Optimising Google Ads for Long B2B Sales Cycles
A real-world FinTech case study from the DACH market with Tillhub by Unzer GmbH — showing how sustainable efficiency in Google Ads is built over time, not overnight.
B2B FinTech · Google Ads · Lead generation · 4-year collaboration
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Who this case study is for
This case study is designed for teams running Google Ads in complex B2B environments, where lead quality, long sales cycles, and cost control matter more than short-term spikes.
This is likely relevant if you are:
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A Head of Marketing or Growth in a B2B company
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Managing Google Ads with a longer consideration or sales cycle
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Struggling with volatile CPL or cost per conversion
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What you’ll learn from the case study
The case study walks through how Google Ads was optimised for a B2B FinTech Startup (Tillhub by Unzer GmbH) operating in a competitive DACH market, focusing on structure, measurement, and decision logic.
You’ll learn:
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How Google Ads can be aligned with long B2B sales cycles
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How CRM and offline conversion data informed bidding and budget decisions
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Why sustainable SEA results require time, iteration, and transparency
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The focus is not on tactics or shortcuts, but on building a controllable and resilient acquisition system.
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