How we scaled B2B cloud leads across Europe and the USA using Search, Performance Max, and GDN campaigns.
0.1%
CR in purchase
$196
CPO
599
Total purchases
Objective
Launch Google Ads for a Cloud Platform and reach new B2B clients
The client offered cloud infrastructure solutions targeting business customers across two major geographies — Europe and the United States. The core goal was to generate qualified leads and drive measurable purchase conversions through Google’s paid advertising ecosystem.
The B2B cloud market is competitive with high CPCs and long sales cycles. Success required both precise targeting and creative differentiation across multiple campaign types.
Solution
Multi-format Google Ads strategy with custom audience signals
We built a comprehensive paid media structure combining three core Google Ads formats to cover the full funnel — from intent-driven search to broad awareness and retargeting.
Classic Search + Performance Max + GDN working together — each format serving a distinct role in the customer journey.
Search Campaigns
High-intent keyword targeting to capture businesses actively looking for cloud solutions and infrastructure providers.
GDN with Custom Intent
Custom intent audiences based on competitor and category keywords to reach decision-makers mid-research.
Performance Max
AI-driven campaigns reaching potential clients across Google’s full inventory — Search, Display, YouTube, Gmail, and Maps.
Discovery Campaigns
Visually native ads in Google feeds targeting prospects by interests and purchase behavior in the B2B tech segment.
Creative strategy focused on testing multiple banner formats and messaging angles to identify what resonated most with B2B buyers at different stages of the funnel.
- Different banner sizes and creative concepts tested simultaneously
- Multiple communication styles — technical, value-driven, and ROI-focused
- Separate strategies for European markets and USA to match local pricing expectations
- Continuous bid optimization to improve CPO over the campaign period
Performance Results
Key metrics ·
Nov 2022 – Feb 2023
48.7K
Clicks generated across all campaigns
595
Total conversions tracked
4M
Total impressions across
Europe + USA
$12.27
Average CPC across
all campaigns
1.2%
Average CTR across
the full campaign mix
$597K
Total ad spend managed
Outcome
What this case proves
Advertising cloud infrastructure to B2B buyers is a high-stakes, high-CPС environment where generic campaigns quickly drain budget without results. This campaign demonstrated that a structured, multi-format approach — combining intent capture with audience-level targeting — can generate consistent purchases even in a niche with long decision cycles.
The USA segment achieved a notably lower CPO of $196, outperforming the overall average and highlighting the value of geo-specific strategy and creative localization.
By combining classic Search precision with the reach of Performance Max and the contextual relevance of custom-intent GDN, we built a system that scaled without sacrificing efficiency — delivering 599 purchases over four months of active optimization.