B2B, bidding on
closed-won. Not form fills.
Enhanced Offline Conversions from Bitrix24, amoCRM, HubSpot. Per-stage signal (qualified / proposal / won) so Smart Bidding learns short and long. Procurement-intent architecture. Yandex Direct where RU/BY/KZ is the market.
Four patterns we see every audit.
- 01
Smart Bidding optimising on form_submit
B2B deals close in CRM weeks or months after the click. Smart Bidding is trained on form_submit because that's all GA4 sees. Cheap junk leads from competitors and students dominate the signal; high-intent procurement queries under-served.
- 02
CRM and Ads completely disconnected
Bitrix24 / amoCRM / HubSpot logging deals; Ads bidding blind. No EOC uploads, no gclid in the deal record, no closed-won signal back to Google. Effectively two parallel systems pretending to be one.
- 03
Junk traffic from broad keywords and PMax
Generic queries pulling job seekers, students, competitors, and product researchers — not buyers. PMax bidding on intent it can't tell apart from real procurement signal. CPL looks fine; sales team complaining about lead quality.
- 04
Dashboards for the media buyer, not for sales
Ads dashboard shows clicks, conversions, CPA. Sales team works in CRM and sees deals, pipeline, closed-won. No reconciliation between the two. CFO doesn't know which channel actually books revenue.
Eight pieces, closed-won economics.
- 01CRM-bound
Bitrix24 / amoCRM / HubSpot ↔ Ads bridge
Webhooks from CRM deal stages to Google Ads as Enhanced Offline Conversions. qualified_lead, proposal_sent, deal_won as separate conversion actions with their own revenue values.
- 02
gclid captured at lead intake
Form custom field stores gclid at submission. CRM record preserves it through the pipeline. EOC upload uses it to match back to Google Ads click data.
- 03
Lead-quality scoring at intake
Form field scoring: company size, intent keywords, contact validity. Junk leads suppressed before Smart Bidding learns the wrong pattern.
- 04
Procurement-intent search architecture
Long-tail B2B queries (specifications, comparisons, integrations) prioritised. Generic broad-match retired. Negative keywords for jobs, students, competitors, product-research queries.
- 05
PMax contained or retired
PMax in B2B is usually a liability. We contain it (brand + procurement-specific intent signals only) or retire it. Decision documented per account.
- 06RU/BY/KZ
Yandex Direct for RU/BY/KZ B2B
Where the market is post-Soviet B2B, Yandex Direct is essential. Same EOC discipline, conversion uploads from Bitrix24 / amoCRM. Multilingual treatment.
- 07
Sales-aligned dashboard
Looker dashboard bridging Ads + CRM. Channel ROAS at closed-won, not at form-submit. Lead-quality score by source. Sales pipeline tied back to acquisition cost.
- 08
Documented funnel hypothesis log
Every campaign change logged with hypothesis, expected lift, observed deal-stage outcome. Auditable for a CFO. Defensible to a sceptical sales director.
Loop closure, architecture, operate.
- 01
B2B audit
Phase 01 · 5 working daysAds, GA4, CRM (Bitrix24 / amoCRM / HubSpot / custom). Map source-to-closed-won, score lead quality, surface bridge gaps.
- →Channel-by-channel closed-won economics
- →CRM ↔ Ads bridge gap analysis
- →Lead-quality distribution per source
- →Top-10 leaks ranked by recoverable spend
- 02
Close the loop
Phase 02 · Weeks 1–3EOC pipeline per deal stage. gclid capture and storage. Lead-quality scoring deployed. Smart Bidding starts learning on real signal.
- →EOC pipeline live for qualified / proposal / won
- →gclid capture from lead form to CRM verified
- →Lead-quality scoring deployed at intake
- →Initial Smart Bidding recalibration period
- 03
Procurement-intent architecture
Phase 03 · Weeks 2–6Search rebuilt by procurement intent. PMax contained or retired. Yandex Direct for relevant markets. Negative-keyword governance tightened.
- →Search architecture by procurement intent
- →PMax decision documented (contain / retire)
- →Yandex Direct architecture for relevant markets
- →Shared negative-keyword sets at MCC level
- 04
Operate on closed-won economics
Phase 04 · OngoingWeekly review with sales team. Monthly EOC match-rate health. Quarterly pipeline-by-channel review with CFO if applicable.
- →Weekly review with sales team
- →Monthly EOC and match-rate report
- →Quarterly pipeline-by-channel CFO review
- →Annual channel-mix economics decisions
From our B2B practice.
Mill
Backend lead webhooks → GA4 MP; ads-grade attribution against the CRM; senior account ownership.
Customer 3656982788
Sertifikaty.bel
Search and PMax discipline for high-intent commercial queries; CRM-grade conversion uploads.
Customer 2395200860
Capital Logistic
B2B logistics performance with procurement-intent architecture and Search-dominant mix.
Common questions.
Usually yes. The requirement is webhook-able stage updates and gclid storage. We've worked with Bitrix24, amoCRM, HubSpot, Salesforce, and custom PHP/Node CRMs. If yours has a REST API or webhooks, we can probably bridge it.
Tight, but workable. Smart Bidding needs ~30 conversions / month to learn well — for low-volume B2B we usually treat 'qualified lead' as the optimisation signal (more volume) while monitoring closed-won as the truth signal. Bidding short, reporting long.
Both, usually. Yandex dominates B2B in RU/BY/KZ — particularly Search for procurement queries. Google complements with international and specialised verticals. Sertifikaty.bel and similar accounts run both, with the same CRM-fed EOC discipline on each.
We don't run LinkedIn Ads as a primary discipline. For some B2B accounts we recommend it (high-ticket, narrow ICP, account-based campaigns) and coordinate with a LinkedIn specialist rather than running it ourselves. We won't pretend to be the best person for that channel.
Yes — most of our B2B accounts came that way. We document the existing setup, preserve learning data, integrate with the CRM stack, and run in parallel during transition. Old structure retires only after the new one is verified on closed-won data.
Send the Ads + CRM access.
Read-only access. Five working days. Written diagnostic with channel-by-channel closed-won economics.
No long contracts · Free audit before any work