When it comes to B2B PPC advertising, working with a tight budget is often the norm rather than the exception. Yet, even with limited resources, it’s possible to generate high-quality leads and drive strong ROI, if you focus your efforts strategically.
At Active Web Group, we help B2B companies create cost-effective PPC campaigns that deliver results. Here are five expert tips to help you get the most from your B2B PPC spend – even when budgets are lean.
1. Narrow Your Targeting to Your Ideal Audience
In B2B PPC, quality matters more than quantity. Broad targeting wastes precious budget on clicks that won’t convert. Instead, focus on defining and refining your audience:
- Use targeting options like industry, company size, or job role.
- Build custom audiences or take advantage of in-market segments.
- Don’t forget to exclude irrelevant audiences using negative keywords.
The goal is to drive fewer, but better, clicks that are more likely to convert into valuable leads.
2. Focus on High-Intent Keywords
With limited budget, bidding on generic or top-of-funnel keywords will quickly drain your funds. Instead, prioritize high-intent, long-tail keywords that signal purchase readiness. These keywords may have lower search volume, but they typically attract decision-makers who are closer to converting.
3. Optimize Landing Pages for Conversion
Even a perfectly targeted ad can fall flat if your landing page doesn’t deliver. Here’s how to ensure your PPC B2B lead generation efforts aren’t wasted:
- Highlight your value proposition right away.
- Keep the page focused with one clear call to action.
- Use social proof, like testimonials or case studies, to build trust.
- Test different layouts, headlines, or CTAs to see what performs best.
A higher conversion rate means you get more leads for the same spend.
4. Start Small with Manual Bidding and Test Aggressively
While automation tools can be helpful, sometimes you need a little more control, especially when every penny counts.
- Try manual bidding when starting out so you can allocate spend more precisely.
- Regularly review your search terms reports and cut out waste.
- Monitor performance closely and reallocate budget to what’s actually working.
Testing different combinations and learning what drives results is key when working with limited data and dollars.
5. Don’t Overlook Retargeting
Many B2B buyers require multiple touchpoints before converting. Retargeting helps you stay in front of people who’ve already shown interest:
- Create retargeting campaigns for users who visited key pages like your pricing, product, or demo pages.
- Serve up different messages depending on where they are in the funnel.
- Use cost-effective channels to keep your brand top-of-mind.
Retargeting gives you a second (or third) chance to convert leads, without breaking the bank.
Smart Strategies Can Beat Large Budgets
A smaller PPC budget doesn’t mean you’re stuck with underwhelming results. It just means you have to be more strategic. By tightening up your targeting, focusing on intent, and optimizing every step of the funnel, you can stretch your budget and still generate quality B2B leads.
Our team helps businesses make the most of what they have – and then some. If you’re looking to get more from your B2B PPC advertising or want to improve your lead generation efforts, contact us today.
