PPC for B2B Companies

Why B2B PPC Is Different

B2B has longer sales cycles, multiple decision-makers, higher price points, and smaller addressable audiences. You cannot just throw a coupon at someone and expect them to buy enterprise software. The funnel is deeper, attribution is harder, and patience is more important than in B2C.

The B2B PPC Stack

Google Search

Capturing in-market demand from people actively researching solutions. Keyword strategies built around problem-aware, solution-aware, and brand-aware searches. Separate campaigns for research-phase keywords (“how to improve employee onboarding”) and buying-phase keywords (“best onboarding software for enterprises”).

LinkedIn Ads

The only platform where you can target by job title, seniority level, company size, industry, and even specific companies (account-based marketing). Essential for B2B despite higher CPCs. We use LinkedIn for precision-targeted prospecting and brand awareness.

Account-Based Marketing (ABM)

Targeting specific companies you want as clients. We upload target account lists to LinkedIn and Google (via Customer Match), then create personalized ad experiences for those accounts. This works for enterprise sales with deal sizes above €10K.

Content Syndication

Promoting thought leadership content to build authority and generate top-of-funnel leads. Webinar registrations, whitepaper downloads, and research reports distributed through paid channels.

Retargeting

B2B buyers visit your site 5-10 times before converting. Retargeting keeps your brand visible throughout the research process. We sequence retargeting creatives by engagement level — from educational content to case studies to demo CTAs.

Common B2B Challenges We Solve

Long sales cycles make attribution impossible: A lead generated in January might close in June. We implement multi-touch attribution and track pipeline influence, not just last-click conversions.

CPCs are brutal on LinkedIn: We manage LinkedIn budgets aggressively — narrow audiences, strong offers, and rapid creative testing. We also retarget LinkedIn-engaged users on cheaper platforms (Google Display, Meta) to reduce overall cost per touch.

Marketing-sales alignment: Marketing generates leads, sales says they are garbage. We break this cycle by tracking lead quality metrics and feeding them back into campaign optimization. When both teams optimize toward pipeline revenue, fingers stop pointing.

Small audience problem: Your total addressable market might be 5,000 companies. Traditional broad targeting does not work. We use ABM targeting, custom intent audiences, and precise firmographic targeting to reach the right people without wasting impressions on the wrong ones.

B2B Campaign Structures

The Pipeline Machine

For companies with sales teams doing outbound + inbound:

1. LinkedIn prospecting → thought leadership content → retargeting → demo CTA
2. Google Search → high-intent landing pages → CRM integration → offline conversion optimization
3. ABM → personalized ads to target accounts → sales team outreach → coordinated approach

The Self-Serve Funnel

For B2B products with self-serve trials or freemium tiers:

1. Google Search → trial signup → product-qualified lead scoring → upsell campaigns
2. Meta/LinkedIn prospecting → free tool or template → email nurture → paid conversion
3. Retargeting → feature education → case studies → upgrade CTA

B2B Metrics We Track

Metric	Why It Matters
Cost per MQL	Marketing-qualified lead cost
Cost per SQL	Sales-qualified lead cost
Pipeline influenced	Revenue in pipeline touched by ads
Pipeline generated	Revenue in pipeline sourced by ads
CAC by channel	Fully loaded acquisition cost
Sales cycle length by source	Do ad-sourced leads close faster?
Win rate by source	Do ad-sourced leads close at higher rates?

Content That Works for B2B Ads

• Industry reports and benchmarks (high perceived value, strong lead gen)
• ROI calculators and tools (interactive, practical, demonstrates product thinking)
• Case studies from similar companies (social proof specific to the prospect’s industry)
• Comparison guides (“X vs. Y” — captures competitor traffic too)
• Templates and frameworks (immediately useful, builds goodwill)

Avoid: Generic ebooks that say nothing new. “10 tips” listicles. Anything that wastes a busy executive’s time.

Who We Work Best With

• B2B companies with deal sizes above €5K (makes paid acquisition viable)
• Companies with sales teams tracking pipeline in a CRM
• Businesses targeting specific industries, company sizes, or job functions
• Teams willing to share CRM data for campaign optimization
• Products with clear differentiation and defensible value propositions