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5 Steps to Improve Your B2B Leads Through PPC


PPC is just one of the many ways that are effective in getting leads for your B2B business. However, it may not be the easiest way out there. It will take a lot of time and effort on your part to get the technique correctly. Are you ready to go through the process? This is one of the first things that you should prepare yourself for. There will be a lot of trial and error in going through all this, but it will surely be worth your while because not only will you learn a lot, you will also know about the strategies that will work well for you and your business.

But when you do get it right finally, you will realize that it surely drives revenue while the other techniques simply eat up your resources. If you ever feel that this is related to your situation, you have to know how you will be able to improve your B2B Leads through PPC. Doing so will ensure you that you will get a greater ROI while also reducing the resources that you waste. This way, you won’t have to spread your resources so thinly by trying out all of the strategies all at once without proper planning.

So for this post, we will see how it is possible for anyone to get it right and improve your B2B leads. How we’ll go about this is that we will have an analysis of each of the stages of marketing through PPC. Doing so, you will see the things that you need to change in your campaign so that you can also produce better results. It may sound daunting at first, but if you give it time and commitment, you can surely make use of these steps for your campaign.

Let’s start with the first one!


1. Know Your Customers

Businesses doing PPC campaigns, either B2C or B2B, see poor results because they are not targeting their audience correctly. There are many ways on how you can improve your B2B leads. Today, there are many features that can help you in your PPC campaigns. But the primary thing that you have to ensure is that you know who your target customers are.

If ever you are still unsure of this, then if you ever commit mistakes in your targeting, it will certainly have an effect on your campaign in the long run. So to make sure you are targeting the right audience, you have to have not only the data but you also have to understand the crowd that you want as customers.

For this step, one thing that you can do is to create a Buyer Persona. What this will do is it will help you in developing a portrait of what an ideal customer is. With the information that you have gathered, you can use it in targeting your audience, making sure that the right people will see your ads. This will ensure that you are not wasting time and resources showing your ads to people who are not interested in your products and services in the first place.

In making a Buyer Persona for your campaign, it will also help you if you can add other details that are beyond the traditional information in a Buyer Persona. With such information, you will be able to target your audience in various ad platforms. And this will allow you to make the most of your ads.

An example of this is thinking about which keywords your audience would use in Google Search if they are looking for a business such as what you have. You also have to have an insights of the sites that they frequently visit. Knowing this will help you in your Display campaigns and your AdWord Search campaigns.

Another thing that you can add to the Buyer Persona are the possible interests of your ideal customers. You have to think about the kind of publications, products, individual, and companies that might have an influence on them. Knowing so will help you more on your Facebook campaigns.

In addition, it will also do you well if you have an idea on what kind of industry or companies your ideal customers work for. Information such as the sector, job title, their skills, as well as the size of the company will help you in your campaign. This is especially important for your LinkedIn campaigns.

If you can successfully develop all these things, you will start seeing the picture of the kind of crowd that you want to show your ads to. If you can successfully show your ads to the right crowd, it will naturally give you an edge because you can expect your ads to perform well. This is because the audience will find the ads relevant to their needs and interests. They will likely engage more, and this improves your lead quality.


2. Clearly Articulate Your Offer

This is an important point that you ought to bear in mind, most especially if you’re into B2B sales. Most B2B companies have no problem providing the solutions for their customers. The problem is that there is not enough educating going on as to why this solution is needed, to begin with.

There are many cases wherein the customers do not even know about the benefits of your products or services. They might now know how they will use those in their own businesses. When the situation is like this, the customers might not engage at all immediately because they don’t know what to do about your services and products. For example, if you offer outsource contact support, you have to make your market understand the benefits of engaging with your services. To do this, what you can do is invest your time in making webinars, videos, case studies, customer testimonials, and blog posts. In getting busy with your PPC ads, don’t forget your content marketing campaigns because that is how you educate your crowd.



3. Experiment

One of the things that you can also do is to experiment with other advertising methods. But there is a catch here. You see, the format is not the problem. You ought to make use of the many features available on the platform you have chosen. An example here is in Facebook and AdWords where you can do retargeting or remarketing.

