Different PPC Strategies for B2B lead Generation

Let’s face it: Pay-Per-Click (PPC) advertising is a great way to generate more leads for your B2B business. Having said so, it is not as simple as you might think, especially in a scenario where ‘networking’ is the key to build stronger corporate relationships.

However, this should not discourage you because the Internet is a goldmine to generate quality B2B leads for your business. In fact, an average of 93% of the B2B buying process initiates with an online search, says Pinpoint Market Research and Anderson Jones PR. Another study by Blue Nile Research indicates that 76% of B2B buyers use three or more information sources when searching for a product or service. Formstack points out that 78% of B2B marketers rely on social media and Google Adwords to promote brand awareness.

PPC Strategies

The figures say it all – paid advertising is one of the most effective ways to emerge victorious among millions of B2B companies fighting for the same piece of cake.

According to Sitewit, marketers earn an average of $2 in revenues for every $1 spent on Google AdWords.”

Paid advertisements are proven to be 56% more profitable than social media, which garners a 44% ROI.




Top PPC Strategies for B2B Lead Generation

 You have invested thousands of dollars into PPC advertising campaign and have garnered substantial amount of leads. Your conversion rates are high and cost per lead is awesome.

So, where is the problem?

It is only when you start digging the results deeper that you identify a majority of these leads are in fact “junk leads.” Only a handful of them are converting into business opportunities.

The bottom line: your business is not seeing optimum Return on Investment!

Let’s dive into 5 proven PPC strategies that can help generate better quality B2B leads.

  1. Know Who Your Customer Is

 For most B2B marketers running PPC campaigns, the primary cause of poor quality leads is inappropriate targeting. While you can improve audience targeting by using Google AdWords’ fancy tools, it is important for YOU to know who your end customers are.

Developing a buyer persona is a good way to understand who you are trying to turn into your customer. Having personas lets you create ad copy and landing pages that appeal to your target audience. You can also personalise your PPC campaign based on different demographics, user preferences, interests, etc.

For example, instead of creating the same ad copy or landing pages for every customer in your database, you can easily segment by buyer personas, and tailor your message based on how you want to target those personas.


You can use the insights to better target your paid search campaign and ensure the right people see your advertisement. For better targeting and lead generation, add other important details such as:

  • Keywords that people might type on search engines when looking for products or services like yours
  • Types of websites they would love visiting
  • Customer interests in terms of products, companies or other facets that influence them
  1. Set Up Effective PPC Tracking

 To measure the effectiveness of your PPC campaign in real time, you should be able to track vital elements like which site and campaign a lead came from, conversion rate, the keyword they searched for, the type of device, and others. It is only when you have valuable insights on your fingertips that you can improve your campaign to drive B2B leads.

Whether you are running a single or multiple PPC campaigns, adding UTM codes is a great way to help track the success of your ad on the web. For your landing page URLs, include at least 6 parameters as mentioned in the image below and then set up tracking parameters in Google AdWords.

Next, go to Google AdWords >> Campaign Settings >> Campaign URL options (advanced). Enter the parameters after “{lpurl}?” as shown in the image below. That portion will be replaced with the landing page URL for each ad campaign.

Now you can track leads coming from each campaign, source or device. Based on your analysis, make necessary tweaks to increase B2B lead generation.

  1. Target the Most Relevant Keywords

 Right keywords are one of the pillars of success for any PPC campaign. Start with identifying the most relevant and focused keywords. There are many keyword research tools that can give you excellent keyword ideas.

  • Understand the searcher’s intent: To attract quality B2B leads, target keywords with the searcher’s intent of using the particular phrase. For instance, when someone searches for “Affiliate Marketing Services,” you know they are looking for companies providing Affiliate Marketing solutions. However, when they type “Affiliate Marketing,” you cannot be sure of whether they are looking for services or searching for how to start affiliate marketing. Location-based searches also convey the intent clearly. For instance, “Affiliate Marketing in London.” It implies affiliate marketing companies in London. So, you can pick keywords that speak about your services or provide valuable insights, or target both for in-depth reach.


  • Get more focused: Use Google Ads Keyword Planner or other tools to determine search volume of different keywords related to your business. Based on this, you can further segment your PPC campaigns to drive focused audience. Remember, the more tailored PPC is – keywords, ad copy and landing pages – the higher your leads will be. For instance, you can target both the segments discussed above to form “Affiliate Marketing Services in London.” Search for other related keywords and try to include the same in the ad copy or landing page for better penetration.


  • Focus on long-tail keywords: People who use long-tail keywords are the ones who have typically researched well and know precisely what they are looking for. This makes them quality prospects for your B2B business. So, when you target long-tail keywords, you are actually increasing your chances of driving quality leads. Ubersuggest is an excellent tool to get long-tail keyword ideas. It provides search volume, CPC and competition metrics in addition to long-tail keyword ideas.

You can also use Google search result page to get ideas for long-tail keywords. See the example below:


  1. Create Ad Copy that Focuses on Your Visitors

Often marketers make the mistake of creating PPC ad copy that solely targets on getting higher click-through rates. Rather, it should revolve around your potential visitors to get qualified traffic that is more targeted and relevant to your B2B business. Add the following elements to your PPC ad copy to make it more focused:

  • Industry: If you specialise in specific verticals, make it clear in your advertisement. For instance, your ad could be “Affiliate Marketing Services for Real Estate.”
  • User Persona: Including user persona in the ad copy is another way to personalise your campaign and drive definite B2B leads. For example, you can add phrases such as “Affiliate Marketing for Beginners,” or “Affiliate Marketing for Small Business Owners.”
  • Size of Business: For more focused leads, include specific catchwords that reflect the business size you target. You can create ad copy such as “Enterprise Class Affiliate Marketing Services” if you want to target large businesses.
  1. Customise Your Landing Pages

 Quality landing pages are an excellent way to maximise conversion rates. When optimised properly, they have the ability to drive more B2B leads than any other source. The best ways to do this are:

  • Create landing pages that focus around the needs and challenges of your target ad groups
  • Have tailored pages for each ad group or segment
  • Test several offers to evaluate which is getting you more leads – Schedule Demo, Free Trial, Request Consultation, etc.
  • A/B test the landing pages to determine what parameters are driving most leads, conversions and ROI
  • Match your ad copy to landing page to drive more leads. In the example below, even through B has a more attractive headline and sub-heads, A has driven more leads by 115% because visitors could connect it to the ad copy


 PPC advertising is an excellent way to drive increased B2B leads. These five PPC tactics will help you build targeted ad campaigns, well-optimised for lead conversions and to boost your bottom line.

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1 thought on “Different PPC Strategies for B2B lead Generation

  1. Pay-per-click marketing is a way of using search engine advertising to generate clicks to your website, rather than “earning” those clicks organically.

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