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Google Ads Lead Generation - B2B - Google Partner

Google Ads Lead B2B Generation can be an excellent platform to reach new business to business leads. It is a different world from e-commerce and needs to be treated that way.

From keyword and audience selection, through to offline tracking and reconciliation. A full end-to-end strategy has to be delivered.

With niche keywords, lower market volume and often higher CPCs you need an experienced agency to drive new customer acquisition. Reach out for an informal chat today.

Please provide us with some details and our team will get back to your shortly.

Our Approach - B2B Lead Generation

Our paid search term have been working with clients for over a decade. Fine-tuning our Google Ads Lead Generation and B2B strategies.

Every B2B client is unique, and the challenges in lead generation add in several new dimensions. We utilise multiple data sources to conduct in-depth keyword research.

Often in B2B Paid Search, there is a blurred line between consumer and business search terms. This is where a well planned strategy can get ahead of the competition. Therefore we layer in detailed demographics such as company size, specific industry targeting and similar audiences. This helps fine-tune our ad delivery and try and reach the most relevant users for each business.

Conversion tracking is arguably more important for B2B than B2C marketing. More often than not, B2B conversions are taken offline to complete often months-long sales processes.

By utilising Google Tag Manager, Google Analytics and your own CRM system, we track the sales process along the full chain from prospect to client. We pass this data back into our marketing decisions to further fine-tune and refine your marketing budget. Proving in black and white, the true value of your B2B marketing.

Lead Generation and B2B marketing can be complex, but the tools are there to give it the best chance of working for you. Reach out to our team and find out how we can help your grow your customers efficiently.

To maximise the opportunities available to B2B marketers, you need to utilise all available tools. Directly linking your ad clicks to your offline revenue.

This is the foundation often missing to prove the value of your marketing. We deliver this tracking as standard for every client.

One of the primary challenges faced by B2B advertisers is proving the profitability of their marketing efforts. When sales transition offline, it becomes crucial to accurately attribute sales and revenue to marketing initiatives. The good news is that you can achieve this.

While not widely utilized, there is a range of easily accessible tools that facilitate linking offline conversions. These tools enable you to definitively demonstrate the value of your B2B marketing through Google Ads.

By familiarizing yourself with these tools and considering the relevant areas, you can establish a robust PPC strategy that instils confidence in your approach from the start.

The key elements of focus here are comprehensive keyword research and a detailed tracking plan. Neglecting these areas often puts your advertising efforts at a disadvantage, making recovery challenging.

However, building a strong Lead Gen PPC strategy extends beyond these fundamentals. To maximize your company’s chances of success, it’s essential to incorporate various data sources and research, including:

Customer and audience research
Market insights
Seasonality considerations
Competitor research, with a particular emphasis on their advertising strategies
Leveraging all available tools within Google Ads, such as Display, YouTube, and Dynamic Search Ads

By incorporating these elements into your strategy, you can enhance your lead generation efforts and optimize results effectively.

Thoroughly researching your products and the way your customers search for your products is key. Check out our guide to using the Google Ads keyword planner

When advertising on PPC, Google can take a lot of liberties in terms of what it thinks is relevant for your business, and you can sometimes spend your media budget on clicks which aren’t as relevant.

This isn’t to say that Google Ads doesn’t work, but you need to know how to utilise the tools to your advantage.

Researching keywords means that you have a solid understanding of the types of searches you would like to show your adverts against, and just as important those which you don’t want to show.

After through keyword research, look at the size of company your ideal customer comes from, the geographic regions, age ranges and other demographic features.

If you track data in your CRM system, lots of this data is readily available to help overlay and finetune your performance.

For example in Google Ads, you can indicate to Google the size of company (from small businesses through to multinationals) which you would like to target your ads to. Along with the industry the are based in.

All of these features help refine your strategy, and make your marketing budget work efficiently to reach potential customers.

In the next section we’ll focus on the second foundation, tracking.

PPC B2B Lead Generation - Tracking

With the ultimate goal of growing your customer base, being able to understand if your marketing efforts are working is absolutely essential.