With AdWords, remarketing will do you well in reaching past the website guests in many ways. You will be able to reach them through search listing with the use of remarketing lists for search ads. Also, it is possible to reach them through other sites through the use of display marketing. Remarketing is a good move when it comes to encouraging people to buy your products and services this time around if for example, they weren’t able to do so the first time.

What you can do here is on your blog, create contents that will be helpful for the reader. The contents can highlight the benefits that your reader will receive if they decide to engage in your products or services. A remarketing ad that you can make here is you can offer the readers an ebook that has more information about your services.

At this point, the leads that will be engaging in your offer will be of higher quality. This is because now, they are more qualified. Other than that, they are also more familiar with your expertise as well as your brand.

There is another thing that you can do. You can use features for audience matching. These are available in many PPC platforms. For example, on Facebook, there is an option there for Lookalike Audience. In AdWords, there is something called Similar Audiences. By using these features, you can ensure that your ads can be shown to the crowd that will more likely engage and be converted. This may be a lot of work, but it will sure be worth your while.


4. Check Your Landing Page

Landing pages can have a great impact on the quality of the leads that you are going to get. When you optimize your landing page so that you get to improve your lead quality, it may not immediately mean that it will also improve your lead quantity. Here, you would want to make it a point the right crowd will be entering their details on your landing page, not just getting more and more people to do so, regardless of the quality. What you can do here is to be aware of the number of form fields you are using in your landing page.

You may immediately assume that with lesser form fields come greater conversions. However, this is not so. By having a number of form fields, you immediately get to filter out the visitors who are really interested. You get to tell if the visitor is interested because they gave time and effort in filling out the necessary fields.

Other than that, B2B companies can give more to these visitors by making sure that they give out quality content in various form. This will already be easy because by now, you should already know a lot about your clients. It is also possible to filter out high-quality leads. For example, in LinkedIn, they know the best prospects are those who have higher budgets for advertising. This kind of information helps in improving the chances of leads being converted along the way.

So now, if your landing page currently has just two to four form fields, you ought to think about adding more. You have to make sure that these forms will be able to separate the low-value leads from the high-value leads. Consequently, this will be reducing the submission of lead forms, but this will also provide improvement in the quality of the leads.

Another thing you have to remember is to use the language that your audience is using. If they are using technical language, use that as well. Don’t try to dumb down your page. If you use their language, they will be assured that you know what you are talking about and they will be more interested in the information that you have to offer.

In addition to that, you have to make custom landing pages for each of the ads that you make. This helps in improving your conversions because this will make sure that the visitors who click on the ads will have a customized experience.

5. Bid Sufficiently

There’s probably nothing here that is new for you. But for the sake of a complete strategy, make sure that you bid enough when it comes to your ads. If you feel that you have done everything that was suggested here but the ads are still getting leads of low quality, it might be because the ads themselves attract low-quality leads because of your low bids.

What you can do is to raise your bids up to the top end of what is the recommended amount provided by the platform for PPC. After that, give it some time, about a couple of weeks. This can do the trick. However, if you still think that it’s not working, maybe you have to review your strategy and study how you target your audience. It’s not a failure at this point. You ought to learn from these experiences, so you’ll know how to improve your strategy. Remember that all of the steps are important. You may be missing out on some of them. That’s why it is important to be careful and keep track of the steps you have made.



By making sure that you understand how to better improve your B2B leads through PPC campaigns, you get to improve your overall strategy. Here, we have provided you the steps on how you can make things better. To review, you can look at your target audience and how you are targeting them. You can think about allocating higher bids for your ads. Lastly, what you need is to take action. All of these are good plans, but you have to take the necessary steps to accomplish your goals.


About the Author: Patrick Panuncillon is an search engine optimization strategist at LinkVista Digital Inc, specializing in article writing and web analytics. With almost a decade of experience in the digital marketing field, he is now leading a team of young professionals in the Philippines. Connect with him on LinkedIn.

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