b2b google ads case study

• B2B Google Ads

10 B2B Google Ads Strategies Tested On 300+ Clients

Once again, here we are. 

Ads are created, money is being spent, impressions are aplenty.

But no one is buying. 

It is a terrible feeling. You're probably asking yourself, what did I do wrong?

Honestly, probably a lot. 

B2B ads are WILDLY different than B2C ads.

Most people think they are the hardest kind of advertising to do, but we couldn't disagree more. 

With the right tools and strategies, B2B ads are a walk in the park.

Finding this article couldn’t have been better for you because we have 10 strategies to get you high-quality B2B leads that no one else has.

Ready to make some money?

What is a B2B ad?

How do i target b2b on google ads.

• Do B2B Google Ads work?

10 strategies for successful B2B Google Ads

B2b google ads wrap up, get brand new google ad strategies straight to your inbox every week. 23,739 people already are.

A business-to-business (B2B) advertisement is an ad from one business to sell its product or service to another business. This differs from business-to-consumer (B2C) which is an advertisement from one company to sell its product or service to a consumer for individual use or consumption.

B2B advertising vs B2C advertising

Although it may seem similar, advertising for B2B is much different than advertising for B2C. Everything from the strategy, to the copy, to the keywords is different.

B2C sales can happen in minutes.

The average sales cycle for B2B companies is 102 days.

When you sell as a B2C, you sell to one person.

When you sell as a B2B, you often talk to multiple decision-makers throughout the process, sometimes even an entire department.

These two differences alone require a different approach. Then you consider the commitment.

B2B purchases can often be pricey, year-long contracts. There’s more purchase pressure. It’s not as spontaneous as some B2C purchases.

Knowing and acknowledging these differences between B2B and B2C advertising is the start of understanding the strategy of B2B Google Ads (opens in a new tab).

Targeting a B2B audience on Google Ads (opens in a new tab) is easy once you understand how long it will take, where to go, how to talk to them, and what makes them act.

Like with all B2B advertising, you’ve got to be in it for the long haul when it comes to B2B Google Ads too. The mindset needs to be that you’re building a relationship with your audience. Relationships get better over time, and so will your results.

Ultimately you’re there to help make them the hero. A hero to their department, their boss, or even the whole company. Unlike B2C advertising where marketers can aim to entertain or stir up emotions, B2B audiences prefer value over anything. 

The B2B audience is always looking for information, whether it be thought leadership or informational answers. Ads that can provide all the answers in addition to prove ROI are the ones that are winning audiences.

To put it simply, a B2B audience is high maintenance—and they’re worth it.

Later, we’ll get into the specifics of exactly how to target a B2B audience on Google ads using strategies such as target audiences, negative keywords, and retargeting .

Do B2B Google Ads work ?

B2B Google Ads can seriously rack in the ROI, from brand awareness, to lead generation, to securing sales.

Let’s consider the facts:

• 93% of B2B buying processes start with an online search
• Before interacting with a website, the average B2B buyer conducts 12 different online searches

There’s no question that search is a vital part of B2B marketing. And there’s only two ways to show up in search the search engine:

• Organically, using SEO or
• Paid, using PPC campaigns

SEO (opens in a new tab) can work wonders, but it takes a lot of time, money, and effort to produce enough of the right content and show up where you need to be.

So let’s consider another fact:

Traffic brought through PPC (pay-per-click) advertising yields 50% more conversions than organic advertising.

With the right digital marketing strategies and knowledge, PPC campaigns can bring your business to a new level of lead generation and sales. Google Ads allows your business to get in front of your target audience at all stages of the funnel with targeted messaging that says exactly what they need to hear, when they need to hear it, where 89% of B2B researchers are already searching for answers.

Feeling hesitant?

We helped Finning, a world-wide Caterpillar equipment dealer, increase their conversions by 86% while reducing their CPA by 24%. Want to know how we did it? Google Ads. Shout out to Smart Bidding (opens in a new tab).

Then there’s Juniper Networks, a company that provides high-performance networking and cybersecurity solutions. We were able to help Juniper Networks lower their cost per lead by 86% while increasing conversion rates by 326% . Yeah, you read those numbers right. Want to know how we did it? Google Ads. Shoutout to negative keyword audiences, they’re the real MVP.

With Wunderkind (formerly BounceX), a SaaS technology built for performance marketers, we saw a 48% decrease in cost per demo and brought the conversion rate up by 203% . I’ll give you one guess on how we did it.

There’s way more where those came from, too. We have over 200 case studies (opens in a new tab) with positive B2B lead generation like those three examples to help prove the point. 

With the right set up and components, Google Ads really work. So let’s take a look at what those strategies are.

1. Embrace the sales cycle

Remember earlier how we talked about the B2B sales cycle being an average of 102 days. Don’t sweat it. Celebrate it. Embrace it.

The best B2B sales don’t happen overnight. Some sales can take over 12 months . Using that time to build a trusting relationship with your customers through PPC benefits you two-fold. Not only will you make the lives of your sales team easier by setting them up for a shorter sale time but it’ll also enable the client team to lock in the customer long-term because of the strong foundation your content establishes. 

You know what that means? High ROI  😎 I’m talking conversion rates that can increase by 72% . 

To embrace the sales cycle, tailor your Google Ads content, offer, and copy to fit the mindset of a decision-maker at the stage they’re in. 

From a high level, you can think about the sales cycling in three stages:

Top-of-Funnel

These people (opens in a new tab) are problem-focused . They don’t know or care who you are, they’re just trying to figure out their issues. 

• Keywords you’ll want to include: “broken”, “fix”, “troubleshoot”, “replace”

Ok, they realize they have a problem or understand it. More importantly, they recognize that their problem needs a solution .  

• Keywords you’ll want to include: “software”, “tool”, “optimize”, “vendor”, “supplier”

Bottom-of-Funnel

This is the high-quality audience (opens in a new tab) we all strive to get facetime with. They acknowledged their problem, they researched solutions, and they’re ready to purchase one.

• Keywords you’ll want to include: “demo”, “quote”, “proposal”, “pricing”, “trial”

Targeting by stage is the peanut butter, but content is the jelly that completes utilizing the sales cycle. Get yourself a full PB&J.

Trying to throw a “Buy My Product” CTA in the face of a cold (opens in a new tab) prospect will majorly backfire.

You come across money-hungry and pushy. Visitors won’t give you the time of day. 

So what do you offer? What should your content be? They need value. An explanation to their problem, a description of how to fix it, background on why it happened, or legitimate research about it in a white paper or report.

Now that you understand the importance of separating your ads by what's happening in the sales cycle, we can talk about organization.

2. Stay organized

It’s helpful to understand the structure of Google Ads.

You should make one account per website. Within your account, there will be ad campaigns. Campaigns can be taken literally. One campaign per product or launch or service. Within each campaign, you should have many ad groups that are organized by purpose. Keywords and Ads go with an Ad Group.

And if you’re doing Google Ads like us, you may have a lot of Ad Groups to employ the SKAGs (opens in a new tab) technique, but more on that later.

Many B2B Google Ad pros choose to organize groups by funnel stage.

For example, a mid-funnel group might be for owning your branded terms to catch visitors doing research on your business or a bottom-of-funnel group might be dedicated to beating the competition. The organization within your Google Ads will become very important as you’re able to personalize targeting more and especially once you’re able to run a/b tests (opens in a new tab) or start optimizing.

Keep in mind that each group requires its own budget, audience, landing page and bid amount.

3. Extensive keyword research to understand the business and industry

The single most valuable thing you can do for successful B2B Google Ads is to research the business and industry (if you don’t know it in depth yet). You need a deep understanding of the product or service. 

For successful ads, keywords need to be as specific as possible . You need to know exactly what search terms your target audience is typing into Google search. 

For example, let’s look at PPC. Sure the keyword “pay-per-click” will capture some searchers, but most people jump straight to searching for “PPC.” You need to know all the acronyms and jargon used in search terms to catch the most qualified searchers. 

In general, keywords can be grouped into four main categories:

• Generic : words directly about your service or product
• Branded : words containing your brand name
• Competitor : words surrounding your competition
• Related : words surrounding your industry, service, or product

As you’re researching and coming up with keywords, be sure to cover all four categories. 

Generic and Related categories will capture your audience at the top and middle of the funnel. Branded and Competitor keywords tend to capture those closer to the bottom of the funnel. 

Pro Tip: set up a brainstorm with your sales team. Since they are talking with all the prospects, they should have a good idea of the specific pain points your target audience is having and what they may be looking for.

Google Keywords Planner

Google Ads has a tool built into the platform to help you find the best keywords called Google Keyword Planner. Added bonus—it’s free. 

Google Keyword Planner will help you discover new keywords, get search volume and forecasts, and even show breakdowns by location or device. 

Once you start selecting keywords, Google Keyword Planner will display the average monthly searches, indicate the competition level, and give you an idea of how much you’d have to bid to get to the top of page one. 

Learn how to set it up and take advantage of all the different features with our Google Keyword Planner Guide (opens in a new tab). Once you’ve mastered it we have 5 other keyword mining tools (opens in a new tab) that will help you find PPC gold. 

4.  Targeted audiences

Not all audiences have to be a shot in the dark, especially when it comes to B2B. Take a look at some of your organic visitors to figure out which businesses are already scoping you out using the Internet Protocol (IP) address. An IP address is a numerical label assigned to each device connected to a computer network that uses the internet. Think of it like your home address. It’s where you send mail to and from—it's a unique identifier of your location.

Every IP address is registered to an individual or company. Most mid-large size companies have their own IP address which is good news for you. Unfortunately, Google Analytics has blocked the ability to view IP addresses.

Fortunately, there are a ton of tools that can help identify who’s viewing your website.

Tools such as LeadFeeder , VisitorTrack , Leadinfo , and Visitor Queue are great options to get that insight.

There’s also options such as Clearbit , ZoomInfo , and Lusha that can not only help identify the company of visitors, but also enrich the data even further with information such as emails or phone numbers.

Once you know which businesses have visited your website, you can add the User Domain of the IP addresses as a custom audience within your Google Ads. For example, if you target amazon.com, you can target Amazon employees who access the internet with an IP address from that domain.

Pro Tip: Using this technique will also allow you to exclude IP addresses . Try excluding IP addresses coming from your competitors so you’re not wasting any money on them.

5. Negative keywords

Not utilizing a negative keyword list is the easiest way to waste ad spend.

With most keywords, there are obvious but related words that are used with a totally different intent. The most common situation where negative keywords come into play is with job seekers.

If your goal is to sell data security software, you don’t want people who are searching for “data security jobs.” It’s a no-brainer to include “job(s)” in your list of negative keywords .

If you’re not targeting job-seekers consider adding the following keywords to your negative list:

Pro Tip: Consider misspellings, homonyms, and accidental pop culture references when compiling your negative keyword list . 

How you structure your Google Ads account is vital to your PPC success.

With that in mind, the Single Keyword Ad Group (SKAGs) approach is one of the fastest ways to elevate your click-through-rates, quality scores, and most importantly, the money that you’re making.

SKAGs allow you to maintain control of your account and achieve higher performance from your Google Ads account.

As the name implies, SKAGs are ad groups with just one keyword in them. 

By pairing your keywords into their own unique ad groups, you can make sure that the keywords you’re bidding on match the search terms you’re paying for.

If you don’t take care of this, you end up with something we call “ The Iceberg Effect .” (opens in a new tab)

Learn how to use SKAGs (opens in a new tab) and what they can do for you in addition to improved click-through-rates (CTR), improved quality scores, and lower cost-per-click (CPC).

7. Optimized ad copy

It’s easy to get to the part where you’re actually writing the ads and put down whatever comes to mind first. But that copy, as minimal as it may seem, has a profound impact on the success of your Google Ads. 

There’s a few best practices (opens in a new tab) to follow for optimized ad copy.

• Speak to pain points. Before pushing the product or service, acknowledge the problem. This will help get the attention of a searcher and let them know that you understand. 
• Personalize copy to the funnel. Depending on where a searcher is at on the funnel, they’re looking for different answers. Those pain points will be different all along the way. From looking for an answer to their problem, then searching for different solutions and finally narrowing down to their chosen solution.
• Be specific and use numbers when possible. Science backs it. People like specific numbers. Let them know it’s a “14 day trial,” or that you have “16 solutions” to their problem or “791 people signed up for the webinar.” 
• Keep it simple. Cut out the extra fluff, get right to the point. Rather than a headline that says “Learn more about data security in our newest report,” cut it down to “Free data security report.”
• Stand out from the crowd. Pay attention to competition, the ads surrounding yours. Make sure you’re not saying the same thing.
• Use social proof. The ultimate FOMO and sign of credibility. List your latest awards. Note your number of clients, number of downloads or subscribers. 
• Use extensions. They’re there for the benefit of the user. When used thoughtfully they help searchers easily find their next move. Whether it’s a call extension, links to relevant pages on your website, or directions.

8. Optimized landing page

The landing page is just as important as everything else in an ad. 

There’s a lot that can go into a landing page from top to bottom. After successfully (opens in a new tab) creating landing pages for multiple clients, we’ve identified a few best practices (opens in a new tab) we know every good landing page needs:

• Ditch the top navigation . Keep visitors focused on the reason you want them there.
• One clear call-to-action (CTA) . Ok fine, sometimes two works, but there still has to be one clear, preferred action. It should be, at a minimum, above the fold and at the bottom of the page.
• Keep it relevant. Your landing page needs to match the ad they clicked on to get there. If it’s offering a free report and you send them to a service page, you won’t just get a bounced visitor, they’ll also think less of your brand any time they see another ad. Not to mention, your ad’s quality score (opens in a new tab) will take a dip.
• Strong copy . All the way through. And make sure your headline and subheader communicate your business’ Unique Value Proposition (opens in a new tab) (UVP).
• Hero image and visuals . We’re not saying they need to be fancy, but come on, no one wants to read a page full of only text. Bonus points for visuals that can help convey information for a better user experience.
• Benefits and features . You are trying to inspire action after all, so don’t forget to communicate the why.
• Social proof . Just like in the copy. Here you could even embed a video of a customer testimonial. Be sure to list your latest awards, note your number of clients, or downloads or subscribers. Share UGC if you have it. 
• Journey awareness . A good landing page tailors the CTA, the copy, and the visuals to where the visitor should be in the sales funnel. Don’t get too pushy for a sale before they learn about who you are and what you do.

9. Measurement & optimization

PPC is not something you can set and forget.

The best PPC has every single detail fine-tuned. From the headline to the landing page to the specific offer marketed. The fine-tuning can only be accomplished by a/b testing (opens in a new tab).

And without the right metrics, you can’t identify what’s working or what’s not. 

Be sure to connect your Google Analytics to Google Ads .

Make sure you have all the conversion points sent up as goals (opens in a new tab) within Google Analytics. Conversions are your most coveted action, so you’ll want all the info you can get.

Here’s 21 huge insights (opens in a new tab) you can benefit from when Google Analytics is connected to your Google Ads properly.

Believe it or not, our team checks in on ads daily . Managing can become extremely time consuming, but we’re all about working smarter not harder. These time-saving tips (opens in a new tab) will maximize the value of your time and the return on every ad dollar spent.

10. Retargeting

The fact of the matter is that 96% of visitors who come to your website aren’t ready to buy. At least not yet.

There’s 23 convincing reasons (opens in a new tab) to employ remarketing towards that 96%. In general, the remarketing efforts allow you to

• stay top of mind even as they shop around or check out competitors
• continue to provide value and thought leadership to those who aren’t ready to purchase
• get a second chance at converting lost leads with convincing social proof or a good deal.

Especially because you’re dealing with the B2B sales cycle, you can’t expect visitors to convert right away. You also can’t assume that they’ll remember you months later. Don’t leave it up to fate or you’ll lose qualified leads. Make sure you’re there to provide whatever they need, every step of the way.

Google Ads makes it easy to retarget visitors using Remarketing Lists For Search Ads (RSLAs). We’ve put together a 12 point guide (opens in a new tab) to setting them up (and capturing lost conversions).

By employing a RLSA campaign for an award-winning provider of friendly, peppy and efficient virtual receptionists, we saw a 125% drop in CPA.

See the positive results (opens in a new tab) we’ve had with five other clients.

All too many times, we’ve seen B2B marketers that either throw their money out the Google window or write off PPC due to bad results.

But, even more times, we’ve used Google Ads to help make game-changing improvements (opens in a new tab) in businesses. We understand why Google hits hundreds of billions in revenue. Because it works.

We’re confident enough to say that we guarantee positive results. Hit us up (opens in a new tab) if you’re feeling overwhelmed and need impressive results right from the get-go. If you’re down to take it on yourself, you can get a peak at our Google Ads course (opens in a new tab) which is how we train internally.

If you found this article helpful, here’s some other can’t-miss content you’ll want to see:

• The Ultimate Google Ads Optimization Checklist: 25 Rules To Success  
• AdWords Account Structure: The Perfect Setup For Success
• Explaining Google Ads Costs: 28 Things Every Advertiser Should Know
• 10 AdWords Ad Copy Hacks & 100 Tricks: Data From 100+ Clients
• 35 AdWords Filters For Improved Performance And Efficiency
• 7 Monstrous Ways To Improve Your AdWords Performance

Let us know how it works out. We love to see it! Or, if you have any further questions, leave a comment below. We could talk Google Ads for days.

Chapter 9: Google Ads Tips

What you’ll learn: discover the unknown strategies we use to take your google ads performance to a whole new level., chapter 10: google ads statistics, what you’ll learn: dive deep into the industry averages and see how you compare to the different industries that advertise through google ads., chapter 11: advanced google ads, what you’ll learn: ready to nerd out here are some of the more advanced things you can do to improve the performance of your google ads account..

Google Ads for B2B Marketing: Top Strategies & Targeting

If you want to connect with a wide audience of potential customers and use the popularity of Google to your advantage, Google Ads is one of the best tools to use for any B2B company.

You can maximize your exposure online and effectively supplement other advertising campaigns to maximize sales and ROI. 

In this article, I will explain the best strategies, targeting tactics, and much more.

• What is Google Ads

B2B Marketing in 2023

B2b vs. b2c advertising on google ads, top strategies for b2b marketing on google ads, what exactly is google ads.

Google Ads is a program that allows users to create online ads that target audiences based on what they’re looking for while performing Google searches, browsing the web, or watching videos on YouTube. Unlike organic search engine optimization (SEO), Google Ads uses a pay-per-click (PPC) platform that requires users to pay whenever a visitor clicks on an ad.

Google has become the primary hub for many internet users when searching around a specific topic. In fact, Google sees as many as 63,000 searches every second of every day , and the average person conducts around three to four searches per day. 

It’s guaranteed that many of the people using Google on a daily basis are searching for topics regarding certain problems that your business works to solve.

With Google Ads, your business can be the first result that people see when looking for specific solutions.

Companies around the globe have shifted the course of their marketing efforts since the COVID-19 Pandemic.

With fewer in-person events and meetings, digital has become the most reliable and, at times, viable path forward.

In B2B, this is a challenge, as face-to-face interactions can be critical to nurturing leads and closing new business.

If your business is behind in the digital world, there’s no better time to get up to speed and Google Ads could potentially be a strong marketing channel for your business.

Our team has written extensively on digital marketing strategy for manufacturers and much of that content applies to other B2B niches as well.

Some B2B organizations are hesitant to use Google Ads to market their product or service because they don’t have a purchasable item online or a physical location that customers would visit for their product offering.

Google Ads is used for far more than an immediate purchase or decision-making marketing platform.

It’s a great way to pull in users to your website who might not otherwise have heard about you and might become a client either today or a year from now.

Maybe you’re already working on your SEO and finding it difficult to climb the rankings for your target keywords. The great news with Google Ads is that you can skip the line and get your site straight to the top of the search engine result page.

Google Ads can be used for brand awareness, remarketing, driving phone calls or form completions, and more.

As you read this article, think about how your company could benefit from showing up on the top of Google for your most important keywords.

Now that you understand what Google Ads is and how it could impact your B2B company, let’s take a look at specific strategies and tactics to help you succeed in 2023 and beyond.

Optimize your website

Driving new traffic and leads to your website could be significantly less valuable if your website isn’t ready for it.

If your company is still sporting its 2005 Joomla-built brochure-style website – it’s time to bite the bullet and make a major update.

There are multiple important reasons to do so:

• Conversion Rate Optimization
• Conversion Tracking
• Quality Score
• Brand Impression

Your website experience is the backbone of your campaigns. If your website isn’t set up to convert or track conversions – you’ll find little success on Google Ads.

Conversion Rate Optimization or CRO is the process of improving your chances of converting a lead. There are extensive studies and strategies on how to build landing pages that convert. Making sure your website is modern, fast, and up-to-date is step 1.

Google also takes landing page experience into consideration when assessing Quality Score .

“ This score is measured on a scale from 1-10 and available at the keyword level. A higher Quality Score means that your ad and landing page are more relevant and useful to someone searching for your keyword , compared to other advertisers.”

Low Quality Scores can result in a higher CPC (Cost Per Click) – which means you’ll end up spending more money per click, in part because of your poor website.

