You made it. After extensive keyword research, thorough segmentation, and perfecting a killer copy, you just launched your first Google Ad campaign. The problem? You are not getting any leads.
You start to backtrack, puzzled about what might have gone wrong, and then it hits you. There is a dimensional gap between B2B and B2C marketing, and making the jump requires a mindset shift.
Selling to customers is a more immediate process. The thought process behind customer sales is more straightforward, often emotionally driven, and it occurs within the individual mind. Meanwhile, the business buying process goes through multiple heads and careful decision-making as the sale is often attached to long-term commitments (e.g., a yearly contract).
Now, while B2B and B2C are two worlds apart, they share a key similarity: for both instances, buying processes often begin with an online search.
This makes Google Ads a solid tool for B2B Marketing. Now all you need to do is tailor your ads to your B2B audience.
Google Ads and the Psychology of B2B Sales
Previously, we talked about how B2B decision-making is logic-driven. Most businesses conduct problem-focused searches: they have a problem, and they are looking for someone who can solve it.
Consider the fact that most businesses are looking for a solution provider for long-term problems. Rather than making a one-time purchase, they are looking for a partner. Therefore, try to adopt a reliable and trustable tone for your copy and keywords. Words like provider, solutions, optimization, supply, and troubleshooting work great as entry points and will drive positive results. Other keywords like demo, quote, and trial can help you seal the deal and build trust.
Another good tip for reaching your B2B audience is to be as specific as possible.
- Describe the problem they are facing and walk them through the solution.
- Numbers help avoid vague copy. i.e., 21-day trials. 1500 successful ad campaigns.
- Cut unnecessary words. Tell mini stories. Follow it with data.
The Best Google Ad Types for B2B Marketing
Depending on your campaign goal, choosing specific Google Ad types can yield better results. Since we are working with businesses that are actively searching the web for solutions, Google Search Ads with PPC are the most reliable option and should be the main focus of your Google Ad Campaign.
With Google Search ads you are also generating brand awareness and consolidating your position in the market. This is an investment opportunity since you are positioning your business amongst solution providers even if you are not immediately converting.
Note: B2B conversion takes longer than B2C. Sales can take months. Use that time to build trust and seal a long-term deal.
Display ads are also a great fit for B2B marketing. Visual marketing is all about creativity and with granular targeting it can strike a great partnership. Other Google Ad Types include Video Ads, Shopping Ads, and App Ad Campaigns. If you are offering digital solutions for businesses, offering a demo through App Ad Campaigns might work for you.
Quick Case Study: Grammarly B2B Marketing Strategy
Grammarly is an English writing assistant that serves as a superb B2B example. Offering Grammarly Business as a solution through both Display Apps and App Ads, the marketing department decided the best time to display their ads is when a potential buyer is typing something anywhere on the web. The first ad stage includes Display Ads that are programmed in order to target specific pain points like improving email marketing or writing better copy. Then, at a later stage, they use App Ads offering an immediate solution.
Case Study: Premier K-12 Global Network of Schools
Like many, this premier K-12 school network saw decreased enrollments (national and international) for the few years following the COVID pandemic. They had to quickly shift to online learning platforms, which proved a challenge for teachers, parents, and kids. As a solution, Rutkin Marketing offered consulting services for an interactive and responsive website design for their 17 schools in North, Central, and South America. A focus on paid ads (search, display, and app ads), SEO, and lead generation strategies improved their enrollment by 10%. With the average annual tuition being $40,000, this equates to an $8.5 million increase in revenue.
Optimize your B2B Google Ads Strategy and get More Clicks
If you are used to B2C marketing, changing your mindset can take some time. From identifying your potential audience to redirecting your copy approach, creating a solid B2B Google Ads Strategy requires extensive work. Schedule a Free 30-Minute Assessment with us and get the most out of your Google Ads campaign.
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