping and Performance Max campaigns depend on product feed quality as much as bid strategy, so we also review and fix feed issues, missing GTINs, poor titles, incorrect availability data, that quietly suppress product visibility regardless of budget. ## Problems we are usually brought in to solve - Our cost per lead keeps climbing and we do not know if it is the campaigns or the tracking that is broken - Google Ads shows plenty of conversions but our sales team says lead quality is poor - Our Performance Max campaigns are a black box and we cannot tell what is actually driving results - Deals close weeks after the form fill and Google never learns which leads actually turned into revenue - Our Shopping campaign product feed has errors and no one internally knows how to fix them What we deliver ## Google Ads Management services - ### Search campaign management Keyword strategy, ad copy, negative keyword management and bid strategy for Search campaigns, structured around actual buyer intent rather than broad match volume. - ### Performance Max management Asset group structure, audience signals and exclusion management for Performance Max, plus the reporting workarounds needed since the platform limits visibility by default. - ### Shopping campaign and feed management Product feed audits and fixes, campaign structure by margin or category, and ongoing feed health monitoring so products stay eligible to show. - ### Conversion tracking setup Server-side and enhanced conversion tracking configured so Google Ads receives accurate, privacy-compliant conversion signals rather than degraded data from browser blocking. - ### Offline conversion import A pipeline connecting your CRM to Google Ads so closed deals, not just form submissions, feed back into the platform's bidding algorithms. - ### Landing page alignment Review of landing pages against ad intent and Google's quality expectations, with recommendations handed to our conversion rate optimization team where deeper testing is warranted. You receive ## Deliverables - Campaign structure documentation - Conversion tracking implementation, including offline import where applicable - Monthly performance report tied to actual revenue where CRM data allows - Product feed audit and fix list (Shopping clients) - Negative keyword and audience exclusion lists How we work ## Our google ads management process 1. ### Account and tracking audit A review of existing campaigns, conversion tracking accuracy and, for e-commerce, product feed health, to establish what is actually broken versus what only looks broken. 2. ### Conversion tracking build Server-side and enhanced conversion tracking implemented first, since campaign optimization built on inaccurate conversion data compounds the problem rather than fixing it. 3. ### Campaign restructuring Search, Performance Max and Shopping campaigns rebuilt or restructured around validated intent and, for e-commerce, corrected feed data. 4. ### Offline conversion pipeline For B2B clients, a CRM-to-Google-Ads import pipeline built so closed revenue feeds back into campaign optimization rather than only form-fill data. 5. ### Optimization and reporting Ongoing bid, budget and asset optimization against real conversion data, with monthly reporting tied to pipeline or revenue where CRM integration allows. ## Why offline conversion import matters for longer sales cycles Google's automated bidding is built to optimize toward whatever conversion event it can see. For a B2B business where the sales cycle runs weeks or months past the initial form submission, that means the algorithm is optimizing toward a proxy, the form fill, rather than the outcome that actually matters, a closed deal. Offline conversion import closes that gap by feeding CRM outcomes back into Google Ads on a delay, tagged to the original click through a stored conversion identifier. Once that data flows back consistently, campaigns start optimizing toward leads that resemble past closed deals rather than past form fills, which is a meaningfully different signal. ## Product feed health as a Shopping performance factor A Shopping or Performance Max campaign for e-commerce depends on the underlying product feed as much as on bid strategy. Missing GTINs, vague titles, incorrect availability status or category mismatches routinely suppress a product's visibility without triggering an obvious error in the ads interface. We audit the feed itself, not just the campaign settings, checking data against Google's Merchant Center requirements and flagging the specific fields causing disapprovals or limited impressions, since fixing a feed issue often moves performance more than adjusting a bid. Technology ## Technologies we use - [Shopify](https://cyanorbit.com/technologies/shopify) - [WooCommerce](https://cyanorbit.com/technologies/woocommerce) - [HubSpot](https://cyanorbit.com/technologies/hubspot) - [n8n](https://cyanorbit.com/technologies/n8n) Industries ## Google Ads Management by industry - [Retail & E-commerceInventory, POS and storefront software that stays in sync across every channel, with EDI wired in for your wholesale partners.](https://cyanorbit.com/industries/retail-ecommerce) - [Professional ServicesEngagement management, time tracking, and client portals built around the way consulting and advisory firms actually bill for their time.](https://cyanorbit.com/industries/professional-services) - [Real EstateListing, transaction and property management software built on RESO Web API data feeds and Fair Housing compliant search.](https://cyanorbit.com/industries/real-estate) - [AutomotiveDealer