Good B2B Google Ads examples have one thing in common: each headline answers the exact search, and each description gives one reason to click and says what happens after the click. Below are eight search ads for two fictional B2B companies, one for each campaign type most B2B accounts run, written within Google’s character limits and annotated line by line. After them: the limits themselves, current benchmarks, and how to look up your competitors’ real ads.
A note on why the examples are fictional. Most “Google ad examples” posts on page one of Google are screenshots of consumer brands, often from 2022, with no character counts and no context on what the advertiser was bidding on. We wanted examples you can copy for a B2B account, matched to a keyword and a campaign type. For real ads, the Ads Transparency Center section shows how to pull any advertiser’s live ads in a few minutes.
What are Google’s limits for a search ad?
Every example below fits these limits, from Google Ads Help on responsive search ads:
| Element | Limit |
|---|---|
| Headlines | 3 to 15 per ad, up to 30 characters each |
| Descriptions | 2 to 4 per ad, up to 90 characters each |
| Display path | 2 fields, up to 15 characters each |
| Shown at once | Up to 3 headlines in the headline position, and at least one headline and one description, in combinations Google picks |
| Sitelinks | Link text up to 25 characters |
| Callouts | 25 characters or fewer |
Google rates each ad from “Poor” to “Excellent” on Ad Strength, and says advertisers who improve ad strength from Poor to Excellent see 15% more conversions on average. In practice that means writing more headlines and making them different from each other. The examples show three headlines and two descriptions each, a combination a searcher could see; a live ad should carry eight to fifteen headlines.
8 B2B Google Ads examples, by campaign type
Illustrative. Ledgerline (accounts payable software) and Quotabase (sales planning software) are fictional companies.
1. Brand search ad
Keyword: ledgerline · URL: ledgerline.com/pricing
Ledgerline Official Site | AP Automation for Mid-Market | See Pricing and Plans Approve and pay supplier invoices in one place. Syncs with NetSuite and Sage Intacct. Book a 20-minute demo or start a 14-day trial. No card needed.
Why it works. People searching your name want to log in, see pricing or book a demo. “Official Site” separates you from resellers and competitors bidding on your name. The description names the ERPs the buyer already uses, the fastest way to say “this fits you”. Pin the brand headline to position 1 here; it is the one case where pinning clearly helps.
2. Competitor search ad
Keyword: [rival] alternative · URL: ledgerline.com/compare
Looking for an AP Alternative? | Live in 3 Weeks, Not 3 Months | Compare Features Side by Side See how Ledgerline compares on approvals, ERP sync and price. Published comparison inside. Switching help included: we move your vendors and approval rules for you.
Why it works. It does not name the rival. Google’s trademark policy lets you bid on a competitor’s name as a keyword, but can restrict ads from a direct competitor that use the name in ad text once the owner complains. The ad leads with the reason people switch (setup time) and removes the main fear (migration work). Send the click to an honest comparison page, not the homepage.
3. Category search ad
Keyword: accounts payable software · URL: ledgerline.com/ap
Accounts Payable Software | Cut Invoice Processing Time | Built for Finance Teams of 5+ Capture, code and approve invoices automatically. Two-way sync with your ERP. Pricing on the page. See a 3-minute product tour before you book a call.
Why it works. Headline 1 repeats the search, which tells the searcher the ad matches. Headline 3 qualifies the click by team size, so very small businesses scroll past and you do not pay for them. “Pricing on the page” answers the first question B2B buyers have. Category terms are often the most expensive in a B2B account, so the copy should filter as much as it attracts.
4. Problem search ad
Keyword: how to stop duplicate invoice payments · URL: ledgerline.com/guide
Stop Paying Invoices Twice | Free Duplicate Pay Checklist | 7 Checks Your AP Team Can Run A practical checklist for finance teams: the seven checks that catch duplicates early. Free guide, no form. Includes a sample approval policy you can copy.
Why it works. Someone searching a problem is not ready for a demo. Offer the answer, ungated, and let the page introduce the product. “No form” raises clicks from people who expect to hit a gate. Measure these campaigns on assisted pipeline, not on demo requests.
5. Free tool ad
Keyword: sales quota calculator · URL: quotabase.com/tools
Free Sales Quota Calculator | Set Quotas From Real Capacity | No Signup. Results in 2 Min Enter ramp time, win rate and deal size to get a quota each rep can hit. Built by RevOps for RevOps. Export the model to Google Sheets.
Why it works. Tool searches can cost less per click than software searches and reach the same people; check both in Keyword Planner. The description lists the inputs, so the searcher knows the tool is real before clicking. The export option gives a reason to leave an email later without forcing it now.
6. Demo request ad
Keyword: sales capacity planning software · URL: quotabase.com/demo
Sales Capacity Planning | Plan Headcount From Pipeline | Book a 30-Min Working Session Model hiring, ramp and quota in one plan your CFO can audit. Salesforce and HubSpot sync. Bring your numbers: we build your first capacity model live on the call.
Why it works. “Demo” is a cost to the buyer; “working session” with their own numbers is a benefit. Naming the CFO speaks to the person who has to approve the purchase. The CRM names filter out teams that cannot use the product.
7. Integration search ad
Keyword: salesforce territory planning · URL: quotabase.com/sfdc
Territory Planning for SFDC | Native Salesforce App | Rebalance Territories in a Day Draw, score and assign territories inside Salesforce. Changes sync to account owners. Listed on AppExchange. Free 30-day pilot for one region.
