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Strategy Playbook

B2B PPC Strategy Playbook

Campaign Architecture, Keyword Intent Matrices & Bidding Frameworks for Long-Cycle B2B

14 pages Free download Paid Media
Strategy Playbook
B2B PPC Strategy Playbook
Campaign Architecture, Keyword Intent Matrices & Bidding Frameworks for Long-Cyc...
harmoniclondon.com · 14 pages
What's inside
  • B2B PPC campaign structure template — account, campaign, ad group hierarchy
  • Keyword intent matrix: decision, evaluation, research and informational tiers
  • Match type strategy for B2B: when to use phrase, exact, and negative
  • Bidding framework: manual vs smart bidding for low-volume B2B accounts
  • Quality Score improvement checklist — ad copy, landing page, and structure
  • RLSA and Customer Match playbook for long B2B sales cycles
  • Account-based PPC: targeting named companies in Google Ads
31%
Key finding: average ROAS improvement when offline SQL data feeds back to smart bidding

This resource is produced by Harmonic London from active B2B programme data and client work across the UK. It is designed for B2B marketing directors, demand generation managers, and revenue operations leads who want implementation-ready frameworks rather than generic advice.

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Harmonic programmes in numbers
47
Active B2B programmes
£1.8M+
Marketing-influenced pipeline generated
31%
Average MQL-to-SQL improvement
UK-only
B2B focus, British English, UK data