Measure and Protect in Google Ads for B2B Teams

Measure and Protect is a chapter of the free Google Ads for B2B Teams tutorial with 4 lessons: Avoiding Fraud and Wasted Spend, Tracking, Geographic Targeting and Bidding and Budget Decisions. Plan on about 112 minutes. It has 22 exercises you run and check in your browser.

What each lesson covers:

  • Avoiding Fraud and Wasted Spend: Search Partners, Display, apps, invalid clicks and junk leads: how to detect each source of waste and exclude it.
  • Tracking: Stage one is live in a day: the conversion tag, GA4, UTMs and consent. Stage two sends CRM outcomes back as offline conversions.
  • Geographic Targeting and Bidding: Presence vs Presence or interest, exclusions, value per click by region, which geo controls each bid strategy honours, and the geo bid calculator.
  • Budget Decisions: When to scale, hold or stop, with clear signals and thresholds for your budget band.

Before you start, it helps to have finished Build the Campaign, because these lessons build on it.

When you finish, continue with Run and Grow.

Lessons in this section

  1. Avoiding Fraud and Wasted Spend

    Search Partners, Display, apps, invalid clicks and junk leads: how to detect each source of waste and exclude it.

    • Turn off networks that waste B2B budget
    • Spot invalid clicks and junk leads
    • Build exclusion lists and negative keywords
  2. Tracking

    Stage one is live in a day: the conversion tag, GA4, UTMs and consent. Stage two sends CRM outcomes back as offline conversions.

    • Add the Google tag and a conversion to your key forms
    • Handle consent for EU and UK visitors
    • Send CRM outcomes back as offline conversions
  3. Geographic Targeting and Bidding

    Presence vs Presence or interest, exclusions, value per click by region, which geo controls each bid strategy honours, and the geo bid calculator.

    • Set location options to Presence and check where clicks came from
    • Exclude countries in every campaign
    • Bid by region on value per click, not CPC
  4. Budget Decisions

    When to scale, hold or stop, with clear signals and thresholds for your budget band.

    • Wait long enough before judging a campaign
    • Use clear signals to scale, hold or stop
    • Set thresholds that fit your budget band