The Google Playbook
Core Argument: Google captures demand that already exists. It does not create demand. Success requires understanding the Intent Hierarchy, winning keyword economics, and building landing pages that convert searchers to pipeline.
The Demand Capture Channel
LinkedIn and Meta create demand. They reach people who are not actively looking and introduce them to solutions.
Google captures demand. It reaches people who are already looking and converts their search into action.
This distinction is fundamental.
Creating demand is hard. You must interrupt, educate, and persuade people who were not thinking about your category.
Capturing demand is efficient. You reach people who have already decided they have a problem and are actively seeking solutions.
Google's advantage: When someone searches "B2B demand generation software," they have self-identified as a potential buyer. The hard work of demand creation has already happened elsewhere.
Google's limitation: You can only capture demand that exists. If no one searches for your category, Google cannot help you.
The Intent Hierarchy
Not all searches indicate equal buying intent. The Intent Hierarchy classifies searches by proximity to purchase.
Level 1: Transactional (Highest Intent)
Searches that indicate readiness to buy or evaluate.
Examples:
- "demand generation software pricing"
- "best B2B marketing automation tools"
- "[competitor name] alternatives"
- "buy [product category]"
- "[product category] demo"
Characteristics: Lowest volume, highest CPC (most competition), highest conversion rate, shortest path to pipeline.
Strategy: Bid aggressively. High CPCs are acceptable because conversion justifies cost.
Level 2: Commercial Investigation
Searches that indicate active evaluation.
Examples:
- "demand generation software comparison"
- "what is [product category]"
- "[your product] vs [competitor]"
- "[product category] reviews"
Strategy: Target with educational content. Capture leads for nurture.
Level 3: Informational (Lower Intent)
Searches for knowledge, not necessarily tied to purchase.
Examples:
- "what is demand generation"
- "how to generate B2B leads"
- "marketing automation best practices"
Strategy: Use for top-of-funnel content and remarketing building. Do not expect direct conversions.
Google Keyword Economics
Keyword selection is an economic decision, not a creative one.
The Keyword Viability Formula
Keyword CAC = CPC ÷ CTR ÷ Landing Page Conversion ÷ Lead-to-Customer Rate
Example calculation:
- 1,000 impressions
- 3% CTR = 30 clicks
- Cost = 30 × $15 = $450
- 5% landing page conversion = 1.5 leads
- 8% lead-to-customer = 0.12 customers
- CAC = $450 ÷ 0.12 = $3,750
Viability test: Is $3,750 CAC acceptable for your ACV and LTV/CAC targets?
Match Types and Negative Keywords
Match types determine which searches trigger your ads.
Match Type Hierarchy
Exact Match [keyword]: Triggers only for that keyword (and close variants). Highest control, lowest reach. Best for high-intent, proven keywords.
Phrase Match "keyword": Triggers when search contains the phrase. Moderate control, moderate reach. Good for most B2B campaigns.
Broad Match keyword: Triggers for "related" searches (Google decides). Lowest control, highest reach. Dangerous for B2B; use with caution.
The Broad Match Trap
Google's default is Broad Match. Google wants you to use Broad Match because it expands your spend.
Example: Keyword "B2B marketing software" with Broad Match might trigger for:
- "marketing degree programs"
- "B2B meaning"
- "software engineer jobs"
- "marketing jobs"
Each irrelevant click costs money and produces nothing.
Defense: Use Phrase or Exact Match for most B2B campaigns.
Essential Negative Keywords
| Category | Examples |
|---|---|
| Jobs/Careers | jobs, careers, salary, hiring, resume |
| Education | courses, certification, degree, training |
| Free | free, cheap, open source, trial |
| DIY | DIY, template, homemade |
Process: Review Search Query Report weekly. Add irrelevant queries as negatives continuously.
Campaign Structure
Recommended Structure for B2B
Campaign 1: Brand
- Keywords: Your brand name, product names
- Match type: Exact and Phrase
- Budget: 5-10% of total
- Goal: Defend brand searches, low CPC capture
Campaign 2: High-Intent Non-Brand
- Keywords: Transactional, competitor alternatives
- Match type: Exact and Phrase
- Budget: 50-60% of total
- Goal: Capture high-intent demand
Campaign 3: Commercial Investigation
- Keywords: Comparisons, reviews, solutions
- Match type: Phrase
- Budget: 25-35% of total
- Goal: Capture mid-funnel researchers
Ad Copy Excellence
B2B Ad Copy Principles
Include the keyword: Match the search query in headline. Improves relevance and Quality Score.
Lead with benefit, not feature:
- Feature: "AI-Powered Analytics"
- Benefit: "See Why Deals Stall in Seconds"
Use numbers: Specificity builds credibility.
- "Reduce Close Time by 40%"
- "Join 500+ B2B Companies"
Differentiate from competitors: Search results show multiple ads. Why click yours?
Landing Page Alignment
The landing page must continue the promise of the ad.
The Alignment Principle
What they searched → What the ad said → What the page delivers
Misalignment causes bounce. Bounce wastes click cost.
Search Intent-Specific Pages
Transactional intent: Demo page with headline "See [Product] in Action," short form, calendar scheduling.
Commercial investigation: Comparison page with headline "[Product] vs. [Competitor]: Honest Comparison."
Informational intent: Content page with educational content and gated deeper content.
Case Study: Google Search Optimization
A Remotir client (Series B SaaS, $15M ARR, selling sales enablement software) was running Google Ads with poor efficiency.
The Diagnosis:
- 65% of spend on Broad Match keywords
- No negative keyword strategy
- Search Query Report showed 40% irrelevant queries
- Single landing page for all campaigns
- Maximize Clicks bidding (optimizing for wrong goal)
The Intervention:
- Switched keywords to Phrase and Exact Match
- Added 200+ negative keywords from query analysis
- Created intent-specific landing pages
- Restructured campaigns by intent level
- Moved to Manual CPC, then Enhanced CPC
Results (3 months later):
| Metric | Before | After |
|---|---|---|
| Monthly spend | $22,000 | $18,000 |
| Clicks | 1,850 | 1,200 |
| CPC | $11.89 | $15.00 |
| Leads | 45 | 72 |
| CPL | $489 | $250 |
| Lead-to-Opp | 18% | 28% |
| Cost per Opp | $2,717 | $893 |
Fewer clicks, higher intent, 3x better cost per opportunity.
The insight: Google efficiency is about reaching the right searches, not the most searches. Quality over quantity in keyword and match type strategy.
Conclusion: Capture What Exists
Google is not a demand creation channel. It is a demand capture channel.
This limitation is also its strength. Searchers have self-qualified by their queries. A search for "B2B demand generation platform pricing" indicates someone far further in the buying journey than a LinkedIn impression.
Success requires:
- Intent focus: Prioritize transactional and commercial investigation keywords
- Match type discipline: Avoid Broad Match traps
- Negative keyword rigor: Eliminate irrelevant queries continuously
- Landing page alignment: Match pages to search intent
- Economic clarity: Only bid on keywords where math works
Google captures demand efficiently when these conditions are met. When they are not, Google becomes an expensive exercise in paying for irrelevant clicks.
Know your keywords. Match intent. Capture demand.