What does a B2B Google Ads consultancy do?

A B2B Google Ads consultancy designs, executes and supervises advertising investment in the Google ecosystem (Search, Performance Max, Display, Shopping, YouTube) integrated with the client's P&L. Unlike an operational agency, a consultancy works with management and connects every euro invested with CAC, LTV and payback period, not with CTR or CPC. Elevam applies the proprietary CREF© framework to this work.

Do you charge a percentage on ad spend?

No. We charge a fixed fee per project and per management, not a percentage on what the client spends on Google Ads. It's the most important reason for our model: charging % on ad spend is the structural conflict of interest of the PPC sector — it incentivizes the agency to recommend more investment even if it's not justified. If the right thing for an account is to lower the budget, we say so.

What's the minimum budget to work with Elevam on Google Ads?

We work with companies that have serious ad spend — indicatively from €5,000 of monthly ad investment upwards, not as our fee, but as the client's real ad spend. Below that threshold, the consulting we offer doesn't pay off for either party.

Do you guarantee ROI or results in 30 days?

No. Anyone guaranteeing specific Google Ads ROI in 30 days is lying, manipulating numbers or assuming the client already has a mature account. What we do guarantee is: rigorous diagnosis, plan defendable on the income statement, transparent management, quarterly P&L reading. Results are a consequence, not a promise.

What's the relationship between Google Ads and SEO and GEO?

They are channels that complement each other, not compete. PPC delivers qualified traffic immediately while SEO and GEO mature. SEO and GEO lower acquisition cost in the medium and long term and reduce dependence on rising CPC. A company that only invests in PPC pays an increasing tax to Google. One that only invests in SEO takes too long to convert. The right mix depends on the case. Elevam designs it.

How do ChatGPT and AI Overviews affect Google Ads performance?

Google's AI Overviews and the consolidation of ChatGPT, Perplexity and Gemini in the discovery phase are pushing organic CTRs down and advertising CPCs up in most verticals. The consequence: a PPC strategy that ignores what's happening in LLMs pays overcost without noticing. That's why we work PPC and GEO in a coordinated way, not as silos.

Do you manage Performance Max?

Yes, when the case justifies it. Performance Max is useful in eCommerces with a well-optimized feed and serious conversion tracking. In B2B with a long sales cycle and poorly tracked offline conversion, Performance Max is a black box that eats budget without giving visibility. We don't recommend it by default.

What type of company do you work with?

For B2B companies with long sales cycles and high tickets, and for DTC brands and mid-market retail with revenue between €1M and €20M. We don't work with micro-businesses or with those looking for €600/month campaigns — the consulting model doesn't pay off below a certain threshold.

How long does the CREF© diagnosis take for Google Ads?

Between two and three weeks from access to the data: Google Ads account, GA4, tracking system, CRM if applicable, product feed if applicable, current attribution model and the client's P&L or key unit figures (CAC, LTV, margins).

B2B Google Ads consulting integrated with your P&L

B2B Google Ads consulting

Google Ads and PPC consulting for B2B and mid-market DTC companies. No fee on ad spend. No 30-day ROI promises. We work unit economics, not clicks.

Request your strategic evaluation Want to see how we work first? Discover CREF©

TL;DR

Elevam manages Google Ads and PPC from growth consulting, not from account operation. Every euro invested is evaluated against target CAC, LTV and payback period, not against CPC or CTR. We apply the proprietary CREF© framework, integrate PPC with SEO and GEO, and charge a fixed project fee — not a percentage on ad spend. We work with B2B and DTC companies of €1M-20M with serious ad budgets.

The problem

You've been investing in Google Ads for years. And the income statement isn't moving.

You've been investing in Google Ads for two or three years. The investment has been going up. Google's monthly invoice too. And the results, on the income statement, aren't moving.

You've gone through one agency. It delivered an 18-page monthly report with CPC, CTR, impressions, average position and «positive CPL trend». You've gone through another. It told you the problem was tracking, set up GA4 from scratch, delivered yet another report. The Google invoice went up. Your company's revenue didn't.

