The Google Ads blind spot

Google Ads gives marketers several valuable campaign metrics, including clicks, impressions, and conversions. However, they cannot identify which companies engaged with those ads. For B2B marketing teams, that creates a serious visibility gap.

B2B buying journeys rarely start with a form fill. There is typically a lengthy research stage, with multiple stakeholders visiting a site before anyone converts. That activity often goes unrecorded in campaign reporting.

This gap limits how teams understand performance and intent. Marketers can see traffic patterns, but they cannot connect that traffic to real companies.

The result is a blind spot in B2B paid media.

If marketers could see engagement signals, such as:

• Which companies clicked on a Google ad, then later visited the website

• Which accounts return multiple times during early research

• Which businesses show growing engagement before contacting sales

they could connect ad activity with real buying behavior and make better pipeline decisions.

Connecting company insight with paid media attribution

Leadfeeder and Fibbler have partnered to close this visibility gap. The collaboration connects company identification to paid media activation, helping B2B marketers link ad engagement to real account activity.

Leadfeeder provides the data foundation. It identifies the companies visiting a website and surfaces account-level engagement insights. Marketing and sales teams can see which businesses interact with their marketing, even when they don’t submit a form.

Fibbler manages and optimizes Google Ads campaigns for B2B companies, using company-level signals to refine targeting, improve lead quality, and give marketers clearer attribution for campaign performance. As the activation partner in the ecosystem, Fibbler brings the paid media expertise needed to turn engagement data into better results. 

“B2B marketers often optimise campaigns using incomplete signals,” said Jamie Pagan, Director of Demand at Leadfeeder. “When you can see which companies engage with your ads and return to your site, you gain a far clearer picture of what is actually driving buyer interest.”

Turning anonymous ad clicks into actionable insights

The Leadfeeder/Fibbler collaboration helps B2B teams turn ad engagement into clearer marketing signals. Instead of relying on surface-level campaign metrics, marketers gain deeper visibility into how companies interact with their ads and website. 

The process works in three stages.

Identify company engagement

Leadfeeder identifies website visitors and unlocks account-level engagement insights. Marketing and sales teams can see which businesses interact with their marketing even when no form is submitted.

Connect ad interactions to real accounts

Marketers gain visibility into which companies engage with their website after interacting with Google Ads. This helps teams link paid traffic with real business activity rather than anonymous visits.

Optimize paid campaigns

Fibbler helps B2B teams apply these insights from Google Ads inside their CRM. Marketers can use company-level signals to refine campaign strategy, improve lead quality, and gain clearer attribution across the buyer journey.

“Paid media performs best when marketers understand who is actually engaging with their campaigns,” said Adam Holmgren, Co-Founder & CEO at Fibbler. “When company-level data informs campaign decisions, teams can optimize with far greater confidence and clarity.”

About Leadfeeder

Leadfeeder is a B2B lead generation platform that helps marketers turn website engagement into qualified leads and pipeline. By identifying which companies are visiting a website and connecting that insight with company and contact data, Leadfeeder helps teams find potential buyers earlier, build targeted audiences, and activate campaigns and sales outreach. Trusted by thousands of B2B companies worldwide, the platform integrates with leading CRM and marketing tools to turn website activity into measurable revenue impact.

About Fibbler

Fibbler helps B2B companies connect Google Ads performance with CRM data to improve attribution and campaign decision-making. By linking campaign activity to real business outcomes, Fibbler enables marketing teams to understand which accounts engage, how they progress, and what drives results.