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SEA

B2B SEA Agency for IT & Software Companies

As experts in IT marketing, we help B2B IT companies generate predictable, qualified leads with Google Ads—drawing on our experience from over 70 IT projects. No more guessing about target audiences or wasting your budget on irrelevant clicks. Instead, we rely on strategy and genuine IT expertise.

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TRUSTED BY 70+ B2B IT CLIENTS

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WHY LEADEFFECT?

That's why IT and software companies rely on Leadeffect as their B2B SEA agency

As a Google Partner in B2B SEA, we are one of the leading Google Ads agencies for IT and software companies in the DACH region.

Extensive experience gained from more than 70 IT and software projects

We know what matters most in Google Ads campaigns for complex IT solutions. What this means for you: You don’t have to explain your market to us. We’re already familiar with the typical target audiences, the relevant search terms, and the most common campaign mistakes in the IT sector, and we put this knowledge to work from day one.

Measurability Instead of Gut Feelings

We measure every campaign against a defined cost-per-lead target. None of our reports are filled with metrics that look good but ultimately mean nothing. Instead, we focus on analyses that include concrete figures and clear recommendations for action. To achieve this, we work with clear testing frameworks and data-driven optimizations.

Personalized Support on an Equal Footing

You’ll work directly with a dedicated account manager who will oversee and continuously optimize your campaign. We’ll explain complex Google Ads topics in an easy-to-understand way, proactively provide recommendations to improve your performance, and keep you informed in a transparent manner about results and next steps.

A Clear Focus on IT Marketing

As a B2B SEA agency focused exclusively on IT and software, we understand the long decision-making cycles, the small but valuable target audiences, and the need for solutions that require explanation. Those who understand these dynamics make fewer costly mistakes—and that directly impacts the cost per lead.
Schedule a strategy meeting
b2b sea agency

Why Google Ads Work for B2B IT Companies

According to a recent study by Sopro, 71% of all B2B buyers begin their research with a simple Google search. Google Search Ads appear at the very top of the list, even before the organic results. For potential customers who are actively looking for a solution, these ads are often their first point of contact with a provider.

What many people underestimate: The window of opportunity during which you, as a provider, are even noticed is much smaller than you might think. New data from 6sense (2025) shows that 83% of B2B buyers have already fully defined their requirements before they even contact a provider. If you’re not visible during the early research phase, you simply won’t make the shortlist—regardless of how good your product is.

For IT and software companies, there’s the added challenge that their target audiences are quite small. A medium-sized ERP company might have 2,000 potential customers in Germany. Every misdirected click therefore costs not only budget but also market precision. A well-designed B2B SEA campaign is therefore not a matter of budget, but of precision.

SERVICES

Comprehensive SEA Services
for IT Companies

STATUS QUO ANALYSIS

At the start of our collaboration, we analyze the current situation: Which keywords are your competitors targeting? And how is your Google Ads account currently set up? This analysis not only gives you a good overview of your potential but also shows you how we, as a B2B SEA agency, work and think.

KEYWORD ANALYSIS

In B2B, it’s not search volume that determines a campaign’s success, but rather the purchase intent behind a search term. That’s why we analyze not only what people are searching for, but more importantly why—and use this insight to build a keyword architecture that captures prospects exactly when they’re ready to buy.

SETTING UP GOOGLE ADS​

The Google Ads dashboard is very complex. To help you save valuable time and resources, we’ll handle the entire setup process for you—from creating your account and setting up your campaign to tracking your results. This way, we ensure that every action is measurable and that you always have a clear overview of your costs.

CREATE LANDING PAGES

The quality of the page to which your potential customers are redirected from a Google Ad is crucial to the success of your campaign. Only if you can convince prospective customers on this landing page will your B2B SEA campaign be profitable and will you gain new customers. This has a direct impact on your cost per lead.

OPTIMIZATION AND A/B TESTING

A campaign is never “finished.” That’s why we continuously analyze key KPIs—click-through rate, conversion rate, cost per lead, and quality score—and use them to identify specific optimization measures. Using split tests, we systematically determine which ad texts and landing page variations perform better. The winning version is then set as the standard, and the test starts all over again.

REMARKETING

Many potential customers are actively looking for a solution, but don’t make an inquiry on their first visit to your website. With targeted remarketing campaigns, we reach out to this exact user group again as soon as they search for topics related to your business on Google. Since they’ve already been exposed to your brand, the likelihood of conversion is significantly higher than for first-time visitors. This lowers your average cost per lead and increases the overall profitability of your SEA campaign.

PROCEDURE

Our Process

STEP 1

Workshop

STEP 2

Keyword Analysis

STEP 3

Design and development of the landing pages by

STEP 4

Setup (Account, Campaigns, Tracking)

STEP 5

Optimization &
Split Testing

STEP 1

Workshop

STEP 2

Keyword Analysis

STEP 3

Design and development of the landing pages by

STEP 4

Setup (Account, Campaigns, Tracking)

STEP 5

Optimization &
Split Testing

Schedule a free strategy consultation now

Schedule a strategy meeting

DIFFERENCES

SEA in B2B vs. B2C: Understanding and Applying the Differences

We know that the B2B market differs significantly from the B2C market. The target audiences are smaller, the purchasing processes are longer, the keywords are more specific—and every wrong click hurts more. As a specialized B2B SEA agency, we build our campaigns around these differences from the very beginning. Specifically, this means:

