In B2B, generating leads is easy. Generating opportunities that turn into customers is another discipline.
Snow Globe helps B2B companies with long sales cycles and collective decision-making — mid-caps, large groups, software vendors, regulated markets — turn Google Ads into a real commercial pipeline engine, beyond just the volume of forms filled in.
- Premier PartnerGoogle, since 2016 (top 3%)
- +30M€of media budget managed every year
- 17–19 yearsof experience in digital acquisition
Large groups, schools and publishers trust us with their B2B acquisition
The account runs, the leads come in… but sales can't keep up
These situations come up again and again with B2B companies with long sales cycles and collective decision-making that come to us.
All conversions are treated equally, when a mid-cap lead is nothing like a guide download
Without a tiered conversion value, the algorithm optimises for volume — not for the leads that have a real chance of becoming customers.
Every budget cut sends the algorithm back into learning mode
A B2B Google Ads account needs 3 to 6 months to stabilise. Pauses and budget swings delay performance every time.
Broad targeting spends the budget on off-topic queries
Without enough conversion volume, broad targeting and « smart » strategies serve profiles that don't match the target.
CFO, CIO, CEO: several decision-makers, one generic message
Each stakeholder has their own objections. A single message, designed to convince everyone, fully convinces no one.
The click is easy to get — the landing page doesn't filter
Without deliberate friction or a qualification field, you collect form volume, rarely opportunities your sales teams can act on.
No bridge between Google Ads and the CRM
Without feedback from the real pipeline — opportunity, signature — the algorithm optimises blindly, never knowing what happens after the click.
Four levers to turn Google Ads into a B2B pipeline engine
The methodology applied from the very first month, based on a full audit of your account and your conversion journeys.
Prioritise conversions
We weight the value of each conversion by qualification fields — company size, sector, budget — rather than a uniform value.
- Micro-conversions (engagement) → intermediate conversions (qualified form)
- Business conversions: qualified lead passed to sales
Master targeting before broadening it
Exact and phrase match first, broadened gradually according to the real volumes of conversions observed.
- Proactive cleanup of exclusions and off-topic queries
- Gradual expansion: related themes, competitors
Speak to decision-makers, not just to leads
In B2B, you reduce a risk more than you sell a product: messages focused on compliance, security, support, longevity.
- Suitable CTAs: audit, diagnosis, expert exchange
- Real differentiation from one ad group to another
Manage a full setup, not just the click
Search to capture existing demand, Display/YouTube to build credibility ahead of a long decision cycle.
- A/B-tested landing pages, with qualifying friction
- Automation (Smart Bidding) driven once the signals are reliable
A B2B Google Ads account is managed across 4 maturity levels
Most B2B accounts stay stuck at level 1 — lead volume. Our method is to move you towards levels 3 and 4, where the real return on investment is decided.
Lead generation
Volume of forms filled in.
Where most B2B accounts stopLead qualification
Fit with the target — mid-caps, key accounts, sector, budget.
Pipeline contribution
Conversion into a real commercial opportunity, tracked in the CRM.
Revenue contribution
Actual signature — a direct link between media investment and revenue generated.
ObjectiveManage for ROI without neglecting awareness: in long-cycle B2B, awareness (Display, YouTube) prepares tomorrow's conversion — the right balance depends on the maturity of each topic.
A team that manages your media budgets as if they were its own
Géraldine Talec
Specialized expertise and business intelligence.
Benoît is a passionate expert in his field, who keeps a keen eye every sector of your business.
Snow Globe knows how to advise on best practices to quickly optimize every campaign on each platform, thus obtaining rapid and effective results.
We have been able to reduce our costs in light of increased performance. In a nutshell: Thank you!
Denis Fayolle
Highest levels of professionalism!
A big thank you to Snow Globe for setting up, monitoring, and optimizing our campaigns over time. It is great to have such a good quality service provider for SEA.
David Lindberg
Snow Globe has been working with us for 3 years now and has enabled us to significantly increase our online turnover.
Why choose Snow Globe over another agency?
Many agencies say the same thing: « expertise », « bespoke », « results ». Here is what, in practice, sets our way of managing a B2B Google Ads account apart — point by point, without embellishment.
Without Snow Globe
- Uniform conversion value, no prioritisation between leads
- Broad or « AI search » targeting, without enough conversion volume to learn properly
- 100% of the budget on Search, no Display/YouTube presence to build credibility upstream
- Generic messages, identical from one ad group to the next, speaking to no decision-maker in particular
- Landing page with no friction or qualification: many leads, few usable opportunities
- No bridge between Google Ads and the CRM: the algorithm optimises without knowing what happens after the click
With Snow Globe
- Conversions tiered and weighted by qualification criteria (size, sector, budget)
- Exact / phrase match mastered, broadened gradually according to real conversion volumes
- Full Search + Display/YouTube setup, designed for a long, multi-stakeholder decision cycle
- Differentiated messages by profile and by ad group, focused on risk reduction rather than product selling
- Landing pages tested with deliberate qualifying friction, measured on the qualified completion rate
- CRM ↔ Google Ads alignment to manage for pipeline and revenue, not just lead volume
Prestigious references and high standards of demand
We work with brands and retailers recognised for their level of demand and digital ambition: Electro Dépôt, Triumph, Fragonard, Square Enix, sloggi.
