Perhaps you have been advised not to get started because of increasingly high costs per click? Let's see together the points of attention and how to remedy them. First of all, yes, Google Ads must be profitable even in B2B ! You just have to be a little more careful. (see 8 reasons to use Google Ads ) In reality, in B2B as in B2C, Google ads have great advantages, but also some disadvantages. I present them to you with some tips for making Google Ads as profitable as possible.
Capturing purchasing intent, the first asset of Google Ads To target purchase intent, you need to find the right keywords and present the right offer. When people search on Google, they are actually looking for a solution — unlike Facebook or LinkedIn. The conversion rate is therefore very high because of this. This is also why Google Adwords has taken off so well. Let me give you Germany WhatsApp Number Data an example that I know well in B2B SaaS. Imagine a SaaS CRM software publisher that targets the query “CRM software”. All these people who use Google don't really want to buy accounting software. Some may just be trying to understand what CRM software is and what it does. Some may even be students. Some might consider making their own simpler CRM (based on existing tools). Or simply to benchmark existing tools.
Some people are considering CRM software, but are just beginning their research to understand what they can expect from such software, and these people are far from having decided what they want to do. As your prospects progress through their searches, their keywords will also evolve and refine. They can start looking for “SaaS CRM software”, “CRM software for SMEs” or even “CRM software with emailing”. via GIPHY It's up to you to refine your keywords to move closer to the purchasing phase. Actually, I'm not saying not to bid on "CRM software." You can do this if: you manage to find the right bid, not too high, so as not to be in the first two positions. Play with Google Ads settings such as geographic location, device, audiences or even the day of the week. you direct Internet users to content that is more educational and less sales/demo. Indeed, as I told you, your prospect has probably just started their research phase . It is surely more effective to acquire this lead through content that is more informational than transactional . An ebook or guide like “Mistakes to avoid when choosing your CRM” would be a good example. Purchasing intention can also result in searching for one of your competitors. Even if competitors' branding is unusable in ads, I have often had very good results targeting keywords like: “<competitor> price”