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B2B Marketing: Do Paid Ads Work for B2B?

Marketing through paid media, such as Google Marketing, Facebook Ads, LinkedIn Ads, and Bing Ads, is an effective way to promote a business.

The cost of paid social and pay-per-click advertising can be prohibitive for enterprise B2B companies. Sadly, the buyer journey for these businesses is long, with multiple stakeholders involved at different stages.

Paying for advertising is harder for B2B businesses than for B2C businesses because you need a solid strategy to reap significant returns. The use of paid B2B marketing strategies by enterprise B2B companies is an essential part of this process. Here are some tips for implementing them.

Boost Brand Awareness With Display Advertising

It is necessary for someone to become familiar with you before they can consider your services. Finding a supplier is the first step in any decision-making process – this can be accomplished through Google’s Display Network and company advertisements in industry publications.

The objective of this type of digital marketing campaign is not to generate leads. Although these campaigns do not generate direct results such as lead generation, especially not in the short run if tangible results matter most to other stakeholders in the company (such as shareholders).

The goal of this campaign is to get the name of your company in front of as many people as possible. The ads can be targeted in a variety of ways, and we generally recommend using keywords or affinity audiences.

Conduct Organic Keyword Research

It is important that your website contains information-focused content that addresses the broader search terms that are not targeted by your text ads. Educating them on blog posts or another form of content is the best approach to these searches as they require a more informative approach than an interactive one.

An awareness campaign could also be conducted to target these broader keywords, as mentioned at the beginning of this article. Even so, it is always advisable to approach these keywords from a search engine optimization perspective rather than trying to advertise directly for them.

Google Text Ads for Transactional Keywords

Google text ads are one of the most common forms of paid media campaigns for B2B marketers, but they are also one of the most misunderstood. A transactional keyword is a phrase that implies an intent to purchase. For example, words such as “solutions,” “software,” and “business” may appear at the end of the phrase.

It is important to note that when someone searches for marketing software (marketing), their intention is different from that when they search for how to do marketing on Google (PPC).

The intent of transactional search phrases is higher, which is why text advertisements are targeted at places such as Google. Many companies make the mistake of spending more budget on keywords that attract fewer search results than they should rather than being too broad with their keyword targeting. Nonetheless, as long as you do not spend all your budget on these terms without seeing any results, it will not matter. These AI content generators can also be used to create compelling advertisements.

Focus on the Overall ROI

You should not be concerned with how many impressions your ads receive or how much it costs per click. B2B marketing campaigns should be measured based on overall investment rather than the lead value if you have set them up correctly.

You may spend $6,000 on a lead worth $50,000, or even $12k on a lead worth over a million dollars. Obviously, these are extreme examples, but what matters when looking at your long-term paid B2B situation is how much money you invest versus how valuable your leads are.

It will be necessary for you to make efforts and modify various aspects of your investment in order to increase your overall return on investment. In order to achieve this, you will need to be bold with your B2B marketing strategies and abandon established tactics in favor of newer strategies. There will also be a need for long-term initiatives.

If you have the right plan in place to understand what customers need and communicate effectively, all of these changes should be worth your time. These statistics are designed to assist in tracking the progress made toward improving ROI.

Focus on the Customer

B2B companies must adopt a customer-centric marketing strategy in order to be successful in their marketing efforts. It is not sufficient to provide good customer service in order to be considered a customer-centric company. To drive repeat business, increase loyalty, and improve growth, the company should focus on providing a positive experience before and after the sale.

By giving your customers the attention they deserve and combining this with Customer Relationship Management tools, you have the key to a wealth of information giving you an all-encompassing view of each customer. This information can then be used to provide them with a more personalized experience. The following actions should be taken by a B2B company in order to develop a customer-centric marketing strategy:

  • Engage customers directly
  • Make sure you hire for customer satisfaction
  • Establish a connection between company culture and customer satisfaction
  • The democratization of customer data
  • Empathy for customers should be operationalized
  • Compensation should be based on the customer’s performance

Companies must have a customer-focused culture in order to achieve customer-centric visions.


B2B companies often experience a long buyer journey. If you do B2B marketing, you are likely to recover any lost revenue quickly once you start seeing results from your paid campaigns.

If you are working on a paid search campaign for a B2B marketing campaign, you should consider the following factors. Consider the problems of your customers and then choose keywords that are relevant to those problems. In order to ensure that many people view your ad, engage in remarketing, focus on overall ROI, and adopt a customer-centric marketing strategy, you should consider video marketing.

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