If your website is outdated, chances are it could reflect poorly on your brand. When leads are scouting for companies to work with, they’ll be looking for an organization that looks professional and current.

Improve your brand

Your new website is step 1 in your foundation for running a successful campaign. Hand-in-hand with that is your company branding.

In the same way that your outdated website can convey negative emotions to a visitor, so can your brand. A new website with old branding can communicate mixed messages.

Along with the visual appeal of your brand, this is a great time to nail down your brand voice, tone, and characteristics. This can carry over into your advertising campaigns and overall marketing strategy.

We highly suggest adopting the StoryBrand Marketing framework. The core concept is positioning your client as the hero. Rather than your messaging being a sales pitch for your services, you speak to your customers’ struggle, and how you can help them win as their guide.

Define your sales plan & objective

Launching any new marketing channel serves little purpose without a plan and clear objectives.

Ask yourself and your colleagues:

• What do we want to sell or offer?
• Once we get leads, where does their information go?
• Is our sales team prepared to handle an influx of new inbound leads?
• Are we prepared to not only launch but scale this channel as it shows its value?
• What are we expecting to accomplish with marketing on Google Ads?
• How does this get us closer to our quarterly or yearly company goals?
• How long will it take us to convert a lead and how does that impact our assessment of the success of our ad campaigns?

Overall, make sure you understand what you’re trying to achieve and if you have the right pieces in place to sustain and grow your Google Ads marketing.

Optimize your sales team

Your sales team is critical to the success of your campaigns. You can drive all the traffic and leads to your site but if your sales team can’t convert them, the effort is lost.

If you’re driving phone calls, having leads complete forms, or making purchases directly on the site, you’ll need to ensure that your sales team is prepared to handle new leads.

With a successful Google Ads campaign, you’ll likely see a significant increase in new potential business. Audit your sales team and communicate with them to see what a 2-3x increase in workload would require. It may be that you need to hire new team members in anticipation of or during the scaling of your Google Ads marketing.

Balance budget with target size

One of the most common questions businesses ask before launching a Google Ads campaign is, “what should our budget be?”

This is multifaceted and highly dependent on variables that will be different from company to company.

A frequent mistake is an imbalance of your target audience vs. the amount of money you’re willing to spend on the campaign.

If you want to target the entirety of North America but you’re only prepared to dish out $500 per month – you’ll be seriously disappointed with the results.

The average Cost Per Click (CPC) for B2B is $3.33. That means at $16.67 per day, you can afford about 5 clicks.

5 Clicks for all of North America! That’s an absolutely minuscule pool of users and you’ll blow your entire budget for the day within hours.

Tack on the average Conversion rate of 3.04% and you’re looking at maybe 4 Conversions per month . Those aren’t guaranteed clients or even leads, depending on what you count as a Conversion (i.e. – phone call, form completion, file download, etc.).

If you’re going to go national with your advertising, you need a national-sized advertising budget.

The same holds true for the number of campaigns you’re running. You don’t want to run a test-sized budget on a fully-fledged account with dozens of campaigns.

What happens is your budget gets spread thin and you end up with very few results and not enough data to make informed decisions.

We’ll go deeper into where to start and how to scale later in this article. Just keep this in mind when deciding your starting budget.

Implement conversion tracking

A major mistake when launching Google Ads campaigns is not having a way to track the success of your campaigns.

Conversion tracking allows you to map your leads back to your campaigns and credit them with the new business.

This is a critical step in measuring the impact of Google Ads on your business.

Tracking Conversions gives you the information you need to make decisions about scaling your campaigns and budget.

As if it weren’t already important enough, Conversion tracking is necessary for powerful automated bidding strategies within Google Ads like Maximize Conversions , which relies on advanced machine learning to optimize your campaigns.

When setting up your Conversions, you’ll want to identify what qualifies as a lead or new business for you.

This could be a phone call, form completion, event sign-up, or an actual purchase of a product or service directly on your website.

For many B2B organizations, the final sales process takes place outside of the scope of your website in transactions potentially months or even years removed from the initial customer interaction.

In this case, your Conversions won’t be actual closed sales, instead, they’ll be leads. With a robust and integrated Customer Relationship Management (CRM) tool, you’ll be able to track those leads and attribute the closed sales back to your campaigns at the finality of the sales cycle.

Integrate your CRM

If you aren’t already using a CRM for tracking and organizing your sales, you should absolutely adopt one before launching your Google Ads campaigns.

A powerful CRM has the ability to track leads through the sales cycle so that you can better understand and stay on top of potential customers.

Without this tool, you could easily lose touch with leads or be unable to attribute a closed deal back to your advertising efforts.

Connect to Google Analytics

Before you start your campaigns, one very helpful integration with Google Ads is Google Analytics.

Quick note: if you previously integrated Google Ads with Google Analytics, you’ll want to double-check if your Google Analytics is still active. Google replaced Universal Analytics (UA) with Google Analytics 4 (GA4). So, UA properties are no longer collecting data.

By linking your Google Analytics account to Google Ads, you can assess user behavior performance for your campaigns, ad groups, ads, and keywords directly inside of Google Ads.

Getting clicks on your ads is great but how are those users spending their time on your website?

This can help significantly in understanding if you’re reaching the right audience.

If your ads have a low average session duration time, for example, 10 seconds per user, then you know something isn’t resonating with the way that ad is communicating to your target audience versus what they are experiencing on your website.

Campaign structure

Your Google Ads account is the entity that houses your campaigns. Your campaigns house your ad groups that have ads and keywords within them. Each of the ads has a landing page that directs users to your landing page.

Campaign structure is not only important for organizing your account but it can actually impact your Quality Score.

Well, if every single one of your keywords and ads are within the same ad group and campaign, you’ll be sending seriously mixed signals to Google.

Google rewards specificity in this way.

That’s why you’ll want to have an intentional and logical structure to your account.

A few common ways of approaching structure are by products or location.

If you have a set of core products and services you’ll be driving traffic to, you can create campaigns for each of them, with ad groups containing more specific niches within these campaigns.

If your business relies on driving traffic to specific physical locations, it may make more sense to structure your campaigns by city.

To start out, we recommend launching with 1-3 campaigns, targeting your strongest product or service (Based on both business metrics and keyword research). You may want to include a brand campaign, which targets your brand name specifically.

Brand campaigns can protect your company from losing business to competitors that are bidding on your keywords and it also provides additional brand visibility for your website on Google Search.

Types of campaigns and understanding the funnel

Google Ads aren’t all about driving sales or leads directly. There are other tactics you can use to benefit your business. Here are some different campaign types and when and why you should use them:

Search: Traditional search campaigns are likely the most common type of campaign across the board but they can be tricky to understand for B2B companies.

Especially for very specific or technical niches you might be thinking, “Is my user looking for my product or service on Google?”

That’s where keyword research comes in and we’ll cover that more in detail later. With keyword research, you can check and make sure people are searching for what you’re offering.

Think about how your target audience would look for your product and where in the buying process you’d like them to find your ad.

You could run a very high funnel campaign, with users searching for answers – for example, you could target “Should I hire a marketing agency?” This would get you in front of your audience very early in the decision-making process. But the chances that the user becomes a customer are low.

With a low-funnel campaign, you could target the keyword, “get commercial building insurance”. This shows the customer intent is much closer to the point of purchase rather than simply researching how it works.

Dynamic Search: Dynamic search campaigns are more open-ended and reliant on AI but they can produce excellent CTRs.

With Dynamic Search ads, you simply provide the description text and Google does the rest of the work.

Because the headlines are automatically generated based on your landing page and/or the user’s search query, the ads can become very relevant and clickable to the searcher.

In a dynamic search campaign, Google also takes care of the keywords.

For some marketers, this can seem unnerving, since you’re essentially surrendering control over bidding and fine-tuning.

So where do the keywords come from?

Google will analyze your website and decide which queries your ad should show up for. You can input specific pages or the entire site. There’s a lot you can do with Dynamic Search campaigns, take a look here to learn more:

Display: Display Ads use visual advertisements and interruption marketing to catch your target user’s attention at (hopefully) the right moment. Display ads are shown on websites across the internet, as opposed to Search ads which (mostly) show only on Google Search.

A word of caution: Be extremely vigilant about where your ads are showing. You can see a list of placements for your ad has been shown and if you haven’t tightened down the targeting significantly , you could be wasting hundreds or thousands of dollars.

Display Remarketing: Display ads are generally used as high funnel brand awareness campaigns however you can also run highly effective remarketing campaigns with Google Ads display.

If you’ve ever seen a product ‘follow’ you around the internet, display on the sides or at the top of other websites you visit, it’s likely you are in a display remarketing campaign powered by cookie tracking.

Video Ads: Video ads are served on YouTube, the world’s second-largest search engine. Similar to Google Ads Search, you can target your audience using demographics, interests, intents, keywords, and topics. There are five different formats you can use: Skippable in-stream ads, non-skippable in-stream ads, video discovery ads, bumper ads, and outstream ads.

Google Ads Audit

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Search Ads & Ad Copy

We’ll be focusing on Google Ads Search for the remainder of the article but many of the same concepts and strategies can be carried over to other campaign types as well.

Search ads have the power to make or break your campaigns. Make sure they are dialed in and optimized before launching.

What makes an ad clickable?

Relevancy & completeness are key when it comes to making an ad clickable. Make your as relevant to your ad group as possible so that the keywords align with what your ad is saying. You also want to complete every field possible to catch the users’ attention but also improve your Quality Score. This includes Extensions which we will cover in greater detail later.

Last year, Google announced that Expanded Text Ads, the traditional ad type of Google Ads, would no longer be supported as of June 30th, 2022. This means that Responsive Search ads will take over as the primary ad type.

Responsive Text Ads use a combination of user input and artificial intelligence to display a relevant ad to users on search.

RTA’s can have up to 15 headlines and 4 descriptions, along with a landing page and 2 display paths.

Of the descriptions and headlines, ultimately only 2-3 headlines and 1-2 descriptions will display. This combination is chosen by Google at the time of the auction.

We recommend using 3 Responsive Search Ads per ad group – giving Google a lot to work with to display an effective ad in front of users.

Make sure to use every headline, description, and display path provided and shoot for an Ad strength of ‘Excellent’.

Quality Score Implications

Ads affect your Quality Score in two ways: Expected Clickthrough Rate and Ad Relevance. If you don’t excel in one or both of these, your Quality Score may suffer. To score highly here you’ll want to think about what a user would expect to see in an advertisement for any given query that could come through your ad group.

Google Ads’ AI Features

For years, Google Ads has utilized machine learning and AI to improve broad-match keywords and smart bid strategies. In 2023, Google has begun introducing new AI features. 

Automatically Created Assets (ACA), were introduced in 2022, and they used information from existing ads and landing pages to write copy for your ads. Now, using a chat interface, you can work through the ad copy creation process. You’ll have conversations to adapt and improve the relevance, “ while staying true to your brand .”

Here are a few more quick tips to help you win at Google Ads:

• Use first-letter capitals to make your ad stand out
• Use your brand name in at least one headline
• Use your target location in at least one headline (if relevant, i.e. – ‘Corporate Lawyer Boston’)
• Use location and keyword insertion to make your ads super relevant
• Two of your descriptions should contain a call to action with an exclamation point at the end
• Around half of your headlines per ad should be keywords directly from your ad group keyword list (i.e. ‘Event Center Dallas’)
• Around half of your headlines per ad can be variations or key features of your service/product (i.e. – ‘20,000 Sq. Ft. Facility)

Keywords & Competitor Research

Keywords are the beating heart of your Google Ads campaign. This is likely where you’ll spend the most time optimizing and tweaking on a daily and weekly basis.

Starting out, your campaigns might have a temptation to add hundreds or thousands of keywords to your ad groups.

This is not the correct strategy.

When you’re starting out with Google Ads, it’s better to be more conservative with keywords and scale, rather than opening the floodgates right off the bat.

Google Ads can quickly get out of control, especially if you’re only using broad match keywords.

Match types

Match types are one way you can control what specific keywords your ads show up for.

The three match types are:

-Broad match: Orlando IT Consultants

-Phrase match “Orlando IT Consultants”

-Exact match [Orlando IT Consultants]

Here’s a super helpful graphic that helps break down each of them.

One way to “soft launch” your ads is to use only phrase and exact match. Excluding broad match reduces the chance that your ad will show up on irrelevant searches.

At all costs avoid using 1-word broad match keywords. This is a sure-fire way to waste ad spend. Stick to keywords that are 2-5 words long.

As you get data back from your campaigns, you’ll be able to see what keywords are working and what aren’t. Once you’re confident a keyword can produce results, then you might test a broad match version of the same keyword.

As you integrate Google Ads’ smart bidding strategies (more below) with broad match keywords, you’ll discover the strength of the systems. Using machine learning, these tools help expand reach while refining the targeting and maintaining search relevancy.

Slowly add broad match keywords over time and observe the results.

Keyword research

So, where do you find keywords?

There are many ways to find keywords for Google Ads. Th e first place you should start isn’t a platform or a tool – it’s your own brain.

Relying on tools to produce keywords can often lead to missed opportunities. First, think about your product or service and what people would type to find what you sell.

Write those ideas down as a foundation.

Next, take a look at Google Search Console . What are people actually typing to find your website? What keywords are they using in their content that you would want to bid on?

Sort the queries by Impressions to see what your website is ranking for but maybe not getting much traffic for. These may be great opportunities to run an ad and show up at the top of the results page.

Finally, go ahead and actually Google some of your target keywords and take a look at these 5 things:

• As you’re typing, what does the auto-suggest show?
• Are there competitor ads? What keywords do they use?
• Are there SERP features that might take away click traffic from your ads? i.e. Product ads, videos, etc.
• Click through to the competitor websites, are they relevant to what you’re selling or offering?
• What keywords are on their landing pages and could you use them for your keywords or ads?

After this preliminary work is done, it’s time to find a keyword research tool. While we recommend using SEMRush , Google Ads has its own built-in Keyword Planner.

Keyword Planner works as a basic tool to get started, but ultimately you’ll want something like SEMRush to take your research to the next level.

With the keyword research tool, you can input a relevant keyword and find related words that may be valuable to you to bid on.

You can also spy on what your competitors are bidding on and snipe their traffic.

Negative keywords

While keywords are what make your ads show up on Google Search, negative keywords are what tell Google where not to show your ad.

For example, if you are a corporate lawyer, you might decide to add “domestic”, “cheap”, or “civil” as negative keywords since those keywords might indicate an audience that isn’t what you’re looking for.

When inputting negative keywords, keep in mind that the match type still applies. If you use broad match for negative keywords, you are potentially blocking your ads from relevant searches.

We recommend in most cases using phrase match for negative keywords and isolating the specific word you don’t want to show up for, regardless of what other words are around it. By doing this, you eliminate all query possibilities containing that specific word.

Negative keywords can be tricky to stay on top of and keep in mind the searches your ads show up for may never truly be 100% relevant all the time. Especially if you’re using broad match for your keywords, eventually your ad will show up on a search that you don’t want to show up on.

By updating your negative keyword list, you’ll be providing Google’s machine learning algorithms with more information to optimize features like broad match or smart bidding.

Tend to negative keywords daily if possible to continually improve your campaigns.

Demographic targeting, ad schedule (and more)

Google Ads has powerful fine-tuning capabilities that you should absolutely take advantage of.

Demographics: Before you launch your campaigns, exclude any age groups, gender, or household income levels that are not relevant to your business.

Devices: Device bid adjustments are the only bid adjustments that apply (at -100%) when using automated bidding strategies like Maximize Conversions.

Here you can either eliminate or adjust bidding on Desktop, Mobile, and Tablet. For B2B we would almost always recommend excluding Tablets completely and in some cases, Mobile as well.

Ad Schedule: Your ad schedule is dependent on your campaign goals and your business. With a brand awareness campaign, you could run ads 24/7 but do keep in mind the hours of the day that make sense for your target audience to be searching for your product or service.

With campaigns that are Conversion-based, you may be better off running your ads during tighter windows of time. Keep in mind that when using an automated bidding strategy, Google will optimize for the times when your ads perform best anyway, so starting with a wider window of time at first may allow for more data collection and optimization.

Locations: Locations can also be excluded or specifically targeted. When you’re setting up your campaigns, make sure you expand the ‘Location options’ and select the relevant option under ‘Target’.

If you are looking to target people in a specific place and nowhere else, you’ll want to select ‘Presence’. Even then, it’s possible to get clicks from outside of the target location, so you may need to specifically exclude locations where you do not want your ads to show.

In location targeting, we recommend using radius targeting, rather than the city function, since the actual city boundaries can cut off key target areas.

Bid strategy

Google Ads bidding used to largely be a manual practice however over the years, automated strategies have begun to dominate and Google continues to push further for automation .

And for good reason. While manual bidding gives the ultimate control over how much you spend and where you spend it, the process can be extremely tedious and challenging.

For B2B we highly recommend using automated bidding strategies like Maximize Clicks and Maximize Conversions.

By using Maximize Clicks at the start of your campaigns, you’ll get the most traffic for your dollar to your site. This will allow you to quickly start gathering data and get some Conversions flowing in.

We recommend switching to Maximize Conversions , only once you have about 30 Conversions per month flowing in.

Google needs data to ‘maximize your Conversions’ – so if you start right away with that bidding strategy, there won’t be anything for Google to work with.

That being said, be very cautious when using Maximize Conversions. Unlike Maximize Clicks, you do not have the ability to set a Max. CPC. Google is basically going to do whatever it takes to get you a Conversion with your given budget. It can get expensive for a single click, so tread lightly and watch your CPCs.

There is A LOT more information to digest regarding bidding strategies, and it can get pretty complex. Take a look at this video to learn more:

Extensions are extra pieces of information that improve your Quality Score, Ad Rank , and get clicks to your website.

We highly recommend using all of the Extensions available to you especially Call, Image, and Sitelink.

A/B Testing & Experimenting

As your campaign data starts to come in you might want to consider A/B testing. Google does have built-in A/B testing (Experiments) but do bear in mind that it will split the budget of your given campaign by half. This means your resources will be spread thin.

For A/B testing ads, it may be better to simply duplicate the ad, change the text and run the ad within the same campaign to see how it performs.

Ultimately you will absolutely want to experiment with your campaigns, keywords, ads, etc. but that doesn’t mean you need to run an official Experiment.

For any tests you do run, make sure to give them enough time to return sufficient results before you change anything back.

Optimize and Scale

Once you’ve created your campaigns, and run them for a minimum of two weeks – it’s time to start optimizing. Of course, you can make small tweaks prior to that as needed but we recommend this time frame before making major changes.

Optimizations

Optimization on any given day or week can look different depending on results and data.

Daily tasks : Adding negative keywords, tweaking bid adjustments, adjusting ads, adding new keywords, and pausing existing keywords.

Weekly tasks : Pausing existing ads, adding new ads, pausing existing extensions, and adding new extensions.

Monthly tasks : Pausing existing campaigns or ad groups, adding new campaigns or ad groups, changing or updating bid strategies, changing or updating target locations, and improving or changing landing pages.

Now that you have a few successful campaigns running, where do you go from here?

Well, if you soft-launched into Google Ads with a test budget and campaign structure, it may be time to scale.

Deciding to scale is largely a business decision with a lot of moving parts but within Google Ads, you’ll want to take a look at your Conversion Rates, Return On Ad Spend (if possible), and Cost Per Conversion metrics to help develop your next action.

Scaling can be done slowly or quickly, depending on your budget, ability to handle new business, and your company goals.

Scaling will typically look like adding one or more new campaigns for products or services or new campaign types (Display, Video, Display Remarketing, etc.) along with an increased budget.

Scaling campaigns without increasing budget isn’t really scaling at all, since you’re taking budget away from other campaigns and potentially spreading your ad dollars thin. Make sure your budget supports the increase in campaign size.

We recommend running your initial Google Ads account set up for 3 months before making any major decisions to scale up or pull back.

Rules & Scripts

Optimization can take a lot of time day-to-day. Thankfully, Google has built-in ways of managing that automatically.

With Rules, you can set actions to happen when certain variables’ conditions are met. For example, if you don’t want your keywords to go below a 2% CTR for any given 7-day window, you can set those keywords to pause if that happens.

We find that rules are only necessary if you are unable to monitor your account activity at least on a weekly basis.

Scripts are similar to Rules but they have the capability to perform much more advanced tasks and run bulk actions very quickly. We don’t recommend using scripts unless you have advanced knowledge of Google Ads and want to learn more to take advantage of this powerful tool.

Here is more information on Scripts:

Google Ads Recommendations (optimization score)

Google Ads Recommendations are exactly what they sound like – recommendations from Google on how to optimize your campaigns.

In our experience, these recommendations can be hit or miss. Carefully analyze what it’s telling you to do and if this is something you really want to update on your account.

The recommendations are not an absolute guarantee of better results, so use your discernment to decide for yourself.

It’s not a must but a suggestion of, “You may want to look at this.”

