Conditional formatting does work with that, you just have to use formulas instead of values:
Select the entire row that you wish to apply conditional formatting, to, let's say is row 2.
Go to Format | Conditional formatting...
Change "Values Is" to "Formula Is" and put this formula
note the relative reference in B2, that is so each cell in row 2 will look at column B to see if it should change the color or not.
Now click on the pattern button and change the format as you wish.
That's it !