The Client
PandoraBot builds AI chatbots and AI agents for businesses: bots for sales, customer support, content and bookings that plug into a company's CRM. We built their Google Ads Search campaigns for Greece and the United Arab Emirates, which grew demo requests from 3 in the first month to 90+ a month, with 370+ demo requests and form leads at about £10 each.
Selling AI software through search is a young category. Many business owners know they want "AI" but don't know what product they're looking for, so they search for the outcome: AI for business, AI customer service, automation. The campaigns had to meet them there and turn curiosity into a booked demo.
"3 demo requests in November 2023. 90+ in May 2024."
The Challenge
Google Ads for B2B AI software comes with specific problems:
- Vague searches. "AI for business" brings students, job seekers and people looking for free tools along with buyers.
- Big competitors. Global AI and chatbot platforms bid on the same English-language searches with far larger budgets.
- Two very different markets. Greece and the UAE have different search habits, languages of business and price expectations.
- A long path to revenue. The sale happens on a demo call, so the campaigns had to optimize for booked demos, not clicks or page views.
What We Built
1. A Search Campaign for Greece
Built in November 2023 and targeted across Greece, from Athens and Attica to Thessaloniki, Crete and the islands. It bid on the searches that brought demos: "ai for business", "ai bots for business", "ai solutions for business", "ai business process automation", "ai chatbots for business" and "chatbot software companies". It produced about 240 leads on its own.
2. A Separate Search Campaign for the UAE
Launched in December 2023 with its own keywords and budget for the Emirates: "ai for companies", "ai support chatbot", "ai customer service bot" and "artificial intelligence for business". It brought 120+ leads at about £9 each.
3. Supplemental Campaigns and A/B Tests
We added Supplemental campaigns and a Google campaign experiment against the main Greek campaign, testing ads and bidding head to head in the first months.
4. Demo Tracking
We set up two counted conversions, Book a Demo and Form Lead, and bid with Maximize Conversions toward them, so Google looked for businesses ready for a demo call. Page views and other visits are not counted as leads.
5. Negatives and Assets
More than 130 campaign-level negative keywords against free tools, courses, jobs and DIY searches, plus 23 sitelinks, 20 callouts, 8 image assets, and the business name and logo.
6. Daily Optimization via Ad Campaign Concierge™
During our engagement the campaigns were reviewed daily through our proprietary Ad Campaign Concierge™ system: search terms, negatives, bids and budget pacing.
The Results
The numbers below cover the Search campaigns we built, from November 2023 until they were paused in June 2024.
- 370+ leads: 350+ demo requests and 15+ form leads, about £10 each.
- From 3 a month to 90+: 3 demo requests in November 2023, about 30 a month that winter, and 90+ in May 2024.
- Greece: about 240 leads. UAE: 120+ leads at about £9 each.
- 66K+ impressions and 4,100+ clicks.
Leads Since Launch
Leads by Market
The campaigns kept improving after our engagement ended in January 2024. With months of demo data behind them, Maximize Conversions bidding found more businesses ready for a call, and monthly leads roughly tripled from the first winter to the spring.
Key Takeaways
- Bid on the outcome. Buyers searched for "AI for business" and "AI customer service bot", not product names. Keywords built around the problem brought the demos.
- One campaign per market. Greece and the UAE got their own keywords, budgets and targeting, and both produced leads at about £9 to £10 each.
- Count demos, not visits. With Book a Demo as the goal, the bidding learned to find businesses ready to talk to sales.
- Build for compounding. Campaigns set up on real conversion data kept getting better after launch, from 3 leads in the first month to 90+.
Frequently Asked Questions
How much does a B2B software demo request cost on Google Ads?
PandoraBot's Search campaigns averaged about £10 per demo request or form lead across 370+ leads in Greece and the UAE. The UAE campaign ran slightly cheaper, at about £9 a lead.
What do businesses search for when they want an AI chatbot?
Mostly the problem, not the product. In Greece the top searches were 'ai for business', 'ai bots for business' and 'ai solutions for business'. In the UAE it was 'ai for companies', 'ai support chatbot' and 'ai customer service bot'.
Can a software company run Google Ads in more than one country?
Yes, with a campaign per market. PandoraBot's Greek campaign produced about 240 leads and the UAE campaign 120+, each with its own keywords, budget and targeting.
How long does it take for B2B Search campaigns to ramp up?
PandoraBot's campaigns produced 3 demo requests in their first month, November 2023, then about 30 a month that winter, and 90+ in May 2024 once the bidding had months of conversion data behind it.
About This Campaign
B2B software lead generation on Google Ads, built with our proprietary Ad Campaign Concierge™ optimization system.
Industry: B2B Software (AI Chatbots & AI Agents) Platforms: Google Ads (Search) Location: Greece and the United Arab Emirates Account Duration: October 2023 to January 2024. The engagement has ended.
Leads are counted Google Ads conversions from the Search campaigns we built: Book a Demo and Form Lead submissions, November 2023 to June 2024. Page views and other engagement events are excluded, as are the account's other campaigns. We built the campaigns and managed them from October 2023 to January 2024; results from February to June 2024 reflect the client's continued operation of those campaigns. All amounts are in British pounds (£) and rounded down.