Make sure to check your Auto-Apply settings as these can make some significant changes if you have certain items checked. Here are our recommendations: Bid more efficiently with Maximize conversions, Bid more efficiently with Maximize clicks, Remove redundant keywords, Remove non-serving keywords, and Use optimized ad rotation

Now you’re prepared to win at Google Ads for B2B. If you need help with your B2B campaigns, reach out to our marketing team to set up a strategy meeting today!

Taylor Townsend

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How to Create a B2B Google Ads Strategy That Works

September 20, 2023

Unlock the power of Google Ads for B2B and discover proven strategies for explosive growth.

Here, you’ll find:

• Fundamentals of Google Ads for B2B lead generation
• Five powerful strategies we use for clients that flat-out work
• The best approach to Google Ads for B2B success
• Expert insights on B2B click-through rate 

When it comes to paid search marketing, Google is the king. But is Google Ads (formerly AdWords) a good advertising platform if you’re in the business-to-business (B2B) space?

The short answer: Yes . 

With an incredible 3.5 billion searches a day , Google Search offers businesses access to users who are searching with intent, which is a huge leg up compared to many other platforms. 

If you want to know how to set up a successful campaign that will deliver real results that align with your business goals, stick around and find out how to navigate the competitive landscape of B2B Google Ads. 

What are B2B Google Ads?

B2B Google Ads are online advertisements that target businesses, rather than individual consumers. While similar to campaigns that target consumers directly, Google Ads for B2B businesses tend to rely heavily on lead magnets and a well-built funnel to gain leads.

While similar to campaigns that target consumers directly, Google Ads for B2B businesses tend to rely heavily on lead magnets and a well-built funnel to gain leads. (Image: Adobe)

These types of ads enable your business to connect with companies in your target market searching for your products or services.

B2B Google Ads run on a pay-per-click (PPC) model, meaning your business only pays when someone clicks on your ad. This cost-effective approach ensures that your marketing budget is spent efficiently, as the ad spend is directed towards interested and relevant prospects.

What is the best strategy for B2B Google Ads?

You might be tempted to think there’s a “one-size-fits-all” strategy for B2B Google Ads, but that’s just not the case.

The truth is, the best marketing strategy for these campaigns is a combination of the tactics we’ve just covered, all carefully tailored to your specific B2B audience and your business goals. 

There’s no magic wand you can wave to create a perfect B2B search ads strategy. But you can use data-driven decisions and relentless optimization for maximum success.

Here are some strategies you can consider implementing to help improve your B2B Google Ads.

8 strategies for successful B2B lead generation with Google Ads

1. select intent-oriented keywords.

Precision is paramount when it comes to selecting B2B keywords. You need to complete thorough audience research to understand their search behavior.

From there, you can identify long-tail keywords that reflect specific business pain points and solutions. Think like your ideal customer and try to anticipate the phrases they would type into search boxes.

2. Write concise and compelling ad copy

B2B decision-makers are busy and have limited attention spans. You need to write concise and compelling ad copy that resonates with their needs and aspirations.

Highlight the value that your offering provides and incorporate a strong call to action (CTA).

3. Targeted landing pages

Your ad’s journey doesn’t end with a click — it has just begun. Design conversion-focused landing pages that align with your ad’s message.

Provide clear next steps, a user-friendly experience, and persuasive copy.

4. Optimize your bids based on your campaign objectives

Smart bidding strategies are what propel your B2B Google Ads to success. Optimize your bids based on your campaign objectives, such as maximizing conversions or enhancing brand awareness.

Leverage automated bidding features to make data-driven decisions for better outcomes.

5. Make the most of your ad’s real estate with ad extensions

Sitelinks, callouts, and structured snippets enhance your ad’s visibility.

All of this offers additional information and benefits to potential leads.

6. Use retargeting

Retargeting will help bring a warm audience to your website. Why try to convert a cold audience when you already have a warm one?

Google Ads offers a variety of options for retargeting ads today, including display ads, Performance Max, and remarketing lists for search ads (RSLA).

7. Conversion tracking

Whether you rely on lead generation or ecommerce sales to support your business, fine-tuned conversion tracking is important to your success. That involves tracking more than just leads and sales.

You’ll want to give weight to actions like abandoned carts and white paper downloads by using conversion value. Doing so will teach Google what’s important to you and improve your conversion rates.

8. Enlist the sales team’s assistance

Use your sales team as a resource to design your funnels, ads, and even lead magnets. They know the questions potential clients ask, what will get their attention, and what education makes cold leads warmer.

For even more pro tips, we asked our own HawkSEM CEO Sam Yadegar for advice.

“Involve the sales team and prepare them for leads,” he says. “Have content that will educate users to help lift conversion rates and play the long game since most B2B companies have longer sales cycles.”

Using these strategies will help you be successful — over time . Yadegar cautions to set realistic goals and expectations. 

“Even though you can get traffic on relevant keywords rather quickly, it will take a long time before you can actually establish a baseline return on the ad spend, and then begin to optimize.” he explains. “In short, when done properly, it always works, and requires patience and persistence.” 

How do I target B2B on Google Ads?

B2B is a very specific type of audience to target. Here are a few tips:

1. Conduct strategic keyword research

Keywords are the compass guiding your B2B Google Ads ship. Start by conducting in-depth keyword research to understand the terms and phrases your target audience uses to find products or services like yours. 

Look for long-tail keywords that capture specific intent. They often lead to higher-quality clicks and lower competition.

Use keyword tools, Google Ads’ keyword planner, customer surveys, competitor analysis, and your own website analytics to identify the keywords that will set your ads on the right course. 

Start by conducting in-depth keyword research to understand the terms and phrases your target audience uses to find products or services like yours.  (Image: Adobe)

2. Add remarketing campaigns

You can use remarketing to keep your B2B brand front and center in the minds of potential leads who have already interacted with your website or ads. 

Remarketing campaigns can be a potent tool for nurturing warm leads, reminding them of your value proposition, and guiding them toward a conversion, which is especially helpful in the long sales cycle that most B2B products encounter. 

3. Create custom audiences

Google Ads allows you to create custom audiences based on your existing customer data, such as email lists or website visitors. When you leverage custom audiences, you can target those who have already shown an interest in your offerings, making your B2B ads more relevant and personalized.

4. Use the in-market audiences

Capitalize on the power of intent with in-market audiences . In-market audiences are a group of online users Google analyzes and determines who are looking to buy a specific product or service. 

The search engine uses data such as what keywords the users searched for lately and what websites the users visited to understand which users are in the research stage of making a purchase.

Making use of this feature can help your ads reach B2B decision-makers who are actively considering a purchase or solution.

5. Implement a negative keyword list & keyword exclusions

Just as important as targeting the right keywords is excluding irrelevant ones. Implement a negative keyword list to prevent your B2B ads from appearing in searches that do not align with your offerings. 

Using this feature can help your ads reach B2B decision-makers actively considering a purchase or solution.

6. Use keyword match types appropriately

Match types are essential to your B2B strategy. You’ll want to ensure your ads show on the right search terms. That means you’ll want to use all of the match types — phrase match, exact match, and broad match – to your advantage. Exact match keywords will get you clicks on terms you know are relevant, while phrase and exact match will help you learn more about the terms you might be missing.

7. Structure ad groups by theme

When creating search ads, you should create ad groups with tight themes. This will help you tailor your ad copy to the keywords, which will keep your quality scores and ad relevance high. It will also help you keep your cost per click (CPC) low, which is ideal since B2B terms are often quite expensive.

Text ads with keywords in the ad signal to the searcher that they have found the appropriate link on the search engine results page (SERP). Otherwise, they may question how your company relates to their search.

What’s the benefit of using Google Ads for B2B advertising?

There are many platforms you can advertise on, but why choose Google? 

“Google Ads give advertisers very targeted control on the types of users they bring in, since it’s keyword-based.” Yadegar says. “We can hone in on very relevant keywords that specifically speak to things users are actively seeking, leading to lower acquisition costs.” 

So, do B2B Google Ads work? 

You bet they do! When executed masterfully, B2B Google Ads can unleash a flood of high-quality leads to your B2B business. 

There are a ton of benefits that Google Ads can offer B2B businesses. Here are just a few:

• Flexibility and control: B2B Google Ads provide complete control over your ad campaigns. You can adjust your bids, budgets, ad copy, and targeting settings in real-time to adapt to seasonal demand, market trends, your business goals, and the changing needs of your audience.
• Measurable performance: The beauty of digital advertising lies in the tracking. B2B Google Ads offer detailed analytics and performance metrics. You can accurately track the success of your campaigns and monitor key metrics that matter to your business, like click-through rates (CTR) and conversions.
• Nurturing prospects: B2B Google Ads offer opportunities for remarketing, which lets you re-engage prospects who have interacted with your ads or website. You can then nurture these warm leads, build brand awareness, strengthen relationships, and guide potential customers through your funnel.
• Enhanced brand awareness: Consistent exposure through B2B Google Ads helps boost your brand visibility and authority within your industry. Even if prospects don’t click on your ads immediately, the repeated exposure increases the likelihood of them recognizing your brand name and trusting you in the future.

What is the average CTR for B2B Google Ads?

B2B Google Ads often face a tougher crowd, which is why they have an average CTR of 2.55% . But hey, while that number might be lower than what you see in B2C (business to consumer), it’s still a good number to see.

As B2B sales are typically for higher-ticket items, you need fewer clicks and conversions to generate profit. 

When you consider investing any part of your B2B marketing budget, you want to know what you can expect to get back. Basically, B2C ads typically boast a pretty high CTR, although they can vary a lot from industry to industry. 

As B2B sales are typically for higher ticket items, you need fewer clicks and conversions to generate profit. (Image: Adobe)

B2B ads vs. B2C ads: The great divide

If you’ve run Google Ads in the B2C space before, perhaps in a previous company or for a different segment of your target audience, then you might be thinking that you can simply apply the same strategies to your B2B PPC campaigns. 

Unfortunately, that’s not the case most of the time. 

B2B and B2C advertising are two distinct galaxies in the marketing universe. Each finds success by following different strategies and best practices.

Let’s cover the key differences between the two to help you navigate B2B Google Ads effectively.

1. The target audience: Rational minds vs. emotional hearts

There are fundamental differences between B2B and B2C target audiences. B2B advertising revolves around rational decision-makers seeking solutions that address specific business needs. These decision-makers are focused on tangible benefits, cost savings, efficiency, and long-term value.

On the flip side, B2C customers are often swayed by their emotions. B2C brands look to pull at people’s heartstrings, appeal to their desires and aspirations, and inspire impulsive purchases and brand loyalty.

2. The buying process: Slow and deliberate vs. spontaneous and quick

B2B purchases are often more complex as they are for higher ticket items. They can involve multiple stakeholders, in-depth research, and lengthy decision-making processes. As a result, B2B Google Ads must be informative, educational, and persuasive to nurture potential clients throughout their journey.

In contrast, B2C purchases are often spontaneous and impulse-driven. B2C ads use creative storytelling, eye-catching visuals, and persuasive copy to trigger immediate action and fast purchases.

3. The content style: Technical details vs. engaging stories

B2B ads typically emphasize the technical details and product features of your offering. You may choose to include case studies and industry insights to persuade your audience on your landing page further. B2B Google Ads campaigns must provide relevant and substantial information to establish credibility and demonstrate expertise.

In contrast, B2C ads opt for exciting stories, relatable narratives, and eye-catching designs. The focus is on creating a memorable and enjoyable experience that keeps the brand top-of-mind.

4. The sales cycle: Patience vs. instant gratification

B2B sales cycles can be considerably longer than B2C cycles. Around three-quarters of B2B companies require at least four months to complete a sale, and almost half require seven months or more . 

You have to establish trust, nurture the relationship, and provide continuous value. B2B Google Ads can play a vital role in maintaining a consistent brand presence and staying on the radar throughout the extended buying process.

B2C sales cycles tend to be shorter and deliver more immediate results. This quick turnaround requires B2C ads to create a sense of urgency and capitalize on the “here and now” mentality.

The takeaway 

Mastering B2B Google Ads is an endeavor that can help you reach decision-makers and professionals searching for solutions that you offer. With precise targeting, quality ad copy, and conversion-focused landing pages, you can generate qualified leads and achieve significant business growth with B2B Google Ads.

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The Anything but Basic Guide to Google Ads in B2B Marketing

What's on this page:.

The benefits of paid search are endless…

Not only does it increase your brand awareness, but buyers are 50% more likely  to make a purchase because of a paid ad.

And because 73% of the paid search  market share belongs to Google, it makes sense to start your PPC campaigns there, right?

In this article, we speak to Richard Tank , Head of Global Performance Marketing at Cognism, to find out everything you need to know about Google Ads, including:

Use the menu to jump to your desired topic or scroll 👇 to start reading.

The benefits of using PPC for B2B lead generation 

Whether you want to push content, drive revenue through B2B lead generation  or create awareness for your brand, a Pay Per Click campaign is a great place to start.

Especially when used in conjunction with organic marketing like well-built SEO pages.

PPC is a universal digital advertising model that can be used to drive traffic to your website. There are many advantages for B2B companies that use it, starting with:

BOFU targeting

PPC is a great way to capture prospects who are actively searching for a specific keyword related to your product. All it takes is a bit of research to ensure you’re using the right keywords for a highly targeted and effective bottom of the funnel campaign.

Richard adds:

“You're not pushing ads out to prospects on Linkedin and Facebook. You’re not trying to convince them to take action or download content etc. They're actually looking for something. So all you’re doing is providing a route for them to follow to your product. If you've got a good website and you’re doing a good job, you should  generate leads.”

Budget-friendly campaigns

Google Ads is an excellent option for generating B2B leads because you can tailor your campaigns to work for you, no matter the size of your budget. Most advertising can be pretty costly, but PPC is exactly what it says it is - you only pay per click.

It's worth noting that incorporating rich media ads into your PPC campaign may increase your cost per click.

But the number of leads you bring in all depends on your industry, market and budget, as Richard explains:

“Some keywords have a high search volume, but it really depends on your industry and market. You can spend hundreds and thousands of pounds a month capturing search volume and even more for certain industries” “You can scale your budget based on your market and goals. It’s a very flexible platform.”

So be sure to identify your TAM  and account for the amount of targeted leads you hope to bring in from your ads before setting your budget.

Room for growth

Like all great B2B marketing campaigns, experimentation is everything. If you find your campaign isn’t working, you can turn it off. You can optimise, use a vast range of keywords, and you can gain insights from the data.

For example, Richard suggests:

“Try targeting other keywords just outside what your buyers are searching for to add additional leads to the B2B marketing funnel .

Easy to track

Not only is PPC great for hyper-personalised targeting, but you can optimise the way you target your buyers just by measuring and tracking your results.

Google Ads offers you all the B2B data  and analytics you need to track results on a granular level. It’s up to you to take these learnings and improve your campaigns.

If you’re looking for easy sales tracking, check out Salesforce. It’s a customer relationship management (CRM) platform built to assist marketing, sales, commerce, service, and IT teams.

Moreover, you can integrate Google Analytics with Salesforce to get insight into how marketing affects sales and income in order to understand the effectiveness of paid advertisements better and measure outcomes correctly.

Richard advises:

“Make sure you’re not only tracking traffic and clicks but meetings booked and attended too, and most importantly - revenue! This will help you optimise your messaging and CTAs and you’ll better understand your customer journey.” “Keep an open line of communication with your sales team and encourage them to input any sales data  they have into your CRM, so it’s easily accessible to all your teams. If you can’t integrate this data with your CRM, invest in Zapier .”

Starting a pay-per-click ad strategy 

How you strategise your pay-per-click campaigns all comes down to who you’re selling to and what you want to achieve.

Richard suggests before setting some goals, ask yourself:

• Who am I selling to?
• What am I selling to them?
• What action do I want them to take?

For instance, if you’re targeting B2B sales  leaders and you have a few services on offer, choose one service per campaign. Then ask yourself, do you want them to book a demo, fill in a form or read a blog?

The action your prospect takes will all depend on what your campaign is for.

👉 If you want to sell a service, then booking a demo is a great CTA.

👉 If you want to create awareness, then sending them over to a blog or podcast is the best CTA.

Once you know the answers to the three questions, decide how many leads you’d like to capture and set a budget based on this volume.

“Think carefully about your budget and choose one service as a priority for that campaign. You’ll only waste your budget if you try and push three services at once. Especially if you find that one out of the three has a tiny search volume - it won’t be a priority keyword for you.”

Knowing which keywords work for your target audience all comes down to one thing:

Research. Research. Research.

Researching your keywords and audience will be what sets you and your campaigns apart from your competitors.

Choosing and using the right keywords 

Richard has an interesting analogy for choosing keywords which he calls the brand onion. Here’s how it works:

Richard says:

“When choosing keywords, think about how far or near you want to be in the search. You can have one priority keyword and then a few others that aren’t exactly what you’re selling but are related to it. For instance, we specialise in data, but we don’t sell email lists, so we’ll use that keyword to attract people who do search for email lists because they might be more interested in better quality, compliant data and verified contacts.”

Keep in mind the further you peel away the layers of your brand onion, the more generic your keywords become until they are used more as a content play than to drive revenue.

You’ll also want to make sure your priority keywords match your buyers’ intent.

When they search for these keywords, you’ll know they’re looking for a product like yours as opposed to you finding them on LinkedIn because they fit your total addressable market, but you can’t be sure they really want what you’re selling.

To help with all your keywords, it’s a good idea to invest in automation, as Richard explains:

“The Google algorithm has improved drastically over the years, so it's a good idea to invest in automation rather than do things manually. Google Ads is the biggest revenue driver for Google. 29% of all ad spend is Google . 50% of all ad spend is digital, and 25% is search. Google has about 80% percent of the market share globally.”

Here are our top three rules for choosing keywords:

• Remember who your audience is.
• Stick to the words related to what you’re selling.
• Make sure your CTAs are concise and actionable.

Keep in mind that everything should tie back to what you’re selling, and linking your SEO to your paid strategy is a great place to start.

You can use an SEO tool like Ahrefs  to help find keywords, see search traffic and volume and Google rankings for your SEO pages. It can also scan your website for SEO issues.

Automation tools like Google Ads and Ahrefs have a lot of great features you can implement for outbound and inbound marketing success.

Making the most of Google Ads with Ad Extensions 

When Google gives you Ad Extensions…

Make the most out of them!

Or as Richard says:

“You should use as many as possible! Google chooses up to two, based on what it thinks is the most relevant, but the more you have, the better your quality score and the higher your quality score, the lower your CPC and CPL. So it's a great way to get your quality score up and get more search volume and conversions.”

Google Ad Extensions are what separates your ads from your competitors. The best part about them - they don’t cost anything!

The reason they’re so beneficial is because they allow you to add extra information to your Google Ad without having to sacrifice ad space. This means you can focus on the best messaging for your target audience.

You can use several extensions to help elevate your ad, including:

Sitelink extensions

These are additional links that direct prospects to your website.

They’re great for measuring clicks to specific pages, running short term campaigns and creating sitelinks specifically for mobile.

Callout extensions

These give you the option to add additional descriptive text like products and services in your standard text ads.

They’re flexible and easy to implement at no extra cost, so you can promote more business attributes you couldn’t in the initial ad.

Click-to-text extensions

These are great for your mobile audience because they provide a quick and effective way for prospects to contact you.

Call extensions

These help drive up conversions by including a convenient way for your prospects to contact you without leaving the search results.

It’s a great extension because you can track how many calls came from that advert, and they can be scheduled to only appear at specific times of the day, like within your business hours.

Richard advises speaking to your Google rep (if you have one) about beta extensions:

“There's about eight or ten ad extensions at the moment, and there's always one or two betas. Some are public, so anyone can go into that ad account and find them and then some you have to activate through your Google rep. Those are generally the ones being tested and might not get rolled out.”

Avoiding bots and unqualified clicks 

Of course, with all good things come some negatives, and for Google Ads, it's bots hiking up your clicks...

Luckily, there are a number of solutions available to stop them, as Richard explains:

“You can sign up for ClickCease™. It's fraud prevention software that looks at the users clicking on your ads and examines their IP addresses and behaviour. It also gives you insight into why you're getting multiple clicks, and how many of those are occurring in a short period. You can then choose to block five or more clicks so that the bots can't hike up your clicks and the costs associated with it.”

ClickCease ™  also looks at things like how long the user has been on the page. If they’re going on for a second and going off and then coming back on again, it’s immediately marked as a fraudulent click, and Google will refund you for these.

But, if investing in more software isn't an option for you right now, Google does have ways to prevent fraudulent clicks too.

The great thing about Google Ads is that if you do notice something erratic, you can contact them, and they’ll sort it out and automatically remove invalid clicks.

But, bots aren’t the only internet click menace you’ll encounter with ads.

Sometimes, if your messaging isn’t resonating with the right audience, or you’re using the wrong keywords, you’ll get a lot of unqualified clicks.

Thankfully, there are a number of ways to counteract this, like reviewing your keywords, rewording your copy or creating a custom intent audience.

“To counteract unqualified clicks, you can use negative keywords. For instance, a Cognism customer might frequently search for the office address, which is not something you want to pay for, so you'll add 'address' to your negative keywords. It's a good idea to do this once or twice a month to ensure your budget is going to clicks that bring in conversions.”

