Google Ads For B2B: Frameworks, Structures & Setups

Episode notes

In this episode of Unqualified Leads , Harry Hughes and Dan Hughes break down their core approach to Google Ads for B2B lead generation . From auditing a new account to structuring campaigns for scale, this episode covers the practical frameworks they use to build, manage and optimise Google Ads accounts that are focused on generating qualified pipeline, not just cheap clicks. They start with the foundation of every strong Google Ads account: conversion tracking . Harry explains why the first place he checks in any account is the conversion setup, how to think about primary vs secondary conversion actions , and why so many businesses damage performance by optimising for the wrong event. The conversation also covers enhanced conversions , consent mode v2 , and why offline conversion imports from HubSpot or your CRM are essential if you want Google to optimise towards SQLs, opportunities and closed revenue rather than shallow lead volume. From there, they move into Google Ads account structure and explain how to think about campaigns by geo, service, product, and intent .

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