While LinkedIn Ads are crucial for B2B Lead Generation as a paid social channel, it’s important to note that Google/PPC Ads, especially Paid Search Ads, play a significant role as a lower funnel channel. This allows us to capture the demand generated from LinkedIn Ads or other channels effectively

Capturing the demand involves bidding on specific keywords that align well with your landing page message as well as your overall product and offer in the market. Furthermore, Paid search ads are a complex channel by nature as your competitors could be bidding on the same keywords as you are rising overall CPCs and making it harder for you to enter the auction for that specific keyword. The algorithm works differently and takes into account different factors such as bids, landing page relevance, Expected CTR as well as how closely related your keywords are to your ads and to your landing page, all making up to the Quality Score and Search Impression Share that you are getting on the platform which are some of the most important metrics, making it extremely difficult for you to win any bids for those keywords if you don’t have prior search experience. 

In the B2B context, paid search ads are instrumental in targeting the crucial 5% of users who are already problem or solution aware. These users actively seek the best provider or offer in the market. Therefore, in order to capture their attention, it’s vital to strategically position your text ads, matching the user intent. 

Beyond Search Ads, the Google Ads platform offers various formats to implement a comprehensive full-funnel approach across the Google network. One effective avenue is leveraging video ads on YouTube, the world’s largest video platform. Video ads work exceptionally well in the awareness and consideration stages, providing access to diverse audiences. These ads come in different types, including skippable and unskippable videos. Additionally, display ads prove effective for driving traffic and serve well for remarketing purposes, allowing re-engagement with users who have previously visited your website.