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B2B And SaaS In The EU, In Numbers
Software, IT services, consulting: three B2B markets. Their official figures from Eurostat, then the calendar of their Google searches.
Software Publishers
NACE code 58.29
Other software publishing
27,877companies in the EU
Eurostat publishes no final figure for this country.
8.7 people per company on average
Most searched month: August
IT Consultancy
NACE code 62.02
Computer consultancy activities
359,552companies in the EU
Eurostat publishes no final figure for this country.
4.7 people per company on average
€331.0 billion in turnover
Most searched month: September
Business Consulting
NACE code 70.22
Business and other management consultancy activities
1,093,196companies in the EU
Eurostat publishes no final figure for this country.
1.8 people per company on average
€313.9 billion in turnover
Most searched month: September
Source: Eurostat, enterprises by NACE activity (dataset sbs_ovw_act), EU-27, NACE codes 58.29, 62.02 and 70.22, 2024 data updated on 30 September 2026.See the raw data. People per company: calculated from the number of people employed and the number of companies published by Eurostat.
Source: US Census Bureau, Economic Census 2022 (dataset ecnbasic), United States, establishments with paid employees, NAICS codes 513210, 541512 and 54161, 2022 data updated on 24 October 2023. An establishment is a single site: a company with 3 sites counts 3 times. See the table. Employees per establishment: calculated from the number of employees and of establishments published by the US Census Bureau. Each card uses the North American classification code or codes whose official title matches its NACE code; where there is no exact match, the card says so.
Source: Statistics Canada, Canadian Business Counts, with and without employees, June 2026, Canada, NAICS codes 513211, 541611, 541612 and 541619, released on 14 August 2026. Statistics Canada counts locations: a company with 10 stores and a head office counts 11 times. Without employees, only locations that are incorporated or earn more than C$30,000 in business revenue are counted. See the tables with employees and without employees. Each card uses the North American classification code or codes whose official title matches its NACE code; where there is no exact match, the card says so.
Source: INEGI, National Statistical Directory of Economic Units (DENUE) 05/2026, Mexico, active establishments except agriculture, SCIAN codes 513210 and 54161 (SCIAN Mexico 2023), released on 20 May 2026. DENUE counts establishments with premises, homes included: a trade carried out at the customer's site with no premises of its own (painter, plumber) or by street vendors is left out, as are rural localities under 2,500 inhabitants. People employed include the owner. See the methodology. Each card uses the North American classification code or codes whose official title matches its NACE code; where there is no exact match, the card says so.
Source: Nomis, UK Business Counts (extract from the Inter-Departmental Business Register), United Kingdom, enterprises and local units live in March 2026, SIC 2007 codes 5829, 6202 and 7022 (UK classification, identical to NACE down to 4 digits), data updated on 24 September 2026, retrieved on 16 October 2026. The register only counts businesses registered for VAT or PAYE. A local unit is a site: a company with 3 sites counts 3 local units. See the tables enterprises and local units. Data source: Office for National Statistics, licensed under the Open Government Licence v3.0.
Source: SingStat, Annual services and manufacturing statistics, Singapore, establishments 2024, SSIC code 7020 (Singapore Standard Industrial Classification 2025), data updated on 4 March 2026, retrieved on 16 October 2026. An establishment is a site: a company with 3 sites counts 3 times. Own-account workers (hawkers, stall holders, freelancers, taxi drivers) are not counted. See the table. Each card uses the Singapore classification line or lines whose official title fits entirely within its NACE code; where there is no exact match, the card says so. Contains information from “Key Indicators By Detailed Industry In All Services Industries, Annual” accessed on 16 October 2026 from the Singapore Department of Statistics, which is made available under the terms of the Singapore Open Data Licence version 1.0.
The Google Search Calendar
Index 100 = the most searched month of each line. Searches in the United Kingdom, in English, from September 2025 to August 2026.
Software Publishers
IT Consultancy
Business Consulting
100500
IT ConsultancyBusiness ConsultingSoftware Publishers
SepOctNovDecJanFebMarAprMayJunJulAug
Most searched month: software publishers in August, IT consultancy in September, business consulting in September. IT Consultancy: September brings 6.6 times the searches of August.
Source: Google Ads Keyword Planner, monthly search volumes in the United Kingdom, in English, from September 2025 to August 2026, retrieved on 1 October 2026 from Théo Maupilé's Google Ads account. Searches measured: “business software”, “crm software”, “erp software”, “it support”, “managed it services”, “it consultancy”, “management consultancy”, “business consultant” and “strategy consulting”. Method: each line adds up its searches, then takes the value 100 in its highest month. Google rounds the volumes it returns: the line shows the rhythm of demand, not an exact volume.
