Google Ads In B2B Marketing: Tips And Tricks For B2b Marketers

Google Ads In B2B Marketing: Tips And Tricks For B2b Marketers

If you only use organic search engine marketing and don’t pay for Google ads, you can expect to rank lower than your competitors in Google search results, especially when it comes to products or services that need to be explained.

What Are Google Ads And Why Should They Be An Integral Part Of Your Digital Marketing

Search engine marketing (SEM) includes both search engine optimization (SEO) and paid ads (SEA) through Google Ads (SEO). Google isn’t the only search engine that shows paid ads. Other search engines, like Bing, do as well. Most of the time, they make sure that websites show up higher in the search results or on the provider’s display network. By putting your company’s website near the top of the search results, you get a lot of clicks, which means you get more leads, new customers, or sales. Your website traffic goes up because you get more people to visit it.

But when making Google Ads, there are a few things to think about, like choosing the right target audience or the right type of ad, so that the ads have the success you want and get the best quality clicks possible. If not, there is a chance that too much money will be wasted because the ads don’t work well or aren’t seen. You end up spending money that you didn’t need to.

Check the best digital marketing services

Which campaign types are relevant for B2B?

There are different types of campaigns in Google Ads, and you should choose the one that works best for your product or service. Most B2B marketers use one of the following three types of campaigns to increase sales, leads, website traffic, reach, and awareness of their brand.

Text ads are put in Google’s search results as part of a search campaign. This means that potential customers will always see your ad when they are actively looking for products or services that match the keywords in your ad. Since your ads only show up if the search terms match the keywords in your search ad, you can reach users in a targeted way.

Display campaigns are shown on websites, apps, or Google products like YouTube. Along with the text ads, they also include videos or images that are meant to catch the eye of potential customers. With display campaigns, you can reach your users outside of the Google search results and reach more people.

Shopping campaigns may also be useful for you, like if you sell products on your website that people can buy. Shopping campaigns are listings of products on Google. They also show up in the search results, but in a separate section called “Google Shopping.”

Smart Campaigns For B2B Ads

You may have heard of Google Ads’ Smart Campaigns. These campaigns are managed automatically by a Google algorithm and are made to meet the needs of your potential customers in the best way possible.

But this also means that you have few options for setting up the campaigns and that you can’t change how they look by hand.

Also, you don’t have any transparency when it comes to things like the search terms that were used. This makes it hard to analyze and improve campaigns that aren’t doing well.

Another problem is that Google handles the budget management for smart campaigns. This means that you don’t have much say over how the budget is spent, which is why a lot of it can be used up in a short amount of time.

With automatically created campaigns, there is also the chance that the Google algorithm will give the wrong description of your products in the ad texts.

So, what seems at first to be an easy-to-use, time-saving version of Google Ads that requires little work on the back end has some major drawbacks that you should definitely think about when making ads. If you only use Smart Campaigns, your budgets might not be used well, and your ads might not reach the people you want to reach because they aren’t clear.

What are dos and don’ts for creating ads in B2B marketing?


  • Use relevant keywords and evaluate keywords via the keyword planner
  • Put call-to-actions in the text of the ad to tell the user what to do, such as “Download now for free!”
  • Change the timing of the ads. In B2B marketing, the ads should only be shown at the right times on weekdays.
  • Exclude placements for display ads
  • Ads being watched or followed


  • Use only “smart campaigns” created by Google Ads.
  • Use phrases like “best quality” or “more experience” in the ad text. This way, you won’t stand out from your competitors.
  • The target URL points to the home page. The ad’s target page should be a specific page for the service or product being advertised, where a potential customer can find all the information they need right away.
  • Instead of replacing SEO with Google Ads, the two should work together to get the best results on Google.

How do you keep track of the campaigns?

You should definitely keep an eye on how your campaigns are going. To avoid paying a lot of money to place your ads, you should pay close attention and know which campaign, ad text, or image embedded in the ad gets the best results. SEA is not a quick action; it is a plan. Make sure you keep an eye on how your ads are doing. Keep track of clicks, keywords, page views, and clicks that come from your website’s ads.

In any case, it might make sense to set up a dashboard with all the key numbers for your campaigns so you can keep track of them. In this case, Google Datastudio is a useful tool for merging data and getting it ready for monitoring in an effective way.

What’s good about advertising with Google Ads?

Google ads have some advantages over other forms of online advertising. Search engine optimization (SEO) takes a long time to work, but placing ads on Google works quickly. Even if newly created ads don’t show up right away because paid ads have to “learn” for a while, you can reach more people and get your ads seen faster by targeting them more precisely.

But paid ads should never be used instead of SEO. Instead, the two measures should work together to get the best results possible in search engine rankings.

Paid ads also let your business go head-to-head with the competition. Google Ads can take into account a wide range of factors for this purpose. For example, you can bid on the same keywords as your competitors.

Google Ads are especially helpful for new businesses or businesses with new products because they can get meaningful results and good performance from the ads in a short amount of time. This means that your new website will show up as soon as possible in the top search results on Google.

Statistics show that spending on paid search ads is going up, and Google Ads continues to be one of the most popular ways to market online.

Which Adjustments Should Be Permanently Optimized In Google Ads?

  • Implement Google’s suggestions for improving the ads. You don’t always have to change the suggestions for increasing the budget, though.
  • Changes to the keywords to match the search terms that your potential customers use
  • Optimization of advertising times and places so that ads meet users’ needs best and money isn’t wasted on bad placements.
  • Don’t rely on Google Analytics tracking alone; use an extra dashboard with UTM parameters for clear tracking. Calls from potential new customers should also be tracked in B2B marketing.

In Conclusion

When creating Google Ads for B2B, there are a few things to keep in mind. Making ads is quick and easy. But if some parts are missing, important settings aren’t made, or the ads aren’t always optimized, this can lead to high costs, a lower return on investment, and less success than was hoped for. Make sure that your ads are set up right from the start and that they continue to be optimized and changed over time.

Related Posts
Leave a Reply

Your email address will not be published.Required fields are marked *