B2B Lead Generation from PPC Can Be Tough, but Our Tips and Tricks Can Help

John SammonAuthor: John Sammon
Updated on 06/06/2024

Running a business-to-business brand can be difficult, especially since there are so many different options out there when it comes to figuring out what strategy to put more effort into. With B2B SEO, email marketing, paid advertising, and even redesigning your site all as options, it can be hard to choose.

So if you’re an owner of a B2B company and are scratching your head wondering what approach you should take with PPC in 2024, these four tips may give you the push you need to develop a master plan.

“John and the team at Sixth City Marketing has delivered on everything they promised. From the time we started working with them until now, our leads have tripled. We’ve worked with them in many areas including PPC, SEO, website design and social media marketing. I would HIGHLY recommend John and the team at Sixth City Marketing.” – Lisa Calovini, Shini USA

Commonly Asked Questions About B2B PPC

Table of Contents


What Is PPC Advertising for B2B Companies?

Pay-per-click, or PPC, is a digital marketing strategy that lets companies pay to have their sponsored advertisements show above the organic results for different search queries or in the feeds of popular social media platforms. These paid advertisements are most popular on search engines, such as Google, Bing, and Yahoo, as well as social media platforms like Instagram, LinkedIn, Facebook, and more.

For B2B brands, you will be able to narrow your targeting to fit your ideal customer by age, location, search query, or even by what type of company they work for. Paid advertising is a great asset for business-to-business since, unlike other companies, you don’t cater to the average person and likely have a higher sales margin, so being able to be precise in your marketing is a golden opportunity to grow.

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Why Should B2B Companies Do PPC?

To start, pay-per-click is one of the fastest ways to grow your business online. This digital marketing strategy ultimately allows you to launch new products and assess how your business performs in different markets, all while having complete control over how much you are spending, which can result in a return on investment for your business.

Additionally, PPC for business-to-business (B2B) will allow you to target a smaller market with a broad range of terms with less search volume. For example, you could be targeting niche products and services that the everyday shopper would not be searching for, whether that is obscure products like missile parts, chemical storage containers, laser engraving machines to mass produce items, and so much more.

So whether you are wondering where you stand in comparison to others in the B2B sector in regard to their paid efforts or just want to learn more about the topic, be sure to check out our statistics below:

  • 61% of marketers in the B2B sector use PPC ads to distribute content (Content Marketing Institute)
  • For B2B businesses, the average landing page conversion rate is 2.35% (Writer’s Block)
  • Traffic from PPC ads converts 50% better than organic traffic (Moz)
  • 90% of B2B buyers start their purchasing journey with an online search (Kurve)
  • Over half (52%) of B2B PPC advertisements point to the home page instead of a landing page (Findstack)
  • 77% of marketers in the B2B sector say that A/B testing is critical for the success of their marketing copy (WifiTalents)
  • A PPC landing page that features personalization will be 5% more effective than those that aren’t personalized (Rank Tracker)
  • 89% of B2B marketers say that testimonials are the most powerful tool at their disposal (Testimonial Hero)

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How Are PPC Results Tracked?

How results are tracked depends on the type of campaign that you are running. In general, PPC campaigns can be tracked by the goals that are set for the campaign. Those goals can come in the form of phone calls, form submissions, and even online purchases.

From there, the leads that you receive can be further tracked to see if there was a sale. Depending on the number of leads that you received that turned into sales, you can track your overall return on investment (ROI).

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How Long Is the Sales Cycle of PPC for B2B?

Compared to business-to-consumer (B2C), the sales process for B2B usually takes a bit longer in order to see results. This is because your leads may be coming from multiple people in various departments of a company, or the fact that B2B buyers tend to do a lot of comparison shopping before making their decision. So when you are running PPC advertisements for B2B, the entire process from start to finish can take anywhere from 3 to 6 months, or even longer. Though it takes longer, the results will greatly benefit your business, so, in this case, patience is a virtue.

