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It’s no mystery that reaching a B2B audience with Google Paid Search Ads is tricky. B2B campaigns have to deal with a variety of challenges that can make even the most seasoned digital marketer want to pull out their hair. From smaller search volumes to highly competitive keywords, B2B search campaigns can feel like more trouble than they are worth. 

However, with some persistence and hard work, paid search can be an integral part of a B2B’s inbound marketing efforts. Remember, 81% of B2B purchase cycles start with a web search.

Here are three tips to help B2Bs boost lead generation with Google Paid Search Ads:

1. Negative Keywords

Keywords are at the very heart of Google Paid Search Ads. These are the words that trigger ads to show. While these are vital, it is also important to filter out the keywords that aren’t relevant to your audience. Think of keywords like “free” or “how to.”

Remember, people search for weird things, and these may not be relevant to your brand.

By preventing your ad from showing on irrelevant searches, you save money on wasted clicks and create more opportunities for it to display on searches that are relevant and could lead to conversions.

Use Google’s Keyword Planner to help you find negative keywords. Enter your product or service, and Google will show you a list of related terms. Any terms you don’t want to show for, add to your negative keyword list. 

2. Extensions

When it comes to the search engine results page, the more real estate you can take up the more likely you will get a click. Extensions are snippets of information that are included with search ads to create more compelling ads. In fact, adding on extensions can increase your click-through-rate by 10-15%.

With ad extensions, you can provide additional links to your site, promote special discounts and offers, and provide other information that can draw customers in and increase click-through-rates. 

All of these extensions are built into Google Ads; you just have to set them up. Experiment with them to find out what works best for your campaign.  

3. Tailored Landing Pages

The landing page is where your customers go when they click on your ad. This is your chance to convince them to convert – to buy your product, fill out a form or download a resource. 

Sending your customers to a generic page on your website is not going to convince them, mainly because they won’t find what they are specifically looking for.   Instead, you should send them to a tailored landing page with highly relevant content. The page should provide information that reinforces the promise of the ad and has only one call to action (CTA). By simplifying the options available, you can help ensure a smoother path to conversion.


Google Paid Search Ads can be a vital part of your inbound marketing efforts. Using these tips can help ensure that your ads are getting in front of your potential customers. 

Ready to start using Google Paid Search Ads to drive new leads? Contact us at joep@eisenberginc.com or call 214.528.5990

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