How to Get in Front of Your Target Accounts With Google Ads

One of the biggest challenges with Google Ads is two people can search for the exact same thing. This playbook addresses targeting prospects from specific accounts during Google searches for awareness and acquisition purposes.

Is ABM Search Right for You?

• Confirm reasonable CPC prices using Google Ads Keyword Planner or Metadata's Keyword Library
• Verify sufficient search volume for target keywords (ideally >1,000 searches/month)
• Maintain a large contact database (ideally >50,000 matched audience size)

Note: Google can only match emails from Google Accounts (personal Gmail and business G-Suite), so larger contact pools maximize matched audience size.

How It Works

1. Create medium-intent topical keyword lists aligned with content pillars
2. Write brand-focused ad copy connecting researchers to your value proposition
3. Direct prospects to dedicated conversion pages (demo requests, free trials, product tours)

Step 1: Research and Build Your Keyword List

Navigate to Library → Google Assets → Positive Keywords → Add New Keywords

Medium-intent topical keywords provide greater search volume and lower CPC compared to high-intent longtail keywords. Combined keyword-plus-audience targeting significantly reduces reach, making broader terms more viable.

Brainstorm based on active content pillars. Validate with >1,000 searches/month as ideal for scale.

Step 2: Create Target Account List Audience

Navigate to Library → Audiences → Add New Audience → Dynamic Salesforce Contacts

1. Name your audience (example: "Tier 1-3 TAL (Dynamic)")
2. Enable Daily refresh toggle
3. Select New Salesforce Criteria
4. Choose Salesforce fields type (Accounts, Opportunities, Contacts)
5. Lookup desired fields (example: Account > ABM Tier > Tier 1,2,3)
6. Optionally add additional fields and adjust Filter Logic (AND vs OR)
7. Save Criteria, Run, and Save

Critical: Have as many contacts as possible for matching to maximize audience size.

Step 3: Create Paid Search Budget Group

Head over to Campaigns → Budget Groups → Add New Group. Budget allocation structure depends on your goals. Options include a dedicated Paid Search group or a shared Demo Request group.

Step 4: Build Your Landing Page Offer

Navigate to Library → Offers → Add New Offer → Landing Page for Lead Generation

Enter your Landing Page URL (required) and Thank You Page URL (optional). Select 'Retrieve Form Fields' and map fields accurately, ensuring the email field mapping is correct.

Step 5: Write ABM Search Ad Copy

Head over to Library → Ads → Add New Ad → Google Ads

Recommended structure for Responsive Search Ads:

• Minimum 3 headlines and 2 descriptions
• Pin brand name in position 1 for awareness
• Highlight differentiation in position 2
• Use title case capitalization to improve CTR
• One RSA equals approximately 5 expanded text ads

Step 6: Setup and Launch ABM Search Campaigns

Head over to Campaigns → Add New Campaign → Lead Generation

Campaign naming convention: Region | Targeting | Channel | Match Type | Offer (example: NA | TAL + ABM KW | Google Ads | Broad | Demo)

Campaign settings:

• Native Bidding: Maximize Conversions initially
• Daily Budget: $25–$50/day per experiment
• Keyword Match Type: Broad match for maximum visibility
• Schedule: Monday–Friday

Post-launch, actively review Search Terms report and add relevant negative keywords, as broad match triggers various related terms.