Paid search

B2B ·Reviewed 7/2026

Google advertising for the long sales cycles of B2B

In B2B, a deal isn't won with a single click but at the end of a long consideration. That's why we optimize advertising around lead quality and how the sale progresses, not around the cost of a click or a lead. We reach the right decision-makers with the right searches and targeting, even when the buying window is still far off.

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Mediashake is an experienced paid search partner. Each year we manage over four million euros of search advertising on behalf of our clients, and the work is done by a senior team whose craft shows in the returns. Our clients include Marioff, Palmia and Granlund.

Why this pays off

In B2B, the buying decision matures over weeks or months. The cost of a single lead therefore tells you little: what matters is whether the lead moves through sales all the way to a deal.

A single search term is not enough. We combine search advertising, audience targeting and remarketing so that you stay on the decision-maker's mind throughout the whole consideration.

In B2B, conversion volumes are smaller, and lead count alone is not enough data to optimize advertising. That's why measuring the quality of visits, such as engaged sessions and views of key pages, is as important as measuring leads: it gives optimization enough signal even when demand is lower.

What we do

We build the account around the buyer's journey

The campaign structure, search terms and ads are built around the B2B buyer's journey: from problem awareness to comparison and decision.

We reach buyers at the moment of intent

In Google search, targeting is built around search terms and search intent. We shape the search terms to match the buyer's questions and refine them with audience signals and remarketing, so the budget lands on people preparing to buy rather than on random clickers.

We optimize toward the right goal

The optimization target is chosen based on data volume. When volumes are lower, we steer advertising with intermediate conversions and visit quality; when there is enough volume, we optimize directly toward lead count, lead quality and how the sale progresses.

We also measure the quality of visits

In B2B, conversion volumes are smaller, so we also track the quality of visits and the most important intermediate goals. From these signals, advertising optimization gets enough data to learn even at lower volumes.

We report the result

Every month you see what was done, what it cost and what it produced: the leads, their quality and how they progress through sales.

How it works

1
Discovery

An audit of the account and the biggest opportunities.
2
Structure

Campaigns, search terms and ads in order, using data and the latest campaign types.
3
Optimization

Budget to the most profitable targets, waste out.
4
Reporting

Return and leads reported every month.

How we work

Why this works with us

An experienced specialist always involved

Every account has an experienced senior specialist who owns the direction and the quality. We work as a team, and your contacts are the same people who do the work.

A systematic, tested process

We have a systematic process, built over years, for putting ad accounts together and optimizing them. The work moves predictably and doesn't start from scratch every time.

Transparent reporting

You always see what was done, why and what came of it. We report progress in numbers, not adjectives.

Service models

Two ways to work together

Both start with a discovery session where we map the starting point and agree on the goals. You can also combine the models channel by channel.

We run it

An experienced senior specialist takes care of your Google advertising: the planning, the execution and the reporting. You see the results.

From 780 €/mo

We coach

Your team does the work and our senior specialist coaches: direction, reviews and support at a steady rhythm.

From 540 €/quarter

See service models and pricing

The result of B2B advertising only shows when measurement reaches all the way to the deal. We build measurement that connects advertising to leads and to closed sales.

Frequently asked questions

Is Google advertising worth it in B2B when the sales cycle is long?

Yes. A long cycle means the job of advertising is to reach the decision-maker early in the consideration and stay with them to the end. Because conversion volumes are smaller, we also track the quality of visits, so optimization gets enough data and you can see the direction before the deals materialize.

How do you measure the results of B2B advertising over a long cycle?

Because actual deals come in slowly, we also track the quality of visits and intermediate goals, such as engaged sessions and quote requests. That way you see the direction before the deals materialize, and advertising optimization gets enough data to work with.

What does managing Google advertising cost?

Management typically costs 780–2,500 €/mo and depends on the state of the ad account, how much updating it needs and how demanding it is. The media budget is always paid directly to Google. You will find the detailed service models on the service models page.

Do you do international B2B search advertising?

Yes. We run B2B search advertising for international markets as well, and we always account for the target country's language, search behavior and competitive landscape.