Boost Your Lead Generation with Paid Search Tactics for B2B Brands
Did you know that pay-per-click (PPC) advertising has an average 200% return on investment (ROI)? Paid search is an essential component of any comprehensive digital marketing strategy – especially for B2B brands looking to stay competitive and drive growth.
While organic marketing tactics like search engine optimization (SEO) and social media marketing are highly effective ways to reach your audience over time, these strategies are more of a long-term effort. If you’re looking to sprint to the top of search results and target a precise audience, you may want to consider paid search.
With any new strategy, it’s important to understand the latest trends and technologies your brand can leverage to improve lead generation and boost marketing ROI. Ready to get started? Let’s explore the top paid search strategies that B2B organizations should adopt to maximize their success in 2025.
PPC Offers Advanced Targeting Options
Ever wished you could get your content in front of exactly the right audience at exactly the right time? Advanced targeting options allow you to do just that!
Advanced targeting allows you to refine your audience based on parameters like industry, job title, company size, and even specific interests. These advanced filters help ensure that your ads are seen by decision-makers and influencers who can purchase your products or services.
Here are some examples that can help you refine your audience and boost ROI:
- Demographic and firmographic targeting reaches specific business roles and industries. This helps ensure your ads are displayed to the right audience, increasing the likelihood of engagement and conversion.
- Remarketing/retargeting shows ads to people who have previously visited your website or engaged with your content. This helps keep your brand top-of-mind and encourages return visits and conversions.
- Geographic targeting pinpoints specific locations, from countries and regions down to cities and ZIP codes. This is especially useful for businesses with localized services or events.
- Behavioral targeting reaches users based on their online behavior. Some common behaviors include their past searches on your site, website visits, and interactions with similar products or services.
- Interest targeting advertises to users who have shown interest in specific topics relevant to your business. This could include industries, technologies, or business challenges.
- Account-based marketing (ABM) shows ads to specific companies or accounts that you have identified as high-value prospects. Platforms like LinkedIn offer ABM features that are highly effective for B2B campaigns.
- Custom audiences can be built based on your CRM data, email lists, or other customer databases to build highly personalized, relevant ad experiences.
Setting up your first PPC campaign can be daunting. What if people see your ad and don’t click? How much should you spend on your first campaign? Download our free PPC ad spend calculator and learn how to make the most of your budget!
Save Time with AI-Driven B2B Paid Ad Bid Management
Figuring out how much to bid on your B2B paid search campaigns can be time-consuming – and time is often as valuable as the budget itself. Take, for example, a medical device manufacturer running a campaign targeting scientists. Traditional bid management would require constant oversight to ensure the ads are appearing in front of the right audience at the right time.
With AI-driven bid management, the system can dynamically adjust bids based on when scientists are most active online. That way, your ads have maximum visibility during peak times without manual intervention. While your bids are being managed, your marketing team can focus on strategy and creativity rather than getting bogged down with constant bid adjustments.
Machine learning can also predict future trends and adjust your campaigns accordingly. If an AI system detects that a certain keyword is performing exceptionally well at a specific time, it can automatically increase the bid to maximize exposure. And if performance drops, AI can reduce the bid to save budget.
Just remember to check in with your budgets on a weekly basis to ensure that everything is running smoothly. While AI offers many time-saving advantages, it’s not perfect. It’s best to catch any errors as early as possible to avoid overspending.
Manage Cross-Platform Ad Campaigns with AI
Many B2B companies that incorporate PPC in their marketing strategies don’t just stick to one platform. According to WordStream, advertising channels with the highest reported ROI are Facebook Ads and Google Ads. Want to run campaigns on both channels but feeling overwhelmed? AI is a powerful tool that can transform how you manage cross-platform campaigns.
AI tools provide a centralized system to plan, execute, and analyze campaigns. This ensures consistency in messaging and branding no matter where your audience encounters your content. Each ad platform also offers unique targeting options and audience segments, allowing you to diversify your reach.
