How to Target B2B on Google Ads
Google Ads for B2B businesses can be a cheat code for growth and revenue boosts. However, you need to be careful about who you target. There are big budgets flying around, so you need to make sure you're reaching the right audience.
In this guide, I’m going to show you how to target the right audience on Google Ads, saving you money on unnecessary leads.
Why B2B Targeting on Google Ads is Crucial
Selling B2B to the everyday folk can be like flogging a dead horse—most people just aren’t interested in your services. That’s why you need to push your ads to those who are likely to buy. This helps save on spend and improves both CTR and CVR.
Many think Google Ads is a simple "set it and forget it" tool, with Google doing all the heavy lifting. That couldn’t be further from the truth. To get the most out of your account, you either need to learn the platform inside out or hire someone who knows what they’re doing (me for example!). While this takes time and money, I promise you’ll see a return on investment, whether in the long run or even the short run!
Setting Up Your Google Ads Account
Alright, before you even think about launching your first campaign, you need to set up your Google Ads account properly. It’s like trying to build a house without a solid foundation, it's just not going to work.
Here's a simple, guide to get you on track:
Create a Google Ads Account: If you haven’t already, sign up for Google Ads. It’s free to start, and there’s plenty of room to scale once you know what you’re doing.
Set Your Goals: Google Ads works best when you know what you're aiming for. Are you after leads, phone calls, or direct sales? Set these goals upfront, so your account is configured to track the right data.
Conversion Tracking: This is a must. Without conversion tracking, you’re flying blind. Set it up to track actions like form submissions, purchases, or calls. You need to know where your money’s going and what’s bringing you the goods.
Google Tag Manager: Don’t skip this! Tag Manager makes it easy to manage your tags without having to mess around with code. It’s also super helpful when you need to add tracking pixels or remarketing tags. If you're serious about getting results, Google Tag Manager is a lifesaver.
Link Google Analytics to Google Ads: This lets you pull in deeper insights on how visitors are interacting with your website. It’s the sort of data that gives you the upper hand when tweaking campaigns for better performance.
Set Up Billing & Budgeting: Once everything’s in place, set your daily or campaign budget. Don’t be too eager to spend big just yet. Start slow, see how your ads perform, and adjust accordingly. You want to be smart with your spend, not reckless.
Best Ways to Target B2B
Keywords & Intent
For search ads, you can target specific keywords relevant to your industry.
For example, if you sell flyers, you’d target keywords like ‘flyer printing’, which has commercial intent, rather than ‘flyer size’, which is more informational.
To find the best keywords to use, I recommend tools like Semrush, or Google’s Keyword planner.
Also, don’t forget to add brand campaigns, which are ads that appear when someone searches for your brand. They protect your brand from competitors creating ads to steal your customers.
If you’re wondering the best way to do this, I’ve written a blog on how I saved thousands of £’s by adding limits.
Demographics
On Google Ads, you can refine exactly who sees your ads.
For example, you can exclude 1–18-year-olds entirely, as they’re far less likely to need your services. Once you start getting sales, this will become even clearer.
You can also target by location. Bustling cities like London tend to have higher-paying customers, so you could increase bids in these areas to capture more demand.
Ads scheduling
I recommend running your ads Monday to Friday or whenever you expect demand to be high.
B2B businesses are usually more active during work hours, so avoiding weekends can help save money when demand is low. You can adjust this in ‘Ad Scheduling’ on Google Ads.
It’s also worth looking at specific times, but in my experience, Google tends to spend less in the early hours anyway—and sometimes even picks up cheaper leads in the evenings.
Search vs Display & Performance Max
While Display and PMAX campaigns can help with brand awareness, Search ads are often the most effective for B2B.
Search ads capture high-intent leads, targeting potential customers actively looking for solutions. In contrast, Display and PMAX campaigns focus more on awareness and aren’t always as precise for B2B lead generation.
What to write in ad copy
The main goal of your ad copy is to stand out from the competition—so don’t make it boring. You want to impress users and convince them to choose your business over others.
Here are some key things to include (if relevant):
Target Keywords – If you’re targeting ‘Flyer Printing’, make sure it’s in your headline.
Solving a Problem – Customers are usually looking for a solution. Highlight how you can help. For example, ‘Guaranteed to never break’.
Offers – Got 20% off? Shout about it. Customers love a deal.
USPs – If you have something that sets you apart, make it known. A strong USP gives you the edge over competitors.
Reviews & Testimonials – Social proof builds trust. If you’re rated ‘Excellent’ on Trustpilot, this is the perfect time to show it off.
Bidding Strategies
Without getting too complicated, I recommend two bidding strategies for B2B, depending on your goals:
Target CPA: If you’re focused on conversions, go for Target CPA. Set your bid below your forward profit to stay profitable.
Target ROAS: If revenue is your priority, choose Target ROAS. Set a revenue % that ensures you’re making a profit.
Conclusion
While it can seem overwhelming at first, getting the right strategy in place will help you get the best results and save money in the long run.
I know it can be daunting, but if you'd like a professional service or have any questions, feel free to reach out via the contact section in the footer. I’m here to help!