How To Increase B2B Leads from Google Pay Per Click Ads?

Many businesses struggle to generate high-quality leads through Google Ads, especially in the B2B space. Alright, let’s talk about how to really boost those leads from your Google Ads campaigns. You’re already seeing some traction – 35-45 leads a day is solid – but you’re aiming for that 100 mark. Totally get it, keeps the sales team humming along.

First things first, let’s focus on quality over quantity. We’re dealing with B2B here, so we need those leads to be hot. Right now, you’re getting some B2C noise and a decent chunk of uncontactable leads. That’s a red flag. We need to tighten things up.

Here’s the deal:

Target like a laser! Let’s get super specific with your targeting. Focus on those business owners in that sweet 25-44 age bracket in India. If Google Ads offers firmographic targeting in your region (like company size or industry), let’s leverage that.

Write ads that grab attention! Your ads need to speak directly to those business owners. What are their pain points? What problems do they face? Your ads should highlight how your solution solves those problems.

Landing pages that convert! Make sure your landing pages are optimized for conversions. Keep it simple, clear, and focused on the value you offer. And for goodness sake, make sure those contact forms are easy to fill out!

Qualify those leads! Don’t just throw any lead into the sales funnel. Implement some basic qualification steps. Maybe a quick question on the landing page to weed out the tire-kickers.

Retargeting is your friend! Don’t let those website visitors slip through the cracks. Set up retargeting campaigns to stay top-of-mind and nudge them toward conversion.

Bring in the big guns (maybe)! For B2B, LinkedIn Ads can be a real game-changer. Yes, they’re pricier, but the quality of leads is usually much higher. Something to consider.

Offline data is key! If you’re not already, start tracking conversions offline. This tells Google which leads are truly valuable and helps your campaigns get smarter over time.

Steps To Create High-Converting Google Pay Per Click Ads

Step 1. Define Your Goals And Target Audience

Okay, let’s start with defining your goals and target audience. This is the foundation of any successful Google Ads campaign. Think of it like building a house – you need a solid blueprint before you start laying bricks.

First, let’s get clear on your goals. What are you trying to achieve with these ads? More website traffic is nice, but for B2B, we’re really after qualified leads. These are the companies and decision-makers who are most likely to become paying customers.

Now, who exactly are we trying to reach? This is where getting specific pays off.

• Demographically, Are you targeting executives at large corporations or small business owners? Are you focused on a particular age range?
• Firmographically, What industries are you targeting? Are you going after tech startups, manufacturing companies, or healthcare providers? What’s the ideal company size?
• Interests-ly, What are your ideal customers interested in? What are their pain points? What kind of content do they consume online?
• How do they behave online? Do they actively search for solutions to their problems? Do they engage with industry blogs and webinars?
• The more specific you can be, the better. Think of it this way: the broader your target audience, the more you’ll be wasting money on irrelevant clicks. By narrowing down your focus, you can ensure your ads are reaching the right people at the right time.

Remember, this isn’t just about guessing. There are tools and resources available to help you gather this data.

• If you have a website, Google Analytics can provide valuable insights into the demographics and interests of your existing website visitors.
• Explore industry reports, white papers, and other resources to learn more about your target market.
• See who your competitors are targeting and what kind of ads they’re running.

Step 2. Keyword Research

This is the heart of any successful Google Pay Per Click Ads’ campaign. Think of keywords as the bridges that connect your ads to your ideal customers.

First, let’s brainstorm. Put on your customer’s shoes. What terms would they use to search for your products or services? Don’t overthink it – just start jotting down ideas.

Once you have a decent list, it’s time to bring out the big guns: keyword research tools.

Google Keyword Planner: This free tool is a goldmine. It helps you:

• Based on your initial list it suggests related terms you might not have considered.
• This tells you how many people are actually searching for these keywords each month.
• It gives you an idea of how many advertisers are already competing for these keywords.

High-volume, low-competition keywords are the holy grail. You want keywords that a lot of people are searching for but not so many advertisers are targeting.

But here’s the thing: while high-volume keywords can bring in a lot of traffic, they’re often very broad and can attract irrelevant clicks. That’s where long-tail keywords come in.

For example, instead of targeting the broad term “marketing software,” you might target “best marketing software for small businesses in Canada” or “social media marketing software with affordable pricing.” These longer, more specific keywords might have lower search volume, but they’re more likely to attract highly qualified leads who are actively looking for what you offer.

Keyword research is an ongoing process. Regularly review your keyword lists and make adjustments based on your campaign performance.

Step 3. Craft Compelling Ad Copy

Think of your ads as your first impression. You want them to be eye-catching, informative, and persuasive enough to entice potential customers to click.

First, let’s nail those headlines.

Keep them short and sweet.  People scan headlines quickly. Make sure yours are concise and easy to read. Highlight your unique selling proposition (USP).  What makes you different from the competition? Do you offer the best price? The fastest service? The most innovative solution?

Include relevant keywords. This not only improves your ad rank but also helps users understand what your ad is about at a glance.

Now, let’s move on to the ad descriptions.

Address your target audience’s pain points. What problems are they facing? How can your product or service solve those problems? Focus on the benefits. Don’t just list features; explain how those features benefit your customers. Keep it concise and persuasive. Use clear, concise language and avoid jargon.

Finally, let’s talk about calls to action (CTAs).

