What metrics are important for B2B Google Ads success?

For B2B Google Ads success, crucial metrics include Conversion Rate (especially for qualified leads), Cost Per Lead (CPL), Lead Quality (measured by sales team feedback), Return on Ad Spend (ROAS), and Customer Acquisition Cost (CAC). Other important metrics are Click-Through Rate (CTR) and Quality Score for ad relevance and efficiency, and impressions and clicks for reach. Unlike B2C, B2B prioritizes lead quality and the ultimate conversion into revenue over sheer volume of clicks, necessitating a focus on downstream sales metrics.