PPC for B2B: 5 Tips for Successful Campaigns

The hardest part of PPC is dialing it in for success, find out how to use PPC for B2B business advertising successfully.

PPC for B2B

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Pay per click advertising is getting increasingly popular in the B2B sphere. Many businesses use it as a source of obtaining new clients all around the globe. But running a PPC campaign for targeting other businesses is not easy, especially when you don’t have a strategy.


In this article, Alpha Efficiency will give you five tips for running effective campaigns in B2B advertising.


1. Understand your target audience

Satisfying users’ search intent is very important for PPC campaigns. Try to understand your target audience as much as possible. The key reminder is to never take wild guesses.  Perform detailed keyword research to see exactly what they type in search engines when looking for a certain product. Keyword lists are always different for B2B PPC campaigns as they include more industry-specific terminology. After you set up the campaign, measure conversion rates for different keywords. This will allow you to adjust your bids accordingly.

2. Use negative keywords

Successful PPC campaigns use negative keywords to eliminate unqualified clicks. Since your goal is to attract other businesses, try to exclude keywords that don’t apply to B2B services. Otherwise, you will be reaching an audience that is too broad, which would negatively affect your conversion rates. Targeting the right users is crucial for the effectiveness of every PPC for B2B. Keep in mind that quality is more important than quantity.

3. Include B2B call to action

Include a call to action that will attract only those interested in B2B services. If you write something like ‘Shop now’, people might get misled and click. In return, you will have to pay for clicks that don’t convert. Here are a few phrases that you can use instead:

  • ‘Request More Info’
  • ‘Download Product Catalog’ 
  • ‘Learn more’
  • ‘Request a Demo’


 Of course, if you come up with something original, feel free to put it in your CTA. Just make sure that it clearly resonates with those interested in B2B services. Your call to action should be on a landing page too.

4. Design landing pages

Landing pages are a crucial part of every successful PPC campaign. They have to leave a great first impression about your business and deliver on the promise that you’ve made in the ad. It should be clear that you provide B2B services, and the call to action should be highlighted throughout the landing page. Also, since a landing page must provide a great user experience on both mobile and desktop devices, creating separate versions for different screen sizes might be the best choice. 

5. Measure and experiment

Always look for ways to improve your PPC campaign. You can try experimenting with different versions of ad copy, landing pages, call-to-actions, negative keyword lists, or whatever you think needs tweaking. The point is, don’t just set up the campaign and forget about it. Conduct good old A/B tests to see how visitors respond to the changes. You will find out that every element has an impact. And even when you are happy with the results, continue measuring key parameters. It is the only way to succeed.

Final words

Sometimes it can be tough to get in front of the competition in PPC for B2B, especially if you’re not ready to invest a lot of time in research and learning. But if you want to run a successful campaign, apply the tips we gave you in this article. Many successful digital marketers use them.