Google Ads, CRO and SEO for professional and B2B service firms

Where it leaks. Broad terms like “accountant” or “IT support” bring in tax questions, career research and businesses far too small to afford you. Each of those clicks costs what a real buyer’s does, and professional-services clicks aren’t cheap.

What we change. Keywords built around a service and a buyer, like “outsourced CFO” or “managed IT for law firms,” negatives for jobs, salaries, courses, templates and free tools, and ad copy that names who you work with, so the wrong buyer doesn’t click.

Where it leaks. A firm that sells to mid-size companies spends across a whole metro, on people who’ll never hire it. And when only 200 companies could be a client, search alone waits for them to look.

What we change. Location targeting around the office districts where your buyers work, and audiences built from your own account list where you have permission to use it, so a short list of companies sees your name before they need you.

Where it leaks. The ad goes to a home page that says “trusted partner” and “tailored solutions,” which could describe any competitor. The buyer can’t tell what’s included, who’d do the work or roughly what it costs, so they keep looking.

What we change. One page per service that names the buyer, states the scope, shows the people who’d do the work with their credentials, explains how pricing works, and uses real client results only where the client has agreed and the claim is true.

Where it leaks. A general contact form sends good leads, vendors and job applicants to one inbox, where they wait. By the time a partner replies, the buyer has already taken a call with someone else.

What we change. A form with one or two qualifying questions, such as company size and what’s prompting the search, a calendar to book the call right away, and a named person responsible for each lead, so nothing sits over a weekend.

Where it leaks. Sales cycles run for weeks or months, often with several people deciding. After the proposal, the firm goes quiet, and the buyer’s CFO or owner, who never saw your pitch, has nothing to read.

What we change. Follow-up by deal stage: a recap after the first call, a one-page summary the buyer can forward, relevant proof for the person who hasn’t met you, and retargeting for visitors who came back to pricing or case-study pages.

Where it leaks. The ad platform thinks every form is a win, so it finds more of whoever fills out forms. A signed $60,000 client and a student asking a question count the same, and the deal closing in three months never gets credited.

What we change. Stages from your CRM (qualified, proposal, signed) sent back to Google Ads with deal value. Google accepts click-ID conversions for up to 90 days, so longer deals are tracked through an earlier stage like a qualified lead, and LinkedIn can take offline stages through its Conversions API or CSV uploads.