To help with your keyword research, Richard offers some advice:

“Google Ads has a report on their site where you can see what business terms users searched for the most. However, due to privacy concerns, this report has become restricted. Although you can still see some of what your buyers might be searching for, which is helpful when doing keyword research.”

Have a look at this report next time. You might find some keywords you haven’t already added to your negative keywords , or you might find a few gems to help with your ad campaign journey.

Closing thoughts 

If you haven’t implemented a PPC strategy to work with your SEO, now is the time.

The results are well worth it, and it doesn’t require a huge budget to get started, as Richard explains:

“Fundamentally, as long as you get your messaging right and you’re aware of your customer journey, then all the other stuff is extra when it comes to Google Ads. Once you get this right, it just takes a couple of months of experimenting to get it all synced up and correct.”

So give it a go, and let us know how this guide works for you!

Do paid better with intent data 

You know what can make your paid ad campaigns even better?

Connecting with ideal fit accounts that are searching for a solution like yours right now!

Cognism’s intent data  can help you connect to the buying team before your competitors have a chance to chime in.

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B2B SaaS Company Gets 4X More Leads | Google Ads

A successful digital marketing strategy can yield impressive results in prospects, demand, and qualified traffic, leading Audioweb to success in a competitive market.

The Results

Our Impact in Figures

Growth in Demand

Visitors / month.

With proper web analytics and tracking of valuable conversions like forms, phone calls, and live chat conversations, Audioweb saw a steady improvement in the relevancy of their paid traffic.

It translated into more and better leads and sales opportunities to grow the business.

The Challenge

In 2016, Audioweb had already a couple of years running a Google Ads Search campaign to attract qualified traffic and generate leads for their collaboration and conferencing services.

The campaign was driving traffic, and they guessed it was generating leads, but without a clear lead tracking process in place, they lacked visibility and accountability for the results.

• Bring qualified traffic
• Generate marketing qualified leads
• Understand cost per lead
• Improve lead generation
• Translate investment into additional revenue

Our Solution

As soon as we started to work, we focused on defining success for Audioweb. Agreed on what conversion meant and tracked actual performance to get a clear understanding of the baseline.

We then defined the services and audiences they wanted to reach, and with the help of their marketing team, established specific offers to implement in the form of landing pages as well as text ads.

Then we went into the methodical process of testing ideas, understanding based on feedback from marketing, and eventually from the sales team what was defined as qualified traffic leads and sales opportunities.

Along the way, we tested and implemented paid search practices like Single Keywords Ad Groups (SKAGs), we use demographics and audiences to be more relevant to searchers and conversion rate optimization techniques to improve conversion rates.

About Audioweb

Audioweb is a telecommunications company that specializes in proving telecommunications solutions that allow its customers to improve collaboration and to accomplish more.

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Maximizing B2B Success: Running Google Ads Campaigns

In the ever-evolving world of B2B marketing, staying ahead of the curve is crucial for success. One of the most effective ways to reach your target audience and generate leads is through digital advertising. Among the various digital advertising platforms, Google Ads stands out as a powerful tool for B2B businesses. In this article, we will delve into the benefits of running Google Ads campaigns for B2B, explore the expected return on investment (ROI), compare it to other marketing channels, and provide a comprehensive guide on how to implement successful Google Ads campaigns.

Benefits of Running Google Ads Campaigns for B2B

Targeted reach.

Leveraging Google’s Vast User Base : Google is the world’s most popular search engine, processing billions of searches daily. This vast user base includes professionals and businesses searching for solutions to their problems. By running Google Ads campaigns, B2B businesses can tap into this massive audience and present their offerings at the right moment.

Precision in Audience Targeting : Google Ads offers a plethora of targeting options to ensure your ads reach the right people. You can target by keywords, location, device, demographics, and even user behavior. This level of precision allows you to tailor your message to a highly specific audience, increasing the likelihood of conversion.

Cost-Effective Advertising

Control Over Budget and Bidding Strategies : Google Ads provides complete control over your advertising budget. You can set daily or monthly budgets, ensuring you never overspend. Additionally, you have the flexibility to adjust your bidding strategies, focusing your budget on the keywords and audience segments that deliver the best results.

Pay-Per-Click (PPC) Model and Its Advantages : Google Ads operates on a PPC model, meaning you only pay when someone clicks on your ad. This cost-per-click system ensures that you’re not paying for ad impressions that don’t result in engagement. It’s a cost-effective way to drive targeted traffic to your website.

Measurable Results

Tools for Tracking and Analyzing Campaign Performance : Google Ads provides a suite of tools to monitor and analyze your campaign’s performance. You can track metrics like click-through rate (CTR), conversion rate, and ad spend in real-time. These insights empower you to make data-driven decisions and optimize your campaigns for better results.

ROI Measurement and Conversion Tracking : One of the significant advantages of digital advertising is the ability to track conversions accurately. With Google Ads’ conversion tracking, you can measure the ROI of your campaigns down to the penny. This data allows you to identify which campaigns and keywords are driving the most valuable leads and adjust your strategy accordingly.

Expected Return on Investment (ROI)

Factors influencing roi.

Industry Competitiveness : The level of competition in your industry can significantly impact your ROI. Highly competitive industries often have higher click costs, making it more challenging to achieve a high ROI. However, a well-executed campaign can still yield impressive results.

Ad Campaign Quality and Relevance : The quality of your ads and their relevance to the target audience are crucial. Google rewards high-quality ads with lower costs per click and better placement in search results. Crafting compelling ad copy and using relevant keywords are essential for maximizing ROI.

Landing Page Optimization : A critical but often overlooked factor is the optimization of your landing pages. If your landing pages are not designed for conversion, even the most successful ad campaigns may fall short. Implement A/B testing to refine your landing pages continually and improve your conversion rates.

Case Studies and Success Stories

Let’s take a look at a couple of real-world examples of B2B businesses that have achieved impressive ROI through Google Ads:

Case Study 1: Software as a Service (SaaS) Company

A SaaS company offering project management software approached up looking for Google Ads management for a campaign targeting small and medium-sized businesses (SMBs). By optimizing their ad copy, targeting specific keywords, and refining their landing pages, they achieved a 400% ROI within the first six months of their campaign. The key to their success was continuous monitoring and adjustment of their ad campaigns based on performance data.

Case Study 2: B2B Marketing Agency

A B2B marketing agency used Google Ads to generate leads for their services. Through meticulous keyword research and ad optimization, they achieved a 250% ROI in just three months. They found that long-tail keywords with high commercial intent were particularly effective in driving leads, showcasing the importance of keyword strategy.

Calculating and Maximizing ROI

To calculate and maximize your ROI from Google Ads campaigns, follow these steps:

Setting Clear Goals and KPIs : Begin by setting clear goals and key performance indicators (KPIs) for your campaigns. Are you looking to generate leads, increase website traffic, or boost sales? Having specific objectives will help you measure success accurately.

Continuous Campaign Optimization : Regularly review your campaign data and make data-driven adjustments. This includes optimizing ad copy, adjusting bidding strategies, and refining keyword targeting. A/B testing different ad variations can also provide valuable insights into what resonates with your audience.

Google Ads vs. Other Marketing Channels

Comparing google ads to traditional advertising.

Cost and Reach Comparisons : Traditional advertising methods, such as print or TV ads, can be costly and lack the precise targeting options that Google Ads offers. Google Ads allows you to reach a global audience while maintaining control over your budget.

Measurability and Targeting Advantages : Unlike traditional advertising, Google Ads provides detailed data on campaign performance. You can see exactly how many people clicked on your ad, which keywords drove the most traffic, and the ROI of each campaign. This level of measurability allows for more informed decision-making.

Google Ads vs. Social Media Advertising

Target Audience Differences : While social media advertising is effective for brand awareness and engagement, Google Ads excels at capturing users actively searching for solutions. If your B2B business offers solutions that fulfill specific needs or problems, Google Ads can connect you with users looking for those solutions.

Ad Format and Content Considerations : Social media advertising often relies on visually appealing ad formats and creative content. In contrast, Google Ads typically use text-based ads. Crafting compelling ad copy and choosing the right keywords become critical for success.

Google Ads vs. Content Marketing

Immediate Results vs. Long-term Strategy : Google Ads can deliver immediate results, driving traffic and leads within a short time frame. Content marketing, on the other hand, is a long-term strategy that involves creating and promoting valuable content to attract and nurture leads over time. Combining both approaches can be highly effective.

Complementary Approaches : Content marketing can support Google Ads campaigns by providing informative content that aligns with the search intent of your target audience. When users click on your ads and find high-quality content on your website, it can enhance your credibility and lead to better conversion rates.

Implementing Google Ads Campaigns for B2B

1. setting up your google ads account.

Account Creation and Structure : Start by creating a Google Ads account if you haven’t already. Organize your account into campaigns, ad groups, and keywords to maintain a structured approach.

Payment Setup : Configure your payment settings, ensuring that your billing information is accurate. You can choose automatic or manual payment options based on your preference.

2. Keyword Research and Selection

Identifying Relevant Keywords : Use keyword research tools to identify relevant keywords that align with your B2B offerings. Focus on keywords with commercial intent to attract potential customers actively seeking your products or services.

Negative Keywords and Their Importance : Implement negative keywords to filter out irrelevant traffic. Negative keywords help you avoid spending money on clicks from users who are unlikely to convert.

3. Crafting Compelling Ad Copy

Writing Effective Ad Headlines and Descriptions : Craft ad headlines and descriptions that are clear, concise, and compelling. Highlight the unique value propositions of your products or services and include relevant keywords.

Utilizing Ad Extensions : Take advantage of ad extensions, such as site link extensions, callout extensions, and structured snippet extensions, to provide additional information and entice users to click on your ads.

4. Landing Page Optimization

Designing Landing Pages for Conversion : Ensure that your landing pages are optimized for conversion. Use clear and persuasive messaging, a strong call to action (CTA), and a user-friendly layout. Remove any distractions that could lead visitors away from the conversion path.

A/B Testing and Iterative Improvements : Continuously test different elements of your landing pages, such as headlines, images, and CTA buttons. A/B testing allows you to identify what resonates best with your audience and make iterative improvements to boost conversion rates.

5. Budgeting and Bidding Strategies

Daily Budget Allocation : Set a daily budget that aligns with your overall marketing goals. Google Ads allows you to adjust your budget at any time, giving you the flexibility to scale up or down as needed.

Bidding Strategies for B2B Success : Depending on your goals, choose a bidding strategy that suits your campaign objectives. Options include manual CPC bidding, target CPA bidding, and target ROAS bidding. Experiment with different strategies to find the most effective one for your business.

6. Monitoring and Optimization

Regular Campaign Monitoring : Monitor your Google Ads campaigns regularly to track their performance. Look for trends and patterns in data, such as which keywords are driving the most clicks and conversions.

Making Data-Driven Adjustments : Use the insights from your monitoring efforts to make data-driven adjustments to your campaigns. This may involve pausing underperforming keywords, increasing bids on high-converting keywords, or refining ad copy for better click-through rates.

7. Conversion Tracking and Reporting

Implementing Conversion Tracking : Set up conversion tracking in your Google Ads account to measure the success of your campaigns accurately. Define what constitutes a conversion, whether it’s a form submission, a phone call, or a purchase.

Analyzing Campaign Performance : Regularly review your campaign performance reports to gain insights into what’s working and what needs improvement. Use these insights to refine your strategies and allocate your budget effectively.

Running Google Ads campaigns for B2B businesses offers a multitude of benefits, from targeted reach and cost-effective advertising to measurable results and ROI optimization. By understanding the factors that influence ROI and continuously optimizing your campaigns, you can achieve impressive results like the case studies highlighted in this article.

When comparing Google Ads to other marketing channels, it becomes clear that it offers unique advantages, such as precise targeting and measurability. While other channels like social media advertising and content marketing have their strengths, Google Ads can be a powerful addition to your B2B marketing strategy.

To implement successful Google Ads campaigns, follow the step-by-step guide provided in this article. From setting up your account to optimizing your landing pages and monitoring campaign performance, a well-executed Google Ads strategy can drive leads, boost conversions, and contribute to the growth of your B2B business. Embrace the power of Google Ads and watch your B2B success soar in the digital age.

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Case Study: B2B Supplier Wins With Google’s Smart Shopping Ads

September 14, 2021

Google’s Smart Shopping campaigns are fully automated, pay-per-click campaigns that use machine learning to display the right products in the right place at the right time.

In Google’s own words ,

“A Smart Shopping campaign automatically pulls product data from a feed and uses it to create Shopping ads specifically designed for your customers. Then, the campaign intelligently places these ads across different Google surfaces using bidding strategies that you choose.”

Suffice it to say, Smart Shopping can be a powerful tool for businesses looking to get their products in front of the right audience.

B2B product supplier drives results with Smart Shopping campaigns

One masonry products supplier, with the help of their Marketing Success Manager , learned just how much of an impact a properly implemented Google Smart Shopping campaign can have.

Over a three-month period, they saw 3.9M impressions, tens of thousands of clicks and hundreds of conversions — most of which came from their Google ad campaigns.

How did they do it?

Google smart shopping ads.

They drove impressions, clicks and conversions by focusing their ad spend on Smart Shopping campaigns on Google.

They connected with people actively searching for their products by targeting relevant search terms, like “mortar board” and “mortar pan.”

Content marketing

Although their number one driver of conversions was their Smart Shopping campaigns, they also drove visibility via content marketing on their website and social media profiles.

They also built a strong organic presence on Facebook by posting regularly on their timeline.

Smart Shopping campaigns on Google are a great way to get the right products in front of the right shoppers, and they work even better when you back them up with content marketing on your website and beyond.

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B2B Social Media Marketing Case Studies to Inspire You

Written by Anna Sonnenberg

Published Apr. 18 2022 · 13 min read

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Managing social media for business-to-business (B2B) companies or agency clients often seems more challenging than marketing directly to consumers. From choosing the most effective channels to deciding on the right tone of voice to creating compelling content, B2B social media marketing requires a unique approach.

So how can you successfully market a B2B company using channels like Facebook , LinkedIn, and Twitter? Check out three B2B social media case studies to inspire your strategy—no matter what stage of the sales funnel you need to target.

What Is B2B Social Media Marketing?

Strictly speaking, social media marketing for B2B companies isn’t too different from promoting business-to-consumer (B2C) organizations. Both types of companies use a variety of social channels to publish content, engage customers, and aim to get conversions. And both B2B and B2C companies tend to leverage a mix of paid and organic social media.

Even so, as you’ll see in the B2B case studies, social media marketing strategies require a few important adjustments for targeting a B2B buyer.

Let’s look at a few of the key differences.

Social channels

There’s no definitive list of social channels that B2B organizations can or can’t use. Choosing the right channels for your company is generally a case-by-case situation that requires audience and market research.

But some social channels naturally work better for B2B businesses because of their user base and native tools. For years, LinkedIn and Facebook have stood out as the most popular B2B marketing channels . However, many businesses also use Twitter to connect with customers and YouTube for long-form video.

Target customers

When marketing their products and services, B2C companies generally speak directly to individual customers. These target customers can make their own decisions for themselves or their families.

In contrast, B2B companies target other businesses. To get buy-in from companies or departments, marketers typically have to target decision makers with various levels of authority.

Tone of voice

Don’t assume that B2B marketing has to sound stiff or formal. After all, B2B marketing material often targets chief executive officers (CEOs) and other powerful decision makers.

But there’s no rule that B2B content has to sound stuffy—or that it can’t include emojis. Instead, B2B content should use a brand voice that fits your company’s image and values. And keep in mind that conversational content is almost always the best way to connect with the human decision makers you’re targeting.

Content tools

As a social media manager, you can access the same set of tools whether you’re working with a B2B or a B2C company. However, some tools are much more valuable for B2B marketers because of the sales cycles and decision-making processes involved.

Some of these B2B content tools include the following:

• Lead magnets that encourage prospects to provide their contact details in exchange for a high-value asset. For example, you may offer case studies or white papers.
• Webinars and product demos that require prospects to register to access exclusive knowledge or a closer look at your product.
• Native lead forms that allow prospects to request more information about your products and services without leaving the social media platform.

Use Cases for B2B Social Media Marketing

Now you’ve got an idea of how B2B content often looks and sounds. But what are the most effective ways to use it? Before we delve into social media B2B case studies, let’s look at how to align this content with your sales funnel.

Boost awareness

Is your business new to the market or seeking to expand its customer base? In either case, increasing awareness is essential for growth.

With awareness-focused social content, you can introduce your business to new products. You can also put your products and services on potential customers’ radar. Over time, you can highlight features and benefits to make prospects aware of the value your business offers.

Take a look at the ClickUp Facebook ad above, which is great for brand awareness. The eye-catching creative uses a succinct tagline to tell prospects exactly what the app does. The subheading lists three key aspects of the productivity app, so people instantly understand how it works.

The caption uses a CTA that encourages prospects to use the app to boost productivity. And it seals the deal with a pretty impressive takeaway: The app can help you “save one day a week.”

Establish trust

Most B2B companies aren’t selling frivolous items. Instead, the products and services that these companies offer can make a measurable impact on their customers—helping them work more efficiently, produce better results, reach higher goals, and grow their own businesses.

That’s why establishing trust should be a key part of any B2B company’s marketing strategy. You can use channels like Facebook and LinkedIn to share social proof, publish thought leadership, and communicate your company values.

The Outreach Facebook ad above seamlessly handles credibility. The creative boldly confirms the company’s status as an industry leader. The caption quotes a well-known third-party source to communicate the company’s position in the industry, effectively building on preexisting trust.

The ad points to a third-party report prospects can download learn more about Outreach. By offering this report in exchange for prospects’ contact details, the company can begin collecting and qualifying leads.

Generate leads

Once prospects trust your business and understand what it offers, they may be ready to take the next step. When you turn prospects into qualified leads, you can start nurturing your relationship with more targeted content.

Social channels offer countless opportunities for organic lead generation . After all, you can easily post links to lead magnets and webinars on your social profiles. But these channels are particularly effective at paid lead generation. For example, channels like LinkedIn and Facebook offer high-performing native lead ads.

Above, the Facebook ad by IT Glue offers a helpful checklist to prospects seeking to automate IT processes. This simple lead magnet is great for helping prospects solve a problem while learning more about the company.

Below, the Miva, Inc. LinkedIn ad takes a similar approach. In exchange for prospects’ contact information, it offers a downloadable five-step assessment designed to guide people through problem-solving.

Convert prospects

In many cases, you can use social media content to give prospects that final nudge from qualified lead to happy customer. Depending on the nature of your product or service, linking to a free trial, a paid subscription, an e-commerce page, or a sales page could drive conversions.

When you want prospects to convert, you need to think about creative ways to incentivize them. Free add-ons, limited-time offers, and limited-quantity discounts can all prompt qualified leads to take that final step.

Above, the Cardata LinkedIn ad captures prospects’ attention with a promise to streamline vehicle reimbursement calculations. The copy and creative both feature social proof that inspires trust, and the CTA prompts prospects to give the app a try.

Below, the Shopify Facebook ad catches prospects’ eyes with a promise to help scale their businesses. The caption lists several features e-commerce business owners are likely to need, and the creative prompts them to get started with a free trial.

Support customers

Once you convert customers, you can use social media to help them maximize the value from their purchase. It’s a good idea to think beyond customer support and brainstorm ways to help customers use your product or service more effectively.

For example, you can share advanced tips to help customers get more out of your product or service—and pique the interest of prospects at the same time. You might also discuss your loyalty program or spotlight longtime clients. These tactics allow you to give clients the accolades they deserve while also turning them into advocates for your business.

Above, the LinkedIn ad by Elementor targets people who are already familiar with the company’s website builder. By introducing a new product, the company can upsell to existing customers and deepen the relationship.

Three B2B Social Media Case Studies to Inspire You

Wondering how real-life B2B companies have applied these tactics on social media? Take a look at three B2B social media marketing case studies to get ideas for your business’s own strategy.

1. Turface Athletics and Profile Golf

Turface Athletics and Profile Golf, two brands under the Profile Products umbrella, worked with Elevation Marketing to address social media engagement for their B2B profiles. Take a look at what they achieved.

Both brands are well-established in their respective niches. Turface Athletics provides field maintenance products for athletic fields, and Profile Golf specializes in golf course maintenance solutions.

Despite their strong positions in their respective markets, both brands were experiencing low engagement across social media channels. Although the brands published social media content consistently, they did so from a single company profile on a limited range of channels.

As a result, the B2B company struggled to increase awareness or drive consideration among new potential customers. That meant they weren’t leveraging social media marketing effectively or using available tools to reach business goals successfully.

First, the agency conducted market research to get up to speed on industry trends and competitor strategies. The agency also performed a social media audit to review past performance and assess best practices for positioning the brands going forward.

After the preliminary research and audit phase, the agency determined that the brands would benefit most from a full-scale social media strategy across major channels. The agency proposed to plan engaging content designed to attract the brands’ target audiences.

