B2B Google Ads Lead Generation Strategy

The B2B PPC Challenge

B2B advertising is fundamentally different from B2C. You're dealing with longer sales cycles (often 3-12 months), multiple decision makers, higher transaction values, and the challenge of reaching business users rather than consumers.

The strategies that work for e-commerce—broad targeting, impulse-buy messaging, high volume at low cost—often fail spectacularly in B2B.

Keyword Strategy for B2B

Focus on High-Intent Keywords

B2B searchers often use more specific, professional terminology. They're looking for solutions to business problems, not consumer products. Target keywords that indicate buying intent or late-stage research.

"Enterprise software for [function]"
"[Product category] vendor comparison"
"[Industry] management platform"
"[Product] pricing" or "[Product] demo"

Negative Keywords Are Critical

B2B keywords often overlap with B2C or job seeker searches. Build comprehensive negative keyword lists including "jobs," "careers," "salary," "free," "cheap," and consumer-intent modifiers.

Audience Targeting

Layer Audience Targeting

Use audience targeting in observation mode to gather data on who converts, then switch to targeting mode to focus budget on the best-performing audiences.

In-market audiences for business services
Custom intent audiences based on competitor research
Similar audiences based on your CRM data
Customer Match for ABM targeting

Demographics Matter

In B2B, demographics can proxy for job seniority. Higher income and age brackets often correlate with decision-making authority. Test bid adjustments accordingly.

Lead Quality Over Quantity

The biggest mistake in B2B PPC is optimising for lead volume. A campaign generating 100 leads at £10 each sounds better than 20 leads at £50 each—until you discover only 2 of those 100 leads are qualified, while 15 of the 20 become opportunities.

Implement Lead Scoring

Define what makes a lead qualified (company size, job title, budget)
Track lead quality through your CRM
Import offline conversion data back to Google Ads
Optimise campaigns for SQL, not just form fills

Landing Pages for B2B

B2B landing pages need to address different concerns than B2C:

Establish credibility with case studies and logos
Address risk concerns with guarantees and trials
Include social proof from recognisable companies
Offer multiple conversion points (demo, free trial, whitepaper)
Consider gated content for early-stage prospects

Remarketing for Long Sales Cycles

B2B sales cycles mean prospects need multiple touches before converting. Build remarketing audiences by funnel stage and tailor messaging accordingly.

Homepage visitors: Awareness content, thought leadership
Pricing page visitors: Competitive comparisons, ROI calculators
Trial signups: Feature highlights, customer success stories
Proposal recipients: Urgency messaging, limited-time offers