There are two types of businesses. The ones that chase customers, and the others which have customers chase them. The biggest difference between these two types of businesses is generating a steady flow of leads.
When I talk to 6-figure business owners and ask them how many leads they need to grow their business usually the answer is somewhere between 20 and 50 leads per month.
Certainly, Google Ads can play a key role in delivering a significant amount of leads.
How to launch your first B2B Google Ads campaign
Map Out Your Customer’s Journey
Before creating your campaign, make sure you have a clear understanding of your target audience. Research their interests, demographics, and pain points to ensure that your messaging resonates with them.
An effective method of addressing the entire customer journey is the SEE-THINK-DO-CARE framework. With Google Ads, you can target potential customers along the customer journey with appropriate content.
Determine Your Goals on a Campaign-Level
Decide what you want to achieve with each campaign. Is it to generate leads, drive website traffic, or increase brand awareness? Your campaign goals will influence your ad copy, targeting, and bidding strategy.
For example, Display Prospecting Campaigns are ideal to increase brand awareness, while upper-funnel search campaigns are ideal to drive traffic to informational content like blog posts or whitepapers.
Set up Conversion Tracking
Ensure that conversion tracking is properly set up on your website to accurately measure your campaign’s performance. As a B2B performance marketer, you need to ensure that your campaigns are not only generating leads, but also creating actual revenue in the long run.
Since the average B2B Buyer’s Journey takes up to 192 days, connecting your CRM with Google Ads is key to measuring the return on ad spend of your campaigns.
Start with enhanced CPC Bidding
This is an unpopular opinion, but I am convinced that enhanced CPC bidding is a good option for brand-new accounts. When you start with zero data, leveraging smart bidding options like maximising conversions can become quite difficult in the beginning.
Therefore, start with enhanced CPC or manual bidding, but switch to maximize conversions or value-based bidding, once you got enough data.
Craft Compelling Ad Copy
Create ad copy that speaks to your target audience’s pain points and highlights the benefits of your product or service. Use clear and concise language and include a strong call to action. Also, ensure that your ad copy is preventing the wrong users from clicking on your ad.
Landing Page Optimization
There is a certain demand (search volume) you can capture with Google Search Ads. Even an unlimited budget won’t really help to generate more clicks and leads.
There are other ads and organic search results the user can click on. And even with a click through rate (CTR) of 100% your ability to scale leads is limited proportionally to the search volume.
This is why need to dedicate resources to landing page optimisation as well.
By converting more website visitors into leads you will also be able to improve the profitability of your campaigns. Make sure your landing page is relevant to your ad copy, easy to navigate, and includes a clear call to action so that you can turn more visitors into leads.