B2B Search Advertising Playbook

Campaign Structure

Recommended Structure

• Brand campaigns: Exact match brand terms, separate from non-brand
• Non-brand campaigns: Grouped by theme/product line
• Competitor campaigns: Separate budget, lower expectations

Ad Group Organisation

• 5-15 keywords per ad group (tightly themed)
• 2-3 RSAs per ad group
• Match types: Start with phrase + exact, add broad with smart bidding only

Bidding Strategy

Objective	Recommended Strategy	When to Use
Lead generation	Target CPA	30+ conversions/month
Brand awareness	Target IS	Low competition markets
New campaigns	Maximise Clicks (capped)	First 2-4 weeks

Quality Score Optimisation

1. Expected CTR: Use keyword in H1, strong CTAs, ad extensions
2. Ad Relevance: Tight ad group theming, keyword in headlines
3. LP Experience: Fast load, mobile-friendly, relevant content

Negative Keyword Strategy

• Build universal negative list from Day 1
• Review search terms weekly for first month, then bi-weekly
• Common B2B negatives: free, download, tutorial, how to, jobs, salary, training

Extension Best Practices

• Minimum 12 callout extensions
• Minimum 6 sitelinks with descriptions
• At least 2 structured snippet headers
• Update extensions quarterly