#dreamdatarecipes

How to see the value of B2B Google Ads in pipeline and revenue generated.

Supplementary Guide

These steps allow you to replicate the analysis. For context and more examples we recommend you watch the video above.

Step 1: Understanding Google Search Ads challenges

B2B purchases often involve multiple decision-makers and a longer sales cycle, spanning 6-12 months with multiple sessions and devices.

Therefore it becomes difficult to connect the cost you had on starting the journey with the revenue produced.

Step 2: Utilising Dreamdata for account-based analysis

Dreamdata shows you an account-based analysis, which consolidates interactions from all individuals involved in a purchase decision into a single account journey.

For example, if the first click came from a Google search ad you can join that to the final outcome in the CRM system (e.g., closed-won), enabling a direct comparison between ad cost and generated revenue.

Step 3: Determine the average duration from first ad click to SQL/MQL/New Biz

  1. Access the Revenue Analytics > 'Revenue Segmentation’ report

  2. Using a First Touch attribution filter.

What you’ll notice is that different channels have a differing number of days to value. By looking here, at the ‘Paid’ row, we can determine how long a journey should take (on average) to reach the stage.

Step 4: Quality analysis of Google Search Ads

  1. Go to your Performance > Paid > Google Search Ads report.

  2. We recommend you set the attribution model to Data-driven.

  3. Evaluate how much you have spent on ads (in the selected timeframe), how many leads these influenced and the value of these.

Step 5: Evaluate cost per acquisition

  1. Analyse campaign performance based on cost per acquisition metrics.

  2. Determine which campaigns exceed or fall below the agreed-upon cost per acquisition.

  3. Consider increasing spend on campaigns that are performing well below the target cost per acquisition.

Overall, it is important to look at your costs but also run an account based data model so you can see whether you Google Search Ads are truly producing value.