Other agencies: generally start out after a short stint in digital marketing.
Expertise built on our own investments
Since 2006, we have invested, with our own funds, more than one million euros a year in webmarketing campaigns for our internal activities (e-commerce, affiliation).
Other agencies: sell strategies they have never tested with their own money.
A senior team, not an isolated generalist
We only recruit experienced profiles from the best business schools (EDHEC, SKEMA, NEOMA, KEDGE…). No junior hires, no first jobs. Our director, an INSEAD graduate (MBA), teaches Web Analytics at EM Lyon.
Other agencies: average age 28, 3 years of experience for the person managing your account (source: recruitment sites detailing team structures).
Smart reporting and bespoke tools
Our in-house engineers develop our Webmarketing Dashboard: a unified interface aggregating ads, web analytics and back-office via API — connected to Meta, Google, Salesforce and your CRM.
Other agencies: no tools, or reliance on external tools (SaaS) billed on top.
A risk-free model
No-commitment plan: you can stop very quickly if the results aren't there.
Other agencies: usually a minimum commitment period and substantial set-up fees.
Governance & transparency
Full access to your accounts (vs a black box). Real-time reporting vs monthly. No hidden kickbacks from platforms or partners. If work is subcontracted, it is disclosed to the client.
Other agencies: strong dependence on the agency, which can lead to technical debt.
Culture & posture
Human scale — 15 people. The director knows every client. You are a major account in a small agency.
Other agencies: an industrial approach — you are a small account in a large agency.
Clear pricing, tailored to the maturity of your B2B setup
Public pricing, no surprises. The final amount depends on the number of channels and the media budget managed.
To audit your B2B account and set the first qualification benchmarks.
- Initial account and conversion audit
- Search development
- Monthly reporting
- Full account access
- No commitment
The format chosen to structure a complete B2B Google Ads setup.
- Search + Display/YouTube + remarketing
- Conversion prioritisation and CRM alignment
- Targeting segmentation by company type
- Bespoke webmarketing dashboard
- No commitment
For B2B setups with long sales cycles and regulatory stakes.
- Full multi-channel strategy, qualified Smart Bidding
- CRM alignment (Salesforce, HubSpot...) ↔ Google Ads
- A/B tests of multiple landing pages
- Dedicated senior consultants
- 3-month commitment
No-commitment model (excluding the Leader plan) — full access to your accounts and total transparency, whatever the tier.
What B2B companies ask us before getting started
How long before seeing results in B2B Google Ads?
Expect 3 to 6 months minimum for the settings to stabilise and performance to take off. The first weeks feed the algorithm's learning phase; keywords, bids and messages adjust gradually. We recommend planning over a 2 to 3 quarter cycle, with monthly checkpoints.
What minimum budget for a B2B mid-cap / large group account?
Below 2,000€/month, volume is usually insufficient for the algorithm to learn properly. Expect 3,000 to 5,000€/month as a minimum threshold for a complex B2B account, and 8,000 to 15,000€/month for a full setup (Search + Display + remarketing).
How do you handle decision cycles with several stakeholders (CFO, CIO, CEO)?
We build differentiated messaging and creative by decision-making profile, to address several profiles in parallel rather than a generic message designed to convince everyone at once.
Why prioritise conversions rather than track the number of leads?
A high unit-value B2B market naturally generates little volume. Without tiering the conversion value by qualification criteria, the algorithm optimises for the number of forms, not the quality of the opportunities generated.
Do you work with our CRM (Salesforce, HubSpot...)?
Yes. Aligning your CRM with Google Ads is at the heart of our method: it lets us manage performance for pipeline and revenue generated, not just lead volume.
Do you test several landing page versions?
Yes, as soon as traffic volume allows. We keep a unified campaign design across the tested variants, and measure the qualified completion rate — not just the form submission rate.
Are we committed for the long term with Snow Globe?
No, apart from the Leader plan. Our model is commitment-free: we have to prove our value every month rather than assume it's locked in on a long contract.
Do we have full access to our advertising accounts?
Yes, systematically. Your Google Ads and Merchant Center accounts belong to you and remain accessible at all times, with total transparency on the actions taken.
Request your free audit
20 minutes to assess the state of your Google Ads account, your conversion prioritisation and your landing pages, and see how our methodology applies to your sales cycle.
- Free audit of your account and conversion journeys
- Reply in under 24 hours
- No commitment following the conversation
