10 Top Tips for Your B2B Google Ads Campaign

Generating leads is the lifeblood of business-to-business (B2B) marketing. Where B2C marketing is focused wholly on one person – the proverbial consumer – B2B advertising involves attracting entire organisations of people. That’s a difficult challenge!

B2B marketing is about advertising your services or products to other businesses. Given the pressures on businesses, it’s less about individuals’ wants and desires and more value and experience. Such marketing campaigns are also about building personal relationships with clients who could become repeat customers, increasing their value over time.

That’s why B2B lead generation is so important. Get it wrong, and you can find yourself spending money on ads without seeing an uptick in revenue. Learning what generates leads can make all the difference – that’s what we’re covering in this post.

10 Top tips to supercharge your B2B Google Ads campaign

1. Promote your reviews

Trust is at the heart of all B2B marketing. Fellow companies aren’t interested in the glitz and glamour we’ve come to expect of B2C marketing. They’re experts in their industry, and they want to know you’re a business they can rely upon.

That’s where reviews come in.

95% of consumers read reviews before buying, and a negative review can severely impact business. The reverse is also true. Glowing feedback and testimonials can seal the deal, so to speak.

2. Try A/B testing

Not sure which version of your ad to go with? Try A/B testing. By experimenting with formats, colours, and copy, you can ensure your ad is optimised for businesses. Sometimes, small changes the wording in your call-to-action can have a huge impact on your B2B lead generation.

With Google Ads you can experiment with different options (such as ad copy changes, bidding changes, keywords, match types etc) and track the impact. Then it’s as simple as going with the winner.

3. Write case studies

To truly master B2B lead generation, you must help businesses understand what they should expect from your services or products. No marketing method does so better than case studies.

In fact, case studies rank third in the top-used content types in B2B sales. Considered a middle-and bottom-of-the-funnel form of marketing, they’re perfect for convincing businesses already familiar with your brand to take the plunge. Like reviews, they’re a hallmark of quality and help build trust – seeing is believing, after all.

4. Produce real research and data

B2B lead generation isn’t about emotions; it’s about hard facts. Companies like to see data; they want to know how their revenues will increase by purchasing your product or service. Saying you’ve got the “Best Product of 2022” is simple; proving why your product works – including quality, ROI, and customer satisfaction – through data and research is a real challenge.

The benefits, however, can be astounding. No company will refuse a product that’s proven its mettle or a service shown to boost business by X%.

5. Consider keyword intent

Getting into the mind of your fellow business owners is key to B2B lead generation. When they search Google, they’re not thinking like a consumer. That means your keyword strategy needs to change too.

According to Think with Google, the average B2B buyer conducts twelve searches before engaging with a specific brand’s website. Businesses will, therefore, need to consider how their potential customers are thinking. Choose keywords involving price, value, and quality to best target other businesses.

6. Build a list of negative keywords

You’re wasting your ad spend if you’re not using negative keywords. Eliminating expensive keywords, like brand names or highly competitive phrases, can save your business a small fortune. That money can then be better spent on B2B lead generation.

To learn more about how to make the most of negative keywords in the post below.

7. Make your ad copy business-first

As you write your ad, put your fellow businesses at the heart of your message. You want to convey who you are, what you do, and why they should pick you. Avoid flashy language or too many superlatives. Instead, stick to raw facts, discounts, and offers, and emphasise the quality of your product and services.

If in doubt, spy on how your competitors advertise. Seeing what they do and how you can mimic it can help spark ideas. You may also spot ways to improve on what they’re doing. Don’t be afraid to think outside the box. Trying something new can help you stand out from the crowd.

8. Optimise your landing pages

To maximise B2B lead generation, cut out the complexity. If your advert talks about a specific product, link to that product; if you discuss pricing, link to your pricing page.

Businesses want you to cut to the chase. You can grab your prospective buyer’s attention through strong copy, catchy headlines, clear CTAs, and large-font statistics. Consider making your landing page content interactive – 81% of marketers agree that interactive content is more effective at captivating your audience than static content.

9. Create a clear call-to-action

Telling businesses what you want them to do can skyrocket B2B lead generation. “Buy now,” “subscribe today,” and “Request a quote” are all to the point and no-nonsense. Don’t confuse your potential clients with complicated messaging; get to the point.

That said, don’t overdo it. Sticking to a single call-to-action (CTA) will work far more effectively than multiple ones – even if they’re all succinct and clear. Better still, if your CTA is combined with a button or option to perform the desired action.

For example, a “Schedule a Consultation” CTA is always best placed on a button that links to a booking page or contact information.

10. Use remarketing

Like regular consumers, most businesses are discerning about parting with cash. Most visitors to your website won’t ever purchase your product or service. In fact, most won’t ever visit your site again; through a remarketing campaign, that can change.

If a buyer saw a product they liked, use the Google Ads remarketing option to show the advert again or follow up on a client who abandoned a basket. Going after these already interested clients will likely be more lucrative than trying to attract another business.

Learn more about remarketing in the post below: