B2B Ecommerce Google Ads
B2B Ecommerce Google Ads - PPC for Trade, Wholesale, and Industrial Suppliers
B2B ecommerce isn't B2C with bigger order values. Longer sales cycles. Tiered customer-group pricing in the feed. Account-based bidding signals. Lead-gen overlay on Shopping campaigns. Most ecommerce agencies aren't built for B2B - JudeLuxe is.
Why B2C ecommerce agencies fail at B2B
Most "ecommerce PPC agencies" are B2C-only. The commercial mechanics they're built around - short sales cycles, transactional intent, single-buyer purchase decisions, consumer-led pricing - break down for B2B. The brands that need B2B-specific PPC management either get poorly served by B2C agencies, get over-served by B2B lead-gen agencies who don't understand ecommerce, or default to in-house teams that lack senior expertise.
Sales cycle length isn't factored into bidding
B2C ecommerce: customer journey typically 1-7 days from search to purchase. B2B: typically 14-90 days from research to purchase order. Smart Bidding configured for B2C attribution windows misses a substantial share of conversions because they fall outside the model's lookback. The bidder ends up optimising against the wrong signal.
Tiered customer-group pricing isn't surfaced
Most B2B brands run tiered pricing - different prices for trade, distributor, end-user, or Tier 1 / Tier 2 / Tier 3 accounts. The default product feed shows retail. Smart Bidding bids assuming retail revenue when the realised transaction value is materially different. The result is over-bidding on low-margin segments and under-bidding on the buyers that actually matter.
Lead-gen overlay isn't implemented
B2B ecommerce buyers often need to talk to a salesperson before placing a first order - even when the catalogue is fully shoppable. PPC needs to support both direct ecommerce conversions and lead-gen for assisted-buy customers, with parallel bid strategies. B2C-focused agencies rarely structure for this.
Account-based signal isn't captured
Some B2B brands sell almost exclusively to repeat accounts. Acquisition is rare; account expansion and retention dominate. The bidding signal needs to reflect new-account acquisition vs expansion within existing accounts. B2C agencies treat every purchase identically, missing where the real economics sit.
B2B ecommerce PPC, run on BOI™ adapted for trade economics
The BOI™ framework assigns every SKU one of five commercial jobs based on margin and commercial intent. The framework adapts naturally to B2B ecommerce, with some specific implementations that B2C-only setups miss.
Tiered margin calculation per customer group
For brands with trade / distributor / retail tiered pricing, we calculate contribution margin per customer group, blend it according to the actual customer mix on a given SKU, and feed the blended margin into Smart Bidding. The bidder sees realistic margin, not a retail approximation.
Extended attribution windows
Standard 30-day attribution is wrong for most B2B accounts. We typically configure 60-90 day attribution windows depending on average sales cycle, with explicit reporting on assisted conversions and view-through paths. The bidder sees full conversion contribution rather than truncated B2C-default windows.
Lead-gen + ecommerce hybrid bidding
For brands where some buyers complete checkout direct and others want a salesperson, we structure campaigns to support both. Direct ecommerce conversions feed standard Smart Bidding. Lead-gen events (catalogue download, quote request, contact form, calculator submission) feed a parallel value-based strategy the sales team converts offline.
Repeat-customer signal
Where customer-account data is accessible (CRM integration), we segment customers as new-account vs existing-account and bid differently against each. Acquisition bids reflect new-customer LTV; expansion bids reflect order-value uplift within existing accounts.
The structural work sits inside our retained Google Ads management, with measurement frameworks like POAS shaping how we report performance back to the business.
Where we currently run B2B campaigns
JudeLuxe runs Google Ads and Microsoft Ads campaigns across several B2B ecommerce categories:
Trade and wholesale
Single-brand suppliers selling to trade buyers, registered retailers, and end-consumers in parallel - often with distinct pricing per channel.
Industrial supplies
Including the aggregates supplier onboarded in May 2026 - high-value, repeat-purchase, technical-specification buyers.
B2B-led Shopify Plus accounts
Using Shopify's native B2B features (customer groups, draft orders, payment terms) combined with Google Ads structured for trade economics.
Hybrid B2B + B2C catalogues
Single brand selling to both audiences. The PPC strategy is structured to support both routes without one cannibalising the other.
Running Google Shopping for B2B catalogues
Google Shopping works for B2B ecommerce - but only with feed work most agencies don't do. The specific B2B Shopping challenges:
Feed structure for tiered pricing
The feed needs to reflect the right price for the right audience. Either configure separate feeds per customer group (cleanest but operationally heavier) or feed with audience-conditional pricing logic. Either approach requires Magento, Shopify Plus, or BigCommerce-level customisation.
Configurable / customisable products
B2B catalogues often include quote-required pricing, customer-spec variants, minimum order quantities, or lead-time-dependent availability. The default feed can't represent these correctly. Supplemental feeds and middleware (DataFeedWatch, Channable) handle most cases.
B2B Performance Max
PMax is increasingly viable for B2B but requires specific structuring - restricted asset signals (B2B buyers respond differently to consumer creative), value rules reflecting B2B unit economics, and brand exclusion rules preserving direct-sales relationships.
