B2B Lead Generation With Google Ads: Strategies That Work

B2B Is Not B2C — Your Google Ads Strategy Needs to Reflect That

Selling to businesses is fundamentally different from selling to consumers. The buying cycle is longer. Multiple people are involved. The stakes are higher.

Your Google Ads strategy needs to account for all of this.

The B2B Buying Cycle

Typical B2B journey:

1. Problem awareness — Someone searches for a solution
2. Research phase — Multiple options explored
3. Consideration — Shortlist created
4. Internal discussion — Other stakeholders involved
5. Final evaluation — Demos, proposals
6. Decision — Purchase

This takes weeks or months, not minutes.

Keyword Strategy for B2B

B2B keywords differ:

Good B2B keywords:

• "[Service] for businesses"
• "[Service] provider UK"
• "Enterprise [service]"
• "[Service] company"
• "Outsourced [service]"

Typically poor B2B keywords:

• "[Service] free"
• "[Service] download"
• "[Service] examples"
• "What is [service]"

Campaign Structure for B2B

Campaign 1: High-intent capture Target people ready to buy/enquire

• "[Service] provider"
• "[Service] company"
• "Hire [service]"

Campaign 2: Research phase Target people comparing options

• "Best [service] UK"
• "[Service] comparison"
• "[Service A] vs [Service B]"

Campaign 3: Problem-aware Target people just realising they need help

• "[Problem] solutions"
• "How to [solve problem]"

B2B Landing Pages

Your landing page needs:

• Credibility markers: Client logos, case studies
• Speak to the business: Benefits to the company, not individual
• Decision-maker copy: Address their concerns (ROI, risk, implementation)
• Lead magnet option: Whitepaper, guide (for research-phase visitors)
• Direct enquiry option: For ready-to-buy visitors

Attribution for Long Cycles

Standard 30-day attribution misses B2B conversions. Use:

• 90-day conversion windows
• Enhanced conversions
• Offline conversion import (connect CRM to Google Ads)
• View-through conversion tracking

LinkedIn vs Google Ads for B2B

Quick comparison:

Google Ads:

• Intent-based (they're searching)
• Higher CPCs but higher intent
• Good for active buyers

LinkedIn:

• Demographic targeting (job title, company)
• Interruption-based
• Good for awareness and nurturing

Best B2B strategies use both.

Remarketing in B2B

Long cycles = more touches needed.

Create audiences for:

• Visited pricing page
• Downloaded resource
• Watched demo video
• Visited multiple times

Remarket with:

• Case studies
• Testimonials
• Limited-time offers

B2B Google Ads Expertise

B2B requires different approach. Our free audit includes B2B-specific analysis.

For ongoing B2B lead generation, explore our lead generation agency services.