In addition, the agency proposed to create distinct brand presences for Turface Athletics and Profile Golf on Twitter and Facebook. Doing so would allow the two brands to differentiate themselves, reach more relevant audiences, and (periodically) share or distribute each other’s content to increase reach and engagement.

The agency also designed an influencer marketing program to improve the brands’ Instagram presence. Ideally, partnering with influencers would give the brands access to more lifestyle photography while improving brand loyalty.

Over a six-month period, both brands saw impressive growth across all social media channels. The Turface Athletics Facebook page saw a 268% increase in engagement and a 44% increase in impressions, which suggests that the content truly resonated with the target audience. The strategy also drove 74% more web visits, a significant increase to the brand’s web  traffic.

During the same period, content for the new Facebook page and Twitter profile for Profile Golf generated nearly 35,000 impressions. It also drives a 253% increase in web visitors.

Ultimately, building out new B2B social profiles and attracting followers can be resource intensive. But this case study shows that creating content that truly resonates can build brands and reach marketing goals effectively.

Semrush, a software as a service (SaaS) company specializing in search engine optimization (SEO) tools, worked with Walker Sands to improve its Twitter presence.

As a long-established brand in the SEO space, Semrush already had a presence on Twitter. However, the SaaS company had struggled to differentiate itself from its many competitors. As a result, brand recognition, product awareness, and conversions weren’t as high as they could be.

By partnering with Walker Sands, Semrush aimed to improve engagement and increase brand loyalty. The SaaS company also wanted to set itself apart from competitors.

First, the agency used a combination of social listening and competitive research to pinpoint industry trends and understand how similar brands were using Twitter. Using this research, the agency recommended that Semrush adjust its brand guidelines for this social channel, essentially creating a separate, humor-focused persona for its Twitter profile.

To fine-tune this new brand voice, the agency developed Twitter content based on product and industry topics and recurring themes. The agency balanced content that promoted Semrush products with tweets that appealed to the brand’s audience of experienced digital marketers.

In addition, the agency used social listening tools to monitor and chime in on trending topics. This tactic allowed Semrush to join viral conversations and discuss relevant news in a timely fashion—further increasing the brand’s reach.

Semrush began to realize results quickly. In the first month, the social media marketing plan generated over 250,000 impressions and nearly 18,000 engagements. The engagement rate exceeded 7%, demonstrating how well the content resonated with the target audience.

Although Semrush is in a crowded space with numerous well-established competitors, the brand was able to distinguish itself on Twitter. As a result, Semrush improved brand sentiment and gained share of voice.

3. Collective Data

Collective Data, a fleet management SaaS company, worked with Sculpt to streamline its lead generation process and improve its lead conversion rate.

The SaaS company aimed to expand its presence in a specific market and secure more qualified leads across the nation. However, the marketing team’s activities didn’t necessarily align with the sales team’s ambitious goals.

First, Sculpt worked with Collective Data to outline buyer personas for the newly expanded market. The agency also mapped out the customer journey to identify key points to target or remarket to the new audience. To establish goals, the agency set cost-per-lead and cost-per-demo targets for the company’s campaigns.

To reach the company’s target audience of law enforcement professionals, the agency worked with Collective Data to build LinkedIn ad campaigns. The company focused on LinkedIn’s native lead forms, which allow prospects to provide contact information without leaving the platform.

To get more value from their efforts, the agency launched paid search and display remarketing pay-per-click (PPC) campaigns using Google Ads. The SaaS company also invested in conversational marketing tools to engage potential customers on other channels and guide them through the sales funnel.

As a result of these combined efforts, Collective Data achieved an 8-12% lead conversion rate from online advertising. Compared to the SaaS company’s previous lead acquisition methods, these efforts decreased the average cost-per-lead by 70%. In addition to helping the B2B company expand into a new market, this outcome contributed to a significant cost savings.

Aligning marketing and sales isn’t always a smooth process. By clarifying customer personas and journey maps from the beginning and setting up complementary cross-channel campaigns, the agency successfully partnered with Collective Data to improve leads and conversions.

Wrapping Up What We’ve Learned About B2B Social Media Marketing

From boosting brand awareness to generating leads, these B2B social media case studies illustrate how businesses can reach target audiences and get results using the right channels. Use these case studies and use cases to guide your team in developing an effective social media strategy for your B2B company or agency clients.

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CodeSignal's Google Ads Success

284% increase in qualified leads and 46% cpl decrease.

Teaming up with Llama Lead Gen, CodeSignal embarked on an ambitious Google Ads campaign with the goal of redefining their digital marketing presence in the competitive landscape of software engineering talent assessment and recruitment.

The focus of the campaign was on creating a data-driven, strategically diversified approach to not only elevate brand awareness but also drive user engagement and conversions efficiently. The case study underscores the innovative strategies employed and the tangible results achieved through this collaboration, demonstrating a significant reduction in cost per lead and a notable increase in overall campaign effectiveness.

#GoogleAdsSuccess

#DataDrivenMarketing

#PerformanceMax

#ConversionOptimization

#SoftwareEngineeringAds

We brought on Llama Lead Gen to audit our paid Google Search, Display, and Video campaigns, and help us optimize our campaigns at a lower spend. Llama Lead Gen is always responsive and goes above and beyond with responding to our requests. They always offer to help out and implement changes wherever necessary.  We saw lowered Cost per Acquisition and improved ROI on ad spend. What's most impressive to me is the breadth of their solutions. We initially brought them on only for paid Google ads but because of the quality of work we were able to expand them to Marketo as well.

Seth Anderson

Senior Marketing Manager @ CodeSignal

An Introduction to CodeSignal’s Google Ads Journey

Client overview.

CodeSignal is a technology company specializing in coding assessments and technical interviewing platforms. They aim to create an unbiased and effective method to evaluate and engage software engineering talent. 

Through their range of products, they aim to assist companies in identifying the best coding talents and help individuals showcase their skills to potential employers. Their goals encompass democratizing the technical hiring process and ensuring an efficient and fair evaluation of skills.

Campaign Objectives

CodeSignal’s Google Ads campaigns were strategically designed to meet several key objectives. The company aimed to boost brand awareness and reach across the tech industry significantly. Engagement with their platform was also a focal point, intending to drive more user interaction and participation from companies seeking to hire and individuals seeking to demonstrate their coding abilities. 

Ultimately, the campaigns were also directed towards increasing conversions, particularly regarding new client acquisitions, platform sign-ups, and usage of their assessment tools. The campaigns targeted growth, recognition, and user engagement within their targeted markets.

With CodeSignal’s average cost well into the several thousands of dollars, their ideal CPL when we were brought on was hovering around $1,000. With our strategy and efficiencies, we brought that number down quite significantly to ~ $200 .

Flight dates.

The CodeSignal Google Ads campaigns were carried out over an extended period, starting from January 2022 and running presently. This time frame allowed for a comprehensive, long-term marketing strategy encompassing seasonal trends and market changes. By spanning for multiple years, the campaigns could be continually optimized and adjusted in response to performance data and market insights, thereby maximizing the effectiveness of the advertising efforts.

Campaign Strategy

Types of campaigns.

Display Campaigns : These were used to visually engage users across different websites, applications, and platforms. With visually appealing ads, CodeSignal was able to capture attention and direct traffic to their site.

Video Campaigns : Through engaging video content on platforms like YouTube, CodeSignal shared insights about their products and how they add value. This visual and interactive approach helped build a deeper connection with potential users.

Search Campaigns : This was divided into Branded and Non-Branded campaigns.

Branded : Focused on keywords related to CodeSignal's brand, these campaigns aimed to capture users explicitly searching for their products.

Non-Branded : Targeting broader coding and technical keywords helped reach users who might be interested in their services but weren't searching for CodeSignal directly.

Performance Max Campaigns : These campaigns were designed explicitly for optimizing conversions. By utilizing machine learning and automated bidding, CodeSignal was able to maximize its reach and engage users more likely to convert.

Budget Allocation

The budget was strategically distributed across various campaigns to maximize ROI:

Display Campaigns: 4%

Video Campaigns: 17%

Search Campaigns (Branded): 31%

Search Campaigns (Non-Branded): 37%

Performance Max: 11%

This allocation allowed CodeSignal to balance brand awareness and conversion goals effectively.

Target Audience

CodeSignal's target audience primarily consisted of tech companies, hiring managers, recruiters, and individual coders or software engineers. Different campaigns were tailored to engage these segments:

Display and Video Campaigns : Aimed at building brand awareness among tech companies and individual coders.

Discovery and Search Campaigns (Non-Branded) : Targeted recruiters and hiring managers looking for assessment tools but not necessarily familiar with CodeSignal.

Search Campaigns (Branded) and Performance Max : Designed to capture those already interested in CodeSignal or actively looking for their specific services.

By understanding the diverse needs of these audience segments, the campaigns were crafted to resonate with each group and drive engagement, reflecting CodeSignal's multifaceted approach to the market.

Performance Metrics and Analysis

Performance metrics over 2 year period.

Jan 1st, 2022 through Dec 31, 2023

Yearly Breakdown

CPL: $272.85 

Form Submits: 1,218

eCPC: $3.55

Spend: $1,066,578

CPL: $135.58

Form Submits: 4,675

eCPC: $2.64

Spend: $633,839

Key Insights and Learnings

Successful campaigns.

Branded Search, Non-Branded Search and Performance max are attributed with high CTR and most cost-effective leads:

Campaigns with High CTR

Branded Search (15.98%)

Non-Branded Search (4.94%)

Performance Max (3.88%)

Campaigns with Most Cost-Effective Leads

Search (all) ~ $200 at its most effective

Performance Max ~ $113 at its most effective

Assessing CodeSignal’s Google Ads Campaign Outcomes

The latest Google Ads campaign for CodeSignal has produced some impressive results. The numbers tell a clear story: over 35 million impressions, a noticeable jump in the number of forms submitted this year, and a 46% CPL decrease YoY . 

Analyzing the return on advertising spend (ROAS), the shift from a CPL of $272.85 in 2022 to $148.13 in 2023 indicates a movement towards a more profitable trajectory. It seems the decision to focus the majority of the advertising budget on search-related ads was well-founded.

Branded Search campaigns, in particular, have seen a high rate of user clicks, indicating that when people search for CodeSignal by name, they're interested in what they find. This campaign wasn't just about getting CodeSignal's name out there; it was about making sure that name meant something to the people who saw it. And that's exactly what happened – a well-planned strategy that led to a successful connection with the target audience.

Maximize Your Google Ads Impact with Llama Lead Gen

Navigating the intricacies of Google Ads can be a complex affair, but you don’t have to go it alone. 

Partner with Llama Lead Gen, and let's replicate the success seen with CodeSignal's campaign for your business. 

With a track record of turning clicks into connections, we're poised to help you make your mark with a targeted, data-driven approach. 

​ Reach out and let's transform your Google Ads outcomes together.

Transform Clicks into Customers – Partner with Us for Google Ads Excellence

Ready to take your Google Ads marketing  efforts to the next level? 

Struggling to effectively and efficiently budget your marketing campaigns? Save time, money, and resources by hiring Llama Lead Gen as your marketing experts.

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B2B SaaS Marketing Case Studies: How We Ramped up SEO, Paid, and Demand Gen Results for 14 SaaS Companies

Last updated: November 23rd, 2023

In our article on why we chose to be a B2B SaaS marketing agency , we lay out the 3 primary reasons why we landed on SaaS as our vertical of focus. The first being that we’ve developed a deep understanding of the common marketing problems that SaaS businesses face.

We describe in the post that the biggest theme we see is a tendency for SaaS marketers to do “tactics without strategy.” As a result, they run into a slough of problems. For example:

• Lagging behind in organic search rankings
• High click costs on platforms like LinkedIn and Facebook
• Hitting ceilings with their Google Ads spend

The core of the problem is usually the same:  their tactics aren’t being coordinated to work together in a system. And they haven’t structured their processes in a way that helps them make iterative improvements over time.

This is what led us to develop Predictable Growth, our SaaS marketing strategy  for demo and trial based B2B businesses.

In this article, we summarize 14 B2B SaaS case studies where we used this growth strategy to achieve substantial increases in lead generation and revenue for our clients. We’ll cover:

• The exact problems they were struggling with before coming to Powered By Search.
• How we analyzed their campaigns and diagnosed issues.
• The exact strategies we used to solve these problems.
• The results produced from these strategies.

Let’s jump into it.

Table of Contents

Holistic demand generation case studies.

• Growing ARR 50% in 2 Years by Improving Lead Quality and Volume Through Paid Channels and Organic Search for a Landscaping SaaS
• A 68% Increase in Enterprise Sign Ups within 100 Days by Accelerating Google Ads & LinkedIn Ads for B2B Cybersecurity SaaS
• Scaling Enterprise Customer Base With Organic and Paid Media Strategies For a Data Governance SaaS

Paid Media Case Studies

• Growing SQL Volume and Quality Through Facebook Ads For A Restaurant POS SaaS
• Deploying Awareness and Consideration Campaigns to Promote Sales Activity For an EHR Platform
• Scaling Facebook Ads Awareness Campaigns For a GPS Fleet Tracking SaaS
• Increasing Demos by 41% with Paid Media for an RFP Software Solution
• Leveraging Target Account Lists of Competitor Customers to Acquire MQLs with LinkedIn Ads for a Fundraising Software SaaS
• Reducing CAC While Increasing Lead Quality and Quantity Through Google Ads For a B2B Customer Service SaaS
• Reducing Ad Spend While Increasing Sales For a B2B Fitness SaaS
• Reducing Wasted Spend and Driving Down CPA with an Omnichannel Paid Media Strategy for a Master Data Management SaaS

SEO & Content Marketing Case Studies

• Improving SEO ROI By Increasing Rankings For High Purchase Intent Keywords For Expense Tracking SaaS
• Improving Organic Lead Quality and Quantity For a Publicly-Listed Cybersecurity SaaS
• A 9x Year-Over-Year Increase in Organic Traffic by Refreshing Blog Content for ClickFunnels

If you’re a B2B SaaS company  wanting to breach your own growth ceilings, schedule a Free SaaS Scale Session to learn about how we can help your business grow through paid media and SEO .

1. Holistic Demand Generation Case Studies

Results achieved from our multi-channel B2B SaaS marketing programs that holistically join Paid Media, SEO, and demand generation efforts.

1.1 Growing ARR 50% in 2 Years by Improving Lead Quality and Volume Through Paid Channels and Organic Search for a Landscaping SaaS

You can read the full case study here: How We Added Millions in ARR to Structure Studios’ Revenue

When Structure Studios first approached us, they struggled to acquire customers through paid media and SEO efforts profitably and weren’t sure how to improve their strategy.

Here were just a few specific issues on their radar that caused them to reach out:

• They’d been trying to rank a product page for the keyword ‘landscape design software’ for a year and hadn’t breached page 1 — which they suspected was due to technical SEO issues.
• They’d reached a ceiling with their ad performance through both search and social and thought there was more opportunity there if they could figure out how to improve those efforts.
• They knew they weren’t following tracking and attribution best practices, but didn’t have the time or know-how to get it sorted out.

A deeper analysis following our Predictable Growth methodology also uncovered lead quality challenges.

Their existing strategy consisted of Google Ads aimed at bottom-of-funnel keywords, a couple live Facebook Ads (also with a bottom-of-funnel focus), and partially optimized product pages that weren’t gaining traction in search engine rankings.

Here’s how we tackled these challenges:

• Improved technical SEO by using our content architecture framework to eliminate cannibalization issues. Cannibalization means multiple pages on their site were competing for the same target keyword (‘landscape design software’).
• Added depth to key pages lacking comprehensiveness by describing their prospects’ pain points and how their product helped to solve them.
• Revamped Google and Facebook ads to reach a wider audience, improve lead quality, and add attribution. Specifically, we sorted users into useful categories (e.g., lead, free trial user, purchaser) and defined negative keywords to filter out B2C customers.
• Improved ad messaging by targeting exclusively professional landscapers.
• Implemented Google Display Network to create product awareness with high funnel prospects.
• Boosted conversions from ads by improving content relevancy depending on the prospect’s stage in the buying cycle. For mid and higher funnel prospects, we sent them to landing pages optimized with explainer videos to capture interest. For mid and lower funnel prospects, we provided pain point focused content and introduced them to the client’s solution.

Results Achieved

• Grew ARR by 50% over the course of two years.
• Landscape design product page eventually rose to position 1 in Google search results and organic traffic also saw a significant increase.

1.2 A 68% Increase in Enterprise Sign Ups within 100 Days by Accelerating Google Ads & LinkedIn Ads for B2B Cybersecurity SaaS

When this client came to us, they struggled with low demo volume (sometimes just 1-2 demos per month) and wanted to build a more effective marketing strategy to predictably generate more qualified demos each month.

As an enterprise solution, their buyer journey is often several months long and requires buy-in from multiple stakeholders.

At the time, they were running various disjointed marketing campaigns, though as none of them worked together, they weren’t seeing a great ROI from any of them.

To solve this, we focused primarily on Google ads (Search and Display) and LinkedIn ads, paired with an SEO and content program.

Here’s the approach we took to solve these problems:

• Improve lead quality by revising keyword targeting & implementing Gmail filter for HubSpot forms.
• Ongoing and consistent review of search query reports to negate irrelevant queries.
• A/B testing dedicated PPC landing page vs. website landing page for API security, and analyzing heat map data to identify opportunities for conversion rate improvement.
• Importing lead audience from Hubspot to leverage for demo remarketing.
• Refining targeting in LinkedIn Ads to improve accuracy of ICP targeting.
• SEO scorecarding & technical implementation to improve visibility in search.
• Organic content optimization mapped to each stage of the buyer journey.

Results Achieved:

In the first 100 days of our engagement:

• They saw a 68% increase in Sign Up volume quarter-over-quarter
• MQL disqualification rates decreased from 84% to 18%.
• Closed first PPC-attributed deal within a 2 month buying cycle (normally 6-9 months).

1.3 Scaling Enterprise Customer Base With Organic and Paid Media Strategies For a Data Governance SaaS

This data governance SaaS is in a highly competitive market, up against large Cloud 100 organizations, and they came to us wanting to aggressively scale their enterprise customer pipeline.

Their initial marketing strategy consisted of various random acts of marketing (some content marketing, some paid media, etc.), but these marketing channels didn’t work together to deliver a frictionless buyer experience.

As this client sells software to enterprise customers, the average buying cycle is typically several months long and highly complex, involving multiple stakeholders and executives. This meant that any friction in the marketing funnel could easily cause the prospect to lose interest.

To solve this, we implemented a holistic demand generation strategy to consistently attract, engage, and nurture prospects across the entire marketing funnel.

Specifically, here’s an overview of the strategy we implemented:

• Targeted high purchase intent keywords to attract only right-fit traffic. Previously, they were driving topically relevant traffic, though many of the visitors weren’t qualified prospects.
• Optimized the blog architecture to improve the user experience and help boost average rankings.
• Implemented a LinkedIn ABM campaign that targeted the right people at their ideal companies rather than generic personas. We also remarketed to these people so that our client was top of mind when these prospects were ready to buy.
• Created unique landing pages for data lineage and data catalog keywords to improve conversion rates of captured leads.
• Increased share of voice with organic impressions for the brand name growing by 124% year-over-year:

• Achieved 91% more demo requests quarter over quarter and 6x more demo requests year over year.
• Lead conversion rates from Google Ads increased from 3% to 4.2% quarter-over-quarter.
• LinkedIn ABM campaign generated 91 leads in Q1, at a CPL of $38.76.

• Increased organic leads by 189% increase in year-over-year organic leads from SEO and content marketing.
• Increased non-branded organic traffic by 92% over a period of 3 quarters.

2. Paid Media Case Studies

Results we’ve achieved with Paid Media including Google Ads, LinkedIn Ads, Facebook Ads for search, display, remarketing, and ABM.

2.1 Growing SQL Volume and Quality Through Facebook Ads For A Restaurant POS SaaS

Read the full case study here: How We Grew TouchBistro’s SQL’s to over 135 Demos per Month through Facebook Ads

When TouchBistro came to us a few years back, they’d reached a plateau in their Facebook Ads campaigns (their main paid media channel), and didn’t know how to generate more high quality leads.

Simply increasing ad spend wasn’t a viable option as their ads consistently produced diminishing returns.

After extensive analysis, we discovered they were targeting the wrong user base segment throughout the entire funnel.

While their ad messaging and targeting focused strictly on restaurant owners, the restaurant managers and servers were the ones experiencing the pain points solved by TouchBistro’s product.

In addition, there were some issues with their landing pages, including multiple conflicting calls to action (CTAs), no testimonials and other trust building social proof points, no case studies or customer examples, and exclusively using static content (text and images only).

Here’s the strategy we implemented to solve these problems:

• Improved targeting and messaging by shifting from restaurant owners to restaurant staff, and changed the ad messaging and creative to stand out to servers.

• Improved ad engagement by highlighting the benefits of that solution: eliminating the stressful and exhausting back-and-forth between table and counter, increasing efficiency (more turnover = more tips), and replacing manual order-taking with a digital solution that neither taxes the memory nor requires restaurant employees to decipher one another’s hurried handwriting.
• Optimized landing pages by focusing on one primary CTA as opposed to two equally weighted CTA’s, adding customer testimonials to build trust and credibility, replacing stock images with real images of customers using their product, and implementing explainer videos to provide more engaging and educational content on their landing pages.
• Achieved a new record of generating 135 Leads in a single month.
• Significantly increased ad engagement (shares, comments, and likes) as servers interacted with the post.

