Is Google Ads for B2B Suitable for All Types of Products and Services?

Google Ads for B2B have proven itself a great marketing strategy for many businesses. In fact, Wordstream reported that businesses earn an average of $2 for every $1 they spend on Google Ads. This helps you increase your profits, allowing you to allocate more resources in growing your business. Not only that but it also underscores your need as a business to improve your online presence.

What is Google Ads?

Google Ads is an online advertising platform where businesses can create ads to appear on Google’s search engine and other Google properties. When people search for keywords related to your business, your ad shows up at the top of the search results.

It uses a pay-per-click (PPC) advertising model, where you only pay when someone clicks on your ad. The amount you cost-per-click (CPC) depends on how much you bid and how relevant your ad is to the search query.

Pros and Cons of Google Ads for B2B

Pros of Using Google Ads for B2BCons of Using Google Ads for B2B
Target specific job titles, industries, and company sizes: You can target ads to specific job titles like “IT manager” or “marketing director.” This helps you reach decision-makers who are likely to be interested in your products or services. You can also target ads to specific industries like “healthcare” or “finance” to reach businesses that require your products or services. More importantly, you can use Google Ads for B2B to target ads to specific company sizes to target the right audience.High competition and costs: Many B2B keywords are highly competitive, which can drive up costs. For example, the average CPC for the keyword “accounting software” can have a low end of around $5. If you’re in a very competitive industry, you may need to spend a significant amount to get your ads to show up on the first page of search results. This can make it difficult to achieve a positive ROI, especially when you have a limited marketing budget.
Flexibility: Google Ads for B2B offers a lot of flexibility in terms of budget and campaign structure. You can start with a small daily budget and scale up as you see results. You can also pause or adjust your marketing campaigns at any time based on performance. This makes Google Ads for B2B a good option for businesses of all sizes, from small businesses to large enterprises.Long sales cycles: B2B sales cycles are often much longer than B2C. It can take months or even years for a prospect to go from initial research to making a purchase decision. With Google Ads for B2B, you’re paying for clicks upfront. If those clicks don’t turn into leads and sales right away, it can be hard to justify the expense. You need to be prepared for a longer runway to see results.
Remarketing capabilities: Remarketing is unique feature of Google Ads for B2B, which help you get in touch with people who have already shown interest in your business. For example, if someone visits your website but doesn’t fill out a form, you can show them ads reminding them to come back. This helps keep your business top-of-mind and increases the chances of conversion. You can create custom audiences based on these actions and show them more targeted ads that will help nurture leads over time. Remember, B2B buyers need to see your message multiple times before they’re ready to make a purchase.Difficulty measuring offline conversions: While Google Ads for B2B provides great data on online conversions like form submissions and phone calls, it’s harder to track offline conversions, such as in-person meetings and sales calls. This makes it hard to get a complete picture of your ROI. You may need to use additional tools and processes to track offline activity
Scalability: You can scale your Google Ads for B2B campaign up or down depending on your business needs, allowing you to adapt to changes in the market. For example, if you’re experiencing a surge in demand for your product, you might scale up your ads to reach more customers. But if you’re experiencing a downturn, you might have to scale back your ads to conserve resources. This helps you stay competitive and adapt to changing market conditions and consumer behaviors.Potential for click fraud: Click fraud occurs when someone clicks on your ads repeatedly to drain your budget, often using bots or low-wage workers. Although Google has measures in place to detect and prevent click fraud, it’s still a risk you should be aware of. If you suspect click fraud, you can dispute the charges with Google. But it’s an added hassle and potential expense to factor in.
Improve brand awareness: Google Ads for B2B can help increase brand awareness by running ads that promote your business and its products or services. In fact, paid ads increase brand awareness by 33%. By running ads that highlight your unique value proposition, you can establish your business as a thought leader in your industry. So if you’re promoting a new product, you might run ads that emphasize its innovative features and benefits. This helps you build brand recognition and establish trust with potential customers.Requires continuous optimization: Google Ads for B2B relies heavily on keywords to match your ads with relevant searches. However, algorithm changes can alter how search engines interpret these keywords, making it important to regularly review and update your keyword lists. This ensures that your ads remain relevant and visible to potential customers. Google algorithm updates can also affect the cost of your ads. If your ads aren’t optimized for the new algorithm, you might end up paying more for each click. 

