Having a small B2B organization does not define your worth. 

Sometimes you fall behind your competitors. But that’s okay! 

Maybe you need a better strategy to capture leads. Have you used paid search advertising? If not, it’s time when you should focus on this approach to improve B2B lead generation. 

Paid search is unquestionably one of the most appreciated methods of modern digital advertising, and businesses of all sizes are employing it to succeed. But unfortunately, this method allows them to position themselves in the front row. Therefore, you must use better tactics to outperform the competition and secure your space.

Let’s explore the possibilities to generate leads through paid search.

Why paid search for B2B lead generation?

Paid search is paying for ads that appear on websites or in search engine results. There is a text-based pay-per-click (PPC) ad, and the other is a display ad. Both types of paid search offer significant benefits when the agenda is B2B lead generation.

The benefits include:

  • The targeting of paid searches is outstanding. You can use particular keywords, keyphrases, and keyword lists for each ad to target different buyers or advertise various products or services.
  • You can design your sponsored search advertising by including target keywords and CTAs to draw high-quality B2B leads genuinely interested in buying. 
  • The use of paid search can increase website visitors by enhancing the visibility of your web pages on search engines.

Five effective ways to upgrade your B2B lead generation campaigns through paid search

When statistics state that 53% of marketers invest half of their budget on lead generation, you should choose the best approach to succeed. Does it make sense?

Nevertheless, lead generation with the desired quality and quantity has never been simple in today’s competitive market. But 11% of marketers claimed that paid advertising accounted for most of their leads. So, paid ads work, right?

Let’s explore the five paid search tactics to level your B2B lead generation game.

1. Prioritize in-depth keyword research

A pay-per-click (PPC) campaign will often launch as a highly focused campaign focusing on the demographics of the target market you want to draw in. You can find out how people search for your product or service online through extensive keyword research. Since their search manner is dynamic, doing a quarterly audit of search keywords is crucial if you have been running ads for some time.

2. Optimize landing pages

Creating effective landing pages that inspire viewers to act is a practice to succeed more. While most businesses do not experience an increase in leads when going from 1 to 5 to 6 to 10 landing pages, they do experience a 55% increase in leads when going from 10 to 15.

Remember the following things:

  • Your landing page’s headline must match your advertisements and offers. Otherwise, the visitors may feel duped.
  • Utilize lead magnets, such as an infographic, video, or checklist, to obtain contact information, such as your leads’ phone numbers and email addresses.
  • Your landing page won’t be perfect, no matter how well you believe you’ve optimized it. Therefore, A/B testing is necessary.  

3. Create more display ads

Display ads resemble traditional advertisements; they typically take the form of a box or banner, incorporate graphics, and have a call-to-action button.

For instance, a video advertisement is influential when complicated products or services require simplified explanations. For successful businesses that must maintain their superiority, display ads are crucial.

4.Utilize social platforms

Although Google is undoubtedly the most well-known platform for advertising, consider social media platforms for paid search campaigns. As a brand, you can connect with your target audience and establish your identity rapidly. For example, LinkedIn is the widely preferred social site by B2B marketers since 80% of their leads come from this platform.

5.Ensure you have a robust sales funnel

Paid search can generate qualified leads that can later be nurtured and converted into clients using email marketing. Creating a robust sales funnel is essential to making this happen effortlessly. At each level of the sales funnel, leads are different. So, you need relevant content to convert them successfully. Only then will this paid search and email marketing combination work efficiently.

Since lead generation is a prime objective of every business, you should find out what suits your B2B lead generation campaign the most. Paid search tactics can do miracles if applied correctly with the proper insight.