2.2 Deploying Awareness and Consideration Campaigns to Promote Sales Activity For an EHR Platform

You can read the full case study here: How We Helped PointClickCare Get Over 2000 Leads with LinkedIn Ads

When PointClickCare, an established Electronic Health Record (EHR) platform, first approached us, they were struggling to fill their pipeline with more qualified demos.

As a leading EHR solution, they were evolving rapidly and wanted to play at a higher level, so they wanted to try investing in new channels to generate more qualified leads.

Here’s the strategy we implemented to help them achieve this goal:

• Deployed a combination of static, in-feed, and video ads to ensure target audiences were engaged with minimal ad fatigue.
• Refreshed existing e-books and guides into shorter, goal-oriented, and highly digestible content for easier consumption.
• Leveraged target account lists to convert highly targeted ideal client avatars into MQLs.
• Generated over 2,000 LinkedIn Leads in 2 Quarters
• Drove 2063 leads at a cost of only $10 per lead in the highly competitive healthcare niche
• Used LinkedIn Lead Gen ads to convert highly targeted ideal client avatars into MQLs.
• Converted longer content upgrades into short, actionable, goal-oriented, and easy to consume cheat sheets.
• Achieved a 24% opt-in rate to prove high customer-offer fit.

2.3 Scaling Facebook Ads Awareness Campaigns For a GPS Fleet Tracking SaaS

You can read the full case study here: B2B SaaS Facebook Ads Case Study: Scaling MQLs to 60/Month for Titan GPS

Titan GPS provides fleet management solutions for logistics, trucking, construction, and energy industries.

When they came to us, they struggled to make gains in an increasingly competitive market. For example, one of their competitors had recently tripled its Google Ad spend, which caused their average cost per acquisition (CPA) to double.

Therefore, they needed to figure out a different method to profitably acquire customers.

Since Google was quickly becoming a crowded and expensive channel, we decided to expand their PPC efforts to include Facebook as well.

Here’s the exact strategy we executed:

• Leveraged lead magnets and free download offers to drive pipeline related to legal changes to ELD (electronic logging devices) for commercial motor vehicles in USA and Canada.
• Created Facebook lookalike audiences based on existing customers in their CRM (HubSpot) to yield higher quality prospects.
• The “why”: “Still using paper HOS logbooks?”
• The “who it’s for”: “Commercial drivers and fleets”
• And the “what”: “Electronic logbook app”

• Deployed Powered by Search’s ‘pro without con’ messaging to bolster communication of prospect pain points, and the benefit of Titan GPS’ solution.

• Optimized dedicated landing page using Powered by Search’s B2B SaaS landing page framework to ensure continuity from Facebook ad engagement to conversion.

• Acquired 300 MQLs over a 5 month period from awareness and consideration campaigns to generate pipeline from impacts to changing industry mandates.

2.4 Increasing Demos by 41% with Paid Media for an RFP Software Solution

You can read the full case study here: How We Helped Loopio Increase Demos by 41% Quarter Over Quarter and Achieve Consistent Growth

Loopio, an RFP software solution, wasn’t really stuck when they first reached out to us. Their paid media was performing well enough, but they wanted to scale demo volume.

The problem was that while Google ads had been a great source of high-quality leads, they knew they would soon max out their bottom of funnel prospecting campaigns and needed an alternative strategy to continue scaling.

They also wanted to try some new growth channels.

To solve this, we took an omnichannel approach to their paid media strategy by using a combination of Google ads (Search and Display), Bing ads, Facebook Ads , LinkedIn ads, and YouTube ads.

Here are some details on how we executed this strategy:

• Bottom funnel re-engagement through remarketing
• Demo sign ups for consideration
• ‘First touches’ with prospects to generate awareness
• Deployed explainer video campaigns on LinkedIn Ads, Facebook Ads, and YouTube to drive awareness and consideration.
• Consistently optimized campaigns by A/B testing ad copy, creative, and landing page content.
• Quarterly increase in demos booked from Google Ads by 45%
• Quarterly increase in demos booked from LinkedIn Ads by 37%, while driving an 18% reduction in CPA with only a 6% increase in media spend.
• Quarterly increase in demos booked from Bing Ads by 21%
• 13 webinar registrations at a CPA of $139 in a flighted short-term LinkedIn Ads campaign.

2.5 Leveraging Target Account Lists of Competitor Customers to Acquire MQLs with LinkedIn Ads for a Fundraising Software SaaS

When we got started, this fundraising SaaS was already targeting a list of ideal customers but needed help figuring out how to profitably reach and convert these prospects to profitably generate MQLs and SQLs.

Here’s the strategy we used to help them solve this challenge:

• Defined a target account list from a list of a key competitor’s potential customers, plus our client’s relevant contact lists in their CRM (HubSpot).
• Developed targeting, messaging, and ad copy for LinkedIn Ads campaigns to reach relevant job titles at target account list organizations and engage with ads that addressed the gaps and unresolved pain points of the competitor’s solution (in this case, security & data transparency issues, limited software functionality compared to our client’s solution).
• Launched LinkedIn Lead Ads to promote relevant gated resources (e-books, cheat sheets, infographics) for collecting contacts.
• Leveraged remarketing campaigns to nurture contacts with additional content and pitched bottom-funnel prospects to book a demo.
• Implemented Powered by Search’s competitor comparison landing page playbook (and again leveraging remarketing to nurture visitors down the funnel.)

• Reduced CPA to just $40 with their LinkedIn Ads prospecting campaign which generated over 59 leads (4-figure ACV).

2.6 Reducing CAC While Increasing Lead Quality and Quantity Through Google Ads For a B2B Customer Service SaaS

This team came to Powered By Search because they wanted to reduce their cost per SQL and increase the quality and quantity of trial users at the same time.

Achieving these goals simultaneously is challenging, but with shifting budgets, they had to figure out a way to reduce CAC and make it work.

We decided to focus on Google ads (Search and Display), and here’s the strategy we implemented:

• Restructured campaign locations and languages, added new ad variations, tested bid strategies, and optimized lead quality.
• Implemented agile performance forecasting to align on accurate Cost/SQL goal, adjusting from €450 > €400-550 > €375 > €260 over a 90 day period to refine success criteria and campaign activities based on holistic pipeline performance.
• Implemented our Hypothesis Testing Log for iterative testing to increase performance within CAC targets.

• Reduced cost per SQL by 38% from €643 to €396 in under 90 days.
• 72% improvement in average conversion rate from 2.4% to 4.2% quarter-over-quarter, exceeding the SaaS industry benchmark average of 3.75%.
• Exceeded quarterly SQL target by 17% (704 actual vs. 600 target).
• Exceeded quarterly customer target by 11% (164 actual vs. 148 target).

2.7 Reducing Ad Spend While Increasing Sales For a B2B Fitness SaaS

You can read the full case study here: B2B SaaS Case Study: How We Improved Sales by 5% with 30% Less Ad Spend

This client was running Google and Facebook ads before coming to Powered By Search, but they weren’t profitably acquiring customers with either channel.

In fact, they were spending 180% of their PPC budget and couldn’t pinpoint where the budget was being wasted.

They’d been working with an agency that “set it and forgot it,” and now they needed to figure out where the strategy went wrong.

After analyzing their Google Ads strategy, we discovered they were running outdated bidding strategies and wasting a lot of money displaying prospecting ads to existing customers.

Their Facebook ads weren’t converting very well either, and we discovered that their ad campaigns were structured based on audiences, rather than objectives — an approach more common in eCommerce.

To solve these issues, here’s the strategy we implemented:

• Re-allocated budget away from prospecting ads to existing customers with negative keywords and audience exclusions (based on Salesforce active user lists).
• Restructured Facebook Ads campaigns to focus on objectives versus audiences.
• Pruned non-performing campaigns on Google Ads and Facebook ads that were spending money but not generating conversions.
• Reduced wasted spend on Facebook ads campaigns by 36%
• Reduced wasted spend on Google Ads campaigns by 23%

Here you see the blue line (clicks they were paying for) drop dramatically, while the red line (conversions) remained steady:

2.8 Reducing Wasted Spend and Driving Down CPA with an Omnichannel Paid Media Strategy for a Master Data Management SaaS

This B2B SaaS was struggling to efficiently drive results from its paid media campaigns.

Like many of the other case studies here, they were overspending on campaigns and had a low conversion rate of about 1%.

In addition, the prospects that did sign up for demos were usually unqualified, suggesting their ad targeting was poor. In fact, many of the leads signing up for demos were students rather than enterprise buyers!

Unfortunately, they couldn’t figure out why their ads weren’t performing because they were using fragmented data to analyze campaigns, and their reporting was often inconsistent.

We ultimately decided to take an omnichannel approach that focused on Google ads (Search & Display), Bing ads, LinkedIn ads, Facebook ads, and Twitter ads. Then, to solve their problems, here’s the strategy we implemented:

Then, to solve their problems, here’s the strategy we implemented:

• Restructured and re-configured inherited campaigns to reduce wasted spend and double-down on high performing keywords, ad copy, creative, and offers.
• Continuously tested ad creative, ad copy, and lead magnets across all paid channels.
• Ongoing optimization of audiences on LinkedIn and Facebook from lookalikes, exclusion audiences, and target account lists. Leveraged third party solutions such as Clearbit for improving Facebook audience targeting.
• Collaborated with the client team to develop high-converting creative and lead magnets to drive MQL performance on Facebook and LinkedIn. We also refreshed and hyper-targeted offers to reduce audience fatigue and stand out from generic competitor efforts.
• Reduced average CPA for Google Search campaigns by 64% quarter-over-quarter from $1,415 to $510
• Month-over-month conversions increased by 127%, with an increase of 181% in net MQLs across all paid channels in the first 100 days.
• Increased conversion rates on the website from paid traffic by 200% quarter-over-quarter.
• Reduced Linked Lead Ads CPA for prospecting campaigns by 60-70%, quarter-over-quarter.
• Drove 173 MQLs (48% of the total MQL goal for all paid channels) in a single quarter with Facebook Ads.
• Improved omnichannel efficiency by leveraging Twitter Ads with $0.18 CPC, driving 66k clicks and nearly 800k impressions.

3. SEO and Content Marketing Case Studies

Results we’ve achieved for our B2B SaaS clients with SEO and Content Marketing.

3.1 Improving SEO ROI By Increasing Rankings For High Purchase Intent Keywords For Expense Tracking SaaS

Read the full case study here: SaaS SEO Case Study: Increasing Hurdlr’s Google Rankings 70% for 21 Strategic Keywords

Hurdlr, an automatic business expense and mileage tracking app, approached us because their SEO and traffic was flatlining.

Their talented in-house team had already done a great job building a solid foundation, but they were beginning to feel stuck and didn’t really know how to keep growing.

Specifically, they wanted to improve the following metrics:

• Conversions through their inbound marketing efforts
• Rankings for some of their highest value keywords
• The proportion of site visitors who were closer to the purchase stage

After analyzing their content strategy, we noticed they primarily targeted top of funnel topics that were only indirectly related to their SaaS product. This was the root cause of the low conversions.

We also noticed that they could improve the content for product pages targeting critical keywords.

Here’s an overview of the strategy we implemented to help them achieve these goals:

• Identified the highest value keywords targeting bottom of funnel visitors with high purchase intent. Then, we either updated existing content targeting those keywords or created net new content targeting those keywords.
• Updated product pages for critical keywords. We took their original product page and broke it into three separate pages that followed the same format but targeted their own set of specific keywords. Rather than trying to rank for many different keywords with one broad page, tailoring each page to a long-tail keyword improves your chances of ranking. We followed our SaaS website framework , for each product page, and also updated the homepage.
• Improved the technical health of the website by adding links to their new product pages in their header and footer menus, and adding internal links to critical blog articles. We also used canonical tags to reduce the risk of potential duplicate content or cannibalization issues.
• Over the next 12 months, we increased their first page Google rankings by 2-3X (blue line) and their position 1-3 rankings by 4X (yellow line).

• 70% increase in average position for the keywords we targeted for them — with 9 of their target keywords having page 1 or page 2 rankings.

3.2 Improving Organic Lead Quality and Quantity For a Publicly-Listed Cybersecurity SaaS

This publicly-listed cybersecurity SaaS was struggling with two issues with their SEO strategy:

• Their organic traffic was beginning to flatline.
• Their current traffic wasn’t converting into customers.

So not only were they failing to increase organic traffic, but the traffic they did have wasn’t delivering an ROI.

We dove into the problem and found technical optimization issues contributing to the traffic flatline. Specifically, they had opportunities to improve their internal link structure and blog architecture.

After analyzing their content, we discovered they were targeting topically relevant keywords, but the content wasn’t targeting keywords their ideal customers would search for. Therefore, it was no surprise they weren’t generating conversions as the traffic they were driving didn’t have the pain points that their product solved.

To solve these problems, here’s the strategy we implemented:

• Improved the blog’s visual format to adopt our blog authority architecture format. This improved the internal link structure and also
• improved CTAs to convert more leads to subscribers, MQLs, and SQLs.
• Identified and updated decaying content so that users and search engines now had a more streamlined journey.
• Improved traffic quality by identifying topics with high buyer intent (even if it meant lower search volume). We also looked at deal pipeline in HubSpot to identify the highest value content on the blog.
• Improved the content quality from generic to expert by tapping into HubSpot, listening to demo calls, and interviewing account executives and product managers as needed.
• Generated 52 net-new leads (about 160 form submissions) in 3 months, resulting in about $500k in pipeline opportunity.
• Reduced bounce rate and increased leads by improving the blog structure (adding the end of the post CTA and improving the sidebar CTA).
• Improved average page load speed by 10% and Google Bot activity by 17% and impressions by 14% thanks to technical SEO updates (sunsetting irrelevant content, fixing internal redirections and 404 links).

3.3 A 9x Year-Over-Year Increase in Organic Traffic by Refreshing Blog Content for ClickFunnels

Read the full case study here: How Refreshing Content for ClickFunnels Led to a 9X Traffic Increase for One of Their Posts

ClickFunnels had plenty of content before they came to Powered By Search, but it wasn’t producing as many conversions as they wanted, and their strategy was beginning to flatline.

Their initial approach to improving SEO performance was simply increasing content output.

However, we realized that they had two major opportunities that would help improve the ROI of their SEO strategy:

• Improve content relevancy. Instead of creating content for high volume keywords, they had an opportunity to target more high purchase intent keywords (even if it meant they had lower volume).
• Refresh and prune decaying content that was dragging down the site’s authority.

To solve these problems, here’s the strategy we implemented:

• Defined a collaborative editorial content process that moved away from previous brainstorming/intuition-based decision making to data-driven decision making from reviewing website analytics, conducting comprehensive SEO keyword research, reviewing competitor content, and researching the ICP to define the topics worth writing about to generate engagement and sign-ups.
• Starting with pieces that had good traffic but low engagement, then refreshing these posts with a more compelling CTA opt-in offer to increase conversion rates.
• Then, refreshing posts that were low in traffic but topically relevant to Clickfunnels’s customers – particularly posts where they could feature and showcase their drag-and-drop, funnel building tools.
• Consolidating or deleting outdated or irrelevant blog posts that drove no traffic or engagement from ICP.
• Applied Powered by Search’s content marketing workflow and content brief process with ClickFunnels’ copywriters:

• 9x year-over-year increase in organic traffic.
• 863% year-over-year increase in organic sessions to their key blog post on sales funnels.
• Doubled organic keyword visibility volume year-over-year for high priority terms such as ‘types of sales funnels,’ ‘sales funnel structure,’ ‘what are sales funnels?’

Want to Learn More About Powered By Search and Our Approach to SaaS Marketing?

Hopefully these case studies gave you some ideas on how you can improve your existing marketing channels, and you can use the other resources on our blog to execute the solutions to these challenges.

We continue to develop a number of resources for SaaS marketers and companies to learn and improve their marketing efforts. If you’d like to continue learning, start with exploring our page on all things SaaS marketing strategy .

There you can find articles detailing the systematic processes and tactics we’ve used to grow 30+ SaaS companies — from email marketing and mapping content to your funnel, to foundational principles like positioning and personas.

Or, if you’re a B2B software company and you’d like to learn more about how we can help you grow through paid media and SEO, schedule a free marketing assessment .

What you should do now

Whenever you’re ready…here are 4 ways we can help you grow your B2B software or technology business:

• Claim your Free Marketing Plan. If you’d like to work with us to turn your website into your best demo and trial acquisition platform, claim your FREE Marketing Plan . One of our growth experts will understand your current demand generation situation, and then suggest practical digital marketing strategies to hit your pipeline targets with certainty and predictability.
• If you’d like to learn the exact demand strategies we use for free , go to our blog or visit our resources section, where you can download guides, calculators, and templates we use for our most successful clients.
• If you’d like to work with other experts on our team or learn why we have off the charts team member satisfaction score, then see our Careers page.
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Elevate B2B Tactics

Maximizing CTR: B2B Digital Marketing Case Studies

With so many digital marketing tactics available, it can be challenging to know which ones will work best for your B2B business. That’s why we’ve put together a collection of eight B2B digital marketing case studies to inspire you.

From email marketing to influencer marketing, these case studies showcase successful campaigns from a variety of industries and highlight the tactics that made them work.

Whether you’re just getting started with B2B marketing or looking for fresh ideas to add to your existing strategy, you can get inspired by these effective approaches to reaching and engaging more prospects.

Their expertise has helped Nextiva grow its brand and overall business

1) Buzzvil – Mastered Focus on a Particular Ad Placement for Clients

Buzzvil, the South Korean mobile advertising company, specializes in lock-screen advertising to grow revenue for its clients.

A lock screen is the security feature on smartphones and computers that locks access to your device and usually displays an image, the time, the security keypad, etc.

Although Buzzvil offers a robust suite of ad placement services, it has found continued success with lock-screen ad technology.

The company’s unique approach to mobile advertising has garnered attention and accolades from partners around the world, solidifying Buzzvil’s brand identity as a top-performing mobile advertiser :

One of Buzzvil’s most successful campaigns was for a major airline company in Asia looking to build brand awareness and drive ticket sales through a mobile advertising campaign.

Buzzvil applied its lock-screen advertising method to create a highly visible and engaging ad campaign for the airline:

The lock-screen ads featured stunning imagery of the airline’s destinations and offered users the opportunity to book a flight directly from their lock screen.

The campaign was a remarkable success, exploding brand awareness and driving an impressive ROI for the airline company. The lock-screen ads received an average display click-through rate of 8% for their display ad campaign, which was significantly higher than the industry average of 0.47% .

Buzzvil’s inbound marketing campaign is a textbook example of how creating highly engaging and effective display campaigns can help companies expand their reach and leads.

Buzzvil analyzed the 5.4 billion monthly impressions earned from its partners’ lock screen programs to identify positive industry trends, which showed that lock-screen campaigns have:

• An average CTR of 0.28% (much higher than the .04% CTR with traditional media)
• A 700% higher CTR than banner ads for mobile devices
• No accidental clicks

With its unique lock-screen advertising approach and expertise in mobile marketing, Buzzvil is poised for continued success in the years to come.

Dive Deeper:   11 Brands That Are Doing Mobile Advertising Right

2) Salesforce  – Leveraged an Asset to Establish Authority and Generate Leads

Salesforce, the cloud-based marketing automation software company, is immensely popular for providing CRM solutions to businesses worldwide. We can learn a lot from their inbound marketing journey, given their success in commanding digital placements and their position as a leading provider of CRM services.

When they released their “State of Sales” report, it created all sorts of activity and buzz surrounding sales efficiency and productivity:

The asset-forward campaign gave an insightful analysis of the latest trends and challenges facing sales professionals. People loved it.

The report included data on sales performance, buyer preferences and technology adoption, giving sales professionals the information they needed to stay ahead of the game:

The after effects of the campaign made Salesforce’s audience recognize them as an industry authority, given the vast amount of anonymized data they had to work with.

Salesforce was able to position itself as a thought leader in the business analytics scene and establish trust with its audience through the dispersal of the asset. The report was widely shared, which that helped drive website traffic, leading to increased product trials, sales and revenue.

Salesforce was committed to providing high-quality content to its audience. It has helped them stand out in a crowded market, making them a staple in their industry.

Through leveraging their expertise and vast coffers of big data, they have been able to create an engaging and effective content strategy that satisfies an expressed need and generates results.

Dive Deeper: Absolutely Everything You Need to Know About 10x Content

3) BambooHR – Reduced CPL by Refining Their Lead Generation Campaigns

BambooHR, a fully inbound B2B organization, aimed to enhance its lead generation capabilities and generate more leads from new buyers. To achieve this, they focused on providing an engaging and relevant experience for prospects throughout the buyer’s journey while reducing cost-per-lead.

