In B2B marketing, lead generation is the most important step in marketing and sales. Marketers know that there are many strategies to build a strong lead generation system, including search engine advertising.
If you don’t have anyone to sell or trade with, sales will slow down. In fact, a survey conducted by Drift found that 53% of market leaders say pipeline is their most important marketing issue. If you want to build a pipeline, you need a show.
That’s probably why there are thousands of tips, strategies, webinars, and guides on how to generate more leads for your B2B business. Most of the focus is on methods such as lead magnets, which are based on traffic arriving at your website.
If you haven’t considered using Google Ads for lead generation, you’re missing out on one of the most effective and scalable B2B lead generation magnets.
How to secure a B2B audience with Google Ads
So, how do you find Goldilocks leads who are not yet in the funnel and less willing to convert? Below is the process I use to help B2B clients generate leads using Google Ads.
1. Find right (high-objective) keywords
Finding the right keywords can be a journey. First, many B2B marketers start by putting their keywords, such as their brand name, and leave it at that. Or they’re targeting broad, high-intent keywords like “buying ,” instead of narrowing down your business keywords, they’re looking for long-tail keywords that indicate higher buyer intent.
For example, instead of throwing out something like “Best CRM,” which shows potential customers comparing options, phrases like “Best CRM for subscription services” or “ GDPR compliant” .” These trends indicate that the user is ahead of the curve and close to converting.
Tools like SEMRush’s Keyword Magic tool or Google’s Keyword Planner can help you create a series of keywords based on monthly search volume, location, goals, and more. The international B2B marketplace and other prominent names make sure to use the right tool for their business.
Don’t save and forget your keyword research. After a few weeks, check the data to make sure your changes are working and you’re getting the results you want. If not, you can modify your keywords to find high quality keywords that are suitable for your business.
2. Choose a campaign goal
Once you’ve prepared your keywords, head over to Google Ads. If you have an account, please login. If not, create your account – they’ll walk you through setting it up, connecting it to your website, and adding payment options.
Next, plan your campaign. The first question Google will ask is “What is the primary goal of your ad?” Note that Google looks at your business to determine which ads make sense, so your options may vary.
Choose the option that makes sense for your lead generation campaign. For example, choose this option if the event is about getting notifications. Choose the traffic option if you want to drive traffic to the magnet or webinars. If you’re not sure, pick one and try it out. You can run another campaign regularly to see what drives the most conversions.
3. Choose the right media
Now it’s time for the tricky part – choosing the type of ad. There are different types of ads, and if you’re new to Google Ads, it can be a little overwhelming.
Here are the most effective methods for B2B lead generation:
- Responsive search ads: These ads tailor ad copy based on the user’s search, so they are more relevant. They also offer multiple themes and ad copy options as well as A/B testing. Make sure the different styles work together, otherwise you’ll end up with a weird ad! That’s what the Chinese B2B platform uses.
- Powerful Search Ads: Dynamic ads are automatically generated by pulling data from your website, so make sure you have a well-designed website for Google to get what it wants. However, this is not ideal for websites that are constantly updated.
- Text Ads: These are the most common types of ads. They are usually cheap and lack attractive graphics. However, they allow you to reach high-quality searchers who are ready to buy now.
4. Use Google Ads Extension
Google Ads Extension extends the power of your search ads by allowing you to add buttons, collect leads, direct users to call you, and more. Extensions can also expand your physical ad reach in search results—making your ad bigger and more prominent!
Here’s the thing – Google chooses which extensions to show you based on your business goals, so you may not have access to all of them.
