Is Bavian a good fit for B2B companies?

Yes, if your buyers search for what you offer on Google and your leads are tracked as conversions in Google Ads. Bavian steers your campaigns on those leads, the same way it steers an online store on sales.

What Bavian needs

• Conversion tracking for real leads, such as form submissions, calls, bookings or quote requests. Page views and downloads don't count as results.
• Enough leads to learn from. With very few, Bavian changes less based on results, and works on what it can see instead, such as searches, clicks and cost.
• Lead values, if you have real ones, for example from your CRM. A fixed value for every lead adds nothing beyond counting them.

Good to know

• When you set up Bavian, choose Content site unless you sell products through a product feed. It only means you don't get Shopping campaigns.
• Leads you import into Google Ads from your CRM count like other conversions. Bavian doesn't connect to your CRM itself.
• With a long sales cycle, Bavian steers on the lead, because a deal that closes months later comes too late to judge a campaign on.
• Describe your buyers under Ideal customer profile on the Context page in Bavian. Bavian uses it for your keywords and ads.
• Bavian manages Google Ads only, so not LinkedIn or Microsoft Ads.