Make them clear and specific. Tell users exactly what you want them to do. For example, instead of “Learn more,” try “Get a Free Consultation” or “Download Your Free Guide.” Use strong verbs. Words like “Get,” “Discover,” “Claim,” and “Start” create a sense of urgency and encourage action.

Step 4. Design High-Converting Landing Pages

Your landing pages are the next stop on the journey after someone clicks your ad. Think of them as your digital storefront – they need to be inviting, informative, and designed to convert visitors into leads.

First and foremost, create landing pages specifically for your Google Ads campaigns. Don’t just send people to your homepage. Instead, design unique landing pages that are tailored to the specific keywords and messages in your ads. This creates a seamless and relevant user experience, increasing the likelihood of conversions.

Next, ensure your landing pages are mobile-friendly and load quickly. In today’s mobile-first world, a sluggish or unresponsive landing page is a major turn-off. Optimize your pages for all devices to ensure a smooth and enjoyable experience for all visitors.

Once on the page, visitors should immediately understand your value proposition. Clearly communicate the benefits of your product or service and how it solves their problems. Use concise and compelling language that resonates with your target audience.

Finally, include a strong call to action (CTA). This is your invitation to take the next step. Make it clear and concise. Instead of generic CTAs like “Learn More,” use action-oriented phrases like “Get a Free Quote,” “Schedule a Demo,” or “Download Your Free Guide.”

Step 5. Set Up Your Google Ads Campaign

Now it’s time to set up your Google Pay Per Click Ads’ campaign. Think of this as the launchpad for your advertising efforts. First, choose the right campaign type. For B2B lead generation, a Search Network campaign is typically the most effective. This allows your ads to appear on Google’s search results page when users search for keywords related to your products or services.

Next, set a realistic budget. Determine how much you’re willing to spend each day or month. Start with a smaller budget and gradually increase it as you gain experience and see what works.

Now, let’s talk bidding strategies.

• Manual bidding – Gives you the most control over your costs. You set your maximum cost-per-click (CPC) for each keyword. This requires more time and effort, but it can be more cost-effective in the long run.
• Automated bidding – Let Google’s algorithms handle the bidding for you. This can be more convenient, especially for beginners. Google’s algorithms use machine learning to optimize your bids for conversions.

Finally, organize your campaigns and ad groups effectively. Group together related campaigns. For example, you might have separate campaigns for different product lines or target audiences. Ad groups: Within each campaign, group together ads that target similar keywords. This helps you manage your bids and analyze your results more effectively.

Step 6. Target The Right Audience

Now, it’s time to get laser-focused on reaching your ideal customers. Google Ads offers a powerful array of targeting options to help you do just that. You can leverage demographic targeting, such as age and gender, to refine your reach. Interest-based targeting allows you to show your ads to people who have expressed interest in specific topics, hobbies, or even publications.

If available, utilize firmographic targeting, which allows you to target businesses based on their size, industry, and other relevant criteria. This can be extremely valuable for B2B campaigns. Finally, don’t forget about retargeting. 

Remarketing allows you to show ads to people who have previously visited your website but didn’t take the desired action, such as making a purchase or filling out a form. This helps you stay top-of-mind and remind them of your business. 

With the help of these powerful targeting options, you can ensure your ads are reaching the right people at the right time, maximizing your chances of success.

Step 7. Track And Analyze Your Results

Tracking and analyzing your results is crucial for the success of your Google Ads campaigns.

You need to closely monitor key performance indicators (KPIs) such as clicks, impressions, conversions, and cost-per-lead (CPL). Google Ads provides powerful reporting tools that allow you to analyze your campaign performance in detail.

Use these reports to identify areas for improvement. Are certain keywords or ad groups performing better than others? Are there any landing pages that have higher conversion rates?

Based on your analysis, make adjustments to your campaigns as needed. This might involve adjusting your bids, refining your targeting options, or improving your ad copy and landing pages.

To further optimize your campaigns, consider A/B testing different ad variations, landing pages, and targeting options. This allows you to see which elements perform best and make data-driven decisions to improve your results.

With continuous tracking, analyzing, and optimizing your campaigns, you can ensure that your Google Ads spend is delivering the best possible return on investment.

Step 8. Continuously Optimize Your Google Pay Per Click Ads

Google Ads is an ongoing process, not a set-it-and-forget-it endeavor. The digital landscape is constantly evolving, and your campaigns need to evolve with it. Regularly monitor your results and analyze the data. Look for trends, identify areas for improvement, and make adjustments accordingly.   

Are certain keywords or ad groups consistently underperforming? Consider pausing or adjusting their bids. Are certain landing pages driving higher conversion rates? Analyze what makes them successful and replicate those elements across other campaigns.

Stay updated on the latest Google Ads features and best practices. Google regularly introduces new features and updates its algorithms. You can leverage the latest advancements to improve your campaign performance by staying informed. Continuous optimization is key to maximizing the return on your Google Ads investment.

Conclusion

Successful Google Pay Per Click Ads campaigns require careful planning and ongoing optimization. You can maximize your return on investment by defining clear goals, conducting thorough keyword research, crafting compelling ad copy, creating high-converting landing pages, and effectively targeting your audience.

We recommend starting with a small budget and gradually scaling up your campaigns as you gain experience and see what works.

If you need assistance with any aspect of your Google Ads campaigns, Emerging Software is here to help. We can guide you through the entire process, from strategy and setup to ongoing management and optimization.