Narrow down your search terms for "
"

The “maximize visibility” approach doesn’t apply in the B2B market. You have a narrowly defined target audience, which must also be taken into account when selecting keywords. The challenge is to select precisely those search terms where the search intent aligns with your solution and where there is a high purchase intent. The success of a B2B Google Ads campaign depends largely on this. That’s why we invest more time than other agencies in familiarizing ourselves with your market and analyzing the right search terms (keywords). This is where our experience from previous projects comes in handy. See our references

Targeting the "
" audience

In addition to selecting the right keywords, it’s important to precisely target the right audience. To do this, we use audience settings to filter out specific user groups.
This approach ensures that only relevant users see your ads. This precise targeting is key to the campaign’s profitability.
A common problem is that, for example, students and job seekers often enter similar search terms. We specifically counteract this with these settings and tailored ad copy.

Low search volume for "
"

Many B2B companies fear that the relevant search terms aren’t entered often enough on Google and that it isn’t worth running ads there. Compared to the B2C market, most B2B search terms do indeed have lower search volume. However, the target audience in B2B is generally much smaller, and the customer value is higher. In the B2B sector, so-called long-tail keywords—such as “quality management software for the healthcare industry”—which generally have very low search volume, are particularly relevant. This is because the search intent is extremely specific.

Suggested ad copy for "
"

When it comes to ads, it’s important to understand your target audience. This requires a solid understanding of B2B target audiences and a thorough grasp of their needs so you can write ad copy that resonates with users. This isn’t just crucial for a high conversion rate—your ad copy also represents your company, as it’s often the first point of contact for potential new customers.

CASE STUDIES

Thanks to us, these IT companies are already generating a steady stream of leads

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Cathrin Deues-Fehlau, Authorized Signatory, Marketing | Communications

“Professionally managed SEA campaigns with a strong B2B focus. The result is a steady stream of qualified leads and a very successful partnership.”

ERP System

ams.Solution AG

Starting point:

  • Need for Systematic Lead Generation Through Google Ads

What we did:

  • Targeted B2B SEA campaigns for lead generation in custom, contract, and variant manufacturing (DACH)

Results:

  • Up to 10 qualified leads per month
To the Case Study
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Kristin Luhmeyere, Product Manager

“ The lead quality is remarkably good. (…) Far more leads. We'd definitely recommend working with them.”

Quality Management Software

QM-Pilot

Starting point:

  • No leads coming in through the website

What we did:

  • Conversion optimization
  • B2B SEO
  • B2B Google Ads

Results:

  • Doubled new customer acquisition
  • 25+ leads per month
  • Cost per lead under €100
To the Case Study
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Software for Medical Practices

myMedax

Starting point:

  • No leads from the website
  • Outdated website

What we did:

  • Website redesign
  • B2B SEO and paid search campaign
  • ABM: email campaign

Results:

  • 20+ qualified leads per month
  • Cost per lead of €60
Case study to follow

CONTACT

Book Your Free Strategy Session

Daniel Mehlen

Daniel Mehlen

Email:

anfrage@leadeffect.de

LinkedIn

linkedin.com/in/daniel-mehlen

FAQ

Frequently Asked Questions About B2B SEA

SEA stands for Search Engine Advertising and refers to paid ads on search engines. These ads appear at the top of search results as soon as a user enters a specific keyword. Companies pay only when someone clicks on their ad (cost-per-click model). Unlike SEO, which aims for organic visibility, SEA delivers immediate visibility.
A B2B SEA agency—or B2B Google Ads agency—handles the strategic planning, technical setup, and ongoing optimization of Google Ads campaigns. This includes keyword research focused on purchase intent, audience-specific targeting, creating and testing ad copy, building conversion-optimized landing pages, as well as ongoing reporting and optimization based on measurable KPIs such as cost per lead and return on ad spend.
Leadeffect is the right partner for B2B IT and software companies that want to use Google Ads to attract qualified leads rather than irrelevant clicks. Companies offering solutions that require explanation benefit in particular from our specialization in complex B2B markets and our experience gained from over 70 IT projects.
The first clicks and inquiries often appear within the first few weeks after a campaign launches. However, reliable optimization data isn’t available until 14 to 30 days have passed, when sufficient conversion data is available. B2B companies should expect it to take 3 to 6 months for a campaign to reach its full potential, since B2B purchasing decisions take several months on average.
Different rules apply in B2B than in B2C: smaller target audiences, longer purchasing processes, more specific keywords, and higher click prices. A generalist agency that optimizes e-commerce campaigns in the morning and is supposed to generate B2B software leads in the afternoon can rarely address these differences effectively. We, on the other hand, know the market and don’t need lengthy learning curves or trial-and-error at the expense of your budget.
In B2B, Google Ads and LinkedIn Ads are not alternatives but rather complement each other: Google Ads perform well when there is active demand (high purchase intent), while LinkedIn Ads excel at building brand awareness and precise targeting. For many companies, the best practice is therefore: Google for leads, LinkedIn for customer acquisition and retargeting. In general, combining multiple channels yields the best results.
There’s no one-size-fits-all answer to this question, as it always depends on the intensity of competition, the target audience, and the target CPL. However, in the B2B IT sector, reasonable starting budgets often range from €1,500 to €5,000 per month to gather enough data for valid optimization decisions. Below this level, the learning phase takes significantly longer. We’d be happy to advise you on what’s realistic for your specific situation during a free strategy consultation.
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