PPC B2B Lead Generation: Getting the Best Out of Your B2B PPC Agency

If we talk about B2B PPC lead generation, it’s all about targeting decision-makers at the right time, in the right place. But many businesses struggle with finding the right audience, and therefore, conversions and cost per conversions suffer.

Sure, the internet is brimming with tons of tips and tricks that’ll teach you how to setup your B2B PPC campaign and manage it, but this information isn’t enough to get you results.

 

This blog post will identify what B2B PPC strategies work and;

• Why you need a B2B PPC Agency to get the best out of your PPC campaigns?
• Are PPC leads worth the expense?
• How B2B PPC agency pricing works?

And much more.

B2B PPC Lead Generation Strategies That Work

Having a strategy in place for all your marketing collaterals is always a good idea. Knowing what to do and what results you’ll get will keep things balanced and it’s no different in PPC management.

That being said, here are the top PPC B2B leads generation strategies to consider.

1. Drive Clicks with Compelling Ad Copy

A key part of generating PPC leads is ad copy. Google ads have limited space on offer, and coming up with a catchy, short description of your unique selling point (USP) is not easy.

Not only do you have to capture attention, but you want to stand out from competitors, organic and paid search results alike.

Having an experienced B2B PPC agency that understands the psyche of your customers can be a game changer.

2. Convert on Your Landing Pages 

So, your ad copy is working and people are landing on your site. Now what?

Your landing pages need to be optimized to maximize conversions and reduce your cost per conversion. Traffic that’s not converting is of no use.

Having targeted landing pages following the AIDA (awareness, interest, desire action) approach is your best chance of converting.

Tailor your content and design with your target customer and their journey in mind. Adding the right CTAs at the right places works wonders.

Take for instance, testimonials. Building trust by showcasing testimonials early on in your page, preferably right below the main area, is known to boost conversions.

3. Knowing Where to Find Your B2B Customer 

Your PPC B2B lead generation budget can be best utilized if you know where your audience is. Showing your ads to everyone, for a lot of whom it’s just noise, is wasteful.

If your ads show only to businesses and most importantly to decision-makers in those businesses, there is a much higher chance of conversion.

Exclude audiences you don’t or can’t cater to. You want to generate qualified traffic and leads that quickly convert, boosting your conversion rate.

4. Bid Right for the Right Keywords 

Google allows you to take the wheel with your ads, and you can choose a number of means to lower your cost per click. The best way to do so is by bidding on the right keyword. Take this blog post as an example. If we ran a PPC ad on this, its search terms would be B2B PPC services or the likes.

Just running it for keywords like PPC services or B2B services is just opening your ad up for audiences not necessarily looking for your services.

Depending on your budget and what you plan to achieve, you can either go big and shell out big bucks or be more strategic and bid on low-volume keywords but highly-targeted keywords.

The best approach for a B2B PPC campaign is going hyper-targeted and scale depending on results. This strategy reduced the average CPC by 33.86% for one of our clients.

5. Control Your Ad

The worst thing anyone can do is run a campaign and leave it running for days on end. It doesn’t take anything more than an educated guess to figure out when your target audience is active. This is where day-parting comes in.

Turn-off your ads at times your audience isn’t active. Of course, there will be an element of learning and tweaking these timings, but there is no need to go all-in from the get-go.

Doing this will immediately benefit your ad spend. Any conversions you might lose during these hours would easily be offset by the reduction in your cost per click.

Weekends and holidays need to be managed carefully as well. Figure out of running ads over these days is worth it. A month or two of testing with and without should make the decision for you.

Why You Need a B2B PPC Agency That Looks after Your Money like Its Own

Having a B2B PPC agency on your side that looks after your money like its own is a godsend because you don’t have to worry about your budget being misused.

Your money is at the mercy of Google (with its ever-changing algorithms) as it is, and there is no reason to tempt your fate any further.

You want a B2B PPC agency that’s focused on numero uno: getting conversions and secondly, keeping your cost per click in check because they want to optimize your ad spend.

Here are some more reasons why you need a reputable agency managing your B2B paid search campaigns.

1. Focus on Core Business Activities

Besides conversions, clicks, and cost, working with a B2B PPC agency will allow you to focus on your core business activities rather than investing several hours daily on generating your PPC leads.

This freedom will also assist in fostering business growth and giving your time to help customers at the top of your sales funnel. How? By not only getting leads but also helping with brand building and recall.

2. Reports and Insights That Move Your Business Forward

Let’s face it, there are a lot of charts, graphs, and reports when it comes to a B2B paid search campaign. An experienced B2B PPC agency will take care of every aspect of this data while providing digestible insights that are most relevant for your business growth.

In all likelihoods you’ll get access to reports detailing conversions, costs, ROI, ad spend among a host of other information. Our PPC management team provides weekly and monthly reports tracking conversions from all mediums including calls and chats.

These reports don’t only give you direct signals about your ads, but there will also be a lot of inferred information that can help you set your B2B business’ direction.

3. No Need to Worry About Google Updates

As is with organic search, Google ads are also updated periodically and they might affect your PPC results. Staying on top of these changes and their impact is a full-time job best left to professionals. So why not hire an agency that does this for a living?

Most PPC agencies have teams of professionals with the sole job of staying on top of Google updates and online marketing trends. They test and try and investigate how every little change impacts ad campaigns.

When something new comes along, they are quick to respond and have a fail-safe plan that protects your money.

4. Immediate Access to a Qualified Team of PPC Experts

Hiring a B2B PPC agency gives you access to a qualified team of experienced PPC experts. Finding the right resources and giving organizational training can be time-consuming and money-intensive.