See the chart data
Month
Software Publishers
IT Consultancy
Business Consulting
September 2025
96
100
100
October 2025
58
44
74
November 2025
43
35
59
December 2025
35
41
55
January 2026
61
44
80
February 2026
63
38
67
March 2026
65
38
63
April 2026
61
22
52
May 2026
52
27
47
June 2026
42
21
43
July 2026
70
26
43
August 2026
100
15
38
The Price Of A Click At The Top Of Google
What advertisers paid to appear at the top of the results, for the most searched query of each line, in the United Kingdom.
Software Publishers “crm software”€5.21 to €25.57
IT Consultancy “it support”€7.80 to €41.84
Business Consulting “business consultant”€2.73 to €11.81
Source: Google Ads Keyword Planner, top of page bid, low range and high range, in euros, in the United Kingdom, retrieved on 1 October 2026 from Théo Maupilé's Google Ads account. According to Google, the range runs from the 20th to the 80th bid out of 100: about 6 bids in 10 fall between the two amounts. It is an observed range, not a price list: the price of each click is set in an auction.
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B2B & SaaS · United Kingdom
Where Is Your Audience?
Your audience moves from one app to the next within the same day: they search on Google, watch YouTube, browse Discover and Gmail, scroll Instagram and Facebook, ask ChatGPT for advice. Tap an app to see where your ad meets them, and what the ad platforms measure in your industry.
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Searchinggoogle.com · Google app
GGoogle
They type their need in their own words. This is when intent is at its clearest: your ad answers a question they have just asked.
8,100searches a month for “crm software”, in the UK
Searches a month in your industry, in the UK
“crm software”8,100
“it support”9,900
“erp software”1,600
Source: Google Keyword Planner, searches in the United Kingdom, in English, monthly average from September 2025 to August 2026, estimated and rounded by Google, pulled on 1 October 2026.
In Your Industry
For finance, real estate and professional services, Google puts the Search Network first: it reaches people actively searching for your services, which suits offers this specific.
They watch a video they chose. Your ad plays before or during that video, or shows up in their suggestions: your brand gets known before the need is put into words.
6 sthe bumper format: a short message your audience sees in full
They browse the feed of articles and videos the Google app suggests. Your ad slips in as one card among the others: they discover your offer before they even look for it.
3 feedsa single Demand Gen campaign places your ad in Discover, in Gmail and in YouTube’s feeds
They read an article or use an app. Your banner shows next to the content: your brand stays top of mind, and people who already visited your site see you again.
Millionsof websites and apps where a Display campaign can show your ad, on top of YouTube
They catch up with friends, groups and their local area. Your ad slots into that feed, or into Marketplace when they look for something nearby.
16.2 to 19.0 millionpeople aged 18 and over in the UK on Facebook that Meta links to the interests “Entrepreneurship (business and finance)” or “Small and medium enterprises (business and finance)”out of 35.2 to 41.5 million reachable in the UK on Facebook
The same targeting, platform by platform
Instagram10.1 to 11.9 million
Facebook16.2 to 19.0 million
Source: Meta, audience size estimate from the Marketing API, one platform at a time (reach optimisation), aged 18 and over, United Kingdom, pulled on 16 October 2026. A Meta estimate, best read as an order of magnitude.
In Your Industry
For every 10 people on Instagram, Meta counts 16 on Facebook for this targeting, against 11 across the whole UK audience. The people Meta links to your industry lean more towards Facebook than the country as a whole.
Source: calculated from the two Meta estimates above, using the middle of each range, pulled on 16 October 2026.
They scroll their feed, stories and reels to unwind. The image takes the first step: your offer gets discovered here, and people who already visited your site find you again.
10.1 to 11.9 millionpeople aged 18 and over in the UK on Instagram that Meta links to the interests “Entrepreneurship (business and finance)” or “Small and medium enterprises (business and finance)”out of 31.1 to 36.6 million reachable in the UK on Instagram
The same targeting, platform by platform
Instagram10.1 to 11.9 million
Facebook16.2 to 19.0 million
Source: Meta, audience size estimate from the Marketing API, one platform at a time (reach optimisation), aged 18 and over, United Kingdom, pulled on 16 October 2026. A Meta estimate, best read as an order of magnitude.
They ask their question and read a full answer. The ad appears below that answer when the topic of the conversation matches what you offer: the need is already detailed, constraints included.