For platform-specific implementations, see our Magento B2B catalogues work where customer-group pricing and configurable products are native to the platform.
Search campaigns for B2B ecommerce buyers
B2B Search behaves differently from B2C. The queries are more technical, the buyer profile is more specific, and the click-through-to-conversion pattern stretches across multiple sessions. The specific B2B Search practices:
Specification-led keyword research
Technical terms, SKU codes, industry-standard terminology - not consumer-led phrasing.
Comparison-stage targeting
'vs' queries, 'alternative to' queries, replacement-and-upgrade queries that signal evaluation rather than first-touch curiosity.
Account-name search
Branded competitor terms where strategically defensible and commercially worth the friction.
Long-tail product-spec queries
Captured via responsive search ads with extensive negative-keyword discipline to avoid B2C contamination.
Lead-gen extension overlay
Call extensions, sitelink extensions to quote forms, lead-form extensions where appropriate to the buyer.
Microsoft Ads - typically 15-30% higher leverage for B2B
A specific note for B2B brands: Microsoft Ads (Bing) typically delivers higher leverage for B2B accounts than for B2C. Reasons:
- Business users disproportionately use Edge / Microsoft search at work (corporate IT defaults).
- Bing CPCs are typically 20-40% lower than Google for the same B2B keywords.
- LinkedIn audience targeting integrated with Microsoft Ads enables genuine B2B audience overlays.
- Business audience categories are more granular on Microsoft than Google.
For most B2B accounts we manage, Microsoft Ads delivers 15-30% of total spend and disproportionate conversion volume relative to that spend. We include Microsoft Ads as standard for B2B retained engagements.
B2B work in action
Aggregates Supplier (UK)
B2B industrial feed and attribution rebuild
Anonymised B2B industrial account. Feed engineering for tiered customer-group pricing, lead-gen overlay alongside transactional Shopping, and attribution windows extended to match the longer B2B sales cycle.
When B2B PPC isn't the right move
We push back on B2B PPC engagements in three situations - even though it costs us revenue. Better to lose the pitch than take a brief that won't work.
01
Sub-£10k/month available spend across Google + Microsoft
B2B PPC works at scale. There's a minimum viable spend below which the work overhead doesn't recover its cost. We'll point you to less expensive options (in-house with strategic input, freelance support) if your scale doesn't justify retained management.
02
Catalogue is fully bespoke or quote-only
PPC works when there's a catalogue people can search and buy. Pure bespoke / quote-only B2B businesses are better served by LinkedIn, direct sales, and SEO - not Google Ads.
03
No CRM integration possible
For repeat-customer B2B, we need to segment new vs existing accounts. If your CRM isn't accessible or your data is too messy to use, we'll defer the engagement until the data layer is fixed.
Frequently asked questions
Do you specialise in B2B Google Ads or B2C?
Both. JudeLuxe runs B2C ecommerce accounts across fashion, beauty, homeware, food, pet, and other categories - and B2B ecommerce accounts across trade, wholesale, industrial, and aggregate suppliers. The methodologies overlap (BOI™ applies to both); the implementations differ.
Why does B2B Google Ads need different handling than B2C?
Four reasons: longer sales cycles (typically 14-90 days vs 1-7 for B2C), tiered customer-group pricing (B2B prices vary by customer type), lead-gen overlay (B2B buyers often need salesperson contact before first order), and account-based signal (repeat-customer dynamics dominate over acquisition).
Do you manage Microsoft Ads / Bing for B2B accounts?
Yes - Microsoft Ads management is included as standard in B2B retainers. Microsoft Ads typically delivers 15-30% of B2B account spend at materially lower CPCs and with stronger business-audience targeting than Google.
How do you handle tiered customer-group pricing in the product feed?
We configure either separate feeds per customer group (cleanest but operationally heavier) or feed with audience-conditional pricing logic. The approach depends on your ecommerce platform's capabilities - Magento, Shopify Plus, and BigCommerce all support different methods.
What's the minimum spend for B2B Google Ads management?
£10k+/month aggregate across Google Ads and Microsoft Ads. Below this, the B2B feed engineering and attribution work doesn't recover its cost. We'll recommend alternatives if your scale doesn't justify retained management.
Can you run lead-gen and ecommerce PPC together?
Yes. Most B2B accounts need both - direct ecommerce checkout for transactional buyers and lead-gen events (quote requests, catalogue downloads, contact forms) for buyers who want to talk to sales first. We structure campaigns to support both routes with parallel bid strategies.
How long does it take to see B2B PPC results?
B2B sales cycles are longer, so structural changes show in the funnel before they show in closed revenue. Typical timeline: structural lift in 30 days, attributable revenue impact in 60-90 days, full conversion-attributed performance in 120-180 days as longer sales cycles complete.
Do you take engagements where B2B is only part of the brand's business?
Yes. Hybrid B2B + B2C brands are common. We structure campaigns to serve both audiences and report on each separately.
Book a Free B2B Audit
5-7 days. We'll review your feed structure, tiered pricing handling, attribution model, and Microsoft Ads gap. Written PDF report. No charge.