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Do My PPC Landing Pages Need to Be Mobile-Friendly?

Absolutely. With 55% of search traffic coming from mobile devices, it is incredibly important to accommodate your landing pages for searchers using such devices. Luckily for you, Unbounce’s platform includes mobile-friendly templates that you can incorporate into your PPC campaign. This will eliminate the hassle of trying to find a landing page structure that is compatible with all device types.

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How Can I Learn More About PPC?

Here are some articles from our blog that can help B2B companies with PPC:

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How to Revamp Your B2B PPC Strategy

Here are some high-level tips on reworking your ads strategy:

Focus on High-Volume Keywords

For Google Ads, the main premise of your targeting is around keywords, which means that it is very important to perform proper research first. If you have never performed keyword research before, here is what we suggest you do to get started:

  • Compile a list internally of terms that are most relevant to your products and services and be sure to add variants of similar terms (ex: machining company and machining business). Go as broad as you can.
  • Use the Google Ads keyword planner to see if terms from your list have high search volume, and what types of competition they face. You will be able to narrow down your list from here to make it more specific.
  • Either use a tool such as SpyFu to see if your competitors are targeting these terms or do it manually by searching for the terms yourself and seeing what ad results are in the top three.
  • Once you have decided what terms make the most sense for you, divvy them up into different groups and decide what types of campaigns you want to try based on the types of keywords Google Ads allows:
    • Broad match – Your ads could show for searches that Google thinks are related to your keyword, but may also include searches that don’t contain the keyword. Example: fat-free diet ideas -> diet books.
    • Phrase match – Your ads could show for searches that Google believes include the meaning of your keyword if it is deemed to be implied, and search queries can be a more specific form of the meaning. Example: hiking boots -> comfortable hiking shoes.
    • Exact match – Your Ads could show on searches that are the same meaning or intent as the keyword. This option gives you the most control over who sees your ad. Example: men’s shirts -> shirts for men.
  • And once you have a finalized list of terms, be sure to then also create a hefty negative keyword list that will let Google know what types of terms you don’t want to show for. Some examples of terms on negative keyword lists include “jobs,” “salaries,” “tips,” “idea,” “beginner,” and more.

Improve Your Quality Score

For the keywords you target in your ad groups, Google will give you a score for your landing page in correlation to your ads and keywords. Higher quality scores can lead to lower costs per click, and who wouldn’t want that?

Explore Other Platforms

While Google Ads is undoubtedly the most popular way to do pay-per-click marketing, there are still plenty of other channels out there!

Whether you want to target people who have already visited your website, narrow your focus to specific job titles, or just promote some of your social media posts, there are various channels that can let you do this while providing some new ways to generate leads.

Here are some popular networks:

Makeover Landing Pages

Along with everything you can do to landing pages to improve your quality score for Google, you also should work to improve your landing pages for customers as well.

As you look at your landing pages, put yourself in the shoes of your ideal customer, and ask yourself these questions:

  • Does the landing page give direct information about the main keyword, such as what it is, its features, and why customers should choose you?
  • Is there an easy way to make a purchase or contact your business?
  • Is the text easy to read? Is there too little or too much white space?
  • Is the color scheme high contrast and visible on different screens?
  • Are there busy interruptions on the page, such as auto-playing videos or pop-ups?

These questions are a great way to take a step back from being a marketer and think like a consumer for a moment. From this POV, you can then begin addressing some design features that could be preventing the people who click on your ads to take action.

Pro tip: We really recommend trying Unbounce to make custom landing pages with loads of great features!