31European countries in the expansion announced by OpenAI, France and Spain included
I'm Theo, a freelance Paid Media specialist. I work with SaaS companies (restaurant tech, IoT, fleet management), tech studios and business services firms. The common thread: plug advertising into commercial reality, the lead that turns into an opportunity, not the click that flatters the reporting. I work directly, with no middleman.
The 3 challenges of B2B Paid Media
Low volume, high stakes
B2B searches are rare and precise. Every off-target term costs you, every relevant one counts: search term reviews are weekly, so are the exclusions.
The long cycle breaks measurement
Weeks between the click and the signature: without measured intermediate steps and without feedback from the CRM, campaigns optimize blind.
Qualify before you scale
Define with your sales team what a qualified lead actually is, then only increase budgets on that signal. Volume without qualification fills the CRM, not the pipeline.
The method, applied to your business
1
Audit + defining the qualified lead
Structure, search terms, forms, and above all: what a good lead looks like for you.
2
Structure by intent
Problem, solution, competitors, brand: one campaign per stage of prospect maturity.
3
CRM tracking & offline conversions
CRM statuses feed back into Google Ads: campaigns learn from real opportunities.
4
Iterating on cost per opportunity
Regular optimizations on the lead that moves forward, clear reporting, zero jargon.
They sell to businesses, I ran their campaigns
★★★★★
J'ai fait appel aux services de Théo afin de configurer et de déployer des campagnes Ads et ce qui m'a tout de suite plu dans cette collaboration est sa capacité à comprendre nos enjeux. Théo a rapidement compris nos besoins pour les retranscrire dans un plan d'action. Son audit a été précis.
RRenan Keraudran
★★★★★
Excellente collaboration avec Théo pour la création de notre compte Google Ads et l'élaboration de notre stratégie marketing. Je recommande à 100 % !
RRalph
★★★★★
Respects des deadlines, expertise métier et une attitude centrée client : je recommande Théo sans hésitation.
FFabien
★★★★★
Super expérience avec Theo dans le cadre de l'audit Google Ads. Travail sérieux, structuré et pertinent à nos enjeux business. Je recommande sans hésiter.
DDounia
★★★★★
J'ai fait appel aux services de Théo afin de configurer et de déployer des campagnes Ads et ce qui m'a tout de suite plu dans cette collaboration est sa capacité à comprendre nos enjeux. Théo a rapidement compris nos besoins pour les retranscrire dans un plan d'action. Son audit a été précis.
RRenan Keraudran
★★★★★
Excellente collaboration avec Théo pour la création de notre compte Google Ads et l'élaboration de notre stratégie marketing. Je recommande à 100 % !
RRalph
★★★★★
Respects des deadlines, expertise métier et une attitude centrée client : je recommande Théo sans hésitation.
FFabien
★★★★★
Super expérience avec Theo dans le cadre de l'audit Google Ads. Travail sérieux, structuré et pertinent à nos enjeux business. Je recommande sans hésiter.
Our search volumes are very low, is Google Ads even worth it?
Often yes, if a client is worth a lot: a few dozen qualified searches a month are enough when a contract runs into thousands of euros. Precision replaces volume, and Meta or LinkedIn fill the gaps depending on your target.
How do you measure with a sales cycle of several months?
With intermediate steps (demo request, meeting, opportunity) and offline conversion imports from the CRM. Campaigns optimize on what actually moves forward, even if the signature comes months later.
Can you connect to our CRM?
Yes, HubSpot and similar tools: feeding lead statuses back into Google Ads via offline conversions. It's often the lever that changes B2B performance the most.
Google Ads or Meta Ads in B2B?
Google to capture intent (the prospect is actively looking for a solution), Meta and LinkedIn to reach the right roles before they start searching. The trade-off comes down to cost per qualified lead.
What Happens After You Click
1
7 Questions
A short form: your website, your budget, your goal. Two minutes is all it takes.
2
A 20-Min Call
You walk me through what has already been done, your goals and your challenges. Then we look at how we can work together.
3
Your Access And My Onboarding
You give me access to your accounts, and I send you my onboarding document to go into the detail of your business, your market and your positioning.
4
Building Your Strategy
We start building your strategy from everything you have shared with me.
5
Our Day-To-Day Communication
I adapt to your team's tools: Slack, Microsoft Teams, Gmail or Google Chat for the roadmap and project follow-up. WhatsApp is kept for urgent requests.
Slack
Microsoft Teams
Gmail
Google Chat
WhatsApp
Want to talk about your pipeline?
We look at your cost per qualified lead and what your CRM really says about it. You leave with concrete levers, even if we don't end up working together.