Types of Businesses That Tend to Succeed with Google Ads for B2B

1. HVAC Businesses

Google Ads for B2B is useful for HVAC businesses because it allows you to target specific industries and job titles. For instance, if your HVAC company specializes in commercial air conditioning, you can target companies in the retail or hospitality sectors. It even allows you to target specific geographic areas. This is important for HVAC businesses that operate locally or regionally, as you can target specific cities or zip codes to reach potential customers.

Using Google Ads for B2B helps your HVAC business to directly reach decision-makers. This is especially critical when you offer complex or high-ticket services, as decision-makers are more likely to be involved in the purchasing process. If you want to further improve your results, you can also target specific company sizes on your Google Ads for B2B campaigns. Let’s say you specialize in serving small businesses. This means it’ll be better for you to target companies with fewer than 50 employees.

2. Electrical Businesses

Unlike consumer products, electrical equipment and services are typically more complex. This means that potential customers often take their time evaluating different options before deciding which company to work with. This extended sales cycle can be frustrating for electrical businesses because it can take months or even years to close a deal. However, Google Ads for B2B campaigns can help your electrical business reach potential customers at the exact moment they’re searching for the products or services they offer. This significantly shortens the sales cycle and increases your chances of closing a deal.

Just be sure to check the quality of your landing page. When a potential customer clicks on an ad, they should be directed to a page that’s relevant to their search. It should provide them with the information they need to make a decision. This means that your landing page should be well-designed, easy to navigate, and contain clear calls-to-action (CTA).

3. Plumbing Companies

Google Ads for B2B gives you the ability to set up custom ad copy, helping you reach your target audience and grow your business. Imagine you’re a plumbing company that specializes in commercial plumbing services. With Google Ads for B2B, you can create ads that specifically target businesses in your area that are looking for commercial plumbing services. You can use keywords and phrases that are relevant to your target audience, such as “commercial plumbing services” or “plumbing for businesses.”

You can use the ad creation tool in your Google Ads account to create a custom ad copy. This tool allows you to create ads that include headlines, descriptions, and CTAs that are tailored to your target audience. You can also use ad extensions, such as sitelinks and callouts, to provide additional information about your services. Doing so helps you create ads that are more relevant and engaging to your target audience. This can help you increase your click-through rate (CTR), drive more traffic to your website, and ultimately, generate more leads and sales for your plumbing business.

4. Construction Contractors

Google Ads for B2B helps construction companies target specific audiences and increase your online visibility. It actually target specific times of day. This is useful if your company operates during specific hours or have specific peak times. Let’s say your construction company that operates primarily during weekdays from 8 am to 5 pm can set your Google Ads for B2B campaigns. You can then target users most likely searching for your services during those hours, so you can display your ads at the right time when the chances of conversion is high.

Google Ads for B2B also allows you to target specific days of the week. This is useful when your company have specific projects or services that are more in demand on certain days. For example, you specialize in weekend renovations. You should then target users who are searching for those services on Saturdays and Sundays. This Google Ads optimization technique helps you reach the most relevant audience.

5. Digital Marketing Agencies

Google Ads for B2B helps digital marketing agencies drive high-quality leads. For example, if you’re digital marketing agency specializes in SEO, you can create ads that appear when people search for SEO services online. This increases your chances of attracting relevant leads who are genuinely interested in your services. Moreover, targeting specific keywords ensures that your ads are reaching the right people.

It also allows you to target specific ad formats. This means that you can use display ads, video ads, or text ads to reach potential clients. According to spiceworks, 95% of buyers said that videos influenced their purchasing decision. The good news is, Google Ads for B2B can help you target specific ad placements to maximize the exposure. This means that you can place your ads on specific websites, blogs, or social media platforms to increase customer engagement.

Google Ads for B2B Isn’t for Everyone

Determining whether Google Ads for B2B is right for your business depends on your specific products, services, and target audience. If you sell high-value products with short sales cycles, target specific keywords, and have compelling offers, Google Ads can be a great way to generate leads and sales. Operating in specific industries like construction, plumbing, and electrical could increase your chances in running similar campaigns. The only way to know for sure is to test it out then scale up as you get good results. Or you could rely on an expert to help you get started.

Digital Trek is a full-service digital agency offering comprehensive SEO services, digital consultancy, and Google Ads management. We have a track record of running successful Google Ads for B2B campaigns. Some of the results we delivered include generating new leads and increasing clients’ website search rankings. Contact us and get a free quote!

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