Google Ads in Germany: a B2B diagnostic checklist
B2B marketing consultant | EN/IT/DE
Review search intent, German landing pages, conversion definitions, and sales feedback before increasing your Google Ads budget. The aim is a small, inspectable plan that your team can improve as evidence arrives.
Check what the searcher wanted
Start with search terms and the destination page. Distinguish research queries, job searches, support requests, and buying intent. A translated keyword can describe a different need from the one you expected. Review terms with someone who understands both German and the product category before adding exclusions or expanding targeting.
Match the promise to the page
The landing page should continue the specific promise made in the ad. Explain who the product is for, how it helps, and what the visitor can do next. Check the page on a phone and complete the enquiry flow. Look for confusing terminology, slow assets, broken forms, or a response process that cannot support the campaign language.
Inspect what counts as a conversion
List the actions included in campaign reporting. Separate a page visit, a downloaded document, an enquiry, and a qualified opportunity. Test that the intended action is recorded once. Confirm that your implementation respects the visitor’s choices. A reporting change can create an apparent performance jump without any improvement in sales.
Use sales feedback to choose the next test
Review accepted and rejected enquiries with sales. Record the reasons and compare them with the original audience definition. If budget is producing the wrong people, change targeting or messaging. If good enquiries stall, investigate the offer and follow-up. Change one meaningful part of the journey at a time where possible, and write down the expected result.
Turn the guide into a working document
Write down the audience, the decision you are testing, the evidence you have, and the person responsible for the next action. Add a review date appropriate to the sales cycle. Treat any budget or timeline as a planning assumption until your own results support it.
For a practical companion, use the Italy market-entry checklist or the campaign-to-pipeline reporting framework. You can also read about my work or get in touch.