August 2, 2016

7 Top B2B PPC Lead Generation Strategies

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Michael Jenkins
Michael Jenkins

CEO - Shout Agency


PPC campaigns changed dramatically over the past few years. From crude text ads on the side of Google search to more native, image-friendly ads available today.

Some of the biggest changes have come behind the scenes. Where it used to be that pay-per-click (PPC) was largely the domain of consumer companies, a number of B2B PPC campaigns have proven that this is a productive method for lead generation.

To help you, we want to review some of the top B2B PPC lead generation strategies for your business.

7 B2B PPC Lead Generation Strategies

1. UTM tracking

Before we dive into the deeper strategies, it is important to understand the value of UTM tracking. UTM tracking are the tiny snippets of code that make it possible for you to track the success of your campaign.

How does UTM tracking work?

UTM codes track specific campaign parameters of your Google AdWords campaign. They are added to the end of your landing page URL.

To create a UTM for your next campaign, you can use Google’s URL builder.

For example, if you want to know the source of your traffic, you can use the UTM code utm_source. Conversely, if you want to know which campaign generated results you would use utm_campaign.

Different UTM tracking codes help you understand different parts of your campaign.

2. Keywords

Once you created the UTM tags, you look for the highest converting keywords for your B2B PPC campaign.

Like we discussed in 23 Amazing PPC tools, you can use tools like Google Keyword Planner or Ubersuggest to find the highest converting keywords for your campaign.

3. Personalize ads

Once you have your keywords, personalize your ads for specific segments of your campaign. That way your PPC ads have specific emotional appeal to those who need your services.

For example, if you sell business consulting services you may want to use separate ads for those who need your accounting services and those who could use your human resources management services.

While they both deal with business, they have very specific pain points. If you write copy that is for both, it will sound robotic. Instead, speak to people as human beings in your PPC ads, not as an advertising audience. That way they can experience how you care about their challenges in your ad copy.

4. Improve your Quality Score

By thinking about your Quality Score in advance, you can do things like improve your landing page to get visitors to stay longer (see below) or create more compelling ad copy to get additional clicks to your website.

Your Quality Score measures how many people click your ad, how long they stay on your website, as well as tracking other metrics to determine the quality of your ads. The higher your Quality Score, the less pay you on Google AdWords.

5. Landing Pages

Often PPC marketers spend so much time focusing on the ad they do not spend enough time customising the landing pages. However, they are an essential lead generation tool for any B2B company.

Therefore, your company needs to make sure your business has a few essential components to any landing page

  • Matching Landing Page and Ads Make sure your PPC landing page matches the ad text and design of your PPC ad. Consistency helps prospects move seamlessly through your lead generation funnel.
  • Have a dynamic Call-to-Action (CTA)- Your CTA needs to stand out visually from the crowd as well as provide a compelling reason for website visitors to become prospects.
  • Do not overkill video- A number of marketers mistakenly use video too much on their landing pages. It is okay to have a video, but you should also have text to allow multiple forms of content to intrigue your audience with your free offer or services.

6. Test your PPC Ads

While you can test a number of different parameters in conjunction with each other, KISSmetrics pointed out in their Beginners Guide to AB Testing PPC, how these four aspects are the main parts of the ad to test.

  • The headline
  • The body text
  • The link
  • The keywords the ad displays for

Understanding these 4 elements allow you the ability to test the key components of your campaign.

One thing to keep in mind. You will want to test early and often throughout your campaign. You should also test specific elements one at a time to determine which elements impact the success of your ad the most.

7. Have an ad schedule

To ensure you stay on budget, have an ad schedule to provide a consistent schedule of results and expenses. The more you schedule your ads to go out on specific days, the more you can track their importance in regards to the best performing B2B PPC ads.

Final Thoughts

PPC campaigns have tremendous potential. While they may seem simple, and plug-in-play they do require work to set up and maintain. Therefore, you need to make sure you have the right system in place to generate leads for your business.

If you want to improve the results of your B2B PPC campaign to generate more leads for your business, set up a free consultation with our PPC agency in Melbourne to learn how we can help you.

Book a free 45 minute consultation today.

    Book a free 45 minute consultation today.


      As Founder and Director of Shout Web Strategy, Michael Jenkins is at the forefront of digital marketing. Since it’s inception in 2009, Shout has built a strong reputation as one of Australia’s leading strategic SEO agencies, assisting online businesses to formulate, implement and track successful marketing strategies. Michael is a respected thought leader and digital strategist, specialising in online strategy, corporate SEO, Google retargeting, email and conversion rate optimisation, and online reputation management. Follow Michael on Google+, connect with him through LinkedIn or visit the Shout Web Strategy website.

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