Check out some more key ways that AI can streamline your paid ad management across platforms:
- Enhanced data analysis: AI analyzes vast amounts of data in real time, offering insights into customer behavior, engagement rates, and conversion metrics across platforms. This means you see your ad performance for each platform at a bird’s eye view and uncover ways to improve as you go.
- Personalized experiences: AI-powered algorithms can segment your audience more accurately than traditional methods. Understanding the unique needs and preferences of different audience segments helps you create more targeted ads.
- Boosted creativity: AI can also assist in the creative process by tailoring messaging to each platform. Save time brainstorming by gaining ready-made ideas for which types of messaging and visuals resonate most for every channel.
- Conduct a competitor analysis: AI can provide ongoing insights into competitor ads, keywords, bidding strategies, and overall performance. If a competitor starts bidding aggressively on a particular keyword, AI tools can quickly alert your marketing team.
Build Custom Landing Pages for Paid Ads
Now that your ads are highly targeted, how can you get them to convert? Building custom landing pages for specific audience segments, campaigns, or products/services is an effective strategy for boosting ROI. When landing page content and design speak directly to your audience’s needs and interests, they’re more likely to take a desired action (filling out a form, clicking a link, etc).
AI can help build high-performing landing pages by:
- Managing and analyzing A/B tests to quickly identify which variations of landing page elements (like calls-to-action (CTAs) and headlines) perform best
- Predict which elements of a landing page are likely to perform best based on historical data and trends
- Suggesting compelling copy for landing pages and ensuring that content is aligned with the campaign’s goals
- Adjusting the layout and images of your landing page to ensure it’s visually appealing and aligned with your brand’s identity
Success Indicators For Paid Search Campaigns
Once your ad is launched and your landing pages are curated for your audiences, how do you know whether they’re actually performing well? To truly understand their impact, you’ll need to monitor the right Key Performance Indicators (KPIs). These metrics provide valuable insights into how well your campaigns are performing and where improvements can be made.
Here are some key KPIs to keep an eye on:
- Click-Through Rate (CTR): Percentage of people who click on your ad after seeing it. A high CTR indicates that your ad is relevant and compelling to your target audience. It also positively impacts your Quality Score, potentially lowering your cost per click (CPC).
- Cost Per Click (CPC): Amount you pay each time someone clicks on your ad. Monitoring CPC helps you manage your budget and ensure you’re getting value for your ad spend. Lower CPCs can indicate more efficient use of your budget.
- Conversion Rate: Percentage of visitors who take the desired action after clicking on your ad, such as making a purchase or filling out a form. High conversion rates mean your landing page and overall campaign are effectively persuading visitors to take action.
- Quality Score: Google Ads metric that rates the quality and relevance of your keywords and ads. A higher Quality Score can help drive lower CPCs and better ad placements.
- Impression Share: Percentage of total impressions your ad receives compared to the total available impressions. A low impression share might indicate that you need to adjust your bids or budget.
- Bounce Rate: Percentage of visitors who leave your landing page without taking any action. A high bounce rate may suggest that your landing page isn’t relevant or engaging enough.
Be sure to regularly monitor the above metrics to identify areas of improvement and optimize your strategy. This will take some trial and error but don’t fret if your performance isn’t amazing from the beginning. The more you adjust and iterate, the better you’ll understand what your audience wants to engage with.
Why Choose BNP Engage as Your B2B Ad Agency?
AI empowers marketers to focus on what they do best: crafting compelling narratives and building strong client relationships. Don’t have time to manage PPC campaigns yourself? Working with a B2B ad agency can help.
At BNP Engage, our team specializes in crafting paid search strategies tailored specifically for B2B companies, ensuring maximum impact and ROI. We use the latest analytics tools and AI technologies to continually optimize your campaigns for performance and cost-efficiency. And our deep dive into keyword research identifies high-intent search terms that drive qualified leads to your business.
Stay ahead of the competition in 2025 and boost your lead generation efforts by leveraging advanced targeting, AI-driven bid management, cross-platform campaigns, custom landing pages, and in-depth analytics. Reach out to BNP Engage today to start pulling ahead of your competition!