Not to mention the cost of employee benefits and perks your company will have to manage for an internal PPC management team.

A B2B PPC agency is a shortcut to growing your business because you get access to quick results without all the learning and growing pains involved.

Are PPC Leads Worth the Expense?

Google processes thousands of searches per second which mount up to millions or billions of search queries per month. These searches are broken into two broad categories:

• Buyer intent search
• Informational search

SEO usually revolves around informational search because it’s easier to rank for. But PPC leads are converted through buyer intent searches. These are searches against hyper-specific keywords or terms that clearly state that the person searching is looking to make an immediate purchase.

With PPC, you can pay to rank higher on these searches, making it easier for your B2B business to generate leads.

When your leads increase, your cost per click decreases, making PPC worth the expense. However, to expect a miracle if you’re going in alone is a fool’s errand.

In other words: a PPC agency is your best bet for quality B2B PPC leads.

Picking a PPC Agency for B2B Lead Generation 

You want an agency with a demonstrated ability to provide results. For instance, for one of our clients we increased PPC leads by 328.75% and decreased cost per conversions by 70.64%.

How did we do that?

We started hyper-focused and scaled up because why blow through a $10,000 or $20,000 budget in the first month when we know that’s the fattest our campaigns could get?

The point was to keep our client’s ad budget under control while tripling PPC leads.

Besides our client-centric B2B PPC lead generation strategy, here’s everything you get when you partner with Search Berg for lead generation.

• Certified Experts
• Dedicated Project Managers
• Competitor Analysis
• Round-the-Clock Optimization
• Weekly and Monthly Reports

How Much Does a B2B PPC Agency Cost

You have to spend money to make money – a mantra PPC gurus live by.

And if you are spending money on B2B PPC lead generation, you probably have a strong chance of earning a good ROI.

Google’s report found that every $1 spent on Google Ads returns $2. Though the 1:2 isn’t jaw-dropping, savvy marketers and mature B2B PPC agencies know how good that actually is.

But how do you know which option to choose when it comes to getting help for your PPC ads management?

Here’s a breakdown of what to expect from freelancers, Search Berg, and other agencies.

	Freelancers	Search Berg	Other Agencies
Cost	$	$$$	$$$$
Customer Service	☆☆☆	☆☆☆☆☆	☆☆☆☆
Reporting	☆☆	☆☆☆☆	☆☆☆☆
Results	☆☆☆	☆☆☆☆☆	☆☆☆☆

 

How B2B PPC Agency Pricing Works

The cost of hiring other agencies can fluctuate widely because they charge a percentage of your ad spent. Some B2B PPC agencies will add management fees on top of this to secure their overhead cost.

However, Search Berg takes the middle route by charging a flat fee after calculating the variable cost of managing your B2B PPC campaign.

This straightforward payment method is preferred by most B2B businesses. Plus, the increase in conversions easily offsets our service charges.

However, there are 5 ways PPC practitioners price their services.

1. Percentage Model

The most common pricing model is the percentage share. Under this model, you pay a percentage of your ad spend to the agency you hire. It’s a transparent approach for a long-term partnership because you most likely won’t negotiate your fee every month based on your hired agency’s performance.

Since PPC management is a complex task and gets challenging as you increase your ad budget, a percentage share keeps the labor and fee in balance. This pricing model is good for companies with a growing or larger ad budgets but not viable for small-to-medium sized businesses.

2. Management Fee + Percentage Model

High-end PPC agencies charge management fees on top of a percentage share to manage their overhead cost associated with your PPC campaigns. This model is for businesses with a dynamic ad budget and less prevalent in legacy media companies and PPC houses.

This model is great for companies looking for ultimate ownership of their accounts because your PPC agency can’t hold your account as proprietary if you are paying a management fee.

Plus, this pricing model has room for A/B split testing of your PPC campaigns for optimum results. On the contrary, this pricing model is only suitable for very large businesses because it might become unaffordable for others.

3. Flat Fee Model

The flat fee model means you pay a fixed fee regardless of how many hours are spent on the management of your B2B paid search campaigns. Unlike other pricing models, a flat fee model works like a retainer and improves client and agency relationships.

Agencies that charge flat rates are invested in growing your business and work around different improvement metrics to deliver the best results. It’s an excellent pricing model for most clients because the scope of services is clearly defined, and transparency is at its peak.

4. Hourly Model

This pricing model is mainly used by freelancers where you pay your hired resource per hour. The number of hours is decided beforehand, and you pay a fixed fee. But knowing if a freelancer has worked the hours you paid for is difficult to track.

On the flip side, you can ask for regular updates and quickly jump ship if the results aren’t satisfying. This model is good for start-ups but not the best choice for maturing brands.

5. Performance-Based Model

Last but not least is the performance-based model, AKA the CTA model. Under this model, businesses pay for lower-funnel actions such as email signups, inbound calls, demo requests, and others.

Some agencies might charge commission for sales they get from your PPC campaigns, so this model isn’t the best for large businesses. However, it’s a widely popular choice among eCommerce and referral businesses.

We’ll Ensure Strong ROIs within Your Ad Budget

Irrespective of your ad spend, we don’t cut corners with our PPC B2B lead generation strategies. Our veteran PPC specialists keep your costs in check while boosting your ROAS. We aim to achieve results beyond your expectations and rigorously try to optimize your ad spend. Because we know that PPC campaign management goes beyond the Google ads dashboard.

From landing page optimization to day-parting and targeting relevant keywords, we plan everything before advancing your campaign. Our B2B PPC lead generation strategies work for us and provide results.

Check out our PPC management services or call us at 855 444 4777 to schedule a PPC consultation.