How I Structure B2B Startup Google Ad Campaigns

Every campaign you launch should address your customer's objections.

Ranking Campaigns in Order of Importance

Campaign 1: BOF (Bottom of Funnel)

• The king of all Google Ads is a good ole bottom of funnel campaign.
• This campaign’s purpose is simple: Capture highly educated buyers before they choose a vendor to work with.
• Generally speaking, this kind of campaign needs to be running at all times to capture the 3% of the market that’s raising their hand saying, “please sell to me.”
• This campaign runs at 50-100% of your ad budget.

Campaign 2: MOF (Middle of Funnel)

• Commonly paired with BOF is a retargeting campaign.
• This campaign can come in the form of Display or YouTube ads.
• I don’t mess with PMAX or Gmail campaigns—let’s be honest, when’s the last time you clicked a Gmail promotion?
• This campaign runs at a lower daily spend (20-40% of your monthly ad budget).

Campaign 3: TOF (Top of Funnel)

• Oh, you got cash?
• Maybe you have proven that your BOF Google Ads are driving a 3x ROAS?
• Great. Time to spend some money higher up in the marketing funnel.
• By investing in ad spots earlier on in your ICP’s buying journey, you’ll capitalize on establishing yourself as a thought leader earlier.
• This way, when your market is ready, they are already “warmed up” to your name in the search and are more likely to click your BOF campaign’s ad if they had a good experience in the TOF campaign.
• This campaign usually only runs for startups that have a lot of monthly budget—think $25k+ per month and usually shouldn’t comprise more than 25% of the ad budget.

Think this is cool? Well, there’s soooo much more that can be said about each of these.

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