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Yes, B2B businesses get plenty of value from Google Ads, however the strategy used needs to be different.

Personally I specialise in using Google to generate revenue for transactional websites and so my own clients tend to be B2C, but I market my own business using Google Ads, and my business is very much B2B!

The trick with B2B businesses and their marketing is that:
1) you might need to educate your prospects on the need for your service before they’ll buy,
2) you need to structure your advertising in a way that encourages prospects to qualify themselves and opt-in to a conversation with you, and
3) you need to be able to stay in touch with prospects, so that you are top of mind when they need your service.

For these reasons, B2B PPC advertising is typically about sending prospects to well-designed information pages where they can opt in to hear from you further, and long-term remarketing campaigns so that you can build trust and familiarity with your prospects.

You can use Google Ads for distributing content marketing if this is your primary B2B strategy. This can be done well through Google Display advertising, or Google Search depending on which of these gets you the best Cost Per Lead. People are always looking for solutions to business challenges and so they would click on your ad if it is designed as a helpful content piece.

From there, you will need to ensure your landing pages are designed to convert prospects into leads. Good images and branding elements, a value-led approach for capturing email addresses and other contact information, and social proof by displaying logos of past and current clients are all good approaches.

The majority of B2B prospects will take their time and do research before reaching out to you, and will likely also ask their local networks for referrals. For this reason it’s important to gain long-term trust with your prospects and you can do that by sharing information that your prospects will find valuable so that they continue to see your presence over time.

They won’t want to hand over their email address until they’re ready, so being willing to freely give valuable information through articles, podcasts, videos, webinars, local seminars and then distributing this free information via a long-term remarketing display campaign can be really helpful for maintaining a relationship with prospects you don’t know personally yet.

This tip and many others are found at https://www.petramanos.com/category/tips/

Ian Gale - Sleepwise Clinic

Petra was instrumental in pulling all our clinic's web analytics into one easy to read, dynamic report that's accessible to me at any time, and works with our EXACT booking system.

This has allowed me to see, at a glance, what marketing initiatives are working, need tweaking, or changing altogether, saving me both time and money. I can't recommend her or her analytic services enough.

Ian Gale SleepWise Clinic Analytics Dashboard August 1, 2018

claudia impedovo

Our main purpose for generating these reports is about findings out information that will curb our strategy. The Audience Engagement Report provided us with new findings about our audience. We implemented new marketing elements based on those findings and they have increased sales.

Claudia Impedovo Brand Manager at Spendless Shoes Ecommerce Google Analytics, Google Tag Manager & Google Data Studio Integration April 23, 2020

Nadia Rossi

It has been an absolute pleasure working with Petra over the last year and a half. 1834 Hotels centralises marketing for over 20 hotels around Australia, all with different branding and websites. On an analytics level Petra’s skills have allowed us to monitor and track our marketing efforts in the digital space. Bringing Petra onboard to manage our Google Ads was one of the best marketing decisions we have made. Her thoroughness and attention to detail is incredible, her insights have helped develop better marketing strategies and demonstrate to shareholders return on investment. I would highly recommend working with Petra.

Nadia Rossi Digital Marketing at 1834 Hotels Ecommerce / Hotel Google Ads April 23, 2020

Sophie Abnett

Here at 1834 Hotels we centralise the marketing for many different hotels. It can be an enormous undertaking to monitor and track the performance of each one, especially when they are all on separate webpages.

Petra helped to resolve this difficulty by creating a central hub in Google Tag Manager and Google Analytics with Cross-domain tracking and Ecommerce as well. She created many valuable analytics dashboards and reports that draw from the centralized source. Now that we have all the analytics tracking working it has improved the accuracy of our reporting and the insights have helped develop better marketing strategies.

Petra’s skills and wealth of knowledge is fantastic. I would recommend Petra without hesitation.

Sophie Abnett Digital Marketing Project Manager at 1834 Hotels Ecommerce / Hotel Google Analytics, Google Tag Manager & Google Data Studio Integration April 23, 2020

charles marois olsa tools

Working with Petra was a great experience, communication was easy and she is very organized. She also provided detailed reports of the work she had done and the results generated. We would definitely recommend her services.

Charles Marois CEO, Olsa Tools Ecommerce Google Ads April 23, 2020