B2B Marketing for Technical Industries

Paid search for long B2B sales cycles.

Paid search for long B2B sales cycles.

If a deal takes months to close, counting form submissions as success fills your inbox with leads your sales team will not call back. We measure the account by the enquiries your sales team qualifies, and optimise performance against that.

If a deal takes months to close, counting form submissions as success fills your inbox with leads your sales team will not call back. We measure the account by the enquiries your sales team qualifies, and optimise performance against that.

Request a Consultation

Request a Consultation

Request a Consultation

The diagnosis

Underperforming B2B accounts usually start with a measurement problem

The diagnosis

Underperforming B2B accounts usually start with a measurement problem

The diagnosis

Underperforming B2B accounts usually start with a measurement problem

When a long-cycle B2B account underperforms, the trouble usually starts with what it counts. Conversions are recorded twice, left over from an earlier setup, or never connected to what happened after the form was submitted. Put automated bidding on top of that, often with too few conversions to learn from, and Google will find the cheapest form fills available. Those tend to come from students, job seekers, and buyers in countries you do not serve.

When a long-cycle B2B account underperforms, the trouble usually starts with what it counts. Conversions are recorded twice, left over from an earlier setup, or never connected to what happened after the form was submitted. Put automated bidding on top of that, often with too few conversions to learn from, and Google will find the cheapest form fills available. Those tend to come from students, job seekers, and buyers in countries you do not serve.

“Efficient and Positive ROI - The Cactix team approach is pragmatic, no-nonsense and compatible with an ROI-driven view of search engine advertising.”

Jerome Hernad

Head of Marketing Operations, iBanFirst

Request an audit
of your Google Ads account

Request an audit
of your Google Ads account

Tell us what is going wrong and we will review the account, then send back our findings and recommendations with no proposal attached.

Tell us what is going wrong and we will review the account, then send back our findings and recommendations with no proposal attached.

Request an audit

Request an audit

Tell us what's going wrong

How we work

How we run B2B paid search.

01

Measurement

We start by reconciling Google Ads against your CRM to establish how many reported conversions are enquiries a salesperson would recognise. Because this often changes the reported figures, we tell you in writing before it happens. We then connect the two, so that qualified-lead status flows back to Google and the account optimises toward business outcomes instead of form submissions. Where the CRM cannot sync automatically, lead status and disqualification reasons are kept in a shared tracker.

02

Market and budget sizing

We check how many people in your markets search for what you sell, which for niche technical terms in the UAE is often a small number. We also check how much of that demand your budget can realistically reach. Budget and volume together decide which of our playbooks we run, since an account producing a handful of enquiries a month needs different bidding and structure from one with data to spare. When the budget cannot buy the result you want, we say so before launch.

03

Account build

Keywords come from your own search terms history and from an interview with your sales team about what separates a real buyer from a poor fit. Each theme gets a page that answers it, and negative keyword lists built from evidence protect every new campaign from the start. On terms where a click can cost forty dirhams, the ads name the audience and the engagement size. We accept a lower click-through rate in exchange for a better one.

04

Daily monitoring

Each day we check for anything that cannot wait for the weekly review: a disapproved ad, a conversion tag that has stopped firing, or a budget spending faster than planned. Daily checks are for catching problems early. Decisions about keywords, bids and structure wait for the weekly cycle, when there is enough data to support them.

05

Weekly optimisation cycles

Each week, Google Ads data and your CRM's lead statuses are reviewed together. That covers search term relevance, impression share lost to budget or ad rank, weak Quality Score components, audience performance, and the reasons disqualified leads were turned away. Every change is logged with its reason and a review date, so its effect is checked later. You receive a weekly view of what changed and why, and a monthly view that connects spend to pipeline.

01

Measurement

We start by reconciling Google Ads against your CRM to establish how many reported conversions are enquiries a salesperson would recognise. Because this often changes the reported figures, we tell you in writing before it happens. We then connect the two, so that qualified-lead status flows back to Google and the account optimises toward business outcomes instead of form submissions. Where the CRM cannot sync automatically, lead status and disqualification reasons are kept in a shared tracker.

02

Market and budget sizing

We check how many people in your markets search for what you sell, which for niche technical terms in the UAE is often a small number. We also check how much of that demand your budget can realistically reach. Budget and volume together decide which of our playbooks we run, since an account producing a handful of enquiries a month needs different bidding and structure from one with data to spare. When the budget cannot buy the result you want, we say so before launch.

03

Account build

Keywords come from your own search terms history and from an interview with your sales team about what separates a real buyer from a poor fit. Each theme gets a page that answers it, and negative keyword lists built from evidence protect every new campaign from the start. On terms where a click can cost forty dirhams, the ads name the audience and the engagement size. We accept a lower click-through rate in exchange for a better one.

04

Daily monitoring

Each day we check for anything that cannot wait for the weekly review: a disapproved ad, a conversion tag that has stopped firing, or a budget spending faster than planned. Daily checks are for catching problems early. Decisions about keywords, bids and structure wait for the weekly cycle, when there is enough data to support them.

05

Weekly optimisation cycles

Each week, Google Ads data and your CRM's lead statuses are reviewed together. That covers search term relevance, impression share lost to budget or ad rank, weak Quality Score components, audience performance, and the reasons disqualified leads were turned away. Every change is logged with its reason and a review date, so its effect is checked later. You receive a weekly view of what changed and why, and a monthly view that connects spend to pipeline.

