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B2B Google Ads
Hi! I need some tips and advice on how I can improve my google ads for a B2B company – what optimizations do people do as best practices? or what sort of ad types or bid strategies that are recommended? I run lead forms as well but I’d like to improve it further.
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1 Reply
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Remarketing is really important in B2B. The sales cycles are long, with decision makers likely looking at multiple options before converting. I’d look into RLSAs, as well as potentially creating a display campaign to target people who came to your site but didn’t convert.
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Demand Gen works with pretty well for B2B. Search + Maps / locations works really well. Call ads are a must. You can try lead forms too. tCPA & Max Clicks are my go to starting out. Gmail exposure seems to be really key
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Hey there!
Welcome to the world of B2B google ads! I’ve built 90% of my career here and it’s honestly my favorite area of this field so feel free to reach out if you want to have a super nerdy chat about b2b advertising haha
Back to your question:
I’ve always found that where B2C can have many more tactical options and ad/campaign types available, B2B is very much about doing the foundational elements extremely well and consistently.
Because you won’t have as much data as you may be used to in B2C, B2B is about making sure that every click is used to build history as efficiently as possible. There is a lot to go into here, but think about how each keyword, ad group, rsa, and campaign is designed to maximize an aligned collection of signals. Lots of signals + aligned signals = efficient machine learning = great success.
Diving into RSAs a little bit more, in B2B you will likely have a lot more focus on the type of prospects you are trying to reach. This means you can use shorter, more pointed RSAs which will benefit from quicker learning (maximizing total reach isn’t as important as reaching the right people).
In terms of bid strategies, you’ll find some value based bidding strats perform much more poorly without the instant feed of an online sale. Tcpa is the gold standard here, but starting with it can mask imperfections in your account structure that can lead to a lower ceiling of performance. Start with manual cpc, tune the account by hand, and work your way into more advanced strats.
Let me know if you have any other questions that I can help answer!
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The Optimization totally depend on your Strategy, like how wannt to going what is you main Focus goal? Whats your Niche? What is the current Ads position etc.
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