The Impact of Google Ads on B2B Sales Funnels

Businesses often struggle with B2B sales funnels because multiple decision-makers are involved in the purchasing decision. In fact, the typical B2B buying group involves 6-10 decision-makers, contributing to its long sales cycle. B2B sales funnels can take months or even years to close a deal, requiring more time and resources from the sales team. Google Ads simplifies this process through precise targeting, allow you to reach customers who already have a high purchase intent.

1. Improve Visibility for Your Niche Products Using Long-tail Keywords

Long-tail keywords involve targeting specific phrases that have lower search volumes but are more precise and relevant to your offerings. Let’s say you offer a specialized manufacturing solution. In this case, you can target keywords like “industrial automation software for small businesses” to drive organic traffic to your website. This approach also helps you attract customers who are actively searching for your solution, reducing the number of unqualified leads that enter your B2B sales funnels.

When getting started in your keyword research for long-tail keywords, identify the specific products or services you want to promote. Then, brainstorm a list of long-tail keywords that accurately describe these offers. For example, if you sell industrial cleaning solutions, your long-tail keywords might include phrases like “industrial cleaning products for manufacturing facilities” or “eco-friendly cleaning solutions for food processing plants.” Make sure to include relevant modifiers like location, industry, or product type to boost your online visibility. After that, incorporate these keywords into your Google Ads campaigns to ensure that your ads appear higher in search results.

It’s also a good idea to use the long-tail keywords in optimizing your landing pages. This means incorporating it naturally into your content, rather than forcing it in. This might mean using the keywords in the page title, meta description, and header tags. Doing so improves the overall user experience and increases your chances of conversion.

Make sure that the long-tail keywords align with the content on your landing pages. Avoid keyword stuffing, which can make your ads appear spammy and reduce its effectiveness. Instead, focus on creating compelling, benefit-driven copy that speaks directly to the needs and pain points of your target audience. Remember to monitor and use the data from your Google Ads campaigns to identify which long-tail keywords are performing best. Then adjust your marketing strategy accordingly to maximize your ROI.

2. Engaged with Abandoned Leads Through Remarketing

Remarketing is a powerful feature in Google Ads that allows you to serve ads to users who have previously interacted with your website. This means you can target people who have shown interest in your products or services, increasing the chances of converting them into customers. This helps you re-engage with potential customers and guide them through the sales process. You also reduce the cost of acquiring new customers and increase the effectiveness of your marketing efforts.

Incorporating remarketing in your B2B sales funnels requires you to set up a remarketing campaign in Google Ads. This involves creating a new campaign and specifying the audience you want to target. You can target users who have visited specific pages on your website, such as product pages or blog posts. Or you can target users who have abandoned their shopping carts or left your website without making a purchase.

You can then create ads that are tailored to the specific needs and interests of your target audience. This might include highlighting the benefits of your products or services, showcasing customer reviews, or offering special promotions. For example, you could offer a discount code or a free trial to encourage them to take the next step in the buying process. This is a great incentive for businesses on a tight budget or are looking to save money.

To get the most out of remarketing in your B2B sales funnels, it’s important to create ads that are visually appealing and easy to understand. As well as setting up a clear targeting criteria. You want to make sure that you’re only displaying your ads to potential customers who are likely to be interested in your products or services. You can ensure this by conducting customer segmentation based on location, industry, job title, or previous interactions with your website.

3. Advertise Your Complex Products Better with Dynamic Search Ads

Dynamic search ads are a type of Google Ads campaign that allows you to target users searching for specific products or services. This is particularly effective for B2B businesses that offer complex products with multiple features and benefits. Dynamic search ads are useful for complex products because they can automatically generate relevant ads based on the specific pages of your website. This saves you time and effort compared to creating individual ads for each product or service.