CRM, inventory and service scheduling software wired into your DMS, not running beside it as a second system.](https://cyanorbit.com/industries/automotive) Budget ## What drives cost and timeline - ### Ad spend under management Management fees typically scale with monthly ad spend, since larger budgets require more active monitoring and optimization. - ### Tracking infrastructure needed A business with no existing CRM integration or server-side tracking needs that built before campaigns can optimize against real conversions. - ### Campaign type mix Running Search, Performance Max and Shopping together is a broader scope than managing a single campaign type. - ### Product catalog size For Shopping and Performance Max, a catalog of a few dozen products is a different feed management scope than one with tens of thousands. [Get a project estimate](https://cyanorbit.com/get-a-quote?service=google-ads&src=pricing%5Fblock) [See engagement models](https://cyanorbit.com/pricing) Compliance ## Standards we design and build to None of these is a certification or attestation held by this agency. They are the standards we design and build client systems to, so your own audit or assessment starts from a sound base. - ### GDPR / UK GDPR Personal data handled on a lawful basis, with data minimisation and a documented retention policy. - ### HIPAA safeguards Administrative, physical and technical safeguards applied where a system touches protected health information. - ### PCI DSS scope reduction Card payment flows tokenised through a certified processor so cardholder data never touches your systems. - ### SOC 2 readiness Access control, change management and audit logging built in from day one, ready for a client's own SOC 2 audit. - ### WCAG 2.2 AA Keyboard navigation, colour contrast and screen-reader labelling checked against the AA success criteria. - ### OWASP ASVS Authentication, session handling and input validation reviewed against the Application Security Verification Standard. We list certifications only when they are real and current. [See our security practices →](https://cyanorbit.com/security) FAQ ## Google Ads Management FAQs What is offline conversion import and do we need it? It is a pipeline that sends conversion outcomes from your CRM, like a closed deal, back into Google Ads after the fact, tied to the original ad click. If your sales cycle closes days or weeks after a lead converts online, you likely need it, since without it Google's bidding algorithm only ever sees the form fill, not whether that lead was actually worth pursuing. Why does Performance Max show fewer details than a Search campaign? Performance Max is designed by Google to manage bidding and placement across its full network with limited manual control, which trades transparency for automation. We work around the reduced default visibility using asset group structure, audience signals and search term reporting through other account data to understand what is actually driving performance. Can you fix a Shopping feed that keeps getting products disapproved? Yes. Disapprovals almost always trace back to specific feed fields, missing identifiers, policy-violating language, incorrect availability or price data, that Merchant Center flags but rarely explains clearly. We audit the feed against Google's requirements directly and correct the underlying data rather than repeatedly resubmitting the same feed. How do you handle conversion tracking now that browsers block third-party cookies? Through server-side and enhanced conversion tracking, which sends conversion data directly from your server rather than relying solely on a browser-side pixel that ad blockers and privacy settings increasingly restrict. This keeps conversion data more complete and accurate for campaign optimization. Do you write the ad copy or just manage bids and targeting? Both. Ad copy, extensions and asset groups are part of ongoing management, tested and iterated against performance data rather than written once and left static. For Performance Max specifically, asset quality has an outsized effect on which combinations the algorithm favors. Can Google Ads work alongside our existing SEO or content efforts? Yes, and coordinating them is part of our broader digital marketing service if you want that layer managed together. Within this service specifically, we align landing pages and keyword targeting with what your organic content already covers, rather than bidding on terms your own content already ranks for at no cost. Related ## Related services - [Digital MarketingOne strategy across search, social, email and paid, with attribution built on tracking infrastructure we actually implement instead of a spreadsheet estimate.](https://cyanorbit.com/services/digital-marketing) - [Conversion Rate OptimizationResearch-driven experiments with real statistical design, built and instrumented by engineers rather than a page-builder plugin guessing at significance.](https://cyanorbit.com/services/conversion-rate-optimization) - [Social Media MarketingOrganic content and paid social planned per platform, with LinkedIn built specifically for B2B lead generation rather than treated as a smaller Instagram.](https://cyanorbit.com/services/social-media-marketing) ## Get an estimate for your google ads management project Share a few details about your project. A senior engineer reviews every request and replies with next steps, questions, and a rough budget range. [Get a project estimate](https://cyanorbit.com/get-a-quote?service=google-ads) [Talk to a developer](https://cyanorbit.com/contact)