B2B
B2B Lead Generation & Demand
Ran a sustained B2B paid search program for a specialized supplier — generating qualified leads while supporting ecommerce revenue, with the reporting and account management to back long-term strategic decisions.
Multi-year
Strategic engagement
B2B + eComm
Dual objectives
Clear
Attribution & reporting
The Challenge
A B2B supplier needed a paid search program that could generate qualified leads and support ecommerce revenue at the same time — with transparent reporting a stakeholder could actually act on, sustained over a multi-year relationship.
My Role
I served as the paid media lead and strategic partner — managing Google and Microsoft Ads, building conversion tracking, and delivering the reporting cadence that guided budget and strategy decisions.
Strategy
How I approached it.
- 01
Structured Google Ads across Search, Shopping, and Display for both lead-gen and ecommerce goals
- 02
Built Microsoft Ads campaigns for incremental B2B search volume at efficient CPCs
- 03
Implemented conversion tracking and attribution to separate qualified leads from noise
- 04
Delivered a regular reporting cadence with clear, actionable recommendations
- 05
Managed budgets at the portfolio level, reallocating toward what produced pipeline
Platforms & Tools
- Google Ads
- Microsoft Ads
- GA4
- Google Tag Manager
- CRM integration
Skills Demonstrated
- B2B demand generation
- Attribution & tracking
- Strategic account management
- Performance reporting
- Budget optimization
Outcomes
- Generated qualified B2B leads through optimized search programs
- Balanced lead-gen and ecommerce objectives in one account structure
- Improved attribution visibility into what produced pipeline
- Sustained a multi-year partnership built on transparent reporting
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