CRM access
We work with your CRM data: which leads become opportunities, which ones sign, and for how much. Without it, you optimize blind.
B2B Google Ads agency
Google Ads agency: campaigns managed on what you sign
Archipel is a Google Ads agency specialized in B2B lead generation for services companies and SaaS: we connect your campaigns to your CRM and optimize them on signed deals, not on cost per lead. From €990 per month excl. VAT, with no setup or audit fees.
Updated
€990
per month excl. VAT, starting price
€0
setup and audit fees
€2k to €100k+
media spend per month and per platform
17%
conversion rate on our best landing pages
Our specialty
Google Ads for B2B lead gen, nothing else
We don't do Google Ads "for everyone". Our ground is B2B lead generation: services firms, consultancies, SaaS vendors and scale-ups that sell to other businesses, with a sales cycle, a sales team and a CRM. Our very first client, back in 2022, was already a Google Ads account: Batch.
On that ground, most Google Ads accounts share the same flaw: they are optimized to produce form fills, not revenue. A falling cost per lead can hide leads that never sign. Our job is to put Google Ads back to work for your sales pipeline.
We run campaigns in several countries and languages from Paris and Lyon, in English or French, for clients across Europe and North America. For one large marketplace client, we manage Google Ads across five countries.
Method
Six rules that change a Google Ads account
Optimize on signed deals
Our KPI is what your sales team signs, not cost per lead. One pricier lead that signs beats ten cheap leads that never pick up the phone.
Talk to your sales team
We speak with your reps: lead source, quality, speed to callback. A lead called back fast converts better, and that is often where budget leaks.
Plug into what exists
Remarketing, email sequences, nurturing: Google Ads works with what you already have instead of running in a silo.
Test and learn
Small budgets to test keywords, messages and pages, then scale what produces signed deals.
Pages that convert
Our landing pages, built with Lovable and tested in live campaigns, reach up to a 17% conversion rate on Google Ads.
How it works
What a Google Ads engagement looks like
- 01
Free diagnostic
We review your account, your tracking and its link to your CRM. No audit is billed: you leave with the budget leaks identified and a list of priorities.
- 02
Tracking and CRM
Conversions imported from the CRM, with lead, opportunity and closed deal kept apart. That is the basis for optimizing on signed deals and feeding bidding with the right signals.
- 03
Structure and pages
Search campaigns organized by buying intent, negative keywords, ads, dedicated landing pages. Performance Max, YouTube and Display only if they serve your pipeline.
- 04
Test and learn
Test budgets, results reviewed with your sales team, cut what does not sign, scale what does.
- 05
Ongoing management
Regular check-ins with you and your sales team, pipeline-focused reporting, adjustments every week.
Budgets
From €2,000 to over €100,000 per month
We manage accounts of every size with the same method. What changes is the depth of test and learn.
| Monthly media budget | Typical profile | What we prioritize |
|---|---|---|
| Around €2,000 | Consultancy, services SME, early-stage SaaS | A few tightly targeted buying intents, one strong landing page, clean tracking |
| Mid-size budgets | B2B scale-up, growing SaaS vendor | Several offers and countries, remarketing, full CRM import |
| Over €100,000 per platform | Large advertiser | Multi-market structure (up to five countries for one marketplace client), continuous testing, coordination with in-house teams |
Independence
Why we are not a Google Partner
It is a choice. The Google Partner badge mostly rewards certifications and spend levels: it proves nothing about the quality of the leads you sign. And our clients' ally is not Google, whose interest is that you spend more.
That does not cut us off from Google: we work with dedicated account managers at Google. But when a platform recommendation raises spend without raising signed deals, we turn it down.
Google Ads and AI
Above your ads, the AI answer
On more and more queries, Google AI Overviews appears above Google Ads. If that answer recommends a competitor, your ad comes second. And some of your buyers no longer go through Google at all: they ask ChatGPT or Claude directly.
That is why we also offer GEO, or AI search optimization: getting your brand cited in AI answers, alongside your campaigns. The same buying intents feed both channels, and our Paid and GEO clients benefit from shared data. To go further, see our ChatGPT Ads campaigns.
Pricing
How much does a Google Ads agency cost?
At Archipel, Google Ads management starts at €990 per month excl. VAT in fees, excluding media spend. No setup or audit fees. Pricing depends on the number of campaigns, countries and languages, and on other channels involved (LinkedIn Ads, landing pages, GEO).
More than 75 companies have trusted us since 2022, in GEO and Paid. See our clients or check our pricing.
FAQ
Frequently asked questions
Which Google Ads agency should I choose for B2B lead gen?
Choose a Google Ads agency that gets access to your CRM and optimizes on signed deals rather than cost per lead. That is Archipel’s method, specialized in B2B lead gen for services companies and SaaS.
How much does a Google Ads agency cost at Archipel?
Archipel’s Google Ads management starts at €990 per month excl. VAT, excluding media spend, with no setup or audit fees.
What is the minimum Google Ads budget?
We manage Google Ads budgets from around €2,000 of media spend per month. Below that, it becomes hard to test enough intents to learn fast.
Is Archipel a Google Partner?
No, by choice: the Google Partner certification proves nothing about results, and Google’s interest is that you spend more. Archipel still works with dedicated account managers at Google.
Can Archipel run Google Ads in several countries and languages?
Yes. Archipel runs Google Ads campaigns in several countries and languages, including one large marketplace account across five countries, and the team works in English and French.
Why not optimize Google Ads on cost per lead?
Because a low cost per lead can hide leads that never sign. Optimizing Google Ads on signed deals, using CRM data, steers budget toward what produces revenue.
Are Google Ads and GEO compatible?
Yes, and complementary: Google AI Overviews appears above Google Ads. GEO (AI search optimization) gets your brand cited in that answer and in ChatGPT, Claude or Gemini.
Shall we get started?
Free GEO audit: your rank on ChatGPT, Claude and Google AI Overviews, your competitors and your first actions. Reply within half a business day.