When it comes to marketing strategies, business to business (B2B) marketing can differ greatly from business to consumer (B2C) marketing. However, one strategy B2B companies overlook is paid search (also known as pay per click or PPC). Paid search for B2B can be a good source of lead generation when done correctly.

Any B2B PPC agency can tell you that paid search is a good idea, but here are 4 reasons why paid search for B2B works:

1. B2B Buyers Use Google Too

As consumers, the first thing most of us do when looking for an item to buy is turn to a search engine like Google, so it makes sense that those in the B2B world would too. In fact, 87% of B2B enterprises find new content through search engines.

2. Instant Results

SEO (or search engine optimization) is a long process, and it can take months to improve a website’s ranking. While SEO is important, even for B2B industries like manufacturing, paid search for B2B can get you results right away. Optimizing ads, keywords, and campaigns consistently can help increase your leads from search without waiting for SEO efforts to pay off.

3. Get Ahead of Competition

Competitors who rely only on SEO can rank number 1 organically, but paid search results may still appear above them on the search results page. By using paid search, you can show up above your competition. For example, if you were a manufacturing company, using paid search could bring a potential buyer to your company’s’ website, even if your SEO needs work. This manufacturing site may rank 20 or 30 for a specific keyword organically, but paid search for manufacturing can show their ad as the first search result.

4. Remarketing

In 2019, 94% of B2B buyers researched new purchases before interacting with a sales representative. While the ultimate goal of paid search for B2B is to capture a lead towards the end of a buyer’s journey, paid search can be utilized towards the top of the marketing funnel. With PPC campaigns, you can show an ad to a user who has clicked on one of your ads in the past. Using custom landing pages for remarketing campaigns, you can help push a B2B buyer into making the decision to contact you.

Using manufacturing again as an example, paid search for manufacturing can help target someone who visited your site in the past looking for safety products for a warehouse. Through a remarketing campaign, you can use a specific landing page that may push the user to fill out a contact form. Since they have visited your site before, you can assume they have already done product research. This means they may be ready to take that next step into contacting you.

Make the Most Out of Your PPC Campaign

Paid search for B2B can be challenging. Often the keywords have low search volume and can sometimes be expensive. However, the pros of an optimized paid search ad campaign outweigh the challenges. Hiring a good B2B PPC agency can help. A professional marketing agency can increase the performance of your ad campaigns by using their expertise and resources to run a smooth campaign. This gives you time to manage your business.

Contact Mascola Group, a B2B PPC agency, to learn more about paid search and how it can benefit your company.