Tracking is the method of knowing which users come to your website and complete a desired action such as contacting your sales department, or downloading a report or brochure.

By knowing this information, you can then easily see exactly how much you are spending on advertising. And more importantly, how many leads you are generating from that budget.

Within e-commerce, this is generally straight forward as the “conversion” is usually a user purchasing a product, with a revenue amount directly associated with it – So the calculation of the results: How much revenue did I generate from my media budget, can be almost instantaneous.

But with B2B marketing and lead generation, the reality is usually more complex, with multiple conversion points, and often a sales process taken offline that can last for weeks if not months

At the most basic level, you need to know in Google Ads or Google analytics (preferably both) if a user completes a desired action – This is called conversion tracking.

But for B2B, to really understand your performance, you need to track those conversions through to the end of the sale funnel – And pass that data back into your advertising.

This way, like e-commerce, you’l be able to see exactly how much revenue you are generating and have confidence in your investment.

Google Ads B2B Conversion Tracking Is Never One-Size Fits All

Google Ads B2B tracking is not a one-size fits all unfortunately, but the tools are available to get this holistic view and do what online advertising always promised – To link your sales and revenue to your media budget.

To track this holistic view, you will need to pass additional information along with your conversion on site.

For example, rather than just knowing that a contact form was submitted, if you also include your advert ID (called a GCLID) when the conversion happens, then this can be added to your CRM system, and passed back into Google Ads at different stages of your sales process.

Telephone and call tracking can be added to your website, again attributing calls and sales back to your marketing efforts.

Systems vary widely from company to company, but the overall goal is the same – To link your marketing efforts to you real-world results. Getting this right before you invest in your marketing will have a huge difference on results and justification of your marketing budgets.

Get in touch with our team to get a better view on your marketing investment and results.

More details of our Google Ads B2B Services

B2B Keyword Universe Foundation

Our team firstly understand your products, and then thoroughly research your keyword universe in the mindset of B2B customers.

We utilise a wide range of tools including Google Ads keyword research, google trends, SEM Rush, Ubersuggest and other competitor tools to reach the most accurate and wide keyword range.

Lead Gen End-to-End Tracking Solutions

As detailed above, detailed tracking is essential. Our team work with Google Tag Manager, Google Analytics, GA4 and Hubspot amongst many tools to implement for you end-to-end conversion tracking to allow you to see your true performance and assess and justify your marketing budget.

Market Seasonality Planning

Link any industry or vertical, seasonality planning is hugely important and can be revealing.

A relatively straightforward task to undertake, the detail is in applying those insights into your campaign and budget planning.

We forecast annually for all of our clients, with justifying reasons such as expected increased around vital times and longer research periods.

B2B Competitor Advertising Research

Creating data feeds for Google Shopping, optimising types, product types, product categories and everything in-between.

We optimise, and test changes to shopping feeds to provide the highest relevance to customers and Google.

Our team can solve just about any Google Merchant Centre Issue, and optimise and maintain.

We can identify common keywords with competitors, and also gaps to quickly fill any new or undiscovered search terms.

MEET OUR TEAM

Mark Pitchford

I’m one of the founders and Managing Directors of 54 Digital. Before founding 54 Digital, I started my career working “client-side” – directly in businesses, generally away from marketing. Gaining experience of how a business operates from the ground up, working client-side provided me with a huge range of experience into the pressures, challenges and successes a business can have.

My career in marketing started at Microsoft, working with technology which powered online advertising platforms. After seeing the huge amount of data which was never quite fully utilised, I moved into the marketing department of an international travel firm, and directly into impacting marketing strategy and implementation.

From here I led a large team at one of the UK’s busiest marketing agencies. Providing a huge range of experience to me for over 13 years’ in total, I took that experience and created 54 Digital.

And as our history goes, a desire to share that experience and help grow our clients businesses. We love speaking to new and existing clients about their challenges and success stories, and how our experience can help them grow further.

Marzena Sujka