To accomplish this goal, BambooHR implemented a strategic, four-tiered approach:

• Image Ads: BambooHR’s marketing professionals used single image ads to promote thought leadership content such as “How to Onboard Like a Pro” and “The Ultimate DIY HR Guide” to their target audience. These ads were designed to pique the interest of potential customers and educate them about HR-related topics.
• Message Ads:  They then used message ads to directly invite those prospects to sign up for a demo. This approach provided a more personalized experience, which was designed to appeal to their audience and encourage them to take action.
• Lead Generation:  After that, they implemented lead gen forms to provide prospects with a seamless sign-up process without having to leave the page. This feature made it easy for potential customers to sign up for a demo, making it more likely that they would follow through with their intention.
• Retargeting:  The last step was implementing website retargeting, which enabled them to reach site visitors who did not convert with single image ads. This approach allowed BambooHR to continue nurturing its audience, even after they had left the website.

The lead gen form campaign performed significantly better than benchmarks, achieving over 40%  higher efficiency in terms of cost per lead. Additionally, they achieved 53% higher submission rates versus forms on their website, indicating that their approach resonated with their target audience.

BambooHR’s strategic, four-tiered approach to lead generation helped them break new ground, being highly effective in creating interest and generating leads from new buyers.

By providing a personalized and engaging experience for prospects at every stage of the buyer’s journey, BambooHR has been able to achieve impressive results while breaking records with low costs per lead.

4) Nestlé Professional  – Implemented a Paid Search Advertising Strategy That Drove Phone Calls

In the case of Nestlé, they partnered with the group Tenlo to help them grow their qualified leads and product sales for their juice dispensers. The main objectives for the Nestlé CoolPro commercial juice dispenser were to:

• Establish a preference among potential buyers
• Generate marketing-qualified leads for the sales team to follow up on
• Assist the sales team in securing machine placements from Q2 through Q4 of the project year

The paid media strategy followed a path of targeted placements that housed B2B prospects, such as LinkedIn and Google Ads, and followed this path structure:

• Demonstrated Relevance: They first adapted the client’s audience and buyer personas into well-crafted and efficient targeting structures through our primary social channels.
• Identified Points of Engagement: Then, Tenlo conducted tests using LinkedIn and paid search ads to pinpoint the areas where different target market segments were most likely to connect with the valuable content.
• Validated Business Value: They then employed both emotional and logical creative approaches to clearly communicate the product’s value proposition and determine what motivates the audience to request a product consultation.
• Adhered to the Sales Process: Leveraging the value proposition, they attracted and captured potential buyers using paid search and email marketing and directed them to a landing page that facilitated a product consultation request.
• Executed, Experimented and Analyzed: Tenlo and Nestlé crafted a comprehensive plan, tested various creative approaches and channels, and successfully scaled the tactics that demonstrated the best performance.

The campaign efforts amounted to over 200 phone calls  from paid channels measured by a call tracking service, leading to inquiries regarding the dispenser. From that, 50 considerable leads were generated, marking the campaign as a resounding success.

Dive Deeper: MQL vs. SQL – Serve Up The Right Type Of Content To Your Leads

5) ADP  – Entered the Community by Engaging on Social Media Accounts

The payroll solutions group ADP wanted to improve the brand’s reputation beyond just payroll and benefits administration. They wanted to connect more with people through social media outreach to build rapport in the community.

To do this, they decided to focus on LinkedIn because it’s a great platform for business-to-business connections:

They used the social tools available on LinkedIn to share content and increase engagement with their audience. After creating a LinkedIn Company Page and targeting sponsored content, they were able to double their followers to 85,000 in just one year as well as:

ADP’s Company Page on LinkedIn has become a go-to reference for people wanting to learn more about the company:

By sharing thought leadership and having real conversations with its audience, ADP has successfully boosted its online profile. And the best part? LinkedIn is now their number one social reference back to their website!

Dive Deeper: LinkedIn Ads for Enterprise B2B SaaS: The Only Guide You’ll Need

6) Cisco  – Optimized Their Lead Nurturing Strategy Through Conversation Ads

Cisco, the multinational software solution for networking hardware, telecommunications equipment and other high-technology services, needed to find a better way of communicating its service offerings with its potential new customers.

The business challenge for CISCO was to effectively connect its diverse data security solutions to the right buyer needs. This was difficult to achieve solely through data-driven marketing, since it was hard to predict the exact needs of each buyer.

To address this challenge, CISCO and its inbound marketing agency, DWA Media, developed a Conversation Ads campaign that engaged with data center buyers directly to understand their specific needs.

The campaign guided buyers through the sales funnel …

…and offered them different options based on their needs, including:

• Video talks
• Speaking to product specialists

The targeting strategy of DWA Media reached likely data center buyers, and the retargeting of visitors to the CISCO data center website proved to be effective.

The Conversation Ads generated :

• an open rate of over 62%
• a click-to-open rate of over 7.6%
• leads at a rate of over 14.6% (and the conversion costs were significantly lower than CISCO’s targets)

Dive Deeper: * Retargeting 101: Why It’s Essential for Any Marketing Funnel * What’s the Right Content for Each Stage of the Marketing Funnel? * The Types of Videos to Use at Each Stage of the Marketing Funnel

7) Adobe – Connected Account-Based Marketing Strategy with LinkedIn

Adobe Experience Cloud faced inefficiencies due to siloed strategies within their content marketing strategy and sales teams.

They needed to have a more unified process that delivered marketing-qualified leads into the right stage of the sales process to support sales.

They turned to LinkedIn to connect relationship-based sales with marketing efforts through a focused account-based marketing framework. By targeting top decision-makers and business owners on LinkedIn, Adobe gained more clarity and precision in their ABM efforts.

Matt Rozen, Adobe’s Director of Enterprise Editorial and Social Media at Adobe phrased ABM marketing like this:

“ABM is clarity on who we are trying to meet. And you can’t really do that on any platform other than LinkedIn.”

The results of the project showed that 42% of closed-won deals were influenced by marketing on LinkedIn, and 55% of closed-won deals were influenced by sales powered by Sales Navigator:

The collaboration across marketing and sales on LinkedIn helps Adobe deliver consistent, relevant experiences throughout their customer’s journey.

Adobe’s results speak for themselves with higher close rates and bigger deals.

Dive Deeper: * How Adobe Does SaaS Marketing: A Case Study * The Account-Based Marketing (ABM) Mega Guide

8) Dell – Expanded Audience Reach and Maximized CTR

Technology company Dell used LinkedIn to showcase its state-of-the-art monitors and client peripherals by combining engaging graphics with clear messages about ergonomics and productivity.

The objectives were to:

• Present both IT and business decision-makers with Dell’s product line
• Create greater awareness among influential end-users via a customer engagement strategy
• Move businesses through the customer journey stages from awareness to readiness to purchase
• Solidify Dell’s position as the leader in the commercial monitors market

The campaign exceeded internal targets and industry benchmarks, with a click-through rate of 0.52% .

By combining data-driven insights with striking visuals and short video ads, Dell’s LinkedIn campaign played a vital role in its integrated, full-funnel marketing strategy to move businesses through the funnel from awareness to readiness to buy.

The ability of LinkedIn to generate high-value engagement at scale gave it a valuable role in Dell’s multi-channel, always-on strategy for promoting monitors and client peripherals.

Dive Deeper: The Ultimate Guide to Creating a LinkedIn Ads Campaign

Final Thoughts on B2B Case Studies

There’s a lot to be learned from the way other B2B brands tackle their online marketing strategy. Sometimes it’s hard to conceptualize until you’ve read or watched the testimony. And after that, it can spur whole new ideas that you can apply to your own brand.

Remember, it’s vital to stay up-to-date on the latest digital marketing trends and continually test and refine your approach to stay ahead of the competition. Resist stagnation and constantly look forward to what you can do next.

Ready to grow your B2B business with innovative digital marketing ? We can help! Click below to request your free B2B marketing consultation. 👇

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B2B Cannabis Advertising Case Study – Using Google Ads To Increase Lead Conversions

Cannabis Advertising Case Study – Google Advertising For a Cannabis Testing Laboratory

The following case study will provide insights into our B2B cannabis marketing strategy using Google Search advertising and how we were able to achieve a 500% increase in goal completions and a 4.1% lead conversion rate in just 30-days . 

Yes, it is possible for cannabis businesses and cannabis ancillary business to advertise their products and/or services on Google search, and this cannabis marketing case study will illustrate the results of just the first 30-days .

By results, we include many campaign key performance indicators, and by “goal completions” we mean leads which include both contact form submissions and phone calls . 

The purpose of this marijuana marketing case study is to show what our cannabis marketing agency can do for your B2B cannabis business, in terms of increases in qualified website traffic and qualified lead generation, in just the first month .

While this case study features a cannabis ancillary business based in Canada, the data provided is highly relevant to B2B cannabis businesses in the United States, UK, and EU .

Background: The Client Featured in This B2B Cannabis Marketing Case Study

Labstat is recognized as the world’s leading analytical testing laboratory for cannabis & nicotine product testing specializing in analytical chemistry, in-vitro toxicology, microbiology and method development.

The company’s commitment to serving its clients is equaled only by its focus to innovate and offer the most advanced science in the industry. The approach is to strategically partner with each of their clients to understand their needs and leverage their resident knowledge to provide the best technical and cost-efficient solution.

They have leveraged their technical experience to offer the most comprehensive cannabis testing capabilities in the world. They are also the only cannabis testing laboratory in Canada that offers testing facilities in eastern and western Canada.

The Challenges – 30 Days or Less!

Labstat approached us in 2021 to help them create & manage a new paid advertising strategy using Google PPC search advertising . 

Their initial challenges were to:

• Increase awareness of their cannabis product testing service.
• Maintain awareness for their nicotine product testing, food product testing, and natural health product testing.
• Increase qualified traffic to the website
• Increase lead generation 
• And…Show positive results in 30 days or less!

The main challenge was the final point above. We had to show positive results in 30 days or less.

The company had not done any digital marketing or any advertising in the past and wanted to see what professional and experienced cannabis marketing could do for their business.

We also knew we had to understand their target audience , have our customer personas/consumer avatars and campaign targeting on point, in order to run an effective B2B Google Ads campaign and show significant results in 30 days.

Our team was up to the challenge!

Our Approach To Overcome Their Challenges

Our cannabis marketing agency’s approach was to identify the main goals , understand the target audience /build personas (customer avatars), start the Google Ads campaign as soon as possible to drive high-quality traffic, collect and analyze data, and tweak the campaign accordingly to meet our goals in 30-days.

Main Goals:

• Increase contact form submissions from the website.
• Increase email newsletter sign-ups.

High-Level Steps:

• Competitor research
• Complete target customer personas/avatars
• Keyword research
• Competitor keyword research
• Write ad copy
• Setup Google Ads campaign
• Optimize landing pages
• Launch the Google Ads campaign
• Tweak the campaign accordingly
• Monitor Google Analytics daily
• Report every 14-days

The Results From Our Cannabis B2B Google Advertising Strategy

The data below outlines the results and the key performance indicators (KPIs) for the first 30-days of our B2B Google Ads campaign for cannabis lab testing services.

Campaign Key Performance Indicators – 30 days

Clicks: 830, click-through rate (ctr): 4.40%, impressions: 18.8k, avg. cost per click (cpc): $3.66, cost per lead acquisition (cpa): $89, total leads/conversion: 57 (website lead form + phone calls), lead conversion rate: 4.10%.

We Can Help You With Your B2B or B2C Cannabis Advertising Strategy!

If you’d like to discuss a similar campaign for mail order marijuana company or your B2B cannabis-ancillary business, please call us for a free 30-minute phone consult or email us to schedule a call or request a quote. If you have any questions on this cannabis advertising case study, please email us today.

For more case studies covering digital advertising, SEO, and blog content marketing for both cannabis and CBD businesses, please see examples of our work here .

If advertising isn’t in your cannabis marketing plans and you’re interested in an organic strategy using cannabis SEO tactics , we’ve been “doing” SEO since 2004, implementing cannabis/CBD specific SEO since 2017, and would be happy to help you with a customized strategy to increase online visibility in search engines.

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Google Ads Case Study: How To Boost Sales Leads

Updated By Les. Jan 2022

This Google Ads case study demonstrates how Google Ads was used to effectively boost sales leads across a 2 month period while achieving lower costs to maximise return on ad spend.

The success of the campaigns was as a result of sticking to a proven routine of doing things the right way with very regular monitoring to identify improvement opportunities. Small, incremental changes can add up to significant improvements over time.

Read on this Google Ads case study to find out how we did it.

The Background

Our client, Kennedys Aust Pty Ltd , is a family business operating in Victoria Australia. Their core business service offerings are commercial plumbing and asbestos removal. They operate a number of strategically located branches in Victoria. The business has a comprehensive website with web forms and excellent relevant web content including case studies with rich videos.

The objective of this Google Ads project was to boost their sales leads at their Geelong branch and surrounding areas as soon as possible over a 2 month run window.

The Challenge Ahead

The results.

After the first month run, the campaigns yielded 3 conversions. Refer to the snapshots from Google Ads below.

The second month campaign run yielded 7 conversions, more than double of that in the first month.

The snapshots above highlight the following key achievements in comparison to the previous period: –

• Clicks grew by 62%
• CTR improved by 50%
• Impression grew by 8%
• Conversions grew by 133%
• Conversion rate improved by 44%
• Average Cost decreased by 5%
• Search impression share decreased by 23% but still produced more conversions

The Solution

To meet the challenges and deliver the positive results, we implemented a number of creative and innovative techniques to maximizing Return On Ad Spend (ROAS):-

• All campaigns used manual bidding as this strategy offered the best method to control cost per click to fit in with the limited daily budget of $25. This technique also allowed us to get the best out of Google Ads. With manual bidding, we adjusted bids to minimize spend simultaneously maximizing impressions, clicks, conversions and lowering CPC.
• Ad group relevance and highly targeted Ad creatives that focused on commercial plumbing and asbestos removal were created. Each Ad creative included a Call-To-Action. Ads comprised of a combination of Expanded Text Search Ads and Responsive Search Ads.
• To further enhance Ad strength, Ad extensions were implemented including Sitelink, Structured Snippets, Call-Out, Location and Call extensions.
• Implemented landing page split testing using the existing company website and custom landing pages with web forms.
• Organised campaigns using different geographic implementation techniques including location restricted by postcodes, location restricted by radius and Melbourne wide with further restrictions in some campaigns using a combination of in-market and affinity audiences, and profitable keywords.
• Ads split testing with different creatives to keep the campaigns fresh to overcome any Ad fatigue.
• Extensive keyword research lead to a combination of broad, broad modified and phrase match relevant targeted keywords that were implemented across the campaigns.
• Set up conversion tracking for web form submissions, call from Ads, calls from extensions and calls from website.
• Implemented shared budget that spread the $25/day budget across all campaigns.
• Daily campaign monitoring and optimization to identify problems and opportunities for overall improvement.

Looking for really useful Google Ads tips, then download our 6 Top Google Ads Tips here .

You can also find more details about our Google Ads management service here .

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B2B Case Studies: The Essential Guide (2022 Edition)

Of all the assets and collateral a company can create as part of its content marketing strategy, B2B case studies are one that often gets left off the list. 

B2B case studies offer potential customers a compelling reason to work with your company. By painting a picture of what kind of results can be achieved when you work together, you’re giving them confidence that your company is the best choice for their needs. 

However, like everything else you incorporate into your marketing strategy, there is a degree of skill involved in creating B2B case studies that support your company’s goals. 

Here’s an overview of everything you need to know about creating case studies, including writing, interviews and how you can leverage them in your marketing.

Why You Need B2B Case Studies

The benefits of B2B case studies are many, and understanding how to create the best B2B case studies possible means you’ll be making a solid investment. 

According to the 2022 Content Marketing Institute annual report , 39% of marketers say case studies have produced the best results from their marketing in the past year. 

One of the things that makes B2B case studies so effective is that they provide real-world examples of your company working with clients and the kind of results that are possible while working with your company. 

While many companies leverage testimonials as part of their content strategy, a testimonial is only providing a fraction of the story. With case studies, you can provide a level of detail that enables B2B buyers to make a connection with the challenges they’re currently facing along with the solutions and results your offering provides. 

Plus, in a world where attention spans are short a case study can bring your product or service to life. A story helps make what you do and your clients’ results much more memorable.

What Makes a Great B2B Case Study?

If you want your B2B case studies to have maximum impact , you’ll need to have a game plan for what should be covered. Whether your marketing team can create them internally or you need to outsource them, all great case studies should have common elements. 

Before you dive into scheduling customer interviews or drafting any B2B case studies, you’ll need to know exactly who you’re targeting. Who is the intended audience? What marketing or sales campaigns or goals are you trying to support? 

Your goal with case studies is to show how your company can meet their needs and move them towards achieving their goals. For a B2B business, your sales process can take months (or even years) so case studies become a valuable tool to be used in the middle and bottom of your funnel. (Your sales reps will thank you as it gives them not just a talking point, but an asset they can use to address concerns, build trust and much, much more.) Too many times I’ve seen clients try to rush to get a case study done without having a plan for who the case study is targeting and how exactly it will be used. Both of those impact how you approach customer invites, interviews and even crafting the story. Keep in mind that like any great story, your B2B case studies need a clear angle and hook. Case studies are about more than just showing the features and benefits of your products and services, they serve as a real-life example of your product or service in action. You want to be able to proactively address your customer concerns in your business case study. To do that, think about each client you want to highlight and what makes their particular interaction with your company unique and how that is helpful to your potential customer in their decision-making process.

Using real-life stories is part of what makes B2B case studies so effective. So if you find yourself with a client who isn’t comfortable with being named publicly, they may not be the best option for your case studies. 

Also, consider how the B2B case study is being written — who’s the star of this story? If it’s your company, then it’s time to shift gears. The most effective B2B case studies focus on the experience of the client, not your company. You’re trying to get readers to see themselves in the story, so center the focus on the clients you’re highlighting. 

Finally, be very conscious about the language choices included in your B2B case studies.

Nobody wants to read complex, jargon-laden content. B2B case studies should be simple and strategic so your reader can skim the story can grab on to the key points. 

Getting Your Clients to Participate in Your B2B Case Studies

When it comes to the process of creating B2B case studies, getting clients to participate is often a challenge. We often hear from clients that they’re worried about being intrusive or like they’re asking for a favor. However, the reality is you can create amazing B2B case studies that your clients are happy to participate in simply by starting with the right people. Start by putting together a list of which clients you think would make a compelling story. Get your whole team involved (especially your sales team and customer support) by soliciting their feedback, as it they’ll be able to provide insight into the client’s journey. Look for clients who have had recent wins, or who you know who had strong working relationships with the team. 

Also, asking clients to participate in your B2B case studies is about timing. You know your clients, you know their peak times throughout the year, you know if they have a big project in progress, or if they’ve hit a bump along the way. Carefully consider whether now is actually a good time for them. 

As part of creating a process for B2B case studies, you’ll need to figure out the “how” of it all — how will the client participate? This is something that needs to be nailed down before you start asking because the last thing you want is to have them say yes and then have the process be disorganized. 

People are more likely to say yes if they understand exactly what is being asked of them, so when you make the request, share all of the details. Break down the steps and explain how the case study will be used. 

Finally, don’t be afraid to just ASK. You may be surprised by who agrees to participate, but you’ll never know unless you actually ask. Over the years I’ve been surprised by the case studies we’ve been able to secure for clients, so don’t assume a client will be an immediate no. 

Creating a Process for B2B Case Studies

If you want to include B2B cases studies as an ongoing item in your marketing plan, you need to have a solid process in place so everything runs smoothly.

When we work with clients on their case study programs, we start by creating a series of templates to help ensure consistency across the entire process. 

Interview Requests

The first template you’ll want to create is one for contacting clients to ask them if they’d be willing to participate in a B2B case study. . 

Your request should include:

• Why you’re asking them to participate.
• How you’re planning on using the case study.
• How long the interview will take.
• Any steps they need to take once they say yes such as booking an interview time at their convenience.

Your goal here is to make this as easy and painless as possible for them, so you want your request to be clear so it’s an easy yes.

Interview Guide 

The first template you’ll want to work on is an interview guide . While having an off-the-cuff conversation can be fun, it won’t necessarily help you gather the details you need to write your B2B case studies. 

By an interview guide that includes a core set of questions, you’ll have a starting point that can be customized before each interview. Your questions can focus on four key areas:

• The challenge that brought them to you.
• The solutions your company provided.
• The results/outcome achieved.
• Their overall experience with your company. 

Your questions should be laid out in a way that leads the person your interviewing to answer questions that tell the story for you. If you have specific solutions or results you want to discuss, you can add those on a case-by-case basis.  Keep in mind, that not every customer success story needs to feature a remarkable story of business growth or an increase in revenue. Stories that speak to improved customer experience or other customer concerns can be equally as effective as part of your customer case studies.

Case Study Template 

The second template you should have on hand is one for creating case studies. While each story will have its own flavor, B2B case studies generally follow the same flow each time, so this is something you can map out ahead of time. 

