B2B Google Ads: How to Generate More Leads and Sales
B2B Google Ads: How to Generate More Leads and Sales
Google Ads is one of the most powerful tools for B2B marketing. It allows you to reach potential customers who are searching for solutions to their problems, and show them relevant ads that match their intent and needs.
But how do you create B2B Google Ads campaigns that convert? How do you optimize your budget and strategy to generate more leads and sales?
In this blog post, we will share some best practices and tips on how to run successful B2B Google Ads campaigns based on the sales funnel stages. We will also show you some examples of B2B Google Ads campaigns that work.
What are the Sales Funnel Stages for B2B Marketing?
A sales funnel is a model that describes the journey of a customer from awareness to purchase. It helps you understand the different stages of the buying process and tailor your marketing messages accordingly.
For B2B marketing, a typical sales funnel consists of three main stages:
- Top of the funnel (TOFU): This is the awareness stage, where potential customers are just discovering that they have a problem or a need, and are looking for information and solutions. They are not ready to buy yet, but they are open to learning more about your brand and your offer.
- Middle of the funnel (MOFU): This is the consideration stage, where potential customers are evaluating different options and comparing them to find the best fit for their situation. They are more interested in your product or service, but they still have some questions or objections that need to be addressed.
- Bottom of the funnel (BOFU): This is the decision stage, where potential customers are ready to make a purchase or take action. They have already narrowed down their choices and trust your brand enough to become customers.
Each stage of the sales funnel requires a different approach and strategy for B2B Google Ads campaigns. Let's see how you can create effective ads for each stage.
How to Create B2B Google Ads Campaigns for TOFU
The goal of TOFU campaigns is to generate awareness and interest for your brand and your offer. You want to attract potential customers who are searching for general topics related to your industry or niche, and educate them about their problem and your solution.
To create B2B Google Ads campaigns for TOFU, you should:
- Use broad keywords that target high-volume search terms related to your industry or niche. For example, if you sell accounting software, you can use keywords like "accounting tips", "accounting best practices", "how to do accounting", etc.
- Use display ads or video ads to capture attention and generate curiosity. You can use images, graphics, or videos that showcase your brand identity, value proposition, or customer testimonials. You can also use remarketing ads to reach people who have visited your website or interacted with your content before.
- Use landing pages that provide valuable information and content that educates your audience about their problem and your solution. You can use blog posts, ebooks, whitepapers, webinars, case studies, etc. You should also include a clear call-to-action (CTA) that invites them to sign up for your email list, download your lead magnet, register for your webinar, etc.
An example of a TOFU campaign is this one from HubSpot, a CRM software company. They use a display ad that targets people who are searching for "marketing tips" on Google. The ad shows an image of their ebook "The Ultimate Guide to Marketing in 2023", which is a relevant and valuable resource for their audience. The ad also includes a CTA that says "Download Now", which encourages them to click on the ad and visit their landing page.
The landing page provides more information about the ebook and its benefits, and asks them to fill out a form with their name and email address to get access to it. The landing page also includes social proof elements like logos of reputable brands that use HubSpot, testimonials from satisfied customers, and statistics that show their results.
How to Create B2B Google Ads Campaigns for MOFU
The goal of MOFU campaigns is to generate leads and nurture them towards conversion. You want to target potential customers who are searching for specific solutions or products related to your offer, and persuade them that you are the best option for them.
To create B2B Google Ads campaigns for MOFU, you should:
- Use phrase match or exact match keywords that target low-volume but high-intent search terms related to your offer. For example, if you sell accounting software, you can use keywords like "best accounting software", "accounting software reviews", "accounting software comparison", etc.
- Use search ads or shopping ads to show your product or service features and benefits, and differentiate yourself from your competitors. You can use headlines, descriptions, extensions, or images that highlight your unique selling proposition (USP), value proposition, or competitive advantage. You can also use dynamic ads to show personalized ads based on the user's search query or behavior.
- Use landing pages that provide more details and proof about your product or service, and address any questions or objections that your audience might have. You can use product pages, demo pages, free trial pages, comparison pages, etc. You should also include a strong CTA that invites them to buy your product, request a quote, schedule a demo, start a free trial, etc.
