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 and CRM integration

We start by checking what the account is really counting, and reconcile it against your CRM before changing anything. We then connect the two, so qualified-lead status flows back to Google and the account is optimised toward business outcomes instead of form submissions.

02

Strategy and keyword research

We size demand in your markets, research the terms your buyers and competitors use, and interview your sales team about what separates a real buyer from a poor fit. That shapes which keywords are worth paying for, what the ads need to say, and which of our playbooks suits your budget and search volume.

03

Campaign build, ads and landing pages

Campaigns are grouped around how buyers search, with negative keyword lists built from evidence in place from day one. Every ad uses its full set of headlines and descriptions, and names the audience and the kind of engagement so the wrong buyer does not click. Each theme gets a landing page that answers the search behind it, and we work with your team on pages that are holding the account back.

04

Daily and weekly optimisation

Daily checks catch disapproved ads, broken conversion tags and budgets spending too fast. Each week we review search terms and negatives, adjust bids, test new ad variations against the current ones, and track competitor activity in the auction. We use Quality Score components to decide whether the ad, the keyword or the landing page needs work. Every change is logged with its reason and checked later for its effect.

05

Reporting, analytics and dashboards

You get a weekly report on what changed and why, and a monthly review that connects spend to qualified enquiries and pipeline. A live dashboard shows performance between reports, built on the same lead data as your CRM, so marketing and sales are looking at the same numbers.

01

Measurement and CRM integration

We start by checking what the account is really counting, and reconcile it against your CRM before changing anything. We then connect the two, so qualified-lead status flows back to Google and the account is optimised toward business outcomes instead of form submissions.

02

Strategy and keyword research

We size demand in your markets, research the terms your buyers and competitors use, and interview your sales team about what separates a real buyer from a poor fit. That shapes which keywords are worth paying for, what the ads need to say, and which of our playbooks suits your budget and search volume.

03

Campaign build, ads and landing pages

Campaigns are grouped around how buyers search, with negative keyword lists built from evidence in place from day one. Every ad uses its full set of headlines and descriptions, and names the audience and the kind of engagement so the wrong buyer does not click. Each theme gets a landing page that answers the search behind it, and we work with your team on pages that are holding the account back.

04

Daily and weekly optimisation

Daily checks catch disapproved ads, broken conversion tags and budgets spending too fast. Each week we review search terms and negatives, adjust bids, test new ad variations against the current ones, and track competitor activity in the auction. We use Quality Score components to decide whether the ad, the keyword or the landing page needs work. Every change is logged with its reason and checked later for its effect.

05

Reporting, analytics and dashboards

You get a weekly report on what changed and why, and a monthly review that connects spend to qualified enquiries and pipeline. A live dashboard shows performance between reports, built on the same lead data as your CRM, so marketing and sales are looking at the same numbers.

01

Measurement and CRM integration

We start by checking what the account is really counting, and reconcile it against your CRM before changing anything. We then connect the two, so qualified-lead status flows back to Google and the account is optimised toward business outcomes instead of form submissions.

02

Strategy and keyword research

We size demand in your markets, research the terms your buyers and competitors use, and interview your sales team about what separates a real buyer from a poor fit. That shapes which keywords are worth paying for, what the ads need to say, and which of our playbooks suits your budget and search volume.

03

Campaign build, ads and landing pages

Campaigns are grouped around how buyers search, with negative keyword lists built from evidence in place from day one. Every ad uses its full set of headlines and descriptions, and names the audience and the kind of engagement so the wrong buyer does not click. Each theme gets a landing page that answers the search behind it, and we work with your team on pages that are holding the account back.

04

Daily and weekly optimisation

Daily checks catch disapproved ads, broken conversion tags and budgets spending too fast. Each week we review search terms and negatives, adjust bids, test new ad variations against the current ones, and track competitor activity in the auction. We use Quality Score components to decide whether the ad, the keyword or the landing page needs work. Every change is logged with its reason and checked later for its effect.

05

Reporting, analytics and dashboards

You get a weekly report on what changed and why, and a monthly review that connects spend to qualified enquiries and pipeline. A live dashboard shows performance between reports, built on the same lead data as your CRM, so marketing and sales are looking at the same numbers.

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 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.

Showcase

Read More

purple and blue light digital wallpaper

PPC Case Study

Paid search across eight countries was producing consumer enquiries. Rebuilding it around qualified leads and completed KYC tripled conversions in a quarter.

purple and blue light digital wallpaper

AI-Powered PPC

How we read everything a Google Ads account produces each week, and why a person still makes every decision.

purple and blue light digital wallpaper

Google Ads Account Audits

The dozen problems we find most often when we take over a Google Ads account someone else has been running.

Showcase

Read More

purple and blue light digital wallpaper

PPC Case Study

Paid search across eight countries was producing consumer enquiries. Rebuilding it around qualified leads and completed KYC tripled conversions in a quarter.

purple and blue light digital wallpaper

AI-Powered PPC

How we read everything a Google Ads account produces each week, and why a person still makes every decision.

purple and blue light digital wallpaper

Google Ads Account Audits

The dozen problems we find most often when we take over a Google Ads account someone else has been running.

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.

Request an Audit

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.

Request an Audit

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.

Request an Audit

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