When putting together your B2B case study template , here are key elements to include:

• A headline: Your headline should be impactful to draw readers in and highlight results. 
• A brief summary: This is a short paragraph that gives a distilled version of the story. Not every case study includes a summary, but it can be handy for various marketing materials.  
• The backstory:  This includes who is the company being highlighted, what do they do, and how long they’ve worked with you.  
• The problem: What challenge were they trying to address when they came to your company? What made this problem so challenging or frustrating? Did they explore any other options for solutions before coming to you? 
• The solution: This is where you show exactly what your company is capable of. Why did they choose to work with you? What made you different from your competition? What did you do to help them find the needed solution?
• The results: This is where your company gets to shine and show all the ways you were able to help. Whenever possible use real numbers (e.g. increased organic website traffic by 17%) and concrete results. 
• A call to action: B2B case studies are generally used for marketing, so now’s the time to market! Provide readers with a step to take next — such join your email list, booking a demo or consult call or signing up for a free trial. 

Using Your B2B Case Studies

Once you’ve started decided to make the investment and create B2B case studies, it’s time to put them to work. 

While the obvious choice is usually to put your B2B case studies on your website or social media, there are many other creative ways to leverage case studies for your marketing effectively. 

Social proof can be incredibly compelling — even more so than a discount on a product or a service. Your potential clients love to hear about the experience of existing clients, so finding ways to use the B2B case studies consistently gives them the opportunity to see how your company can help them.

Some different ways you can use your B2B case studies include:

• On your website.
• On social media.
• In your email marketing.
• In your sales presentations.
• As part of your marketing collateral.
• During speaking engagements.
• Repurposing into video content.
• In ad campaigns.
• To enhance a whitepaper.
• Repurposing into blog posts.
• Creating infographics.
• As a complete content marketing campaign.

Once case studies have been produced, they should be leveraged consistently as part of your content marketing strategy and as part of the buying process.

Outsourcing Your B2B Case Studies

At this point, you may be wondering “ should I hire an expert to write my B2B case studies ?”. 

The short answer is: it depends! 

You want your B2B case studies to be as effective as possible, so if you’re investing the time, money and resources, you want to use a skilled writer. Many times, B2B case studies are not prioritized as part of content production, so depending on what resources you already have in-house, outsourcing case study production may be the best option.

If you do have someone on your internal team who has the skills to manage the process, interview customers and write your case study, whether they have the time for the project is another story. Creating B2B cases studies involves more than asking questions and writing up what the customer said. An experienced B2B case study creator understands how to finesse the interview process, and lead the conversation in a way that draws out the desired information. 

B2B case study creators (like Team Scoop ) will guide you in selecting your candidates, drafting interview questions, scheduling interviews, and helping move the process forward through each step. Best of all, they can take care of the entire process acting as the point person for the project, leaving your other resources free to work on other things.

Plus, a great case study creator should also work with you to create a plan for how you’re going to use your B2B case studies. Strong B2B case studies can help with everything from closing sales to generating leads, so getting some expert advice on how to integrate them into your marketing can ensure you’re able to maximize your investment.

Leverage B2B Case Studies for Your Marketing Strategy

There’s no denying B2B case studies have the potential to add tremendous value to your overall marketing strategy. 

Whether you choose to complete them in-house or outsource to a team of experts, the goal should be to create a process that can be easily replicated and integrated into your ongoing marketing activities. 

B2B case studies as a marketing asset won’t be going away any time soon, so if they aren’t already part of your strategy, create a plan that will allow you to start leveraging these in your company sooner rather than later.

Are you looking for help creating and executing B2B case studies? Scoop Studios can help. Learn more and book a consult .

Google Ads for SaaS: The Ultimate Guide For Big Wins

SaaS (software-as-a-service) brands can jump on board Google Ads to build successful ad campaigns – with or without the help of a specialized SaaS Google Ads agency.

Whether your end goal is lead conversion or brand awareness, or anything in between, implementing pay-per-click (PPC) ads within your digital marketing strategy can see a sizable return-on-investment. 

This article looks into how to create the most profitable Google Ads for your SaaS business.

Case Study: How We Helped Covalo to Generate 4X More Leads with Google Ads

1 – SaaS PPC & B2C/eCommerce PPC: What’s the Difference?

While it may seem that the two have very few obvious differences, that’s not the case. On the contrary. Understanding the nuances is crucial for the outcome of your campaign. 

There are two fundamental differences, which are:

1.1 – B2B PPC has a Lower Lead Volume

When working with B2C (business-to-customer) or eCommerce, the lead volumes will be larger than that of SaaS PPC (pay-per-click). This is because generally the size of the audience will be bigger, thus will generate a larger volume of leads in a set period of time. This isn’t the case for lead generation for B2B companies advertising within a set time period.

If you’re dealing with a client looking to liaise with you for a digital marketing campaign, it is important to highlight these features and make them aware of realistic expectations – whether they’re a B2B or a B2C brand.

1.2 – B2B Sales’ Cycles are Longer

Simply put, B2C/eComm sales are shorter because there are less stakeholders involved in the buying process.

With B2B, various stakeholders harness the power to influence decisions. Also, typically a B2B company will embark on a longer contract, which automatically means the sales process is longer.

2 – Google Ads in SaaS Business: The Best Strategies

If you’re new to Google Ads for your SaaS ad campaign, here are some of the best strategies to implement when building your ads:

2.1 – Be Thorough with Your Industry Research

This means covering the entire industry during your research process.

It also means familiarising yourself with industry lingo/jargon and ensuring your team, plus any third-party companies you’re working with, are all on the same page regarding various terminology.

Sometimes industry definitions can appear similar or the same, but may have different meanings across different areas of the industry. An example of this would be enrollment services (payor or provider) – while they may be considered synonymous, on the contrary, the former is more technically correct for the role.

When conducting your industry research, keyword focus is crucial. It can help you find the most accurate words and phrases to help elevate your campaign, and it can ensure you’re correctly using any industry jargon. Using a keyword planner goes a long way.

2.2 – Implement Smart Naming Conventions in Your Strategy

While this won’t actually influence or dictate your campaign’s overall performance, it will enable quick and easy navigation around your account and will allow you to instantly recognise aspects of the campaign, such as audience targeting via ad groups, etc.

Giving recognisable names to these areas will help you if you need to go in and edit any areas of the campaign in later days. Also, it helps any other account-users from your team understand where everything is.

Confused about how to go about the naming process? Here’s a good formula to follow:

[Funnel] – [Network] – [Location] – [Campaign Name] – [Match Type]

This will help you and any other account-users identify the campaign’s objective, as well as what keywords may be in place. Both of which will save much time and confusion!

When it comes to naming ad groups, be mindful that Google will alphabetise your group names, so if you are focusing on specific keywords that, for example, may require higher bidding, etc., it is wise to put a note in brackets after the specific keyword to show its status. For example, you could put (Best) after the best keyword, so that other account-users can discern the relevance of the keywords.

2.3 – Funnel Strategy Patience

We all know that the buying process/lead conversion is rarely an overnight event. Oftentimes, it can be days, weeks, or even months before the lead eventually converts. This is usually because the client will want to conduct ample research to ensure the product/service behind your brand’s campaign will be worth investing in. This means patience is required.

This can be frustrating, but there are ways of monitoring where the lead is at any time within the sales funnel. The best ways of seeing this data is via:

• Google Ads attribution time lag report
• Google Analytics in Conversions
• Multi-channel funnels
• Time lag reports

A large portion of PPC success for B2B SaaS advertisers is being aware of the funnel and keeping it deployed within the structure of a campaign. It is a fundamental part of understanding our leads and when (and if) they choose to convert. It also helps us understand the buying journey from our audience’s perspective, which can be invaluable for future campaigns. 

You can also use Google Analytics or Google Ads to create campaigns for audiences in the middle of the funnel to help guide them to the end of their buying journey. These are called “middle of funnel” campaigns. 

This is why having a strong understanding of the funnel is crucial for conversion success.

Other benefits include:

• Highlighting leads who have interacted with your brand online before (but haven’t converted) and who are familiar with you and may convert via a campaign.
• You can (and should) assign a higher budget to garner as much conversion success as possible.
• You can use a current campaign as a “middle of funnel” campaign and just alter the text where it is needed to ensure it’s more focused on that particular audience.
• You have the freedom to increase keyword bids to optimise their success.

2.4 – Observe Your Campaigns by Adding Audiences

This is where “in-market audiences” come in handy.

In-market audiences allow you to reach out to potential leads who are in the research phase of their buying journey and who are comparing and contrasting particular products or services across any Google-owned platforms (this include YouTube).

In-market audiences will help you drive conversions because they help you to connect with a buyer at the near-end of their buying journey. 

If your campaign is a “Search” campaign, you can include in-market audiences as either an observation or a targeting setting.

If you’re wondering what in-market audiences to include, we suggest that you use all of them. This is because their shared common interests and conversion history create data that is extremely influential for specific lead conversion at a specific level of the funnel.

This data can be provided by Google Analytics – but you will need to ensure this feature is turned on.

2.5 – Targeting Intent Segments + In-Market

In-market segments provide the opportunity to display your ads to audiences who are considered “in the market”. This means they have been conducting their research and are getting close to making a final purchase. This data is compiled via Google’s algorithm, which is extremely accurate in discerning buyers’ journeys.

Also, if you use Google’s custom intent, the platform can accurately discern traffic in a similar manner to that of in-market audience data, otherwise known as “custom intent audiences”. But unlike in-market audiences, you get more control over who sees your ads because you can alert Google to show them to audiences based on specific actions. This feature is also based on your keywords research.

The purpose behind these two audience targeting methods is to heighten your conversion rate. Although you will be paying a higher click-through-rate (CTR), this is still a profitable option, as it means you will draw in more conversion-ready audiences, as opposed to audiences who aren’t sure they’re ready to convert.

2.6 – Start with a Manual Bidding Strategy 

Google Ads offers more than one way to control your bids, as well as adjusting them once your campaign has gone live. Some of these options are automated, but in the initial stages of your campaign, it is wise to stick with manual bidding. This is because you may find the traffic you generate is irrelevant and the CTR is low.

Once your campaign has taken off and has started to receive your target conversion rate, then you can look at going auto with your bidding. But in the preliminary stages, it is best to stay manual.

If you’re considering adjusting your bids, you will need to regularly monitor your keyword dimensions, including audience, device, gender, location, time of day, day of week, age, and household income. 

If you wish to experiment with automated bidding, do so on a test or “dummy” campaign. This allows you to monitor success without losing profit or harming your business.

Case Study: How We Boosted Beakon Leads by 9x Using PPC

2.7 – Landing Page Design

The quality of your landing page paints a very important picture of your brand to your audience, so make sure yours is top-notch. Poorly designed or difficult to navigate landing pages are extremely off-putting and will have a devastating effect on your conversion success. 

Campaigns will (or should) enable your brand’s landing page to feature well in Google’s search engine results page (SERPs), so once you’ve gone through the trouble of building your campaign and actually getting your audience to stop by, you then want to make sure they stay and convert. A badly-designed landing page will not accomplish this.

Anything such as slow loading, errors, low-quality text and images, etc., is very off-putting and will not inspire much confidence within the service or product you’re trying to sell. 

Your landing page should include clear, concise, simple instructions/information, and a prominent call-to-action (CTA). Always think quality over quantity .

2.8 – Keyword Competition 

One of the biggest challenges with advertising via Google Ads is keyword competition. 

If you’re struggling to bid on your desired keywords, try gently modifying them to something similar. Also, be mindful that you cannot use brand names as keywords. Doing so will penalise your account and you won’t be able to launch your campaign.

2.9 – B2B Remarketing Campaigns 

Many B2B marketers are failing to take advantage of the power that is held within remarketing campaigns. But if they were, they would understand its numerous benefits:

• You can target them with similar campaigns and rework the content to suit them in this stage of their buying journey.
• Even if conversion isn’t the objective of your campaign, B2B remarketing campaigns are an excellent strategy for building brand awareness.
• It’s inexpensive, because the CTR is lower. This is because the user has already been flagged by Google data-pulling as someone potentially engaging, therefore your campaign is less competitive, which results in a cheaper cost of clicks.

Conclusion  

Marketing via Google Ads for SaaS can be extremely lucrative, providing you’re hot on your research (both industry and audience), regularly monitoring your metrics, and taking full advantage of everything Google has to offer to help you generate campaign success.

If you’d like to learn more about how we help B2B SaaS and Tech companies grow their MRR through LinkedIn advertising,  contact us online  or send us an email today at  [email protected]  to speak with someone on our team.

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New Study On Perplexity AI Offers Good News For SEO

Recent study of Perplexity AI SERPs reveals opportunities for ecommerce sites and positive news for SEO

Research by BrightEdge shows that traffic is surging to Perplexity and where the opportunities lie for optimizing for traffic, particularly for ecommerce .

What Is Perplexity AI?

Perplexity is a self-described Answer Engine founded by researchers and engineers from OpenAI, Facebook, Quora, Microsoft, and Databricks. It has backing from many of the most influential investors and engineers in Silicon Valley which has helped to propel it as one of the top innovators in the new wave AI search engines.

Perplexity contains an index that is ranked by their own version of PageRank. It’s a combination of a search engine and a chatbot, with the chatbot part serving as the interface for receiving queries and the AI part on the backend. But it’s retains the functionality of a chatbot in that it can perform tasks like write an essay.

What sets Perplexity.ai apart from competitors, as will be shown below, is that Perplexity shows generous amounts of citations to websites.

Surge In Traffic

One of the key insights from the BrightEdge research is that Perplexity.ai has surged in referral traffic by a whopping 40% since January, indicating that users are interested in trying something different from the usual ten blue links.

Using their proprietary BrightEdge Generative Parser they were able to detect AI search experiences which showed that users are fine with an AI search engine.

The takeaway here is that the search marketing industry is right back to where it was over two decades ago when Google first appeared. SEOs like myself and others were testing to see what activities were useful and which were not.

Most people in search came into it when the technology was relatively mature and don’t know what it’s like to confront the unknown or even how to do it. The only difference between then and now is that today we know about research papers and patents. Back then we had no idea until roughly 2005.

BrightEdge’s report reflected on this period of transition:

“For marketers, who rely on organic search strategies to reach customers, new AI-first search engines like Perplexity and ChatGPT signal a tectonic shift in how brands market and sell their products. However, the newness of these AI-driven platforms means they frequently undergo dynamic changes, making them difficult to track and adapt to.”

In an ad supported model the organic search results competes with advertising for the most valuable search queries but that’s not the case with Perplexity. BrightEdge sees Perplexity as an opportunity for search marketers because it is an ad-free model that sends organic search traffic.

Overlap With Google Search Generative Experience (SGE)

An interesting data point surfaced in BrightEdge’s research is that there was a “significant” overlap between Perplexity’s search results and that of Google’s SGE results. Perhaps not surprisingly, the strongest overlap was in health related search queries, likely because there’s a limited number of sites that are qualified to create content on health and medical topics.

But what may sound discouraging is that Reddit shows up across most search query topics except for healthcare and finance, two YMYL (your money/your life) topics.

Overlap In B2B Search Results

Another area of overlap with Google’s SGE is due to Perplexity’s tendency to rank authoritative sites in topics like Healthcare and Education and in review and local search sites in relation to Restaurants and Travel. Big brands like Yelp and TripAdvisor are winners in Perplexity.

Overlap In Travel Search Results

Yahoo, MarketWatch and CNN are frequently seen in finance related search queries..

There is less overlap in for eCommerce queries apart from Wikipedia and Amazon, which both search engines rank.

According to BrightEdge:

“Google uses Quora and Consumer Reporters for third-party product information, while Perplexity references Reddit. Overall, Perplexity is most likely to reference product sites, whereas Google SGE will also include informational resources such as lifestyle and news sites.”

That’s good news for ecommerce sites that sell actual products, an actual bright spot.

BrightEdge cites the following opportunities with Perplexity:

• Perplexity’s share of search growth rate is rising at a rate of 39% per month.
• Perplexity’s search results offer an average of 5.28 website citations.
• Perplexity AI shows more citations in Travel and Restaurant queries than Google SGE.
• BrightEdge encourages search marketers to take advantage of opportunities in optimizing for AI-driven search engines.

Jim Yu, Founder and Executive Chairman of BrightEdge, said:

“Optimizing emerging search platforms is essential for marketers because their impact will be seismic – just 1% of the global organic search market equates to approximately $1.2B in ad revenue per year… AI-first engines are steadily gaining ground and carving out their own areas of expertise, making it critical for the marketing community to master multiple search platforms. There is too much revenue at stake to get left behind, which is why we’re closely tracking the development of these engines and all things AI search – from traffic trends and queries to result quality and more.”

Read more about optimizing for Perplexity at BrightEdge:

The Ultimate Guide to Perplexity

Featured Image by Shutterstock/rafapress

I have 25 years hands-on experience in SEO and have kept on  top of the evolution of search every step ...

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Peru’s president interrogated by prosecutors for hours amid expanding ‘Rolexgate’ probe

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Peruvian President Dina Boluarte was interrogated by prosecutors for five hours Friday as authorities investigate whether she illegally received hundreds of thousands of dollars in cash, luxury watches and jewelry.

Prosecutors have been investigating the highly unpopular leader on charges of illicit enrichment and failure to declare assets. After she testified, Boluarte rolled out of the offices in a car with tinted windows, surrounded by police and security. Neither Boluarte nor prosecutors detailed what was said in the meeting.

The unfolding scandal is the latest turmoil to wrack Peru’s political system in recent years.

Earlier in the day, scuffles broke out as opposing protesters gathered near the building, waiting for Boluarte to leave. While a number of protesters came to defend the president, carrying a sign reading “Dina resist,” others blocks away from the presidential palace railed against the leader, carrying brooms and shouting, “Get them all out!” Riot police drove away the protesters with tear gas.

The probe began in mid-March after the digital news program “La Encerrona” spotlighted Boluarte wearing a Rolex watch worth up to $14,000 in Peru. TV shows later reported that the leader was seen wearing at least two other Rolexes, as well as a gold-and-diamond Cartier bracelet estimated to cost more than $54,000.

The controversy was quickly dubbed “Rolexgate” on social media.

World & Nation

Government agents raid Peruvian president’s residence in luxury watch investigation

Across Peru, televised images show government agents breaking into the president’s residence with a sledgehammer in a probe over Rolex watches.

March 30, 2024

Peruvian law requires officials to declare jewelry priced at more than $2,791.

It’s not clear where the watches and hundreds of thousands of dollars in bank transfers came from. Boluarte has provided scarce details about the transactions and jewelry, which she did not declare to authorities, but said the Rolex first shown in photos was the “fruit of my labor” after working since age 18.

Boluarte is unpopular with 86% of citizens, according to a March survey by the Institute of Peruvian Studies.

“She has no good governance, she’s rejected by the majority, her problems with the people are very serious,” said Alonso Cárdenas, political science professor at Peru’s Antonio Ruiz de Montoya University.

Armed police officers recently broke down the front door of Boluarte’s house with a battering ram and entered the property to search for the watches. They did not find them and moved on to the presidential palace, also to no avail.

Top prosecutor Juan Villena said Tuesday that his office was expanding the scope of the investigation, given his team’s belief that Boluarte has even more undeclared assets than originally suspected.

The office estimated that her jewelry, including the Cartier bracelet and watches, may be worth as much as $500,000 and said she received more than $400,000 in “deposits of unknown origin” to her bank account.

New Peru president appears with military to cement power

Peru’s first female president appeared in a military ceremony on national television Friday in her first official event as head of state.

Dec. 9, 2022

Anti-government protesters stream to Peru capital demanding president resigns

People are pouring into Peru’s capital to protest against President Dina Boluarte and show their support for her ousted predecessor, Pedro Castillo.

Jan. 19, 2023

Boluarte, a 61-year-old lawyer, was a modest district official before entering President Pedro Castillo’s government in July 2021 as vice president and social inclusion minister, with a monthly salary of $8,136. After Parliament dismissed Castillo, Boluarte became president in December 2022, with a salary of $4,200. Shortly thereafter, she began wearing the watches in public.

The raid on Friday marked the first time in Peru’s history that police forcibly entered the home of a sitting president. It came after Boluarte requested more time to answer a court subpoena to testify about the case; the request was denied as lead prosecutor Villena emphasized Boluarte’s obligation to cooperate with the investigation.

The nation is no stranger to political tumult. Peru has had six presidents in six years, following waves of political controversies. That doesn’t mean Boluarte is soon to be ejected from the presidency; analysts say she is unlikely to face any real consequences — at least in the short term. Sitting presidents in Peru can’t be charged with crimes while in office, and Congress will be reluctant to move forward with impeachment proceedings.

Boluarte’s alliance with a coalition of congressional leaders means she will likely stay in office until 2026, said Will Freeman, a fellow of Latin American studies for the Council of Foreign Relations. Freeman says Boluarte is a “puppet” who has enabled lawmakers to pass reforms that are slowly “dismantling democracy” so they can stay in power.

Peru’s Congress on Thursday shot down two requests by a number of lawmakers to remove Boluarte from office.

Associated Press writer Briceño reported from Lima and Janetsky from Mexico City.

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