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Four Things You Can Do Right Now

  1. Page variants – Are all your ad groups using the same landing page? Even if your keywords are very similar, it’s a good idea to make different versions of your landing pages to target different terms to help boost scores.
  2. New copy – From your headers to the body text, there are always opportunities to edit your copy to improve it with more specific keywords as you craft new page variants.
  3. Fix images – Load time is actually a factor in your quality score, with one culprit of slow loading pages being images. Check how big the photos on your landing pages are and see if they can be resized and converted into optimal formats: WebP, JPEG, or PNG. For more information on how to improve your pages’ speed, check out our video on how to increase load time.
  4. Remove scripts – Something that often makes landing pages load really slowly as well is a large amount of unnecessary coding on the site. You can use Google’s PageSpeed Insights test to see if you have any lingering code on your site that is making your pages slow.

Our Services Beyond B2B PPC

At Sixth City Marketing, we’re experts in all forms of digital marketing and have used our skills to assist B2B companies in getting the leads and new business they’ve been seeking. In addition to PPC services, our team can supply the following:

  • On-page SEO – Search engine optimization, or SEO, comes in several forms, with on-page SEO being one of its most prominent types. For your B2B company, we will assess your current marketing efforts and then craft a tailored strategy to make your site more visible in the eyes of search engines. Common tactics include keyword research, content creation and optimization, design for conversion website adjustments, and much more.
  • Off-page SEO – This form of SEO complements on-page SEO in that it shores up elements outside the parameters of your website to boost your online presence and get you more visitors and leads. Common tactics include Google Business Profile optimization, link building, unlinked mention research and acquisition, guest post outreach, and more.
  • Local SEO – Combining aspects of both on-page SEO and off-page SEO, local SEO is an approach designed for businesses that are targeting a specific city, state, or region. If your B2B company serves a more local or regional clientele, then local SEO is likely ideally suited for you, as it allows you to target only the most relevant customers and avoid competing online with businesses in completely different areas of the country.
  • Technical SEO – This type of SEO can be implemented alongside all of those listed above, and is designed to improve the infrastructure of your website. Elements that are examined and improved as part of technical SEO include website security, mobile-friendliness and responsiveness, website speed, schema markups, duplicate content, page redirects, and much more.
  • Website design and development – Taking technical SEO a step further, our website design and development services can greatly improve the functionality of your site and position you well for acquiring leads from visitors. For complete website redesigns, we recommend either WordPress or Shopify. Both are streamlined and easily customizable, making them stand out from other platforms, with Shopify being particularly ideal for B2B companies that want to sell their products directly from their sites.
  • Conversion rate optimization – Also known as CRO, this approach assesses your site to determine what might be hindering your conversions and then determines a path forward for improvements. Common issues can include slow page loading times, a lack of mobile-friendliness, overly complicated contact forms, unclear or missing calls to action, and more. Our design for conversion tactics will address any of these problem areas and shape up your site, clearing the way for more sales.

Why Parter With Our B2B PPC Experts

Since opening our doors in 2010, we’ve worked with businesses of all sizes in a variety of niches to help them maximize their marketing budget and obtain more sales from the work we provide. A handful of the B2B-type industries we often partner with include:

And to better show our work, here are some of the results we’ve been able to produce include:

  • Increasing paid leads by 148%
  • Increasing conversions by 295%
  • 90% of leads were qualified, resulting in sales
“I’ve worked with Sixth City Marketing for multiple years now for my PPC and SEO needs. They have consistently delivered a high-quality product, are professional, and deeply care about their customers. They listen to my business needs and work with me to help my business grow. I’ve seen a massive improvement in the quality of leads, website visitors, and click-through rate. My website has experienced immediate positive results from suggested website changes, with increased forms completed, increased phone calls, and increased pages per visit. Other PPC companies I’ve worked with just waste ad spend, while Sixth City Marketing makes use of every penny.” – Jennifer Hristovski, SprayWorks

Looking to Outsource Your PPC Marketing?

We can help. Our agency has worked with dozens of companies for not only pay-per-click, but also B2B marketing strategies such as SEO, website design, and more. We’d love to chat with you about how we can help you get the most bang for your buck in 2024 and beyond. Reach out today.

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