Launching your B2B services online is a significant step towards growth. You’re ready to tap into the power of Google Ads, but let’s be honest, the platform can feel overwhelming. Too many campaign types, bidding strategies, and the maze of keyword match types can leave even seasoned professionals scratching their heads. If you’re wondering where to even begin, you’re in the right place.
I have worked with those whose first b2b campaign was a Brand Campaign, it was working good, but, seriously, not everyone knows your brand name, but everyone know what is the issue they need to get solved. So we had to setup up a bit. This blog is small summary from my learnings.
My core learning is this: B2B success in early Google Ads hinges on precision, education, and building a foundation of qualified leads. You’re not selling impulse buys; you’re offering a solution that requires consideration and often involves multiple stakeholders. Therefore, your initial campaigns need to reflect this.
So without any bs* let’s dive into the campaign types, the keyword structures you need to have.
You want me to help you setup your campaigns for Free, yes I also do that, email me @ conatct@adswithabs.com.
The First B2B Campaign: Service/Software Keyword Campaigns
The first campaign you need to launch should be the service keywords. Like if your product is a ERP software, your should run campaigns on keywords like “erp software for manufacturing”, “best erp software”, “cloud erp for small business”, etc.
I am expecting you are not asking. The obvious reason, nobody knows you, but there are people who need your software or service. So we need to come in front of those who are looking for the solution.
Campaign type: Search
Goal: Lead Generations
Bidding: Manual CPC.
At this time you need some control on your campaigns by showing up in front of users, who are looking for the services. As this is first campaign we will be running so there will be many keywords which might be irrelevant to your business. So if we can maintain a low cpc, we will be able to save some extra spend when our ads shows up for some mismatched – irrelevant search terms. Thumb rule says, if your have at-least 30 conversions a month, you can switch to Smart bidding. We will discuss that in other blog.
Keywords: Use a mix of phrase and exact match keywords.
Do a thorough keyword research, make sure you stay as possible as close to your service. Also I advise to keep just conversional keywords in this campaign.
Check GA4 for Traffic.
Now for next campaign, we need to check the website traffic. If we have atleast 1000+ users, we are good to launch our display campaign. So before we have desired audience, we need to create audience groups in GA4 or Google Ads.
Campaign #2. Display Campaigns:
Now we have our audience ready to be launched we can launch our next campaign targetting the Google display network. This helps us reach the users who have visited our website, now with help of Google ads we can come in front of them on various websites. This helps in building a recall value. And there is a good chance you will see a rise in organic leads, as most of the leads are view-thru campaigns.
Campaign Type: Display Campaign
Goal: Awareness (isn’t it obvious)
Audience: All Website Visitors,
You can also add the page viewers from other pages if they have an audience size greater than 1000.
Bidding Strategy: Max CPM.
Here we are focused on reaching audience as much as possible. Different experts may differ, I believe we will only get more sales if we are seen more. It is very similar to the pizza billboard ad you see more while travelling.
You are all set for now. Create these campaigns as you have budget and data. But trust me here data is more important than budget. You need to pick keywords which have high search volume. And for display, you need to reach in front of those who are already interested in your website. Google like to have a min audience of 1000. I don’t why Google has this min audience rule of 1000 page viewers.
If you don’t have patience and still want to do the re-marketing/display campaign, I suggest you can start your campaign with tools like AdRoll, very simple and easy to setup. AdRoll team is also very friendly they will help you on each and every step if your campaign journey.
Key Learnings for your First B2B Campaign:
1. Stick to the Audience: Wanted to say, “Don’t go broad”. As you are in early stage of your campaign, so be very specific, stay as close to your prime keywords and audience as possible, once Google learns about yiur keywords and audiences, you can definitely go broad. And you will know, that moment. First focus on first 30 leads from your search campaigns.
2. Educate your audience: In search campaign do ad links to useful pages, like pricing, some unique features, offer landing pages, etc. You can also use the informational keywords in your campaigns. But if you want to do so, make sure your have relevant headlines for your ads that makes perfect sense.
3. Manual Control: Manual CPC is always best choice when you are stating a new campaign. It helps you reach max searches with min spend. Only thing id you will need to check our campaigns every hours if your ads are still showing. And yes, I didn’t said early, but in first week, you might not see much movement. But it will increase with time.
4. Must have Conversion Tracking: I hope before setting up your campaign you have done conversion tracking, not just on Google ads, but also for GA4 and added triggers in GTM.
5. Patience and Iteration: B2B sales cycles are longer. Don’t expect immediate ROI. Continuously monitor your campaign performance, analyze the data, and make adjustments based on what you learn.
You can also reach me directly for 1:1 call, where I will walk you thru all of this for Free. It will be a 30 mins call we will walk thru your campaigns. I am here just to help you make your campaigns great. If you have an existing business, and want to give it a boost, email me @ contact@adswithabs.com, I will do the complete analysis. It will not be a machine generated report, but a complete report about your campaigns , where I will discuss about the Campaigns, campaign type, bidding, spend, cpc, ctr, everything will be covered. This whole will be 100% free.
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