Google Ads Campaigns for B2B Companies - What to Think About?

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More and more companies are looking for a business client using Google Ads ads – this applies to wholesalers, distributors, manufacturers. For them, the ideal “client” will be another entrepreneur who is able to place a larger order and maintain continuity of orders.

Google Ads can reach recipients with different preferences, needs, and demographic cross-sections. Among the available recipient segments, we can distinguish groups with greater business potential. To do this, in order to reach a specific group, you should add an appropriate list of recipients that meet the assumed criteria.

Recipient lists

Selected audience lists should be set to "targeting" in the options , which guarantees reaching users that Google has assigned to a specific audience segment. This method of targeting is more narrow than the "observation" option - for this reason, the number of potential views and interactions may be lower than estimated. Thanks to this, the ads will generate higher quality traffic with better reach to the target user. In addition, users can be segmented by gender, age, parental status.

If the advertiser is not sure about the selection of audience segments, they can use the "observation" targeting setting and decide based on the results whether to change the segment in the options to targeting. It is worth testing different solutions.

Targeting setting

Google is able to classify a user into a specific audience based on behavioral signals, user behavior, browsing history, and many other signals. This is not always perfect fragmentation, but basing ads on the aforementioned audience lists is an important element and foundation for further advertising activities. Thanks to this procedure, it is possible to distinguish users with business characteristics (B2B customers) from other users (B2C customers) at an early stage.

Demographics in Google Ads for B2B Companies
In order to better match the target in the B2B relationship, it is worth considering excluding the extreme age ranges, i.e. 18-24 years and +65 . The youngest defined age group may not be decisive enough, while users over 65 are most often already in retirement. Of course, the age segments listed can be included and after analyzing the results, a decision can be made to exclude them - perhaps these age segments will also turn out to be converting.

Keywords, the basis of Google ads
Setting keywords in ads targeted at the B2B sector is quite troublesome. This is due to the fact that a B2B user will most likely use similar phrases as in the case of a B2C user. Of course, there are industries where the volume of searches with the additional phrase "B2B" is sufficient for smooth advertising. Certainly in the case of selling products - it is worth adding keywords related to "manufacturer ..." , "distributor ..." , "wholesaler" they are much more often searched by other companies (B2B relationship).

Google Ads for B2B Companies - Don't Forget About Localization!
Theoretically, companies and enterprises that should receive advertising with a message about B2B cooperation are located in larger urban areas – although this is not always the case. Location settings allow for any geotargeting, e.g. you can select only the capitals of provinces, or direct advertising only to selected cities, e.g. Warsaw and Krakow. Also, using the location algeria telemarketing data report, you can find out from which regions (provinces) and cities users are most likely to establish business relationships (convert). Based on this data, you can narrow down the targeting of ads to selected locations and manage your advertising budget more effectively.

Relevant advertising content for B2B customers
The content of the ads, both the headlines and the ad descriptions, should clearly indicate that the ad is directed to users from the B2B sector – e.g.:

Offer for the B2B sector
B2B Product Sales
Services B2B Only
It is worth taking care of keywords in advertising content containing the B2B phrase. A user not related to this sector, after reading an advertising message constructed in this way, may skip the displayed ad. In this way, the advertising budget can be better used, because the ads can get fewer unwanted interactions. On the other hand, an entrepreneur who wants to establish a business relationship will be more willing to click on the ad.

Google Ads Graphics for B2B Companies
Graphic ads ( GDN, Pmax, Demand Generation ) that are intended to attract customers from the B2B sector should contain appropriate information on the graphic or in the ad description. The content should indicate that the ads are directed to a potential B2B customer. In this way, we can increase the potential quality of the clicks obtained.

B2B Advertising Schedule
In the case of B2B ads, they should be set in a 5-day model (excluding weekends, possibly including Saturday until 1:00-2:00 p.m.). Most decision-makers in a company work on a weekly basis for establishing business relationships - of course, there are exceptions in this respect. Targeting ads with a set schedule, e.g. from 7:00 to 6:00 p.m. will increase the chances of reaching the target business user and will allow you to limit B2C traffic from ads to some extent.

Advertisement Schedule

Advertising Components (Extensions) for Google Ads for B2B Businesses
In the ad components, you can also indicate a suggestion that the offer is directed exclusively to the B2B sector. In this case, it is worth using formulations with the B2B slogan in components such as:

explanations,
ad extensions.
In this text component you can conveniently place content related to your B2B offer and thus increase the effectiveness of your advertising.

Remarketing on Google for B2B companies
Google Ads remarketing ads can be an important advertising element due to the long decision-making period in companies, especially large corporations. The average B2C user often makes purchase decisions on the spur of the moment, often using a displayed ad. In the case of the B2B sector, the decision-making time can be extended in time and last even many weeks due to the more formalized decision-making process. For this reason, it is worth implementing remarketing ads - both in the display network (GDN) and search (text ads).

In order to re-display ads, you need to create appropriate remarketing lists that precisely define the B2B user – e.g. users who visited a page for B2B customers or performed some specific action on it (e.g. clicking on an interactive element of the page).

Remarketing

Then, these lists can be divided by membership period or level of engagement. It is worth creating them with different divisions to see which ones work most effectively – there can be many combinations.

In the case of remarketing in the search network (RLSA ads), this is a standard text ad that is targeted exclusively to remarketing lists in the audience segment. This will allow you to re-reach a user who visited a B2B-related site and entered a new password a few days later that will display the ad. Re-reaching this user increases the chances of establishing a business relationship.

Google Ads for B2B Companies - Summary
There are a number of ad targeting options that can increase your chances of reaching a business customer (B2B). Their complementary use and analysis of user data and behavior will allow for effective optimization of ads towards acquiring B2B customers. Remember to take care of the appropriate content and advertising messages, both text and graphic. Certainly, in the initial phase of the advertising campaign, some leads may come from a B2C customer, because it is impossible to eliminate such traffic and offer inquiries 100%. In this case, it is also worth taking care of the content on the landing page to indicate that the offer is intended only for companies.