How B2B Businesses Can Maximize ROI with Google Ads

B2B businesses are always looking for ways to reach new customers and grow their company. Fortunately, Google Ads is a digital marketing platform that allows you to reach potential customers who are actively searching for your products and services. It does so by creating targeted ads that appear on search engine results pages (SERPs) and other Google properties. Wordstream reported that B2B businesses that use Google Ads see a 200% ROI in their investment. This makes B2B Google Ads a highly cost-effective way to attract new leads and drive sales for your business.

1. Block Unqualified Leads Using Negative Keywords

Negative keywords are words or phrases that you don’t want your ads to show up for. This helps you target the right audience and avoid wasting resources on irrelevant searches. For example, if you’re a plumbing company offering repair services, you might want to add negative keywords like “DIY” or “home improvement” to prevent your ads from showing up on searches where users are looking for DIY solutions or home improvement tips. This helps you focus on high-quality leads who are genuinely interested in your services.

To get started with negative keywords, you’ll need to identify the specific terms that are irrelevant to your business. This might involve analyzing your ad targeting, ad copy, and landing pages to determine which keywords are driving unqualified leads. Once you’ve identified these terms, you can add it as negative keywords in your B2B Google Ads campaigns.

Incorporating negative keywords also helps you reduce the cost per click (CPC) for your campaigns. This means that you’ll pay less for each conversion, resulting in a higher ROI for your campaigns without increasing your marketing budget. This is because you’re targeting a more specific audience that’s more likely to convert into paying customers. It leads to a significant cost savings for your business, considering customer acquisition can cost 4 or 5 times more than retaining a customer.

You can add negative keywords at the ad group or campaign level, depending on your specific needs. Adding negative keywords at the ad group level is useful when you have multiple ad groups targeting different aspects of your business. For example, if you’re a plumbing company, you might want to add negative keywords like “residential” or “personal” to prevent your ads from showing up for searches related to individual homeowners. Or let’s say you’re an electrical contracting company offering services to hospitals. You might want to add negative keywords like “schools” or “office buildings” to prevent your ads from showing up for searches related to those sectors.

Make sure to be specific and thorough when adding your negative keywords. This means including variations of the keyword and related terms that might trigger your ads. So, if you’re adding “hospitals” as a negative keyword, you should also include “medical centers,” “clinics,” and “healthcare facilities.” Doing so helps you significantly improve your B2B Google Ads campaign performance.

2. Improve Reach on Specific Industries Through Location Targeting

Location targeting in B2B Google Ads allows you to show your ads to B2B businesses in specific areas where your products or services are most relevant, especially when you want to reach customers in a particular industry. Let’s say you own a plumbing company that specializes in working with commercial buildings. You can use location targeting to show your ads to people in areas where a lot of office buildings or warehouses are located. This way, your ads will be seen by the people who are most likely to need your services.

Location targeting can also be useful when you’re an electrician who works with manufacturing companies. You can use location targeting to show your ads to people in industrial areas or near factories. This ensures that you’re displaying your ads to the people who are in charge of maintaining the electrical systems in those manufacturing facilities. This increases the chances of them contacting you or booking your services. Or you could even use this feature to reach people who are attending industry-specific events or conferences.

3. Re-engage Your Customers Using Remarketing

  • Abandoned cart campaign: Identify users who have left items in their shopping cart without completing the purchase. Then create a targeted ad campaign that reminds them about the items they left behind, offering incentives to complete the purchase. This could be offering limited-time discounts or promotions to encourage your customers to complete their purchase before the offer expires. In this way, you boost sales for your business.

  • Website visitor campaign: Target users who have visited your website but haven’t converted yet. Use retargeting pixels to track users who have visited your site and create targeted ads that speak directly to them. Make sure to highlight the benefits of your services. By using the right keywords and ad copy, you can make your message relevant and interesting to the people you’re trying to reach. This helps you trust and persuade people to do business with you.