Dynamic search ads can also be useful for promoting content offers, such as white papers or webinars. When a user clicks on your dynamic search ad and downloads your white paper or registers for your webinar, you have the opportunity to nurture them through the B2B sales funnels. You can use the information they provide, such as their email address and job title, to segment them into targeted lists and send them relevant content and offers based on their interests and stage in the buying process. Doing so helps you build trust and credibility with potential customers and move them further down the B2B sales funnels.

4. Display Your Ads in Places Where Your Customers Are Through Location-based Targeting

Location-based targeting is a feature in Google Ads that allows you to target users based on their physical location. This could be a specific city, state, or even a particular industry event. For example, if you’re a software company that specializes in data analytics, you could target users who are attending a data science conference. This way, you can reach people who are already interested in data analytics and are likely to be looking for solutions like yours.

Another way to use location-based targeting in your B2B sales funnels is to target users who are visiting specific industries or sectors. Imagine that your company provides cybersecurity solutions. In this case, you could target users who are visiting healthcare facilities or financial institutions. These industries are vulnerable to cybersecurity attacks, so you have a large base of high-quality leads who might contact you for cybersecurity solutions, increasing your conversion rates in the process.

5. Call Ads Encourage Immediate Action From Your Customers

Call ads are a type of Google Ads campaign that allows you to target users who are searching for specific products or services and are more likely to make a phone call. This means that when you run a call ad campaign, you are targeting users who are already in the late stages of the B2B sales funnels, where they’re actively looking for a solution to their problem. Using call ads basically allows you to skip the early stages of the B2B sales funnels, where users are still researching and learning about your product or service. Instead, you’re targeting users who are already familiar with your brand and are ready to take action.

Unlike other types of Google Ads campaigns, call ads don’t direct users to a website. Instead, it immediately prompts users to make a phone call. When a user clicks on the ad, they’re immediately connected with a sales representative who can provide more information about the company’s offers and address any concerns or questions the potential client may have. This direct interaction helps you build trust and establish a relationship with the potential customer. There are also other benefits of call ads including:

  • Cost savings: Call ads can be a cost-effective way to generate leads, especially compared to other forms of advertising. Directly connecting customers with your business reduces the number of clicks on your website, which can save you money on ad spend. This is especially important when you have a limited marketing budget, as it allows you to allocate resources more efficiently. You’re essentially converting interested people into paying customers without any distractions.

  • Measurable results: Using call ads helps you track the performance of your campaigns and measure the effectiveness of your advertising efforts. Call ads record the number of people that called, how long they talked and whether they became a customer. This serves as your baseline in making data-driven decisions when optimizing your B2B sales funnels for better conversions. Let’s say you noticed that many people call but don’t become customers. Call ads data can point you to which part of the sales funnel needs improvement.

  • Personalized experience: Call ads can be particularly effective in adding personalization in your B2B sales funnels because it allows you to have a more in-depth conversation with potential customers. This is important considering that B2B purchases often involve multiple stakeholders and require a more detailed understanding of the product or service. Talking to customers gives you the chance to answer their questions and provide a solution to their concerns, helping you establish a relationship and instill trust in the interaction. Remember, 32% of customers said that trust plays a key role in their purchasing decisions.

Google Ads Enhances B2B Sales Funnels to Help Your Business Grow

Google Ads have a significant impact on B2B sales funnels because its features from remarketing, dynamic search ads, and location-based targeting to call ads expands the reach of ads. It also helps you create a seamless and personalized experience for potential customers, improving your conversions and sales in the process. This extra resources gives you the opportunity to reinvest in your business, further helping you sustain its long-term growth. In fact, Digital Trek is a full-service agency that have used these features to deliver successful Google Ads campaigns for several clients.

We have a track record of generating new leads that has helped clients grow their businesses. We also understand the importance of data-driven insights in marketing and we’ve spent the past few years integrating that into our approach. Rest assured that our team of experts will work closely with you to develop a strategy that brings you the best results. Contact us and get a free quote!

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