An example of a MOFU campaign is this one from FreshBooks, an accounting software company. They use a search ad that targets people who are searching for "best accounting software" on Google. The ad shows their headline "FreshBooks - The #1 Accounting Software in Cloud", which is a bold and clear USP that sets them apart from other accounting software. The ad also includes extensions that show their ratings, features, pricing, and CTA.
The landing page provides more information about their product and its benefits, and shows a video that demonstrates how it works. The landing page also includes social proof elements like logos of reputable brands that use FreshBooks, testimonials from satisfied customers, and awards that they have won. The landing page also includes a CTA that says "Try It Free for 30 Days", which encourages them to start a free trial and experience their product first-hand.
How to Create B2B Google Ads Campaigns for BOFU
The goal of BOFU campaigns is to generate sales and retain customers. You want to target potential customers who are ready to buy your product or service, and convince them to take action now.
To create B2B Google Ads campaigns for BOFU, you should:
- Use exact match keywords that target very specific and low-competition search terms related to your offer. For example, if you sell accounting software, you can use keywords like "buy freshbooks", "freshbooks coupon code", "freshbooks discount", etc.
- Use search ads or call ads to show your product or service value and urgency, and motivate them to buy now. You can use headlines, descriptions, extensions, or images that highlight your offer, promotion, guarantee, or testimonial. You can also use call-only ads to enable them to call you directly from the ad and close the deal over the phone.
- Use landing pages that provide a clear and easy checkout process, and remove any friction or distraction that might prevent them from buying. You can use checkout pages, thank you pages, confirmation pages, etc. You should also include a CTA that says "Buy Now", "Order Now", "Confirm Purchase", etc.
An example of a BOFU campaign is this one from QuickBooks, an accounting software company. They use a search ad that targets people who are searching for "quickbooks coupon code" on Google. The ad shows their headline "Save 50% Off QuickBooks Online - Limited Time Offer", which is a compelling and urgent offer that entices them to buy now. The ad also includes extensions that show their features, ratings, and CTA.
The landing page provides a simple and straightforward checkout process, where they can choose their plan and enter their coupon code. The landing page also shows the original price and the discounted price, which reinforces the value and urgency of their offer. The landing page also includes a CTA that says "Buy Now & Save 50%", which motivates them to complete their purchase.
Implement The Right Google Ads Strategy To Generate High-Quality B2B Leads And Sales
Google Ads is one of the most powerful marketing channels for B2B businesses. It allows you to reach your target audience at different stages of the sales funnel and guide them towards conversion. However, creating effective B2B Google Ads campaigns requires a clear strategy and some best practices. In this blog post, we will share some tips and tricks to help you optimize your B2B Google Ads campaigns and generate more leads and sales.
1. Define Your Goals And Key Performance Indicators (KPIs)
Before you start creating your B2B Google Ads campaigns, you need to define your goals and KPIs. What are you trying to achieve with your campaigns? How will you measure your success? Some common goals for B2B Google Ads campaigns are:
- Increase brand awareness
- Generate more website traffic
- Generate more leads
- Increase conversions
- Increase customer loyalty
Depending on your goals, you need to choose the right KPIs to track your performance. Some common KPIs for B2B Google Ads campaigns are:
- Impressions
- Clicks
- Click-through rate (CTR)
- Cost per click (CPC)
- Cost per lead (CPL)
- Cost per acquisition (CPA)
- Conversion rate
- Return on ad spend (ROAS)
By defining your goals and KPIs, you can align your campaigns with your business objectives and optimize them accordingly.
2. Choose The Right Keywords And Match Types
Keywords are the foundation of your B2B Google Ads campaigns. They determine when and where your ads will show up on the search results page. Therefore, choosing the right keywords and match types is crucial for reaching your target audience and generating high-quality leads.
To choose the right keywords for your B2B Google Ads campaigns, you need to:
- Conduct keyword research using tools like Google Keyword Planner or SEMrush to find relevant and high-volume keywords for your products or services.
- Analyze the search intent behind each keyword and categorize them into different stages of the sales funnel: awareness, consideration, and decision.