Why it works. Integration searches come from people who already own the platform and want something that fits it. “SFDC” saves characters and is how admins write it. A pilot limited to one region lowers the risk of saying yes.
8. Event or webinar ad
Keyword: sales planning webinar · URL: quotabase.com/live
FY27 Sales Planning Workshop | Live Session, December 3 | Templates for Every Attendee A 45-minute working session on quota, capacity and territories for next year. Free to attend. Recording and planning templates sent to everyone who registers.
Why it works. The date in headline 2 creates a deadline without fake urgency. “Recording sent to everyone who registers” captures people who cannot attend live. Turn this campaign off the day after the event, or the ad promises something that has already happened.
What do the examples have in common?
| Pattern | Where it shows up | Why it matters |
|---|---|---|
| Headline 1 repeats the search | Examples 3, 5, 7 | The searcher sees a match before reading anything else |
| One qualifier that filters clicks | Team size (3), CRM names (6), platform (7) | You pay for fewer clicks that cannot buy |
| The next step is stated | Demo length, “no form”, trial terms | Removes the main reason not to click |
| Proof is specific | ”Syncs with NetSuite”, “Listed on AppExchange” | Specific claims beat “best-in-class” |
| No competitor name in the copy | Example 2 | Avoids trademark complaints and keeps the ad running |
Two of these patterns cost nothing to apply to an existing account today: add a qualifier headline to every non-brand ad group, and add the next step to every description.
What results should you expect from B2B search ads?
WordStream’s 2026 Google Ads benchmarks, based on 13,474 US search campaigns between April 2025 and March 2026, report these medians across all industries:
| Metric | 2026 median |
|---|---|
| Click-through rate | 6.64% |
| Cost per click | $5.42 |
| Conversion rate | 8.18% |
| Cost per lead | $66.69 |
Business services usually sits below the average on clicks and above it on cost. In the 2025 report, business services had one of the lowest CTRs, at 5.56%, and one of the highest costs per lead, at $103.54. Treat these as a sanity check, not a target: a B2B lead is worth far more than an average lead, and your quality score and landing page move these numbers more than the industry does.
How do you find your competitors’ real Google ads?
Google’s Ads Transparency Center is “a searchable repository of advertisers and the ads they’ve served on Google platforms.” It is public, so you can search any advertiser.
- Go to adstransparency.google.com and search the competitor’s name or website.
- Filter by date and by location, for example the last 30 days in the United States.
- Screenshot the headlines and descriptions into a swipe file, with the date.
- Repeat monthly. An ad that is still running after several months is probably working for them.
It shows the ads, not the keywords, budgets or results. Our guide to viewing competitor ads covers the Transparency Center alongside the Meta, LinkedIn and TikTok libraries, and how to build a swipe file from them.
What mistakes make B2B Google ads waste money?
- One ad for every keyword. A brand searcher and a problem searcher need different ads. Split campaigns by type, as in the examples.
- Sending every click to the homepage. Each example above has its own landing page. The glossary entry on Google Ads for SaaS covers campaign structure.
- Writing 15 headlines that say the same thing. Google’s Ad Strength rewards variety. Mix the keyword, a benefit, a qualifier, proof and the next step.
- Pinning everything. Google says pinning is not recommended for most advertisers and can lower ad strength.
- Leaving dated offers live. Events, trials with end dates and “2025” in a headline age fast. Put an end date on the ad.
How Growigami runs Google Ads
Our paid ads service builds B2B search accounts by campaign type, writes the ads and landing pages together, and reports on pipeline and revenue, not only clicks. If you want a broader view of the platform first, start with our glossary entry on Google Ads.
Frequently asked
What is an example of a Google ad?
A search ad for accounts payable software might show the headline 'Accounts Payable Software | Cut Invoice Processing Time', the URL ledgerline.com/ap and a description such as 'Capture, code and approve invoices automatically. Two-way sync with your ERP.' Google assembles the ad from up to 15 headlines and 4 descriptions you write, showing up to 3 headlines at a time.
How many characters can a Google ad have?
In a responsive search ad, each headline can have up to 30 characters and each description up to 90. The two display path fields allow up to 15 characters each. Sitelink text is limited to 25 characters, and callouts to 25 characters or fewer, according to Google Ads Help.
How do I see my competitors' Google ads?
Use Google's Ads Transparency Center at adstransparency.google.com. Google describes it as a searchable repository of advertisers and the ads they have served on Google platforms. Search by advertiser or website name, then filter by date and location. It shows the ads, not their budgets or results.
Can I use a competitor's name in my Google ads?
You can bid on it as a keyword; Google's trademark policy does not restrict trademarks used as keywords. Using the name in the ad text is different: if the trademark owner files a complaint, Google can restrict ads from a direct competitor that use it. Write competitor ads that work without the name, as in example 2 on this page.
What is a good click-through rate for Google Ads?
WordStream's 2026 benchmarks, based on 13,474 US search campaigns, put the median click-through rate at 6.64%, with a median cost per click of $5.42 and a conversion rate of 8.18%. In its 2025 report, business services had one of the lowest CTRs at 5.56% and one of the highest costs per lead at $103.54.
Should I pin headlines in responsive search ads?
Sparingly. Google says pinning is not recommended for most advertisers and can lower ad strength. If a headline must appear, such as your brand name on a brand campaign, Google suggests pinning 2 or 3 alternative headlines to that position so the system still has options.
