B2B PPC
B2B PPC optimised to pipeline, not form fills
B2B PPC is paid advertising for businesses that sell to other businesses, where a sale can take months and one customer can be worth more than a year of clicks. The difference from consumer PPC is measurement: we connect campaigns to your CRM so Google and Microsoft learn which clicks became qualified opportunities and customers, not just which ones filled in a form.
In short
- Offline conversion imports from your CRM
- Microsoft and LinkedIn for job-title reach
- Search terms kept tight to buyer intent
Not sure where to start? We review your account, tracking and landing pages first, in writing.
Why B2B accounts go wrong
Ask Google to maximise form fills and it will find the cheapest ones: students, job seekers, competitors and people who wanted something free. For a B2B business with a sales team, those leads cost more than they look, because someone has to qualify and discard them. The fix is to tell the platform which leads mattered.
- 01Capture the click IDStore the Google click identifier (gclid) and the Microsoft equivalent with each lead in your CRM.
- 02Mark the stagesQualified lead, opportunity and customer, with values where you have them.
- 03Import the outcomesSend those stages back to Google Ads and Microsoft Advertising as offline conversions, automatically where your CRM supports it.
- 04Bid on what mattersMove bidding to the qualified stages once there is enough volume, so the platforms optimise to pipeline.
Search terms and intent
B2B search volume is small, so every irrelevant click matters more. We keep match types tighter than in consumer accounts, build negative lists for jobs, training, free, templates and definitions, and write ads that qualify as well as attract: stating who the service is for, the minimum engagement or the price point, so the wrong people do not click.
Beyond Google
Microsoft Advertising carries a larger share of desktop and workplace searches and can adjust bids by LinkedIn profile data, which makes it unusually good for B2B. LinkedIn's own ads reach people by job title, seniority and company, at a higher cost per click; we use them for specific account lists and high-value offers rather than as a general lead source.
Patience and reporting
With a 90-day sales cycle, this month's spend shows up in next quarter's revenue. We report leading indicators weekly (qualified leads, cost per qualified lead) and pipeline and revenue monthly, so nobody switches off a campaign that is working because the revenue has not arrived yet.
Related
Where this connects
Microsoft Advertising
Bing, Edge and the Microsoft network: often cheaper clicks from an older, busier audience.
SaaS
Trials and demos at a cost per acquisition the payback period can carry.
Analytics and tracking
GA4, Tag Manager, server-side tagging and enhanced conversions, set up so the numbers are true.
Google Ads management
Search, Performance Max, Display and YouTube, built around the searches that buy.
Questions people ask us
What is an offline conversion import?
Sending outcomes that happen after the click, such as a lead becoming a qualified opportunity or a customer, from your CRM back to Google Ads or Microsoft Advertising, so their bidding learns which clicks produce real business.
Is LinkedIn advertising worth it for B2B?
For specific audiences and high-value offers, often yes, despite a higher cost per click, because it targets by job title, seniority and company. As a general lead source it is usually more expensive than search.
How long before B2B PPC shows results?
Leads and cost per qualified lead are readable within weeks. Revenue follows your sales cycle, so a business with a three-month cycle should judge pipeline after about one quarter.
Which CRMs can you connect?
Most CRMs that can store a click ID and export or sync outcomes, including HubSpot and Salesforce, which have native connections to Google Ads. Others work through a scheduled upload.
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