01

Measurement

We start by reconciling Google Ads against your CRM to establish how many reported conversions are enquiries a salesperson would recognise. Because this often changes the reported figures, we tell you in writing before it happens. We then connect the two, so that qualified-lead status flows back to Google and the account optimises toward business outcomes instead of form submissions. Where the CRM cannot sync automatically, lead status and disqualification reasons are kept in a shared tracker.

02

Market and budget sizing

We check how many people in your markets search for what you sell, which for niche technical terms in the UAE is often a small number. We also check how much of that demand your budget can realistically reach. Budget and volume together decide which of our playbooks we run, since an account producing a handful of enquiries a month needs different bidding and structure from one with data to spare. When the budget cannot buy the result you want, we say so before launch.

03

Account build

Keywords come from your own search terms history and from an interview with your sales team about what separates a real buyer from a poor fit. Each theme gets a page that answers it, and negative keyword lists built from evidence protect every new campaign from the start. On terms where a click can cost forty dirhams, the ads name the audience and the engagement size. We accept a lower click-through rate in exchange for a better one.

04

Daily monitoring

Each day we check for anything that cannot wait for the weekly review: a disapproved ad, a conversion tag that has stopped firing, or a budget spending faster than planned. Daily checks are for catching problems early. Decisions about keywords, bids and structure wait for the weekly cycle, when there is enough data to support them.

05

Weekly optimisation cycles

Each week, Google Ads data and your CRM's lead statuses are reviewed together. That covers search term relevance, impression share lost to budget or ad rank, weak Quality Score components, audience performance, and the reasons disqualified leads were turned away. Every change is logged with its reason and a review date, so its effect is checked later. You receive a weekly view of what changed and why, and a monthly view that connects spend to pipeline.

Who this works for

We are deliberate about where we work

We do our best work with medium to large organisations in technical, engineering-driven, industrial, infrastructure and innovation-focused sectors, although the buying pattern matters more to us than the sector label. That means high-value transactions, formal procurement, a buying cycle long enough to involve technical and commercial stakeholders, and a product that needs explaining before any promotion is worth running. The engagements that last are with companies that already have a marketing team, stable internal structures, and leadership that treats marketing as a long-term investment.

If your sales cycle closes in a week and your average order value is under five figures, there are agencies better suited to that, and we will say so on the first call rather than three months in.

Proof

Selected Work

purple and blue light digital wallpaper

Client 1

Digitised and automated a fintech group’s client onboarding and servicing with custom data models, complex workflows, integrated communications, and full team enablement through a comprehensive HubSpot Marketing Hub implementation.

Financial Services

Country

purple and blue light digital wallpaper

Client 1

Digitised and automated a fintech group’s client onboarding and servicing with custom data models, complex workflows, integrated communications, and full team enablement through a comprehensive HubSpot Marketing Hub implementation.

Financial Services

Country

purple and blue light digital wallpaper

Client 2

Unified global marketing operations by implementing HubSpot, migrating large datasets, automating lead management, integrating Dynamics 365, and standardising processes for a global media technology provider.

Technology

purple and blue light digital wallpaper

Client 2

Unified global marketing operations by implementing HubSpot, migrating large datasets, automating lead management, integrating Dynamics 365, and standardising processes for a global media technology provider.

Technology

purple and blue light digital wallpaper

Client 3

One of the world’s leading cybersecurity software vendors has partnered with Cactix to create compelling success stories about their clients across the globe.

Technology

purple and blue light digital wallpaper

Client 3

One of the world’s leading cybersecurity software vendors has partnered with Cactix to create compelling success stories about their clients across the globe.

Technology

Proof

Selected Work

purple and blue light digital wallpaper

Client 1

Digitised and automated a fintech group’s client onboarding and servicing with custom data models, complex workflows, integrated communications, and full team enablement through a comprehensive HubSpot Marketing Hub implementation.

Financial Services

Country

purple and blue light digital wallpaper

Client 2

Unified global marketing operations by implementing HubSpot, migrating large datasets, automating lead management, integrating Dynamics 365, and standardising processes for a global media technology provider.

Technology

purple and blue light digital wallpaper

Client 3

One of the world’s leading cybersecurity software vendors has partnered with Cactix to create compelling success stories about their clients across the globe.

Technology

Next step

Start with an audit

Request an audit and we will show you what the account is really producing, and what we would change, before we talk about working together. We are happy to sign an NDA first.

Cactix FZCO · B-207, HQ Building, Dubai Silicon Oasis · hello@cactix.com · +971 4 371 2719 - Privacy Policy

Next step

Start with an audit

Request an audit and we will show you what the account is really producing, and what we would change, before we talk about working together. We are happy to sign an NDA first.

Cactix FZCO · B-207, HQ Building, Dubai Silicon Oasis · hello@cactix.com · +971 4 371 2719 - Privacy Policy

Next step

Start with an audit

Request an audit and we will show you what the account is really producing, and what we would change, before we talk about working together. We are happy to sign an NDA first.

Cactix FZCO · B-207, HQ Building, Dubai Silicon Oasis · hello@cactix.com · +971 4 371 2719 - Privacy Policy