And yet, every time you ask what real CAC your company has per channel, what payback period a Google Ads customer has versus an SEO one, what would happen if you cut the budget by 30%, no one answers with numbers, they answer with a dashboard.

The problem isn't Google Ads. Google Ads works. The problem is that your agency charges a percentage of what you spend on advertising and therefore will never recommend spending less.

This is where we come in.

What we do differently

Google Ads managed inside the P&L. No fee on ad spend.

We apply CREF© — Consultoría de Crecimiento Elevam Framework — to your Google Ads and PPC investment. CREF© is not a campaign optimization checklist: it's the system that connects every advertising euro with three variables that actually move business.

Target CAC per channel and campaign, not CPL or CPC

What a customer really costs, not a lead.

Real payback period, not 7-day ROAS

How many months it takes for a customer bought via Google Ads to pay back — and whether that fits your financial model.

Inter-channel allocation

When PPC is more profitable than SEO, when it's the other way around, and at what threshold it pays to move budget between channels.

We don't manage campaigns. We manage investment decisions.

See how CREF© works

Work areas

Work areas in Google Ads and PPC

CREF© diagnosis applied to your account

Comprehensive analysis: campaign structure, tracking quality, quality of data sent to Google (without Enhanced Conversions everything else is worth half), real attribution, negative keywords, audiences, creatives, landing pages. Output: executive document with levers ordered by CAC impact, not by isolated technical finding.

Advertising investment strategy

Before touching the account, we define: total defensible budget against your P&L, inter-channel allocation (PPC, paid social, programmatic), target CAC per channel and per campaign, target payback period. The strategy conditions the account. Not the other way around.

Search, Performance Max and Display

Well-structured Search is what moves business in most B2B cases. Performance Max is useful in specific scenarios — and a dangerous black box when used by default. Display is for brand awareness, almost never for direct response. We decide what kind of campaign fits your real case, not Google's catalog.

Google Shopping and feed management

For eCommerce, Shopping performance depends more on the product feed than on the Shopify, Prestashop or WooCommerce theme. We optimize the feed before optimizing bids.

YouTube Ads

Only when there is a real use case: brand building, launches, remarketing on cold audiences. Not by default.

Remarketing and audiences

Audience structure in cookieless world: first-party data, server-side tracking, customer match, similar audiences managed with judgement. GDPR exists and is honored — and you can still do serious remarketing.

PPC in the LLM era

ChatGPT, Perplexity, Google AI Overviews are changing SERP CTRs and CPCs in most verticals. We work on how your brand behaves both in classic advertising spaces and in the paid spaces of the new generative engines (Perplexity Ads and those to come). Integrated with the HSA Protocol and the Prompts × Models Matrix.

Landing pages, CRO and conversion tracking

A perfectly optimized account with a poor landing burns money all the same. We audit landings, propose changes and, if needed, redo them.

Cases

Real cases with verifiable metrics.

What we've done directing real projects. The cases are in public projects.

Request your strategic evaluation

Why Elevam

Why Elevam and not another Google Ads agency

We're not a Google Ads agency. And this changes four things that matter.

01
We don't charge a percentage on ad spend. We say it first because it's the most important. Charging % on what the client spends on Google is the sector's business model and also its biggest conflict of interest. We charge a fixed project fee. If the right thing for your account is to spend less, we tell you.
02
We talk to general management or to the CFO, not just to operational marketing. What we propose has to be defended in committee.
03
We have proprietary, published and auditable methodology. CREF©, HSA Protocol, Elevam Labs, Prompts × Models Matrix. If you want your trusted consultant to audit us, perfect.
04
We integrate PPC with SEO and GEO. A pure PPC agency recommends more PPC. A pure SEO agency recommends more SEO. We recommend the mix that defends your income statement.

How we work

Four phases, no blind sprints.

