PPC Strategy for B2B Business

Overview: Key Goals of B2B PPC

• Generate high-quality leads (not just traffic)
  
• Nurture prospects across a longer buying cycle
  
• Target decision-makers in specific industries, job roles, or companies
  
• Measure ROI based on pipeline impact, not just form submissions

Step-by-Step B2B PPC Strategy

1. Define the Right Goals & KPIs

Focus on revenue and pipeline, not vanity metrics.

• ✅ KPIs to track:
  
  • Qualified leads (MQLs/SQLs)
    
  • Cost per qualified lead
    
  • Opportunity-to-lead ratio
    
  • Customer acquisition cost (CAC)
    
  • ROI / ROAS

2. Understand Your Buyer Personas

B2B decisions involve multiple stakeholders.

• Build personas for:
  
  • Decision-makers (e.g., CTO, CFO)
    
  • Influencers (e.g., mid-level managers)
    
• Map content and messaging to buying stages:
  
  • Awareness → Consideration → Decision
    

3. Choose the Right Channels

4. Build a Multi-Stage Funnel

5. Use High-Intent, Problem-Focused Keywords

Example: Instead of “CRM software,” use “best CRM for small logistics company”

• Use long-tail keywords for low-CPC, high-quality leads
  
• Use match types carefully:
  
  • Exact for BOFU
    
  • Phrase for MOFU
    
  • Broad with smart bidding only if budget allows
    

6. Leverage LinkedIn for ABM

• Target by:
  
  • Job title
    
  • Industry
    
  • Company size
    
  • Specific company names (ABM lists)
    
• Use LinkedIn Lead Gen Forms for frictionless lead capture
  

7. Build Strong Landing Pages

• Tailor by funnel stage and persona
  
• Include:
  
  • Clear headline
    
  • Benefits + proof (testimonials, logos)
    
  • Strong CTA
    
  • Minimal distractions
    

8. Lead Qualification

Don’t waste sales time with junk leads.

• Add qualifying questions in forms (e.g., company size, budget)
  
• Use marketing automation to filter MQL vs junk
  

9. Retarget Strategically

• Create sequences:
  
  • TOFU visitor → show case study
    
  • MOFU → show demo ad or testimonial video
    
  • BOFU → offer direct call/demo booking
    

10. Track with CRM & Analytics

• Connect GA4, Google Ads, and LinkedIn to your CRM (HubSpot, Salesforce, etc.)
  
• Use Enhanced Conversions for Leads
  
• Measure pipeline and closed revenue by campaign
  

11. Test & Optimize Continuously

• A/B test:
  
  • Ad headlines
    
  • CTAs
    
  • Landing pages
    
  • Offers
    
• Kill underperforming campaigns quickly
  
• Scale what’s converting to SQLs and deals
  

🔥 Bonus: Winning B2B Offers for PPC

• ✅ Free demos or strategy calls
  
• ✅ Industry-specific case studies
  
• ✅ Whitepapers or reports
  
• ✅ Templates or tools
  
• ✅ Webinars or video walkthroughs
  

📌 Summary B2B PPC Strategy Framework