  • Email openers campaign: Identify users who have opened your emails but haven’t taken action yet. One of the benefits of an email openers campaign is its ability to target users who are already familiar with your brand. You can then build on that interest and drive conversions. But you still have to consider setting a budget for your campaign and weigh in the potential ROI when doing so. Since you’re targeting users who have already shown interest in your product or service, your ROI is likely to be higher than if you were targeting a broader audience.

  • Search query campaign: Target users who have searched for specific keywords related to your services. Use retargeting pixels to track users who have searched for specific keywords and create targeted ads that speak directly to them. To make the most of your search query campaign, make sure that your ads are clear, concise, and relevant to the user’s search query. Also, ensure that your landing pages are optimized for conversions and provide a seamless user experience, improving your bottom line in the process.

  • Product viewers campaign: A product viewers campaign is a way to remind customers who have looked at your products or services that you’re still there to help. This means targeting users based on their actions on your website. For example, you can target customers who have looked at multiple products in a specific category or users who have spent a certain amount of time on your website. Doing so allows you to reach users who are highly engaged with your products. It’s important to consider the frequency and timing of your ads because you want to make sure that your ads aren’t overwhelming or annoying to your users, but rather, it’s timely and relevant to drive more conversions for your business.

4. Automate Complex Ad Targeting with B2B Google Ads Scripts

B2B Google Ads Scripts is a tool that helps you manage your ads more efficiently by allowing you to set up custom rules to target specific groups of people who are likely to be interested in your business. For example, you can use scripts to target specific job titles, industries, or company sizes. Moreover, it automates complex targeting rules. This means you can set up rules based on user behavior, such as how often they visit your website or how long they stay on a particular page. You can also target users who have abandoned their shopping carts or who have made a purchase in the past.

The best part is, you can integrate it with other Google tools. For example, you can use scripts to automate targeting based on Google Analytics data. This allows you to target users who have completed specific actions on your website, such as filling out a form or making a purchase. Since it’s automated, you can target a large number of users without having to manually set up each targeting rule. This means you can reach a wider audience and increase your chances of converting leads into customers. In this way, you get to increase conversions, reduce costs, and maximize your ROI.

5. Deliver Time-sensitive Product or Service Offers with Ad Scheduling

Using B2B Google Ads Ad Scheduling feature, specifically the timezone, allows you to deliver time-sensitive product or service offers to your target audience. For instance, if you’re offering a discount on a service, you can set your ads to run only during the lunch break or after work hours when people are more likely to be looking for deals. You can also use the timezone feature to target specific events or holidays. For example, if you’re offering a special promotion for a trade show, you can set your ads to run only during the dates of the event. This ensures that your ads reach the right audience at the right time, increasing the chances of conversion.

However, it’s important to consider the time difference between your business and your target audience. If you have customers or prospects located in different time zones, you’ll need to plan your ad schedules accordingly. So if you’re a company based in Los Angeles, but you’re targeting customers in New York, you’ll need to adjust your ad schedules to account for the 3-hour time difference. This may mean running your ads from 6 AM to 2 PM Pacific Time, rather than 9 AM to 5 PM. Don’t forget to pause your ads during times when your target audience is less likely to be active, like overnight or on weekends, so you can make the most of your ad budget.

H2: Google Ads Maximizes ROI While Setting B2B Businesses Up for Long-term Success

B2B Google Ads offers a range of benefits that can help you achieve your business goals. This includes re-engaging your customers with remarketing campaigns, delivering time-sensitive offers, automating complex ad targeting, and filtering unqualified leads. B2B Google Ads even allows you to track the performance of your ads in real-time, making it easier to identify areas for improvement. This data-driven approach enables you to make informed decisions about your marketing strategy, ensuring that you’re always optimizing for better results.

However, maximizing your ROI with B2B Google Ads requires creativity and strategic thinking. Often, this means asking help from an expert such as a digital marketing agency. Digital Trek offers comprehensive Google Ads management services. Our team of experts will work closely with you in reaching your target audience to improve your brand visibility, drive more traffic to your website, or generate new leads for your business. Contact us and get a free quote!

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