2-3 weeks
CREF© diagnosis
We audit the account, tracking, attribution, landings, funnel and competitive context. Deliverable: executive document with the 3-5 levers ordered by CAC impact.
Before the first change
Advertising investment plan
Campaign structure, recommended budget and its justification against the P&L, target CAC per campaign, monthly and quarterly control KPIs. Document on which the investment is approved.
Continuous
Operational account management
Configuration, launch, continuous optimization. Weekly sprints with the team. Monthly review with management.
Every quarter
Quarterly P&L reading (Elevam Labs)
Is CAC on target?, is payback period being met?, what's the trend?, should we move budget to another channel? Learnings applied from Elevam Labs, our internal R&D unit.

Spokesperson

Asier López

CEO and Founding Partner, Elevam

I've seen too many clients paying PPC agencies for the professional management of their investment, when what they were really paying for was a perverse incentive to spend more every year. Elevam exists to do the opposite: every euro we recommend investing in Google Ads has to be defendable in the income statement. If not, we tell you to cut it, even if it means we earn less.

See full profile

Direct contactinfo@elevam.es

FAQ

Frequently asked questions

What does a B2B Google Ads consultancy do?: A B2B Google Ads consultancy designs, executes and supervises advertising investment in the Google ecosystem (Search, Performance Max, Display, Shopping, YouTube) integrated with the client's P&L. Unlike an operational agency, a consultancy works with management and connects every euro invested with CAC, LTV and payback period, not with CTR or CPC. Elevam applies the proprietary CREF© framework to this work.
Do you charge a percentage on ad spend?: No. We charge a fixed fee per project and per management, not a percentage on what the client spends on Google Ads. It's the most important reason for our model: charging % on ad spend is the structural conflict of interest of the PPC sector — it incentivizes the agency to recommend more investment even if it's not justified. If the right thing for an account is to lower the budget, we say so.
What's the minimum budget to work with Elevam on Google Ads?: We work with companies that have serious ad spend — indicatively from €5,000 of monthly ad investment upwards, not as our fee, but as the client's real ad spend. Below that threshold, the consulting we offer doesn't pay off for either party.
Do you guarantee ROI or results in 30 days?: No. Anyone guaranteeing specific Google Ads ROI in 30 days is lying, manipulating numbers or assuming the client already has a mature account. What we do guarantee is: rigorous diagnosis, plan defendable on the income statement, transparent management, quarterly P&L reading. Results are a consequence, not a promise.
What's the relationship between Google Ads and SEO and GEO?: They are channels that complement each other, not compete. PPC delivers qualified traffic immediately while SEO and GEO mature. SEO and GEO lower acquisition cost in the medium and long term and reduce dependence on rising CPC. A company that only invests in PPC pays an increasing tax to Google. One that only invests in SEO takes too long to convert. The right mix depends on the case. Elevam designs it.
How do ChatGPT and AI Overviews affect Google Ads performance?: Google's AI Overviews and the consolidation of ChatGPT, Perplexity and Gemini in the discovery phase are pushing organic CTRs down and advertising CPCs up in most verticals. The consequence: a PPC strategy that ignores what's happening in LLMs pays overcost without noticing. That's why we work PPC and GEO in a coordinated way, not as silos.
Do you manage Performance Max?: Yes, when the case justifies it. Performance Max is useful in eCommerces with a well-optimized feed and serious conversion tracking. In B2B with a long sales cycle and poorly tracked offline conversion, Performance Max is a black box that eats budget without giving visibility. We don't recommend it by default.
What type of company do you work with?: For B2B companies with long sales cycles and high tickets, and for DTC brands and mid-market retail with revenue between €1M and €20M. We don't work with micro-businesses or with those looking for €600/month campaigns — the consulting model doesn't pay off below a certain threshold.
How long does the CREF© diagnosis take for Google Ads?: Between two and three weeks from access to the data: Google Ads account, GA4, tracking system, CRM if applicable, product feed if applicable, current attribution model and the client's P&L or key unit figures (CAC, LTV, margins).