- Use negative keywords to exclude irrelevant or low-quality searches that might waste your budget or lower your quality score.
- Use different match types (broad, phrase, exact, or modified broad) to control how closely your keywords match the user's search query and how much traffic you want to capture.
By choosing the right keywords and match types, you can improve your ad relevance, CTR, quality score, and conversion rate.
3. Create Compelling Ad Copy And Landing Pages
Once you have chosen your keywords, you need to create compelling ad copy and landing pages that match the user's search intent and persuade them to take action. Your ad copy and landing pages should:
- Include your main keyword in the headline, display URL, and description.
- Highlight your unique value proposition (UVP) and benefits for the user.
- Include a clear and strong call to action (CTA) that tells the user what to do next.
- Use emotional triggers and social proof to build trust and credibility.
- Be consistent with each other and with your brand voice and tone.
By creating compelling ad copy and landing pages, you can increase your ad relevance, CTR, quality score, and conversion rate.
4. Use Different Campaign Types And Ad Formats
Google Ads offers different campaign types and ad formats that you can use to reach your target audience across different platforms and devices. Depending on your goals and budget, you can use:
- Search campaigns: These are text-based ads that appear on the Google search results page when users search for keywords related to your products or services. They are ideal for capturing high-intent users who are actively looking for a solution.
- Display campaigns: These are image-based ads that appear on websites and apps that are part of the Google Display Network (GDN). They are ideal for increasing brand awareness, reaching new audiences, and remarketing to previous visitors.
- Video campaigns: These are video-based ads that appear on YouTube and other video platforms that are part of the GDN. They are ideal for showcasing your products or services in an engaging way, increasing brand awareness, and driving traffic to your website or landing page.
- Shopping campaigns: These are product-based ads that appear on the Google Shopping tab or on the search results page when users search for products related to yours. They are ideal for showcasing your product catalog, increasing visibility, and driving sales.
By using different campaign types and ad formats, you can diversify your marketing mix, reach more potential customers, and increase your chances of conversion.
5. Optimize Your Bids And Budget
Bidding and budgeting are two important aspects of your B2B Google Ads campaigns that affect your ad performance and ROI. You need to optimize your bids and budget to:
- Maximize your ad exposure and visibility
- Minimize your ad costs and wastage
- Achieve your target ROAS and profitability
To optimize your bids and budget, you need to:
- Choose the right bidding strategy based on your goals and KPIs. You can use manual bidding, automated bidding, or smart bidding to control how much you pay for each click or conversion.
- Set a realistic and flexible daily budget that allows you to capture enough traffic and conversions without overspending or underspending.
- Adjust your bids and budget based on the performance of your campaigns, keywords, ad groups, ads, and landing pages. You can use tools like Google Analytics or Google Ads Editor to monitor and analyze your data and make data-driven decisions.
By optimizing your bids and budget, you can improve your ad efficiency, effectiveness, and profitability.
6. Test And Optimize Your B2B Google Ads Campaigns
The last but not least tip for creating successful B2B Google Ads campaigns is to test and optimize them regularly. Testing and optimizing your campaigns will help you:
- Identify what works and what doesn't work for your target audience and market
- Discover new opportunities and insights to improve your campaigns
- Eliminate any errors or issues that might affect your campaign performance
- Stay ahead of the competition and changing customer behavior
To test and optimize your B2B Google Ads campaigns, you need to:
- Run A/B tests or experiments on different elements of your campaigns, such as keywords, ad copy, landing pages, bids, budget, etc.
- Measure the results of your tests using tools like Google Optimize or Google Ads Experiments
- Compare the results of your tests using statistical methods like confidence intervals or significance levels
- Implement the winning variations of your tests and discard the losing ones
- Repeat the process until you reach your optimal performance
By testing and optimizing your B2B Google Ads campaigns, you can increase your campaign quality, relevance, and conversion rate.
Conclusion
Overall, Google Ads is incredibly effective for B2B businesses because it allows you to reach your target audience at different stages of the sales funnel and guide them towards conversion.
By following the best practices and tips we shared in this blog post, you can create B2B Google Ads campaigns that generate high-quality leads and sales for your business.
